2010 Zhili: Children's Clothing And Cashmere Hair Strength

The clothing industry in Zhili is changing from the traditional sales way to the modern marketing mode, from the price competition to the brand competition, and from the volume expansion to the qualitative improvement.

Zhili Town, Huzhou, Zhejiang, is a "double" famous brand of Chinese children's wear and brand cashmere clothing. In 2002, it was named "China's children's clothing town" by the China Textile Industry Association and the China clothing association. In 2009, it was awarded the title of "Chinese brand cashmere dress town" by the China Textile Industry Association.

Children's clothing industry to achieve "three changes"

In recent years, Zhili Town, which has become the "strong brand of Chinese children's wear brand", has achieved remarkable results in adjusting the industrial structure of children's clothing, and the whole industry has gone against the trend in the financial crisis.

According to statistics, by the end of 2009, Zhili town had 11468 children's wear enterprises, including 6780 children's garments and 917 fabrics, and children's wear enterprises grew 23% year on year.

Of course, the children's clothing industry in Zhili is also facing the same problem of other industrial clusters, and the industry is still a quantity driven growth mode. In recent years, with the input of hardware facilities, the increase of cost, the shortage of labor force, the low cost industrial advantage is gradually losing. Weaving is urgently needed to cultivate the brand driven growth mode and accelerate the transformation and upgrading of the whole industry.

Since 2009, the government of Zhili town has launched a series of special actions to upgrade the industry to promote the "three transformations" in the children's clothing industry. That is to say, to change from the traditional sales mode to the modern marketing mode; from the price competition to the brand competition, and from the quantity expansion to the qualitative improvement, to form a brand efficiency children's clothing industry, and constantly promote the development of children's clothing industry to the modern industrial cluster.

To this end, Zhili implemented the "455" project in an all-round way, and implemented four major strategies, namely, regulation model, brand type, science and technology type and export-oriented mode. It plans to use three years to make Zhili become an advanced manufacturing center for children's clothing in China, a design center leading children's fashion, a children's clothing brand gathering center, a domestic children's clothing marketing center and a children's wear industry information distribution center. We should further expand, strengthen and make the best products, do the brand, and work together to create the overall image of the regional brand of Zhili children's wear.

For the transformation and upgrading of Zhili children's clothing industry, the government is more to guide and create a good environment for industrial development. But as the theme of industrial transformation and upgrading, enterprises need to bring about changes in industrial structure through the innovation of business models, and enhance the ability of sustainable development.

If we say that the cultural and industrial advantages of weaving children's clothing for many years are the internal cause of industrial upgrading, then the expansion of the brand children's wear market is the external driving force to promote industrial upgrading. With the government's efficient and pragmatic standard management, the time for the upgrading of Zhili children's clothing industry is ripe now.

Nowadays, the children's clothing in Zhili has taken the steps of transformation and upgrading by adhering to the principle of combining government led and responsible departments, promoting key promotion with overall improvement, standardizing standards and solving problems, and coordinating industrial upgrading with market demand.

according to Weaving Secretary Chen Xintang said that in the next three years, the government of Zhili town will introduce relevant policies to cultivate several benchmarking enterprises, encourage enterprises to set up various forms of business organizations and business cooperation organizations, form a batch of modern business models, and introduce a batch of famous brand enterprises of children's clothing at home and abroad, and guide products such as fabrics, accessories, sand washing, non-woven, printing, embroidery, rib and other related industries to enhance products and services; organize enterprises to visit influential children's clothing enterprises in the market, carry out cross flow activities, learn successful experiences, organize enterprises to participate in large-scale clothing exhibitions, find deficiencies and promote improvement, and push children's clothing enterprises to equip high-tech equipment, improve work efficiency and reduce production costs. Town Party committee

At the same time, enterprises should be encouraged to develop new sales models based on traditional wholesale markets and exclusive stores, such as network sales, holding up children's clothing Supermarkets and other new sales models. Start the two phase of Zhili children's wear city, introduce children related industries, guide them to the concept of life hall, combine with animation industry, and transform traditional sales of children's clothing to children's eating, drinking, playing and music integration, and actively build a three-dimensional sales network of children's clothing in Zhili.

Cashmere industry to enhance brand connotation

Accelerating development Children's clothing industry At the same time, the cashmere industry of Zhili town has also developed rapidly, becoming the gathering place of Chinese cashmere clothing brand. The resources of cashmere resources, processing technology, product quality and market share have all become advantages in Zhili town.

At present, Zhili town is engaged in more than 100 wool and cashmere production enterprises, 20 Enterprises above Designated Size, nearly 20 thousand employees, and about 3000000 cashmere sweaters per year. Among them, the three brands of "Zhen Bei", "Mi Huang" and "Palo" have won the title of Chinese well-known trademark.

Weaving Cashmere industry The rapid development is inseparable from the constant emphasis on developing and improving the quality of products. In order to meet the needs of high-grade knitted wool and cashmere products in China, the cashmere enterprises in Zhili Town focus on the transformation of the whole equipment, and invested a lot of money to introduce a batch of the most advanced production equipment and production inspection equipment in Britain, Germany and Italy.

At the same time, we also introduce professional and technical personnel to enhance the technological content of products. For example, the group has set up a new product research and development center based on technology relying on Tsinghua University, Peking University and Zhejiang University. It focuses on R & D with independent intellectual property rights. In recent years, it has developed high-tech anti-static cashmere products, anti cashmere cashmere products, anti radiation cashmere products, and anion multi-functional cashmere products, as well as washable cashmere products to fill the gap of domestic cashmere sweaters, thus achieving a leap from single product innovation to comprehensive technological innovation.

In brand promotion, Zhili town has broken the relatively conservative and closed passive transmission of cashmere industry, showing a new way of promotion, such as interactive communication with consumers and experiential marketing. For example, "Mi Huang" is the first brand to successfully implement entertainment marketing in the industry, taking the lead in using the spokesperson strategy in the industry, shaping and transmitting the brand image of MI Huang's "implicit luxury".

In addition, the effective agglomeration of industries has attracted a large number of outstanding technical and managerial talents including top ten fashion designers nationwide.

At present, the cashmere industry in Zhili is also in the critical period of speeding up the industry. On the one hand, we must consolidate the existing advantages and speed up the development; on the other hand, we should make big industries, innovate product grades and quality, and continue to maintain the technological and brand advantages of cashmere in the whole industry.

Weaving people are "jumping out of weaving to see weaving, merging into the whole country to see weaving, looking at the world and looking at weaving", defining industrial positioning and spatial layout. Integrating all kinds of factor resources of cashmere industry, taking leading backbone enterprises as the main body, taking assets, resources, brand, technology and market as the link, promoting the reorganization and merger among enterprises, cultivating large enterprises and large groups with multiple property rights, complementary advantages, advanced management and core competitiveness, giving play to the leading role of the leading industry, promoting the upgrading of industrial level and the development of clusters.

Zhili town government also encourages enterprises to strengthen cooperation with industry and research institutes at home and abroad in well-known universities and research institutes, and create regional scientific and technological innovation centers leading to cashmere and wool garment fashion; encourage enterprises to establish R & D centers, strive to improve their capability of independent innovation, increase the added value and market competitiveness of products; further increase the introduction and training of technological R & D, top management talents, and innovate the incentive mechanism of talents introduction; give full play to the existing national brand advantages, co-ordinate the creation and development of regional brands, intensify publicity and promotion, strengthen quality management, and start the regional brand of "cashmere cashmere", so that brand advantage can truly transform into a real market competitiveness.

At the same time, speeding up the construction of the brand of cashmere cashmere, extending the industrial chain and improving the market system are important ways to achieve bigger and stronger cashmere industry.

To this end, Zhili town will set up a new brand cashmere brand museum with exhibition, trading, logistics, R & D, information release and tourism and leisure as a whole, forming a relatively centralized layout, maximizing the efficiency of resource utilization, forming the core brand block, vigorously developing the productive service industry, and building a modern logistics center integrated with warehousing, transportation, freight forwarding and third party logistics business, vigorously developing the invisible market, and developing new trade circulation formats such as product agent distribution, chain monopoly, and logistics, distribution, e-commerce and other modern logistics industries. A modern market system based on professional market, brand clothing shop and modern marketing means has been formed.

"Development" is the theme. "Transformation" is the main line. As the two business card in Zhili Town, there is still a long way to go in the future. To this end, Zhili town is speeding up the adjustment and optimization of industrial structure, accelerating the pace of technological innovation, accelerating the construction of major industrial projects, promoting economic transformation and upgrading, and creating a new era of transformation and upgrading of children's clothing and cashmere industry in Zhili.