CISMA2011: A New Starting Point For The Post Crisis Era Of Sewing Industry

"Many entrepreneurs are mature enough to realize that we have entered the normal growth stage of low growth. We will not think twice as much as we did in the past, but we should enhance our competitiveness from our own strength and independent innovation. Therefore, CISMA Can reflect the industry's maturity and progress, will show the experience of the financial crisis after baptism of the industry and enterprise style. The industry has firm confidence in the future development and enterprises are more alive and energetic.

The China International Sewing Equipment Exhibition (CISMA) is about to debut in the post crisis era. It was officially opened in September 27, 2011.

As the weathervane of industry development and the leader of industry trend, the appearance of CISMA at the moment will coincide with the opportunity. The sewing enterprises trapped in the post crisis era's survival plight need to get out of confusion. They can see the latest trend of industrial development on the CISMA platform in order to get the right direction.

Based on this, the reporter interviewed He Ye, executive vice chairman of the China Sewing Machinery Association, trying to find the inspiration and guiding value of this CISMA to the development of the under ocular industry.

Reporter: as the organizer of the exhibition, China Sewing Machinery Association What are the expectations and ideas for this CISMA?

He Ye: the exhibition for the industry, the initial positioning is a display, trading and information platform, and to the present, the exhibition is not only a display, information dissemination platform, it is a wind vane for the development trend of the industry, can lead the industry trend.

CISMA carries such a function, so the theme of our exhibition also needs to be matched. industry Development plays a leading role in the main contradictions faced by different stages of the development of the industry.

The theme of this year's CISMA is: quality, efficiency and green. Why do we propose quality? Because now the industry is in the process of spanformation and upgrading, but how can we change and upgrade? What will it be? What is the trend?

Implementation of our industry is very simple, the primary factor is quality, product quality, enterprise quality, quality of development, this is the foundation of your spanformation, you do not have this quality, spanformation and upgrading is empty talk.

And efficiency is the goal pursued by industry and enterprises. Over the past few years, everyone has been talking about vicious competition. They all say that the price war has been very fierce, and the result is that everyone is not making money. If so, how will the industry have vitality? Therefore, efficiency is the goal of spanformation and upgrading.

Green is the path of spanformation and upgrading. It has such connotations as environmental friendliness, resource conservation, scientific development and sustainability. The path of spanformation is to take the green road of development.

Therefore, from the theme of this year, we hope that the exhibition will be spanformed and upgraded. It is hoped that it can meet the main problems in the current development stage and put forward a guide for leading the development of the industry.

Reporter: so, what way does the current CISMA achieve the leading role in the industry?

He Ye: CISMA's guidance to the industry is to provide a platform for everyone to compare and learn, to see how peers do things, and to evaluate and mine their own advantages in the industry.

Another lead is embodied in the product level. In the new technology and new product independent research and development, this exhibition has played a very good role in promoting the enterprise, and is a very good inspection and guidance.

Finally, the atmosphere of interindustry communication is also very important. Because each enterprise has different judgments on the industry, and through the collision and communication on the exhibition, it will provide a lot of reference and help for many of our enterprises in the next stage of development goals, strategy formulation and situation judgement.

For example, at present, the whole industry is talking about heavy machinery company, the largest sewing machine company in the world, which launched low-priced products and seized the market in the post financial crisis era, because this brings great pressure to our industry, and through the exchange platform of this exhibition, it will help enterprises adjust and respond accordingly.

Reporter: what is the difference between this CISMA and the previous one? What are the new trends of industrial development that will be displayed on this CISMA?

Ho ye: when the last CISMA was held in 2009, the industry is experiencing the impact of the international financial crisis, and the overall situation can be said to have fallen to the bottom. At that time, we seemed to be somewhat confused. For many years, since reform and opening up, we have not encountered such a great difficulty and are confused about the future.

Therefore, at that time, the association took many measures, and we did a lot of work to compress the exhibition area and compression time and take the initiative to give the company the biggest discount. The main purpose is to hope that you can persist in encouraging everyone.

The difference between CISMA and this year is that we experienced the baptism of the financial crisis and climbed from the bottom. In 2010, the industry suddenly pulled up and burst, until this year, it fell back to a normal state.

After such a round of baptism, industry and enterprises should develop more rational and healthy, and pursue quality and efficiency more. Originally, we are expanding in scale, and now we are taking a road of efficiency oriented development.

For example, many entrepreneurs are mature enough to realize that we have entered the normal growth stage of low growth. We will not think twice as much as we did in the past to expand the scale this year, but to enhance our competitive power from our own strength and from independent innovation.

Therefore, this CISMA can reflect the maturity and progress of the industry, and will show the industry and enterprise after experiencing the financial crisis. The industry has firm confidence in the future development and enterprises are more vigorous and vigorous.

Reporter: in specific terms, what aspects will we see in the current CISMA industry in terms of maturity and progress?

He Ye: for example, in the product independent research and development level. Almost all the domestic enterprises exhibiting the current CISMA have introduced new products, and they are all automated, complete sets and new products. This reflects the scientific and technological progress of the industry and the enhancement and maturity of the operation strength of the enterprises.

In the past, foreign enterprises have the ability to complete a single unit, a product line display with a combination of pipelines, and we are rather poor in this respect. But this year, including medium-sized enterprises, such as the second tier companies such as China and the United States, can make their own assembly line, automatic sewing unit. Many enterprises have introduced bag opening machines, round head keyhole machines and so on, which are highly automated and difficult products. This situation is everywhere this year. {page_break}

This year, there will not be a lot of domestic enterprises showing the nose only on the booth, because such enterprises are few, and the strength of the products of the enterprises has been enhanced.

In addition, in the field of hanging systems, cutting beds and other fields, foreign enterprises dominate all over the world in the past. But in recent two years, domestic enterprises have developed very rapidly and become the highlight of this exhibition.

At the same time, this CISMA will also be a test of technology innovation in the past few years. We will award the 11th Five-Year scientific and technological innovation award awarded by the association in the afternoon of 26 this month.

Reporter: this CISMA is also considered to be the first exhibition in the post crisis era. What guidance and inspiration will this CISMA bring to the development of the industry in view of some business difficulties in the post crisis era?

He Ye: for sewing equipment enterprises, the most uncomfortable day is now. In the post financial crisis era, who can survive now can really survive.

During the international financial crisis, the situation faced by the industry is that everyone is sad. But as long as the enterprise is "on the move", it will be able to pass. In fact, all of us have survived. There has been a crisis in individual enterprises without failure, but we have also overcome difficulties through restructuring and ushering in new development.

But now is the real test of enterprises, many challenges are "hard" constraints, such as labor, resources, credit, tax, big economic environment and so on.

Therefore, from now on, the industry will really enter a stage of shuffling.

In the past, we have been talking about shuffling, but the market has not yet been so competitive. So in fact, there is no shuffle. Over the years, the number of sewing machine enterprises has not decreased, only increased. Including last year's industrial situation, a lot of enterprises came out.

However, I feel that in the future development stage, the trend of shuffling integration will emerge. At present, there are more than 1 thousand sewing machine enterprises in China, 800 to 1000 parts enterprises, more than 300 enterprises, and so many sewing machine factories and brands.

Now, the concentration of our industry is very low. We have counted, the industry top 20 enterprises that we selected last year, their output value addition accounted for less than 20% of the total industry output value.

This at least shows that our big enterprises are not strong or irreplaceable to occupy a large market share. The standard group, our biggest enterprise, has only been 65 years, and only 1 billion of the scale. The highest peak of Japanese enterprises such as heavy machinery is 60, 7 billion yuan sales.

At present, the integration, cooperation and reorganization of the whole industry, especially the cooperation and reorganization of large enterprises, is very obvious. For example, ZOJE and go to work cooperation, ZOJE to share Du Kepu, is equal to ZOJE and the joint labor force to digest Du Kepu's German technology. The real realization of German technology brand is low cost manufacturing and sales in China.

In addition, Jack bought and integrated German enterprises successfully, and heavy machine company and silver arrow company also announced cross shareholdings.

These cooperation will be reflected in this year's exhibition. Their booths are all together. We have provided them with convenience and invisible guidance.

By taking the lead role of these leading enterprises, you can see the trend of industrial integration.

This also shows that we all realize that in such a more grim situation, we must integrate resources through various ways, rather than relying solely on our own efforts.

Reporter: then, will the number of enterprises reduced by the reshuffle of the future industry and the scale of enterprises will affect the development of CISMA?

He Ye: the increase of industry concentration will not affect CISMA. Because sewing machinery industry is a relatively professional field, consumption level changes and regional relations are very close.

It will not lose its charm like the home appliance industry.

Why can't such a large household appliance industry do such an exhibition?

First, the number of household electrical appliance enterprises is small, and the number of enterprises after competition is greatly reduced. Second, the most important reason is the monopolization of the market channel of the household electrical appliance industry in the hands of Gome and Suning. Gome and Suning itself are a great exhibition.

As a means of production, our industry needs to face many users, many dealers. It is very difficult for these distributors to cross regional operations like Gome and Suning. Coupled with the professionalism of the industry, pre-sale, sale and after-sales service is very important and highly specialized. Therefore, the nature of the sewing machinery industry determines the vitality of the exhibition for a long time.

At the same time, as an open platform, we will treat the exhibition as an open platform. No matter how big or small the scale will be, we can not say that if the scale of the business is bigger in the future, we will tilt towards them.