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China'S Textile City Is Becoming Increasingly Competitive, And New Forces Are Constantly Sniping.

2013/7/16 16:42:00 27

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Keqiao, known as "a city on cloth".

The annual turnover of tens of billions of dollars has brought about a wealth of money to more than 20000 practitioners and related industries in the market.

because of the "low-lying effect" of wealth, over the past 20 years, this quiet southern town has attracted businessmen from all over the country and around the world.

According to incomplete statistics, at present, there are more than 20 foreign chamber of Commerce in Keqiao, with more than 150 thousand migrants, far exceeding local residents.

The daily traffic volume in the market reaches 100 thousand passengers.

Many early entrepreneurs who came to Keqiao with their dreams have become the bosses with a lot of money.

"boss's replica" is also full of temptation to international friends.

The figures of Shaoxing foreign service center indicate that Keqiao has 1076 permanent representative offices abroad, 222 foreign-funded commercial enterprises, nearly 6000 overseas resident purchasers, some of whom have also taken part in family business, and even moved part of the family to Keqiao.

because of "a piece of cloth", it is more eye-catching.

This small town on the map of China has also become a world-famous new city.

P wave wave advance and spiral rise seem to be the law of development of anything.

After 20 years of rapid development, the textile city has also encountered growing pains.

Especially in recent years, the operators of Textile City obviously feel pressure increasing and difficulties increasing. The situation of domestic and foreign trade is not optimistic.

is the competitiveness of China's Textile City declining, or is the global demand still declining? Or is it both? In the face of such a situation, how should the operators of light textile city deal with the problem? How should we go about the pformation and upgrading?

domestic trade is failing, and the advantage of foreign trade is no longer /p >

In the month of P > 1~5, the total volume of China's Textile City area reached 24 billion 481 million 250 thousand yuan, an increase of 10.61% over the same period last year.

Of which, foreign trade exports amounted to US $1 billion 260 million, an increase of 4.7% over the same period last year.

Although all two figures are growing, there are still worrying trends and realities behind these figures.

curtain window screen products are one of the most obvious products in the light textile industry.

"This year is simply" curtain winter ".

"The sales volume in the first half of this year will be reduced by about 50% compared with the same period last year," Cao Tianlong, chairman of the Ling'an chamber of Commerce and first impression cloth art boss, told reporters.

Cao Tianlong was worried about this.

Because curtain curtain is one of the main industries in Ling'an, most of the more than 2000 Ling'an people in Keqiao are engaged in related businesses.

The decline in business volume now has a direct impact on the development of a local industry.

Cao Tianlong, who is both chairman and business owner, is running around, trying to find a breakthrough in his predicament.

Less than P, domestic trade is sluggish, and the foreign trade situation is not optimistic.

A staff member in charge of foreign trade in Zhenya group, Hutang, told reporters that foreign trade sales this year dropped by about 30%.

He feels that the advantages of Keqiao's textile industry are no longer in place.

the figures obtained from the Shaoxing County commercial bureau show that the export growth of light textile products in the market area this year is the first time lower than the average growth rate of 5.8% in the whole county, which is only 4.7%.

"This is the first time this has happened."

Shaoxing County commercial bureau responsible person told reporters, "Shaoxing county is" a target= "_blank" href= "http://www.91se91.com/" > textile > /a > Qiang County, the export of Light Textile City area has been in the leading position.

We are also concerned about this change and are looking at it further. "

It is reported that in the United States, the European Union and some other traditional export main destinations, in recent two years, the export volume of Shaoxing textile products has declined significantly.

Both P and foreign trade are in a dilemma. This is a bad news for operators of textile city.

What causes this phenomenon?

increasing competition. New forces constantly snipe /p >

domestic sales are not smooth and export is blocked.

There are two main reasons.

First, domestic demand is sluggish, and the two is the international market being sniping.

"it is not just the development of the textile industry that is facing bottlenecks, not just the sales of light textile products.

In fact, in the past two years, the phenomenon of domestic market downturn is almost permeated into the whole industry. "

Saland, chief executive of home textiles, told reporters.

Shaoxing textile enterprises are mostly like stars, but most of them are concentrated in intermediate products, and Sha shark home textile is one of the few enterprises extending from intermediate products to terminal products in the county. From the very beginning, they have positioned themselves in high-end brands.

The reporter saw in his flagship store in Keqiao that the products in the store range from several thousand yuan to several hundred thousand yuan.

Although the brand has been nurtured and developed for six years, they still feel the coolness coming from the market in the past two years.

the director said: "since 2008, since the implementation of the real estate regulation, the regulation and control policies have been continuously increased.

These policies influence and control expectations and will gradually shift to our industries.

Studies have shown that this adverse effect will continue from 2011 to 2015. "

this view has been recognized by many operators in the city.

Especially those curtain window screening dealers, this is more empathy.

"Sales and decoration speed of new houses directly affect market demand for our products."

Zhao Yunfu, President of the Wenling chamber of Commerce, said, "now some curtains have been unable to receive orders for a few months, and the market shrinkage is evident."

domestic sales "hit the ceiling", and the share of the international market is constantly being eaten up by other "rising stars".

"P >" we go abroad several times a year.

In recent years, we have found that more and more enterprises in Southeast Asian countries have joined the competition.

The competition between enterprises and enterprises has escalated into a competition between countries.

He Xihui, the owner of Fenghuang Zhuang, told reporters, "especially in some" big road products ", the prices of these domestic products are very competitive.

it is learnt that with the improvement of openness and technological level of developing countries such as Vietnam and India, cheap labor costs and preferential policies to encourage enterprise development have become a new force and a powerful weapon for sniping Chinese export enterprises to expand market share.

Pan Yongxing is a direct beneficiary of Vietnam's investment.

According to him, Vietnam's biggest advantage is low labor costs and low land costs, and in specific areas, it has more export advantages than China, and is not subject to quotas.

it is reported that the current labor cost in Vietnam is about 1/4 of that in Shaoxing.

"So, the same products, of course, their products have price advantage."

Pan said, "therefore, the products exported by Vietnam and other countries will have an increasing impact on our traditional products."

data show that the market share of Vietnam's light textile products in Japan is 5 percentage points higher than that of last year, and there is a trend of further expansion.

China Textile Alliance data show that in the first quarter, China accounted for 37.51% of the European market share, down 1.04 percentage points from the same period last year.

It accounts for 69.74% of Japan, down 2.28 percentage points from the same period last year.

Gao Yong, vice president of China Textile Association, pointed out: "China's textile industry's competitiveness in the international market is declining due to the constraints of raw materials and labor costs."

Keqiao Daegu, China, how to borrow the stones from other hills to attack jade /p >

"with the development and maturity of the market, enterprises will gradually extend to the two sides of the" smile curve ", while those middle and low end product lines will be pferred to other regions.

This is the objective law of industrial development. "

Hu Keqin, President of Zhejiang Textile Institute, said, "therefore, the key is in this process, who can successfully pfer, or who can successfully pform, determine whether it can survive two roads."

"Keqiao has many similarities with Daegu of Korea.

I hope that Keqiao can take the road of upgrading as well as Daegu, and do not repeat its path of change.

President Hu said.

it is reported that more than 10 years ago, the textile industry in Daegu, South Korea was very developed.

"Just like before China's light textile city, all the merchants gathered, the enterprises star cloth, the buyers all over the world went there."

President Hu said.

with the rise of the textile city and the continuous development and improvement of the surrounding industries, the advantages of Daegu's light textile industry are gradually losing.

"I have met several businessmen who have had a great sense of achievement.

Later, with the gradual pfer of local industries.

Their business is becoming more and more difficult.

Later, when I met them, they said, "our business has been taken away by Chinese people."

"although this is a complaint, it reflects the fact of industrial pfer.

Now, we are also facing the original labor pains in Daegu.

On the one hand, with the intensification of competition, those enterprises lacking the ability of independent innovation feel that the road is getting narrower and even harder to sustain. On the other hand, with the rising cost of local land and labor, the enterprises with fast response are slowly shifting to the central and western regions and even to the outside world. The third choice is to work hard and upgrade themselves, upgrading the competitiveness of products and enterprises and occupying the commanding heights of the industry.

Pan Yongxing also has his own view that the ideal development mode of light textile city is that the enterprises that are engaged in the production of medium and low end products will gradually be eliminated to other developing areas in P.

And Textile City, leaving behind the high value-added industries in the high-end enterprises.

"The market will not shrink.

The reason why light textile city is in Keqiao is that it has gathered the top 1/3 textile terminal processes and enterprises in the vicinity of Keqiao.

This advantage is that other places can't do well in the light textile city, and Keqiao is getting more and more developed.

stage is still the stage. When actors need to be renewed, the pressure on actors is the biggest.

Only when p stands in the center of a storm can we decide the direction of the storm and change the most urgent requirement.

large enterprises pformation small enterprises upgrading /p >

textile city personalized service has become a weapon for market development. /p >

"P" pformation and upgrading, the government advocated, the implementation of the enterprise, shouting for many years, how many companies are doing it, especially small and medium-sized enterprises, are really doing little.

Some of them are short-sighted, some are at a loss, and more are satisfied with the status quo.

Now that the wolf has really come, the tiger has reached the heel and pformed and upgraded, which has become the driving force of the enterprise.

but pformation and upgrading are not achieved overnight.

Looking back at those well done enterprises, either by chance or with strong financial resources, or with strong sense of crisis, and constantly, consciously and consciously upgrading products or enterprises, such enterprises can also live better than others.

now, from the central government to the local government, we are talking about pformation, talking about pition, and let the hand of the market play a greater role.

For some ways of dealing with crises, the new government is also quite different from the former government.

Therefore, no matter from the big environment or the small environment of enterprises, enterprises are required to jump out of the original mode of "waiting, relying, and wanting", and turn to the mode of "creation, precision and progress".

of course, Shaoxing County, a big economic County, has no shortage of successful examples of pformation and upgrading.

Reporters around the textile market, interviewed some rely on the "mother", the successful pformation and upgrading of enterprises.

Their path of success may have implications for enterprises that are thinking about similar problems.

"hate cloth is not ready to wear" has been a pain that Shaoxing county can not wipe away.

However, there are also "crabs" in Shaoxing county enterprises.

They try to lengthen the light textile industry chain of Shaoxing county through their own efforts.

In the pformation and upgrading of enterprises, it also tries to drive the upgrading of the industry.

the "parent body" of Saland's home textile is a printing and dyeing enterprise in Shaoxing county.

Six years ago, they entered the home textile industry.

"At that time, the decision to enter the home textile industry was because the boss thought that the printing and dyeing industry was always just making clothes for others, and the huge profits from downstream were all in the pockets of others."

"In 2008, we bought a brand in Hongkong and went directly to the high-end home textile industry," deputy general manager of Shah shark home textile yuan told reporters.

from the middle end to the terminal, it seems a small step, but for the enterprise, it is a great leap forward, and also faces enormous challenges.

brand products, the most important link is sales channels.

In order to open the market in a short time, Sha Sha home textile company has adopted direct sales and franchised sales methods.

In Shaoxing and surrounding areas, Shah shark home textile has adopted a direct camp way, "can better grasp the dynamics of sales terminals."

In the Midwest, Sha shark home textiles are more likely to expand sales through the way of joining, "this can help us to expand our market share faster."

According to the deputy general manager of Shah shark home textiles, in just a few years, they have owned nearly 300 stores nationwide.

"the growth rate has slowed down in recent two years, but it is not as bad as some media have said."

In response to news reports of Sha shark shutting down stores in Hangzhou, vice general manager Yuan said it was a misunderstanding.

"Now we have three franchised stores in Hangzhou.

The company has a 38% increase in the first half of this year. "

"P", deputy general manager of Yuan also admitted that there was a vicious competition in the home textile industry.

"In the face of such a situation, we are also expanding our sales channels.

Such as TV shopping, online direct selling and so on have begun to exert force.

Sha shark home textiles is striving to further improve its market share through product innovation, channel expansion and deep after-sales service.

Like P, Shili international also extended its tentacles to < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > industry.

"Last year, we achieved sales of 1 hundred million, and we will sell 200 million yuan this year."

It is reported that Ruili international first half of the year has achieved sales of 80 million yuan.

Unlike Shakespeare home textiles, Ruili international stores are now adopting direct battalion.

"There are more than 30 direct outlets now."

Ruili international responsible person told reporters.

In an interview, reporters learned that Ruili international sales accounted for about 10% of the total sales, but also the trend of expansion.

a good idea, supplemented by excellent teams, these enterprises extending to downstream terminals are moving forward step by step to success.

"If they succeed, it will cause the" fission "of the whole light textile industry chain in Shaoxing County, and the impact will be immeasurable.

Textile City Construction Management Committee responsible person said.

"We expect them to be pioneers in the industry rather than martyrs."

from fabric to dress .

Shaoxing enterprises continue to benefit downstream, /strong > /p >

data show that cultivating a consumer terminal brand is only 3 million yuan, and the chance of success is 1/50.

There is no bottom line for the pformation of enterprises, and 100 successful enterprises will not reach 10.

Therefore, it is unrealistic for China's textile city to have more than 20000 operators to extend to the lower reaches of the industry, or to go beyond light spinning and engage in other industries.

on the one hand, pformation is unrealistic; on the one hand, it must be pferred to the two sides of the "Smiling Curve".

So, what should we do to the operators of textile city?

as the saying goes, enterprises that do not turn their heads will be the only ones that will turn up.

There is a business saying: no matter what industry you are engaged in, as long as you can make the top three, you will definitely earn money and live very well.

Perhaps the following businesses are doing more to the 20000 operators of textile city.

textile city is like a big sieve. Every year, hundreds of thousands of households are washed away.

In the past few decades, we have grown up and become famous companies in the textile city.

Less than P, the Yongsheng trading company located in Keqiao County, Shaoxing, has little influence, but its influence in the industry is few.

Fu Guoqing, the boss, once joked half a joke that half a dozen of the households in the textile city were following his tricks.

when the market criticizes spot, cash and spot "three current pactions", "Yongsheng cloth" still makes spot trading thrive.

"Our spot trading is not to store goods in the market, but to provide customers with more raw materials and walk ahead of fashion."

Fu Guoqing said.

small batch individuation

the main direction of the competition of the fabric enterprises is /p >

reporter learned in the interview that with the acceleration of fashion rhythm, the demand for delivery time in modern market is getting higher and higher, and spot form is the fastest way of delivery. After the order production has been popular for some time, spot trading has increasingly become the fashion of trading in the future.

the characteristics of modern pactions are high profit, high risk, small batch and big vision.

This is also a way for fabric enterprises to become high-end.

"P >" we have many years of cooperation with South Korea, as well as Guangzhou, Shenzhen and other front-line fabric suppliers and garment factories.

I also attend dozens of influential fashion conferences every year, as well as years of experience in the fabric market.

Relying on these, I and I a target= "_blank" href= "http://www.91se91.com/" > designer "/a" ahead of the season, we will determine the next quarter of the trend, and rush to produce products.

Now, the competition of garment enterprises is becoming more and more intense. It is a crucial step for them to go public ahead of time and seize the opportunity.

of course, fashion fabrics can not be produced in large quantities.

"The risks of enterprises are too great.

If it is unsalable, it will outweigh the gains. "

Fu Guoqing said.

, therefore, small batch, individuation has become the development direction of some high-end trading companies in the textile city.

"Things are scarce".

Because the product is small and the grade is high, the price can be sold high.

Of course, this also includes high development cost and inventory pressure.

As long as clothing companies can guarantee sales and products with high price, they also have profits.

So this is a win-win practice.

reporter found in the interview that now more and more enterprises are taking the road of Yongsheng cloth industry.

They expect to win better living space with their fist products.

jump out of light textile for elevator > /strong > /p >

light textile enterprises should occupy a place in new industries

"P >" such as isolating mountain.

In the tens of thousands of textile enterprises in Shaoxing County, Zhenyu group jumped out of the textile industry and started from a product that he was never familiar with. Step by step, it stood out in the more than 500 elevator enterprises all over the country and ranked among the top 40.

"In three years, we will be in the top 20, and the sales will reach 5 hundred million."

For the new industry, the chairman of Qian Mu root is full of confidence.

to talk about the pformation of enterprises, chairman Qian Mugen said plainly that this is the chance for the development of the company and the chance encountered at that time.

Zhenya group is also a small celebrity in the textile industry in Shaoxing. In the long run, it ranks among the top 50 self export companies in Shaoxing Province, warp knitting and embroidery products, and it has been the fist product of Zhenya group.

"Textile business was very good at that time."

While we are still immersed in the hot situation of changing profits by quantity, "Zhenya" is already worried about its future.

"Textile industry with low technology content, homogeneous competition, and products made by rural family workshops, big enterprises have no competitive advantage at all, and will have no advantage.

Qian Mugen said, "an accidental opportunity made me realize that there is still opportunity for the elevator industry to set up Westinghouse elevator company."

Through the efforts of nearly ten years, the Westinghouse elevator has become a handful of enterprises capable of producing elevators in Shaoxing. Its annual sales have exceeded 3 hundred million, and thousands of passenger trains have been pported to all parts of the country every year. P

Among the more than 500 elevator enterprises in the country, Westinghouse elevator has ranked 37, becoming a new force in the elevator industry.

"now looking back, the pformation at that time was very wise.

Now I ask you to go around and turn around. "

Qian Mugen sighed with emotion.

According to P, the sales volume of Zhenya group's textile products is decreasing every year, but the sales volume of the elevator is increasing at 30% per year. "Profit margin is far more than the contribution of textiles to the group."

it is learnt that the profits of elevator enterprises mainly come from two yuan, one is the profit generated by elevator sales, and another is the profit generated by the elevator after sale, repair and maintenance.

Therefore, for an elevator enterprise, as long as there is sales, profits are long-term and stable.

at present, Westinghouse cargo ladder accounts for more than 40% of the market share in Shaoxing, with annual sales of more than 20 million.

In Taiyuan, Shanxi, sales of Westinghouse reached more than 800 units last year, accounting for 10% of the local market share.

In 22 provinces (municipalities and autonomous regions), Westinghouse elevator has set up a branch company, while developing the market and providing after-sales service.

In the first five months of this year, sales of the company increased by nearly 40% over the same period last year.

"We plan to make breakthroughs of 5 hundred million in sales through three years of efforts, and enter the top 20.

When conditions are ripe, we are ready to go public. "

The elevator industry has provided another bright "money road" for Zhenya group.

reporters learned in the interview that interlaced pformation is not rare in Shaoxing County, and there are also solar energy companies.

Zhejiang crystal bright sun Technology Co., Ltd. is also pformed from the light textile industry.

Song Jingqing, chairman of the board, told reporters that the light textile industry has thin profit margins and poor ability to resist risks, forcing it to turn to new industries.

The main export to the developed countries in Europe is now, because of the well-known reasons, the export is suppressed, and the company's business is turning to the domestic street lamp and power generation industry.

however, interchanges such as mountain crossing and pformation to other emerging industries are not only accomplished by courage, but also with keen vision, scientific management, timely adjustment and continuous innovation.

optimize the new road of customer development

internal and external trade should go hand in hand. /p >

in the light textile city curtain curtain management households generally feel that this is not as good as evening, in the workshop of Zhejiang Jin Chan Home Textile Co., Ltd., which is located in Qian Qing textile and garment garden, it is in full swing and is very busy.

General manager Yang Wei told reporters that compared with the same period last year, sales in the first half of this year will increase by about 15%.

This is mainly due to the words "ensuring quality channels and expanding emerging markets".

In an interview, the reporter learned that the reason why Jin Chan's home textile is flourishing is mainly because it has long been working with WAL-MART and JCPENNY, and the two legs have been quite healthy.

it is reported that WAL-MART and JCPENNY are both "Big Macs" in the American chain stores, of which WAL-MART has more than 5000 stores in the mainland and JCPENNY has more than 2000 stores.

Americans and domestic consumers need different curtains.

An American likes to buy finished drapes, used to buy them in supermarkets, and can use them at home. Two, the frequency of replacement of window screens in American curtains is high. They have to exchange them all year round. Unlike Chinese, a set of curtains is used.

Therefore, Jin Chan home textile has launched a large number of high quality and high-quality finished curtains for the US market, which has attracted the attention of the two stores and become their stable partners.

In order to maintain the US market, Jin Chan textile also sent staff to the US market to investigate market changes and listen to consumer needs for reference.

After stabilizing the US market, Jin Chan home textile also took the soccer World Cup as an opportunity to focus on developing the Brazil market last year.

"Now that the market of Brazil has improved, the product has entered two chain supermarkets, and each chain supermarket has about 500 stores.

In the future, taking Brazil as a springboard, the South American market will become our new growth point. "

Yang Wei said with confidence.

at the same time, Jin Chan home textiles also turned the gun head, and constantly open up the domestic market.

"Stores and electric shops walk on two legs.

Since 2009, there are 60 franchises nationwide, and this year we are going to open another 30.

In order to avoid the conflict with the entity store, we registered in Taobao mall, "fan Jia Bu Yi", to develop the electricity supplier.

At present, there are thousands of sales per day.

according to Yang Wei, the sales volume of the domestic market still accounts for only 2 of the total sales volume of the company, but the profit margin is twice as high as that of the foreign trade products. "Therefore, two domestic and foreign markets are strong and walking on two legs is the development goal of the company in the next few years."

the interview has just ended. Yang Wei has gone to Shanghai with his pull box full of samples.

"There's a buyer from Brazil waiting for me. I'll arrive in the morning."

Looking at the dusty Yang Wei, the reporter felt that the door of the market was slowly opened in such a painstaking effort.

leading the innovation channel is Wang /p >

great channel achievement great future /p >

Fenghuang Zhuang is a rising star in the textile city. In just more than 10 years, it has achieved 1 billion annual sales.

Their goal is to create "WAL-MART in the fabric supermarket".

What is "WAL-MART" and "WAL-MART" is the channel.

Fenghuang Zhuang wants to make himself a "King" in the fabric sales channel.

walk into the sample room of thousands of square meters in Fenghuang village. It is like entering a large shopping mall. The first floor is a special counter which is classified according to the material. The two floor is a special counter which is classified by country.

On each side of the counter, clothing models are placed orderly.

The clothes on these models are made of the best materials and the most fashionable designs.

Walking in the sample room, sometimes you even feel like you are visiting a clothing store.

when the reporter interviewed, a factory director from Hangzhou's clothing factory just visited the Phoenix Village.

The director told reporters that they had been working with Fenghuang for several years.

"Every time I bring a designer together.

One can see if there is any fabric that is consistent with the design concept. Two, let them look at the garment that Phoenix has already designed, and it is also a learning. "

"we must go ahead.

The designers of the clothing factory can learn, indicating that we are leading and effective.

He Xihui, chairman of Fenghuang Zhuang, told reporters.

industry evaluation, continuous subversion and innovation is the unique gene of Fenghuang Zhuang's growth.

Huang Fengzhuang has retained N first in the industry: it is the first enterprise in China to put forward "no reason to return"; it is the first enterprise to run the company with the concept of fabric supermarket; it is the first enterprise to put forward the three core industries of "fashion, environmental protection and practicality" in the industry.

Now, the labs and museums in Fenghuang village are under construction. If they are put into operation, they will create new ones.

He Xihui, chairman of the P, told reporters that the company has established a sales network in nearly 23 provinces (municipalities and autonomous regions) and nearly 1000 marketing teams.

This is also the only one in the national fabric sales enterprises.

He chairman said that they usually follow the principle of proximity when they open chain stores.

It is more concentrated in the customer place, the more need to open shop.

"In this way, we can provide" close service "for our customers.

it is reported that in the first half of this year, the sales volume of the company increased by about 30% over the same period last year.

"This year, the situation is grim.

It is not easy for us to achieve such a result.

But in the future competition, the company must continue to be stronger and bigger, otherwise we will lose the opportunity.