Fujian Changle Formerly "Grassroots" Began To Brand Growth

Recently, reporters visited many families in Changle. Spin Enterprises find brand, management, listing, social responsibility... These words have become the hot words of many enterprises in Changle. With the change of international market environment and the change of internal factors, the low cost advantage of textile industry is losing. Industrial development begins to change from "cost oriented" to "value oriented".

In 2011, Changle's textile industry handed in a beautiful report card. output value More than 70 billion yuan. In 2012, they set a more ambitious goal: strive for a total output value of 100 billion yuan.

"Slicing and production of nylon yarn are the biggest in the whole country and even in Asia. We must be strong in size, and we must be strong. Qiang Genji is not stable and can not continue to develop." Chen Muzhu, manager of Changle Textile Industrial Corporation, said that before Changle's textile industry was developing low-cost competition with low cost production and low price sales. strategy 。 In recent years, Changle textile entrepreneurs have realized that with the change of the international market environment and the change of internal factors, the low cost advantage of the textile industry is losing. If we want to continue to develop, we must increase the added value, work hard in brand cultivation and brand innovation.

　　 Jinjiang Technology Branding Way

"If the brand is to be beaten, it must be supported by products of high quality and high technology content." On the day before New Year's day in 2012, Fujian Jinjiang science and Technology Co., Ltd., which is located in the Changle airport industrial concentration area, is rehearsing for the new year's Eve party. Yang Jinfu, deputy general manager of the company, learned that the reporter wanted to come to the interview. He immediately put down his work and visited the 200 thousand tons of polyamide fiber production line just trial production with reporters.

Jinjiang science and technology was founded in 2006. It is a large modern high-tech enterprise specializing in the production of civilian nylon.

"At the beginning of the establishment of our company, our aim is to create a famous brand in the textile industry." Yang Jinfu said that the company invested about 10000000 yuan for R & D each year, and now has a research team of more than 60 people, engaged in research and development of production equipment, process improvement, product technology, new materials and so on. The team also includes several experts who are highly paid from Taiwan.

"In addition to capital, technology and talent input, we also actively implement the brand strategy, expand the visibility of enterprises, and expand the reputation of enterprises in a wider range and higher level." Jinjiang science and technology specially set up an exhibition hall for honor. This is the place where every businessman must visit. Reporters saw that the exhibition hall was crowded with all the national high-tech enterprises, the national technological breakthrough award of the chemical fiber industry, the famous trademark of Fujian, the development base of the National Functional Differential polyamide fiber and so on.

The benefits of branding are obvious. Yang Jinfu introduced that at present, the scale of enterprise production has been ranked the forefront of the world civilian nylon fiber enterprise. With the expansion of the scale of production and the rise of enterprise brand, the sales network of the company has rapidly covered the main domestic market, and its products have been exported to over ten countries in Southeast Asia, Europe and the Americas, and have established long-term strategic cooperative relations with many well-known international and domestic enterprises.

　　 Golden chain high fiber industry chain dream

"We have a dream, from running the industry to running the industry and re managing the industry." Zheng Baoyou, chairman of Fujian Jin Lun high fiber Limited by Share Ltd, pointed out several famous international manufacturers. They themselves did not have much scale of production. Instead, they produced and assembled products to other supporting enterprises through their own design capabilities and resource integration capabilities. They were responsible for grasping standards and processes, and operating brands at the same time, breaking through the bottleneck of manufacturing enterprises.

"Doing business is actually a circular way to find problems, solve problems, find and solve them again." Zheng Baoyou is one of the leading figures in Changle's textile industry. At first, he and several people jointly opened a mosquito nets production workshop, and later discovered that the purchase of raw materials was very expensive, and they made their own products and entered the cotton spinning and chemical fiber fields. {page_break}

After nearly 30 years of operation and development, his industrial chain is becoming more and more plump. Today, his family business involves many links in the industrial chain of cotton spinning, chemical fiber, warp knitting, printing and dyeing.

Jin Lun Gao fiber is a Petrochemical Fiber Textile raw material production enterprise founded by Zheng Baoyou in 2003. Its annual output has reached 500 thousand tons and will reach 1 million tons by 2012. Although the supply of products to local manufacturers in Changle is not enough, but he still insisted on taking part in the supply of other markets at home and abroad. He said: "this is mainly aimed at building brands."

At present, Zheng Baoyou is planning the listing of enterprises. "I intend to extend the industrial chain to the upstream petrochemical industry, which requires a large amount of capital."

　　 Secrets of winning the Xin Kong textile machinery

In the face of increasingly fierce market competition, how should enterprises seize the commanding heights in the new round of competition and achieve bigger and stronger?

"Only by fighting hard can we have a way out. Only innovation can develop." Zheng Yifu, chairman of Xin Gang textile machinery company, spoke gently, making it clang and powerful. In 2004, restricted by the high cost of warp knitting machines in Germany, the company developed a lot of pressure. Zheng Yifu thought, "why not make the warp knitting machine yourself?"

The emergence of this idea will flourish immediately. A year later, the first jacquard warp knitting machine that was independently developed by the company came out to fill the gaps in the domestic industry. In 2006, the company developed the most widely used multi bar warp knitting machine in China, which increased its capacity by 50% compared with the older one. In 2007 and 2008, the development of the electronic lace computer lace machine for the first time realized the transformation of the domestic semi automatic control to fully automatic control.

In the past 6 years, Xin Gang spinning machine has increased from 200 rpm to 850 rpm, replacing the traditional metal comb with the new type of carbon fiber comb. The efficiency of the warp knitting machine has been greatly improved and the operation of the warp knitting machine has been carried out at room temperature. The comprehensive level exceeds the world's warp knitting machine giant Carle Meyer company.

"We also need to constantly innovate, increase R & D investment, speed up the technological transformation of Changle and even the national warp knitting machine, promote the upgrading of the warp knitting machine industry structure, and truly expand and strengthen the warp knitting industry." Speaking of the company's future development, Zheng Yifu is full of confidence.

　　 Brand strategy has become a consensus

"Brand capital operation is an effective means to create product appreciation, establish image, seize the market and expand rapidly. Changle textile industry enterprises are mostly intermediate products, both of which are restricted, and need to vigorously implement brand capital strategy." Chen Muzhu told reporters that Changle is focusing on creating "Changle textile" regional brand, taking the intangible assets shared by the textile enterprises in the region as public image, and integrating into the unique location, economic, cultural and ecological advantages of Changle to form the brand name and reputation of the regional brand.

"The power of individual growth within the industrial cluster is the primary driving force for industrial upgrading." Chen Muzhu said that Changle textile entrepreneurs have generally recognized the importance of brands. At present, the Changle textile industry has 2 national inspection free products, 33 Fujian famous brand products and 7 famous trademarks in Fujian. Dong long needle spinning and Donggang needle spinning have been awarded the title of "China's most competitive warp knitting enterprise". Hua Guan's knitting textile has introduced 500 kinds of fabrics every year, occupying the high-end market of domestic women's wear fabrics.

Changle textile enterprises also actively participate in the formulation of industry standards, and promote the implementation of technical standards strategy. Dong long needle spinning and Xinmei spinning are involved in the formulation of the "knitting warp lace" industry standard; Huayuan Textile and Jin Yuan textile are involved in the formulation of the provincial standard of "polyester colored yarn"; Xinzhou knitting participated in the drafting of the "nets" industry standard has been approved by the Ministry of industry.