Can "Xun Xing Zipper" Break The World?

China has become the largest zipper production place in the world, and even the world's first brand Japan's YKK has shifted its production focus to China. Started in Jinjiang, China's zipper capital. Zipper brand Xun Xing SBS, after 20 years of hard work and experience accumulation, has become China's first world second. But like many famous zipper brands such as YCC, YQQ, WHH, FFF, Sanli, CMZ, LDD and HSD, it can only be separated from the low and middle end market. Can it break the millennia and surpass the Japanese YKK and Swiss RIRI?

Xun Xing zipper, how to break the millennium?

Although the zipper is small, it is necessary for clothing. garment accessories The industry has a pivotal position and therefore has a large market value. Today, China has become the largest zipper production place in the world. Even the world's first brand YKK (Yoshida Kogyo Kabushikikaisya) has shifted its production focus to China, and the zipper brand in China is also rising rapidly along with the economic development and the demand of the Chinese market. Xun Xing, the zipper brand founded in Jinjiang, China's zipper capital, has been on the top of the world's second zipper manufacturer in China after more than 20 years of hard work and experience accumulation. However, it is famous for many well-known zipper brands in China. YCC Like YQQ, WHH, FFF, three forces, CMZ, LDD and HSD, we can never get rid of a magic spell that can only be separated from the low-end market. The global high-end and luxury market has almost been monopolized by Japan's YKK and Switzerland's RIRI. As a leading brand of China's zipper, Xun Xing zipper (SBS) stands at the forefront of the world's zipper market. Is it willing to be the second year of the millennium?

Xun Xing zipper, how to break the millennium?

As we all know, Asia has the cheapest human labor cost in the world, especially in the large population of China, which has become a global commodity factory. Regardless of the clothing industry or electronic products, large enterprises will consider or have moved the factory into China. For Chinese manufacturers, low-cost production seems to have become a competitive advantage, but it has also entered a strange circle, that is, it can not always be recognized by high-end consumers and customers in terms of technology and quality. This phenomenon is particularly prominent in the raw material market or auxiliary materials market, such as the zipper market in garment accessories industry. Chinese brands always fight against the international zipper brand in a low profit wave.

Small brands in big categories

Zipper, though garment accessories, has strong vitality, because no product has been able to replace the function of zipper so far. As a result, many zipper manufacturers in China have gathered in the three industrial bases of Qiaotou town, Fujian Jinjiang and Zhejiang Yiwu in Wenzhou, Zhejiang. They are also called "zipper town of China", "zipper capital of China" and "China zipper industrial base". Conservatively estimated that the total zipper has reached 38 billion.

In the recent press conference of "China zipper's ten well-known brands" held by the China Hardware Products Association, Zhang Dongli, the chairman of the association, first announced the famous brands of zipper industry for the first time. SBS, YCC, YQQ, WHH, FFF, Sanli, CMZ, LDD, HSD and so on represented the domestic zipper brand and beat many competitors to stand out. Xun Xing has become China's first and second of the world's domestic zipper brand.

　　 china zipper The scale of output has been innovating again and again, accounting for more than 60% of the world's total, and 90% of them are exported directly and indirectly to the international market. Our country has always lacked a zipper brand like YKK and RIRI that can be favored by high-end customers, because the high-end market has huge profit returns, so the output value of domestic zippers is still supported by output.

Compared with the high-end zipper market, China's zipper products have not been recognized in terms of technology and technology. Taking the statistics of the 2009 clothing association statistics, the size of the global zipper market is around 60 billion, but 80% of the high profit and middle end markets are occupied by YKK, while the high-end luxury goods market is almost monopolized by RIRI.

Xun Xing zipper is now China's first and world's second zipper manufacturer, but it is still hovering around the middle and low end. Although the market share of YKK is declining gradually, there is no other zipper brand in the near future to shake its position. In the fierce competition in the domestic zipper market, how should Xun Xing retain the position of the runner up to win the first place?

Zipper capital, king of Jinjiang

　　 Jinjiang The zipper capital of China has bred many famous clothing brands in China. As a garment accessories, zippers have become one of the main landlords. Xun Xing also became a local producer under the complete environment of garment industry chain, until it became the first brand of zipper in China.

Founded in 1992, Fujian Xun Xing zipper Polytron Technologies Inc, which was listed on the A shares of the Shenzhen stock exchange in December 22, 2006, has become the only listed company in the zipper industry in China. Xun Xing, as a Sino foreign joint venture, has been developed for more than 20 years and has become the leader of the zipper industry in China. Its short name SBS has become the first Chinese well-known trademark in the domestic zipper industry. It has been registered in more than 70 countries and regions and has SBS offices and exclusive stores. Its products are exported to all parts of the world.

Although the domestic and foreign macro-economy continues to slump, there is no sign of recovery in the downstream textile and garment industry in the short term. The zipper and button industry is hard to predict its expected benefits, but Xun Xing still moves forward in an orderly way. In the first half of 2013, the company achieved operating income of more than 490 million yuan, an increase of 5.62% over the same period last year, with a total profit of nearly 47 million, an increase of 66.07% over the same period last year, and net profit of nearly 38 million, up 85.81% over the same period last year. Although operating income has a certain gap from the annual target of Xun Xingxing's growth of 10%, the net profit of 85.81% has far exceeded the planned target of 20%. We can see that the development momentum of Xun Xing is still very strong.

Although profits are growing rapidly, Xun Xing still has a lot of things to do than YKK, which is 10 times the price of other zipper brands. At present, as a representative of China's brand zippers, Xun Xing should be YKK, advancing towards the high-end market and marching towards the global market. {page_break}

The magic of domestic zippers

In the international trade market, Chinese products have absolute price advantage, but the quality of products has always prevented them from taking a place in the high-end market with high profits. So is the zipper industry.

At present, China has become the largest zipper production area in the world. The hourly wage of the zipper industry in China is about $0.5, which is 21% in Mexico, 18% in Turkey, 8.33% in Korea, 1.8% in Japan, 3.3% in the United States and 2.6% in France. The same kind of zipper costs more than 3 times higher in developed countries than in China. Because of the cheap labor force, the competition of China's zipper products in the international market is the low-end route. The zipper produced by our country has monopolized the low end market in 100% of the world. And because of the "temptation" of cheap labor, YKK, the world's first zipper manufacturer, built the largest production base in Shanghai, China. The factory, which occupies 217080 square meters in Minhang District, Shanghai, has become the world's largest producer. Its annual zipper can reach four hundred thousand kilometers and can orbit the earth for ten weeks. This is China's charm as the world's factory, and also a "Curse".

Compared to the high-end zipper international market, especially for the international famous brand products, the quality of the zipper products in China is unstable and the problem of product personality is insufficient. Although China is currently the largest producer of zippers in the world, there is still a gap between the comprehensive evaluation of products and the world famous brands. Take our main competitor, YKK, Japan. At present, the international high-end clothing, bags and other required zipper products, will choose their company's products.

Today, the competition in the global zipper market is mainly reflected in three aspects: cost, quality and innovation. In the coming years, the global zipper market will continue to grow with the rapid development of textiles, bags, shoes and sporting goods, and maintain an average growth rate of 20%. Facing the future, there are opportunities. But the domestic zipper can not jump out of the curse to grasp the opportunity, we must look at ourselves.

　 Technology is still a weathervane.

Combined with the current competitive situation and future development prospects of the zipper market, the domestic zipper brand, the international zipper first brand YKK and the luxury zipper brand RIRI zipper have already occupied the low-end market, the high-end market and the luxury goods market, and the key factor leading to this competition pattern is still a big gap between the domestic zippers in terms of technology and design. If the domestic zipper wants to enter the international high-end market, it depends on how the leader brand of the first domestic brand Xun Xing zipper is laid out and broken.

In the face of the future zipper market, Xun Xing can rely on the current high-quality partners in the domestic market to maintain a high market share, and with the development of the domestic clothing brand and the increase of consumption demand, Xun Xing can still advance steadily and steadily.

While ensuring the steady advance of market share, Xun Xing should practice internal technology in R & D and design. Although Xun Xing has been technically recognized by the state and many customers, such as the national recognized enterprise technology center, National Laboratory, SBS zipper college. But how much is it possible to get the recognition of international high-end brands by rating China's low-end market standards? How to get the recognition of high-end market, RIRI's brand forging road can be used for reference.

The main reason why RIRI brand zippers can provide apparel and box zipper services to international luxury goods such as Burberry is that it has some quality demanding customers and shows their advantages in quality.

RIRI group has two business departments, one is the clothing business department, its service range is conventional clothing and outdoor sports equipment, such as fashion, luggage, ski suit, outdoor camping, etc., and the other is high-tech business department, which is mainly responsible for high-tech fields such as military police, air navigation, fire fighting and lifesaving. Although the hi-tech business department has not crossed with the apparel business department, it has already affected its word-of-mouth direction.

New brand new marketing

The technical performance of products is difficult to display gold content through the conventional business environment, because many zippers are auxiliary materials for general clothing, especially for brands like zunxing, which provide zippers for the low-end clothing market, it is hard to find opportunities to show the technological content of their products. So even if we have technology, we will encounter two bottlenecks, one is the image of the original low-end brand word-of-mouth; one is unable to prove the quality and technological strength of our products through persuasive ways.

It is difficult for the same brand to control the low-end and high-end market at the same time. Xun Xing has been blocked by YKK and RIRI on the way to high-end market. If we create another brand of zipper, it will not only affect the original low-end market business, but also slowly consume the high-end market. Moreover, there will be no crossover between the two brands in the competition. If there are two risks in developing the high-end market with the original brand, one is that the high-end market will be unaffected by the price of raw materials because of the special consumer groups and the price influence is small. If xunxing uses the original price, it will be difficult to persuade the high-end market customers. Secondly, it is difficult to divide the same brand with different prices, and it is very difficult to compete with the "RIRI" customers who specialize in the high-end market. If the price is unified, the original low-end customers will be affected.

Therefore, if we want to tear up the high-end market and luxury market monopolized by YKK and RIRI, we should use important research and development technology to breed a brand new high-end brand, which will not affect the original customer base, nor will we need to pack the low-end market products with higher cost technology to create unnecessary input.

With high-end brand and high-end technology support, how can it be displayed? The development of science and technology in China is the best opportunity. Whether it is aerospace, military development or many scientific research, it will involve strict requirements for garment accessories, which are all opportunities. Although this is the old road that RIRI has gone through, China currently has such an environment to test the achievements of scientific research and development of Chinese zippers and other garment accessories. This opportunity is not only a test for oneself, but also a proof for customers.

For millennial second Xun Xing Warning, if you want to surpass YKK and also be RIRI, it can't be achieved by Chinese low-cost production. What is more important is to jump out of China's high-yield and low quality circles, reach the international level in technology, and at the same time show its own technological strength. More importantly, how to build its own brand new high-end brand through the construction of new technology and high quality new marketing is SBS's own brand name.