Shengzhou, Zhejiang: Technological Innovation Creates The "Tie Kingdom"

Since the beginning of the tie industry in Shengzhou in 1984, it has ranked the forefront of China and even the world's tie industry in terms of scale, market share and brand awareness.

The tie industry in Shengzhou has more than 300 million tie ties, 160 million exports and an output value of more than 10 billion yuan annually.

It has been exported to more than 80 countries and regions, occupying 90% of the national market and 50% of the world market.

There are more than 1300 tie enterprises in the whole city, and 10 have sold hundreds of millions of enterprises.

From the above convincing data, it is not too much to describe the world as "leading".

Some industry experts describe the construction of tie clusters in Shengzhou as a miracle in the development of China's textile and garment industry cluster. We might as well briefly review the rise of this necktie city.

Great wisdom behind small products

26 years ago, Zhejiang Jia You collar Co., Ltd., founded by Hong Kong businessmen and invested 80 thousand Hong Kong dollars, realized a profit of 160 thousand yuan in that year. Then more than 20 tie companies followed suit.

Zhou Qingyu, Executive Deputy Secretary General of Zhejiang Shengzhou necktie Industry Association, said that nowadays, about 80% of the leaders of Shengzhou's tie industry are all from "good friends", including Jin Yao, BABEI's chief executive, Hu Shiliang, McDearm director Yuan Xiaobing and so on.

In the early days of Shengzhou tie cluster formation, unparalleled cost advantages, unreplicable information superiority and unique brand resources are the main forces to promote its development.

In Shengzhou, there are a large number of supporting enterprises in the more than 10 links of necktie production, such as dyeing, twisting, weaving, designing, printing, shaping, sewing, finishing, packaging and sales. The industry chain is very complete. At the same time, because Shengzhou is big enough to produce factories and small workshops, every household produces neckties, and there is frequent exchange of talents coming in and out of the way. First hand advanced technology and fashion information spread throughout Shengzhou. Finally, Pierre Cardin, Armani and other international famous brands in Shengzhou have led the international tie industry to Shengzhou, and also improved the technological level and brand awareness of Shengzhou enterprises.

If the early development of Shengzhou tie industry depends on the development of many enterprises from bottom to top, then in 1993, a top-down government power brought the Shengzhou tie industry to a new height.

"In the 90s of last century, the establishment of China's tie City, the Shengzhou necktie Industry Association and the China Apparel Association apparel Specialized Committee were established in Shengzhou, providing strong hardware and software foundation for industrial development.

In particular, the Chinese necktie Festival, which has been held for the ten time, has promoted the necktie product to works of art, greatly improving the cultural value of the necktie and its popularity and influence both at home and abroad.

Our government has always made one hundred percent efforts in guiding and supporting Shengzhou's tie industry.

Sheng Qiuping, mayor of Shengzhou, said.

Inlay the Pearl on the tie with quality

As Jiang Hengjie, a consultant at the China clothing association, said, "China is a big country in clothing, but the only way to call the world is the only tie."

What makes Shengzhou have the qualification to challenge the world? What is so different about Shengzhou's ties?

Statistics show that the Shengzhou tie industry has 6 well-known trademarks in China, 2 Chinese brand names and 11 national exemption products.

The reason why so many excellent enterprises benefit from a strong sense of scientific and technological innovation and willing to invest in advanced technology and equipment.

In the process of developing the brand of Shengzhou necktie to the world tie production base, the "catching up culture" has been spawned.

"To do is to be the first", "stagnation is retrogression", "capital plus intelligence is equal to wealth".

Under the influence of such management concepts, Shengzhou's tie industry has gradually increased its awareness of scientific and technological innovation in recent years. There are 1 key high-tech enterprises, 1 high-tech enterprises in Zhejiang, 1 provincial technology centers, 1 production promotion centers, and 4 provincial patent demonstration enterprises.

The design of more than 380 products has been authorized by the State Intellectual Property Office (EMB), and the "weight gain dyed silk" has been the title of the national key new product. The "digital simulation color fabric" has been awarded the title of Zhejiang high tech product, and the "high-density full imaging silk weaving technology" has won the two prize of the national technological invention.

Let's take a look at the technical equipment of Shengzhou ties. We can use the "top equipment Museum" to describe it.

Shengzhou's existing high-end computerized jacquard looms more than 1300, accounting for more than 60% of the world's most advanced necktie manufacturing equipment, is one of the most concentrated looms in the world. The production of high-grade jacquard fabric has exceeded the total sum of other major production countries in the world, with an annual output of over 2000 million high-end fabrics.

In addition, Shengzhou has nearly 10000 sets of ordinary rapier looms, and has more than 2000 and 24 hours of Nissan flower type production capability to achieve the production capacity from flower design to finished necktie, meeting the market demand of different levels of customers at home and abroad, and becoming the world's largest production base of yarn dyed silk necktie.

Under the premise of equipment revolution, coupled with the synergy of strategic innovation, platform innovation, service innovation and policy innovation, Shengzhou tie is eager to become the Pearl of the crown of the world tie kingdom.

In the future, expand Shengzhou's new silk road.

Six months ago, Jin Yaoyuan, chairman of Shengzhou necktie logistics Limited by Share Ltd, went to Sichuan to discuss with the local government the establishment of sericulture production base, in order to enhance the ability to control raw materials independently, and to reach agreement with Yunnan, Sichuan, Guangxi and other relevant counties and cities, and develop 980 thousand mu of sericulture production base locally.

As the annual silk consumption in Shengzhou is as high as 7000 tons, more than 95% of it needs to be purchased from abroad.

"If we want to master the voice of the upstream and downstream, we can not just stay in the process, win by quantity, we need to stretch our industrial chain."

Jin Yao said.

In addition to "stretching" to the upstream, the Shengzhou tie industry is also actively expanding downstream to release cost pressures and gain more profit margins.

"Silk expansion plan", "joint logistics company" and "encouraging overseas acquisitions" have brought Shengzhou ties to the "New Silk Road".

Zhou Qingyu analyzed: "from neckties to silk industry, Shengzhou has natural advantages. First, the global home textile industry is in an upward stage. Silk textile and neckties belong to jacquard products. The technology, equipment and design are interlinked, and the customer coincidence degree is high.

Two is the world's most advanced computer jacquard loom 60% in Shengzhou, the production of domestic high-grade silk jacquard fabric is the strength of Shengzhou tie enterprises.

Also last year, 13 companies in Shengzhou jointly invested in the establishment of two joint-stock logistics Limited by Share Ltd, expanding the logistics business of local necktie enterprises. This has undergone tremendous changes compared with the previous models of Shengzhou enterprises, regardless of their size, including their own warehouses, pport vehicles, self pport and self purchase of raw materials, which can be said to be revolutionary.

According to statistics, joint logistics has not only reduced the cost of procurement, but also saved hundreds of millions of dollars in enterprise funds.

To grasp the real right to speak, enterprises need to go out. Zhejiang Dan Lu Yi Garments Co., Ltd., using European economic fluctuations, cooperate with foreign Brand Company to set up terminal sales business in Europe to share the terminal sales profits from the other brands, so that the embarrassing situation of "10% of the profit chain" is improved.

A leader of the Shengzhou economic and Trade Bureau said that the government has already provided specialized funds to support foreign brands.

Shengzhou is striding forward on its new silk road.