Shaoxing Home Textile Enterprises Contend For Brand Marketing "Green Card"

"Our products go out, why

Although the work was very busy near the end of the year, I heard that there was such an activity. Zhang Jianlan, head of the foreign trade department of Shaoxing Xiao Xuan window limited company, came to attend.

"Xiao Xuan windows" has been involved in export sales since 2003. Although the proportion of home textile exports has accounted for more than 9 of the company's output, most of the distributors are through middlemen and have little contact with American customers, so the profit margin is low.

"Going out is our company's development strategy and how to develop its independence abroad.

Home textiles is an important part of the textile industry in Shaoxing county. There are more than 700 production enterprises, including 70 enterprises above Designated Size, and 32 billion 500 million yuan in sales last year.

At the beginning of the development of home textile industry, Shaoxing's home textile regional brand was publicize frequently in the form of "group participation".

However, like many manufacturing in China, limited by overseas information sources, marketing power, technical support and capital, the "going out" of our home textile brand in recent years is also difficult. Many enterprises still stay in the low efficiency production and operation state of "OEM" for OEM production.

To solve this problem, early this year, the provincial government formulated the "green card" plan for SMEs in Zhejiang Province, laying an international green channel for the development of enterprises and providing opportunities for docking with more large US dealers. The target brands set in Shaoxing are home textile brands.

Prior to this, Huzhou Anji's bamboo fiber products have achieved remarkable results in marketing in the us through this way.

Experts attending the meeting believe that the Shaoxing textile industry has developed through years of development, and has strong strength in product development, and has formed regional industrial clusters and other advantages. There are many advantages to carry out its own brand marketing in the United States.

"The establishment of the promotion base is aimed at helping Zhejiang brand products expand their exports to the United States, control their marketing costs and risks in the United States, enhance the competitiveness of Zhejiang brand groups, and eventually create a" Zhejiang made "collection brand.

The head of the provincial SME Bureau said that many unfavorable factors such as the increasing trade barriers between the US and Europe, the appreciation of the renminbi and so on, are all testing the weak nerves of small and medium-sized enterprises. The market strategy without independent brands and low price marketing has come to an end.

Zhang Lifen, general manager of County Huaxin dyeing and finishing Co., Ltd. thinks that it is not enough for enterprises and products to go out. It is also necessary to directly face consumers in the United States and other countries through independent brand marketing, so as to achieve higher profit margins.

To achieve this goal, it is not enough to rely solely on the strength of an enterprise. It is necessary for the county's home textile enterprises to "embrace a group" and gather brands to carry out marketing. The green card scheme of the provincial government has provided them with a rare opportunity.