Li Jianhua: The Market Expansion Of Future Textiles Needs Steady Strategy And Thinking Ahead.

When the whole world is saying that China is the largest in the world.

Sun Wu, who lived in the spring and Autumn period, made a long history of the art of war of Sun Tzu.

In recent years, this highly skilled and logical military curiosity has been widely circulated in business circles.

More than one entrepreneur has heard that reading Sun Tzu's art of war is like reading the changes of the whole business today: strategy, killing, success or failure, and hegemony.

No army is not unified, without negotiation.

As the head of the Chinese textile Commercial Association, Li Jianhua always put the word "business" in his mouth. In his words, business talks, they are concerned about the market and channel construction of textile products.

And the market expansion of future textiles needs steady strategy and thinking.

Viewpoint 1 there is a blank in the textile market, and the enterprises are lack of deep tillage.

The large number of textile brands in China and the rapid growth of the market prove that the brand awareness of Chinese textile enterprises is beginning to wake up.

But who can say for sure that the Chinese textile market has entered the real brand era? How many brand enterprises can truly understand the meaning and value of the brand? How many brands can the local people open up and bear in mind? There are few national brands that can ring in the international market.

China's textile market is huge, but how many of them have been effectively developed and brought high profits to enterprises?

To these problems, Li Jianhua thinks there is a blank in the market, but the strength of the enterprise is insufficient.

"Nowadays, the brand share of local textile enterprises in the domestic market is not satisfactory.

Take home textiles for example, such as Luo Lai, Fu Anna, Meng Jie as China's three largest brand, but their market share is not high, but perhaps their profits are much larger.

China has a large population, huge textile market space, and the current consumption ability of the Chinese market is so attracted by the world. Why does our small and medium ethnic brand appear very powerless? The biggest reason is that the Chinese brand market pattern has not yet formed. Relatively speaking, many small and medium-sized enterprises are relatively weak in marketing and brand building, and lack of market guidance ability. Therefore, even if there is no international brand competition in the home textile market, they can not achieve higher market share and get high value profits.

You asked me how to make the future of textiles? "I said," to do well in the brand is the best way to do well in the market. "

Li Jianhua said.

"Before the interception, after the pursuit of soldiers is very much like the portrayal of export oriented enterprises.

In the past, there was a cut off - many developed countries' restrictions on China's exports were limited by all means. The rapid development of China's economy made them afraid, and the more frightened they were, the more limited they were. After that, the later developed countries like India began to copy the original development mode of China.

China's export enterprises will be affected regardless of their size, "which is the biggest problem facing export oriented enterprises."

Li Jianhua has a deep understanding of the status quo of export oriented textile enterprises.

When the profit margin of export market is decreasing gradually, it should be the best choice to change the direction ahead.

"The most urgent task for Chinese textile enterprises is to practise internal strength first.

The market environment in foreign countries is hard to change, and the vast domestic market has great profits.

Many well-known foreign enterprises that we know are growing up after decades or even hundreds of years. Behind them are the struggles of generations of managers.

The textile industry in our country is only twenty or thirty years from wearing warm to wearing well, so the foundation is rather weak.

I think textile enterprises should not focus on foreign profit in the future, but in China.

Enterprises should learn their skills, management and marketing from foreign excellent enterprises while firmly taking the domestic market, and then enhance their brand and quality.

Internal strength is solid, other things can only come true.

This is Li Jianhua's understanding of brand profit.

From Li Jianhua's narration, we can clearly feel that he has enough confidence and expectation for the Chinese market.

As he said, there are many small and medium textile enterprises in China. Most of them are processing enterprises in the early stage of development. They have always focused their attention on the international market.

When export is blocked and domestic sales are booming, the most difficult problem facing these textile enterprises is how to "turn around".

To solve this problem, enterprises will not worry about making money.

Military tactics look at business way.

"Sun Tzu's art of war, strategy," said, therefore, the use of the law of the army, the ten around, five attacks, times are divided, the enemy can fight, less can escape, if not, it can avoid.

Therefore, the enemy of a small enemy, the enemy's capture.

The main idea is that if the force is ten times that of the enemy, we must carry out the encirclement and annihilate, and five times the enemy will carry out the attack. Two times the enemy, we must divide it and annihilate it, and we must fight against it equally.

Clearly seeing changes in the market, timely adjustment of strategy and tactics is a tactic in the art of war, and a decisive battle in business.

Point 2: shaping regional brands can also shake the market.

Enterprises want to create high profits in the domestic market, the most important thing is to create a widely spread good brand.

The excellent brand can not be successful in three or five years. It is a long thorny road to build and expand the brand from household to household.

Where we go, we need a lot of help and help.

When the strength of enterprises can not grow up in a short time, it is also a shortcut to take advantage of the regional cluster brand to promote the growth of a single brand.

The industrial cluster's breaking out of the earth is like a youth movie with the growth of the enterprise in the eyes of the industry.

From a little bit of hard work to the well-known now, the deep and shallow footprints left by the textile industry cluster have impressed Li Jianhua.

China's silk production enterprises are mainly concentrated in those areas around Taihu, Zhejiang and Jiangsu.

In fact, it has been widely produced long ago, but its influence and popularity have been very small. Zhen Ze town, Wujiang, Jiangsu, is such a silk quilt industrial cluster.

Li Jianhua said that after knowing the situation of Zhen Ze town, the China Textile Business Association contacted and contacted the Zhen Ze government, so that Zhen Ze gradually expanded his reputation in the stage of the China brand cotton trade fair (Chinese Acupuncture Association), and gradually expanded its popularity through the four successive sessions. At the same time, with the support of the local "business card" of China's silk quilt, the association became a household silk production base widely known in the industry.

Huzhou, Jiaxing and other places in Zhejiang also have larger silk industry clusters than that of Zhen Ze. They have been passive from the past, and have been active in making brand silk quilts. Many industrial clusters and enterprises have made great efforts with business associations.

Xiaolan Town in Guangdong province is a famous underwear town specializing in men's underwear.

In Li Jianhua's words, people's underwear concept has always been on women's underwear, while men's underwear is less concerned. Xiaolan Town has been in a dilemma in such a situation.

When Xiaolan Town brings the concept of men's underwear into the center, the fashion of men's underwear seems to be the fashion in the industry. Xiaolan Town has become famous.

"I am proud to say that the needle will introduce a lot of popular concepts of textiles, such as men's underwear, household clothes, silk quilts, colored cotton underwear, concept underwear, which will promote the famous brand in the textile industry and raise a popular concept of a production base, so that our Association's working enthusiasm will be further enhanced. We hope that these hot spots can promote the market and create a lot of sales miracles. This is the great concept that we can afford to take up business, and we can not afford to lose the sincerity of the enterprise.

Speaking of this, Li Jianhua laughs. Laughter has the sense of accomplishment of the China Textile Business Association for many years, and also has the determination to the future development of the industry.

Military tactics look at business way.

"Sun Tzu's art of war, strategy," said, knowing that you can win and not fight, and those who know more are better than others.

The five know the way to win.

To correctly judge whether to fight or not to fight will win; the flexible commanders will win according to the forces of the enemy and the enemy; the whole nation will win the same heart and mind; with sufficient preparations to fight against the unprepared ones, the generals will be able to win.

Winning methods emerge in an endless stream, while creating new ideas and making arguments with people will show the spirit of innovation and creation.

Times are changing, people are seeking new and different things.

It is the only way to be invincible if we are innovative and leading the trend.

Viewpoint 3 there is no myth about brand rise.

When the growth process of these industrial clusters is brilliant in our mind, it is even more important to make the brand's precipitation and wisdom.

Chinese people recognize brand, recognize quality and recognize good faith. Therefore, if enterprises want to develop inland market, they must make the brand mature before they can have a fixed consumer group.

The brand is going to sink, and the "myth" rising overnight can not afford the consideration of time.

Li Jianhua has his own understanding of the current controversy over the myth of "building a brand in one day" in the industry: "a lot of companies are eager to build a brand within a day. These entrepreneurs are very confused about how to make a brand. In this era of seemingly God's words, there may be hundreds of thousands of brands that bloom everywhere. Looking at such achievements, many people will be eager for quick success and instant benefits, but if we calm down, we will find that the myth of a rising night is absolutely impossible."

"I do not deny that there are such" successful "businesses and cases in the industry, but no one knows how long the case will last.

It is still a long story to make a brand, to stop being impatient, to stop spending money to smash the brand, and to accumulate in a solid way is the foundation of making a brand.

It's like painting the furniture. Every brush will shine.

But brush paint can only be brushed once a day. After natural drying, it can be brushed again. If you want to brush it twenty or thirty times a day, it will become a failure.

Development needs to be progressive and not high jump.

Time will prove everything. "

"Many enterprises now reflect that inflation causes the price of raw materials to rise, which is particularly pressure on textiles, and also affects the market price and market sales of products.

The textile enterprises now face two kinds of reactions in the face of rising raw materials: one is the strong ability of enterprises to resist risks, and some raw materials may also be stored in warehouses, so they choose to self digest, and the impact on product prices and sales is not very large; the other is the shrinkage of production in enterprises, which can at least reduce losses.

This directly led to the industry shuffling, the reduction of production means the reduction of market share, and the direct consequence of reducing occupancy is profit reduction.

When our reporter asked whether the enterprise would replace other raw materials with other materials, Li Jianhua frowned on his eyebrows.

The enterprises that make brand names mean committing suicide, so they will not.

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Military tactics look at business way.

"Sun Tzu's art of war, the army contends", it is so circuitous that it lures interest, later generations, and ancestors.

Mao Zedong said in the strategic question of China's revolutionary war, "the famous wars of Chu Han Cheng Gao war, new Han Kun Yang war, Yuan Cao's battle in Guandu, Wu Wei's battle of Chibi, Wu Shu Yi's mausoleum, and the war of the Qin and Jin Dynasties are all different from each other's strength.

Eager for quick success and instant benefit is a taboo in business war.

Many enterprises understand that brands need profound connotation, and products need quality proof.

The meaning of a brand is not to create a myth, it can create an immortal precedent. After magnifying output, we must know how to recover and precipitate.

This is the essence of post attack, and the art of war deserves praise.

Viewpoint 4 policy support is a catalyst.

When the brand development is gradually clearer in the planning of entrepreneurs, when the brand profit margins of Chinese market need more and more two or three line brands, a powerful catalyst may enable many enterprises to speed up.

This catalyst is undoubtedly a powerful support for the pformation and upgrading of enterprises.

"The State Ministry of commerce is seeing the urgent need for pformation of small and medium enterprises, and set up a support fund for small and medium enterprises to subsidize small and medium-sized enterprises participating in the China Council and China Silk Fair.

China's textile industry association will be the highlight of the China Textile Business Association. Now, the support fund for small and medium-sized enterprises has become the highlight of the highlights.

Li Jianhua pointed out the support of the state and Association for small and medium-sized enterprises. "Through the application of the association, the first fund was allocated last year to some small and medium enterprises that participated in the acupuncture Committee. Although the money allocated after that is not much, it has shown the support and confidence of the national government to the national enterprises, and has also approved the platform for the Chinese Acupuncture Association.

This year, the Ministry of Commerce will continue to arrange this fund, and the association will strive for more benefits for more small and medium-sized textile enterprises.

"What are the conditions for the support of small and medium enterprises? What are the requirements? Are they aimed at supporting the development of SMEs or protecting their survival?" in response to our reporter's Lian Zhu question, Li Jianhua gave a detailed answer: "the original intention of the fund is to encourage small and medium enterprises to participate in exhibitions of domestic trade forms, and expand their influence and sales in the domestic market.

In the post financial crisis era, the ability of many enterprises to resist risks and expand market share still needs to be strengthened.

The main way to get the fund is to take part in the Sino Acupuncture Association and the China Silk Association. The fund is applied by the exhibition, led by the Ministry of Commerce, and finally approved by the finance department.

This is an incentive for small and medium-sized enterprises at a great level.

2011 will be the period when the state vigorously expand domestic demand, and the domestic market is also an effective space to enhance brand profits.

After experiencing the financial crisis of sudden change, many Chinese textile enterprises, mainly exported to foreign trade, are gradually changing to domestic trade. The Chinese market should not be in an awkward position with very little market share but absorb huge profits. The profits of the two or three line brands should be more attractive.

So there will be more competition and more harvest.

Military tactics look at business way.

"Sun Tzu's art of war, the real and realistic chapter", where everyone first fought in the war and lost the enemy, then fought in the war field and fought for war; in Han Shu Xu Fu biography, he advocated the emperor's words: only his majesty looked at the ancient precepts, repeated references, and did not take the language of first entry.

The soldiers who arrive early in the war to wait for the enemy will be full of energy, while the soldiers who rushed to battle in the late stage are passively tired.

In this economic era advocating stimulating domestic demand, we must make good use of the preconceived strategy to enable enterprises to develop in an all-round way.

The government's support policy is undoubtedly a shot in the arm for small and medium-sized enterprises to specialize in domestic sales and industrial upgrading.

Let us look up to the front, several years, decades, more than a hundred years, China's market will show a flourishing Yingge flourishing age.