Tai Long Wool Weaving Is Fully Innovating And Occupying Market Share.

        2009年，大朗毛織產業大旗逆勢飛揚，全鎮規模以上毛織企業工業總產值48.3億元，增長19%，毛織品出口總額增長37.1%。今年，在經濟開始復蘇的關鍵時刻，大朗毛織產業又應如何啟航再創輝煌？

Market competition is so severe that if you are careless, you may lose the whole market.

Nowadays, businessmen and consumers have a wide range of choices. If we do not have obvious advantages, they will be eliminated under this market economy condition.

Not long ago, the China Textile Industry Association industrial cluster research group came to Dalang town to investigate and understand the development of the industrial cluster and the problems in the development process, and to explore the sustainable development of the wool weaving industry.

Zhang Yankai, vice president of China Textile Industry Association, and Tang Haibin, manager of Dongguan Cui Zhi Technology Co., Ltd., and other experts believe that the big wool weaving industry has a strong advantage. If we seize the opportunity and make innovations, we will be able to occupy a larger market share and create a new resplendence of the big wool weaving industry.

　　公共服務

R & D center will be launched

High-end brand launch market

When the financial tsunami of Dalang spread all over the world, when the OEM production and products exported to Europe and the United States were dominated by the big landwool manufacturers, they encountered the embarrassment of overcapacity in order to reduce the overcapacity. The people of Dalang thought hard to speed up their independent innovation and industrial pformation and upgrading.

People are deeply aware of the R & D design innovation and the development power of service outsourcing.

Reporters learned that, as the "China sweater fashion trend release base", China (Dalang) wool textile product R & D center combined with the market faced by enterprises, carried out research on the trend of popularity and released the research results, and continuously guided the development and design of enterprises for the development of new styles.

"If you don't research and innovate independently, you will always follow others."

Chen Juan, director of China Fashion Designers Association, chairman of Fashion Exchange Association of Paris law and art director of China (Dalang) wool textile product R & D center, believes that enterprises should continuously develop new products, increase new varieties, improve product quality, open up new markets, diversify and enhance competitiveness. "Accelerating independent innovation and promoting independent brand building is an effective way to change development mode and enhance the stamina of enterprises and economic development."

Chen Juan said that increasing the content of product R & D design, expanding business channels, and building a "four in one" clothing brand based on quality, taking innovation as the soul, rapid reaction as the vitality, and social responsibility as the realization process will be the important issue for the future development of the garment industry.

"In 2010, the R & D center will focus on the pilot cooperation mode to serve the enterprises, guide the brand pformation of enterprises, promote the cooperation projects of industry, University and research, and promote the application to enterprises at the same time."

Chen Juan told reporters that in order to test and run the capabilities of R & D centers to serve enterprises, 2 -3 enterprises will be signed as a pilot cooperation base in 2010.

It is reported that in order to guide the brand pformation of enterprises, the research and development center of Da Long Mao will launch a high-end brand to launch the market this year, and guide enterprises to carry out brand building, and strive to create a good atmosphere for cultivating brands, operating brands, striving for brands and using brands.

At the same time, it helps enterprises to set up R & D centers and training design teams to help enterprises develop various forms of product promotion and brand promotion.

"We continue to invite famous designers, scholars, experts and advisers from home and abroad to discuss and discuss with the head of wool weaving enterprises in our textile industry in terms of product development and brand promotion of wool textile industry."

Chen Juan said that the aim is to provide services for woollen enterprises, and strive to promote R & D innovation based on market demand, improve professional skills and brand awareness of enterprise designers, accelerate the pformation of the textile industry and upgrade product quality.

Chen Juan also revealed that the center will continue to strengthen technical cooperation with R & D institutions and clothing institutions at home and abroad, and promote the development and application of new materials and new technologies through design innovation, improve the added value and technology content of products, promote product personalization, and actively promote R & D achievements into the best selling products of enterprises, and create broader and more three-dimensional market space for enterprises.

　　企業行動

Create "big wool weaving"

Dongguan factory outlet center "

Some scholars pointed out at the "brand Dongguan" summit held recently that only products, no brand, only OEM, no licensing, strong production capacity, weak marketing capabilities, high product quality, low profits, large international market share and small domestic market share.

It has been the embarrassing situation and pain of many enterprises in Dongguan.

Experts say frankly, "creating brand, expanding domestic sales, increasing wealth and controlling the future" is a sharp weapon and magic weapon for Dongguan enterprises and products to seize the domestic market.

As early as the end of last year, the municipal government promulgated the "Dongguan factory direct selling center implementation plan" and "Dongguan factory direct selling center identification management measures".

The aim is to build a factory direct selling center based on Dongguan's dominant traditional industries through government support, market operation and enterprise led mode to help enterprises create brands, cultivate brands and promote brands so as to become a window and position for displaying and selling Dongguan products, helping enterprises pform from foreign markets to internal and external markets, and promote pformation and upgrading of enterprises.

In December 24th last year, the Municipal Bureau of economic and information technology approved 4 enterprises, including the Tai Long Mao Trade Center, as the first batch of Dongguan plant direct selling centers to build units.

It is reported that the factory direct selling center is a centralized trading place specially designed for the Dongguan factory, which mainly sells Dongguan products and has functions of display, wholesale and retail.

It can provide one-stop service from factories to sales, effectively reduce the intermediate links of commodity circulation, reduce the cost of procurement and sales, and is a convenient and affordable public trading platform.

The reporter understands that "the direct selling center of Dongguan factory is located on the one or two floor of the" Da Mao Mao "Trade Center, relying on the wool weaving industry, providing a centralized product display and sales platform for Dongguan wool weaving enterprises.

The project will attract enterprises such as raw materials, accessories, machinery, wool manufacturers, templates, direct selling centers, etc.

At present, we are in the process of preparing for the project. We expect to meet with the public shortly.

The responsible person of the Da Mao Textile Trade Center said they formed a professional planning team to invest more than 2 million yuan a year to promote the center, and jointly with three other Dongguan factory direct selling centers to publicize the project and actively promote the development of the direct selling center.

In addition, they will implement the policy of 2 years rent free and rent discount for manufacturers stationed in direct selling centers, so as to reduce the operating costs of manufacturers and enhance the competitiveness of manufacturers.

　　企業心聲

Enterprises are in urgent need of product display windows.

In the interview, the reporter learned that the production mode of the OEM business has led to the fact that many enterprises do not have their own brands, nor do they have their own sales force and channels.

However, a small number of enterprises with brand awareness are not familiar with the operation of the domestic market, nor are they familiar with the marketing mode, marketing channel, brand positioning, brand strategy and so on. They do not know how to show their products to the market, and do not know how to connect with the market.

"In recent years, though the government has tied up the business with us, we have established business contacts with China supermarket purchasing alliance, but enterprises still lack the window to display locally."

Zhao Haijuan, general manager of JFT full knitted apparel Co., Ltd. said that the big trade center is a ready window and has not yet fully played its role.

The reporter understands that many wool weaving enterprises want to be able to display their products in the big Mao weaving trade center, and also serve as a platform for long-term exchanges with merchants, but they feel that the current mode of the center is too inconsistent.

It has been suggested by the entrepreneurs to replan the management layout of the Mao textile trade center by the government, and to plan the one or two layers as a display window for the manufacturers to make the more famous and class products more influential, because that is the face of "great knitting".

"If it can make full use of the opportunity to be approved by the city as the first batch of Dongguan factory direct selling center, it will be a great good thing to attract wool textile manufacturers directly into the center."

　　專家視角

Innovation drives pformation and improves science and technology content

"Our small and medium-sized enterprises should say that this year is more difficult than last year, there are orders, but the price is very low, and do not know whether to dare to pick up. After that, no one went to the factory to do it, the factory is small, and the equipment is relatively backward, so this year's situation is optimistic and vigilant."

Zhang Yankai hit the nail on the head and pointed out that the development of the textile industry will be more difficult this year. If it does not work well, some small and medium-sized enterprises that are mainly export processing may be more risky than last year.

"It has no single, no one to do it. It has only one road. It can only be done by other larger factories when it can not be done, except that it has no other way out."

Even larger enterprises can receive orders, but the labor-intensive enterprises, whose labor costs occupy a relatively large proportion in the whole industry chain, have great risks. Besides labor costs, raw materials have also been raised this year.

"But look at the domestic market, everything has gone up except the price of clothing. People say inflation, clothing is not included, how does the clothing industry do?

So whether it's domestic or export, there's a lot of pressure. "

"In the US market, China's textile and apparel market share has increased, from 35% in the past year to 40% last year."

Zhang Yankai said that the export data should be more accurate than other statistics. This shows that our clothing industry is still quite competitive. "For our industry, we must have confidence, export, domestic sales, survival of the fittest is positive, market economy is good to survive."

According to Zhang Yankai analysis, there are many examples in the world, such as the survival of many good enterprises in Italy, and the survival of enterprises is nothing more than innovation and brand effect.

"In general, improving the technological content of products and constantly improving R & D design capabilities, in this difficult situation, we should recognize the situation, enhance confidence and formulate our own plan to deal with it."

"From the perspective of the 164 industrial clusters surveyed by the China Textile Industry Association, every government has a better service to the industrial clusters and small and medium-sized enterprises, and its development is fast and healthy."

Zhang Yankai said, because small and medium-sized enterprises themselves do not have the ability to do well the whole platform in the enterprise, especially the trade platform, research platform and design platform, so it is necessary for the government and industry associations to unify a public system to serve these enterprises, because the textile industry and the clothing industry are all intensive and the profits are relatively low. Such a service not only serves the enterprises and industries, but also solves the whole social stability and employment problems. "The cooperation between the Party committee of the Dalang Town, the government and the trade associations, and the service to the small and medium-sized enterprises in the industrial cluster are all in place.

Yin Jinghui, Secretary of Dalang Town, was selected as one of the 20 innovative figures in the 2009 textile industry. It shows that Dalang town's service to enterprises is in place.

How should enterprises develop in 2010?

Zhang Yankai pointed out that the direction is to continue to drive pformation through innovation, improve the technological content of textile products, and strengthen brand building.

Now, some brands abroad are optimistic about our domestic market. The proportion of domestic market and export of clothing and textiles is 8:2. The problem is how to build our brand in the domestic market. This requires enterprises to gradually establish confidence, enhance their own design capabilities and enhance the protection of intellectual property rights.

"In the course of development, enterprises should cooperate with the government and trade associations in order to improve their own ability to resist risks."

Zhang Yankai said, only in this way, enterprises will have investments, or invest in new equipment, or hire good R & D and design personnel to do things for enterprises. After seeing the way of development, enterprises will develop, so that the whole cluster will become stronger and stronger, and will not fall down because of the storm. "Last year, we have seen that in the financial crisis, China's textile industry has stood by the support of the state."

Zhang Yankai pointed out that China's textile exports are very competitive. Last year, although the total volume decreased, the share in foreign markets increased. Therefore, whether export or domestic production, enterprises still have confidence.

"Not to say that every enterprise can not export, we must do domestic sales and make brand."

Zhang Yankai believes that qualified enterprises can do some domestic sales, and some small processing enterprises have been able to process foreign countries in the past. Now, some large brands in China may also be able to process small and medium-sized enterprises in China. Therefore, small businesses may not necessarily get a brand to do well for large and good domestic enterprises. "Because the domestic market investment is also great. Let's not say that the pformation is not so fast, that is, some small businesses have to invest some money in the domestic market to publicize themselves."

Zhang Yankai said that large and medium-sized enterprises will see good results from the general situation this year. The prospect of large enterprises is more optimistic, and small and medium-sized enterprises, especially small ones, still have some difficulties. If they are prepared well, if the enterprises fail to find the right way out, they will very likely withdraw from the market. All small and medium-sized enterprises should strengthen their own construction and find a way out in a multifaceted and multi-channel way.

"The economy is stable this year, and the demand is likely to increase.

China's textile and apparel market share increased in 2009, which means that we are competitive.

Zhang Yankai said, do not always think that how much money the foreign businessmen say, how much money is the amount of money that foreign businessmen say? With the competitiveness of Chinese textiles, it is impossible to substitute other countries' textiles for Chinese textiles. "In the future, the discourse power of Chinese textile prices will gradually increase, and we should be more confident."

　　市場營銷和建立品牌方面要創新

The wool industry developed from the processing of raw materials has created the brilliance of Dalang town yesterday.

If we want to create a brilliant future tomorrow, we need to open up new ideas, assess the situation and take a comprehensive look at the situation of the international and domestic wool industry. We must persist in innovation in our thinking and actions, and find the location of the market in the whole market with the eye of development and innovation.

How to objectively and scientifically look at the big woolen weaving industry?

To compete with peers at home and abroad, what advantages do the big wool weaving industry have?

What are the disadvantages?

All of these must be sober.

"After a long time of development, the advantage of the big wool weaving industry has some advantages.

Tang Haibin believes that the advantage of weaving in the industrial chain is processing. Mature wool workers have experience in cooperative production with foreign countries. They have advanced mechanical equipment, a platform for the trading of wool products, and perfect procurement, sales, logistics and distribution systems.

Tang Haibin also pointed out that even if our products occupy the whole market, it will only earn a little bit of processing fee, and Dalang's Woolen weaving factory has a large number, small scale, no research and development capability, and fighting against each other, and there is no resultant force.

"While adhering to pformation and development, we need to innovate and develop. We must make good use of existing advantages in innovation."

Tang Haibin said that innovation is to pform the inferior part into an advantage process in the big wool weaving industry chain, and to continue to carry forward the advantages. We should find a breakthrough from the production and marketing of wool products, and find the breakthrough point through innovation, and solve the demand from point to point.

To solve the demand problem, develop the market and cultivate the brand, the first thing is to integrate resources, who will lead, plan, organize and implement, and how to solve the financial problems of economic activities.

Tang Haibin believes that the innovation of the big wool weaving industry in marketing and brand building is to find a breakthrough point and breakthrough. For example, China has entered an aging society, and there are about 200 million of the elderly population. The elderly demand will promote the development of many industries in the future. The wool industry is also among them. We can design and develop some sweaters for elderly people. At the same time, we should combine filial piety with our parents and play the slogan of "filial obedience to parents and warm family - Dalang sweater". At the same time, we should consider advertising with CCTV's "sunset red" program.

"Throughout the operation experience of successful brands at home and abroad, thousands of production enterprises in the big blue weaving industrial cluster need to twist into a rope and make concerted efforts to create the brand of" big wool weaving ".

Tang Haibin pointed out that, like Huaxi Village, Jiangsu, the village economic union, which is more concentrated by the greater wool weaving enterprises, was initiated by the wool weaving enterprises in the cluster. The combined wool textile enterprises were listed on the packaging and listing, and a real joint-stock enterprise was established. The listed company was responsible for the operation, sales and R & D of the brand of "big wool weaving".

　　唐海斌說，統一品牌后，用大朗毛織企業生產的優勢到全國布點建合資廠，把大朗過剩的生產力向內銷延伸，這樣在物流成本上會降低，用工成本也會降低，營銷啟動在各地方的成本較低，而在大朗總部強化國外市場的開拓和提升毛織產品的研發設計能力，“整合資源，建立大朗毛織品牌，是一個長期的過程，需要很強的經濟財力做后盾。”