Creative Design Of "Grafting" Of Traditional Textile Industry In Yuhang

　 Yuhang home textile has a long history. As early as 2002, it was recognized as the first batch of China's home textile industry base and the famous Chinese fabric city.

At the International Home Textile Expo, Yuhang home textiles are favored by merchants.

Walking into the VIP area of Shanghai World Expo China Pavilion, the sofa and tea table on the sofa are full of Chinese characteristics and fashionable atmosphere. Pillow , Tablecloth Such soft adornments make people feel warm and comfortable.

All these home textile products come from Yuhang. Located in the outskirts of Hangzhou, Yuhang was recognized as the first batch of China's home textile industry base and the famous Chinese fabric city as early as 2002. According to statistics, at present, Yuhang has more than 4600 kinds of home textile enterprises, 328 Enterprises above Designated Size, and over 10 billion yuan of industrial output value above scale.

In World Expo, decorate the China Pavilion. This is the first successful appearance of Yuhang home textiles at the world class fair, which indicates that after the impact of the international financial crisis, the traditional home textile industry has stepped out of a brand transformation and upgrading road leading to the effective grafting of traditional industries and creative designs.

Search for new strategic resources

More than 10 years ago, it was no exaggeration to say that there was no brand in Yuhang home textiles. The growth of domestic textile industry index was driven by factor input. However, under the background of increasingly scarce resources, this mode of development is obviously not sustainable.

In recent years, international market order prices, raw material prices and labor costs have increased, which has brought great impact and impact on China's home textile industry. "Yuhang home textiles" was the first to feel pressure, and earlier realized that we must find new alternative strategic resources to make up for the shortage of factor resources and form new comparative advantages.

This new strategic resource is brand 。

Brand competition is the focus of market competition. The implementation of brand economic engineering is the necessity to enhance Yuhang's economic competitiveness and promote the rapid and healthy development of the economy. Zhu Jinkun, member of the Standing Committee of the Hangzhou Municipal Committee and Secretary of the Yuhang District Committee, told reporters that in order to accelerate the construction of home textile industrial clusters and achieve industrial transformation and upgrading, Yuhang's choice is to focus on brand cultivation and seize the commanding heights of the industry.

In terms of policy support, in 2002, Yuhang District launched the brand economic strategy in the counties and cities of Hangzhou, issued a reward policy, and awarded a maximum of 1 million yuan reward to enterprises that won well-known trademarks and famous trademarks in provinces and cities respectively.

In terms of platform construction, Yuhang district has set up national R & D platform for textile CAD Yuhang science and technology center, Zhejiang Sci-Tech University digital innovation base, Yuhang home textile research and development center, and regional brand creation platform to enhance enterprise innovation and brand building ability.

In June 2009, Yuhang introduced the implementation plan of the transformation and upgrading of the home textile industry and the action plan to enhance the development for three years. It took brand cultivation as an important content, led the development of home textile industry with regional brand, and took the road of brand building which was created by regional brand and enterprise's own brand. Through 3 years' efforts, we will strive to start the regional brand of Yuhang home textiles and realize the transformation and upgrading of Yuhang home textiles.

Zhang Yongqiang, director of the Yuhang industrial and commercial bureau, told reporters that over the years, the Yuhang district government's reward for famous trademarks and famous trademarks has reached 13 million 420 thousand yuan, of which 5 million 700 thousand yuan was awarded in 2008 and 2009.

At the same time, Yuhang textile enterprises have also accelerated the pace of brand building. St. Fred textile company invested about 12000000 yuan, introduced advanced embroidery machine equipment, and built more than 1000 square meters sample exhibition hall to expand the brand influence; Huachen flocking introduced European advanced production line, developed and produced high-grade curtains, and promoted brand value. Cloth tiger company innovating development concept and operation mode, introducing German designers and other domestic and foreign designers alliance, taking technology stock and earnings commission to accelerate product R & D design, integrate all kinds of superior resources, and create sales terminal brand.

It is with a forward-looking vision and support policy that in 8 years, Yuhang home textiles successfully seized the high point of home textile brand. At present, Yuhang's home textile industry has 2 well-known trademarks in China, 1 famous brand products in China, 2 famous trademarks at the provincial level, 3 famous brand products at the provincial level, 7 famous trademarks at the municipal level, 9 famous brand products in the city, and 18 famous trademarks in the district. In particular, the company has become the first drafting unit to formulate the national standard for decorative fabrics, representing Yuhang's home textile enterprises, and has established the industry status of Yuhang home textiles.

Marketing is a new way of life.

It is not easy to create a brand. How to manage the brand and maintain the brand makes it more important to become a "century old shop". To break through the market and break the industry depends on excellent brand marketing.

It is not easy to create a brand. How to manage the brand and maintain the brand makes it more important to become a "century old shop".

For Meiyuan textile, creative marketing is a sharp weapon for its market breakout.

In 2007, Meiyuan textile, which has long been known for its export sales, has cut the home textile market into two categories: adult home textiles and baby home textiles for the first time, with the keen market sense of smell and the use of "cutting marketing". It has created a sub brand "Baer" specializing in infant textile production, and has quickly become the leading brand of Chinese infant home textiles.

"At that time, almost all manufacturers were caught up in the fierce competition in the adult home textile market. If the textile industry is involved in such competition, it may take a long time to establish its advantages," mowen Jian, general manager of Meiyuan textile company, told reporters that now, the United States textile Co., Ltd is making an article on the market gap of baby's home textiles, plus its own product research and development capabilities and sales channels, and continues to grow bigger and stronger.

In the course of the development of enterprises, Mo Wen Jian has always been committed to better product marketing, better brand building and better corporate image with better marketing. He believed that breaking through the market and breaking through the industry ultimately depended on excellent brand marketing.

Reporters found in the survey, in the actual sales, "Le Baer" to play a healthy card, to ensure that "happy Baer" products used in pure cotton, fiber materials, all from the original natural ecological areas of Xinjiang, Inner Mongolia and other places purchased; at the same time, Mo Wen Jian invested about 2000000 yuan, hi-tech domestic brand, marketing and management experts, design brand LOGO, store display, so that brand management more scientific and standardized; in order to quickly promote the "Baer Baer" brand, and quickly occupy the market, "Le Baer" abandoned the traditional mode of agency sales, and directly adopted the franchise mode which is more conducive to promoting the brand and controlling the sales network. A series of marketing tools have made the "Le Baer" product popular in the early days of listing, and become the leader of our baby textile.

Also rely on marketing to win the cloth tiger company. In 2009, cloth tiger company opened a more than 1000 square meter "tiger tiger software life" flagship store in Hangzhou. In its flagship store, comfortable sofa, beautiful carpet, exquisite utensils... The soft decoration of home life can be found here, but the colors are rich and harmonious.

In fact, cloth tiger is the pioneer of home textile industry in China. At the beginning of the business, the main products are curtains. Along with the development of the enterprises, the chairman found that curtains are the essential fabric products of the family. Not only should we improve their artistic taste, but also consider the overall effect of the home design, and treat the beauty and development of the curtains in isolation, and it is difficult to meet the needs of the market.

The result of changing the concept is to combine curtains and bedding together from color to style, from curtain, bedding to soft bed, cloth sofa, integrated design, overall collocation, and whole room display. Jiang Hongyan, deputy director of Yuhang industrial and commercial bureau, thinks that this is actually not just selling home textiles, but marketing a new way of life.

Developing a new blue ocean

The traditional home textile industry tends to focus on the low-end manufacturing process, how to turn around quietly, avoid homogenization of products, and move from weaving to intelligent manufacturing.

The traditional home textile industry often concentrates on the low-end manufacturing process. R & D, design, brand and market, logistics and after-sale are short boards, which cause homogenization of products and restrict the development of the industry. How to quietly turn around and avoid excessive competition in the low-end market? Wu Haiyan, vice chairman of the CPPCC National Committee and the China Fashion Designers Association, once gave Yuhang home textiles "pulse": widening the industrial chain and developing a new blue sea. Some small and medium-sized enterprises can become leaders in one aspect, forming a benign competition characterized by differentiation and doing well in "big home textiles".

Deputy director of the Yuhang District, Tian said, with the support of the government departments, new bright spots are emerging in the traditional home textile industry of Yuhang. Creative design and independent research and development are becoming fashionable. A group of new creative home textile enterprises are letting the two sides of the "smile curve" of the value chain continue to rise, and truly realize "weaving" to "intelligent manufacturing".

"We don't make home textiles, we are creative." Zhu Jianwei, general manager of fan Bang decoration company. As an unknown home textile enterprise, it seems that some countries are "not doing their jobs", but this is the unremitting pursuit of the 6 years since the founding of the state. {page_break}

In the early days of the founding of the Republic of China, Zhu Jianwei realized that relying on traditional low-end products and low price competition is not sustainable. In the course of enterprise development, fan bang, with design innovation as the breakthrough point, will bring products with design elements of the world into the market, and provide trademark design, corporate image design and textile pattern design for other home textile enterprises. At present, the enterprise and the domestic textile industry dozens of famous brand enterprises long-term cooperation, annual output value of more than 10 million yuan.

"National standard" is an important manifestation of independent innovation capability, and also an important way for enterprises to build their own brands and enhance their core competitiveness. In 2005, with the support of industry and commerce, quality inspection and other departments, the national standard for textile decorative fabrics was drafted and implemented by the company. In addition, Hang Seng printing and dyeing enterprises and other enterprises through the textile eco label "OEKO - TEX100" certification, for enterprises to break through the textile trade "green barrier" in Europe and America has obtained the pass.

Reporters noted that more Yuhang textile enterprises are cultivating high-quality talents and building excellent design platform as the key to promoting sustainable development of the industry. Many enterprises have been interacting with well-known textile design professionals in Colleges and universities, absorbing new elements in original design works, and implementing these ideas with sophisticated techniques, so as to truly transform creativity into products and finally find the "blue ocean" of the market.

In the process of discovering the "blue ocean", the leading role of the government is to help enterprises "bridge". According to the field, at the end of 2009, the Yuhang district government and Alibaba group jointly created the "Ali Yuhang" e-commerce area to build an electronic information and business network marketing public service platform for enterprises, so that the application of e-commerce in Yuhang district has entered a new era of transition from "individual" to "whole".

Recently, under the initiative of brand furniture manufacturers such as fan bang, Yuhang district also plans to set up a home textile design creative park, which will enhance the overall level and design and production level of Yuhang home textiles. It is reported that after the completion of the creative park, it will provide design, color matching and finished product design services for the enterprises concerned, and provide professional services for designers, such as professional training and electronic sales platform.