Keqiao'S Output Value Will Exceed 100 Million Yuan From "Selling Cloth" To "Selling Creativity"

Old cloth merchants pursue new "jobs"

There is demand in the market, but the independent innovation and design ability need to be improved

Three years ago, "creative industry" might have been a new term for the cloth merchants in the textile city, but after three years of "incubation", now more and more cloth merchants are turning to "creative food".

According to incomplete statistics of the Science and Technology Bureau of Shaoxing County, at present, there are more than 120 creative enterprises of all kinds settling in Keqiao Creative Professional Market of Shaoxing County.

The increase of creative enterprises has facilitated and realized the demand of some business operators to increase the added value of fabrics. However, behind the prosperity, the development of creative industries also faces some challenges.

Recently, some creative enterprises with certain strength in Keqiao are quietly planning to move their headquarters to Hangzhou, Shanghai and other places. Although enterprises with similar ideas are only individual cases, they also reflect that the development of the whole local creative industry is facing some practical problems, such as limited market space, difficulty in attracting high-end talents, and difficulty in attracting large investments.

　 Phenomenon——

Same pattern design

In addition to the "time difference", there is also a fashion degree, but also the price

As a world-class textile market, in 2011, China Textile City The annual turnover of the market reached 88.929 billion yuan, up 12.05% year on year, ranking first in Asia. Although the turnover is amazing, the profit of the enterprise is not high. According to estimates from relevant industry insiders, the profits earned by nearly 20000 merchants in the market all year round are only 5 cents to 1 yuan per meter of cloth, which only accounts for a small part of the profits of the entire clothing industry chain.

"The number of similar products in the market is increasing day by day. Most of the time, it is the cloth merchants who move around customers. If you want customers to move around you, your products must be different from others." Recently, some cloth merchants in China's textile cities have no choice but to mention the price war of fabric products. As a result, some foresighted cloth merchants became "restless" and began to focus on a new field with higher profits and broader development prospects - selling creativity.

However, after several years of development of the creative industry, the price war has emerged quietly. "If a fabric pattern design manuscript with similar quality and level comes from some professional creative companies in Hangzhou, the single starting price is about 2000 yuan, while in Keqiao, the highest price can only be sold to 1000 yuan/piece." On the morning of August 8, Yin Xiaohong, the head of Zhejiang Yimengyuan Science and Technology Innovation Company, said that although the price is very low, some cloth merchants, Still keep bargaining, hope the price is lower.

In order to find a decent appearance for themselves, some businesses are willing to spend a lot of money, but in terms of creative investment in fabrics, they are careful. " In the afternoon of August 6, Sheng Suying, the general manager of the original textile pattern design company of China Textile City Color Painting Workshop, said in an interview that pattern design is the most important in the entire industrial chain of fabric production and sales, but some cloth merchants are reluctant to increase investment in this area.

The low threshold for creative institutions to enter and constant price war are the main factors causing chaos in the creative design market. After rounds of price war, some sketch design fees have even dropped to less than 100 yuan.

Shaoxing County Huansi Information Technology Co., Ltd. is a creative enterprise specializing in textile software development. When referring to enterprise creative investment, the company's deputy general manager Jin Zhibin looked helpless. "The introduction of a set of creative software developed by us can increase the added value of fabrics while effectively controlling costs, but some enterprises would not like to see the minimum cost investment of more than 300000 yuan." Jin Zhibin said that he could only sell the whole set of software to slowly open the market.

And creativity market price In contrast to the confusion, some designers worked extremely hard. Although they got up early and stared at the computer in the dark every day to create ideas, the harvest was not even a fraction of that of Hangzhou fabric designers.

"At present, due to the fact that creative institutions often adopt the royalty payment method, the creative design fees are too low, which has seriously affected the daily income of the main designers." A senior designer working in a science and technology innovation company in Keqiao, Shaoxing County said that, taking the design of a fabric painting as an example, Shaoxing and Hangzhou assume that the same 50% royalty can be obtained, Designers in Hangzhou can get a minimum of 1000 yuan, while in Keqiao they can only get a maximum of 500 yuan commission, which means that to reduce the income gap with Hangzhou, designers in Keqiao will have to make more efforts.

The low charge for creative design also affects the fabric sales to a certain extent. "Take a fabric pattern as an example. From the appearance of the product alone, it may only be suitable for young people in their 20s, but if the designer matches more colors, it may greatly increase the scope of application." Sheng Suying said that at present, many designers are unwilling to be meticulous because of the low fees, affecting the sales of terminal products.

"As far as the design level of products is concerned, there is indeed a big gap between Keqiao fabric designers and some big cities in China, such as Shanghai, Beijing or Hangzhou, and even greater gap with the international market." A person in charge of Rainbow Village, famous for its innovative fabric design, said that some enterprises have been hiring South Korea French designers, because they have a more accurate grasp of fashion trends and market trends.

Crux——

"Raising Big Fish" in Small Ponds

High pay is not enough

A few fresh college students who have just graduated from a professional school can rent a business room with a computer to open a creative design studio on the streets of Keqiao. In order to change the current situation of low entry threshold, many local design institutions are working hard, and some design institutions even offer the olive branch of high salary to recruit high-level talents, but the actual effect is very little.

"Textile upgrading focuses on fabrics; fabric upgrading focuses on talents." A person in charge of the Municipal Human Resources Bureau said in an interview that in order to cope with the impact of the financial crisis on the textile industry, many textile enterprises in Shaoxing County are developing new products, and they are increasingly eager for creative design of fabrics, so high-level creative design talents at home and abroad naturally become the "sweet cake".

"For many creative organizations in Keqiao, it is really difficult to retain such talents in their own enterprises." Yu Biqing, general manager of Shaoxing County Aimeli Fashion Design Co., Ltd., said that since last year, the company has often contacted some top technical personnel in the domestic creative industry and offered attractive remuneration, but few of them are attractive.

"If you want to keep your creative design up to date, the environment is very important." The head of some creative organizations said in an interview that, although relying on China Textile City, Keqiao's creative market is still in its infancy designer This is the reason why we are unwilling to start our business in Keqiao.

Sound——

Industry matures

We have to cross several "ridges"

"In order to realize the high added value of textile fabrics, we must strengthen our independent innovation and design ability, which requires a large number of fabric designers with design ability, market analysis and development ability." Chen Rongrong, a professor of Shanghai Donghua University, believes that, and many cloth merchants in Keqiao have obviously realized this problem.

Fortunately, in the past three years, under the guidance of the government and relevant functional departments, Buchenko Bridge is also realizing the transformation from "selling products" to "selling creativity". Recently, the reporter learned from the Creative Industry Service Center of China Textile City that Keqiao Creative Industry Base is actively building "Textile Fabric Creative Center" and "Textile Clothing Creative Center". In 2011, the creative output value of local enterprises reached 70 million yuan, driving the downstream textile industry sales of 4 billion yuan. In 2012, the creative output value is expected to exceed 100 million yuan.

"From scratch, from small to large, the market will always have a continuous development process, and the creative design industry will certainly be no exception," said the relevant person in charge of the Creative Industry Service Center of China Light Textile City. If Keqiao's creative design industry wants to make a qualitative leap, it is mainly to solve the problem of market demand. Only enterprises increase investment in innovation, Only in this way can the market enter a stage of sound development and attract more and more high-level talents.