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Ways To Improve The Market Share Of Garment Brands In Industrial Clusters

2014/4/3 22:43:00 171

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recently, the Ministry of industry and Commerce issued a circular on the pilot demonstration of regional brand construction of industrial clusters, and will build 50 regional brand cultivation demonstration zones in 2015. Through these well-known, competitive, high value-added regional brands, play a demonstration of the driving effect. Through the creation of regional brands, we can further integrate and optimize resources and implement unified standards and norms, so as to build a more competitive public platform, promote the transformation of economic growth mode of industrial clusters, effectively cope with the constraints of production factors, speed up the transformation and upgrading of industrial clusters, and promote the development of small and medium-sized enterprises. 
 according to statistics, at present, China's < a target= "_blank" href= "http://www.91se91.com/" > textile /a > Industry Federation has awarded 197 industrial clusters, and there are altogether 184 thousand textile enterprises. In 2012, the main business revenue of the 197 clusters reached 34400 billion yuan, accounting for 44% of the main revenue of the national textile industry. These textile enterprises adopt the mode of Baotuan development, which can better enhance the market share and drive the local economic development, but there are also some shortcomings, such as lack of innovation in technology, low added value of products, lack of strong awareness of brand and rights protection, and lack of talents. What measures can be adopted to solve these problems more effectively? We listed some innovative initiatives in 3 regions of Tongxiang, Jiangsu, Nantong and Guangdong Shenzhen to share with readers in Zhejiang. 
 Zhejiang .
 Chau Chun silk is .
The basic survey of zhouquan town in Tongxiang city is one of the earliest sericulture producing areas in China. It is a famous sericulture producing area in the country. The silk made from silk floss is a special product of Tongxiang. In history, there is a tradition of manually stripping cocoons to make silk quilts. The handmade technology of making silk quilts is well known. At present, Tongxiang silk has been formed into a chain of silkworms, cotton making, production and sales. In 2010, Chau Quan town was awarded the title of "China's famous silk town" by the China Federation of textile industry. In 2013, there were more than 300 silk enterprises in Chau Quan town. The output value of the industry exceeded 5 billion yuan, and the total output accounted for nearly 1/2 of the whole country, of which 15 were above scale enterprises. 
 1, brand awareness is not strong, enterprise scale is not big /p >
 the problem is that silk industry is one of the traditional industries in Tongxiang. After many years of development, Chau Chun silk industry has advantages such as origin, technology and cluster. But what is lacking is the creation of famous brand and the innovation of marketing mode. Most enterprises are still in the situation of OEM production. Scattered and single small scale production makes it difficult for Chau Chun silk industry to form a scale and climate. Among them, brand building is lagging behind, scattered funds, small enterprises and other problems are difficult to cope with various external situations, and the ability to expand the market abroad is relatively limited. 
 solution applies for collective trademarks, strengthening protection of origin, /p >
 May 2013, Chau Chuen town government organized enterprises to collect the "Chau Chun silk quilt" logo, which is aimed at going out to participate in the exhibition, and can play this sign, enhance its popularity, and make it stronger and stronger. 
 in recent years, the production of Chau Chun silk has gradually entered the specialized track, and the leading enterprises such as Qian Huang, silkworm margin and take-off have emerged. In 2012, only "double 11" one day, Qian Huang silk Co. was sold in Tmall for 60 million yuan. Driven by these leading enterprises, in March this year, Alibaba silk spring museum was formally launched, and 15 silk enterprises in Tongxiang, Zhejiang, were taken together by enterprises. As the first domestic B2B network sericulture hall, the aim is to provide a single source of goods for the majority of terminal retailers through the powerful network coverage of Alibaba. 
 at present, all entry enterprises must sign a supply contract with the silk house, a 30 day trial agreement, a 4 year refurbishment agreement, a quality assurance agreement, etc. The Chau silk silk appraisal center will conduct seven star rating for each product, and once it is discovered that businesses sell fake and shoddy products, it will be dealt with severely. The town's relevant responsible person said that Zhou Chai's help with Alibaba platform is not only to increase the turnover of enterprises, but also to make local silk enterprises develop together, standardize the management of quality and service, change the current situation of low and scattered small businesses, and create the regional brand of Chau silk home textiles, thus promoting the transformation and upgrading of silk industry in Chau Chuen. 
 effective level. 
 2 the quality is uneven, the price is high and low 
 problem statement: except for 15 Enterprises above Designated Size, most of the silk quilts in Chau Quan town are mainly family workshops, with uneven quality and high and low prices. Search from Taobao found that there were as many as more than 21000 stores of silk quilt, ranging from 100 yuan to 5000 yuan. A 2 kilogram of silk is cost nearly 1000 yuan by light raw material and labor cost. Can these hundreds of yuan be real silk quilts? These products with unclear marks and shoddy products seriously disturb the silk market and have an impact on the image of Chau Quan silk quilt. {page_break} 
 solution government, association, leading enterprise three forces joint force /p >
 facing the credit crisis, the Tongxiang municipal government convened a special meeting of the Quality Supervision Bureau, the industrial and commercial bureau, the Public Security Bureau and the Chau Quan town. For all the silk production and circulation enterprises in the city, carpet inspection is carried out. The quality supervision department has intensified the inspection and crackdown. The industrial and commercial departments have also intensified the crackdown on inspections of small workshops and circulation areas without evidence. It is understood that from 2010 to 2012, the city of Tongxiang has investigated and dealt with 61 cases of illegal quality of silk, and transferred to judicial organs for 2 criminal responsibilities. And instructed Chau Quan to convene a quality warning education conference attended by all the main producers of silk production enterprises, small workshops and administrative villages. 
 local industry associations have further strengthened their self-discipline awareness through publicity. At the same time, through publishing industry guidance prices, they have enhanced the ability of consumers to distinguish fake and fake products; they have focused on fostering leading enterprises and famous brands in the industry, and promoted the overall quality level and integrity consciousness of the industry. 
 the local leading enterprise Qian Huang silk quilt is the first company to sign liability insurance with the insurance company. If consumers purchase the quality silk of the Qian Huang brand silk, it is found that adulteration and identification do not conform to the quality problems, and it can be compensated, and promises to refurbish the quilt free of charge every four years. Because Qian Huang silk quilt is a product that really reassuring customers, in 2012, when the performance of the whole silk was reduced, the order amount of Qian Huang increased. 
 effective level. 
 3. The traditional technology innovation is insufficient, and the added value of products is low 
 problem statement < a href= "http://www.91se91.com/news/index_f.asp > > silk < /a > the traditional process has two kinds: first, the cocoon is boiled with high temperature water, then the silkworm chrysalis is artificially removed, and the silkworm cocoons are covered with small rings. In this way, the glue fibers are stretched out, and the quilt is loosely spread by hand. The disadvantage of this technology is that it can not be produced in batches, and the area of silk is easy to shrink, so it usually needs to be refurbished in about 3 years. 
 two is to boil cocoons with high temperature water and directly use machine to draw silk. Then the mixture of silk and silkworm chrysalis was separated by filtering equipment. The separated silk was aired and dried, and the odor was removed by chemical preparation. This process solves the problem of low efficiency of manual drawing, but because silkworm chrysalis can not be completely separated from silk and can not completely remove peculiar smell. 
 solution 12 processes to solve the problem of water washing 
 "the latest development of silk cotton processing technology is essentially different from the traditional mechanism of silk floss technology. It uses physical principles to separate silk from silkworm chrysalis. During processing, the cocoon is stripped from the surface layer to the top of the cocoon, and the silkworm chrysalis is left. The silkworm chrysalis is not broken, and the silk has been stretched without breaking. It has completely guaranteed the silk fiber's original nature and avoided the pollution of silk because of the silkworm chrysalis breaking. Silk fabric with long silk and long mesh size can be used to solve the problem of silk deformation. Chen Guodong, deputy general manager of Anshun quilt and Clothing Co., Ltd. 
 according to Cai Yingxian, general manager of Tengfei quilt Co., Ltd., at present, several enterprises in Chau Quan town can produce washable mulberry silk quilt. The quilt is made of the best silkworm cocoon double cocoon, and from the cocoon and silk to the finished product to share 12 production processes. Washable mulberry silk quilts are interwoven with silk and silk floss. Silk only through physical technology to ensure its anti viscosity, so that after washing no sticky, no plate, no deformation. 
 Cai Yingxian said: "at present, the company strengthens research and development efforts in silk floss degumming, drawing, quilting, fabric and packaging, introducing new technologies and technologies, and constantly improving the technological content of products." 
 effective level. 
 Jiangsu .
 Nantong home textile > /strong > /p >
For more than 30 years since the reform and opening up, Nantong's home textile industry has developed rapidly. Home textiles is Nantong's traditional industry, leading industry and rich people's industry. Nantong Home Textile City and Haimen Jieshi Bridge International Home Textile City are well known. There are 1420 design offices (rooms) around the two big markets, with 2309 designers, creating 212 thousand new flowers every year. Half of China's home textile products come from Nantong, and two home textile markets have more than 12000 households. In 2013, the annual sales volume of home textiles reached about 102200000000 yuan, earning more than 21.2 billion US dollars. It became the largest industrial cluster with the largest scale, the highest degree of agglomeration, the strongest innovation ability and the best protection of property rights. 7 enterprises such as golden sun, violet and Jode home textiles have become Jiangsu's industrial design demonstration enterprises. In many people's eyes, home textiles is undoubtedly a shining card in Nantong, becoming the largest home textile research and development, production and distribution center in China and the world. 
 1, the protection of intellectual property rights is not enough 
 problem stated that Nantong home textile industry is constantly strengthening IPR protection, but in 2000 home textile enterprises in Nantong, 80% of R & D investment accounts for 3% of the total income of enterprises, 80% of enterprises do not have their own brands, so the design is mainly imitation, and the phenomenon of product homogenization is serious, which restricts the further development of Nantong's home textile industry. 
 in the case of copyright disputes, the nature and status of grass-roots copyright management organizations are not clear enough. Only by giving full play to the functions of social intermediary service organizations, accepting complaints is still limited to voluntary mediation by both sides. These lack of innovative products, on the one hand, hit the initiative of the original authors, on the other hand, also weakened the competitiveness of Nantong's home textile industry. {page_break} 
 solution set up intellectual property rights quick protection center 
 January 19, 2013, Nantong (Home Textiles) intellectual property rights rapid protection center was approved by the State Intellectual Property Office. In December 2013, it was connected with the State Intellectual Property Office, and decided to put the newly developed patent application intelligent examination system in Nantong Home Textile City, and began trial operation. The first batch of 39 channel enterprises entered the fast confirmation channel. The center of rights protection carries out pre examination and examination of enterprise inspection data, simplifies the work process, and reduces the patent application time to 30 working days in Nantong home textile city. As of March 12th this year, 5 enterprises have applied for 223 appearance patents through the fast protection center. 
 effective level. < 
 2 lack of design talents /p >
"P >" problem statement "Nantong textile industry is developing rapidly, but overall, home textile design is still in its infancy and needs to be strengthened and expanded. Nantong's more than 200 design companies, dozens of large, only 1~2 small, lack of well-known design masters at home and abroad, brand design companies. Some companies lack design capabilities and are sometimes accused of correcting copyright infringement. " Tang Ji Xin, President of Nantong home textile design industry association, said. According to statistics, at present, Nantong's home textile industry < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > comes from more than 20 provinces (autonomous regions) of the country. Among them, more than 80% are young people under 30 years old. Although these young designers have a large number of people, they are not organized. They are in a state of being alone. They are generally faced with the problems of larger working life pressure and larger mobility. 
 solution to build a platform for talent exchange /p >
 June 2013, "Nantong national modern service home textile research and design industrialization base" was demonstrated by the expert group. The establishment of the national modern service home textile research and design industrialization base can not only train a number of modern textile home textile research and design enterprises with the characteristics of "specialized, refined, special and new", promote the transformation and development of Nantong's home textile industry, but also increase the system function of local industrial clusters, reduce the cost and risk of technological innovation in the region, and improve the competitive advantage of science and technology service products. 
 this year, the Nantong home textile design industry association was established to provide protection for original works of local designers, and also provide an important platform for Chinese textile arts and crafts designers to show their skills. Home textile pattern design is the driving force for the development of home textile industry. According to statistics, there are about 2500 home textile designers engaged in home textile design industry in Nantong, creating 100 thousand new flower types every year. 
 effective level. 
 Guangdong .
 Shenzhen dress > /strong > /p >
 the basic situation is in the department stores and shopping centers of major cities in the country, and many brands of "Shenzhen a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "brand occupy the most dazzling storefront. Ladies' houses, Ji Houfeng, Ricci, Lang Dai, and katton have become fashionable new stars in China's fashion world. They have realized the dream of Shenzhen costumes and have made Shenzhen's fashion industry brilliant. According to the data of Shenzhen garment industry association, as of 2012, the clothing industry in Shenzhen has realized output value of 160 billion yuan, exported about 8000000000 dollars, more than 2500 garment enterprises, about 300000 employees, more than 800 private brands, and the products sold well in more than 100 large and medium-sized cities in China, and established the leading position of Shenzhen fashion industry in the domestic first-line brand. 
 1. The size of the enterprise is small, and there is a shortage of talent reserve /p >
 the problem is that there are fewer institutions of higher learning in Shenzhen, and lack of clothing design talents and management talents. Although there are high-end designers who won top awards for clothing, they are not more than a dozen people, but they can not meet the needs of large number of garment enterprises in Shenzhen. 
 solution set up design school .
 the Shenzhen Institute of fashion design, established by the local government, has established more than 20 years of professional training for more than 40 thousand professionals. The school has become an indispensable and solid backing for the training and delivery of garment talents in Shenzhen and surrounding areas. At the same time, the school adopts the way of integration of production, study and research to cultivate talents for enterprises to meet the needs of enterprises. 
 validity. < 
 2 the development history of fashion is short, and the cultural inheritance is not enough. 
 the problem stated that the development of women's clothing brand in China started from the end of the 80s of last century. With the further opening of the national market, the consumer's thirst for fashion is like sponge. It was not until the mid 90s that a group of students graduated from fashion design department began to create the first batch of fashion women's brands in Shenzhen. 
 solution the traditional manufacturing is also changing to the fashion industry .
 at present, Shenzhen women's wear has changed from traditional a href= "http://www.91se91.com/news/index_c.asp" > industry < /a > to fashion and creative design industry. For this reason, the government has increased investment in exhibition and public platform construction. And proposed to build Shenzhen women's clothing regional brand, planning and construction of Shenzhen garment industry gathering base, and began to promote Shenzhen women's clothing as a whole, put forward the upgrading of Shenzhen women's clothing manufacturing base to fashion show Trading research and development center.