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New Ideas And New Silk Road

2008/11/7 9:21:00 27

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At the opening ceremony of the Olympic Games, the long scroll slowly brought us back to the remote era full of miracles.

In the beauty of flying goddess's long sleeve dance, the famous Silk Road is displayed before the people of the world.

More than 2000 years ago, Chinese caravans often took valuable silk from Changan (today's Xi'an, Shaanxi) and entered the European continent through the Hexi corridor.

Since then, the "Silk Road" has become an important channel for economic and cultural exchanges between China and the West.

In the long history, the huge oars have brought us from the land to the sea. The maritime silk road is the main artery of the ancient seaway.

Since the beginning of the Han Dynasty, China has been in contact with the Malay Peninsula, especially after the Tang Dynasty.

More than 600 years ago, Zheng He, the Ming Dynasty, led the fleet of 27000 people on a 7 voyage from China to Western Asia and East Africa, so that the "maritime Silk Road" reached its peak.

Out of the long history, the China Silk Fair was also in the process of preparation in 2009. For the development of China's Silk Market and silk industry in recent years, China Silk Association should use new ideas to start the new Silk Road in China.

The China Silk Fair originated in the 80s of last century and enjoyed a high reputation in the circulation field of silk industry, but it was closed for a variety of reasons.

In fact, the resumption of the first China silk conference in 2008 was again an important move to revitalize Chinese silk.

The China Silk Fair (hereinafter referred to as "China Silk Association") brings a bright new look to the participants.

On the platform rebuilt by the China Textile Business Association, the ancient silk is shining with a new look. The project of "east to West shift" is fruitful. The "famous shops in China" have a new look; the blending of classics and fashion, the fusion of tradition and modernity, the competition between innovation and technology and brand culture, and the summit of marketing and policy interpretation have not only created a powerful platform for promoting trade exchanges, promoting domestic consumption and adjusting traditional industries, but also providing valuable experience and new development ideas for the development and pformation of enterprises.

China silk will have many characteristics, and has opened up four ideas to expand the new silk road of our country.

One of the new ideas: New Silk goes into old stores, old stores change new faces.

In 2008, the "China famous shop" exhibition area was set up at the China silk conference. The first batch of Chinese silk shops represented by Beijing Rui Xiang Xiang, Qian Xiang Yi, Shanghai silk shopping mall, Shandong Guang run Silk, Suzhou dry Tai Xiang, Anhui Huayuan silk and so on, entered the exhibition area.

At the mid silk conference in 2009, the old shop is still a major event. These old silk brands carry the ancient Chinese silk culture and history.

Their exhibitions add a lot of charm to China Silk Association.

The exhibition of production enterprises and owners of the circulation field has really set up a bridge for convenient communication and exchange between production and marketing. "Zhong Si Hui" will enable commercial shops to demonstrate this new measure at the exhibition, which has made a meaningful achievement for connecting silk production and marketing chain.

For the 100 year old silk shops in the circulation field, it has direct communication with many partners through the exhibition. At the same time, it can also understand the new product development situation of the silk industry and some good marketing methods of other enterprises, which can inject new vitality into the old brand, and has positive significance for the time honored brands and the times.

New ideas two: new market, new brand, luxury is not the price, but the connotation of quality.

Silk is the soft gold in the clothing industry. In the past, silk was mainly exported and lacked its own brand.

Raw silk export and OEM processing are the main ways of the export of silk products. Although some enterprises rely on this way to form a larger scale and export volume is relatively large, their brands do not correspond with the scale of enterprises in China, and the added value of products is also low.

Silk has not become the mainstream of consumption in China. According to statistics, the average annual consumption of silk is less than 10% of the annual textile consumption.

The industry lacks high-tech integration, and the design style lacks fashion elements.

In recent years, the cost of silk has been increasing, and the market consumption has not reached the scale, resulting in slow progress in technological R & D and technological pformation of the industry. Some products have not yet solved the problems of color fastness, wrinkle, shrinkage and so on. Besides, the design ability is low, and many silk dress styles still remain in the 70s and 80s of last century, which can not attract consumers.

In addition, enterprises do not pay attention to the development of domestic market.

It is understood that the current domestic market digestion cocoon volume is only about 30%, most of the high quality silk export, domestic silk quality is low.

In fact, the market potential of domestic high-grade silk is enormous.

According to the survey, at least 20% of the large and medium-sized cities in China are willing and able to afford high-grade silk.

However, with the improvement of people's consumption level, domestic consumers are increasingly pursuing green, environmental protection, personality and fashion consumption.

Silk products are easy to satisfy people's consumption demand. Consumers have very strong market demand for silk products suitable for their living standard.

Because the characteristics of silk products conform to the modern consumption trend, it is not that there is no market demand for silk products, but consumers are waiting for good silk products to appear.

Market access is the biggest problem in the process of silk branding.

This is because the Chinese silk industry has long been heavily neglected, lacking the training of regular marketing forces, and the lack of care for silk brands in the domestic market.

In today's highly competitive business environment, "China silk brand franchise store is a new Silk Road", because this road belongs to the silk industry itself.

This is a shortcut for the growth of Chinese silk brands.