China Home Textile Association: The Chinese Market Is "Ya Lara Mountain".

The industry, which was originally expected to lose money, has gone against the trend of universality, and the overall upgrading of the home textile industry has important reference significance for Chinese enterprises to get out of the crisis.

China Home Textile Association survey Jiangsu Haimen, Shandong Gaomi, Wendeng, Hebei Gaoyang, Zhejiang Yuhang, Shaoxing, Xiaoshan, Haining, Tongxiang, Tu Dian, Jiaxing, Jiashan 12 industrial cluster economy in 2010 1-2 months.

Project amount over the same period (%)

Total industrial output value (10000 yuan) 216082915.54

Industrial sales value (10000 yuan) 205355317.63

Export delivery value (10000 yuan) 4735519.96

Main business income (10000 yuan) 20420228.6

Total profit (10000 yuan) 12207135.27

Note: the average profit rate of the 12 industrial clusters is 5.98%, and the average export share is 23.06%.

Over the past two years, China's foreign trade has been hit hard. Many of the industries that previously relied mainly on exports suffered serious survival crises, and the textile industry took the lead.

When the crisis began in 2008, tens of thousands of textile businesses went bankrupt, and even 2/3 of the enterprises were faced with adjustment.

Where does the flood come and look for Noah's Ark?

To this day, it is surprising that, as a branch of the textile industry, China's home textile industry has been the first to withstand the test of crisis. In 2008 and 2009, the growth rate of home textile industry was 11.4% and 9.1% respectively, and the growth trend of contrarian was achieved.

The industry, which was originally expected to lose money, has gone against the trend of universality, and the overall upgrading of the home textile industry has important reference significance for Chinese enterprises to get out of the crisis.

Medium sized enterprises and "medium speed era"

From 2000 to 2009, the composite growth rate of China's economy reached nearly 10%, while the growth rates in 2008 and 2009 were 9.3% and 8.7%, respectively.

Some scholars predict that China will soon enter a "middle speed era".

From 2000 to 2009, the composite growth rate of the home textile industry exceeded 20%, but Yang Zhaohua, President of the China Textile Association, said that the phenomenon of homogenization of the Chinese textile industry is serious at present, and that the seller era has ended. In 2008 and 2009, the growth of the home textile industry has fallen below 20% for 11.4% consecutive years, with a total of 11.4% and 9.1% respectively.

It seems to coincide with the trend of China's economic development.

The profit of the household appliance industry is generally less than 10%, and the profit of the auto industry is only about 5%. The average profit rate of the 2009 Top 100 restaurants in China is only 10.43%, and the home textile industry is also showing signs of the middle speed era.

In the next 5 years, the home textile industry will maintain a growth rate of 10% to 15%.

In the high-speed era, it is easy to cover up some crises. For example, because of the huge demand of overseas, the home textile industry earlier covered up the weakness of insufficient domestic market and low technical content. Once the sharp decline in exports, it will cause heavy losses to many enterprises.

In the middle speed era, the enterprises are committed to continuous development, so that they can make radical changes in the challenges. The profits of home textiles are concentrated at the two ends of the industrial chain, that is, design and terminal sales. The pformation of Zhejiang Yuhang and Shaoxing home textile enterprises is committed to the two end of the smile curve.

Through technological innovation, Central Asia has won the favor of overseas markets, and its autonomous design accounts for over 70%. The public hopes to gain competitiveness by adjusting product structure and technological innovation. Cloth tiger takes a unique "lifestyle display" market mode and aims at "overall home textiles", focusing on "software life".

At the same time, unlike our customary pursuit of "big business" and "global tycoon", the home textile industry lacks the heavyweight tycoons.

China's largest home textile enterprise, Luo Lai, is only 1 billion of its size.

It accounts for only 0.1% of the industry, 99.6% of the home textile industry is small and medium-sized enterprises, the average output value is only 10 million, and 95% is non-public owned enterprises.

Compared with the administrative annexation that some local departments and even local governments are keen on, and the "spirit making campaign" of the leading enterprises, the small and medium-sized enterprises, rather than the "giants", have finally become the Savior of China's real economy, which is enough to reflect.

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The rise of industrial clusters

Potter, a famous strategist, proposed in his book "national competitive advantage" that industrial clusters are conducive to the competitive advantage of the regional economy. The United States has become the world's largest economic power and is closely related to its numerous industrial clusters.

Many industrial clusters have also been formed in the course of China's economic take-off.

In Guangdong, there appeared Shenzhen's communication industry cluster and Shunde's household appliance industrial cluster. In the Yangtze River Delta, there appeared Kunshan computer industry cluster, Wenzhou leather shoes industrial cluster and Shengzhou tie industrial cluster. In the Bohai Bohai Economic Zone, there appeared Qingdao household appliance industrial cluster and Beijing IT industrial cluster.

Industrial clusters have great impetus to the development of industries and regions. Especially in China, the scale of private enterprises is generally not large. From birth, they are confronted with competition from the world giants. After forming the competitiveness of clusters, they can compete with their strong competitors.

This is why the Chinese textile industry has been able to stand firm after heavy losses.

In 2009, the output value of the domestic textile industry reached 900 billion yuan. In Zhejiang, Yuhang, Shaoxing, Xiaoshan, Haining, Tongxiang, Yiwu, Jiaxing, Jiangsu, Tongzhou, Haimen, Tongzhou, Gaomi and so on, ten major home textile industrial clusters were formed, and a large number of strong brands emerged, such as Otas, cicada, 44.66,0.56,1.27%, Luo Lai, Fu's day.

The Yuhang home textile industrial cluster in Zhejiang has emerged as the leading area of China's home textile industry in recent years.

In 2002, Yuhang district was awarded the title of "China's famous cloth city" and "China's silk weaving base", forming a chain of weaving, printing and dyeing, design, finished products and so on.

At present, there are more than 4600 home textile enterprises in Yuhang, with more than 300 enterprises above Designated Size, with an output value of about 10 billion yuan, accounting for 10% of the total local economy.

The remarkable characteristics of Yuhang's home textile industry cluster lie in the rise of the group of famous brand enterprises.

In Yuhang, Otas, cloth tiger, Zhongwang, Central Asia, Ke Lida, Hongsheng and other brands have sprung up.

There are 3 national brand names and more than 20 famous trademarks in Zhejiang.

The regional agglomeration effect has been basically formed with the well-known brand as the leader and the small and medium-sized enterprises to participate together. In the next three years, Yuhang home textile is expected to become one of the three largest home textile industrial clusters in the world.

Zhejiang's other textile industry base Shaoxing, Yang Xun bridge warp knitting takes the lead, its output value also reaches 10 billion, accounting for 90% of the domestic market and 70% of the international market.

In the field of curtain cloth, Shaoxing is also famous throughout the country, and golden cicada and Yulong are among the ten largest curtains in China.

The Chinese market is the "Lara mountain".

In the biblical story, Noah's Ark carried the survivors, bumping for hundreds of days in a stormy flood, and stopped at the Lara mountain in northeastern Turkey today.

Mount Lara has thus become the name of safety and fortune.

In this financial crisis, many enterprises survived the storm, and found that the land to save themselves is at the foot of the Lara Mountain -- the Chinese market.

After the advent of the financial crisis, home appliance enterprises are facing a double attack. Finally, household appliances to the countryside become life-saving straw.

Many enterprises have saved the industry by deepening the three or four level market.

In the field of photovoltaic industry, too.

During the 2008 crisis, 350 enterprises closed down, accounting for almost 85% of the industry.

Suntech Wuxi, which was once popular, fell by more than 90%.

Wuxi Suntech accounts for more than 85% in the European market, while only 1% in China's domestic market.

Since then, Wuxi Suntech has rapidly adjusted the market layout and gradually increased the weight of big markets such as China and the United States. At present, its market share in China is 20%, increasing by more than 10 times.

The hope of saving the solar energy industry in the future lies in the domestic market.

The final decisive place for home textile industry is also the domestic market.

In the early days of the financial crisis, a large number of home textile enterprises were struggling on the brink of death. By the first quarter of 2009, textile exports had slumped by 15.64%, and the overseas market was shrinking rapidly.

Forcing domestic textile enterprises to focus their market on the domestic market, to May 2009, the proportion of domestic sales of home textile industry has turned to an astonishing 82.15% in just a few short months.

In home textile enterprises, the most typical market pfer is Otas. Before that, more than 70% of Otas's market in Europe and America began to adjust after the crisis. In the past two years, Otas was committed to establishing sales terminals in the country. Now Otas's domestic market share has reached 70%, just contrary to the previous one.

The other giant, fuanna, was founded in 1994 and focused on the domestic market. Its annual average growth rate reached 30%, and up to 1200 sales outlets became the biggest killer in the domestic market.

In the industrial revitalization plan introduced in 2008, the textile industry ranks among them. Wen Jiabao and Wu Bangguo are the key to the continuous inspection of home textile enterprises.

Domestic market, especially in rural areas and other emerging market demand will significantly increase, and promote the leap of China's home textile industry.