Survival In "Struggle" Stimulates The Endogenous Power For The Development Of Textile And Garment Industry

Recently, the China Textile Industry Federation held the 2012 Mid Year Work Conference in Nanjing, informing the outside world of the operating situation of the textile industry in the first half of this year. On the whole, the textile industry is suffering from sluggish demand in the international market, slowing demand in the domestic market cotton The industry as a whole has continued the trend of slowing growth since last year due to the influence of factors such as the widening price gap and the rising pressure on domestic factor costs.

Although the overall situation facing the whole industry is grim, there are still some textile and clothing enterprises that have made outstanding achievements in the complex market environment and become a bright color in the industry. In the context of industry transformation and upgrading, the commendable practices of these enterprises may provide some reference ideas for enterprises struggling to survive.

　 Innovation is king

As a traditional industry, the textile and clothing industry has developed rapidly and created brilliant achievements in the past with the help of cost advantages. However, with social development and technological progress, this traditional industry also needs to keep pace with the times, and innovation can continue to write a new chapter of industrial development.

Founded in 1919, Wuxi No. 1 Cotton Textile Factory, once a proud model of China's national industry, has stood firm for nearly 100 years and is still the leader of China's cotton textile industry. At present, the factory has 500000 tons of spindles, 700 cloth machines, an annual output of 26000 tons of high-grade yarn, 3000 fabrics, and an annual sales of more than 2 billion yuan. Over the years, Wuxi Yimian has transformed from an old traditional textile enterprise to a new modern textile enterprise. Its idea is to become a sustainable textile enterprise through technological innovation, management innovation, marketing innovation and information technology integration. To be specific, the practices of Wuxi Yimian in the development process can be summarized as "five creations":

First, create labor efficient textiles. The factory has broken the periodic flat and freewheeling mode that has been used for decades, innovated the equipment maintenance mode, and implemented the small machine equipment maintenance mode characterized by "chartered machine to person, dynamic maintenance"; Break the traditional operation management and operation mode, and innovate the faultless operation method.

The second is to create brand textile products. In this regard, Wuxi Yimian has promoted the brand appreciation, product upgrading and market upgrading. For example, in terms of brand construction, the factory innovatively implements the brand standardization strategy, forms a professional production pattern of standard products and customized products, and makes the "TALAK" yarn brand the industry benchmark of compact spinning yarn; In terms of product upgrading, we developed and produced 300S cotton yarn for the first time in China, and achieved mass production, changing the raw materials of popular textiles into luxury textiles; In terms of market upgrading, the factory aims at the international high-end market and strives to develop. The gauze products are successfully matched with international high-end fabrics and home textile products, and are linked with famous brands and first-class enterprises at home and abroad.

The third is to create modern information textile. Wuxi Yimian innovatively explores the construction of a three-dimensional information system of "perceived production", "perceived management" and "perceived customers". The whole plant uses more than 90000 sensors to connect thousands of devices (sets) in five aspects, including finished products, production, environment, safety and power supply, to form a sensor network to monitor the production status in real time. The innovative management and control mode of ERP is used to realize the integrated management of logistics, capital flow, information flow and human resources in an efficient and real-time manner.

Fourth, create economical textiles. First, use informatization to create energy conservation management, establish "enterprise electric energy information management center system" and workshop air conditioning online monitoring system, collect electric energy and air conditioning information, control and manage electric energy, establish an objective Xiaohao evaluation system, reduce energy operation costs, and track the effect of energy conservation measures. Secondly, technical measures are used to tackle key problems of energy conservation. For example, optimize and transform the production process to save electricity; Focus on reducing energy consumption of multi machine host equipment. In recent years, after the implementation of the technical measures project, the annual power saving has reached more than 12 million km. h, and the annual electricity cost has been saved more than 8 million yuan. Once again, we encouraged energy conservation by strict management and organizing competitions. Enterprises carried out various forms of competitions to encourage employees and teams to innovate in management, and achieved good results; At the same time of energy conservation, the cotton consumption of the whole plant is only half of that of enterprises of the same scale by improving the product grade, enhancing the added value of products and reducing the consumption of cotton resources.

Fifthly, create technologically advanced textiles. For decades, Wuxi Yimian has made continuous progress and transformation, absorbed internationally advanced textile technology and equipment, and has become the world's largest compact spinning production base if it takes the lead in introducing compact spinning technology in the whole industry. As long as it is conducive to improving quality, reducing costs and improving efficiency, the factory actively adopts it, laying a solid foundation for improving the competitiveness of enterprises. {page_break}

Brand cohesion

Many years ago, the textile and clothing industry put forward the concept of "brand contribution rate", which shows the importance of promoting independent brand construction for the development of the industry. With the intensification of market competition and consumers' increasing attention to brands, the development of independent brands has now become the conscious behavior of industry enterprises.

Golith is a famous women's wear brand in China, which has distinctive characteristics in brand building. Xia Guoxin, the chairman of the brand, believes that the gap between Chinese clothing brands and foreign brands is not in quality, but in design. Therefore, Golith attaches great importance to the construction of the design team and has been continuously increasing its investment in design.

From April 2004 to now, Golith has hired Mr. Jean Paul Knott, an internationally renowned design master and the 12 year senior ready to wear R&D director of YSL Saint Laurent, France, as the design consultant of Golith brand, to help Golith improve the quality of its design team and enhance its brand image. This is domestic Women's wear For the first time, the brand has joined hands with international first-line design masters.

At present, Golith also plans to invest hundreds of millions of yuan to build a new design planning center, which will include the entire design research and development team in planning, design, plank house and plate making room. The new design planning center will achieve comprehensive upgrading in hardware and software, and strive to build an efficient, creative and dynamic design team.

Xia Guoxin also believes that in addition to buying a product, customers need to buy a symbol that conforms to their identity. Brand satisfaction is the consumer psychology of customers. It is an intangible asset that brings premium and value-added to the owner. The source of value-added comes from the impression of its carrier formed in the minds of consumers. Therefore, the upgrading of brand image is the key to enhance brand added value.

Over the years, Golith has continuously increased its investment in space, window display, plane and advertising to upgrade its image in an all-round way, so as to shape the image of a strong brand in consumers' hearts. For example, the new fourth generation store image and the new platinum store image of Golis are designed by well-known Italian architectural and commercial space design companies; The advertising shooting team of Golith consists of the world's top team: KAIZ FENG, the famous Chinese photographer, Luigi Murenu, the world's top stylist and internationally famous hairdresser. Their works often appear in many international first tier brands.

Jiangsu Sunshine Group is the world's largest wool textile production enterprise and high-end clothing production base, and the only Chinese textile industry that has simultaneously won the "world famous brand" and“ Export clothing Enterprise with the honor of exemption from inspection. From January to June 2012, the sales revenue of Sunshine Group increased by 5.1% compared with the same period last year, and the export of foreign trade increased by 3.3% year on year. The reason is that the implementation of the brand strategy of the Group is indispensable to actively build a high-end Sunshine brand. It is understood that Sunshine Group successfully launched a "colorful woolen fabric" revolution in the fabric market in the 1990s. Sunshine woolen fabric is sold in more than 80% of large and medium-sized cities in China and exported to more than 10 countries and regions.

In order to build its own high-end brand, Sunshine Group has designed a practical brand development strategy: first, it provides supporting services for international first-line brand clothing, determines the brand production, then forms a strategic alliance with international brands, and finally creates its own high-end brand. Sunshine Group has OEM clothing for more than 100 brands in 51 countries, including Armani, BOSS and other luxury brands. At present, Sunshine Fabric has become a well-known brand in the international market. Sunshine Group has established a good and stable supply chain relationship with dozens of international famous brands, such as ARMANI in Italy, HUGO BOSS in Germany, BURBERY in Britain, etc. For Sunshine, earning processing fees is a small gain. The main purpose is to enter the supply chain of international brands, sell Sunshine fabrics, and lay the foundation for Sunshine to create its own high-end brand.

Since the company was listed in 1999, Sunshine Group has begun to extend from worsted woolen fabric to high-end brand clothing, and has successively launched "Veneti" high-end men's clothing, "Pompeii" professional clothing, "Sunshine Fashion" new style business clothing and other clothing brands, forming a complete industrial chain "from sheep to human". Among them, the "Veneti" high-end men's wear, a full set of Italian technologies and processes, all of which use more than 100 pieces of worsted fabrics from Sunshine and the famous Italian brand Clariani, with its shape, process, technology and management, has started its stores in Beijing, Shanghai and other first tier cities.

"Pompeii" professional clothing has been recognized by more than 20 industry organizations, such as civil aviation, postal services, telecommunications, customs, etc. It has customized industrial clothing for more than 6000 well-known enterprises, and customized uniforms for airlines in the United States, Europe, Russia and other countries, creating a precedent for the direct export of domestic professional clothing to Japan and other developed countries. {page_break}

"Sunshine Fashion" was rated as the "Chief Brand of China's Science and Technology" in 2011. From January to June 2012. The retail sales of the brand increased by 36% over the same period last year, and the total dynamic sales rate of inventory reached 66%, 5.5 percentage points higher than that of last year. It is estimated that 200 million yuan will be completed in 2012, an increase of 217% over the previous year.

Support of science and technology

Today's textile and clothing industry is no longer a simple traditional industry. The Outline of Building a Textile Power (2011-2020) pointed out that the textile industry should create new advantages in science and technology. "Science and technology is the first productive force and the cornerstone of building a textile power. It is necessary to put new advantages in science and technology in the strategic position of giving priority to development and improve the contribution rate of science and technology to industrial upgrading." "The industrial factor structure needs to be significantly adjusted. It needs to shift from a large amount of resource input and low wage labor input to a development mode that focuses on expanding the input of knowledge and technology factors, relying on science and technology as the first productive force and talent as the first resource". It can be seen that the industry attaches great importance to promoting scientific and technological progress.

Jiangsu Dongdu Textile Group Co., Ltd. is a large-scale textile and garment enterprise integrating weaving, dyeing and finishing, embroidery, printing, garment making and washing. The group has its own characteristics in terms of improving the scientific and technological contribution rate.

Centering on "specialty, precision, specialty and novelty", Dongdu Group introduces new material technology, new energy technology and intelligent production technology into the whole process of production, research and development, marketing, supply chain and other management. Enhance product development capability and increase product added value through technical transformation; Actively carry out cleaner production, transfer backward production capacity, and reduce resource and energy consumption; Introduce international advanced and domestic leading advanced equipment to realize speed increase and efficiency increase; Energy conservation and emission reduction will be achieved through the implementation of key equipment transformation, boiler flue gas waste heat and steam recovery and reuse, and sludge zero discharge projects.

Dongdu Group gives full play to its equipment supporting advantages and focuses on new product research and development. After five years of tackling key problems, the company has exclusively developed ecological and environmental friendly vegetable dyes. In addition, the company has independently developed functional special fabrics such as nursing fabrics, heating composite fabrics, plant dyed fabrics, aromatic mosquito repellent and environmental friendly fabrics, fluorescent fabrics, UV resistant and anti-static fabrics, which are widely used in domestic and foreign markets.

The Group also uses scientific management to improve efficiency and modern enterprise management methods such as "informatization, refinement and institutionalization" to increase output. Introduce international advanced technology and management software to improve the modernization of management intelligence. Through the introduction and cooperation, DATATEX NOW and DIGITAL ERP application licensing service projects have been implemented to achieve full coverage of information network management and control.

Voday Group Co., Ltd. is a large enterprise group with household textiles as the leading industry. Through information technology, the Group has improved its operational efficiency and improved its ability to respond quickly to the market. On the basis of straightening out the business relationship between the production plant and the trade department and realizing the integration of production and marketing, Vosge Group gives full play to its leading advantages in the home textile equipment industry, speeds up the integration of industrialization and informatization, improves the level of informatization and automation in the production process by building a three-dimensional warehouse in colleges and universities and equipping an intelligent energy sorting center, and realizes the market Close connection between sales and logistics services. At the same time, the information platform is used to share the price of raw materials, order plan, customer demand and other information internally, actively grasp the reasonable demand for raw materials, promote the timely integration of enterprise orders and raw material prices, and effectively curb the impact of cotton price fluctuations on enterprises. Over the years, by constantly improving the integration mechanism of production, marketing and supply, the enterprise has realized the rapid linkage of production, sales, procurement and other links, improved the operational efficiency and rapid response capability, and provided an important guarantee for the smooth and healthy operation of the enterprise in complex situations.

Through the above examples, the importance of science and technology is obvious. The Outline of Building a Textile Power (2011-2020) puts forward the development goals of the industry in science and technology, That is to say, "scientific and technological contributions should become the main driving force for industrial development, and China should become a world textile science and technology power. We should master a number of basic research and development, production and application technologies of high-tech fibers, core technologies of advanced equipment manufacturing, and leading process technologies, expand the proportion of design, research and development of new products in the industrial scale, and achieve informatization and spin Deep integration of industry, mastering information technology in modern R&D, design, production, marketing and supply chain management. In 2020, the R&D investment intensity of enterprises above designated size will reach more than 1.5%. "

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