Jilin Chemical Fiber Tianzhu Products Continue To Innovate, Expand Channels, Establish Brand Names

One is known as

The "Fifth Element" new fiber, a business model that opened the precedent, has created a legend in the vision of China's textile industry.

What made Tianzhu bamboo maintain a 30% annual growth rate in ten years? What made the industrial chain of Tianzhu industry alliance and go together? What kind of future will Tianzhu alliance bring to Tianzhu industry?

Through an interview with Song Dewu, executive deputy general manager of Jilin chemical fiber group and the main sponsor of Tianzhu industrial alliance, the innovation gene of Tian Zhu and its alliance was decoded and firmly believed that the future will also be sustainable in innovation.

Excellence is a habit.

I love thinking, I also love action, I am full of ideals, I am full of reason, I am good at details and I am good at controlling the overall situation.

Aristotle said: excellence is a habit.

Reading Song Dewu's growth, I do not know whether habit is the habit of excellence or excellence, and excellence has become his label.

Integrity, simplicity, perseverance, diligence and justice.

He believes that the quality of genes is shining in every job he has gone through.

Action schools of thought

"I love to think."

In answer to "what merits do you think," Song Dewu said without hesitation.

He believes that thinking is not limited by time and space, and is "lower cost labor".

In fact, as a truly operative school, he has little room for thought in the eyes of others.

But he persisted in thinking because "thinking is often a guide to action".

In the years when he worked, he wrote dozens of work diaries. When he left, he asked, "do you want to take away these broken notebooks?"

He seriously joked, "these books are more important than you. I must bring them around me.

Maybe I will never use them again, but once in my work, they played a role and deserve my treasuring. "

Song Dewu said with emotion that he cherishes every stage of his work, and every moment comes from his devotion to work.

High density work usually ends in the evening. Even so, he insists on taking time to study.

Perhaps, the joy and sense of achievement brought by learning have made him forget his fatigue.

During the interview, he spent a great deal of time sharing the pleasure of reading with reporters, which made the reporter feel what he called "thirst for knowledge" for the first time.

"Reading has become an important part of my life."

Song Dewu said.

The most striking thing in his office is books.

For every move, the most luggage is also a book.

If the reading of literature and history is a kind of regulation, can the study of management and technology be regarded as part of his work? He likes to think, likes to write and write his experience, and writes many thoughts and thoughts in the process of reading.

Open up the books he has read, and will find that many places are recording work or thinking about work.

In Peter Drucker's works, his annotation is everywhere.

For example, Drucker said, "demand is the mother of innovation". He will write "how does the way of Tianzhu go"? Drucker said "the future that has happened". He wrote "what will the future of Tianzhu be like?"

"To see some points, I will combine it with the reality in my work, and seriously ponder that such an important viewpoint can be left behind in my mind; in reality, I will consolidate it, so that people's opinions can be my knowledge and guide their actions and rectify their value after being consolidated many times."

He said.

Song Dewu, who likes football, uses this movement to understand the operation of an enterprise: "the competition of an enterprise is like a football team."

He thinks: procurement and supply is like a guard, must be solid, this link is not done well, will lose at the starting line; production and management departments, like midfielders, is responsible for providing good products to sales; and sales are forwards, and must be enterprising, sales can not be opened up, just like a ball team can not get into the ball, it is difficult to win in the competition; the managers of enterprises are just like the coaches on the sidelines, adjusting the strategy and controlling the situation at any time.

It is in thinking that action, thinking in action, wisdom brought by thinking escalate the effect of action, and the experience of action enhances the space of wisdom.

His thoughts and actions enabled him to perform well in every step of his work.

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Ideal comes true.

"Tianzhu fiber should be made into the brand of China's chemical fiber industry and become the national brand of China's textile industry."

In 2010, China's Textile Industry Innovation Award Forum, Song Dewu said.

Ten years ago, do not say bamboo fiber, bamboo fiber, or a small new thing, bamboo or bamboo dispute for many years.

Now, whether it is products or alliances, as an independent industry category, as a brand, Tianzhu has become a force that can not be underestimated.

From the beginning, he was determined to be strong, to be successful, to make a brand and to be big.

He is such an ideal person.

If the ideal is stopped in imagination, it will become an illusion. Only by acting can we call it ideal.

He is just a doer.

At every stage of his work, Song Dewu feels that the road is long and must take this step at the moment.

This mentality of "always in progress" has made him surprise all the way.

When he was living, he thought, "after a long journey, it is now the best time to get in touch with workers and understand the first line". In 2005, he came to the export production line and lived in the company for three or four months, and soon solved the problem. At that time, he still thought, "the road is still long, and the production line management has made me deeply understand the book of Jilin chemical fiber". In 2005, he came to Jilin, and pulled out the bamboo fiber from Ligusticum jilum. He thought, "the road of Tianzhu fiber is still long, we must try to unite all forces to do it"; for the brand building of Tianzhu, he said, "in spring, seeds sprouting on the road are sprouting." 16 years ago, as a university graduate, he came to the workshop to work as an intern with the workers.

For the status quo of the Tianzhu alliance, he said: "the construction of the alliance is still improving, far from mature, and the road of alliance is far away. We are just beginning".

In November 2005, the Tianzhu fiber industry alliance was formally established in Hangzhou, and 32 enterprises joined the alliance.

At that time, it was only a few months from Song Dewu to Jilin, and he was 34 years old.

No applause, no flowers, and some work.

"At that time, we had about twenty or thirty ginseng meetings. There was no way to discuss the conference.

He said.

Most of the heads of alliance enterprises are older than him, but he has earned respect and trust.

"Song is always the core of the alliance. In recent years, Song Zong has been led by the chairman of the group Wang Jinjun, the relevant leaders and the members of the alliance to lead everyone to fight for a common cause." Tianzhu has the situation today. If there is anything between the alliance or the enterprise, Song Zong will come forward, and everyone will feel relieved.

Ma Haoran, chairman of Shenzhen's Company Limited, said: "song has deep balance."

For an alliance like this alliance, it is important to balance the interests of all parties, but more importantly, the establishment of trust degree.

Being able to balance comes from trust.

He used ideal vision to convene like-minded people and run the alliance business with honesty and truth.

Tianzhu alliance has rapidly expanded its territory under his strategizing. Currently, there are 78 member enterprises covering all links of raw materials, weaving, terminal products and other industrial chains.

"Where there is a will, there is a way." it can bring the ideal into reality. He constantly creates new realities under the guidance of ideals.

The construction of Tianzhu brand is on the road, and Song Dewu has always been on the starting stage.

Innovating DNA and winning the future

Song Dewu said: "there is no alliance, not to say bamboo, bamboo fiber in China, I am afraid it is difficult to survive; as long as the alliance, the Tianzhu cause can grow and strengthen, we must strengthen the alliance."

Based on this understanding, Tian Zhu alliance was implanted with innovative genes on the day of its birth.

For the persistence of innovation, let Tianzhu and alliance continue to open up the situation in the course of wind and rain.

Where is the future of Tianzhu? - in the process of innovation.

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Continuous product innovation

Peter Drucker said in the book "the new field of management - tomorrow's decision depends on today", "when the product comes out, it means that it is out of date. The best way to overcome the obsolescence of products is to innovate continuously.

Jilin chemical fiber research team has sprouted the idea of "making bamboo pulp into viscose fiber" in 1999. The key technology problems of jjzf have overcome the poor reaction performance, filtration performance and poor spinnability, and produced 900 kilograms of fiber in the first trial production.

Such a difficult success did not bring a surprising effect at the beginning. Like other bamboo fibers of other enterprises, it was more controversial in the industry as a concept, but not popular in the market.

In 2005, Song Dewu came to Jilin, and his occupational sensitivity led him to capture the business opportunities and prospects behind the new bamboo fiber. Tianzhu brand came into being, followed by the birth of the Tianzhu alliance.

Tianzhu goes to the market and is known as the "Fifth Element" in the textile industry.

However, if there is no product innovation, no matter how many elements can not be based, especially for a new type of fiber.

The undulating and sinking of new fibers in the textile industry is no longer a novelty. How many new fibers have staged a "coming and rushing" story.

Tianzhu is different, because the products of Tianzhu are constantly upgrading from raw materials.

Moreover, when the alliance is established, this innovation will become the innovation of the whole industry chain.

In the efforts of Tianzhu industry alliance, all kinds of blending technology have been fully blooming, and the application field of Tianzhu fiber has been expanding.

At present, bamboo fiber is widely used in towels, socks, underwear, bedding and other fields, and the market is mature.

Tianzhu fiber has also been successfully applied to suit.

Shirts, jeans, fashion, leisure sports and other products.

Tianzhu industrial alliance has constantly increased the research and development of bamboo fiber mechanism technology, improved the wearability of fibers and the shrinkage properties of Gai Shanzhu fibers. After attempting, we successfully developed a woven fabric made of bamboo fiber and a variety of fibers. These fabrics retain the properties of bamboo fiber, such as light, bacteriostasis, water absorption and so on. At the same time, they also improve their performance such as stiffness and so on, and have more market potential.

In 2010, the Tianzhu industry alliance and the National Textile Development Center collaborate with the leading designers in China to carry out fabric development.

The innovation passion of enterprises in the alliance is constantly bursting, and innovation becomes a collective behavior.

Under the guidance of Wang Jinjun, chairman of Jilin chemical fiber Refco Group Ltd, we have designed and developed a high-strength differential viscose staple fiber production line, which can not only enhance the strength of fibers, but also achieve the tow and scouring and dry cutting, making the production of one bath multicolored and wool and bamboo fiber fiber become reality; Hebei Tianlun successfully introduced bamboo / polyester blended yarn into the woven fabric, which has the same style and texture as LOYCELL fiber fabric, and rapidly spread in the market. The Baoding textile product structure of Lingxian County has successfully developed TB fiber yarn, making quilt and quilt products more competitive. For example, Sichuan Tianzhu company has refined bamboo processing technology to improve the quality of bamboo pulp. Now, 800 tons of bamboo filament pulp can be produced every month, and the filament can be spun.

Song Dewu said that in 2011, the development of high strength bamboo fiber will continue to be accelerated. The colored bamboo fiber and flame retardant bamboo fiber will be marketed as soon as possible, and more energy will be invested in the development of fine denier and super fine bamboo fiber.

In early February, 50 tons of high-strength fiber were produced.

In addition to the existing black bamboo, 3 Chinese red, blue and yellow products were produced at the end of March.

After the mass production of Tianzhu filament Series in 2010, the product development in 2011 was fruitful. At the beginning of the year, the joint venture with the TAM cotton joint stock company launched a wide range of bedding fabric applications.

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Brand strengthening practice

"At that time, although it is not so clear now, it is necessary to make the Tianzhu brand into an independent industry. This is the original intention of the registration of Tianzhu fiber brand and the establishment of the alliance," he said.

Since jji has named his bamboo fiber "Tianzhu", he has been practicing Kungfu on the road of brand.

With the deepening of practice, the power of the brand is also increasing.

Song Dewu said: "consumers consume products and choose brands."

He believes that the brand originates from the decentralization and is remitted to the focus, which is the test standard for the innovation results.

Under the influence of the brand awareness, the Tianzhu alliance has spared no effort in the brand building.

Promoting the quality of "Tianzhu" hanging brand, participating in the expansion of the exhibition at home and abroad, entering the cluster to excavate brand power, and promoting the development of "Tianzhu" with brand cooperation.

It is Tianzhu indefatigable on the brand road, the Tianzhu brand is rapidly growing, now in the industry, Tianzhu is not only the brand of fiber, but also the brand label of the alliance.

Yang Shibin, President of the China knitwear industry association, once attended the Tianzhu conference, and put forward that the basic motivation for any new fiber product and a new fiber brand to be promoted is its high quality, not low price.

Tianzhu knows this idea when promoting brand.

In the process of marketization of bamboo fiber, there is no lack of shoddy and chaotic situations. This situation will not be eliminated, and the industry will not escape the fate of losing its future.

In order to prevent counterfeit and inferior products from disrupting the market, jijo launched the "Tianzhu" tag.

Only the finished products made up of 50% or more fibrous components of "Tian Zhu" can apply for "Tianzhu" tag.

All the "Tianzhu" hanging cards are issued by the Hebei Jishao chemical fiber limited liability company directly to the "Tianzhu" fiber clothing manufacturers, traders, Brand Company and so on, rather than the cotton mill, cloth factory, cloth dealer.

Tianzhu alliance also regularly checks the products of the companies using the tag to ensure the quality.

In 2008, Jilin and Tianzhu fiber products entered the world's top fabric exhibition, the French PV exhibition, and became the first enterprise to get the PV exhibition booth in China.

In the 2012 spring and summer trend of French PV exhibition, bamboo fiber was specifically mentioned as bamboo fiber as the preferred material for SS trend.

At present, all kinds of professional exhibitions at home and abroad can always see the figure of Tianzhu. This continuous "appearance" not only effectively connects enterprises with the market, but also quickly sets up the brand image of Tianzhu.

Beijing, Shanghai international yarn fabrics exhibition, Shenzhen international underwear exhibition, Shanghai full needle exhibition, Haibo conference, China International Import and export commodities fair and other exhibitions, Tianzhu group exhibition is always a highlight.

At the PV exhibition in France, the MAGIC international costumes and fabrics exhibition in Las Vegas, the Pakistan exhibition, the India textile fabric exhibition, and the 2009 Spring / summer Daegu international fiber exhibition in Korea, the appearance of Tianzhu shows the demeanor of Chinese national brand and industry.

Tianzhu's footprint also spread across several industrial clusters.

Alliance has entered into Shandong towel blanket, Gaoyang towel, Guangdong knitting, Shaoxing woven, Nantong bedding, Zhuji socks, Shishi fabric, Xiamen shirt and other industrial clusters, consolidating the Tianzhu brand.

In addition to building its own brand, Tianzhu promotes and deepens its brand by strengthening cooperation with well-known brands.

According to introduction, Tianzhu has already realized the marriage with famous brands such as bronze cattle, YOUNGOR, Dream Fox, Ruyi, Jiangsu AB, Adidas, Nike, three guns, Die Anfen, Lining, Bellison, seven wolves, Heng Mei, Li Lang, Jie Li Ya, mercury home textiles, Hai Lan home textiles, Meng Jie, Jomoo king and other famous brands.

Consumers will be exposed to Tianzhu when they consume these brand products.

Tianzhu also set up the "Tianzhu experience Museum" in Shanghai and Shaoxing to display Tianzhu culture and promote Tianzhu products and lifestyle.

China's textile industry has been in the "big power" position for a long time.

In the field of fiber, China urgently needs to own its world-class fiber brand, such as Lan Jing, DuPont and Dow.

"To make Tianzhu industry the largest and the strongest bamboo fiber production cluster in the world" is in China's "12th Five-Year plan".

As a national characteristic fiber with independent intellectual property rights, Tianzhu has made solid progress in brand building over the years, and we are looking forward to making Tianzhu a world-class brand of Chinese fiber.

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Intensive cultivation of channels

"Innovation can be developed only by marketization, and whether innovation can embody value is closely related to market integration."

Song Dewu said.

Those who get the channel get the world.

Peter Drucker believes that the responsibility of an enterprise is to create customers, and channels are the way of products to customers.

For Tianzhu alliance, the importance of channels is also self-evident. Under the background of brand building, Tianzhu is developing the channel of joint development of industry chain, so that the market efficiency of Tianzhu products is greatly improved.

Brand and channel complement each other.

In just a few years, Tianzhu alliance has more than 8000 terminal brand chain stores.

These chains are all over the country, allowing more types of consumers to contact and enjoy the products of Tianzhu.

The quality of franchised stores is improving. Besides the three small socks, towels and underwear, household clothes, T-Shirts, thermal underwear and gift bags are gradually increasing.

Supermarkets, shopping malls and other channels will become the key areas of alliance channel development.

At present, in the supermarkets and shopping malls, bamboo fiber products can be seen everywhere, but the strength of Tianzhu brand has yet to be improved.

In this regard, the alliance will integrate product positioning, unified image and so on.

"Tianzhu products are not necessarily located at the top end, but should also work hard in mass consumption, so that more people can also enjoy the benefits of bamboo fiber."

Huangfu, deputy general manager of Hebei Tianlun Textile Co., Ltd.

In his view, Tianzhu products should form a series of high and low grade products. They should enter the supermarket to develop ordinary consumption into the supermarket and develop high-end consumption.

At the four meeting of the six Executive Committee held recently, the members of the Council put forward some suggestions on the overall image design of the alliance.

"In the sales mode, we choose to" concentrate on, concentrate on the emergence of such a way. "

Song Dewu revealed.

At the four meeting of the six Executive Committee held recently, members of the board of directors also made suggestions on the overall image design of the alliance to prepare for the collective entry into the Super League.

It is understood that the alliance has now agreed with several major shopping malls, such as Bailian and Shanghai's Ginza, that enterprises in the consortium are concentrated in stores, forming the Tianzhu monopoly area.

Online shopping is also gradually developing.

Some enterprises in the alliance have already tasted a lot of sweetness in net sales.

In order to promote the development of e-commerce, the alliance will attract the participation of university students through the activities of "Tianzhu University and university". It will not only foster the power of network promotion, but also cultivate the new generation of consumption.

It is noteworthy that the alliance actively promoted centralized procurement in September 2010.

Today, bamboo flower, bamboo and bamboo living hall often talk about orders together, purchasing together, greatly reducing the cost.

Centralized procurement not only controls the cost of production and non production factors in the whole industry chain, reduces the purchasing cost of terminal consumers, but also enriches the product categories of interlocking franchisees, and also meets the needs of consumers, laying a solid foundation for further development of channels.

Leading consumer mental models

"Through the Tianzhu fiber alliance, we have to lead the original technology, lead the market and lead the resources to become a real consumer mental model leading. I think this is a key for the brand to take root in the terminal consumption and be able to remember."

Song Dewu said.

To form a leading consumer mental model, we should not only grasp the consumption psychology, but also guide the direction of consumption, so that the consumption of bamboo fiber will become a life style and guidance.

In the face of increasingly severe living environment, green becomes the main color of all popular colors, and how to become more green.

Tianzhu fiber has taken the initiative in "natural, green and environmental protection".

In addition, for thousands of years, the close relationship between the Chinese and bamboo has grown on the stage of low-carbon economy.

With industrial marketing, social responsibility can be highlighted.

In the current shortage of resources, how to improve the efficiency of resource utilization, increase the development of textile fiber and expand renewable fiber resources has become the top priority in the development of textile industry.

Tianzhu fiber raw material resources come from natural bamboo, China is rich in bamboo resources.

Bamboo has a short growing period and can be grown in 2~3, and once planted for a long term, it has the universality and availability of raw material resources.

Products made from bamboo fiber can be degraded naturally in the soil.

Bamboo does not need pesticide and fertilizer during its growth.

Song Dewu told reporters that Jiji achieved zero emissions of black liquor.

It can be said that the characteristics of Tianzhu fiber not only fit the trend of consumer psychology, but also represent the direction of the development of textile materials in the future.

"Consumers can see that products with" Tianzhu tag "can be assured of consumption, which will be a way to buy bamboo products as a low-carbon and environmentally friendly way of life. This is what we are looking for, and members of the alliance should pay more attention to it.

Song Dewu said.

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Sustainability alliance dynamics

"The perfection of the alliance mechanism is the focus of the next step.

It would be my failure if the operation of the alliance was affected by my personal changes.

The real alliance should leave everyone running properly, which is the endogenous force of the alliance.

Song Dewu said.

It is not that he is playing down his role and feelings towards the alliance. On the contrary, he has too much affection for the alliance and hopes too much.

From 24 enterprises to 32 enterprises and 78 alliance enterprises, 100 will be developed in 12th Five-Year. The rapid growth of Tianzhu alliance does not mean smooth and smooth.

Alliance has been established for 6 years.

Establish brand and expand channels.

Through the financial crisis and market changes, the advantages of the alliance have been prominently reflected and the members are more united.

But these are just the beginning.

"The alliance has been in force for 5 years from establishment to strength. I think the road of alliance is just beginning. How to maintain the vitality of the alliance is our priority."

Song Dewu said.

Tacit understanding has been gradually established in the running in, and how to maintain and enhance it will be the normal task and long-term solution for the alliance.

On the surface, the Tianzhu alliance has four major centers from the chairman unit to the Secretariat, with research and development centers.

But the reality that we have to face is that the alliance is still far away from the social public welfare organizations, and the operation mechanism of the alliance needs to be strengthened.

The perfection of mechanism, function refinement and cultural construction of alliance organization.

This is a big project that requires deep ploughing.

"Tian Zhu alliance has its own problems of pformation and survival and development.

We are also thinking that we haven't thought about it yet.

But I firmly believe that the alliance will develop and develop well.

The alliance should make the national brand of Tianzhu do well and firmly believe that it can do well, "Song Dewu said firmly and firmly.

I think this kind of truth is a kind of strength. The innovation gene brought by the alliance also gives him the same confidence as those who are concerned about the alliance.