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The Brand Consciousness Of Clusters Is Constantly Improving, And The Pulling Effect Of Domestic Demand Market Is Stronger.

2013/8/2 21:14:00 29

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the competition pattern of the home textile industry is changing quietly, and the brand home textiles is rising rapidly. With the continuous escalation of competition, the home textile industry is changing from the initial stage to the development stage, and the market has entered a structural adjustment cycle of rapid development. As a vigorous industrial organization form of home textile industry, home textile industry cluster has become an important force for the rapid development of China's home textile industry. 
 the exclusive survey of this period selects 2 representative home textile industrial clusters to analyze the reasons for their success, problems and solutions, and explore how China's home textile industry clusters can further tap their potential for development and expand their development space, so as to find a way to promote the sustainable development of home textile industrial clusters for the domestic textile industry cluster to cope with the current global economic situation and the continuous deterioration of the business environment. 
 advantage 
 the development space is huge. The brand awareness of the cluster is constantly improving, and the pulling effect of the domestic demand market is stronger. 
 at present, China's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > consumption accounts for less than a target= "_blank" href= "_blank" > textile consumption of 65%, household textile consumption accounts for only 23% of total textile consumption, and household textile consumption per capita accounts for less than 1% of consumption expenditure. From the actual gap between home and abroad home textiles consumption and the future development trend, China's home textile industry has huge room for development. 
 facing the complicated market situation, the awareness of regional brand of home textile industry cluster has been constantly improved, giving full play to the advantages of supporting the industrial chain and improving market competitiveness continuously. With the decline of international effective demand, the home textile industry cluster still achieves the synchronous growth of production, marketing and profit, and the profit rate is obviously higher than that of the textile industry. 
 with the continuous improvement of people's living standard, the acceleration of urbanization, the continuous improvement of the living conditions of urban residents, the continuous increase of rural residents' income and the increasing consumption of public services, the pulling effect of domestic demand market on domestic textile industry is gradually enhanced, and the domestic textile industry will continue to achieve steady growth in the future under the condition of stable international trade environment. 
 folding stone bridge .
 the largest home textile market drives industrial agglomeration 
 the home textile industry cluster in Jiangsu is located in Haimen city. Relying on a long history of embroidery culture, it has won the high reputation of the textile town, and has bred the characteristic textile industry of the overlapping bridge. Its industrial cohesion and regional influence can not be underestimated. 
 the Haimen Industrial Park, where the home textile industry cluster of the Permian bridge is located, has always been world-renowned for its unique home textile industry and the professional market of the PIMI stone bridge home textiles. Especially in recent years, we have brought into full play the hatching effect of the special industry of the domestic textile industry and the radiation effect of the professional market, thus creating a nearly 10 square kilometer home textile industry characteristic park. 
 China's Permian bridge market is the largest and world-famous home textile professional market in China. After more than 20 years of development and 6 expansion, the market has developed into 500 thousand square meters of building area, with more than 3000 shops, more than 10000 business stalls, more than 200 home textile series, more than 28000 sets of all kinds of personnel, and an international home textile city with perfect intelligence and function. The market characteristics of home textile products sell well in more than 200 large and medium-sized cities nationwide, and are exported to more than 70 countries and regions such as southern Africa, Eastern Europe, South America, the Middle East, and Japan. The market share of home textile products is more than 40%. 
 at present, the home textile industry of the overlapping bridge has covered 8 counties (districts) and more than 40 townships, with about 700000 employees and more than 2500 home textile enterprises of all sizes. The annual output value of home textile industry is nearly 50 billion yuan, and the annual sales volume is over more than 20 yuan, and foreign brands such as mercury, Meng Jie and Guangyi have more than 20 home textile production bases. 
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 Yuhang .
 brand and research and development equal to 
 home textile industry is the traditional dominant industry and pillar industry in Yuhang District of Hangzhou City, Zhejiang province. It occupies 1/4 of the national textile industry and occupies a pivotal position in the domestic textile industry. After more than 20 years of development, the scale of Yuhang's home textile industry has continued to grow, forming a cluster of home textile industry and showing a steady development trend. 
 since 2002, Yuhang was awarded the "silk weaving base of China" by the China Silk Association, and was first named "the famous city of cloth art in China". It has been awarded "Zhejiang textile brand brand base" and "Zhejiang industrial cluster transformation and upgrading demonstration zone". 
The "Yuhang home textiles" collective trademark, which has been successfully registered, has not only vigorously opened up the domestic market, but also increased the share of the main home textile products such as decorative cloth, decorative fabric products, curtains, industrial cloth and so on in the domestic market, and even laid the brand foundation for Yuhang home textile to the world. 
In addition to brand building, local textile enterprises in Yuhang also attach great importance to the introduction of technology and equipment transformation. They also extend their own characteristics to the two ends of the industrial chain, constantly train and introduce excellent design talents, R & D talents, management personnel and sales personnel, and gradually adjust the structure and improve the industrial chain and so on. 
 at present, the construction of public platform of home textile industry R & D center in Yuhang and Yuhang home textile research and development center of Zhejiang Sci-Tech University has achieved initial success. The demand of science and technology is complementary to the research and development platform of the technology platform, which has realized a more convenient and efficient real estate research and Research Association, and accelerated the industrialization of technological innovation achievements. 
 problem .
 product homogeneity lacks technical support, brand advantage is not obvious 
 despite the overall upward trend of the domestic textile industry as a whole, production, sales and exports have been growing steadily. However, the uncertain factors that affect the sustainable development of the industry still exist, and the uncertain factors such as the substantial increase in labor costs, the rising price of textile raw materials, the appreciation of the renminbi, the fluctuation of international effective demand, and the rise of trade protection have increased the difficulties for the sustainable development of the industry. 
 China's home textile industry cluster develops faster, but most of the clusters are small and medium sized enterprises with small production mode. The problems such as product homogeneity, lack of technical talents, lack of brand advantages and so on, make China's home textile industry cluster still have many gaps with the modern industrial clusters in the mature market economic environment based on high-tech. 
 folding stone bridge .
 high-grade, high grade products lacking .
After more than 20 years of evolution, the domestic textile industry of P has changed from "spontaneous" initial development to "conscious" advanced development stage. However, relatively speaking, the quality and level of home textile industry is not high enough. The whole country or the world famous brand home textile is relatively small. Some small and medium-sized enterprises are relatively backward in production technology, and even a large proportion of them still stay in the family workshop state. The products are mainly middle and low end products, high-grade and high-grade products are lacking, and the market share in the domestic and international high-end market is relatively small. The leading enterprises in the real sense have not yet formed, and there are still some problems compared with the mature industrial clusters at home and abroad. 
 at present, the homogeneity of home textile industry is mainly reflected in the style and color of the finished products. In R & D investment, home textile enterprises mainly invest their funds in the design of flower pattern, which is not very high in technical requirements, and do not involve much research and development activities such as new materials. 
 in addition, there are quite a lot of domestic textile enterprises lack of mutual communication, let alone project cooperation, such as joint research and development, information sharing, labor training and so on, and there is a certain degree of "dug" phenomenon, which is very unfavorable for the cultivation and use of senior talents. 
 home textile industry is a traditional labor-intensive industry. However, with the scarcity of land resources and the increasingly serious shortage of labor force, the way of scale expansion is hard to maintain in the past, and many enterprises are faced with restrictions on various production factors in the process of development. Therefore, how to realize the intensification of production is not only the home textile industry of the overlapping bridge, but also the outstanding problem faced by the entire home textile industry. 
 Yuhang .
 the industrial structure is not reasonable. 
 with the change of international and domestic situation, due to many factors such as RMB appreciation, labor cost rising, trade barrier and factor restriction, the contradiction between industrial structure and competition is becoming more and more serious. The positive innovation of industrial development mode and the acceleration of industrial transformation and upgrading have become urgent problems for Yuhang textile industry. 
 labor cost rising. The rising labor cost further squeezed the profit margins of enterprises through technological innovation and brand promotion. 
 two is the high cost of developing the market. Yuhang home textile enterprises are striving to build their own brands, directly enter the terminal to fight for pricing power, but in the process of market development, the high cost of business has eaten up the profit margins which were not high enough. 
 three is difficult to export. Most of the home textile fabrics produced by most enterprises in Yuhang are exported to the European and American markets. However, the export situation of home textile industry is facing more difficulties. 
 four is factor restriction. In terms of financing, the scale of bank credit further shrinks and the financing cost of enterprises increases. In terms of land resources, there will be very limited space for domestic textile industry in the future. In terms of energy consumption, the situation of power shortage is severe, which has affected the normal production of enterprises. 
 five is the traditional layout is more dispersed. The production point of Yuhang's home textile industry is rather scattered. Although there are some leading enterprises such as Zhen Bei group, Zhongwang, Central Asia and so on, these enterprises have not formed a cooperative supporting system for small and medium-sized enterprises, which has restricted the true formation of industrial clusters. 
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 measures 
 create regional brand, strengthen public service platform construction, and strengthen linkage among clusters. 
Less than 30 years after reform and opening up, as the new growth point of the textile industry, China's home textile industry has been developing rapidly in the past decade or more. P 
After the crisis era, the change of world economic structure and the change of consumption structure put forward higher requirements for the development of China's home textile industry. Therefore, our home textile industry cluster should focus on the strategy of gradient, through the gradient layout, gradient services and gradient development, enhance the advantages of industrial clusters, use the mechanism of crisis forcing, transform the traditional development mode of the industry, and create a modern and innovative industrial cluster. P 
 home textile industry cluster is an important organizational form of home textile industry. Through the formulation of industrial development plan for industrial clusters, the promotion and reconstruction of industrial clusters, the construction of regional brands, the strengthening of public service platform and the strengthening of links among industrial clusters, the industrial clusters have a fundamental or larger reform in these aspects, which is of great significance to solve the deep-seated contradictions in the economic structure of the textile industry and to achieve industrial transformation and upgrading. 
 folding stone bridge .
 relying on bedding to occupy the high-end market 
 the home textile industry cluster of the persebridge is trying to guide local enterprises to rely on the bedding industry, increase R & D and innovation input, integrate new technologies, new materials and new ideas, especially grasp the latest trend of China's home textile and world textile market, pay attention to the development of home textile high-end products, seize the high-end market, continue to extend to the high end of the industrial chain, and enhance the grade and level of the home textile cluster. 
 Haimen Industrial Park is developing the manufacturing base, R & D base, trading center and Exhibition Center of China's home textile industry according to the development goals and requirements of the "home textile capital, Textile City, tourist attraction and shopping paradise", focusing on the introduction of domestic textile enterprises with brand names or trademarks above the provincial level, and creating a core industrial zone integrating R & D, design, weaving, cloth and service, forming the first famous home textile garden in the country. 
 the home textile industry cluster of the peregiqiao bridge will rely on the high position of the characteristic home textile industry in the region and take a far sighted view, and further expand the scale economy and intensive economic effect on the development scale; continuously improve the quality of enterprises at the level of development; strive for more famous Chinese brands and provincial brand names on the brand; expand new industries in the industrial field, and actively realize the extension of the industrial chain. 
Less than P, the domestic textile industry of the Permian bridge is starting from many aspects, and has been comprehensively upgraded in terms of scale, level, brand and field. It is committed to making the Permian bridge one of the most important suppliers, market trading centers and exhibition centers for home textile products in China and even the world. Specific measures include: persisting in international positioning, building characteristic bases, grabbing high-end market, upgrading product level, cultivating regional brands, enhancing competitiveness, supporting leading enterprises, enhancing scale effect, focusing on the development of service industry, and improving regional functions. 
 Yuhang .
 create cloth art headquarters base .
Less than p ago, more than 30 home textile enterprises in Yuhang, Hangzhou, Zhejiang formed an alliance to set up Hangzhou Yuhang Home Textile Industry Development Co., Ltd., and at the same time established the "China brand cloth art headquarters base". This makes Yuhang home textile people see hope in a dense cloud, and is of great significance to the whole Yuhang home textiles. 
 according to Lu Wenlong, chairman of Hangzhou Yuhang Home Textile Industry Development Co., Ltd., "China brand cloth art headquarters base" is a modern home textile industrial cluster with design and R & D as the main exhibition exhibition, industry information center, product detection, design training, enterprise headquarters, e-commerce, modern logistics and industrial tourism. The project will be divided into two steps. 
 phase I started construction in April 2012, invested RMB 2 billion 500 million yuan, and developed a building area of 200 thousand square meters, and built a cloth art exhibition hall, an international brand hall, a design company, a press conference center, a training base and an enterprise headquarters office. The first phase introduced 10 design institutes, 150 home textile brand enterprises, and plans to achieve annual output value of RMB 3 billion yuan. 
The second phase is scheduled to start construction in the first half of 2015, investing RMB 750 million yuan, building 400 thousand square meters, planning to enter 10 enterprises, 10 home textile and soft fitting supporting brand enterprises, and finally achieve the overall goal of 10 billion yuan gross annual output value. 
 when it comes to the development of "base" in the next three years, Lu Wenlong said that in order to promote the development of Yuhang's home textile industry more scientific and healthy, we must build "base" into an industrial cluster with perfect facilities, smooth mechanism, good service quality, agglomeration effect and spillover effect on the basis of 10 public service platforms.