Upgrading Brand "Gold Content" Machine Instead Of Labor Force

In recent years, Textile and clothing Enterprises to enhance the brand "gold content", the machine instead of labor, Dongguan's textile, clothing and footwear industry, from the past pure processing and manufacturing, gradually to the R & D design, advanced manufacturing and brand marketing in the direction of integration, no longer serve as a low-end "world factory", but committed to the "smile curve" at the two ends of R & D and marketing, while improving the technical content of the middle part, to seize the high-end international industrial division.

Machine instead of labor

"The needle is accurate, and the equipment can start to sew up exquisite parallel stitches and frontal traces, high-speed sewing and beautiful stitches, which is equivalent to the workload of more than ten people." The latest technology product of the name Ling Industrial Automation Technology Co., Ltd., the direct drive computer flower ornament machine, has broken the fastest sewing speed in the world. Compared with the traditional model, the machine operation time has been reduced by about 28%, and the power consumption has been reduced by about 15%.

At present, there are 600 families in Houjie. shoe machinery Production and sales enterprises, shoe machine industry to save manpower, automation, intelligence as the main direction of attack, product innovation dynamics, speed has been walking in front of Italy and Taiwan shoe machine industry. In the thick Street Hongyun shoes industry, the factory introduced modern equipment instead of manual labor. The factory only saved 30% manpower and only 40% of the workers in the whole process, but the annual output value of each worker increased from 1500 pairs to 2000 pairs, but the output value of production was unchanged. After the use of advanced machines in the oasis footwear industry, the "molding" production line reduced from 100 to 85.

By using more and more advanced machinery and equipment, Dongguan textile and clothing shoes and hat manufacturing enterprises, which were originally characterized by labor intensive, gradually moved towards automatic production and transformed into "advanced manufacturing". Dalang is the world's largest distributing base for sweater processing. At most, there are nearly 500 thousand traditional looms in Dalang, but its efficiency is relatively low. The automation equipment developed by the Manufacturing Engineering Research Institute of Huazhong University of Science and Technology in Dongguan has changed all this. Dalang's loom with less than 50 thousand units has surpassed the capacity of the original 500 thousand traditional looms. After the reduction of workers from the peak of some 150 thousand people to 90 thousand people, the total industrial output value of Dalang increased from 12 billion yuan in 2009 to 19 billion 60 million yuan in 2014. In 2014, the gross output of sweaters per year was 400 million (sets), and the total export volume of sweaters exceeded 2 billion US dollars, accounting for 30% of the total export of sweaters in the country.

Brand success

To enhance the technological content of the middle part of the "smile curve", Dongguan's textile, clothing, footwear and hat industry has changed the business model of the sole foreign trade supporting processing and OEM production. A number of private brand enterprises have emerged and are committed to the R & D design and market at the two ends of the "smile curve". In 1999, YISHION withdrew from the wholesale market, gave up wholesale business, and turned to building a brand monopoly road. Its success encouraged a number of enterprises such as Song Ying, piglet, Ying Qi, long dream and best hope to gradually embark on the journey of brand building. Urban beauty, search for special brands, also abandoned the original workshop and production capacity, and worked hard in the field of brand marketing, R & D, designers recruitment and training, market positioning, channel development and other fields, and finally successfully realized the listing.

In Dongguan's high-end department store, first international, a brand male shoe shop named Tibao aucheho shows its style. The men's shoes here are priced at 2000 yuan and are worth up to ten thousand yuan. In addition to Dongguan, the brand store is now only in the market of the whole country -- from Beijing's Yansha to Guangzhou's luxury goods center. The owner of the luxury brand is actually a local private enterprise in Dongguan -- Qisheng shoe industry. At the opening and closing ceremonies of the 2008 Beijing Olympic Games, the Chinese sports delegation wore leather shoes from Houjie Qi Sheng shoes, including the giant shoes of Yao Ming.

At present, as one of the first ten textile industrial bases in the country, Dongguan has a number of textile and garment industrial bases, including Humen garments, Dali Mao weaving, Houjie shoes, 3 provincial industrial clusters upgrading demonstration zones and famous brand garment manufacturing towns in China. The main business income of 7 enterprises in the textile, clothing and footwear industry is over 1 billion yuan, of which the main income of Dongguan YISHION group is 6 billion 800 million yuan, and 54 kinds of brand names of textile, clothing, shoes and caps.

The establishment of brand of Dongguan textile, clothing, footwear and hat industry is not achieved overnight, but through the construction and evolution process of multi-storey system, including the enterprise brand group, industrial cluster brand and international regional industrial brand. Such as Humen Town, through the cultivation of brand, create Humen clothing innovation center, create a consumption environment, accumulate fashion culture and other ways to achieve product upgrading, upgrading and upgrading the clothing industry. Dalang town has made marketing plans for the wool industry, and allocated about 1000000 yuan to register more than 80 trademarks in Dalang and Da Long Mao in the domestic and even the whole world.

broke the ice

Dongguan's textile, clothing, footwear and footwear industry is also stepping up its ice breaking campaign, which is also based on the "2.5 industry" of producer services. Relying on the garment industry cluster and supporting the garment industry chain, the Humen town takes the international garment trade fair as the carrier, enabling enterprises to have raw materials processing and consultation training, and form an industrial structure network from talent, equipment, design, production, marketing, supporting and integration services. "Weaving city" Dalang also pays attention to improving the urban platform. At present, it has formed 8.9 square kilometers of wool weaving business district and 5 wool specialized streets, which has achieved the gathering of high-end industrial resources.

The transformation of shoe industry is more striking. Because of the rising cost of labor and raw materials, many shoemaking enterprises in Dongguan have moved to cheaper countries such as Southeast Asia. Liu Wei, Secretary General of Dongguan footwear industry association, says that the relocation of shoe companies is only a move out of production, but the functions of raw materials procurement, product development and so on remain in Dongguan. He believes that the footwear industry in Dongguan has formed a complete industrial chain, raw materials and technology have been very complete, mature engineers are also concentrated here, this is the biggest advantage of Dongguan. A large number of R & D companies have fallen in Dongguan. At present, Houjie has nearly 500 shoe R & D companies, and more than 85% of footwear enterprises in Dongguan have set up R & D departments.

At present, 70% of the high-end trade orders in the global footwear industry are in Dongguan. Most of them are in Dongguan production, and some of them are spread to all parts of the country. Orders from enterprises such as Zhejiang and Wenzhou are all issued from Dongguan. Huajian group, one of China's largest women's footwear manufacturers, has opened this year's world shoe headquarters base under the support of Houjie Town, aiming at the integration of the whole industry chain to provide services for local small shoe enterprises. The head of Huajian group said: "this is a R & D center, a trade center, a purchasing center, a testing center and a fast proofing center. We can provide all services related to shoes, save money for small and medium-sized shoe companies and make more money.

With the transformation of the industry, the number of employees in Houjie shoe industry dropped from 147 thousand in 2008 to 135 thousand, and the proportion of professional designers and managers increased from 12.5% to 16.8%. Zhang Ronghua, chairman of Huajian group, analyzed that the achievements of Dongguan's trade and new materials research and development will not disappear. Future trade, settlement, R & D and personnel training will be the space for Dongguan shoe industry. The general manager of the large shoe enterprise oasis shoe company even confidently asserted that "the trend of" made in China "to" China design and global manufacturing "is emerging in the shoe industry.

character

Li Zhimin: do it shoes Regard yourself as a lifelong career

13 years ago, Li Zhimin began to work as a technician in a shoe factory in Vietnam. Since then, he has been working closely with the shoe industry for more than 10 years. In 2008, the world financial crisis brought a great impact to the export of footwear industry in Dongguan. But Li Zhimin came to Houjie Town in Dongguan in 2009 to set up his first company in China, Hongyun shoe industry. Many people are very puzzled about his choice. His view is, which person does not change several pairs of shoes a year, the crisis is only temporary order reduction, shoes always have to do.

Why did you choose Dongguan to choose Houjie? Li Zhimin quoted this saying: if you want to open a shoe factory, go to the streets with empty hands, machines and materials have everything. He said that Houjie has the most complete supporting advantages of the upstream and downstream areas in the country, and is second to none in the world. Most of the friends and friends gathered in the shoe industry for many years are gathered in Dongguan. Today, influenced by labor costs and so on, the trend of the production of footwear to Southeast Asian countries is inevitable. Li Zhimin now has two factories in Vietnam. But he believes that the role of Dongguan is still irreplaceable, which has become the R & D and procurement center of enterprises. "It only takes 3 days to design a new product in Dongguan, and the shoe material needed is half a day. The sample is only half a month away, which is far from being achieved in Southeast Asian countries." Therefore, like most shoe manufacturers in Houjie, Li Zhimin put the R & D center of Vietnam's two factories in Dongguan.

The traditional footwear industry is facing a shuffle. Li Zhimin has always had a very clear idea of transformation, that is, aiming at the high-end market. In his view, China's large number of export enterprises are still taking the low-end route to earn the national export tax rebate, which has great policy risks. Hongyun has been acting as a foundry for POLO, Ralph Lauren and ZARA's high-end brands, with a profit of about $20 for each pair of shoes. He also bypassed the traditional foreign trade companies, directly linked to the brand order, increased the profits of enterprises. In addition, Li Zhimin is committed to shifting from indirect trade to direct trade. In the past, many international textile and clothing footwear enterprises in Dongguan were engaged in international marketing and promotion work by intermediate foreign trade companies, while Hongyun is currently cooperating with a foreign trade company. Most of its business is directly cooperating with end customers, making the profits of each pair of shoes increased by $1 and reducing transaction costs.

Li Zhimin is no longer satisfied with only doing the foundry trade. He believes that the reason why the shoe industry was in turmoil with the international market in the past was that it did not have its own brand and hoped to open a more stable domestic sales market. Hongyun applied for a brand last year. Li Zhimin said that the experience of high-end brands in the processing of foreign trade factories has no problems in the aspects of innovation, development, style and comfort. The difficulty is to change the concept of consumers. But he believes that the Internet era has shortened the time to build brands. Next, we should study the promotion of e-commerce.

"I often tell my friends and staff that enterprises are longer than husband and wife. I regard shoes as my lifelong career." Li Zhimin said so. And Dongguan is the fertile ground for his lifelong career.

An Xia: the hardships and persistence behind the dress

In 2007, Ann graduated from Dongguan University of Technology. In 2011, he came to work as an assistant for Zimple, a Korean clothing brand that has been established for more than a year. At that time, she had never had contact with the field of brand clothing. Beginning in 1999, YISHION represented a batch of garment enterprises in Dongguan gradually embarked on the journey of brand building, selling products through self built or affiliate form, and gradually getting rid of the wholesale market selling format. Since 2010, more and more Humen clothing brands have been brewing transformation. Brand planning and operation have become the focus of these garment enterprises. In 2012, at the age of 26, Ann began to plan and co-ordinate the brand launch. The site, copywriter, music, presiding draft and guest name brand were all run by her hand. At that time, there were not many team members, even the model headgear was made by herself.

An Xia is a native of Quanzhou, Fujian. He lived and studied in Dongguan from his childhood with his parents. As "the second generation of immigrants", who can speak fluent Cantonese has already regarded Dongguan as her hometown. Through decades of struggle, the parents of Dongguan have been able to start their business in the city and provide a stable and easy job for their daughter in the company. But Ann has inherited her parents' enthusiasm to create a free and independent career.

Behind the bright and fashionable industry is hard work, work and work. The most memorable event was the autumn and winter thematic conference held in June 2013. At that time, the venue was selected in an outdoor swimming pool on the top floor of a fitness club. The weather forecast suddenly said it was going to rain. The workers were emotional, emaciated and helped to buy the midnight snack and smoke, and finally finished the task together. At 4 a.m. that day, Ann went home and tidied up. At 7 a.m., she was the first to come to the scene to take charge of co-ordination. At the end of the conference, she took off her high-heeled shoes and jumped into the pool to catch the lights in the rain. She gathered up until 3 in the morning and fell ill just when she got home. She said that these experiences inspired her, and she could deal with any difficulties in the future. Guangdong Fashion Week "annual fashion brand award" and "top ten fashion designers in Guangdong" and other team honor came one after another.

Now, she has put her eyes on creating the "composite concept" fashion brand. She believes that brand clothing should pursue specialization and personalization on the one hand, and seek new profit growth point by way of diversified development on the other hand. Today, in the Zimple store, there are not only traditional women's clothing and accessories, but also creative life products such as vegetable patterned cell phone shells and stone shaped chargers, and are prepared to try coffee drinks and other items, combining fashion with life details.

Zimple brand planning and operation team is also growing, many of the post-90s college graduates have injected fresh blood into the team. As the head of the team, Ann Xia often encouraged his partners with his own experience: to strive for self improvement and self increment, that is, to raise their own salary.

Wu Yingdian: University Teachers "transform" executives of wool enterprises

The white faces were covered with golden rimmed spectacles, and their conversation was gentle and polite. Wu Yingdian, who had the temperament of a book, gave the impression that he was more like an intellectual than a business executive. He is an outstanding graduate of Jilin University. He was a torchbearer of the Beijing Olympic Games during the school. He took a national scholarship, and had double degrees in marketing and international trade. In 2008, he became a teacher in Zhuhai University, and served as a counselor and responsible for student employment guidance. However, boring and too stable work makes him very entangled: I have no real employment, how to help students employment?

In 2011, Wu Yingdian bid farewell to the university faculty, and came to a private wool weaving enterprise in Dongguan, Dalang, as assistant general manager, and then served as assistant to the chairman. Wu Yingdian and his boss met at a dinner party when the boss wanted to turn from foreign trade to brand sales, ready to set up a team of young people, start business from scratch for the two time, and then "dig" him. Why do we choose Dongguan? In Wu Yingdian's view, Dongguan's manufacturing industry is striding forward to the international manufacturing city. It is also the process of transformation and upgrading of the second businesses starting from the zero start of the whole city, and the international trade and marketing of its own specialty coincides with the direction of the development of "two legs" in the foreign market of the big Mao textile industry and the domestic market, so he resolutely invited.

In 2013, Wu Yingdian, 27, was promoted to director of the industry of Isa. In his view, the previous work is mainly administrative management, the assistant is passive work, and as director of the factory after a lot of responsibilities, need to take the initiative to explore the project to do. There are many teachers in the woollen mill. Fu Gang doesn't see him at all. Everyone thinks that a college student is a little bit of a culture and he doesn't know how to produce. Wu Yingdian said, his way is to take the sincere intention to learn the technology of the teachers, and also pay attention to certain skills in management. He soon recognized his way of doing things.

In March 2015, Wu Yingdian served as director of Jiaxin computer knitting Co., Ltd. In view of the rough and chaotic situation of woolen weaving enterprises' workshop stacking and site management, Wu Yingdian boldly proposed the way of introducing electronic enterprises to carry out 5S on-site management: SEIRI, SEITON, SEISO, SEIKETSU and SHITSUKE, and effectively manage personnel, machines, materials, methods and other production factors in the production site. Each piece of material and product is divided into regions, and computer is filed. The workshop is neatly laid out to save space and reduce material loss.

Under the guidance of Wu Yingdian, the company invested about 1000000 yuan to upgrade the environmental protection water washing project, and obtained the license of the environmental protection department, so that the factory's working environment and machinery and equipment meet the requirements of environmental protection. Those enterprises that are temporarily unable to build environmentally friendly water treatment and sewage treatment projects in Dalang are moved to the Dalang environmental protection industrial park. Wu Yingdian said that the government's stricter demand for environmental protection has made Dongguan's natural ecological environment constantly improving and becoming more livable. He not only set up a career in Dalang, but also became a new Dongguan person living in peace and contentment.