"Smile Curve" Of Xiaoshan Feather And Down Industry

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In terms of construction, from the bottom of the "smile curve" to the two sides, they are actively seeking different solutions.

In economics, there is a famous "smile curve" theory: the bottom of the curve is made, the left is design and R & D, and the right is brand marketing.

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Xiaoshan is China's eiderdown capital and one of the most important distributing centers in China's down industry.

Data show that Xiaoshan's down industry occupies half of the national down industry.

However, as a traditional characteristic industry, many enterprises in the down industry of Xiaoshan are in the awkward position of "smile curve". Some enterprises are labeled "relying on heaven", "labor intensive" and "low added value".

But all this is changing.

Recently, reporters visited some down enterprises in our district and found that after experiencing the impact of the "warm winter" and the financial crisis, the down feather of Xiaoshan was determined and the new development ideas were explored. The down enterprises in our district are constantly changing their business philosophy, innovating products and marketing methods, developing core technologies, putting more funds and resources in R & D, brand marketing, and channel construction, rising from the middle of the "Smiling Curve" to the two sides, and actively seeking different outlets.

Concept innovation:

Stepping professional road

As one of the traditional industries in Xiaoshan, the down industry has basically formed a production system of farming, purchasing, processing and marketing.

However, in our 100 odd down enterprises, many enterprises still produce regular products, and many enterprises are in the same low price competition.

However, while playing the "price war", many enterprises are also aware of the importance of differential competition.

"To be honest, before 2006, we had a very good life, from the down jacket to home textiles, the front line was stretched for a long time, but the outbreak of the financial crisis made us feel the cold winter of foreign trade enterprises."

Zhang Junhua, chairman of Zhejiang San Hong Group Co., Ltd., said that since then, they have put forward the concept of "production and operation of professional products".

It is understood that the three Hong family has the largest scale of more than 10 branches, home textile products more than 20 series.

However, during the financial crisis, Sam hung decisively "downsizing" and cut off some "tributaries" products, including fashionable printed and subedbedding items, although these products were all made money at that time.

At the same time, San Hong concentrates on its core business and strengthens its market competitiveness.

"For example, before we have 20 products to be supplied to one customer, but now one of our products can be supplied to 20 customers, and this product is certainly improving."

The achievement of professionalization is also obvious.

San Hong launched the brand of "flying Li Hong", and put forward the concept of "feather sleeping experts", focusing on producing feather quilts and feather pillows, so that a good product can serve more customers.

Today, "Fei Li Hong" has gained popularity in the domestic market, and has achieved sales of 100 million yuan this year.

She also found a way that suits her.

"Considering that we do not pay much attention to the children's market of down garments, there are not many down enterprises in Xiaoshan."

After several years of hard work, Ser Mei has become the leader in this field, becoming the first Chinese children's down clothing "China famous brand" product, and the market share of children's down coats has reached 30% in China.

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Product innovation: get rid of the shadow of "relying on heaven"

In the past, the down industry was regarded as an industry of "relying on heaven". The change of weather has a crucial impact on the sale of down products.

However, the feather and down enterprises in our district now pay more attention to product design and research, and minimize the impact of climate change on down products.

Chen Zhaoxian, President of Zhejiang down industry association and President of Zhejiang Tianxiang holding group, said that nowadays, for many down enterprises, the impact of climate is important, but it is no longer a dominant factor.

As a matter of fact, since the "warm winter" in 2006, the down industry in our district has gone through the pformation and upgrading and product structure adjustment. The days of simple "relying on heaven" have passed. The down enterprises are no longer simply subject to the climate. The pformation of fashion design styles and the development of down bedding have made the down industry more competitive.

Nowadays, the Xiaoshan down garment enterprises that have learned to use the "meteorological economy" no longer rely on the "extremely cold" theory. The arrival of warm winter weather also gave birth to the "warm winter tactics" of enterprises.

As a leader in the field of children's down garments, Hangzhou seermei Garments Co., Ltd. has seized the market segments early.

But it is difficult for the city to defend the city. The company did not stop studying the new products of children's clothing. Huang Xiaojiang was specially invited from Guangzhou to be the director of the design department of the company's R & D center.

"In recent years, the use of popular elements in children's clothing is more obvious, so we keep abreast of the trend of the times and intensify our research and development."

Huang Xiaojiang said, "this year, we improved the traditional waterproof fabrics, and developed new fabrics with wool, jeans, gradient flowers and other effects, which not only enhanced the comfort of wearing, but also accords with the colorful side of children."

Take off the down jacket, and put on a few disgusting feathers on the sweater. If you say no, you will also affect the beauty of the costumes. This embarrassing scene is believed by many people.

To solve the problem of consumers, SEM also worked hard in technology. In the down industry of our region, the high-end seamless technology was first introduced into the down industry in Japan, and through the process improvement, seamless underwear and other products were produced, which was well received by consumers.

"This kind of seamless underwear can hardly see the trace of stitches. It not only overcomes the problem of fleece, but also makes it more comfortable and light."

The company's assistant president and director of human resources, astronomy told reporters.

In addition, the North Swan brand of Tianxiang holding group has introduced many kinds of down products such as eiderdown home clothes, down shirts and so on this year, which is closer to the real life of the ordinary people. The DIO Da of Liu Qiao group has improved the fabric and pattern of down coats in conjunction with the popular elements such as bow tie and leopard print this year.

More and more Xiaoshan down enterprises have realized that independent research and development and innovation of new products of down garments, and in product refinement and extension, "do fine, strong" under the feet of efforts, out of "relying on heaven" is the only way to develop.

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Brand innovation: building the "golden card" of the industry

A good brand is an invisible "live sign" of an enterprise.

North Swan, DIO, and Philip...

These loud brands have long been popular among the people.

From the original feather processing to the production products, the Xiaoshan feather and down industry has continuously consolidated and improved the product's reputation and market share from the OEM production to the self creation brand and the famous brand, and the market competitiveness has been continuously enhanced.

In the down industry of Xiaoshan, there are 3 famous brands in China, 3 well-known trademarks in China, 3 famous brands in Zhejiang and 4 famous trademarks in Zhejiang.

The path of brand building is becoming an endogenous driving force for the development of down enterprises.

Blindly closing the doors and ignoring the great judgement of the market environment are also fatal.

Liu Qiao Group Chairman Fu Miaokui saw this.

Fu Miaokui told reporters: "at present, the international environment is not optimistic, the domestic labor costs continue to improve, the recruitment of this" long-standing problem "has been plaguing us, so the establishment of brand, the main attack from the outside direction of sales has become the trend of the times.

In response to this, Liuqiao group launched the two domestic brands of DIO and Liuqiao home textiles in 2004 and 2007 respectively, specially hired Korean designers, increased investment in R & D teams, and conducted extensive market research in China. Based on different age levels, different levels of consumption and different design styles, a set of professional product positioning was set up for DIO Tatsu.

At present, Liu Qiao group owns 40 shops and franchisees of Liu Qiao home textile, a total of 400 stores and franchisees in DIO, and the number of stores has maintained an annual growth rate of 20%.

So far, sales of Liu Qiao home textiles have reached 30 million yuan, and DIO Tatsu has reached 200 million yuan. Domestic sales account for 25% of the total sales volume of the company, helping enterprises occupy a place in the market segmentation of domestic down products.

Meanwhile, the image of unified stores has been unified, the interior shopping environment is unified, and the dress and working terms of employees have become a new bright spot in their next work plan.

"Before 12th Five-Year, the company strives to achieve the target of 40% to 45% of domestic sales and continue to expand and strengthen our brand."

Fu Miaokui said confidently.

Brand innovation requires new management tools.

In Zhang Jun Hua Kou of San Hong group, we heard a new word: bar code management mode.

What is bar code management mode? "It is to set a bar code for each product. According to the bar code of the machine scanning products, products can be traced to every link and every person in the production process."

In this way, the main body of responsibility has been clarified, which not only speeds up the turnover of logistics, but also reduces the cost. The most important thing is that labor productivity has increased by 30%.

The management mode of the electronic manufacturing industry has been pplanted into its own enterprises, and a large scale training has been carried out for the newly introduced talents. This year, the new bar code management mode is adopted.

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Marketing Innovation: looking for a new profit model

In the past November 11th, this is known as "century Singles Day", Taobao mall launched the "double 11 online shopping Carnival".

On the 11 day, 21 million people in the Taobao mall collectively scramble, involving more than 2000 brand stores and millions of goods, creating a Alipay 3 billion 360 million yuan per day trading volume.

Among them, many of our district's flagship stores in Taobao mall have gained a lot in the "double 11 online shopping Carnival".

Point open Willow Bridge home in the Taobao mall's flagship store, a variety of down products, and the purchase of buyers is not small.

In the web, a 4680 yuan down is set in a suit.

The best selling feather pillow has sold more than 600 pieces.

There are more than one Willow Bridge on flagship store on Taobao.

The first northern flagship store in Taobao mall is the Swan brand of Tianxiang group.

"Nowadays, the online shopping mode has penetrated deeply into the group of young people who are born after 80 and after 90. They can buy their favorite clothes on the Internet without leaving their homes and become one of their main shopping channels."

Chen Zhaoxian said.

In the online shop named "North Swan dress flagship store", the reporter found that thousands of men's and women's down garments were in the shop, and various promotional methods for force also attracted more than 5 thousand people to browse the website.

To this end, the company also set up a special network department, hiring 4 professionals from 8 a.m. to 24 a.m., specializing in network sales.

It is understood that the total sales of down garments sold through the two sales methods of TV shopping and Internet have accounted for more than 30% of the company's sales share.

And a group of highly competitive industries such as Sanhong group, Jinhong three birds, and Samsung feather and down, followed by the "big crocodile", realized the goal of "swimming" in the world of online sales.

Among them, Hangzhou Jinhong three birds down products Co., Ltd. started in April this year, electronic shopping, so far, there are about 100 million yuan of sales.

The charm of Internet sales is evident.

TV shopping is also a new sales channel for many down enterprises.

The winning down duvet independent feather home textile brand "Si Norman" has expanded to the five major TV shopping programs in China. Their best TV shopping record is 1 million 50 thousand yuan in 30 minutes.

Tianxiang group also launched two sets of TV shopping programs. Their best record was to sell 2500 down coats in 40 minutes.

San Hong group went further in its exploration of business models.

In 2009, San Hong Group launched a one-stop shopping chain of home textiles, "I enjoy my family".

Before, the production of down home textile products of San Hong is part of the OEM production for foreign WAL-MART, part of which is sold by domestic IKEA and other home stores.

In 2009, orders for IKEA only reached hundreds of millions of yuan a year.

However, after launching the one-stop shopping chain of home textiles, "I enjoy my family", Hong Hong can sell its own products in its own home chain stores, which can increase gross profit margins by more than 30%.

Today, the one-stop shopping chain "I enjoy my family" has opened more than 40 stores.

However, Zhang Jun Hua's goal is far more ambitious. In his office building, we have seen the development plan: by 2015, there will be 1500 one-stop home textile shopping shops in the whole country, with annual sales of more than 2 billion yuan, and its long-term goal is to set up 3000 chain stores with annual sales of more than 20 billion yuan.