Analysis Of The Development Strategy Of "Brand Jiangsu" In Textile And Garment Industry

Recently, Xie Ming, President of Jiangsu Textile Industry Association, came to Zhen Ze town, Wujiang, to investigate the development of the textile and garment industry in the town, and organized a number of representative enterprises to hold a seminar on textile and garment industry.

Reporters learned from the symposium that during the "11th Five-Year" period, Jiangsu textile industry increased its structural adjustment and pformation and upgrading efforts, and made remarkable achievements in brand building, technological innovation and marketing.

In 2010, the province's textile and garment owners' business revenue reached 10400 billion yuan, the first in the country to break through trillion yuan mark.

Jiangsu is expected to be in 2011.

Xie Ming said that although the industry was affected by the ups and downs of cotton prices, the European debt crisis, the rise in labor costs and the fluctuation of the RMB exchange rate, Jiangsu's textile industry has been running smoothly throughout the past year.

"Last year, the total output of Jiangsu's textile industry was lower than the national average 3~5 percentage points, but the output value growth exceeded the national average level, especially the profit growth is higher than the output value growth."

Xie Ming also said that Jiangsu textile industry can achieve the above results in the crisis, that is, enterprises adhere to structural adjustment, upgrade product grades, and carry out technological pformation.

Two markets at home and abroad must be strengthened.

According to the reporter's understanding, Zhen Ze town is a famous town of Chinese flax and Chinese silk is a famous home textile town. There are 153 kinds of all kinds of hemp textile enterprises in the town, 12 thousand and 500 tons of flax yarn, 10 thousand tons of linen, 2 million of silk, and 7 billion 200 million yuan of annual sales. The textile industry has maintained 30% growth in the international economic downturn.

This has benefited from the continuous pformation and upgrading of the industry in recent years, insisting on brand strategy, developing sales channels, increasing the added value of products, and becoming the textile and garment industry of Jiangsu province.

Xie Ming said that although the industry emphasized structural adjustment in the development and expanded the domestic demand market, Jiangsu must firmly grasp the international market.

"We can not imagine that we have to abandon the international market and run to the domestic market, and our competition is even more fierce."

Xinshen group is the largest linen fabric manufacturer in China and the 10 largest Flax Company in China.

In the past, the group was a 100% export enterprise.

With the increase of export difficulty in recent years, the Group actively adjusts the product mix and gradually increases the proportion of domestic sales to adapt to the changing situation.

At present, the proportion of new Shen export market has dropped to 70%.

It is revealed that with the further adjustment of the group structure, the export proportion will drop to 60% in the future.

At the same time, Xinshen fully exerts the advantages of its "China's 10 largest Flax Company" and develops a flax upholstery cloth suitable for market demand.

In order to solve the problem of labor shortage, Xinshen has intensified its technological pformation, and has worked with Harbin Institute of technology to study spinning technology, which has reduced the number of workers and improved the efficiency of labor.

Shin Shen also collaborate with Soochow University to produce standards to further seek the right to speak at home and abroad.

Shanshui silk is an enterprise that produces silk quilts.

Liu Ying, general manager of the company, said that landscape silk has been walking on two legs and the proportion of the domestic market has accounted for 60%.

At present, the company's products are mainly imported into Shanghai, Beijing, Guangzhou and other domestic first tier shopping malls, and its strategy of "city encircling the countryside" has more than 100 outlets.

Landscape silk also often goes to Japan, Australia and other countries to participate in the exhibition, and actively expand the export market. Its exhibiting effect Liu Ying laughs, "very good, foreigners like our products very much."

Suzhou Qingtian Enterprise Development Co., Ltd. is a manufacturer specializing in textile garment production, and also a domestic ODM.

Zhou Lihua, general manager of the company, said that in recent years, the company has carried out the technological pformation of production equipment, reducing its staff from 1200 to 700, and saving labor costs. At the same time, the company has stepped up its outsourcing efforts, and has built two branches in Suqian and Anhui, Jiangsu, and has increased production capacity.

"While maintaining the advantages of the international market, the company also attaches great importance to domestic demand.

Xie Ming said that the competitive advantage of enterprises has been challenged by Southeast Asian countries in the international market, but it does not mean that the space of the international market has been squeezed out.

"In the predicament, Jiangsu textile and garment enterprises, while firmly grasping the international market, actively explore the domestic market, weaken the role of labor cost elements in competition, and enhance product quality.

Two markets in China and abroad can not be neglected in Jiangsu. "

Building new advantages of Jiangsu's textile and clothing industry

At present, the domestic textile and garment industry cluster is accelerating the "brand strategy", in order to promote the development of the processing industry with the regional layout of the brand, and further improve the industrial chain in these areas. Jiangsu is no exception.

Because the importance of brand plays a more and more important role in the development of enterprises.

Xie Ming said that in the global industrial chain, Chinese enterprises are in the lower position of manufacturers.

The profit of the manufacturer is only about 20%, while the profit of the brand can reach as high as 80%. The right to speak and the right to bargain will dominate the consumption of the people.

"Jiangsu enterprises must take the road of brand and promote the pformation and upgrading of the industry.

Our products from stalls to supermarkets to department stores, from OEM to ODM, all demonstrate the effectiveness and determination of Jiangsu's industrial upgrading.

Deco textile is an export oriented enterprise with a business volume of around 80%.

Mao Guosen, chairman of Deco (Suzhou) Textile Co., Ltd., said that in recent years, with the change of market environment, the amount of running has basically failed.

According to Mao Guosen, Deco introduced a Italy clothing brand ASOBIO, borrowed fast fashion mode, and pformed it into a mass leisure brand.

At present, ASOBIO has 70 stores in China, and the flagship store of more than 2000 square meters in Nanjing West Road, Shanghai, has a sales volume of 390 thousand yuan on the first day.

Jiangsu Sulong textile technology group started in 2010.

Xie Ming has given full recognition to the efforts of enterprises in brand building. He also said that in the new market environment, Jiangsu textile and garment industry should continue to take the "brand Jiangsu and fashion Jiangsu" as the purpose, speed up the pformation and upgrading steps, and create a new advantage of the textile and garment industry in Jiangsu.

First, in manufacturing, we need to create new advantages of efficiency and improve production efficiency.

Second, the quality of the new advantages, "Jiangsu in the developed Yangtze River Delta region, and then do low-grade things can not survive."

Third, brand new advantage. "Brand belongs to the high end of the industrial chain. He requires us not only to be a manufacturer, but also an operator."

Fourth, the new advantage of fashion. "Our industry is a fashion industry. At the same time, the ability to design and guide consumers must be greatly enhanced."

Fifth, the new advantages of talents, marketing and design talents are indispensable.

Sixth, the new environmental advantages. "Environmentally friendly and sustainable development is both the responsibility of the industry and the development of the industry itself."