Zhejiang Xiaoshan Clothing Material Leads Industry Development

From July 24th to 26, vice president Wang Chun Po of Zhejiang Kai Kai Group went to New York to participate in the exhibition.

Facing the depressed market environment, Xiaoshan clothing Whether the fabric industry can continue to lead the development of the industry and seize the new commanding heights of the market is still unknown. However, during the interview with reporters, many bosses of clothing and fabric enterprises in Jingjiang have been conveying a positive message to us. If winter comes, can spring be far behind?

Many garment enterprises in Xiaoshan say that the sluggish market environment really restricts the growth and development of enterprises. However, the bad economic situation may help boost the new round of "shuffling" of the whole industry of garment materials from another angle. Under the market rule of "survival of the fittest", enterprises should wait for the macro policy and the improvement of the market situation instead of waiting for death.

In fact, there are actually a group of garment and fabric enterprises in Jingjiang are seeking a way out of the trend. Based on the actual situation of enterprise development, they have gone through a step by step exploration of strengths and weaknesses, and have gone out of a new development mode with distinctive characteristics.

Tree brand extension business to increase added value of products

Stepping into the Hangzhou Hua Ying Textile Co., Ltd., the blue screen white eagle, whose wings are flying, is inlaid on the gate of the office building. Lu Keyi, general manager of the company, told reporters that Yang Ying is the main brand of the company and has been named the famous brand product of Hangzhou many times. "Setting up a competitive enterprise and brand is the key choice for the Chinese warbler to adversity to find a way out."

Then, how to create a strong brand? The first step of the Chinese warbler is to develop high-end and high-quality products with scientific and technological innovation. It has been learned that Huaying has been adhering to the principle of independent innovation and technological innovation as the development principle. The company's R & D center was awarded the Hangzhou municipal enterprise technology center in 2005. The center has a high quality product development team composed of more than 20 undergraduates, postgraduates and domestic textile fabric experts, and has developed 4 new provincial products, including Monteith and so on. Among them, Monteith has been tested by Zhejiang Silk Science Research Institute. The products are full of texture, soft, glutinous, crisp and elastic, and were the first ones in the province at that time.

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"Science and technology is the primary productive force", which made warbler find a breakthrough in the depressed market environment, and gained a share of the huge profits from the market by grabbing new technologies. However, as the deputy general army of Hua Ying said, "when we develop a new fabric, there will be a higher added value at the beginning, but the textile industry is different from others, even if the patent protection is applied, it is still difficult to avoid other companies rushing headlong into the herd. Once the product is homogenized, the economic effect brought by the new technology will be reduced."

In addition to these, fame is outside, which is the second step of Huaying brand building. Lu Keyi said that today, "China's famous town of clothing materials" has settled in Jingjiang, which is a good news for Jingjiang's garment enterprises. For enterprises, if we want to continue to maintain the leading position in the country, we must do well in internal work, so that the industry cluster effect can enter into Bu Tuxian to attract more customers to Jingjiang to place orders.

Using technology innovation to improve product quality, through publicity platform to let enterprises have a good reputation, is a combination of Chinese Orioles to create corporate brand.

Speaking of the future direction of the Chinese Orioles, Lu Ke Yi is full of confidence. He said that Hua Ying textile will still take the textile as the main business and establish its own excellent brand, and strive to do fine and specialized. In the interview, we learned that Lu Ke Yi was a two generation of returnees. He agreed with the business model of Singapore. He said: "I hope that the future Chinese Orioles can be as small as some Singaporean enterprises, but they are quite competitive in the market. Although they are small, but they have good economic returns, they are small but have a strong sense of belonging to employees, although they are small but have good social prestige."

One step forward to create sunrise products in sunset industry

In the context of a sluggish market, large enterprises may still be able to tide over difficulties through their own solid market recognition, long-term accumulation of contacts and credibility and ample funds. However, for small and medium-sized enterprises, whether they are lack of market competitiveness in production equipment, marketing capabilities or labor resources, even a small amount of twists and turns may lead to the fall of enterprises.

Then, how can small and medium-sized garment enterprises avoid being eliminated in the market shuffle?

Hangzhou Xing Nong Textile Co., Ltd., in the current trend of overall decline in the foreign trade situation, still can keep exports from being affected. Wang Liang, general manager of the company, said: "although 80% of our products are exported to Europe and America, Japan and Korea, but the European debt crisis has little impact on us." The size of Jingjiang's Xing Nong textile is not large. What makes the enterprise still strong at the moment?

Many industry insiders pointed out that the bottleneck that restricts the development of the fabric industry is the unreasonable product structure of the industry itself. For SMEs in the industry, this defect is particularly evident in the development process. "Precisely aiming at this point, Xing Nong textile resolutely takes the road of product transformation." Wang Liang told reporters that the winning magic of Xing Nong is a step forward by the ancestors to excavate sunrise products with great development potential in the sunset industry. According to him, since the development, Xing Nong has gone through two stages in the product transformation. In 1998, it shifted from pure production of clothing fabrics to decorative fabric production, and by 2003, the company shifted from decorative fabrics to non-woven fabrics.

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Nonwovens are Chaoyang products in Wang Liang's mouth. Unlike other fabrics, non-woven fabrics are new generation of environmentally-friendly materials. They are called cloth because of their appearance and some properties. "Non-woven fabrics are not traditional fabrics. Because of their high environmental protection and high technology content, they are very popular in the European and American markets. At present, non-woven fabrics for household hygiene materials belong to the necessities of Europe and the United States. Therefore, the European debt crisis has little impact on our exports. " Wang Liang gave us an analogy. "For example, you have reduced your income now and decided to cut down expenses, but surely you will not have to use daily items such as toilet paper or wipes, which are also consumables and demand will not drop sharply."

According to Wang Liang, at present, there are 3 non-woven production projects in Xing Nong. Last year, the output of non-woven fabrics was about 9000 tons, and the output value was about 200 million yuan. And the main profit of the company comes from the production of non-woven fabrics, and the profit rate of removing interest and depreciation can still reach 10%.

Of course, the process of transformation is not smooth. Wang Liang said: "every step of transformation is accompanied by labor pains. The initial stage of product transformation is the most difficult. On the one hand, the downstream technology can not keep up, and on the other hand, the market has not yet been fully opened." In Wang Liang's eyes, all these difficulties are predictable. "Although it was difficult for the first two years, the company was able to improve its technology and finally usher in the spring because of the market opportunities."

For future development ideas, Wang Liang said that the crisis often contains enormous business opportunities. The company intends to take advantage of the time when the euro falls, and buy a batch of the top non-woven production equipment from Germany. "At this time, the purchase of equipment is equivalent to a discount, which will save a lot of costs." In addition, from ordering to equipment in place and putting into production often takes a year's time, I believe that the global economic situation should also slow down.

Go all the way to "billions of enterprises"

Facing the current slump of the domestic garment industry, a group of enterprises represented by Hua Ying and Xingnong chose a development route based on their products. They use technology to improve product quality, establish strong brands, increase added value of products, strive to win bargaining power in the global market, and at the same time expand the downstream business of the fabric industry chain to reduce the cost of enterprises and maximize profits.

What is different from them is that the Kai Kai Group presents us with a trade-off and consideration from another angle.

Zheng Kai is one of the leading enterprises in Jingjiang's clothing and garment enterprises. Since its establishment in 1992, it has experienced 20 years of trials and hardships. Now it has developed into a large modern group enterprise integrating textile, new materials, chemical fiber, real estate, international trade and high-end clubs, and realized sales value of 5 billion yuan in 2011.

In Zheng Kai's view, the disadvantages of the external environment did not seem to slow down the pace of development. In the interview, the reporter learned that Cheng Kai regarded 2012 as the key starting year for the group to build "10 billion group", and it was the year of sprint to realize the medium-term strategic objectives of the group. At the time when the development momentum of small and medium-sized enterprises in China is generally conservative, Kai Kai's slogan of "10 billion group" is worrying, but it is also inspiring.

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So what makes Zheng Kai have such a bottom? Where is the bottom gas of such a calm place?

Unlike other textile enterprises, the diversity of Zheng Kai is very obvious and its development is more mature. 20 years of development, Kai Kai has gradually grown from a small textile enterprise to a large modern group enterprise integrating many industries. It can be said that at the beginning of Kai Kai's diversified development, it had effectively dispersed the risks that the textile fabric industry could face. Therefore, facing the slump of textile fabrics, Kai Kai still has a strong foundation.

Of course, diversification does not mean abandoning the old line. For Zheng Kai, the textile fabric is still the foundation. Like the Chinese warblers and Xingnong, Zheng Kai textile is constantly exploring new ways.

Wang Xinglai, deputy secretary of the Party committee and chairman of the trade union of Zheng Kai Group, said that the continuous development of Zheng Kai textile industry can not be separated from two key factors. First, on the "hardware", enterprises must have advanced production equipment, ensure the improvement of product quality and win market demand; two, on software, pay attention to the improvement of employees' ability, do well in the construction of enterprise culture, and enhance the sense of belonging and cohesion of employees.

Through its continuous introduction and development of new technologies, Kai Kai has been able to protect the market share of fabric products. Zheng Kai Textile Co., Ltd. has independently developed and won 7 domestic leading products, 8 advanced domestic products, won the two prize of the national science and technology award, and two outstanding new product and new technology awards of Hangzhou in 2008, and has been selected for many years in China's popular fabric enterprises. All these are the achievements made by Zheng Kai to strengthen hardware, and these are the leading companies in the industry.

Reporters found that most of the Jingjiang clothing enterprises in the face of the big situation, can maintain a common mind, from the hard work of internal strength, waiting for a good time to wait. Does this kind of tolerance imply that the new dawn is not far away?