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Yang Shibin: Thinking About "Winning In Changing Circumstances" Of Knitting Industry

2014/7/12 8:45:00 30

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Yang Shibin Knitting Industry Winning In Changing Circumstances Thinking

July 3rd, the 2014 China Knitting Industry Development Forum and the third annual China knitting industry cluster annual meeting was held in Liaoyuan, Jilin, China's famous city of socks industry.

The theme of this conference is "brand, innovation, fashion and Upgrading -- brand and marketing in the Internet Era".

The first half meeting was presided over by Zhao Hong, vice president of the China knitted Industrial Association. The second half of the session was chaired by the president of the China Textile Industry Federation and chairman of the China knitted Industrial Association, Yang Shibin. The whole forum lasted 3 hours, and the atmosphere was warm and full of seats.

The popularity of the field also shows the industry's high concern and expectation for the new ideas and new directions of the future development of the knitting industry.

< a href= "http://sjfzxm.com/news/index_c.asp > > high-end view < /a > /p >

Chinese knitting: win in "change" Bureau /p >

Yang Shibin, assistant to the president of China Textile Industry Federation and President of China knitwear industry association, taking the "China on the needle" as the preface, combining the current situation of the textile industry at home and abroad, made an important speech entitled "winning the" change "Bureau in the forum, and reminded the vast number of enterprises to seek breakthroughs in the" change "and create business opportunities.

in his speech, he talked about the industry changes of Liaoyuan socks industry. He said that in 2005, he first came to Liaoyuan. In almost 10 years, great changes took place in Liaoyuan.

The first change is that 10 years ago, when I came to Liaoyuan, I saw many socks of Adidas, Nike, Puma and so on. After 10 years, he still saw the socks of these brands.

But what's different is that 10 years ago they saw fake goods, and now they are all produced by these buildings in the Liaoyuan socks Industrial Park.

About how to look at and control the counterfeit situation, the then city leaders told me that when everyone had entrepreneurial enthusiasm, we could not manage it against the angle of counterfeiting, because we had the sprout of brand awareness, so we had to plan and guide.

The second change is the change brought by the Internet age.

The protection of brands and intellectual property rights is due to the fact that Liaoyuan has grown and become stronger after nearly 10 years of development. Compared with some of the lower end products, it has been pferred to Liaoning and other regions. The next problem is that someone has been copying us.

So brand protection and intellectual property protection are closely related to us.

Yang Shibin pointed out that in 2013, the fiber processing volume of textile industry increased by 6.8% compared with 2012.

Preliminary calculations show that about 58% of the total fiber processing in the world.

In 2013 1~12, China's textile and clothing exports amounted to US $292 billion 100 million, an increase of 11.24%, accounting for 36% of the global textile and clothing trade.

In 2013, the total exports of the knitting industry amounted to US $109 billion 700 million, an increase of 12% over the same period in 2012, accounting for 3/8 of total textile and clothing.

In 2013, the growth of fixed assets investment in the knitting industry was ahead of the whole industry, and the investment in knitted apparel increased by 42%.

2013 is not a very optimistic year, but this growth is very eye-catching, because the growth of fixed assets investment means the growth of 6~10 months in the future. If this data is accurate, according to this data, the knitting industry will still maintain a relatively high growth rate this year.

At the same time, from the perspective of the profit growth of our knitting industry, the profit growth of knitting industry in 2013 was remarkable, and the profit of knitted fabrics increased by 30% over the same period last year.

Last year, the knitting industry has become an eye-catching subdivision of the entire textile and garment industry.

according to the statistics of the National Bureau of statistics, the total amount of e-commerce pactions in 2013 was 2 trillion and 380 billion yuan, an increase of 29% over the same period last year, accounting for 24% of the total e-commerce pactions in the country.

Online clothing sales increased by 502 billion 580 million yuan to 45.4%, and sales based on mobile networks were 169 billion 630 million yuan, up 168.6%.

It is nearly 4 times the growth of online clothing.

at the same time, there has been a particularly big change in the industry investment since the first quarter of this year. The eastern part is larger than the central part, and the central part is larger than the West.

The reason is that the original industrial pfer is not completely established in this year's difficult situation, because the new round of investment represents technology and capital intensive, which requires talents to be concentrated.

The degree of Talent Gathering in the central and western regions is not as good as that in the East.

In this round, the East will speed up the distance between the central and western regions at a faster pace.

In addition, in 2014, the export volume and amount of knitted fabrics to the four key markets of the United States, the European Union, Japan and ASEAN were all increasing.

The number of ASEAN accounts for 23.5%, and the ratio is 29.2%.

Yang Shibin emphasized in his speech that the market should be "changed" and that the government should think about "change".

This view has won wide support from the delegates.

He analyzed that globalization has promoted the rapid growth of emerging economies such as China, and the market has undergone tremendous changes.

In 2001, China's import and export trade totaled US $500 billion, and by 2013, China's total import and export volume exceeded US $4 trillion.

The impact of the financial crisis on all the members of globalization is the first blow to the highly developed bubble economies. The de bubble of the consumer market has seriously affected the emerging economies, which is characterized by overcapacity.

The forces that drive global economic development converge between developed economies and emerging economies.

But the performance is different: developed economies rely mainly on technological revolution, while emerging economies rely on the growth and maturity of manufacturing.

in his view, the change of government thinking is very deep and different from the past.

In this regard, the market plays a decisive role in the performance of enterprises at the level of tax reduction, urbanization accelerated pace, at the social level as investment.

He pointed out that the consumption market is in a state of value formation and consumption is much changed. Therefore, we should consider 4 questions: why is the network developing rapidly? Why is China's network developing more rapidly? Is China's consumer market growing or stagnant? Who is the consumer? Who pays for it? Simple things make money, and complex things do not make money.

First, the Internet develops fast because it is simple; second, China's network develops fast; third, all Chinese brands have high inventories. We can see that ZARA, H&M and UNIQLO are opening a large number of stores. This shows that China's consumer market is growing.

First, under the background of globalization, we must take a larger view to consider the layout.

Second, the contradiction between high cost and structural contradictions is mainly reflected in the fact that skilled talents restrict the development of enterprises.

Third, the "man-made peak" has become the final determinant factor for enterprises to compete for talents. We should promote the construction of talents in a targeted and sustained way.

"under such a background, no one can know what to do in the future, but we have to predict the future, because the world is unpredictable, and we hope to win in a changing environment."

Yang Shibin said in his speech.

< a href= "http://sjfzxm.com/news/index_s.asp >" expert interpretation < /a > /p >

we can not have no brand, good brand is molded in this way .

In order to fully understand the status quo of the industry, the needs of enterprises and the popularization of knowledge about brand intellectual property rights, the forum invited Li Zhenzhong, director of the leading group of the Ministry of Commerce of the people's Republic of China on the work of combating the infringement of intellectual property rights and the manufacture and sale of fake and shoddy goods, and delivered a speech on "market regulation and intellectual property protection" at the meeting. P

He pointed out that the whole country has made new progress in striking against intellectual property rights and manufacturing and selling fake and shoddy commodities, with notable results.

However, we should also recognize the new characteristics of intellectual property infringement cases, mainly involving the wide range of commodities, the increasing difficulty in case investigation, the rising of network infringement and counterfeiting cases, and the increase of cross regional cases.

At present, the work of doubles is entering a new stage. It is necessary to promote a good convergence of administrative law enforcement and judicial enforcement, actively promote the construction of social credit system, strengthen regional joint enforcement mechanism, improve the level of inspection and testing, and vigorously promote the construction of intellectual property rights.

Liu Dongsheng, deputy director of the fashion and creative industry development research center of Donghua University, director of the Department of business administration, Donghua University School of management, gave a brilliant speech on the brand and marketing of the Internet age. P

Through vivid examples, this paper expounds how to establish brand and how to develop Internet marketing.

He pointed out that the times are changing. We should not just regard the Internet as a channel, but create products for consumers based on the Internet.

He believes that, first, enterprises can not have no brand; second, the brand that the audience understands is not necessarily the brand that the enterprise wants to create; third, the brand must have the "culture" symbol, it originates from the interaction between the brand and the consumer; fourth, the brand must have the "hard power" support; fifth, the brand must have the "history" accumulation; sixth, the brand dissemination carrier must advance with the times.

In his view, brand value is measurable.

Brand is not complex, its significance lies in the distinction and quality commitment, brand is not only a name, but also a symbol.

For consumers, the important role of brand is to identify the source of origin. For enterprises, brand can simplify the way of identifying and protect their legitimate rights and interests.

We make socks for selling money, the Internet is the window for our products to voice, and also the channel for us to sell our products.

He stressed that brands must interact and pay more attention to the consumer experience. The experience that socks bring to consumers should be more related to the lifestyle of consumers and to "slow" life.

"For example, Starbucks's coffee is not the best drink, but it provides consumers with third space apart from home and office."

For example, he said.

the globalization of current brand brings more uncertainty. It is both an opportunity and a challenge.

PUMA's positioning is related to pornography and young people's rebellion, so it has no way to become the top two brand in China. This also shows that maintaining the brand itself is the key.

He reminded enterprises, first of all, to establish some brand elements; second, to skillfully learn to use brand management tools; third, a reasonable choice of brand equity assessment, in this process, we should not ignore the elements of international brand building: history, slogans, badge, ceremony, magical terms, legendary heroes.

You know, consumers do not buy functions, but programs.

Enterprises should be clear about what socks they produce to solve the problems of consumers.

socks Market is changing rapidly. Brand building has become the key to winning.

The market needs high quality and famous brand socks.

Therefore, socks enterprises need to use good brands to develop the market.

Finally, Liu Dongsheng gave four core points: first, brand value is the first, not marketing first; second, equal emphasis on consumption and respect for consumption habits; third, the Internet is not used as a channel to make products based on the Internet; fourth, what we are concerned about is not the Internet, but the mobile terminal.

[in-depth analysis] /p >

the second half of the meeting, another important content of the conference is the interactive dialogue on topics such as "brand building and marketing" and "cluster regional brand construction" held by President Yang Shibin. Lei Jun, director of the Specialized Committee of the China Department Store Association, Specialized Committee, director of the China knitwear industry association socks, Specialized Committee, chairman of Shanghai AI Gu Textile Co., Ltd., Sun Yiren, Datang town Party committee secretary Xu Hong, chairman of Tian Sheng Jun of Jilin northeast hosiery textile industrial park development Co., Ltd., Li Yi, Secretary of the Party committee of Guo Guo Town,

All the leaders and experts who participated in the interaction introduced the successful experiences and lessons learned from their respective regions or companies about brand building and marketing.

topic 1: Thinking in brand building and marketing

must be high standard .

Lei Jun said that because of the strict relationship between the soldier and his family, he became strict with Sheng Xifu and later became a businessman. I think there must be a businessman's standard.

The Beijing Sheng Xifu hat shop on Wangfujing street is the semicolon of the Tianjin hat shop in Beijing in 1937.

Sheng Xifu hat shop was founded in 1911.

In the first year of the Republic of China (AD 1911), tin three joined hands with people in Tianjin, and in the streets of the city of Tianjin, they opened their home, Sheng Fu Fu little hat shop, worked hard for 6 years, and opened the Sheng Xifu hat shop alone in the French concession.

In order to create famous brands and prevent counterfeit copying, the government applied for registration of the "three cap" brand at that time.

"at present, we are making OEM enterprises that are processed by foreign brands. In my view, they are doing their own brands."

Lei Jun believes that one of the criteria for measuring brand is brand positioning.

Now enterprises are faced with not having no brand, but how to make the OEM that they are making into their own brand.

In 2012, the hat Specialized Committee was established, and there were more than 13000 cap factories. After the establishment of the hat industry, there was a lot of competition between the hats.

Therefore, in his view, people and work must be high standards.

"It's not that you are making a brand, but you are doing it. If you do something well, then the brand will do well. This is what I have been emphasizing the standard of being a man."

Lei Jun said.

win, it is changing .

the answer given by Sun Yiren is "winning is changing." he said: "today's theme brand, innovation, fashion and upgrading are the way out for our socks enterprises.

Now, the profit space of socks production is decreasing. Where is our living space? Only change.

Speaking of innovation and change, over the years, we have been honing us with the growth of our socks enterprises, but we have also gained some results in this area.

In the 80s of last century, the Chinese high quality brand he founded was famous at that time.

Sun Yiren said that the first innovation in creating the brand was talent. When the brand was founded, there was an important principle: never hiring the sales elite of the socks sector. The second innovation was to enter the supermarket. The establishment of the supermarket channel could be said to be somewhat similar to the current electricity supplier channel. The sales manager asked him if the supermarket was not selling food. How did you sell socks? They just succeeded.

In the 90s of last century, the famous little Hua Gao was bought by foreign knitting crocodiles. The innovation of these big crocodiles was based on two points. One was that they had big brand management experience, the other was that they had money in hand and willing to throw money.

"After 2000, we started our own business to do OEM agent processing. Many high-end products of the brand were processed by us, but brand control was in the hands of others, and there was no way to spread them.

Therefore, we must innovate and take a new road.

President Yang Shibin pointed out two ways to us, one is to make the brand, the other is to extend the industrial chain.

Sun Yiren said, now we are in the United States to operate their own brand, with "talent first" as an innovation, recruiting senior managers of the United States, including business talents, management and management personnel, their wages may be five or six times that of me. We hope to have new development in the United States, extend their industrial chain, cooperate to establish their own warehousing and logistics, extend the front of our socks industry to the front, go directly to the brand design, and extend to the rear to go to warehousing and pportation.

topic two: how to lead the brand building of the cluster area /p >

do small and micro financial services /p >

on industrial upgrading, Li Yi said, Zaozhuang City Central District has also done some work in industrial upgrading. Before they produced mostly OEM products abroad, and the products were mainly made of pure cotton fabrics. With the help of industrial pfer, they began to attract some enterprises producing and dyeing high-grade fabric products to settle in tax town.

At the same time, we also explored some patterns in financial services for small and micro enterprises.

"Our city central district has established a small and micro enterprises small Assurance Association with the Federation of industry and commerce, textile association and banks. At the same time, we have explored the mode of fixed assets mortgage loans, giving support to enterprises in financial services, and promoting enterprises to develop better and faster."

Li Yi said that more than 90% of their products were sold abroad, including Europe, America and Japan. Now many manufacturers are cooperating with domestic brands to make brand processing points, and occupy two markets at home and abroad.

two markets coexist

Xu Hong said that the industry of socks industry in Zhuji can go to the present day, benefiting from the combination of government and market players.

He said that the leading role of the first plan is very important. The Zhuji municipal government has formulated the "12th Five-Year" development plan for the Datang Hosiery Industry, including the detailed planning of industrial pformation and upgrading; second, the supporting role of the policy, and the government has introduced a series of supporting policies in the aspects of brand building, technological innovation and channel expansion; third, the publicity and creation has been strengthened; the Datang socks industry has become a regional brand, attaches great importance to the publicity and creation of the brand; from the regional brand, the enterprise brand to the product brand, last year, it also held the hosiery fair, unified the Datang VI visual identification system; fourth, paid attention to the introduction of talents, and now the competition is the competition of talents.

"I very much appreciate Yang's viewpoint of" artificial peak ". Under the fierce competition of talents under the online competition, we also pay special attention to the development of e-commerce market, specially introduce policies to train owners at all levels to carry out e-commerce, and specially set out e-commerce area.

Xu Hong said that both the development and design of electronic commerce and products, including the research of new materials, badly need the construction and support of talents.

Through the physical market, the development of the industry is enhanced. The two markets under the online and offline coexist to support the development of Zhuji industrial cluster.

talent area bottleneck /p >

"the theme of this time we decided to be e-commerce. In fact, our main learning object is Zhuji Datang town. The industry scale of Liaoyuan Hosiery Industry is 70 billion yuan, not 1/10 of Zhuji, so our pressure is also very great. How to learn advanced is a problem we need to think about now."

Tanaka said, now the market for Sanda is a big market for us. The Internet is a big market. What is the future of the Internet as a market? I think the Internet can solve two problems for us. First, the geographical problems of Liaoyuan. The Liaoyuan area is relatively remote and the region is not dominant. The second is that Liaoyuan has no advantage in talent. The best Internet is Hangzhou. There are many talented people in Shanghai, Hangzhou and Guangzhou. We are now trying to train talents, but it is too difficult for us. Although we have many talent policies in our city, and we are always hungry for talents with "digging" and "grabbing", there is no way to put the reality here.

Now we are talking about brand, we are thinking of survival, in Liaoyuan, there are more than 700 socks enterprises for us how to live is the most important, not how to develop brands, channels and so on any gorgeous thing, the emergence of the Internet can solve the two problems of time and space.

Next, if we do not study the Internet, it will be difficult for us to develop our geographical and talent disadvantage. So this time we are going to use the Internet to solve our current bottlenecks and obstacles.