Transformation Of Butterfly Sewing Machine In Shanghai

Clicking the pattern on the electronic screen of the fuselage or downloading the "sewing home" App by mobile phone will only take two or three minutes, and the outline of a half flower will appear on the stitch.

Used to step on blackheads.

It takes half a day to make the pattern. This wireless remote sewing machine can be completed in a few minutes.

"From the traditional black sewing machine to the modern multifunctional household machine, this pformation is not only a market force but also an active choice."

Fang Haixiang, chairman of Shanghai Shang Gong butterfly sewing machine Co., Ltd.

At present, China's consumption is experiencing a shift from quantity to quality, from wave to individuation.

When some traditional time-honored brands fade out of the market, butterfly sewing machines enrich their products, enhance their quality and create new products.

And get a new life.

Butterfly sewing machine brand was founded in 1919, and in early 1970s, it was one of the three pieces of marriage with the "Forever brand bicycles" and "Shanghai brand watches".

The highest annual output reached 1 million 520 thousand units before and after 1995, but thereafter

The decline of the butterfly production led to a fall in 2000.

For some people, sewing machines are not only a good memory, but also an irreplaceable "complex".

"How can we get into the homes of ordinary people once we have a hundred years old brand?" Fang Haixiang sighed.

In 2001, butterfly company and Shang Shang Bei Bei Limited were reorganized to become the brand of Shang Shang Shen Bei.

After the reorganization, butterflies began to look for opportunities for revitalization.

In China, the market for home sewing machines is fierce. Overseas, European and American sewing machines can produce various decorative patterns except for straight sewing. They have changed from labor clothing tools to DIY creative tools.

"The old brand achieves the Phoenix Nirvana, can only take the road of innovation.

We have always hoped that butterfly products are not only a practical sewing tool, but also a kind of leisure entertainment and toys that can carry consumers' emotions. "

Fang Haixiang said.

The company began to pform the shape and function of the machine - "Bao Gong black" evolved into a lightweight, fashionable and beautiful mini butterfly.

At the same time, the establishment of "Butterfly" sewing bar and cloth creative studio has led to the cultivation of sewing culture.

Butterfly "wings" effect, attracting more and more "sewing friends", Butterfly brand is gradually "flying back" to the hearts of consumers.

Over the past 10 years, from the black sewing machine to the wireless control sewing machine, butterfly has introduced three types of mechanical, electronic and computer based more than 60 kinds of household multifunctional sewing machines.

In 2014, when the production of household sewing machines dropped by 8%, butterfly household sewing machines sold 530 thousand units a year, an increase of 35.5%.

In 2005, Shang Shang Shenbei bought German dekpu Aihua joint stock company, then acquired Germany's 100 Fu, KSL and other companies, and integrated Germany's advanced technology and craftsman spirit into the traditional sewing machine's blood, making butterfly the time-honored brand more and more luxuriant.

In the exhibition hall of Shanghai Shenbei group headquarters, the reporter saw a three-dimensional sewing robot platform demonstrating "three-dimensional sewing": a black car dashboard leather workpiece was mounted on the fixture, and the robot grabbed the sewing machine head 360 degrees to rotate freely, sewing and cutting process at one go.

A few minutes later, the interior of a car dashboard was sewn up.

Today, the sewing machine under Shing Shai has been used to produce bags such as LV and Coach.

The three-dimensional sewing machine is also used for sewing carbon fiber composites, and has become a major supplier of sewing process equipment for Boeing, Airbus and domestic Shang Fei aircraft manufacturing companies.

"Never forget your heart, but always."

Fang Haixiang said, "the inheritance of a brand requires generations of painstaking efforts. In the era of" Internet + ", we need both technological innovation and artisan spirit. We hope that butterflies can fly again in the hands of our generation.