Expanding Domestic Demand Brings Opportunities For China's Textile Industry

"Although the development of China's textile industry is faced with great difficulties this year, enterprises can get it if they do it with their hearts." market Approval. In 2011, Xin Hongxing's sales increased by about 40%. Chen Hongwen, general manager of new Hongxing (Fujian) Textile Economic and Trade Co., Ltd., told reporters at the China international textile fabrics and accessories fair, held at the Shanghai New International Expo Center in from October 17th to 21st. From the perspective of fashion industry, China market The space is too big for Chinese enterprises to upgrade. space It's too big. Xin Hongxing has already tasted sweetness in the transformation of fashion industry.

　 Domestic demand brings new impetus to textile industry

This year's fabric exhibition is unusually hot. The exhibition occupies 13 pavilions of the Shanghai New International Expo Center, with an exhibition area of 150000 square meters, attracting 3108 exhibitors from 23 countries and regions to participate in the exhibition.

The reporter learned from interviews with several enterprises at the exhibition that although the export business of many enterprises was affected by the depression in the European and American markets, but because the enterprises had grasped the business opportunities brought by China's expansion of domestic demand, the sales volume of the enterprises had not been reduced by the slowing down of the external demand market, but by expanding the share of the domestic demand market, and the overall sales volume showed a growth trend.

Li Jifang, director and general manager of Hubei Meier Limited by Share Ltd, told reporters that the company's sales increased by 35% in the first half of this year, but its export growth was less than 10%, and its contribution to domestic sales was great. The proportion of sales this year was 7 to 3, and 8 to 2 next year.

Wang Fang, a salesperson of Zaozhuang Haiyang Dynasty Textile Co., Ltd., told reporters that because of the bad external market situation, the company's exports to Europe and the United States declined this year. But since last year, the company started to start domestic sales, and domestic sales grew very fast, which made up for the shortage of export and profits were good. At present, domestic sales account for 10% of the company's total sales, and strive for 30% next year.

Futian industries (Group) Co., Ltd. has brought many new products this year. Exhibitors said that over 90% of the company's products were exported, and now they hope to play a competitive role in the domestic market, hoping that the share of domestic sales will reach 30% of the company's sales. When the relevant leaders of the China Textile Industry Association visited the Futian industrial exhibition booth, they told the exhibitors that the fabric is used for clothing and other end products. The proportion of fabric ingredients should be focused on the needs of the end customers. Only by producing fabrics suitable for the Chinese market can enterprises effectively open the domestic market.

Chen Hongwen revealed at the exhibition that sales of Xin Hongxing increased by about 40% so far in 2011, of which the domestic market grew by a large margin. The company has invested about 2000000 yuan for the exhibition, and has been preparing for 4 months. When the exhibition was held, more than 50 staff members including general manager, designer and marketing staff participated in the exhibition. New Hongxing shows clothing, pictures, supporting manuscripts and hanging samples. The products on display show industry recognition and shock customers. Customer satisfaction with exhibits is very high. On the first day of exhibitors, the number of customers coming to the booth is too large, and security guards have stepped in to intervene. When the exhibition hall closed, the guests did not leave, causing security intervention.

　 Focus on R & D marketing, enterprise transformation goal is clear

"Now we are not positioning ourselves as a textile industry, but rather as a fashion industry." Chen Hongwen is very clear about the development goals of Xin Hongxing. To be a fashion industry, we must do well in three aspects of research and development, marketing and service. To this end, new Hongxing launched a new mode of project docking operation, set up 3 research and development departments, docking projects for customers' requirements, avoiding market homogenization. From capturing street fashion styles, developing fabrics, and finally designing ready-made garments that can reflect the ultimate effect, the R & D and marketing personnel participate together, and the ultimate goal is to provide products that satisfy customers. On the other hand, Xin Hongxing works with NOBILIA company in Italy, using the marketing team of NOBILIA to push the new Hongxing products to the European market. "Xin Hongxing's products can be sold for more than 2 dollars per Italian rice cloth. NOBILIA companies will not be able to enter the Chinese market. They can easily enter the Chinese market through the existing channels of Xin Hongxing. The two sides bring win-win cooperation.

Although the development level of Xin Hongxing is at the forefront of China's fabric industry, Chen Hongwen always says there is a big gap between the development level of European enterprises and that of Europe. He said that if European enterprises are 100 points, then the new Hongxing has only 40 points, and the space for Chinese enterprises to upgrade is still very large. In this sense, China's textile industry is not a sunset industry, but a sunrise industry with great room for improvement. What is the specific gap between the Chinese and European textile enterprises? Chen Hongwen said that the gap between Chinese enterprises and European enterprises is reflected in the fact that the color planning system of European enterprises leads the whole world and the ability of product innovation is very strong. While Chinese enterprises do not pay attention to heritage when making product innovation, they often deny the old products. Chinese designers, especially young designers, sometimes listen too little to customers, and think they are professionals. He especially hints that designers should charge their knowledge in the market after having professional knowledge, and design products according to the needs of customers.

When interviewed by the media at the exhibition, Li Jifang also talked about the importance of research and marketing for fabric enterprises. Li Jifang brought some marketing ideas of FMCG to fabric marketing, such as introducing the mechanism of market research, wearing comfortable experiments, and finding the direction of research and development through the research of customers.

In addition to developing new products, marketing mode has changed. First is joint development. Cooperate with well-known clothing brand enterprises in China, develop products one by one, and get many customers' recognition. At present, the company develops more than 85% of its own products. The other is the combination recommendation. Maya tried very early to use wool in non formal clothes, but when promoting this idea, it was found that market competition was not standardized, and peers beat prices very badly. In order to protect the interests of businessmen, brands and enterprises, Maya explored a set of methods in the past few years. In the past few years, semi worsted fabrics were used in non formal areas, but the problem of pilling was serious. Now, we use worsted fabrics to develop a series of products for customers and make a combination recommendation.

Li Jifang believes that the Chinese men's wear brands should first start with fabrics to reduce convergence and increase their personalities.

Work hard in service development

Improving the service to downstream customers is an important aspect of the exhibition in recent years. Many enterprises have made great efforts to expand their services in this area, and thus tasted the sweetness and gained the loyalty of their customers.

Xinshen group is also well known for its services to downstream customers. All kinds of linen products can be woven according to customers' samples, and free of charge for customers and provide flower pattern design services, which has been recognized by the market. Changzhou Xu Rong extends the concept of service to a wider range. It not only brings new technology from the lab to the exhibition site, but also brings it to the consumer market, and promotes a responsibility of the industry to the industry and the public. It is understood that this year, Xu Rong will also participate in the release of corporate social responsibility. Last year it was released to China, and this year is an international release, covering a wider range and richer content, such as environmental technology, labor and capital harmony. "The color of textiles is constantly changing and updating. Every season there will be many popular colors being refined. However, the popular colors put forward by any authoritative organization are only information for designers. If we think about developing products with these colors without thinking, nine times out of ten is to be negated by the market. Only by combining the improvement and adjustment of the characteristics of each brand can we show the vitality of fashion color and bring vitality to the market. This is the starting point for Dongyi to provide customers with color service. The company's color supply chain management system can provide a quick dyeing scheme for garment enterprises to help customers effectively carry out color management. Commendable is that this service is aimed at different customers. For large customers, there will be specialized color customization services every quarter. For general customers, Dongyi will choose its color combinations for its clothing style and market positioning through its own color library.