Addition And Subtraction Strategy Of Old Wool Textile Enterprises

Really will

To be bigger and stronger depends on two forces, one is "hard power" and the other is "soft power".

Effective combination of the two forces can leverage the lever of development.

Jiangsu is famous for its fashionable women's fabric in the industry.

Like most textile enterprises with a long history, the development of Dan Mao has undergone several important pformations, including the reform of the enterprise system, the specialization and refinement of product development, and the extension of the industrial chain in recent years, the attempt to test the water at the terminal, and the development of the brand that goes further and further.

It is necessary to rely on two kinds of strength to really expand and strengthen enterprises, one is "hard power" and the other is "soft power".

All along, Dan Mao has promoted "hard power" to create "soft power". In the view of Xu Rongfang, general manager of Jiangsu Dan Mao textile Limited by Share Ltd, in 12th Five-Year, Dan Mao's task was to increase the traditional industry every year by increasing proportions, which included the addition and subtraction of enterprise strategy.

Sales market: internal and external sales plus and minus method

Xu Rongfang said to reporters: "in the first two years, the management of Dan Mao has a more long-term plan. The product is mainly exported to the outside world, and the adjustment of the way of operation has begun. The current two legs have been formed, and the proportion of the inside and outside ratio is expected to occupy half of the total.

In the past, Dan Mao's export accounted for 80% of the company's sales, of which Europe accounted for 25% of the external market, the United States accounted for 30%, and Southeast Asia also had a considerable proportion.

With the adjustment of strategy, the ratio of internal and external is 7: 3 nowadays.

The rapid upgrading of the domestic market benefited from the establishment of offices in East China, Southern China, central China and North China, and also benefited from constantly innovating products to impress domestic customers and expand domestic and foreign markets simultaneously.

The decline of export orders has caused many traditional enterprises to complain incessantly. This year, Xu Rongfang led him.

The team, through the strategy of going global, has made well-known fabric exhibitions both at home and abroad become an important channel for enterprises to obtain customers' needs, and has also become an important window for new customers to recognize Dan Mao.

"Through close service and stable product quality, this year, US customers' orders have not been reduced, but they have been turned over.

In addition, through interviews with Saudi Arabia and other Middle Eastern countries, we found that black coldness fabrics are popular in the region.

To this end, the Middle East has also become a "isolated island" waiting for us to further develop and tap the potential, lurking huge business opportunities.

Xu Rongfang said excitedly.

With the increasing proportion of domestic sales, women's clothing enterprises in Guangzhou, Shenzhen, Fujian and other places have become the main target of the promotion of Dan Mao. "Through cooperation, we deeply feel that those regular commodities and regular products are hard to lift the appetite of fashion women's clothing brands, and let fabric Enterprises survive in low-level price wars."

Therefore, Dan Mao began to take advantage of its product development advantages and use new, unusual and special products to stimulate domestic demand.

Thus, in the products warehouse of Dan Mao, the natural products such as wool, linen, silk, cotton and so on are pformed from interwoven fabric to interwoven fabric, showing the cloth effect of different styles in the past. After finishing, the application of finishing process, such as flocking, printing, coating, coating, wrinkling and so on, has almost become a regular action; the combination of worsted yarns and woollen yarns, semi worsted, fancy yarns, and other new products of velvet blended products and cold sensitive fabrics is even more impressive.

Product development: short and long term choice

Despite the beginning of the second half of 2011, the dark clouds of a sluggish market made many enterprises start to falter in terms of equipment pformation and R & D investment. But Dan Mao spent 70 million yuan last year to fill up the technical equipment.

"This year, we will invest 30 million yuan for further upgrading of equipment."

Xu Rongfang said.

In addition to spending money on hardware, Dan Mao is "no mercy" for software R & D talent reserves.

"In the face of external challenges, we have our own firm ideas. For technological pformation and high-end R & D personnel investment, we should not use short-term benefits to measure the assessment, but put the long line as a key resource for the pformation and upgrading of enterprises and the core of the brand."

Xu Rongfang said.

Women's clothing has many changes and quick delivery.

In order to reduce the R & D time and speed up the reaction, Jiangsu Dan Mao took measures to carry out the storage of colored wool.

Such reserves must be carried out on the basis of full communication with customers and full grasp of popular colors, otherwise the cost of raw materials will become a burden.

In addition to preparing wool, Dan Mao also has the measures to prepare yarn. To store the yarn dyed for a month in product development becomes a common weapon for Dan Mao to deal with market changes.

Regardless of the preparation of wool or yarn, it is a "big project".

Today, Dan Mao has more than 300 colors for a month's sample and big sample.

"With the rise of custom garments, women's fabrics have low orders, and at least one set.

In order to adapt to this trend, we introduced 3 small sample warping machines from Germany and Japan to invest nearly 10 million yuan. With such equipment, plus the former's top stamp printing, testing color matching, cheese dyeing and other equipment, Dan Mao can produce new products every day, and everything is new.

Xu Rongfang said.

Today, Jiangsu Dan Mao new products include single, single weft, four rounds, functional, easy to care, low carbon, environmental protection, glossy fabrics and many other varieties.

"We have always adhered to the new product development and differentiation road. The design is based on popular elements + function + new raw materials."

Xu Rongfang said.

Water test terminal: seeking the way to enhance brand value

Facing the direction of enterprise development, we have chosen new product development and differentiated development.

Its strength and value benefited Dan Mao, which also led to the further thinking of danmao's top managers on enhancing the added value of products.

After careful consideration and full assessment of his strengths and resources, Dan Mao made the decision to test the water terminal, and began to infiltrate the terminal clothing products on the basis of stable fabric business. He also created his own advanced clothing brand while providing ODM service mode for international fashion brands.

In 2011, the output of Dan Mao fashion reached 1 million sets, and its output value was 50 million yuan. Clothing became the new economic growth point of Dan Mao.

"For the extension of the downstream, we hope to move faster.

In 12th Five-Year, the output of Dan Mao clothing will reach 3 million 200 thousand pieces / sets.

Xu Rongfang said.

In the process of trying to develop the clothing brand, Dan Mao has made clear the principle of "keeping the industry", and has taken a bold and effective strategy to develop the clothing business. He has gradually taken advantage of his advantages in fabric products and the resources accumulated in the fabric business to draw lessons from and pfer to the garment business to support the development of the clothing business.

In addition, Dan Mao also promoted the promotion of clothing business and clothing brand by linking up with fabrics. In the promotion of fabric activities, he promoted the publicity of clothing business to provide support for the garment business at the start-up stage.

For Dan Mao, clothing business may develop into the most profitable business in the future, but its advantages in the "business", that is, the fabric business, should not be lost, but will continue to be strengthened.

Starting with fashion: leading the trend from the source

For a long time, China's fabric enterprises are mostly in the role of "processing and production". They are not sensitive and fully aware of the terminal consumer market. They often have limitations in their understanding of fashion and design. They do not have enough recognition and experience for the operation methods and modes of "brand". These are common problems encountered by fabric enterprises in the process of clothing brand extension.

Beginning in 2010, Jiangsu Dan Mao began to join hands with China Fashion alliance, and since then, the two sides have continued their cooperation so far.

Referring to the original intention of cooperation, Xu Rongfang said: "the reason why I chose to join hands with China Fashion alliance was to understand the latest fashion information and explore fashion talents through this platform.

Through continuous running in, we find that China's fashion alliance is not only promoting brand awareness, but also upgrading the fast fashion response mechanism when combined with marketing.

In the fashion show that was first co operated with China Fashion alliance, more than 300 businessmen from Europe, America and Japan came to the scene, many of whom were important customers later.

Today, fashion elements and creative ideas have gradually penetrated into the textile and garment industry from the consumer end and the brand end.

"For Dan Mao, the value of fashion publishing is not only to show a fashionable Dan Mao to the industry, to customers and consumers, but also to realize their self-education in the full participation of employees, including the collaborative research and development of previous fabrics, participation in the selection of models, planning and rehearsal of exhibitions, etc."

Xu Rongliang, general manager of Dan Mao, said that the two years of cooperation with the new designers of China Fashion alliance benefited Dan Mao's R & D and design team, especially for fabric design.

The design is more in-depth in fashion understanding.