Shaoxing Textile Enterprises: Build Gold Signboards Standing At The Commanding Heights Of Smiling Curves

At the end of last year, European debt crisis hit, Shaoxing county many textile enterprises in charge of pressure increased sharply. The orders for these small foreign trade processing factories have been reduced by 1/3. "We do not have our own brand, we can only work for others, and there is no bargaining power at all." Some counties in Shaoxing Textile enterprises The person in charge said frankly.

In sharp contrast, in April this year, it was identified as the "new Shu" shirt fabric of "China famous trademark". Its products sell well in more than 300 famous brand shirts enterprises such as Luo Meng, Shan Shan, red beans, conch, gifted scholar, Hai Lan home, Jin Ba, seven wolves, Heng Yuan Xiang, Kai ER and rich gentleman, as well as a number of well-known international brands such as "crocodile", "Goldlion" and "playboy". "The most valuable regions are concentrated at the two ends of the value chain -- R & D and marketing. Without research and development capabilities and marketing capabilities, we can only earn some hard money by doing foundry. And at the end of the research and marketing, the brand of the company is also apparent. "This is the famous" smile curve "theory. Our enterprises should strive for the commanding heights of smiling curves and create their own gold lettered signboards instead of curling up at the bottom of the valley and relying on the meager profits of OEM OEM," said the person in charge of the trademark advertising supervision department of the Shaoxing industry and Commerce Bureau.

The first well-known brand of shirt fabrics in Shaoxing is born in the province.

In April of this year, the "Xin Shu" trademark of Zhejiang Xinle textile and Chemical Fiber Co., Ltd. in Shaoxing County, which was used by the State Administration for Industry and commerce, was recognized as the well-known trademark in China. It is the first well-known trademark in Zhejiang, which has a high gold content. It is also known as the famous trademark of shirt fabrics in China after Shandong's "Lu Tai".

Shaoxing Xinle textile and Chemical Fiber Co., Ltd. was founded in 1994, the company has been committed to the production of shirt cloth, products cover CVC, cotton, modal, ultra fine silk series of high-grade shirt fabric. The product is many, new, extensive and refined. It is known as the "fabric supermarket" by the industry. In China, all the shirts enterprises that have won the famous brand products of China and the famous trademarks of China, such as Luo Meng, Shan Shan, and red bean, have all chosen the "Xinle" shirt fabric.

It is the ultimate goal of "Xinle textile" to "develop products that others do not have and let products lead the market." For this reason, every year, the enterprise designs and develops more than 2 thousand new fabrics. The annual R & D cost is over 20 million yuan. At the same time, every year, it will go abroad to carry out exchanges and learn creative ideas. Every time the new products come into season, the designers will go to Hongkong, Shanghai, Beijing and other large shopping malls to investigate the popular elements and market information from the international famous brand shirts.

Wang Mingyu, general manager of Zhejiang Xinle textile and Chemical Fiber Co., Ltd., told reporters that the development of products by Xinle companies began long ago. Although the textile industry is a traditional industry, there are many R & D work in the traditional industry. "We should pay attention to R & D work as much as hi tech enterprises".

At present, the "Xin Shu textile" project of "Xinle textile" in Binhai Industrial Area is under construction. The project will introduce the world's first class equipment and technology, and finish the research and production of dyed yarn, weaving, printing and dyeing, and finishing the one-stop shirt fabric. After the completion of the project, enterprises will focus more on the design and development of high value-added shirting fabrics.

According to the person in charge of the Shaoxing industry and Commerce Bureau, the well-known trademark in China identified through administrative means is identified by the Trademark Office of the State Administration for Industry and commerce or the Trademark Review and Adjudication Board, and has strong authority in the national industrial and commercial administrative system. As a famous brand in the domestic shirt fabric industry, the "Xin Shu" trademark of "Xinle textile" used on shirting cloth has been identified as China's well-known trademark. It is the best affirmation for enterprises to focus on fabric product innovation and development.

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From "paste others card" to "others paste my card".

Under the background of the complex and changeable global economy, clothing enterprises are generally facing difficulties in recruiting difficulties, declining orders, and export slump. However, Kell Hai Garments Co., Ltd., located in Shaoxing County, is developing against the trend. The secret is that the "Kell sea" has gradually realized the magnificent turn from "sticking others' cards" to "putting others on my cards", and the transformation and upgrading of enterprises are becoming more successful, so that their profit margins can be leaped from 3% to 30%.

Five years ago, "Kell sea", like many garment enterprises in Shaoxing, earned modest processing fees by OEM processing. Although customers come from many famous brands in the United States, Italy, France and many other countries, they never have a name on their shirts when they leave the factory. The business is only processing fees of 1~4 yuan per unit, with an average profit of only 3%. In 2008, when the international financial crisis broke out, the "Kell sea" OEM order was reduced at once. Is it to wait for the crisis to pass, or to change the crisis into opportunities, to create its own brand? Kell Jia Jia, chairman of the Hai Hai Garments Co., Ltd. chose the latter, successfully registered the "Kai house" brand, and took the domestic market as the key point, and took the first step of developing the market with its own brand. This change made the sales profits of each shirt rise to 30% at once.

Earlier this year, an Israeli businessman made a special trip to the "Kell sea", hoping to get the OEM of the "Kai house" brand men's shirt. The Israeli businessman is a businessman who specializes in high-end men's shirts, and is currently distributing high-end men's shirts in many European countries. This is also the first shirt brand he introduced from China.

"Now there are more and more foreign merchants who want to put our brands on the market. The company is considering selective licensing. It will focus on promoting the domestic market, branding the brand, and gradually expanding the international market. Now that we have registered in the US, we have contacted the local shirt dealers. When the time is ripe, our own brand "Kai house" will appear in the US market. Xu Jiajia, the boss of "Kell sea", said that the designers of the company are busy now, running around the world and looking for inspiration all over the world.

Shaoxing county enterprises create brand awareness gradually

It is the strength of the brand that is felt. Nowadays, the sense of brand creation of Shaoxing county enterprises is getting stronger.

In recent years, Shaoxing county has been leading the development of "brand big county", and has made great stride development through policies such as policy promotion, public opinion promotion, guidance and promotion, and joint assistance. As of last June, there were 7683 registered trademarks in the county. At present, Shaoxing has 39 well-known trademarks in China (10 administrative cognizance, 29 judicial cognizance), 122 famous trademarks in Zhejiang and 240 famous trademarks in Shaoxing. China's well-known trademarks and famous trademarks in Zhejiang are among the top counties in the province.

Shaoxing County Commerce and Industry Bureau trademark advertising supervision department official told reporters that last year, Shaoxing County added 981 registered trademarks, and the application volume is more than 1700.

The reporter understands that "Xin Shu" is the second national famous trademark of Shaoxing county's fabric industry. The "Lang Xi Ya" denim fabric of Zhejiang Yuansheng denim dress Weaving Co., Ltd., located in Ping Shui sub city of Shaoxing County, won the first well-known trademark of Shaoxing County textile industry in October the year before last.

In the past, a lot of business executives believed that licensing involves a lot of effort. Textile fabrics are intermediate products, and do not need to be understood by end users. Therefore, there is no need to create brand. But now the concept of corporate executives has changed, and they have begun to attach importance to brand building, because the brand has helped enterprises improve their value-added products and open up the market. Shaoxing county industry and Commerce Bureau trademark advertising supervision department official said.

In fact, fabric creation is not uncommon in the industry. Jiangsu's "sunshine", Shandong's "Lu Tai", foreign "Lycra" and "Dongli" have long been famous.

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China Textile City as Asia and the world's largest textile fabric distribution center, has been constrained by "homogenization" competition for many years. Textile fabrics, as the intermediate products of the textile industry, have been restricted by various conditions. The lack of the famous Chinese textile fabric brands in the international market has a great impact on improving the added value of products, expanding the market at home and abroad and enhancing the overall image of the textile city. In recent years, the Shaoxing County Bureau of industry and Commerce has taken the protection of intellectual property rights of textile fabrics as a breakthrough in market transformation and upgrading, innovating textile fabric pattern protection, trademark brand service guidance and so on. With the activities of "brand helping, brand strengthening and brand fixing" as a carrier, we vigorously guide enterprises to carry out the work of "Shen Chi Chuang", and actively guide a group of emerging fabric enterprises to change the traditional "heavy product and light brand" strategy, adopt brand management mode, and pay attention to the simultaneous improvement of the market share of brands and products.

Shaoxing County

Increase brand cultivation

At present, it is urgent to push forward brand building: overseas, Vietnam, India and other countries are attracting labor intensive industries in Europe and the United States with cheaper labor costs. In China, neighboring provinces are also trying to cultivate and strengthen the brand of the province, and the market competition is more intense.

In recent years, with the further promotion of the strategy of "brand big county" and "quality and strong county", the establishment of famous brand in Shaoxing has achieved a new high. Up to now, Shaoxing has 10 famous brand products in China, 72 famous brand products in Zhejiang, 192 famous brand products in Shaoxing, and the county has 515 famous brand products at all levels.

During the "12th Five-Year" period, Shaoxing county will intensify its efforts in brand cultivation. Shaoxing County Quality Supervision Bureau official said, the quality supervision department goalkeeper will work with relevant departments to create a favorable environment conducive to the growth of enterprise brand, promote brand evaluation to extend the modern service industry and industrial cluster, and form a group of famous brand products with obvious scale advantages, strong competitive strength, high technology content and high added value, and independent intellectual property rights, so as to promote industrial optimization and upgrading.

Promoting brand strategy is also an enterprise's own demand. "In the early years, the textile industry of Shaoxing county has been taking the road of expanding production capacity. In the coming years, it has entered a new stage of building brand, improving quality and heading for the world." The head of a large textile enterprise in Shaoxing County told reporters that if enterprises want to stand out from the market competition, they must gradually transition from simple scale competition to brand competitiveness.

Brand building is a systematic project which requires multiple efforts of government departments and enterprises themselves. In order to continuously improve the contribution rate of famous brand to the county's economic development, Shaoxing County successively promulgated the "12th Five-Year plan" for the brand development of Shaoxing county and the famous brand strategic plan of Shaoxing County in 12th Five-Year, and organized a survey on the development of the leading industries and backbone enterprises in the County, trying to work out reasonable implementation steps and phased targets, forming a famous brand cultivation system for famous brand products, service brand names and multi-layer and three-dimensional development of regional brands. Under the guidance of this system, relying on its own regional characteristics and industrial advantages, we have formed a "reserve one batch, cultivate a batch, strive for a batch" of famous brand enterprises to develop echelons.

"Through the implementation of the brand development plan, we should guide the allocation of resources and industrial agglomeration, enhance the competitiveness of leading industries, and strive to achieve a leap from" manufacturing "to" creating ", and comprehensively enhance the competitiveness of leading industries in Shaoxing. Shaoxing County Quality Supervision Bureau official said.