Exploration Of "Three Graspers" In Haiyang Wool Weaving Industry

As one of the major industrial clusters in China, the sweater industry in Haiyang, Shandong has been on the way of OEM and foreign trade for many years.

As a leading manufacturer of knitted sweater industry in Haiyang, Haiyang international knitted sweater city relies on the huge advantages of professional market in gathering industrial resources, relying on the three grasps of "two markets, two channels and two brands", actively explores the way out of the crisis in order to boost the upgrading and development of Haiyang's wool textile industry.

      有形無形兩個市場作平臺

      在業(yè)內(nèi)專家就企業(yè)如何應(yīng)對金融危機(jī)的建議中，上游原輔料供應(yīng)企業(yè)、中游的生產(chǎn)企業(yè)和下游的渠道企業(yè)建立合作機(jī)制，實現(xiàn)產(chǎn)業(yè)鏈聯(lián)合，抱團(tuán)御寒是重要措施之一。作為專業(yè)的一級批發(fā)市場，毛衫城在延伸產(chǎn)業(yè)鏈、整合產(chǎn)業(yè)資源方面比單個企業(yè)有更大的優(yōu)勢。

At present, the first phase of the sweater city project has been completed, and 1200 shops and two boutique display buildings have been put into use. Huayuan garments, Hengda wool fabrics, yinseong sweater, Tianhe textile, Xinyu knitting, Guang Xin knitting and other Haiyang knitted sweater enterprises, Ningbo Yulin knitting machinery, Jiangsu Shengxing knitting machinery, Zhejiang Haiteng Wei computerized flat knitting machine, Taiwan Flying Tiger machinery and other computerized flat knitting machine suppliers, Guangdong Shenghui textile, Haining Jinpeng accessories, Huafeng Chemical fiber and Rongsheng zipper and other raw materials suppliers have been in operation, and the market trading platform covering the entire industrial chain has formed a preliminary scale.

At the same time, the exhibition center, logistics center, brand center, design center, property rights Hotel and other supporting facilities make the market function more perfect.

With the development of network information, the development trend of combining specialized market with electronic paction platform is increasingly obvious.

In order to give full play to the advantage of backwardness, the sweater city is planning to build a sweater network paction information platform. At present, the feasibility study report of the project has been reported to the Yantai information industry hall and applied for the special funds and technical support of Shandong information industry hall.

After the completion of the electronic trading platform, the sweater city will have the perfect functions of information collection, supply and demand distribution, network pactions and so on, and form a complementary market mode with tangible market and invisible market.

      內(nèi)貿(mào)外貿(mào)兩條渠道拓市場

Export is the main way for the development of knitted sweater industry in Haiyang.

In order to further develop the advantages of foreign trade, Haiyang international knitting sweater city has set up a special trade and economic center, Ministry of foreign trade, to recruit professionals in English and Japanese. Through international exhibitions and network platforms, we directly seek international orders from Europe and America, and shorten the cost of intermediate links.

      同時，毛衫城與北京、上海、廣東、青島、威海等地的外貿(mào)公司建立合作關(guān)系，利用外貿(mào)公司的客戶網(wǎng)絡(luò)承接國際二手訂單，接單之后下放給市場區(qū)橫機(jī)加工業(yè)戶和外聯(lián)毛衫廠家。目前，毛衫城與十幾個國際客戶正在洽談，其中10萬件訂單將于近期打樣生產(chǎn)。

The financial crisis has made Haiyang sweater enterprises more deeply aware of the disadvantages of "walking on one leg", prompting more and more Haiyang entrepreneurs to strengthen their ideas of expanding domestic trade and making brands.

With the advantage of resource integration, the sweater city has become a strong support for Haiyang knitting sweater enterprises to expand the domestic market.

First, we set up brand centers and design centers with universities such as Qiingdao University and Donghua University in Shanghai to provide intellectual support for channel innovation and product pformation.

Secondly, through the establishment of Mao Hui, spring and summer fairs and new product promotion sessions, we will help Haiyang wool weaving enterprises and market areas to expand their wholesale sales channels.

In addition, the sweater city has registered its own brand, trying to promote the foreign trade clothing chain store mode, taking the Yantai area as a breakthrough, attracting operators in Qingdao, Weihai and other Jiaodong Peninsula Cities. The sweater city provides support for goods sourcing, advertising promotion, business counseling and so on. On the one hand, it helps the franchisees to start their own businesses, and on the other hand, broadens the sales channels for sweater enterprises.

      單一綜合兩個品牌樹形象

Enterprises must develop and expand industries to form competitive brands.

      為打造自主品牌，海陽國際針織毛衫城已經(jīng)申請注冊了“美得采納”和“海毛織造”兩個品牌。其中，“美得采納”(Made In China的音譯，吸取精華、海納百川之義)是綜合品牌即銷售品牌，主要用于“美得采納”外貿(mào)服飾連鎖店，吸引膠東半島乃至全國各地的加盟經(jīng)營者。

"Hairy weaving" will be made into a single brand, that is, product brand. The sweater city takes advantage of its own design center and brand center to hire first-class designers for product design, forming a unique product culture and popular style, with independent intellectual property rights.

At present, the sweater city has entered into a consignment agreement with more than 100 knitting sweaters in Haiyang, Qingdao, Weihai and Zhejiang. It will provide the source for the "beauty to adopt" foreign trade clothing chain stores, and "hairy weaving" has also entered the planning stage of product design, research and development, and channel promotion.

Editor in chief: Xu Qiyun