Advocate The Brand Value System &Nbsp; The Spun Garment Industry Must Eat The Domestic Cake.

Facing the world Economics The uncertainty of recovery, no doubt, 2012 Textile industry The export situation will be more severe, and it will face greater pressure to maintain rapid growth. Therefore, this year will become the focus of the development of the industry to accelerate the transfer of domestic demand. In a sense, it is the government's policy measures to start domestic demand, and the development of market is related to every textile. clothing The real efforts of enterprises.

　 To build up the brand effect of domestic sales

Huang Yachong, executive deputy general manager of Shanghai Bao Mo Home Textiles Co., Ltd., told reporters that since they set up factories in Nantong, Jiangsu, they always take the domestic market and make brands as the main direction of product development, only at the end of June ~7. market In the off-season, some foreign trade orders will be taken, accounting for at most 20% of the company's annual production. He said frankly that the road of domestic market is difficult, but whoever can go early can go ahead. "Today, it is very difficult for foreign trade enterprises to catch up with our domestic enterprises. At the very least, they do a wholesale market." Huang Yachong confidently told reporters: "in 2012, our company will introduce policies to guarantee banks with good sales and integrity, and help them solve the financial problems." At present, financing is not a problem for brand enterprises such as Bao Yang home textiles.

At the beginning of the year, the reporter interviewed Yu Yuenan, curator of the China Cotton Textile Fair. According to him, this year's exhibition is not bad. The exhibition area has increased by nearly 30% compared to last year. Especially the thermal underwear has occupied a museum, which indicates the momentum of domestic sales of the underwear industry. The enthusiasm of home textile enterprises to participate in the exhibition is also higher than in previous years. This shows that many enterprises want to try their best in the domestic market when the export is declining. In addition, because the exhibition is traditionally limited to knitted cotton fabrics, such as socks and towels, such a large quantity of fabrics, which are large and wide, have become the focus of this exhibition. Yu Yuenan, who is well versed in the way of domestic sales, has also revealed a secret to reporters: the more unproductive things are, the more money the company will make.

Our country has strong production capacity and broad consumer market. The textile and garment industry is transforming from "order processing" to "brand management". In this process, the industrial value is gradually improving, and the turning point of export and the strong growth of domestic sales will become the catalyst for the upgrading of the industry value.

　 External pressure is the driving force for brand building.

Li Zhiyong, general manager of Guangzhou Dong Haipeng dyeing and finishing Weaving Co., Ltd. is a knitted fabric manufacturer with dyeing and dyeing, and has been doing business in Guangzhou Zhongda cloth market. Li Zhiyong said, we start from the establishment of factories to locate in the domestic high-end high-end market, most of the customers are domestic garment factories, the business is good at present, however, under the influence of the big environment, 2011 is a little worse than that in 2010. "Printing and dyeing enterprises like ours have a high cost of environmental protection in Guangdong. If they do not improve the quality and value added, they will go bankrupt."

Tang Yunqiang, the chairman of Guangzhou Zhongda cloth market brand business union one textile Co., Ltd., the boss who sells the knitted fabric, is one of the few businessmen in China's big market who own production enterprises. Tang boss is very cow, buy his goods to pay 100% cash, "I only do business with brand enterprises, after payment 3~6 months to pick up the goods." Tang Yunqiang said that in the world's largest wholesale market of knitted fabrics, "Lian Yi" has become a brand business, though not the biggest, but it should be the best -- this is my philosophy. "How to do this" best "depends on my 23 years of experience from selling cloth to opening a factory. The promotion of management has made me a better market merchant.

In recent years, the China Federation of textile industry has been advocating the four in one brand value system of "quality, innovation, rapid response and social responsibility", which has been widely recognized by the large and small enterprises in the industry today. In fact, brand building is the inevitable demand from external pressure to endogenous motivation.

The cultural creativity of clothing textiles starts with fiber. Research on open innovation system, from technology innovation to technology and cultural creativity, and cultural and technological innovation to stimulate domestic demand. If the quality and innovation point of enterprise products can not only meet the cultural needs of consumers, but also adapt to the rapid reaction and sales system of the market, and corporate social responsibility and corporate credit, the brand value of enterprises will be higher than others. The four in one brand value system will become the hard foundation for stimulating consumption and creating consumption.

There is no doubt that China's huge domestic demand market has provided support for industrial transformation. We do not deny that some textile enterprises in 2011 are in a predicament of operating losses, limiting production and shutting down production, but after all, there are still many enterprises that have won the victory by relying on their own real skills. Facing the severe export situation of textile and clothing in 2012, we should see that with the deepening of national reform and regulation work, the domestic economy will maintain steady growth, and domestic textile and clothing consumption will continue to grow. The growth rate will be basically the same as that in 2011. On the micro level, enterprises will continue to improve their product quality and adhere to differentiated competition.