The Competition Of Home Textile Brands Will Eventually Turn Into Cultural Wrestling.

< p > Yang Zhaohua: the competition of home textiles will eventually become a cultural competition. < /p >

The experience of < p > Zhejiang home textile shows that laissez faire competition is easy to form "a href=" http://www.91se91.com/news/list.aspx "ClassID=101112107105", "homogenization" /a ", and fight against each other. The government conducts appropriate guidance and support to form industrial clusters.

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< p > market competition is undoubtedly the invisible hand to promote the emergence of industrial clusters. However, there is another hand, which is also crucial to the formation of industrial clusters.

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< p > this financial crisis has led to a reflection on the over free market economy, and called for the government's appropriate intervention in the industry to become a mainstream again.

The textile industry is among the ten major industry revitalization plans promulgated by the State Council.

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< p > "Zhejiang home textile was once a supporting role in Guangdong. Nowadays, Guangdong's home textile is not as good as Zhejiang. An important reason is that the government does not attach enough importance to it."

As one of the leading enterprises, Yang Linshan, a popular leader, recalls about ten years of entrepreneurial history.

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< p >, it is precisely under the joint promotion of the market and the government that the Zhejiang home textile industry cluster has become the benchmark of the home textile industry.

At present, Zhejiang has three major bases: Yuhang, Shaoxing and Haining. Among them, Yuhang is also known as "China's silk weaving base" and "China's famous cloth art city", with 3 state-level famous brands and 20 provincial and municipal famous brands.

Otas, Zhong Wang, Ke Lida, Zhong Ya Bu tiger and other famous brands have emerged.

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< p > < strong > the pushing force behind the industrial cluster < /strong > /p >

< p > "if there is no government, it is very difficult for industrial clusters to form, completely free, easy to form homogenized competition, and fight against each other. Therefore, we still need to have forward-looking, positioning and inaction."

As a direct promoter of Yuhang's home textile industry cluster, Chen Bingxin, director of Yuhang Economic Development Bureau, is quite touched.

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While promoting the formation of < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107107" > industrial cluster < /a > P, the local government of Yuhang is committed to the double support and guidance of policies and specific measures.

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< p > relative to the increasingly marginalization of home textiles in Guangzhou, Yuhang home textile has become a pillar industry in the region.

In June 2009, in the industrial planning of Yuhang District, the five major industrial clusters were mainly made home textiles.

In the same year, Yuhang was listed as China's home textile association and Zhejiang industrial cluster demonstration area.

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< p > Yuhang launched the brand strategy in 2002, and issued a reward policy: if it is identified as < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > China famous trademark < /a > or "Chinese famous brand", the government will reward the enterprise 500 thousand yuan (after added to 800 thousand yuan); it is recognized as a famous trademark at the provincial level, and the government awards the enterprise 100 thousand yuan.

Over the years, the reward amount in Yuhang has totaled 12 million 280 thousand yuan.

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< p > at present, there are more than 4000 home textile enterprises in Yuhang. In Yuhang District, according to the principle of gradient cultivation, the planning of famous brand products in home textile industry is formulated.

Roll out the list of famous brand products annually and implement dynamic cultivation management.

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At the same time, Yuhang District publicize the overall popularity and influence of "Yuhang home textiles" through various exhibitions, forums and other channels.

Yuhang has organized corporate groups for ten consecutive years to participate in the August Shanghai international home textile exhibition, as well as China (Guangzhou) Home Textile Expo, Frankfurt Home Textile Expo and other professional exhibitions at home and abroad.

Yuhang has also successfully held the Zhejiang home textile exhibition in conjunction with Shaoxing for three consecutive years, while in World Expo, the "fan Bang pillow" from Yuhang entered the VIP area of World Expo China Pavilion.

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At the same time, Yuhang district is also very visionary in implementing the project of the head of the enterprise. It organizes 100 executives to Tsinghua University and Zhejiang University every year to broaden their horizons. At the same time, Yuhang also set up a young entrepreneur strategy training class, selecting 30 to 50 people every year, and taking them into the well-known enterprises to learn.

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< p > < strong > pformation from manufacturing industry to cultural industry < /strong > < /p >

< p > the formation of home textile industry cluster, in addition to the promotion of local governments, there is actually another driving force, that is, the relevant industry associations.

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< p > at present, the ten major industrial clusters formed by the home textile industry, or the twelve bases, are all in the planning of the former Ministry of textile industry (later changed to the China Textile Industry Association). Yang Zhaohua, President of the China Textile Association, believes that "optimizing the industrial layout will guide enterprises to enrich product categories, coordinate the coordinated development of the regional home textile industry, build an industrial synergy system, form industrial complementarity and upgrade, and enlarge the international competitive advantage", which is the mission of the association.

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At the same time, Yang Zhaohua believes that, regardless of the development of the country, the region or the industry, the future competition is cultural competition. The pformation of the home textile industry from the manufacturing industry to the cultural industry is the future trend.

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Yang Zhaohua, when he visited the Shenzhen cultural exposition, saw the display of some intangible cultural heritage such as hand embroidery and paper cutting by P.

"These products give me a fresh look. Can Chinese textile products also display original design with unique Chinese national characteristics?" Yang Zhaoshan said.

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< p > at the fifteenth China home textile exhibition, the China Home Textile Association organized an exhibition area of 600 square meters of "intangible cultural heritage of China's home textiles". Yun brocade, Dong brocade skills, Suzhou embroidery, Shen embroidery, Nantong blue printed cloth dyeing and printing techniques, Miao batik dyeing skills, Lu embroidery and other folk culture and art were displayed one by one, which surprised the people at home and abroad.

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< p > Yang Zhaohua said that the home textile industry as a "a href=" http://www.91se91.com/ "creative culture industry < /a", only in the local culture on the basis of the integration of national elements and international trends in order to design good works, in order to create a different from the west, independent innovation of home textile fashion trend, and the developed countries to compete.

"We should not just protect them in museums and become antiques, but we should actively inherit and develop them so that they can get new life in modern life".

Yang Zhaohua said.

To this end, the China Textile Association has led the establishment of China's home textile arts and culture Specialized Committee and China home textile culture and Arts Center.

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< p > Yang Zhaohua has more hopes for China's home textile industry to pfer to the smiling curve at both ends.

"The hand embroidered dragon and Phoenix slippers in Gansu can sell US $more than 100 on the Internet, and we still have a shortage of demand. If we can carry Chinese culture, we can get higher added value."

Yang Zhaohua said.

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< p > "intangible heritage" has accumulated 5000 years of cultural details, which is an inexhaustible source of innovation for China's home textile design.

It can bring original inspiration to Chinese designers and promote the level of home textile design in China.

Yang Zhaohua thinks.

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< p > Yang Zhaohua also said that he would work with the Dunhuang Research Institute to search for elements related to home textile culture from numerous Dunhuang grottoes, and commit herself to long-term research and excavation, in order to combine < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107102" > traditional element < /a > with industrialization.

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