Transformation And Upgrading Of Traditional Industries In Xiuzhou District Of Zhejiang

Brand is the lifeline of an enterprise. Many people have heard about the myth of Coca-Cola. Robert Woodruff, Coca-Cola legend president, said that if all the factories of Coca-Cola were burned overnight, they could still be brought back to life overnight. This is the brand effect of the 4 word "Coca-Cola".

Look back at us again. At home tradition clothing Spin Under the circumstance of "cold" of foreign trade as a whole, an enterprise in Xiuzhou district has a unique posture, the colder and the more fragrant. It is Zhejiang Ya Ying Garment Co., Ltd.

In the first half of the year, "Ya Ying" again proved herself with figures: the total retail sales exceeded 1 billion 500 million yuan, an increase of 15% over the same period last year, a tax payment of 120 million yuan, a per capita tax payment of 29 thousand yuan, and an average per worker income of 65 thousand yuan. In 2011, its total retail sales amounted to 3 billion yuan, and taxes were 265 million yuan.

This has led the costumes to see a new path of success, an excellent one. brand Like "invisible wings", it can not only help enterprises "keep out the cold", but also achieve adversity.

Xiuzhou people have no shortage of tradition of business, and form a traditional block economy featuring Xiuzhou characteristics: textiles and small household appliances. Data show that in 2011, the total economic output of the two main traditional industries of textile and household appliances in Xiuzhou accounted for 54% of the total industrial output of the whole region, and the number of textile and household electrical appliances accounted for 62.8% of the total enterprises.

As one of the two traditional mass economies in Xiuzhou District, called "ring" and "get". Textile industry With Honghe sweater and Wang Jiangjing textile as the representative. Wu Bingfang, deputy district head of Xiuzhou District, introduced Honghong sweater as a national sweater export base in 2009. In recent years, its total export volume is even larger than that of Pu Yuan sweater. Under the environment of foreign trade being blocked, Honghe woolen sweater has survived in an adversity and successfully opened up the Southeast Asian market.

In terms of traditional household appliances, the small household appliance industry group represented by Wang Dian town has never relaxed its brand cultivation. In 2010, Wang Dian town was appraised as "Zhejiang province to implement trademark". brand The strategy is the ten demonstration township ", which is the result of many enterprises and industry associations developing their brands with concentration and cohesion.

The enterprises at the micro level can be called Xiuzhou. Garment and textile industry A "wonderful flower" Zhejiang Ya Ying Garments Co., Ltd. has successfully transformed from a traditional manufacturing enterprise to a modern production service enterprise integrating R & D, production, marketing, logistics and information.

The traditional appliance industry represented by Zhejiang Haili Electric Appliance Co., Ltd. is walking on the road of "brand upgrading and customs clearance". At present, the company is busy declaring well-known trademarks. We must know that the administrative recognition of well-known trademarks is entirely based on strength.

Creating brands is never a day's work. This year, Xiuzhou district also has Zhejiang Olympic electric, Zhejiang Jiaming plastic company and other enterprises to join this team. In the traditional industrial field of Xiuzhou District, there are massive industrial background support, and a number of leading enterprises based on this are presented as stars.

A massive economic base is the trend of all stars.

It is undeniable that traditional industries can not avoid the pressure of market and resource elements, including the competition caused by the low threshold, the order crisis caused by the sharp drop in external demand, and the inability of domestic sales due to the lags of brands.

Fortunately, a group of enterprises foresee the dangerous situation which may be caused by relying on external demand blindly. The Zhejiang Veterans General of Limited by Share Ltd has put forward earlier that "when foreign trade can make money, we can cultivate a brand with foreign trade money".

In fact, "Ya Ying" brand started earlier and broader. "Ya Ying" has become the ten largest brand of women's clothing in China. In its successful experience, there are two steps to "key chess". The first step is to go out, and to go out with tradition, the difference is that "Ya Ying" goes out of the brand, and comes back to the advanced system and idea. The second step is to be steadfast and dedicated. Zhang Huaming, general manager of the company, raised the most words in the interview: "what do you want to do, really want to create a brand? Do you love it?"

"There is no traditional industry, only traditional thinking." Zhang Huaming said. Therefore, in 2004, he made a bold decision to establish a joint venture with Zhejiang, Italy, and set up the road of enterprise system innovation and brand building.

It can be said that "the middle school is the body and the western learning is used". In product design, R & D, production and brand promotion, "Ya Ying" has maintained close ties with the forefront of world clothing through its brand strategy of going out. "Ya Ying" brand idea also instilled into the channel construction. In terms of brand image promotion, "Ya Ying" regards brand identification, store decoration design and shop display as a systematic project, and invites international masters to design the sample shop. The "Ya Ying" clothing, which is mainly based on domestic sales, identifies the brand positioning and subdivides the market. The three brands of "Ya Ying", "TBF" and "ELENA MIRO" of Ya Ying company aim at different customer groups.

Unlike traditional processing enterprises, "Ya Ying" should stand at the top of the "smile curve". According to the introduction, in the "Ya Ying" internal industry chain, 80% of the personnel engaged in R & D, design, marketing and other productive service functions accounted for only 20% of the total personnel engaged in processing and manufacturing directly, and 4% of the annual sales revenue were used for R & D.

Going out is brand, please come in is the idea.

The success of "Ya Ying" brings the power of example, and the government wants to see the transformation and upgrading of the industry as a whole. On brand building, Xiuzhou district should strengthen planning and guidance, introduce policies, optimize policy environment, innovate carriers, and improve service level.

Wu Bingfang introduced that, in encouraging enterprises to create brand, there are some changes in policy support this year, integrating the scattered industrial funds and special funds, changing the past cash reward system, and giving enterprises brand publicity awards.

Technological innovation is the foundation of brand innovation and the key to form the core competitiveness of enterprises. On brand innovation, the Xiuzhou district government emphasizes the leading role of technological innovation, and the enterprises whose output value is over 100 million has set up their own R & D center.

Yan Jiayou, director of Xiuzhou Business Bureau, put forward three proposals for enterprises to create brand. First, enterprises should focus on their own businesses, do specific businesses and make appropriate extensions in their industry. Second, enterprises should learn to borrow power and explore a cooperative mechanism with a more open mind. Even if they are not short of money, they can consider cooperation when the time is ripe. The idea of cooperation is to help companies form a more open and modern governance structure. Third, we must grasp the two ends well, do not relax in research and development, and channel construction is also very important.

In regard to what the government has done for the sake of failure, Yan Jiayou believes that the main thing is to strengthen policy guidance. If public opinion is publicizing or not, it is inappropriate to intervene too much in the operation of enterprises and keep an appropriate distance from enterprises.