Soaring Development Of Shaoxing China Textile City

Old Shaoxing is the most southern part of the Yangtze River. Shaoxing used to be famous for its rice wine, and now it is more Chinese. Textile City World renowned.

Shaoxing county is the whole country. Spin There are nearly 10000 kinds of textile enterprises with the largest production capacity, with an annual output of more than 300 tons of chemical fiber and 19 billion meters of printing and dyeing cloth. clothing Nearly 300 million pieces (sets), the annual export of textile fabrics nearly US $9 billion. Shaoxing's textile industry accounts for 10% of the country's total economic output, basically forming a complete textile industry chain from PTA and other chemical fiber raw materials to chemical fiber fabrics, printing and dyeing, clothing, home textiles and so on. The strong textile production capacity has a huge impact on the national textile industry.

Shaoxing county has the largest in the world. textile Professional market -- China Textile City. China Light Textile City was founded in 1988. It is the first professional textile market in China. From the past "shed cloth Street" to today's "world cloth market", after more than 20 years of development, the existing market building area of China Light Textile City is 3 million 650 thousand square meters, the traditional district has more than 26000 business rooms, 22000 registered business households (companies), nearly 6000 people living outside the country (territory), and more than 1000 representative offices outside the country (territory), and 1261 enterprises with self export business.

Start a business without a stop. In the sea of market economy, it is important to maintain lasting competitiveness. Facing the changing market trend, China Textile City has found the way of evergreen industry -- the two venture.

In recent years, the Shaoxing county Party committee and the county government have attached great importance to the development of China's Textile City, and promoted the development of China's Textile City as the foundation of Keqiao's County town, the establishment of the textile industry and the county's economic development, and actively implemented the market "12345" development strategy, and vigorously promoted the "two pioneering" of the textile market. The two venture of the textile city is mainly to increase investment in science and technology, increase the added value of products, and highlight the core competitiveness. China's light textile city has quickened its pace of clustering, modernization and internationalization, and its industrial cohesion, market competitiveness and international influence have improved significantly. At present, Shaoxing County textile industry It is moving forward to the modern industrial cluster with "relying on scientific and technological innovation, sustainable development capability and clear and reasonable industrial support".

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Case interpretation

Reasonable planning and construction to enhance market scale and scale

In order to speed up the development of China's Textile City and enhance the core competitiveness of the Textile City, since 2006, the Shaoxing county Party committee and the county government have started the planning and construction of China's textile city. In early 2006, the development strategy and spatial layout plan of China Light Textile City were jointly prepared by Zhejiang Gongshang University and Zhejiang urban and Rural Planning Research Institute. The status and existing problems of China Light Textile City were deeply analyzed and studied. Combined with the domestic and international development situation, the new development strategy of China Textile city was put forward and implemented in space. Through a series of measures, China's textile city has achieved a qualitative leap. First, we should transform traditional market trading areas and enhance development. Since 2006, the Dongsheng Road market has been transformed into one phase, two phases, three phases, seven districts of the north market, the old market and the North Alliance market. The project has been put into operation and has greatly improved the image of the traditional trading area. The two is to set up a new innovation zone in the north of kbei and implement the strategy of dislocation development. According to the development idea of "steadily developing the old market, innovating and developing new markets", we set up new costumes in North China. Clothes & Accessories The excipient market and the North Ke gray cloth market extend the industrial chain of upstream and downstream on the basis of the original market, further expanding the market scale. The three is to build an international trade area and promote the upgrading of transaction modes. With the rise of e-commerce, on the basis of traditional trading methods, we vigorously promote the corporatization of transactions. Through the Internet information technology, the radiation range of China Textile City has been greatly improved, and the global influence of China Textile City has been further enhanced. The four is to attach importance to the planning and construction of supporting facilities. While promoting the construction of the main market, China Light Textile City has carried out a systematic transformation and upgrading of the original infrastructure. First of all, we have improved the parking facilities in the market area. A prosperous market needs sufficient supporting space to accommodate the operation of vehicles. Through the transformation of the original road system, we ensure the efficient operation of the market. The second is to improve the construction of warehousing and logistics system. The annual freight volume of China's textile city is increasing, and by the end of 2012, it has exceeded 3 million 500 thousand tons. Only when goods flow smoothly can the market achieve maximum benefits.

　　 Innovating management services to create a good market atmosphere

While focusing on hardware construction, China Textile City also attaches importance to market software management services, and innovating market social management in light of the actual situation of China Textile City. The "grid management and group service" mode of market social management has been launched. 21 big grids and 164 small grids have been set up in the market, and 27 grid service teams have been set up to improve the level of social management in the market. First, we should strengthen the protection of intellectual property rights in the market. The first to introduce China in the whole country Textile City Opinions on market intellectual property protection "and" opinions on textile quality management in China Textile City ", establish and improve the linkage mechanism of" government led, department responsible, association supervision, enterprise self-discipline ", accelerate the intellectual property protection and textile production, monitoring and protection of China Textile City, and effectively protect the original initiative of the market. Textile production Enterprises and market operators do pioneering work and innovation to enhance the brand image of China Textile City. Two is to strengthen the management of market services. The establishment of China Light Textile City examination and approval service center provides a one-stop, one-stop convenient service for the operators, and sets up the market management and safety supervision team, and puts forward the market management measures and the management of the operating room circulation, standardizing the market operation behavior according to law, reducing the market business cost according to law, effectively implementing the quality supervision, actively implementing the classified supervision of the credit rating of the market, strivating to create an honest and civilized market, organizing the selection of the most valuable brand of China Light Textile City, encouraging the market operators to create brand innovation, setting up the Guarantee Corporation of China Light Textile City, and actively developing the market operation room mortgage loan business, so as to effectively solve the financing problems of small and medium-sized operators. Three is to strengthen market technology intermediary services. The Zhejiang Modern Textile Research Institute is set up to start the construction of the science and technology building of China Textile City, and strive to provide product development, technological innovation and other services for the market operators, speed up the construction of the "light textile city", and actively guide the market operators to develop e-commerce, online transactions and other businesses; vigorously develop the market "Shang Tong Tong" business, develop more than 5000 market subscribers, and China Light Textile City won the China UnionPay credit card transaction barrier free award. Four is to strengthen the market supporting services. We should establish a digital market management platform, push forward the construction of "digital city management", effectively carry out market order renovation, pay attention to market fire safety work, strengthen the investigation and resolution of market instability factors, and strive to maintain market stability. Five is to strengthen market business training. China has set up 25 local chamber of Commerce in light textile city, organized many activities such as "quality improvement project for market operators", "China Light Textile City Forum" and "household Sports Festival", and organized training courses such as finance, foreign trade, finance and taxation, export credit insurance and so on, so as to enhance the quality of operators.

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In 2009, the Dongsheng Road market of China Textile City was awarded the title of "five star civilized standard market", which is also the first five star civilized market in Shaoxing. After that, with the success of the "five star market" as the starting point, Shaoxing County launched a series of effective promotional activities combined with the "two pioneering work" of the textile city. The market layout is more reasonable, the format is more perfect, the influence continues to expand, and the turnover continues to rise. The market environment improved significantly after deepening the "two undertaking" in China Textile City. First, the degree of attention is constantly improving. The leading group of environmental order, including public security, transportation management, urban management and other functional departments, was set up, and the implementation opinions on the environmental order improvement of light textile city were promulgated. According to the work principle of "unified leadership, joint action, coordinated cooperation and positive response", the centralized and renovating activities of the market were carried out quickly and efficiently. Two, the intensity of regulation is increasing. The market area will be divided into divisions, and all 6 days to 8 pm will be implemented throughout the day. The environmental hygiene situation inside and outside the market has been greatly improved, and the goods and packing phenomenon of the road group has basically been eliminated, and the efficiency of vehicle traffic has increased by more than 30% over the sections of Wan Shang road and yun ji road. Three is the continuous improvement of supporting management. We will further improve the environmental control facilities in the market area and invest more than 1000 yuan to upgrade and upgrade the northern Henan road and the north side of the Binhai Road. We will implement the lighting projects in the traditional market areas, improve the environmental standards of the market areas, improve the logistics and transportation services, increase the garbage cleaning, storage and transportation equipment, improve the frequency of sanitation cleaning, expand the parking area and standardize the parking management, strengthen the assessment of environmental improvement, set up a full-time remediation team, clarify the responsible persons of environmental remediation work, and effectively implement the "five package" responsibility system, and carry out environmental improvement evaluation.

　 Optimize China Merchants and promote market prosperity and development

Since 2008, market transformation and new projects have been completed and put into operation. Market group operators are growing at a rate of about 3000 per year. Foreign representative offices grow at a rate of 150 per year. Dongsheng Road market, Ke Dong warehousing center and international trade area all rapidly increase. First, adhere to the principle of investment promotion. We always adhere to the principle of laying equal stress on both business and purchasers, paying equal attention to investment and business, and laying equal stress on domestic investment and foreign investment. The two is to innovate the concept of investment. Adhere to the concept of "going out and coming in", changing "traders" as "traders", and going to Beijing, Jiangsu, Guangdong, Hunan, Sichuan, Henan, Liaoning and other textile market and industrial cluster to conduct targeted investment. The three is to enrich investment promotion methods. While adhering to the traditional advertising investment, family investment and door-to-door investment methods, it also created new initiatives such as exhibition investment, docking investment and Tuen Tuan merchants, so as to maintain the prosperity of the Textile City yard, and control the vacancy rate of the empty room within 8%. The four is to enrich the content of investment. We should focus on working with industry associations and market chambers of Commerce. With the help of authoritative information and resources, we will change the mode of single investment promotion into self investment promotion, Association Chamber of Commerce and organization investment, and introduce more textile professional institutions at the same time when importing textile dealers.

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Investment docking continues to deepen. First, the effective deployment of the "global footprint". In the year of Shenzhen, Dalian and other places, various types of investment docking activities have been launched throughout the year, and market promotion activities have been launched in Beijing and Shanghai. The "global" member units have continuously increased, and have established stable cooperative relations with domestic apparel clusters, bringing direct trade orders to market operators. Two is the continuous expansion of the international market. We successfully set up overseas offices of China Textile City in London, Paris and Seoul, and introduced overseas design organizations such as Korea to expand the international marketing channels for the textile city.

　 Insist on brand marketing to enhance the influence of Textile City

China Light Textile City focuses on enhancing its development strategy and pays more attention to its own image and external publicity. It adopts the mode of "news reporting + activity + advertising", which can be called the propaganda mode of "news opening, coordination of activities, post advertising". With the media such as radio and television, newspapers and periodicals, professional network as the medium, the brand marketing of China Textile City is fully carried out with the help of professional market and professional exhibition platform. First, improve the content of brand building. The implementation of the "China Light Textile City" brand strategy, with the success of light textile city to create a "national integrity market" and "national copyright demonstration base" as an opportunity to enhance the brand promotion of Textile City, put publicity advertisements on CCTV, and enhance the brand strength of textile city. The two is innovative brand publicity channels. Doing well in China Daily and China Textile newspaper On the basis of media cooperation, such as "textile and clothing weekly", "Hongkong Wen Wei Po" and "Japan's Research Institute of journalism", strengthen cooperation with the Internet media, carry out market promotion in nearly 100 professional websites and rely on overseas websites such as European yellow pages, Google and Yahoo to promote the global textile city. Three, we have held professional competitions for many years. After the China Textile Industry Federation, China apparel Designer Many professional associations such as the association, China textile daily and so on, and two professional competitions, the China International fabric creation competition and the China international fashion creative design competition, have been settled in Keqiao for many years. In 2013, the two competitions were successfully named "China Textile City Cup".

　 Exhibition industry flourish and improve the reputation of Textile City

In recent years, we have seen the great potential of the development of the exhibition industry. Taking advantage of the unique advantages of the textile industry and China's Textile City market, the Shaoxing county Party committee and the county government have made a long-term plan to strengthen the internationalization, specialization and marketization of the exhibition, so as to enhance the visibility, influence and brand effect of the Expo. At present, the Textile Fair has grown into a brand exhibition of the domestic textile industry. Its growth is obvious to all. In 1999, Shaoxing county held the first Textile Expo of China Textile City for the first time. In 2004, the Textile Expo was named "international". In 2006, the fair was listed as the key support trade exhibition of the Ministry of Commerce in the field of domestic trade. In 2008, the spring fair was launched for the first time on the basis of the successful operation of the previous several textile fairs. In October, with the approval of the State Council, the Ministry of Commerce issued a reply to the Zhejiang provincial government that it agreed to host the China Keqiao International Textile Fair. The National Fair is promoted by the Shaoxing fair. It is a brand of the highest level in the new County town of the county. It has a milestone in the development history of the Expo. Keqiao is becoming a famous new exhibition city in the Yangtze River Delta economic circle. Promotion to national exhibition is good for China Keqiao international. Textile Expo With the further development of Shaoxing, the exhibition industry belt in the Yangtze River Delta will be further improved due to the rise of the Yangtze River Delta.

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utilize Textile Expo As an opportunity for the National Exhibition and new exhibition hall to be put into operation, Shaoxing county actively develops the new economic form of MICE industry to achieve the goal of boosting the city's commerce and trade and promoting the city's brand by convention and exhibition. One is to introduce the Interim Measures for the management of MICE industry in Shaoxing County, set up a liaison group for exhibition services, and carry out a series of activities of "exhibition Keqiao" to clarify the objectives of exhibition management, exhibition introduction and venue promotion. Two, the impact of exhibition is increasing. According to the goal of "big textile exhibition, strong industry exhibition and excellent consumption Exhibition", we will strive to develop a number of large-scale and effective exhibitions at the industry exhibition and consumption exhibition while accelerating the development of exhibition economy. A series of exhibitions including textile design exhibition, car Expo, home fair and Housing Fair have been held successively. 20 exhibitions have been held throughout the year to promote the development of Keqiao's exhibition industry. Three, exhibition management is constantly improving. The protection of exhibition venues is more standardized and meticulous, and the examination and approval of the exhibition is strictly controlled. The exhibition management capability of the textile city exhibition company has been continuously enhanced. In the major activities such as the sixth world chorus competition and the Golden Rooster hundred Film Festival, the management services have been perfected.

　 "Keqiao textile index" becomes the barometer of industry

In October 2007, the Ministry of Commerce officially authorized the publication of "China." KQ Index It became the first textile index in the country. In October 2008, the English website was published to the world. The Keqiao textile market in Shaoxing, China, is developed after the mode of "having industry first and then having the market", forming a complete industrial chain. The price and prosperity of China's light textile market are directly affected by the situation of production and processing enterprises, and are influenced by the export status of the production enterprises. Therefore, the compilation of China Keqiao textile index fully reflects the market characteristics of China Textile City and the important position of Shaoxing textile industry, and also ensures the healthy and sustainable development of "Keqiao textile index of China".

The textile index was compiled by the Ministry of Commerce, the Zhejiang economic and Trade Commission and the Shaoxing county government on the basis of China Textile City. It was composed of four parts: the textile price index, the textile prosperity index, the textile export index and the textile order index. Among them, textile price index includes grey fabric index, clothing index, home textile index and clothing accessories index; textile climate index includes textile market prosperity index and textile industry prosperity index. The price index is released once a week. The price index is released every Monday at noon. The prosperity index is released once a month, the monthly prosperity index is released at noon on the 1 day of each month, and the export index is released once a month.

The "Keqiao index" has been improving since its release in 2007. First, the index has been continuously improving. A national forum on index work was organized to enhance the role of index work in promoting the development of the professional market; the 20 issue of information special issue was published in the whole year, and more than 3 volumes were published, which was issued to the national textile professional institutions; and the "China Keqiao textile index" micro-blog and mobile MMS services were added to increase the index publicity channels. The two is the continuous improvement of index publishing content. In accordance with the principle of "scientific selection, covering all aspects and highlighting characteristics", we have completed more than 200 acquisition points in the market. At the same time, based on the current price index, the general prosperity index and the three index of foreign trade index, we further plan the classification index of confidence index, benefit index and scale index. Three, the procedure of index editing is constantly standardized. On the basis of summing up the preparatory work in the early stage, we have set up the three level index editing and issuing procedures of "market information collection, data centralized auditing, verification and filling, and index compilation and unified release", so as to continuously enhance the standardization and scientificity of the index compilation.

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　 E-commerce platform to promote market linkage development

　　 Online Textile City The Shaoxing county government invested 2 billion yuan in the "12th Five-Year" period to build an e-commerce platform integrating the textile industry information, trade information database, products and enterprises, online textile trading and public information services. It is an effective e-commerce platform for the realization of the linkage and integration of tangible market and online market.

The online textile city will cover all textile enterprises and distributors in Shaoxing, as well as professional members of the 1 million 800 thousand textile industry at home and abroad, and strive to build an e-commerce platform for the textile industry with the highest concentration of global textile information, the most convenient transaction and the highest degree of integrity. The online textile city will include five major centers: Trade Information Center, industry information center, online trading center, community-based exchange center, public information service center, and six supporting facilities: Textile warehousing, logistics and testing services, textile sample display services, online financial services, market management services, mobile terminal services, and textile enterprise online office services.

After the light textile city is built, the textile enterprises that serve more than 60% of the world will become the backbone and important force of the modern textile and garment industry, and will contribute to the transformation and upgrading of the textile industry.

In 2012, the construction and development of online textile city entered a period of rapid development. Completed online trading cooperation with Bank of communications, industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China and so on, and identified 50 grey fabric enterprises as the key customers of online transactions. In April 20, 2012, the online textile market of "online Textile City" was formally launched. The growth of online turnover is accelerating through measures such as key enterprises' pulling and expanding participation of small and medium-sized enterprises. At the same time, the number of merchants entering the "online Textile City" has reached 58129, with more than 2 million visits per day. Two, the integrity system is improving day by day. In order to ensure the continuous expansion of the scale of online transactions and the continuous increase in volume of transactions, and to ensure the safety, stability and healthy operation of the online trading market, the "online Textile City" and the business sector and the legal departments jointly formulated and studied confidentiality agreements, trading rules and standard form contracts, and initially established the online trading rules for textiles. Three, investment promotion continues to follow. Based on Shaoxing and the Yangtze River Delta region, the "online Textile City" has continuously strengthened investment in other regions and internationally. The website launches software products such as "Diamond booth", attracting excellent enterprises to enter, participating in the Osaka Japan clothing exhibition, organizing overseas promotion meetings, organizing online and offline various forms of trading training sessions, and sending more than 10 copies of promotional materials, SMS and e-mail to textile enterprises and operators.

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Exemplary value

China's light textile city has grown from scratch, from weakness to growth. After more than 20 years of development and cultivation, it has become a leader in the national professional market, which depends not only on the overall development of the domestic macro economy, but also on the advance planning of the local government. Guided by Scientific Outlook on Development, focusing on the goal of "prospering the county with service industry" and building the "international textile fashion capital", taking the development of China Textile City as the starting point, we should give full play to the leading role of China Textile City, effectively lead the textile industry upgrading and promote the prosperity of the urban economy, further establish the leading position of China Textile City in the global professional market, and strive to build Shaoxing county's "industrial upgrading leading zone, textile trade gathering area, and urban economic leading zone".

One of China's Textile City Experience:

Global vision and scientific development strategy

With the further development of global economic integration, the international division of labor is becoming more and more obvious. As a modern textile specialized market, China Textile City has actively integrated into the global textile and apparel supply chain, and with the unique advantages of the modern professional market, has made efforts to create a global textile center with the richest textile products, the fastest textile information, the most perfect credit system and the best management service. It tightly focuses on the development concept of "clustering, modernization and internationalization" and firmly establishes the leading position in the textile specialized market.

Two of China's Textile City Experience:

Strategizing and actively exploring the future of the industry

Although China Textile City is already the largest textile professional market in the world, but to truly become the leader of the textile industry, we must have a forward-looking vision and thinking. Processing and trade can always be behind others. Creative industries lead the textile industry to the future trend. Chinese textile city insists on developing the textile creative industry as a breakthrough for economic transformation and upgrading. On the basis of building an international textile manufacturing center and an international textile trade center, it also puts forward the goal of "international textile creative center".

Three of China's Textile City Experience:

Keep pace with the times and grasp tangible and intangible development

The changing world economy and the rapid development of science and technology are driving the further development of China's light textile city. China's light textile city has gone from the simple tangible market to the invisible market, relying on the visible market and logistics advantages to foster the "online Textile City", and speed up the construction of an e-commerce platform based on online textile wholesale trading and information interaction, relying on modern logistics and online market management services, to build the "online Textile City" into the most authoritative and internationally influential textile e-commerce platform in China, so as to realize the joint development and prosperity of the physical market and the online market.

Four of China's Textile City Experience:

Brand strategy to enhance core competitiveness

With the deepening of economic development, the importance of brand to the development of cities, regions and enterprises has become increasingly evident. In a city or region, brand is the embodiment of the soul. Nowadays, brand building has gradually become an important invisible force to promote regional economic development. A city or a region possesses a brand, that is, to prove its economic strength and market position, and also to reflect its sustainable development power. Therefore, brand building plays a decisive role in the development of the region. Only if we have our own brand, can we remain invincible among many competitors.