How Does The Domestic Textile Industry Layout In The Changing Situation?

Recently, the 2011 China Textile Innovation annual meeting, sponsored by China Textile Industry Federation, was held in Beijing. Representatives from government, industry associations and more than 500 entrepreneurs attended the annual meeting.

Delegates around the "change and layout - new impetus, new balance, new positioning".

"The first half of this year is hot water bath, the second half of the water temperature is a bit cool."

Speaking of the company's situation this year, Anta (China) vice president Zhang Tao described so.

He said that due to the overall economic situation, the company faced more challenges and pressures in the second half of the year than it did in the first half of last year.

What Zhang Tao said is not a case.

Li Yulu, President of Shanghai mercury home textiles Limited by Share Ltd, is very representative: "this year's life is not very good for the textile industry."

In fact, 2011 is indeed an unusual year for the textile industry.

Wang Tiankai, President of the China Federation of textile industry, said that the main indicators reflecting the economic growth of the textile industry this year are basically at the normal level of growth. However, due to the constraints of the international market demand, domestic raw material prices, monetary policy tightening, the appreciation of the renminbi and the rising cost of labor, the number of industrial exports is declining obviously, and the profit growth has dropped one by one. The small and medium-sized enterprises under the scale are relatively under great pressure, and the industry's own adjustment and innovation work is facing new challenges.

Wang Tiankai pointed out that China's textile industry has entered a critical period of construction of "textile power", and innovation is the soul and driving force for promoting the cause of textile power.

In his view, innovation should include scientific and technological innovation, management innovation, product innovation, system and mechanism innovation and concept innovation. During the 12th Five-Year period, textile industry innovation will focus on the 4 strategic objectives of technology, brand, sustainable development and talent.

Zhu Hongren, chief engineer of the Ministry of industry and information technology, also believes that independent innovation is more important and urgent than ever before at the beginning of new development.

He said that the "12th Five-Year development plan" of the textile industry has been published. The plan has clearly defined the guiding ideology of the "12th Five-Year" development, and proposed the strategic objectives and nine key tasks to push the industry from strong to strong, and hoped that the industry and enterprises should conscientiously study and implement them.

Yang Dayun, a member of the China Garment Association Expert Committee, said that tens of dollars worth of Jiangsu silk was exported to foreign countries, processed into scarves, labeled with Hermes, and sold thousands of yuan in return.

This reflects the embarrassment of domestic textile brands and the importance of brand value.

For the consumer market, the technological content of textile fabrics can increase the value of the product itself, but it is not the real value. At present, China's textile industry needs to create brand value, and it can not rely on selling products to seek breakthroughs.

In Yang Dayun's view, the upstream of China's textile industry needs further integration with the international fashion and consumer market, linking upstream and downstream industries.

Textile enterprises need to pform technological advantages into brand advantages first, and then pform brand advantages into value advantages.

Apart from technology and capital, brand is another "secret weapon" of textile industry innovation.

How to make the enterprise brand better bind the consumer and influence the consumers? The delegates thought that it is very important to accurately locate the brand, stick to the brand management and concentrate on the brand.

Qiu Jianlin, chairman of Zhejiang Hengyi Group Co., Ltd. frankly said that many physical manufacturing industries now have a small scale. They try their best to disperse resources and get involved in other industries, such as moving some of their money into real estate.

He believes that the image of an enterprise is the brand of an enterprise. We should concentrate the limited resources inside and outside the enterprise to the core objective of the enterprise, that is, the main business and the main strategy, and gradually accumulate credibility and image, forming a good impression among our customers and gradually forming a brand.

In particular, he pointed out that the runaway of small and medium-sized business owners in some areas of China this year reflects some Chinese enterprises' lack of patience to make brand attitude, and finally reduced to the point where "sesame and watermelon are not caught".