Transformation And Brand

In February 11, 2012, the fifteenth Haibo conference was held in Beijing. Sun Ruizhe, vice president of China Textile Industry Federation, assistant to the president of China Textile Industry Federation, Chen Dapeng, executive vice president of China clothing association, Xu Wenzheng, Deputy Secretary General of Taiwan Textile Development Association, and Su Baoyan, executive vice president of China Association of designers, answered the reporters' questions about "Haibo" and other contents at the press conference. The newspaper was recorded and collate, and four articles were published for readers.

Many people say that 2011 is a very difficult year for China's textile and garment industry. Foreign demand has plummeted, domestic demand is weak, labor costs have risen rapidly, credit crunch, private enterprises have no door, exchange rate has climbed, and tax burden is high.

All this seems to be a microcosm of hardship, but in fact, from 2009 to 2010, both exports and domestic sales are all year-on-year.

What about 2012?

Scale effect upgrading to value growth

"The slogan of changing production mode has been put forward for several years, but how many enterprises can really achieve it?" Sun Ruizhe said that the slowdown in the growth of China's textile and garment industry has been unavoidable, and this slowing down situation may be long-term.

In addition, in the middle of 2011, the number of new fixed assets projects increased by more than 5 million yuan compared with the same period in 2010.

In addition, in terms of foreign trade, despite the beautiful figures, excluding the value factors, Chinese textiles were released in January 2011 ~10 months.

In recent years, industry concentration has attracted more and more attention from the industry. If there are some negative effects, it is the polarization of enterprises.

Through last year's first quarter data, we can see that 1/3's corporate profits are higher than the industry's average profit margins, and 1/3's enterprises take 92% of the profits of the whole industry.

In addition, the profit margin of 1/3 in this 1/3 is higher than 10%.

Although the industry pressure is huge and the competition among enterprises is becoming increasingly fierce, market efficiency and market share are all tilting towards high quality enterprises.

"We can see that during the period of 'fifteen' and '11th Five-Year', there is a figure that is very clear. During the period of 'fifteen', the contribution rate of value increase to the export industry is 12.5%, and that of '11th Five-Year' has changed to 56.84%. In this regard, the whole industry is developing a positive pformation of development momentum.

Sun Ruizhe said that from the perspective of the market structure, the domestic demand market is replacing the international market and becoming a new driving force for the growth of the industry.

In the span of scale effect to value growth, we are realizing the fundamental pformation of comparative advantage. In the past, industry was dependent on factors of production and was dependent on the comparative advantage of production factor cost.

At present, the whole market structure is being adjusted. In the whole market layout, some excellent enterprises are choosing customers in the opposite direction, and now we have established new advantages in terms of market discourse.

"In my words, it is to abandon a group and choose a group again".

Understand brand and capital operation.

"After changing the mode of production, what we want is to establish new advantages!" Sun Ruizhe said, the new advantages need to be innovating, and some enterprises in Shishi have the right to speak. For example, gage's cold pfer printing project and Haixing's "Shisheng silk" are all high-tech projects promoted by the China Textile Industry Association.

People in the textile and apparel industry should see tradition.

For Shishi textile and apparel industry, its problems are also common problems of China's textile and garment industry. For example, there are problems in the existing brand circulation channels, that is, the department stores occupy a strong position, and the homogenization of channel construction is serious.

For the industry, it is necessary to get rid of the simple dependence on department stores, and to reflect from the commercial channels. This is the content that the whole industry should consider in terms of brand building and brand circulation structure optimization.

With regard to the combination of industry and capital market, if enterprises want to make use of the capital market, they should make efforts from three aspects: the operation of basic health, the growth of society and the social value represented by social responsibility.

In addition, how to make good use of financial instruments and financial leverage in the production process is also a matter of concern.

Recently, the Federation of Chinese textile industry will be divided into several ways.