Why Do We Need To Strengthen The Textile Subdivision Industry? Shaanxi Yulin Gives 3 Reasons.

In February 25, 2018, Pingchang Winter Olympic Games Closing Ceremony host country handover ceremony "Beijing 8 minutes" artistic performance Among them, 22 sets of "light and warm, windproof, breathable, athletic and luminous" costumes attract people's attention.

In nylon soft shell materials, the challenge of outdoor low temperature below 20 degrees Celsius is not the common feather and down goose on the market, but the wool floc from Yulin, Shaanxi. This "secret" is the collective pride of Yulin's woolen clothing manufacturers, but they also maintain a mild and low-key character like their character.

As a subdivision industry of wool textile industry and winter clothing, Yulin's wool cold proof clothing industry has been quietly working for more than 30 years, and now it has matured. Yulin now has wool cold proof clothing enterprises. More than 300 families In which enterprises of scale have More than 20 families 。

The biggest feature of Yulin's wool cold care clothing is relying on high-quality wool raw material resources. , With wool floc as filler, the effect of keeping warm and windproof is excellent. Therefore, it has always been a hot market in winter in cold regions, but it is not known to consumers nationwide. "Beijing 8 minutes" in a sense, let Yulin wool cold clothing ushered in the high light moment.

With more and more high light moments coming, Yulin's confidence and determination to make stronger cold proof clothing are growing stronger.

Reason 1: wool textile complex in a city

For a long time, in many people's eyes, Yulin's city card is "home owned mine". There are up to 8 major categories and 48 kinds of mineral resources in Yulin, especially coal, oil, natural gas, rock salt and other energy mineral resources. However, Wool textile, the livelihood industry, has been another city card of Yulin. It can be called the group memory of several generations of Yulin people. Today, Yulin has realized the sustainable development of resource cities, and the wool textile industry is also a powerful starting point for the local government.

Yulin is the largest non sheep raising area in the country and the largest city of cashmere production in China. In 2018, Yulin's wool production reached 4492 tons The annual output of cashmere is One thousand four hundred and three Tons, accounting for about the whole country. 10% 。 The natural length of cashmere in Yulin is 5 centimeters Above, fineness in 15 micron Inside, the fineness, length and cashmere yield of cashmere are the leading domestic market. The superior materials attract the high-end users who "know the goods". In 2018, the Ningbo cashenny group's top quality cashmere production base was listed in Yulin, the largest exporter of cashmere yarn in China. "Yulin white" cashmere yarn is also renowned worldwide for its exports.

Relying on such strong raw material advantages, the Yulin wool industry has a long history and has written a brilliant page of Yulin industry. In the 80s of last century, a number of state-owned wool textile enterprises represented by wool mills became the backbone of Yulin's industrial economy, and the gross output value of wool textile industry accounted for more than 60% of the total industrial output value of the whole city. After entering the 90s of last century, state owned wool textile enterprises withdrew from the stage of history. Eldest brother, seven sheep, Monsel A number of private enterprises have come to the fore. Yulin wool textile industry, represented by floc filling wool cold proof clothing, has launched the two venture, positioning and subdividing the market, and has gone out of the road of a distinctive product.

For Yulin people, it is their dream of "universal dream" to revive the strong wind of wool spinning. Hou Zhihong, general manager of Yulin wool cold clothing industry association and general manager of Yulin sheep boss group apparel Co., Ltd. Told reporters that many entrepreneurs of Yulin's woolen clothes enterprises were once farmers, and this industry provided them with opportunities to change their fate. They also made contributions to improving the lives of local people. According to statistics, There are more than 30 thousand employees in Yulin's woolen industry, more than 5000 people in distribution industry, 270 thousand sheep farmers, and nearly one million farmers. The income of sheep in key rural areas is more than 70% of the per capita net income of farmers.

Hou Zhihong, President of Yulin wool cold proof clothing industry association and general manager of Yulin Sheep Group Clothing Group Co., Ltd. (right three), introduces the technical superiority and functional characteristics of the products.

"Yulin's wool textile industry is closely related to the work of helping the poor and enriching the people. The government is concerned about supporting the development of the wool industry and has been included in the municipal government's work report every year. At present, Yulin has held 4 successive fairs of wool industry, and is preparing to introduce 8 measures to support the development of wool industry in the near future. He Ye, deputy director of Yulin Municipal Bureau of industry and information technology In an interview with China textile daily, The development strategy established by Yulin industry is "one body, two wings and coordinated development". "Integration" is the energy and chemical industry. The "two wings" are equipment processing and agricultural products and other characteristics of the deep processing of resources and wool spinning processing industry.

At present, there are more than 350 wool and winter clothing processing enterprises and associated enterprises in Yulin. The annual output of wool cold proof clothing reaches 16 million, with an annual output value of nearly 3 billion yuan. The market covers more than 20 provinces, municipalities and autonomous regions, and sales account for 75% of the same products in the country. Yulin has become the largest production base of wool cold proof clothing in China, and has been awarded the title of "China's famous brand of wool cold proof clothing" by the China Textile Industry Federation and the China clothing association.

A city needs not only a business card. Under the new thinking of sustainable development, a industry that concerns poverty alleviation, people's livelihood and a broad mass base will undoubtedly become a "new" business card in Yulin.

Reason two: iterative updating of a product

What are the advantages of the industry?

Yulin's wool cold proof clothing is not surprising, but it is a hero on word-of-mouth. Many consumers have become repeat customers and free salesmen after crossing. Middle aged and elderly consumers have a higher demand for warmth, but of course they have become loyal customers. The rise of the new generation of "fans" is because they are "the best gifts to parents" from mouth to mouth.

The most distinctive feature of traditional Yulin wool cold proof clothing is mainly in wool floc filler. Wool fiber is natural hollow, moisture absorption, sweat function is strong, resilience is good, not easy to feel flat, with cotton, feather and other unparalleled cold advantage. Wool has good biocompatibility with human skin tissue, and generally does not cause skin allergy. It is suitable for many consumer groups. However, the core area of "warmth only" also limits the geographical breadth of product consumption. If we encounter warm winter again, the impact on sales will be more direct and intense.

In recent years, the leading enterprises of Yulin's winter cold clothing have made great efforts in product research and development, not only improving their wearability and functionality, but also making innovations in fashion and multi category development. First, precise positioning. We should grasp the special characteristics and focus on making floc and filling winter clothes, not going to the red sea of cashmere sweaters and other markets to "toss". Two, conform to the fashion trend. In the light, youth, fashion and comfort, we have developed many cold proof trousers and vests that can be worn out and can be bottled. In consolidating the cold areas and the middle-aged and old consumer groups, they have begun to be recognized by young consumers. Three is targeted at specific groups. For example, the special needs of pregnant women, arthritis patients, special bodies and specific occupations, and so on, when developing products, they should be market participants. Four is to increase the technological content of product development. For example, add functional materials such as heating fiber and graphene on fillers and fabrics, expand product functions and increase added value of products.

In developing new markets and new channels, Yulin's woolen clothing enterprises also began to exert their strength. 。 In addition to consolidating the traditional markets such as northeast, North China and Northwest China, local enterprises have opened up South market in recent years, and the market has covered the whole country. More than 20 Sales in provinces, municipalities and autonomous regions account for the total sales volume of similar products in the whole country. 75% 。 Many enterprises began to sell through the electronic business platform, so as to achieve a wider area of word of mouth. Some powerful enterprises plan to try the international market, broaden their horizons and accumulate experience through participation and cooperation, and begin to consciously reserve talents.

"Sheep boss" is the leading brand enterprise in Yulin's winter clothing industry. According to Hou Zhihong, the company attaches great importance to product technology and quality, and built the enterprise technology center. A wool product has to undergo 9 levels of inspection in the whole production process. In order to improve the level of design, enterprises in Beijing, Shanghai, Guangzhou and other talent intensive cities to set up R & D centers, to high-end high-end fashion development, covering the elderly, young and middle-aged and infant clothing. Yang boss also set up a flagship flagship store in Tmall mall and Jingdong mall, and online sales account for 12% of total sales.

Since 2011, Monsel clothing group has joined hands with Xi'an Polytechnic University to set up a functional wool cold proof clothing research and development center, and has developed more than 200 kinds of varieties of high grade wool cold proof clothing, and has obtained 6 exclusive patents and new applicable technology patents with exclusive technology. In order to take a new path in brand promotion and product promotion, the company's marketing department has set up a full-time promotion team, formulated the "shopping mall passenger flow introduction plan", created the "customer development six step method", and effectively improved the product's social awareness. They also started to advance to children's clothing earlier, and initially created the brand surrounding mascot.

In recent years, Yulin has carried out industry university research cooperation with Beijing Institute Of Fashion Technology. North clothing has been divided into two batches to design more than 100 new fashions of wool cold proof clothing for Yulin, which is provided to Yulin's Woolen enterprises. 。 In cooperation with international and domestic design companies, Yulin has jointly established the "international wool product design innovation research and development center", designed and developed new products, promoted the application of new technologies, and analyzed and studied new trends. At present, Yulin wool anti cold clothing enterprises have successively built 3 Shaanxi provincial enterprise technology centers and 14 national patents. The eldest brother, seven sheep and Monsel became the independent brand enterprises of textile and clothing, which were mainly tracked and cultivated by the Ministry of industry and the China Textile Corporation.

Reason three: self upgrading of an industry

In 2019, Yulin's woolen clothing enterprises had just experienced a warm winter baptism. After 3 consecutive years of sales, the warm winter in 2018 led to a reduction in overall sales of Yulin wool anti cold clothing, and some enterprises had a stock of up to 40% of their products. Besides, Some raw materials distributing centers and commodity distributing centers have also begun to produce wool cold proof clothing, which has brought competition pressure to Yulin's Woolen cold proof clothing industry.

A blessing in disguise is a blessing in disguise. Under pressure, Yulin wool anti cold clothing enterprises have a stronger desire to upgrade themselves, and the mentality of the leading enterprises is more positive.

"Warm winter just let us calm down." Hou Zhihong believes that the wool cold proof clothing is functional and rigid, and has great market potential. Enterprises should take the confidence and determination to do two things well. One is to practice internal skills on products, and the two is to innovate ideas in developing the market. There is no fixed mode to do well in enterprises. Each has its own way of doing things. It can not aim at one market and take the same road. Yulin enterprises have to look a little further. There is no way to squeeze the market at low prices. "

Indeed, from the low, small and scattered Yulin wool cold proof clothing industry has now shown strong trend of stronger, and the strong leader's role has set a benchmark for the industry. Yang Baoqing, former chairman of Yulin wool cold proof clothing association Talk about, There are a number of private entrepreneurs struggling in the market in Yulin. Many of them have witnessed the change of industries from decentralization to embrace. In 2012, after the establishment of the Yulin wool anti cold clothing association, efforts were made to serve the enterprises well and promote common progress and achieve high quality development. As the chairman unit, the eldest brother plays an exemplary role in strengthening the enterprises, actively communicates with government departments, and drives the industry to progress together.

He talked about it. With the expansion of the market scope of enterprises, the problem of only marking the landmarks is becoming more and more serious, which restricts the development of Yulin enterprises. 。 At present, the association is actively promoting the establishment of standards, providing better development conditions for enterprises and industries.

For Yulin's wool cold proof clothing industry, enterprises urgently need to establish industry standards, which is just a need to face the market space and self upgrading. Products, brands, industrial strength and influence are also a necessary condition for the development of industry standards.

Jia Junxiang, chairman of Yulin seven sheep Garments Co., Ltd. Told reporters that in 2019, enterprises had to do a lot of things, including R & D design, variety quality, management system and personnel training.

The earliest wool cold proof clothing enterprise in Yulin -- Yulin red willow Garment Co., Ltd. In the 20 years of development, it was in trouble. In 2013, the salesmen reorganized the company, restructured the organization and opened up sales channels to achieve sustained growth in the 6 years.

Yulin Xin Tian You industry and Trade Co., Ltd. In the market, "subtraction". Compared with the previous practice of "sprinkle pepper noodles" in the market development, the company now concentrates on North China, has gained a good market share, and has made a unique debut in the Shandong market.

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On the road of industrial upgrading, the struggle of enterprises can not be separated from the guidance and support of the government. In recent years, the relevant competent departments of Yulin have issued a series of preferential policies, such as construction support, land expropriation concessions, technical reform grants, loan discount, brand building award, product promotion award, and high-end talent introduction subsidy, so as to promote the transformation and development of the wool industry. The wool cold proof clothing industry has also been listed as the development focus of the relevant planning of provinces and cities, and strive to build China's first class wool cold proof clothing industrial base.