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Thinking Of Textile Industry: Re Planning The High-End Line

2013/6/6 16:30:00 21

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as a famous "Chinese business card", silk is not only the outstanding representative of our traditional "a target=" _blank "href=" http://www.91se91.com/ "textile" /a "industry, but also the luxury that foreign envoys were looking for overseas.

however, in recent years, due to the delicate properties of silk, the market of silk products has been greatly affected by chemical fiber substitutes, and has almost fallen into "stalls".

It is imperative to reshape the silk halo.

nowadays, domestic brand silk road, Wan Shi Li, Daly and so on have raised their value for silk, and have become the top name of silk.

However, a small number of enterprises are still far from enough to make high-end silk products. To make silk products realize luxury in real sense, silk enterprises need to rush ahead.

Chinese silk: fade "flashy" halo /p >

"P >" at present, China's silk production is still ranked first in the world.

Silk products were gradually extended to home textiles and cultural products from the past < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry. The added value is also rising, but its position in the entire textile industry is still not high.

Liang Juhong, vice president of Shandong silk textile and Career Academy, commented on the current situation of China's silk industry.

indeed, in 2012, the total output value of China's textile industry was about 6 trillion yuan, while silk was only about 200 billion yuan, accounting for only 3% of the national textile output value, of which silk fiber accounted for only 0.18% of total fiber output.

the total amount of silk products used in terminal products is decreasing year by year, and the price fluctuation of silk fiber materials is frequent. These factors make silk enterprises difficult.

"raw material price fluctuation has great impact on the industry."

Insiders revealed that under the fluctuation of price, a number of silk enterprises which were maintained by low price competition were eliminated.

Qian Youqing, vice president and Secretary General of the China Silk Association, said in an interview with reporters that huge fluctuations in the price of cocoon silk can easily cause huge ups and downs in the whole industry, which is a great damage to the industry. P

compared with the fluctuation of raw material prices, the more critical factor restricting the development of the silk industry is that China's silk enterprises lack the knowledge and application of design, marketing, brand and technology.

"product design is still very backward, which shows that the fashion of silk products is seriously insufficient.

For real silk pajamas, some styles have been used for more than ten years, but now there are still enterprises in production. This not only affects consumers' consumption of silk products, but also is a waste of silk fiber resources.

Qian Youqing said.

"P > Liang Juhong also agrees with this. She admits that Chinese silk products maintain the advantages of silk itself, such as: noble, elegant appearance, green environmental protection, comfort and health care, and inherit and carry forward the essence of traditional Chinese silk production. However, China's silk fabrics are lagging behind Italy, Japan and other rising stars in creative research and processing technology.

"the sophisticated technology and automation and intelligent equipment in the cocoon silk industry are still controlled by the developed countries such as Japan, Italy, Germany and so on. The state has not enough guidance and encouragement for innovative technological pformation and breakthrough research and development of enterprises."

Kou Yongqi, deputy general manager of Daly silk (Zhejiang) Limited, also appealed to the relevant policies to tilt.

so, though the advantages of China's cocoon and silk industry can not be disintegrated, it can hardly conceal its dim light.

industry thinking: re planning the high-end line /p >

Shengze town is one of the "four big silk cities" in China. It is also the seat of China's Eastern Silk Market. However, silk enterprises have been shrinking in recent years, and the proportion has dropped to less than 1% of local enterprises.

In fact, the situation of "four big silk cities" is generally similar. Many silk enterprises are turning to warp knitting, cotton spinning or chemical fiber production, and low profits make them choose to flee.

as we all know, the phenomenon of homogenization competition of low-end products in Chinese silk has been very serious in recent years. Many silk enterprises have been involved in the vicious circle of big profits, low profits and high risks, which seriously affected the sustainable development of the industry.

In order to find a way to solve the problem, some people in the industry suggested that silk must take the high-end and differentiated routes to reflect the real value of silk products, thus bringing the industry out of the vicious circle.

earlier, Wu Dayang, Dean of the Institute of textile and clothing of Southwestern University, also pointed out that at present, Chinese silk products are mainly middle and low end brands, high-end products are not more than 5%, and raw materials and brand positioning are very asymmetric.

Therefore, he suggests that powerful enterprises can achieve pformation through optimizing the structure, creating brands, integrating all kinds of resources, compressing low-end style, expanding middle end type and developing high-end style.

"P >" in fact, the high-end silk is also the inner voice of many enterprises.

Kou Yongqi said, "because of the fiber characteristics of silk itself, it has been a luxury since ancient times, and silk is a high quality carrier of Chinese history and culture. These factors have laid the foundation for the high-end line of silk."

"Silk must take the high-end route. Some famous brands abroad, such as Hermes silk scarves, sell for up to three thousand or four thousand yuan, but there is still a market."

Wu Jianhua, vice chairman of Wujiang Silk Industry Association and chairman of Dingsheng silk Co., Ltd. also believes that with the improvement of people's living standard, the requirements for personal clothing and bedding will also be higher and higher.

Therefore, if the silk products are positioned accurately, develop well and expand sales, there will be a large market.

"the most profitable profits of silk are earned by silk manufactures from France and Italy. The average profit of China's silk industry is only 1/13 of Italy.

At present, high quality clothing fabrics, silk < a target= "_blank" href= "http://www.91se91.com/" > dress "/a", home furnishing textiles, high-end etiquette and other silk products are constantly emerging, showing great market potential.

In order to shake off the fetters of the world's low-end industrial chains, China's silk industry must create high-end industries with high added value.

Chen Zhongli, director of Limited by Share Ltd operation of Xinyuan cocoon silk group, believes that silk products should win the market, and the overall silk market structure should be developed from the "big and the whole" to the "small and fine" development of the market segments, so as to win the high-end market with high quality brand, high grade and humanized service.

although most people in the industry agree with the development of high-end silk industry, there is no lack of objection.

Some people said that in the past, silk was used by dignitaries. Now, let silk break away from these rich classes and return to the people.

They believe that the silk industry's most practical way is to let silk into people's homes, so that ordinary people like to use, affordable.

but in Qian Youqing's view, both high-end and civilians are too absolute.

"I do not advocate the so-called high-end silk, silk production is only that little, and can not be substantially improved, so I advocate making silk products fine and fashion."

Qian Youqing said.

in fact, there is no need for too much entanglement. No matter the objective laws of historical development or the forced mechanism of industry, the silk enterprises have already made the choice -- the high end is the only way for silk.

Enterprise Action: quietly carry out "high-end layout" /p >

nowadays, the leading enterprises in the silk industry have begun to exert themselves on the high-end products and brands, and take various measures to set up high-end layout.

as one of the leading enterprises in China's silk manufacturing industry with the largest scale of production, the most complete industrial chain and the strongest innovation ability, the silk road is a unique product in developing high-end products.

Its high-end silk home textile brand "Huan Sha", with modern fashion classic design and rigorous production technology, successfully entered the domestic high-end shopping malls, favored by high-end consumers.

the influence of high-end products on the silk road is more than that.

In 2011, Prince William was married and his bed suit came from the silk road.

It is understood that these bedding kits are made of pure silk handwork, decorated with expensive pearls for accessories, and the cost is about 500 thousand yuan.

Prince William's marriage has attracted worldwide attention, and this has made "Huan Sha" one of the first camps in the global home textile industry.

Zhejiang Jiaxin silk Limited by Share Ltd has been producing high-end products as the direction of the company's development. Adhering to the road of developing high-end products not only lets Jiaxin silk effectively avoid the low price competition of low-end products, but also becomes one of the largest silk production and sales enterprises in China.

compared with the above two silk leading enterprises, Wujiang Dingsheng silk company is obviously not enough "weight", but it is no exception in developing high-end products.

"We will upgrade the quality of silk products in terms of technology, brand, design and management."

Wu Jianhua, chairman of the company, said that the song brocade products produced by heyday used traditional weaving techniques and modern loom technology were repercussions in the industry and consumers.

it is understood that Xinyuan cocoon silk group Limited by Share Ltd is also a silk production enterprise dedicated to high grade line. The silk products produced by the company are exquisite, skin friendly and have excellent taste.

Its high technology and cultural creativity has greatly increased the added value of silk products. At present, "Xinyuan" brand silk, silk fabric, silk quilt and other products have also been awarded the "China brand".

strategic core: revival is inseparable from industrial culture /p >

in fact, in the process of developing high-end products, silk products are of great importance in product design, research and development, and brand building. However, the integration of silk products and traditional Chinese culture can not be ignored.

Italy silk products, which are mainly high-end products, are famous all over the world because of their unique design and brand names.

Ruyi Dali has a number of world-class silk brands. These famous brands not only highlight their individuality in design, but also spare no efforts in brand building, and set up the overall image of high-grade and high-quality silk in Italy. As a result, Italy's similar silk products are 5~10 times higher in price.

"R & D, brand building and consumption are the key contents of China's silk making high-end products."

Liang Juhong believes that many practices of developed countries on silk high-end products are worth learning and learning. For example, we should seize the links between the two sides of the value chain, that is, R & D design, brand marketing and so on.

Kou Yongqi P also said that China's silk industry must build up its own brand in the future. The state should vigorously support the domestic silk leading enterprises, upgrade and innovate in the aspects of technology upgrading, product development, brand building and personnel training, and strive to create a high-grade silk brand with international fame, and promote the breakthrough and development of the whole industry in the future through the pformation and upgrading of the leading enterprises.

In the face of the fast fashion culture, which is quietly rising in the textile industry, many strong foreign brands have entered the Chinese market. Especially in the global economic downturn, ZARA, H&M, UNIQLO and other international brands have achieved steady growth in performance and market value, which shows the current situation of Chinese consumers' crazy obsession with luxury brands.

Therefore, China's silk enterprises should intensify their efforts in brand and design, and combine culture with fashion, innovation and creativity, so that traditional silk culture and international fashion can be combined.

Kou Yongqi said.

so, the high-end of Chinese silk is still inseparable from the Chinese culture on which it depends.

In fact, the silk itself, together with its production process itself, is a characteristic industrial culture of our country. What enterprises need to do is to make products, production processes, even brands and marketing always focus on the industrial culture, and of course, integrate into the modern and international culture, thus giving the silk new definition and concept. It is also an important weight for silk to move towards the high-end market.