Textile And Garment Industry Needs To Improve "Soft Power"

On the whole, the textile industry has been slowing down since last year due to the weak demand in the international market, slowing domestic market demand, increasing domestic and foreign cotton prices and rising domestic factor cost pressures.

Although the overall situation faced by the whole industry is more severe, there are still some textile products.

Enterprises in the complex market environment, to make outstanding achievements, become a bright color in the industry.

In the context of the pformation and upgrading of industries, these enterprises will be able to provide some useful ideas for enterprises to survive in the struggle.

Innovation is the kingly way.

As a traditional industry, textile and garment industry has developed rapidly in the past with the help of cost advantages and created brilliant achievements.

However, with the development of society and technological progress, this traditional industry needs to keep pace with the times, and innovation can continue to write a new chapter in the development of industry.

The first cotton textile mill in Wuxi was built in 1919. This proud example of the Chinese national industry has stood firm for nearly 100 years, and is still the vanguard of China's cotton spinning industry.

At present, the factory has 500 thousand tons of spindles and 700 tablecloths, with an annual output of 26000 tons of high-grade yarn, 3000 of fabrics and about 2000000000 yuan of annual sales.

Over the years, Wuxi cotton has pformed from traditional textile old enterprises to modern new textile enterprises. The idea is to become a sustainable development textile enterprise through technological innovation, management innovation, marketing innovation and information technology integration.

Specifically, the practice of Wuxi cotton in the development process can be summarized as "five creation":

First, create a high efficient textile.

The factory has broken the model of periodic flat and wiping vehicle that has been used for decades, innovating the maintenance mode of equipment, implementing the maintenance mode of the small package machine characterized by "charter flights to people, dynamic maintenance", breaking the traditional operation management and operation mode, innovating operation and implementing the faultless operation method and so on.

The two is to create product brand textile.

In this regard, Wuxi one cotton from the brand value-added, product upgrading, market upgrading in three areas to promote the work.

For example, in the aspect of brand building, the factory innovating and implementing the strategy of brand standardization, forming the specialized production pattern of standard products and customized products, making the "TALAK" yarn brand become the industry benchmark of compact spinning line. In terms of product upgrading, the 300S cotton yarn was first developed and produced in China, and mass production was realized, and the raw material of mass textile was pformed into luxury textile raw material. In terms of market upgrading, the factory aimed at the international high-end market, striving to develop, and successfully matched the top grade fabrics and home textile products of the gauze products with the famous brands and first-class enterprises at home and abroad.

The three is to create modern informationized textiles.

Wuxi one cotton innovation explores the construction of three-dimensional information system of "perception production", "perception management" and "perception of customers". The whole plant uses more than 90 thousand sensors to connect the finished products, production, environment, safety and power supply to thousands of sets of equipment in 5 aspects to form a sensor network to monitor the production status in real time.

Using ERP to innovate management and control mode, we can efficiently integrate logistics, capital flow, information flow and human resources in an efficient and real-time way.

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The four is to create economical textiles.

First of all, the use of information technology to create energy-saving management, the establishment of "enterprise power information management center system" and the workshop air-conditioning online monitoring system, to the electrical energy, air conditioning information collection, power control and management, the establishment of an objective small Hao evaluation system, reduce the cost of energy operation, tracking energy saving measures play a great role.

Secondly, we should carry out energy conservation tackling with technical measures.

For example, the production process optimization and pformation of electricity saving; multi machine mainframe equipment to focus on reducing energy consumption.

Over the past few years, after the implementation of the technical measures, the annual electricity saving has reached over 12 million km.h, and the annual electricity saving is about 8000000 yuan.

Once again, strict management and organizational competition are used to encourage energy conservation. Enterprises are encouraged to carry out various forms of competition to encourage innovative management of employees and teams. Good results have been achieved. At the same time, by improving product grades, increasing product added value and reducing consumption of cotton resources, the total cotton consumption of the factory is only 1/2 of that of the same scale.

The five is to create advanced textile technology.

For decades, Wuxi cotton has been making continuous progress and pformation, absorbing advanced textile technology and equipment, such as the introduction of compact spinning technology in the whole industry, and now it has become the largest compact spinning production base in the world.

As long as it is conducive to improving quality, reducing costs and improving efficiency, the plant is actively adopting, laying a solid foundation for enhancing the competitiveness of enterprises.

Brand cohesion

Many years ago, the textile and garment industry put forward the concept of "brand contribution rate". We can see that the importance of promoting the development of independent brands for the development of the industry.

With the intensification of market competition and the increasing importance of consumers to brands, the development of independent brands has become the conscious behavior of industry enterprises.

Song is famous in China.

The brand has a distinctive feature in brand shaping.

Xia Guoxin, the chairman of the brand, believes that the gap between Chinese clothing brands and foreign brands is not in quality, but in the design.

Therefore, he has attached great importance to the construction of the design team, and has continued to increase investment in design.

Since April 2004, she has hired internationally renowned design master, Jean Paul Knott, director of research and development of 12 years senior clothing of YSL Saint Laurent, France, as the design consultant of the song's brand, helping the company to improve the quality of the design team and enhance the brand image.

This is the first time that domestic women's wear brands have joined hands with the international designers.

It also plans to invest hundreds of millions of yuan to build a brand new design center, which will include the whole design and research team of planning, design, board room and plate making. The brand new design and planning center will achieve a comprehensive upgrade in hardware and software, and strive to create an efficient and creative design team.

Xia Guoxin also believes that in addition to buying a product, customers need to buy a symbol that matches their identity. Brand satisfaction is the consumer psychology of customers.

It brings premium assets to the owner and creates an intangible asset. The source of appreciation comes from the impression of the carrier in the minds of consumers.

Therefore, the upgrading of brand image is the key to enhance the added value of brand.

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Over the years, in the space, windows, flat and advertising, he has been investing more and upgrading all aspects of the image to create a strong brand image in the consumer's mind.

For example, the new fourth generation store image and the new platinum shop image are designed by Italy famous architectural and commercial space design company. The advertising and shooting team of gleth is composed of the world's top line-up: the famous Chinese photographer KAIZ FENG, the world's top stylist and the internationally renowned hairstylist Luigi Murenu, whose works often appear in many international top brands.

Jiangsu Sunshine Group is the world's largest wool production enterprise and high-end garment production base. It is the only enterprise in China's textile industry that has gained the honor of "world famous brand" and "export garment exemption" at the same time.

In the 1-6 month of 2012, the sales revenue of sun group increased by 5.1% compared with the same period last year, and exports increased by 3.3% over the same period last year. The reasons for this are the implementation of the group's brand strategy and the creation of high-end sunshine brands.

It is understood that the sunshine group successfully launched a "color woolen" revolution in the fabric market in the 90s of last century. The domestic sales of sunshine woolen cloth covered more than 80% large and medium-sized cities in China, and exported to more than 10 countries and regions.

To create an independent high-end brand, Sun Group has designed a feasible brand development strategy: first, provide supporting services for international first-line brand clothing, set up brand production, then form a strategic alliance with international brands, and finally create their own high-end brands.

Sun Group has made OEM garments for more than 100 brands in 51 countries, including Armani, BOSS and other luxury brands.

At present, the sunshine fabric has become a well-known brand in the international market. The sunshine group has established a good supply chain relationship with dozens of famous international brands, such as ARMANI in Italy, HUGO BOSS in Germany and BURBERY in Britain.

For the sunshine, the processing fee is a small gain. The main purpose is to enter the international famous brand supply chain, sell the sunshine fabrics, and lay the foundation for the sunshine to create high-end brand.

Since the launch of the company in 1999, the sunshine group has begun to extend its worsted fabrics to high-end brand clothing, and has launched the "Venetian" high-end men's clothing, "Pompeii" professional clothes, "Sunshine Fashion" new style business costumes and other clothing brands, forming a complete industrial chain from "sheep to people".

Among them, "Venetian" high-end men's clothing, a full set of Italy technology and technology, all use 100 or more worsted fabrics of sunshine and Italy famous brand, the brand technology, technology and management, and start stores in Beijing, Shanghai and other cities.

The "Pompeii" business dress has been recognized by more than 20 industry organizations such as civil aviation, postal service, telecommunications, customs and so on. It has custom-made industry suits for more than 6000 famous enterprises, and has made uniform for the airlines of the United States, Europe and Russia.

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"In 2011, he was named" chief brand of China Science and technology ".

2012 1-6.

The retail sales of the brand increased by 36% over the same period last year, and the total inventory sales rate reached 66%, up 5.5 percentage points from last year.

It is expected to achieve 200 million yuan in 2012, an increase of 217% over the previous year.

Technological support

Today's textile and garment industry is no longer a simple traditional industry.

The outline of building a textile power (2011-2020 years) pointed out that the textile industry must create new advantages in science and technology, "science and technology is the primary productive force and the cornerstone of the building of a textile power".

We should put the new advantages of science and technology in a strategic position of priority development, enhance the contribution rate of science and technology to industrial upgrading, and adjust the structure of industrial elements. We should focus on the input of large quantities of resources and the low wage labor force, and turn to the way of expanding the input of knowledge and technology elements, relying on the first productive force of science and technology and the first resource of talents ".

Visible, the industry to promote scientific and technological progress of the degree of attention.

Jiangsu Dong Du Textile Group Co., Ltd. is a large textile and garment enterprise integrating weaving, dyeing, finishing, embroidery, printing, garment making and water washing.

The group has its own characteristics in improving the contribution rate of science and technology.

Dong Du group has introduced the new material technology, new energy technology and intelligent production technology to the whole process of production, R & D, marketing and supply chain management.

Through technological pformation, we should enhance product development capability, increase product added value, actively carry out cleaner production, shift backward production capacity, reduce resources and energy consumption, introduce advanced international and advanced domestic equipment, and speed up and increase efficiency; and achieve energy saving and emission reduction through key equipment pformation, boiler flue gas waste heat and steam recycling and sludge zero emission project implementation.

Dong Du group takes full advantage of the company's equipment matching and focuses on new product research and development.

After 5 years of research, the company has exclusively developed eco friendly plant dyes.

In addition, the company also develops self-care fabrics, composite fabrics, dyed fabrics, aromatic mosquito repellent, environmental protection fabrics, fluorescent fabrics, anti ultraviolet and Antistatic Fabrics and other special functional fabrics. It is widely used in domestic and foreign markets.

The group also uses scientific management to improve efficiency and increase output by modern management methods such as "informationization, refinement and institutionalization".

The introduction of international advanced technology and management software to improve the modernization of management intelligence has successively implemented the DATATEX NOW and digital Fang ERP application licensing services through the introduction and cooperation to achieve the full coverage of information network management and control.

The Limited by Share Ltd is a large enterprise group that is dominated by home textiles.

The group has improved operational efficiency through information technology and improved market responsiveness.

On the basis of rationalizing the business relationship between production plants and trade departments and realizing the integration of production and marketing, Fu Shi Group fully exerts the leading edge of the home textile equipment industry, speeds up the integration of industrialization and information technology, and sets up intelligent warehouse, equipped with intelligent sorting center, to improve the level of information and automation in the production process, and realizes the close connection of various links such as market, sales and logistics services.

At the same time, we use information platform to share raw material prices, order plans, customer needs and other information, actively grasp the reasonable demand of raw materials, promote the timely integration of enterprise orders and raw material prices, effectively suppress the impact of cotton price fluctuations on enterprises.

Over the years, through continuous improvement of production, marketing and supply integration mechanism, enterprises have achieved rapid linkage in production, sales, procurement and other aspects, improved operational efficiency and quick response capability, and provided important guarantee for enterprises to run smoothly and healthfully under complex situations.

Through these examples, the importance of technology is obvious.

The outline of building a textile power (2011-2020 years) has put forward the development goal of science and technology in this industry, that is to say, "science and technology contribution is the main driving force for the development of the industry, and China has become a strong power in the world textile science and technology".

Mastering a number of advanced technology fiber basic research and development, production and application technology, advanced equipment manufacturing core technology and leading technology, expand the proportion of new product design and R & D production in the industrial scale, realize the deep integration of informatization and textile industry, and grasp the information technology of modern R & D, design, production, marketing and supply chain management.

In 2020, the R & D intensity of Enterprises above Designated Size reached over 1.5%.