Shanghai, July 26, 2024 – The Woolmark Company successfully hosted the 2024 Woolmark Licensee Seminar in Shanghai today. Themed "The Now, New and Next," over 150 distinguished guests gathered to celebrate the remarkable achievements of Woolmark and its vision for the future.

Representatives from the Chinese-Australian wool industry, including government officials, academic experts, executives from leading enterprises, brands, and e-commerce platforms, attended the event to share insights on the latest wool trends. The program examined corporate development strategies, while tapping into the innovative potential of wool products, joint partnerships, and sustainable development across the supply chain.

John Roberts, CEO of The Woolmark Company, said in the opening remarks, "Over the past 60 years, the Woolmark logo has become one of the world's most renowned textile symbols, representing innovation across the entire supply chain from ranch to retail. The Woolmark Company remains committed to quality and global recognition of wool through initiatives like International Woolmark Prize. We’ve also witnessed the growth of China’s fashion and textile industry and look forward to further contributing."

Deb Langford, Minister-Counsellor (Agriculture) at the Australian Embassy Beijing, also spoke, stating that, "Australia and China shared a long history of collaboration in the wool industry, which has boosted both economies and facilitated cultural exchange. Looking ahead, we hope to deepen our collaboration and forge the path to sustainable development together." This was followed by a presentation from Tom Murray of Trilby Station, who shared the innovative practices from Australian ranches, highlighting the woolgrowers’ commitment to sustainability.

Liu Jiaqiang, President of China Wool Textile Association, provided an overview of the current state and prospects of the wool industry. Jeff Ma, Executive Vice President of Greater China and Developing Markets Asia & General Manager for China of The Woolmark Company, discussed the business landscape of The Woolmark Company in China, showcasing the potential of wool in the Chinese market.

Guest speakers during the roundtable discussion shared valuable insights and innovative ideas from key representatives across the industry value chain. Key topics included:

Application Trends and Development Opportunities of Wool in the Apparel Industry 

According to Zhan Yan, Manager of Alibaba Tmall Womenswear Industry, wool is increasingly favored by consumers because of its exceptional qualities, blending fashion and functionality. Wool product sales on e-commerce platforms have been increasing annually, with growing demand for outdoor activities. More brands are expected to launch wool items to meet the demand for high-quality, personalized, and sustainable fashion.

Development and Design Trends of Business Attire Market

Dr. Cao Xiaojie, from Dong Hua University, emphasized the crucial role of wool in business attire. She believed that future wool clothing will blend style with technological advancements, making business attire more comfortable, versatile, functional, stylish, and eco-friendly.

China's Outdoor Sports Wool Products and Market Outlook

Xue Fei, General Manager of outdoor sports wool brand [SN], highlighted the growing demand for high-quality outdoor gear, revealing how wool products offer superior comfort and protection even in extreme weather conditions. The brand will focus on developing wool products for various sports scenarios to further promote a healthy lifestyle.

Next Generation for Wool

Philip Shen, Vice Chairman of Zhejiang Xinao Industrial Co., Ltd., Xu Dao, Chairman of Jiangsu Danmao Textile Co., Ltd., and Gao Luntong, General Manager of Zhejiang Qianqiu Knitting Clothing Co., Ltd., engaged attendees through discussions on the wool industry based on their experiences.

With the Woolmark logo turning 60 this year, the milestone was celebrated at the Awards Ceremony & Dinner, concluding the program of the 2024 Woolmark Licensee Seminar. Outstanding achievements in wool innovation and retail were recognized, with honors given for Long-Term Contribution, Retail Excellence, Innovative Collaboration, and Innovative Marketing.

The 2024 Woolmark Licensee Seminar celebrated the rich legacy of the Woolmark logo as the company looks forward to a bright future. The Woolmark Company remains committed to advancing the wool industry and sustainable fashion through its extensive global network with the textile and fashion industries.

About The Woolmark Company

The Woolmark Company is the global authority on wool. Through our extensive network of relationships spanning the international textile and fashion industries, we highlight Australian wool’s position as the ultimate natural fibre and premier ingredient in luxury apparel.

The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality, and representing pioneering excellence and innovation from farm through to finished product.

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company.