Pu Yuan Sweater: The First Regional Brand To Create A Precedent

The use of industrial cluster advantages to cultivate regional brand names is a strategic choice to pform the development mode and realize pformation and upgrading of lump economy.

Tongxiang block economic characteristics are distinct. The identification of "Pu Yuan sweater" regional brand names has strong reference significance for other block industries in our city.

"Pu Yuan sweater": the first regional brand to create a precedent

Zhejiang regional brand recognition began in 2008.

According to the "Zhejiang regional brand evaluation and management measures", Zhejiang regional brand is an important part of Zhejiang famous brand. It is a collective brand of a certain product or a certain product based on an industrial cluster formed in a specific area of Zhejiang province with a large scale, large market share, high popularity and reputation.

Also in 2008, the Tongxiang municipal Party committee and the municipal government formulated a number of policy opinions on promoting the pformation, innovation and development of the city's economy. For the first time, we added "encouraging the creation of regional brands and giving a one-time 100 thousand yuan reward to new towns (streets) which have gained national industrial famous towns or manufacturing bases".

The strange noun of "regional brand" has begun to enter people's field of vision.

The sweater industry is the main traditional characteristic industry in our city, and the lump featured economy is obvious.

According to statistics, by the end of 2008, there were 6056 sweater manufacturing enterprises in the city, with a total industrial output value of 24 billion 470 million yuan, accounting for 25.8% of the total industrial output value of the whole city.

The sweater enterprises are mainly distributed in the town of Pu Yuan, a famous sweater town in China, and the surrounding towns and streets of Wu Tong, Tu Dian, Long Xiang, and so on, have formed a sweater industry cluster centered on Pu Yuan.

As early as 2006, the municipal government approved the implementation of the "Tongxiang sweater industry quality revitalization work implementation opinions", vigorously implemented the sweater industry quality improvement and brand cultivation project.

A number of sweater enterprises with a certain scale and foundation have been selected in the city to be included in the "313 famous brand cultivation project for thousands of enterprises" and the Jiaxing brand cultivation plan, and the "123 plan" for sweater enterprises has been specially formulated.

The Management Committee of Pu Yuan town Party committee government and Pu Yuan sweater market responded positively, advocating the "brand building year" campaign, implementing the two-way strategy of "brand market construction to drive brand product sales, brand products to promote brand market promotion", increase the cultivation of independent brand, and enhance the brand awareness of enterprise owners.

In the 2008 list of "the 500 comprehensive strength of township and township enterprises" and "the 500 strongest potential of township investment in China", Pu Yuan town ranked eightieth and nineteenth, ranking first in Jiaxing.

At present, there are more than 800 independent brands in the Pu Industrial sweater industry cluster. There are a large number of famous industrial brands such as the shallow autumn, Chu Lao, Australia, pure, holy land, sparrow, pure love and so on, and have attracted famous clothing brands such as Pierre Cardin, Goldlion, crocodiles, Ordos, Heng Yuanxiang, deer king, snow lotus and Tianshan.

With the "Tongxiang sweater industry cluster center" and the radiation of the towns, streets and surrounding areas, the town of Pu Yuan took the lead in attacking the regional brand.

In 2008, "

Promoting industrial upgrading with standardized construction

Whether or not to adopt unified, advanced product standards and raw material standards in the cluster is one of the core requirements for creating regional brand names in Zhejiang.

Pu Yuan sweater industry takes an active part in the standardization work of the industry and strives to speak in the same industry in China.

In July 1, 2009, a day worth developing in the history of sweater industry.

Tongxiang Pu Yuan sweater association first issued the "quality and integrity alliance standard of Pu Yuan sweater", which was drafted by Zhejiang sweater quality inspection center, and made unified stipulation and restriction on the establishment and improvement of quality integrity education and reward and punishment system, quality inspection, after sale service, quality tracing, quality indication and indication.

Its contents include: "when a customer buys this union sweater, if it appears surface defects within 10 days from the date of purchase, it may replace the sales certificate with the original sales point."

"Under normal use conditions, the warranty period is 15 days from the date of purchase."

Wait.

20 companies voluntarily filed for the record.

A series of initiatives can be described as an epoch-making effort that is praised by consumers.

Participation in standardization has become a common practice in Pu Yuan.

Pu Yuan human resource training service center has participated in the compilation of the national occupational standards for horizontal mechanics, and has compiled relevant teaching materials such as training course for flat knitting machines and assessment criteria for professional skills of horizontal mechanics.

The provincial quality inspection center of cardigan participated in the formulation of the industry standard for semi combed wool knitting yarn and semi worsted knitwear.

As a supporting industry system for the sweater industry chain, finishing and knitting flat knitting machine equipment manufacturing play a key role in improving the quality of the whole sweater industry.

The municipal quality supervision departments should give full play to their advantages, guide and encourage the finishing enterprises, and manufacture enterprises of knitting flat knitting machines to carry out independent innovation, pform scientific and technological achievements into standards, apply standards to industries, and promote the quality improvement of the whole sweater industry.

The Tongxiang sweater dyeing and finishing chamber has developed sweaters after finishing the new type of dyeing and finishing compound enzymes, developed a new green sweater finishing technology, built a service commitment and quality integrity system, established industry alliances, and formulated the implementation of the green post finishing alliance standard.

Through the promotion and implementation of the project, the anti pilling performance, color fastness and AOX content of sweaters can meet the requirements of international standards, thus breaking technical barriers to trade abroad.

At the same time, the BOD5 and CODcr content of the waste liquid can be reduced by more than 50% than that of the traditional finishing process, so as to achieve the requirements of energy conservation, emission reduction and environmental protection.

In 2009, when the financial crisis swept over, the domestic PU based sweater industry was not subjected to a fatal impact. However, due to the fact that the regional foreign trade enterprises fought for the domestic market and occupied the market space, and the domestic demand was tight, the growth rate of the sweater market turnover slowed down significantly.

"Creating regional brand names and fist products, making sweater products change from warm to fashion, is an important measure to ensure growth, expand domestic demand, readjust the industrial structure, and pform the development mode of the sweater industry in Pu Yuan".

Zhu Shaoming, deputy director of the Pu Yuan sweater Market Management Committee, said.

In fact, the establishment of regional famous brand and cultivation of famous brand have become the important starting point to promote the new economic development.

Facing the increasingly fierce regional economic war, how to seize the opportunity to develop has become a realistic topic for the party committees and governments at all levels.

Taking the technical innovation of the key enterprises of sweater production equipment as the breakthrough point, Pu Yuan town builds a pilot base for the application of knitting machinery and automation control technology. Through joint development with Zhejiang University, the production equipment pformation is carried out to realize the localization of computerized flat knitting machine, which has broken the restriction of the imported electric brain flat knitting machine because of its high price, high cost and difficult popularization, which has changed the backward production method of manual operation of the sweater industry and improved the labor efficiency.

For many sweater manufacturers, the positive significance of "Zhejiang plain sweater" regional brand is more profound.

Wang Lixiao, chairman of Zhejiang Ao pure Garments Co., Ltd.

3 years ago, Wang Lixiao, who was eager to start his own brand "Australian sheep pure", encountered an awkward matter: if the sweater was produced by Pu Yuan, the shopping center would not let the cabinet go, because the popularity of Pu Yuan was not high enough.

Under the helplessness, Wang Lixiao had to register in Shanghai "Shanghai fluorescent bead Clothing Co., Ltd.", and then the registered trademark of Zhejiang to Shanghai company.

Later, Wang Lixiao thought of a way to show the identity of the sweater maker.

That is to drag a "tail" under the tag, and use the dotted line to separate it. The "tail" part indicates "Australia pure" and production address.

If the customer has an opinion, remove the "tail" part.

With the expansion of the popularity of Pu Yuan sweater, Wang Lixiao gave up the use of "fluorescent beads" trademark, only marked "Australian sheep pure" on the sweater board, and showed the identity of Pu Yuan manufacturing.

"I was embarrassed to tell my customer that sweaters were produced by Pu Yuan, and now there is no such concern."

Over the past 8 years, Wang Lixiao has made "Australia pure" a "famous brand in Zhejiang". In 2008, the annual sales volume of independent brands reached 100 thousand, which doubled to 200 thousand last year.

At present, "Ao Yang Chun" is taking the expansion route of its own brand terminal. Wang Lixiao said that the brand of Pu Yuan sweater is the backing of Zhejiang regional brand. This year, the sales volume of its own brand is expected to reach 400 thousand, creating a "China famous brand".

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Urgent need for pformation and upgrading

Pu Yuan sweater is a paragon of the regional featured block industry and the regional characteristic market of the lower league area in our city. It has formed a blocky industry with the leading product prominent and the production and marketing integrated into one.

The formation of Zhejiang regional famous brand "Pu Yuan sweater" indicates that the massive economy has developed into an advanced form of industrial clusters.

The regional characteristic block economy of Tongxiang is originated from "one country, one product". After years of development, the number of block economic professional zones characterized by industrial clusters has been increasing and the scale is growing. The city has formed many block characteristics economic zones such as chemical fiber, sweater, fur, home textiles, cloth, shoes and so on. It has "famous Chinese sweater town" - Pu Yuan, "China chemical fiber town" - Zhou Quan, "China's fur town" - Chongfu, "China's home textile and textile town" - hemp, "China's flocking textile town" - Tu Dian and "China silk spinning (weaving) famous town" - rivers and mountains.

According to incomplete statistics, the lump economic aggregate accounts for 70% of the total industrial output of the whole city, and has become an important force to promote the regional economic development of our city.

There are many small and medium-sized enterprises in lump industries. The advantages of single enterprises are not obvious, and the influence of brands is not enough.

Even in a slightly larger enterprise, the conditions and capabilities of implementing the famous brand strategy may not be enough, and it is difficult to form competitive power with international famous brands.

At present, most of the block economy in our city is still in its growth stage. There are such problems as low industrial level and extensive development mode. Most of them lack core enterprises and well-known brands. They are at the low end of the industrial chain and have reached a critical period of urgent pformation and upgrading.

Once a regional brand is formed, it can be shared by all enterprises in the region.

In a sense, the promotion and utilization of Zhejiang regional famous brand has far-reaching significance and positive role in enhancing the reputation, popularity, comprehensive competitiveness, enhancing the capacity of production and development, and grasping the initiative of production and operation.

The popularization and use of Zhejiang regional brand of Ma Bridge warp knitted the original scattered enterprises into a rope. Not only the brand effect of big enterprises has been enhanced, but also the small and medium-sized enterprises have benefited from it.

The creation of "Pu Yuan sweater" regional brand has provided valuable experience for other blocks economy in our city to create famous brand.

In the first place, we should further integrate all kinds of resource elements in the block industry, give full play to the overall advantages of the regional characteristic lump industries, actively learn from and promote the advanced quality management mode, and strive to cultivate a number of advanced demonstration enterprises in quality management, consolidate the foundation of regional brand cultivation, and pform the regional characteristic lump industries to the modern industrial clusters.

Because regional brand is a kind of public goods, it is necessary to work together to create regional brand names by relying on the strength of the government and relevant departments, industry associations and enterprises.