Focus On The Promotion Of Textile Industry In Xiuzhou

"It has never been so difficult as this year!"

Under internal and external difficulties, the Yangtze River Delta and the Pearl River Delta frequent textile and garment enterprises shutting down or closing down.

However, the textile enterprises in Xiuzhou district are "upstream". In the first half of the year, 343 Textile Enterprises above Designated Size did not stop production, of which 290 were profitable, and the textile industry achieved 6 billion 531 million yuan in sales, an increase of 9.8% over the same period last year, and profits and taxes increased by 7.5% and 15.5% respectively over the same period.

Behind these figures is the difficult footprints of the textile enterprises in Xiuzhou in their plight seeking new ways in the predicament. They take the "self change" to adapt to the "outside change" story, which is thought-provoking.

To avoid "BMW pulling vegetables" is good for the development of differentiated development, Wang Jingjing textile industry developed, but small and medium-sized textile enterprises mostly heavy equipment, light technology, business owners from the field to bring back a small piece of cloth, spend one hundred yuan for analysis, deconstruction after the process sheet, can quickly "innovation" for production; enterprises today developed a new product, less than 10 days may be "cloned".

Under the pressure of the market and the government's push, many textile enterprises in Xiuzhou began to "think and change". They should come out from the imitation "dead end".

The motto of "innovation = freeway" is hung in the office of Ru Xinglong, chairman of Jiaxing's Vietnam dragon jacquard weaving company, located in Wang Jiangjing.

This year, the company still maintains a profit margin of more than 7%. Ru Xinglong said that the company still has confidence in making more money, because the newly launched brand luggage fabric has set a single profit record, and the memory jacquard products being trial production has attracted several customers to come.

The two new products are favored mainly by R & D technology and process equipment.

A few years ago, a businessman in Beijing asked "Yue long" to make a sample. When the time of delivery, the merchants thought that the technology was not good. Because of the lack of advanced technology, buying and selling at a reduced price almost allowed the enterprise to go to the point of losing money or closing the door.

Since then, the R & D center established by the company and Zhejiang Sci-Tech University and other universities has been "forced", and the introduction of 100 digital jacquard machines, quickly occupy the high-end technology industry, and develop a series of new products every year.

In this year's severe market situation, the new products developed by the company are like "the daughter of the emperor is not worried about getting married", and the profit is more than 10% higher than that of ordinary products.

Ru Xinglong put out the secret: because they can do the high-end products that their peers can not make, and go out of a path of differentiation.

Silk weaving products have a high demand for equipment. Since 2004, textile enterprises in Xiuzhou have launched an upsurge in the introduction of world-class air-jet looms. At present, there are 56 thousand looms in the region.

On the one hand, many enterprises have improved their equipment. On the other hand, the products produced by these enterprises with advanced equipment have no technical content, just like "BMW pulling green vegetables".

The responsible person of the Xiuzhou district has issued a prescription: it is necessary to pform the equipment, but more importantly, we should enhance the technological improvement and the development of new products, so that the equipment can produce the greatest benefit.

Many enterprises have come to realize this.

Jiaxing Cheng Heng textile company recently invested hundreds of thousands of yuan to develop silk products, including corn and other ecological raw materials, so that 164 air-jet looms can produce the largest output value, while another enterprise made new fabrics with milk flavour from milk and soybean fiber, and there were no second products in the whole country, and the supply of products was in short supply.

Xiuzhou textile enterprises have set up R & D centers, and the government departments have also built up public platforms by integrating resources from all sides to consciously lead enterprises to innovation.

Instead of making "sandwich biscuits" to expand the domestic market, yesterday morning, Yao Mingliang, general manager of Jiaxing Qiu Wei Tai knitting and Garment Making Co., Ltd. rushed to the factory to check the shipping list personally.

At the end of this month, the 30 thousand autumn and winter garments produced by the company will be listed in 15 shopping malls in Jiaxing. This is the first move for the company to expand its domestic market.

Like many export knitting enterprises nearby, "Qiu Wei", which is located in Honghe Town, has also suffered from the "cold current" of exports. "Although the export volume of the company has increased, it has lost millions of dollars in the first half of this year due to the influence of exchange rate."

Yao Mingliang said that in the first half of the year, the price of raw materials increased by 10% to 20%, and labor prices rose by 10% to 15%, plus interest rate, export tax rebate rate and exchange rate changes. This "three rate two price" made many of the company's income "eaten".

What should I do?

Qiu Wei Ti began to innovate marketing and management mode with "self change" and "external change", and adopted the marketing strategy of "adjusting the outside to the inside", and planned to increase the proportion of the domestic sales of the company from less than 10% to 50% in 3 years.

It has been described that the current textile industry is like "sandwich biscuits", which is facing the situation of "external pressure", and the profit space is shrinking rapidly.

Facing the export pressure, the textile enterprises of Wang Jiang Jing also adjusted their product export from 60% last year to 40% today, instead of expanding the domestic market.

Some textile companies whose profits are better are more soberly aware of their advantages and outlets. More and more textile enterprises in Xiuzhou gain benefits through innovative marketing and management.

Recently, Honghe launched a "online fitting" campaign, and received orders almost every day, which has attracted the attention of the industry. Some textile enterprises have begun to change the traditional marketing way of "waiting for the rabbit" in the textile market, and network marketing and sales in the exhibition have increased significantly.

The "four legged" walking self brand enterprises are "popular" in the process of enterprises seeking to "self change". Some enterprises with independent brands in Xiuzhou show stronger ability to resist risks.

Not long ago, the curtain of the Ya Ying fashion living hall in the commercial district of Beijing Huamao center was closely related to the international brands such as CK and Armani. This is the 400th store opened by Zhejiang Ya Ying Garments Co., Ltd.

With the continuous emergence of new formats in recent years, the "Yalong" innovative brand promotion mechanism has developed from the original store and department store "walking on two legs" to stores, department stores, living rooms and Moore shops, and has established the brand status in all parts of the country by "walking on four legs".

The price of "Ya Ying" clothing is growing at a rate of about 10% per year, but such profit margins do not come from the fabric and workmanship, but the brand.

In the past two years, when other garment factories are busy expanding their production, the production line of "Ya Ying" company has not been increased but is gradually decreasing.

Since 1995, the brand strategy has been established. Now, the "Ya Ying" brand value added has been greatly increased. In 2004, after a joint venture with the Centennial brand Italy, the sales volume increased by 70% per year, reaching 500 million yuan last year, and it is expected to reach 700 million yuan this year.

Li Weizhong, Minister of management and service center of "Ya Ying" company, said that although the current situation of the textile and garment industry is grim, "elegant and green" is not afraid. Because of its own brand, the support of the internationalized system of human resources management has made the "Ya Ying" brand maintain its vigorous vitality.

The company's development goals are very clear: in 2009 and 2018, its brands reached 4 and 7 respectively, with annual sales reaching 1 billion yuan and 3 billion yuan respectively.

The textile and garment enterprises in Xiuzhou district such as "Mei Cheng" and "Ming Feng Hui" have also increased the added value of products through brand innovation, resulting in a substantial increase in profits.

No decline in the industry, only the decline of enterprises.

At present, under the severe market situation, increasing the added value of brand has increasingly become the inevitable choice for Xiuzhou textile and garment enterprises to innovate and develop.