Textile Industry: Pforming The Innovative Product Marketing Resources To The Value Economy Mode

Sun Ruizhe, vice president of China Textile Industry Federation, is in the Fourteenth National Conference.

New product development seminar called for the textile industry to take the road of value economy, constantly tap the market demand and actively integrate resources.

Distortion of raw materials and values

"I hope textile enterprises can get used to the current situation of the industry and survival of the fittest.

It is hoped that enterprises will have a vision for the future, have dreams and put them into action and strive for them.

Since 2012, due to the weakening of international market demand, the slow growth of domestic market demand, and the excessive cotton price difference at home and abroad, China's textile industry has seen a downward trend, production growth has obviously declined, export volume has decreased, and business efficiency has declined.

It is expected that the textile industry will not be able to improve significantly in the second half of this year.

Sun Ruizhe expressed his views in open air.

In Sun Ruizhe's view, there are two distortions in the industry: the upstream raw material link, that is, the cotton link, is a completely planned economy form, and the destructive power of the planned economy to the market economy has created a distortion phenomenon in the whole industry.

The system of cotton is completely relative to the system of market economy. This is the first distortion. Another distortion is about the issue of values.

Although China is a large country with population, the trend of talent employment is not optimistic, especially in the manufacturing industry.

The textile industry is now facing a large number of skilled workers, high-end technical personnel can adapt to the problem of this industry.

The distortion of values affects the smooth development of the industry.

However, Sun Ruizhe also mentioned the importance of confidence. He hoped that textile enterprises could get used to the current situation of the industry and the survival of the fittest.

It is hoped that enterprises will have a vision for the future, have dreams and put them into action and strive for them.

Transformation from value economy to value economy

"China's textile industry has changed from big to strong, although it is only one word difference, but the difference in one word means that we should change from the traditional scale economy development mode to the value economy mode."

Speaking of the outline of building a textile power, Sun Ruizhe expressed his views on the four sub outlines of science and technology, brand, sustainable development and talent.

He believes that building a textile power needs to break through the bottleneck of resources and optimize the product structure in terms of science and technology; in the brand, we should solve the problem of win-win and environmental development; in sustainable development, we need to make efforts in the following four aspects: the balance of regional development, the sustainability of the environment, the stability of policy standards, and the sustainability of human resources.

Sun Ruizhe said, "China.

From big to strong, although there is only one word difference, but one word difference means that the industry should change from traditional scale economy development mode to value economy mode.

The value of the past is mainly the value of tangible assets, that is, factories, labor, machinery, and so on, and also extends the market scale and capacity output.

The value economy includes brand reputation and environment friendliness.

The control of resources, the guidance of fashion, and the discourse power of the market are all the goals pursued by the great power building, and also the embodiment of the value of the textile industry in the process of social development.

If we want to take the road of value economy, we need to make four changes.

The first is the pformation from individual to system.

In the future, competition is definitely not the competition of a single enterprise. It is the competition between supply chain and supply chain and cooperation system to another cooperation system. It is the competition between centralized innovation and centralized innovation, followed by the pformation from closed to open. In the past, enterprises began to develop and gather talents and absorb information resources on the market to develop. However, the closed mode has lagged behind, opening its own platform and attracting the whole society's strength to participate in development is the only way for enterprises.

Third, from the past, we should pay attention to the development and innovation of visible products, and focus on intangible innovation in the future. Finally, we should innovate the marketing system and management mode in tangible and intangible ways.

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Discovery of demand integration resources

"Upstream or downstream, we all have a way to integrate."

The problem. "

Developing demand should be the basic point of our strong nation building.

With the improvement of consumer's living standard and the change of lifestyle, it will bring great improvement to this industry.

Industrial textiles are the fastest growing products in the industry.

Sun Ruizhe said that by 2020, industrial textiles will account for 27% of total fiber consumption, and industrial textiles will account for 67% of fiber consumption by 2050.

A prominent feature of the textile industry is the length of the industrial chain. An important contradiction is the contradiction between long cycle and fast fashion.

The textile industry is a vertical industry chain, which needs a long production cycle. But downstream is directly facing consumers, facing the demand of consumers for "fast fashion".

Therefore, as the upper reaches of the industrial chain, enterprises must set up the PTS mode according to the characteristics of the long cycle, that is, to organize production and sales through large-scale production, large-scale inventory and large-scale sales.

As a downstream garment link, because it is closer to the market, it should be a BTU mode to establish a quick response mechanism for orders.

"Upstream or downstream, we all have a problem of how to integrate the resources of the industrial chain."

Sun Ruizhe believes that the experience of many foreign fiber enterprises is worth learning from, he said, and can learn how they reverse integration of industrial chain resources.

For example, DuPont led textile enterprises allocate annual fiber targets, help downstream customers to jointly develop specific species, carry out large-scale brand publicity on market terminals, and establish consumer loyalty to brands. These actions reverse integrate our entire industry.

Of course, there are also very good enterprises in China, such as Jiangsu Hengli Chemical fiber Limited by Share Ltd.

Jiangsu Hengli has formed a large-scale product development in the whole product development, focusing on efficiency, focusing on product development, building a team, positioning accurately, and planning products very well.

In the aspect of women's fabrics and worsted fabrics, various innovative teams have been established around product development, and technological innovation centers, popular trend research centers, quality management centers and rapid reaction centers have been set up to plan product development and innovation very orderly.