Jie Liya: This Winter Is Not Cold.

A financial storm that has shocked the world has swept across the globe, and the world is facing the most serious financial crisis since the great depression in 30s.

Export decline, tight credit, high production costs, and constantly squeezed profit margins...

Small and medium-sized enterprises are facing many difficulties.

At present, some textile enterprises, especially small and medium-sized enterprises, are faced with survival predicament. Apart from being influenced by many factors of external environment, their own management problems can not be ignored.

In today's uncertain market situation, it is often the blind and romantic decision-making of some entrepreneurs who are divorced from reality, pushing textile enterprises to the brink of life and death.

However, in the wake of the financial tsunami, the Clivia group should be calm and independent.

This is undoubtedly due to the foresight and foresight of Shi Changjia, chairman of the board of directors of the group five years ago.

"I have always been grateful that the towel industry in China still has no strong international brand to occupy the domestic market, and there is no strong domestic brand to compete with us.

This is a rare historical opportunity. It is a real opportunity. "

When the foreign trade business in China is as long as the vine of spring dew, many enterprises have abandoned the domestic market, and have developed a lot of export business. When they go abroad to enter the foreign market, Shi Dong has gone against the trend. He has looked at the domestic towel market vacancy and thinks that the domestic market also has the inestimable potential.

In early 2003, Shi Dong resolutely chose to sharply reduce the foreign market and vigorously develop the domestic market.

And for the first time, put forward the brand development strategy in the towel industry of China, and become the first "crab eating" person in the Chinese towel industry.

Since then, Jie Liya quickly and effectively seized the domestic towel market with high brand value added and high quality products, and quickly became the brand carrier of the towel industry in China.

According to statistics, in 2008, domestic trade accounted for more than 90% of the total sales volume, the actual sales year-on-year increased by 72%, and domestic sales outlets expanded to 30000.

Facts have proved that Shi Dong's decision is correct and wise.

This financial tsunami has inevitably affected Chinese enterprises.

Statistics show that in the first half of 2008, 6.7 or more small and medium-sized enterprises went bankrupt.

As a labor-intensive industry, small and medium-sized enterprises in textile industry have closed down more than more than 10 thousand, and 2/3 textile enterprises are facing difficulties.

In addition, according to the CBRC statistics, the loans of major commercial banks in the first quarter of this year exceeded 2 trillion and 200 billion yuan, of which only about 300 billion yuan loans were implemented to SMEs, accounting for 15% of all commercial loans, 30 billion yuan less than the same period last year, and financing is in urgent need.

The gradual downturn of the crisis has made the market stagnation an objective reality. The reduction of profits and the shrinkage of production scale will be a common problem faced by enterprises in the coming period.

But at the same time, the consumer market still exists.

Opportunities and risks coexist. If the economy is depressed, if there is the ability to seize market demand, then risk will become an opportunity.

As a result of its accurate market positioning and years of development, the company has strong advantages of its own capital operation, good reputation, huge domestic marketing and customer network, and extensive sales channels. It has not only been significantly affected by the financial turmoil, but has successfully attracted nearly 500 investment outlets, including more than 30000 outlets in the whole country, and the product sales area covers the remote areas such as Xinjiang, Tibet, Qinghai and Inner Mongolia.

Sales in the first half of 2008 increased by 87.71% compared with last year, and the expected growth rate will reach 72% throughout the year.

With the advent of Christmas, new year's day, Spring Festival and other festivals, the group buying business is also in full swing.

If you sit down and watch it change, you will not be able to save it.

To be vigilant in times of danger is a must for enterprises to survive.

Facing a serious financial crisis, if we can only wait passively and passively respond, we hope that the economic situation will improve next year, which will obviously have a great negative impact on the development of enterprises.

Therefore, every textile enterprise must face the reality, take the initiative to fight, accelerate the pformation and upgrading of enterprises, and strive for survival and development.

In order to get through this tsunami more smoothly and safely, the group also took a series of measures to cut firewood and keep out the cold ahead of time to cope with the financial tsunami and promote the pformation, upgrading and innovation of enterprises.

First, we must stick to the road of brand building and pay attention to the long-term strategic development plan of enterprises.

This is the way and policy that Jie Li always adhered to.

Market economy is brand economy in the final analysis. China has entered the brand theme era of global economic integration instead of the initial labor decision era.

For the business war in the era of peace, the competition between enterprises and enterprises is no longer limited to the competition of talents, resources and territory size, but more importantly, the competition among brand strategies.

Especially in today's Wall Street financial turmoil sweeping the world, the world economy is facing a reshuffle.

For the domestic towel market, it is faced with a change that has not been achieved.

How to stand out in this great change and become a brand name towering tree standing in the eyes of consumers has become the most important choice for consumers to truly recognize the "first brand of towel industry in China".

To achieve this goal, the only way out is to take the road of brand and base on brand management.

Two is to strengthen production research and development, enhance and enhance product competitiveness.

Quality is the soul of products, and ingenious design is the first element to seize the mental resources of consumers.

"We have the best technology in the world to have the right to speak in the market".

In order to add a touch of warmth to the harsh winter of the tsunami and to survive the winter safely, the group has intensified its research and development efforts.

From the increase of design funds to the improvement of design software and proofing equipment, all of them have been integrated and upgraded.

In addition, the company also introduced a large number of world-class advanced equipment, and laid a firm foundation for the company's product production and quality improvement.

At the same time, with the rapid improvement of the brand awareness of Jie Liya, the market demand of Jie Liya towel has been increasing, resulting in a serious shortage of production capacity and personnel.

To this end, the Group vigorously develops the construction of farmers' processing business bases.

In order to solve the above situation and meet the market demand, the company has also carried out a larger production base reorganization and reorganization, technological pformation and expansion and infrastructure construction.

Three is the advanced market of the advanced army and the added value of products.

This is also a necessary measure to achieve sustainable development.

One of the biggest characteristics of traditional manufacturing industry is small profits but quick turnover.

However, judging from the current industrial background, relying on this mode of survival will be more and more difficult, so we must take the road to enhance the added value of the brand.

It is precisely because of this consideration, jellias on the basis of the original "jelliya" towel brand, the group has another registered "GRACELAND" (jelly Alan) this high-end brand of fashion household products.

"Our industrial chain is expanding from traditional products such as towels, underwear and underwear to modern fashion household products, such as bedding, art candles, cosmetics and skin care products, etc., through the appropriate brand extension to enhance the profitability of enterprises."

Improving the added value of products is only one way to break through the traditional manufacturing industry.

In the eyes of Shi Lei, President of Jie Li Ya group, through a certain proportion of virtual operation, "ship to sea" and "brand operation" may be a real breakthrough in the pformation of traditional manufacturing quality.

Four, we must unswervingly do a good job in attracting investment and the construction of the model market.

Marketing team is always the first main force to survive, and investment promotion is the top priority of marketing.

The economic crisis has severely damaged the domestic economy, the domestic production enterprises' production costs have risen sharply, and the large number of enterprises' foreign trade to domestic sales has made the domestic market more competitive. All these have decided the problem of 2009 investment difficulty.

In this regard, through the introduction of a series of sound and perfect dealer assessment and evaluation system, Jie Liya carries out a comprehensive assessment of the existing dealer teams, rewards and punishable goods, and leads to the survival of the fittest.

For the new dealers in the blank market, dealers should select the best and focus on the quality of investment.

At the same time, in 2009, the group will also set up a domestic model market in key distribution areas, facing the market and turning danger into opportunity.

Of course, the arrival of the economic crisis has another potential impact on enterprises, which is the crisis of confidence.

It is more necessary for our staff to maintain full confidence in our leadership team.

I believe that under the strong leadership of the top of the group, the winter wrapped by the financial tsunami is not cold for Jie Liya.

Yang Jing: editor in charge