Bradford's new wave of wool barons are leading the world in taking on Chinese manufacturers and selling on quality, not price, says Sir Digby Jones.

Speaking at Europe's top textiles exhibition, Premiere Vision in Paris, the director general of the Confederation of British Industry praised West Yorkshire textiles firms for being bold and innovative enough to sell top-quality fabrics to China's growing elite.

Sir Digby met West Yorkshire's 26 participating companies, who are this year celebrating a 25th anniversary appearance at the exhibition.

"I said to them that globalisation is made for Britain," said Sir Digby. "If you look at where it's a threat, it's where they try to compete on price. If you're like the French, Italians or the Americans and compete only on price China will have your lunch. But if you move to the skilled, value-added, branded quality end of the market and sell on being the best then you have nothing to fear.

"If anything, China is a big opportunity because people are getting richer by the day and want to buy the best. I applaud the British textiles manufacturers who've moved quicker than foreign competitors into selling on quality and brand - and not on price."

His comments were echoed by Peter Ackroyd, head of the Bradford-based British Wool Textile Export Corporation, who said the organisation's role would be to "turn competitors into customers".

"We believe Italy is a major market as well as a competitor," said Mr Ackroyd. "And Japan is eminently capable of making good quality textiles but is now our number two market.

!People want things made in England because of the quality and the reputation of the product. It's going to happen in China and Russia where there will be an elite bunch of consumers."

Sir Digby met Bradford textiles manufacturers such as J H Clissold & Son and Guiseley-based woollen manufacturers Abraham Moon & Sons.

They said the show's first day had been buoyant but the second day had been disrupted by French public sector workers staging strikes.

Clissold managing director Adrian Berry said: "There's interest in the British look. Everybody is reasonably upbeat. Overall the market is difficult but there's a lot of interest in our lightweight worsted suitings and jacketings for spring 2006. We've had some nice business."

The British Embassy organised a "meet the buyers" event to introduce the Bradford manufacturers to selected buyers from emerging markets such as China, Russia and the Baltic States.

Lorraine Ellison, UK Trade & Investment's textiles specialist, has worked closely with many of the Yorkshire companies in Paris.

"This is the place to do business and be seen," she said. "It's not about one market but many. Buyers visit Premiere Vision from all over the world. Our role is to ensure we offer our companies flexible, tailored support."