Innovative Vitality Of Hangzhou Silk Enterprises

"The world silk looks at China, the Chinese silk looks at Hangzhou". As one of the six largest silk cities in China, Hangzhou occupies a special position in the silk industry of Zhejiang. In an interview with the "2013 China International Silk Fair and China International Women's Wear Exhibition" held in Hangzhou recently, our reporter interviewed Fei Jianming, President of the Hangzhou Silk Industry Association. The senior expert in the industry told reporters that this series of reports on Zhejiang silk has caused a great response in Hangzhou silk silk circles and let him have something to say.

Silk is a product and culture.

Reporter: silk has always been the gold card of Hangzhou, but the silk industry is also experiencing the increasingly fierce market competition. What is the status of Hangzhou silk in the world's silk industry at present?

Fei Jianming: in the past ten years, the import and export trade of China's real silk products has accounted for 80% of the world's silk trade, while Zhejiang accounts for about 40%, and Hangzhou accounts for more than 25%. Over the years, Hangzhou's silk enterprises have been listed in silk export, silk export, and real silk fabrics. clothing Export is the first place in the country; thousands of Hangzhou silk enterprises, Chinese silk enterprises are the ten most competitive enterprises in Hangzhou, and the most famous Chinese silk brand is Hangzhou. Hangzhou's real silk products account for over 30% of domestic trade.

Reporter: we all admit that for the silk product, it is not enough to have a market share. What do you think about the competitive advantage of Hangzhou silk?

Fei Jianming: silk is a special product with the dual attributes of commodities and culture. It should be seen from this angle to measure the competitiveness of Hangzhou's silk. I think Hangzhou silk has three advantages: first, Hangzhou has a deep silk culture with international recognition; two, Hangzhou has formed a complete silk industry chain, from Chunan's high quality silkworm base, Yuhang's "China silk weaving base" to Tonglu's "silk knitted regional economy", Xiaoshan and Xiasha printing and dyeing base, and the strong design team of Hangzhou and clothing production and marketing capabilities, which form an independent and cooperative regional industrial chain. Three, the main body of market competition is diversified, state-owned assets, private capital and foreign capital dance together, and the market vitality is strong.

Where does innovation come from?

Reporter: compared with the emerging industries, the traditional industries are also facing the pressure of innovation, especially revolutionary innovation. Where does Hangzhou silk's innovative vitality come from?

Fei Jianming: Hangzhou silk innovation has cultural advantages first. At present, there are a number of silk museums and thematic showrooms in Hangzhou, as well as the world class and national intangible cultural heritage and human beings. All these will help us to tap the cultural value of the silk industry and increase the added value of the products. At the same time, Hangzhou silk is keeping up with fashion. On the basis of the research on the trend of Chinese silk popularity in six consecutive years, the silk fashion trend has been researched and released this year. Our goal is to build the most professional and authoritative Chinese silk fashion trend. We have also established the Hangzhou Italy Como silk promotion alliance and have carried out fruitful cooperation.

There are also technological innovations. Most of the silk enterprises in Hangzhou have applied for approval as high-tech enterprises. Now, some luxury brands abroad are looking for OEM processing in Hangzhou. Of course, Hangzhou silk enterprises have been implementing brand strategy in recent years, and already have a large number of well-known trademarks in China.

Three difficult problems to be solved

Reporter: in your opinion, what problems remain to be solved in the development of Hangzhou silk?

Fei Jianming: I think the first is the insistence and transfer of the real industry. Hangzhou Silk enterprise Faced with the enormous pressure of difficulty in recruitment and high labor costs, we must take precautions to solve the sticking to and transfer of the real industry. First of all, we should stick to the fact that after all, Hangzhou has the soil and environment suitable for the development of the silk industry, and it is the distributing center for the world's silk business. Secondly, we should shift the manufacturing part to the lower cost area at the right time, and retain the design and marketing in Hangzhou, and realize the sticking to the physical property industry in the way of transformation.

Second is the revolution of production mode and marketing mode. In my opinion, in less than ten years, we may no longer have silkworm farmers and reeling workers. The only solution is the revolution of production mode. The way of mulberry cultivation and silkworm breeding that has been passed down for thousands of years has been transformed into the way of workshop rearing, and the artificial silk reeling has been evolved to full intelligent silk reeling. We must completely change the traditional revolution and truly liberate the productive forces. Hangzhou's silk enterprises began to mainly engage in foreign trade, and entered the domestic market in the past ten years, but the net sales have changed the world in ten years. Obviously, the marketing mode of Hangzhou silk has not kept pace with this change. It is still rare to realize most of the sales of silk enterprises on the Internet. Even a lot of enterprises have not yet touched the net, and only the innovation of marketing mode can ensure that Hangzhou silk is brave.

The third is the high-end and civilian products of silk products. The debate on these two points is common in newspapers. In fact, this is a false proposition, just as the clothing industry should be Versace or UNIQLO. An industry has both high-end brand and parity brand. This is king's way, it is brand positioning for different consumer groups, and is the embodiment of differentiated marketing strategy. As we all know, "Silk nobility" is much more sung, and it will indirectly raise the price of cocoon silk, so as to affect the "price determined by supply and demand". market Law. Therefore, the silk companies in Hangzhou just need to identify the brand positioning of their own businesses.