Promoting The "Three Breakthroughs" And Realizing The Magnificent Turn Of &Nbsp; On The Experience And Effect Of The Leather City Pformation And Upgrading Process

Haining China Leather City, as a "professional" market, started from 31 thousand square meters in 1994 and has been cultivated for more than 10 years. Currently, its construction area is more than 770 thousand square meters. It has more than 2800 leather enterprises, and has reached 4 million 550 thousand passengers in 2010. It has become the leading market of leather industry in the whole country, and is also the distribution center of leather price information, market situation and fashion trend.

In recent years, leather industry, as a traditional industry, faces many problems, such as the loss of resources and labor force's low cost advantage, and the decline of traditional competitive power of the industry.

Haining China Leather City, as the leader of the industry, is undertaking the important task of the sustainable development of industry and market. Transformation and upgrading is not only an internal motivation, but also an inevitable requirement for the development of the external situation.

Leather city pformation and upgrading

(1) break through the single business mode and build a complete value chain for production and marketing.

In recent years, China Leather City of Haining has continuously innovating and expanding the market function through the integration of leather industry value chain upstream and downstream, and strive to create a deep industry service platform that is close to the requirements of industrial development trend.

First, improve the supply chain.

The construction of raw materials and accessories market of 62 thousand square meters and the introduction of 250 suppliers of leather raw and auxiliary materials with large scale and strength have solved many problems such as the dispersion of raw and auxiliary materials, the unitary variety and the low quality of the raw materials and auxiliary materials in leather production enterprises, so that the personalized production in the personalized consumption era has provided a good supply base for raw and auxiliary materials, and reduced the purchasing cost of enterprises.

The two is to improve the industrial chain.

The 270 thousand square metre Leather City export processing zone has been constructed, which has solved the problems of small scale, poor layout of production workshop, and no purchaser's order requirements. Through the combination of renting and selling, it has created a platform for the low cost expansion of small and medium-sized enterprises, and has greatly accelerated the pace of development of enterprises.

The processing area has also been appraised as "Zhejiang province small business enterprise base" and "Jiaxing second grade small and medium-sized enterprise pioneering Center (incubator").

The three is to improve the sales chain.

Use modern shopping mall concept and standard to carry out the construction of market and supporting facilities; according to the demand of industry, actively implement the expansion of the market, and divide the market segments into the market by ensuring that they are bigger and not fat, and the customers share and compete with each other.

The sales mode has also been pformed from wholesale to spot wholesale, leisure shopping, and look at the single phase combined mode of paction, and has facilities such as accommodation, catering, entertainment and other facilities, which has improved the market service function.

(two) break through the traditional business mode and raise the market with fashion.

Internally, Haining China leather city actively advocates that enterprises should take the road of fashion and branding to consolidate their own foundation.

First, lead the brand into the market, give priority to the enterprises that focus on brand and design in attracting new markets, set up brand areas in the market, and enhance the brand management enthusiasm through the activities of selecting leather city famous and cutting-edge brands.

The two is to standardize management, purify the brand management space through market access, brand record monitoring and intellectual property remediation, and draft the "Haining leather Zhejiang regional brand name and wear regulations" to encourage and standardize enterprises to join.

Three is to enhance the design, through the 14 "dermal logo Cup" China leather fur clothing design Grand Prix and the designer forum, business and designer friendship and other activities, for enterprises and designers to bridge the bridge, enhance design and research and development capabilities.

Four is to optimize the process, through the establishment of Copenhagen fur college training seminars, organization of enterprises to study abroad to investigate, improve the level of production technology.

In 2008, under the shadow of the global financial crisis, Haining China leather city invested 600 million yuan to build a leather brand fashion center covering an area of about 150 mu and a total construction area of 218 thousand square meters.

This is the first headquarters business district in China aimed at industrial pformation and upgrading.

After the opening of the center, a series of training measures were launched, and the leather Designers Association was established. In collaboration with Tsinghua University and the Chinese Academy of fine arts, the Institute of leather designers set up design and research and training institutions respectively, introducing the intelligence of colleges and universities to enhance the theoretical quality of "Haining design". In cooperation with the French Fashion Designers Association, the international leather brand and design exchange center was established, which combines foreign advanced experience and speeds up the pace of catching up with the international first-class design level.

Outside, leather city is trying to build Haining headquarters as "China leather clothing flow trend publishing center" to enhance the influence of fashion.

On the one hand, in Haining, local fashion trends such as the release of Chinese fashion and China leather fashion week have been held. 4 of them have been co sponsored with CCTV, and Haining leather city has been awarded the CCTV China fashion trend by CCTV.

On the other hand, it actively organizes enterprises to go out of the overall image of Haining leather, including participating in famous exhibitions at home and abroad, and launching fashion exhibitions at the exhibition. Through activities such as fashion fashion, Beijing Hangzhou Grand Canal, skin fashion fashion, fashion city row and other activities, it organizes Enterprises to publish fashion releases in all major cities of the country, so that consumers across the country can feel the fashion charm of Haining leather.

The breakthroughs in traditional business models have enhanced the added value of the market fashion and greatly enhanced the attractiveness and competitiveness of the market.

(three) break through traditional market mode and speed up chain layout nationwide.

In the leather city of Haining, in addition to the 770 thousand square metre phase I market, the two shoe city and fur square, the three phase of the brand fashion center, the four stage fur clothing professional market, the five phase brand life hall is also about to open.

At the same time, the over raised funds generated by the listed companies provide an opportunity for accelerating the layout of the whole country.

In July 2009, the Liaoyang leather city of Tong Er Bao, with a total investment of 450 million yuan, was officially established in Haining and opened to the public in the second half of 2010.

Tong Er Bao is the "leather capital" of Northeast China.

Because of the coldness in the north, the demand for leather garments is large.

After completion, the Haining leather city of Tong Er Bao has introduced many famous brands at home and abroad, covering leather bags, leather garments and fur garments.

Many businesses in Haining leather city also set up a branch in Tong Er Bao.

Leather manufacturers in Haining sell their products to the huge northern market through such a convenient channel.

The northeast is only one of the most important parts of Haining's leather city.

Located in Northern Jiangsu, Shuyang Haining leather city is invested by Haining China Leather City. The market has been opened in 2009, and the tourist source has been radiated by Su Lu Yu Wan.

In order to further implement the development strategy of "epitaxial expansion", in January 2010, the company signed an investment agreement with the people's Government of Xindu District of Chengdu, to participate in the development and construction of the shopping mall in the north of Xindu District, and invest in the construction area of about 200 mu of Chengdu Haining leather city. The preparatory work of the previous preparations in Chengdu is in full swing.

In April 2010, Haining leather city also held the Henan Xinxiang Huijin International Plaza, purchased 75 thousand square meters of commercial real estate for the development of Xinxiang Haining leather city project, and focused on making it the largest leather market in Central Plains. It is expected that the opening time will be around October 2011.

Such a large-scale layout will gradually expand in the whole country to achieve the brand output and management output of the company.

While trying to get out, the company has further established the leading position of Haining leather through the construction of the online market, the innovation of business and service formats, and the compilation of the "Haining China Leather index", so as to further promote the pformation, upgrading and accelerated development of the leather industry.

Two, leather city pformation and upgrading results

1, the leading position is further established.

Up to now, Haining China Leather City has always maintained the largest, most famous and influential leather professional market in China. The building area of the headquarters base is 770 thousand square meters, and the construction area of the expansion market is about 600000 square meters (including being built).

In January 26, 2010, Haining China Leather City Limited by Share Ltd was officially listed on the Shenzhen stock exchange and became the first professional leather market in China.

2, promote the pformation and upgrading of the industry.

The pformation and upgrading of Haining leather city's "service industry as the main line" has stimulated the leather industry in Haining to extend to both ends of the smile curve, promoting the pformation and upgrading of the leather industry in Haining.

When traveling, upgrading the road and improving the added value of products with fashion become the strategic choice that is most suitable for the leather industry's pformation and upgrading in China.

Each year, 6 million leather garments in Haining are sold by fashion routes, and each item is sold for more than 200 yuan. The added value of fashion in one year is over 1 billion yuan.

3, speed up the construction of new urban areas in Haining.

The relocation and expansion of China Leather City in Haining has injected vitality into the development of Haining west new business district. Around Haining Leather City, a large number of three production service enterprises such as commerce, logistics, finance, catering and outsourcing services have been gathered and developed. The rapid expansion of Haining China Leather City has brought more opportunities and wealth to Haining people.