Hurun Released The 2019 Global Stockings Innovation Top 100 List, Zhuji'S 26 Companies Listed

In November 18th, the 2019 Hurun global stockings enterprise innovation 100 list (hereinafter referred to as the "list") was released at the fourteenth China Datang International hosiery Fair held in Zhuji, Shaoxing, Zhejiang. China's 36 enterprises ranked first in the world, including 26 socks enterprises in Zhuji, the "socks city of China".

Hu Run, chairman and chief investigator, Hu Run

As the first innovation list for the global socks industry, the list conducts a special study of nearly 200 enterprises in the global industry chain of the global Hosiery Industry. The list is based on the industry cluster angle of socks industry, combined with five dimensions: brand communication innovation, product innovation, technological innovation, channel innovation and enterprise management innovation.

The list shows that the top companies are from 17 countries, and overseas and Chinese enterprises account for 64% and 36% respectively.

From the list of enterprises listed in the country, the largest number of Chinese enterprises, a total of 36, of which 26 are in Zhuji. It also reflects that the brand of Datang Hosiery Industry Based on the hosiery industry cluster has a significant advantage. The United States and the UK are ranked second and third, with 18 and 14 respectively.

Hu Run, chairman and chief investigator of Hu Run, said that Zhuji's leading position in the global socks industry has been very obvious. Especially after 40 years of industrial accumulation and cultural inheritance, the socks industry has combined functions of culture, art and design, integrating intelligence, manufacturing, commerce, research and development, tourism and housing. It has formed a modern industrial cluster with a complete industrial chain and a national characteristic town "sock town".

Focusing on the current development of China's socks industry, Hu Run believes that we should transform the "made in China" into "China's Intelligent Manufacturing" and create 2 of the industrial clusters, including the industrial chain, the Internet, the Internet of things, AI intelligence and new retail.

In addition, on the same day, the Hurun Research Institute also released the "2019 Datang Hosiery Industry Regional brand value". Based on the comprehensive evaluation of the valuation method of the Hurun Research Institute, the value of the 2019 Datang Hosiery Industry Regional brand value reached 110 billion yuan.

It is learned that the concept of regional brand value comes from regional industrial clusters, including regional economic development, stocking culture heritage and stocking industry chain ecology. The core of regional brand value is to construct brand identification, which is formed by the financial cash flow of regional enterprise brand relying on the hosiery industry, based on consumers' awareness of regional brand and regional strategic elements. Zhuji Datang is one of the leading socks industry clusters in the world. The evaluation of Hurun Research Institute starts from the perspectives of regional financial returns, regional industrial chain construction, supporting research and development of regional industry, comprehensive innovation of industrial clusters, and regional social responsibility.

Zhuji has a long history, the traditional industry is the hosiery industry. After 40 years of industrial accumulation and cultural heritage, Datang socks industry has formed a modern industrial cluster of a national characteristic town, "socks art town", which combines stocking manufacturing with culture, art and design, integrating intelligence, manufacturing, commerce, research and development, tourism and housing. Under the support and guidance of relevant government policies, we have promoted the application of the socks industrial Internet platform, and widely used the new technology of knitting socks. We have independently researched and developed the automatic stitching and checking intelligent integrated hosiery machine, forming a comprehensive innovative industrial cluster with the integration of the park digitalization, the design and research and development, and the intelligent production workshop.

From the perspective of brand communication and innovation, Anglo American enterprises have an advantage in the field of marketing. In order to create a circle of influence, British and American hosiery enterprises and many internationally renowned artists cross border linkage (including designers, KOL, stars, etc.), attracting consumers' attention through hot events and personalities, and bringing the brand communication to the extreme. For example, the Stance, the brand of the local socks industry in the United States, will regularly launch various design cooperation series of celebrities personally, including Hello Kitty, snow white, Mickey Mouse and so on.

From the perspective of product innovation, design and R & D is the most important motivation. A pair of socks is not only a simple commodity, but also a condensation of culture and aesthetics. In China's hosiery enterprises, "creativity +" and "Art +" have already merged into one, promoting the development of product innovation. For example, Zhejiang Dongfang has been making innovations in its products, introducing pineapple stockings this year, creating a new burst of digital sales mode, and making use of the marketing techniques of live broadcast and short video to successfully stir up heated topics in the market. On the other hand, the eastern edge makes use of digital technology to build a small scale Museum of cultural arts from the production of raw materials, the production process to the finished product packaging, and speed up the integration and development of enterprise production and industrial tourism.

From the perspective of technological innovation, it can be divided into raw material innovation, hosiery machine innovation, invention patent and so on, which is one of the important sources of competitive advantage of enterprises. For example, the new material technology of Zhejiang Jin Qi, a Chinese enterprise, is the drafting unit of the colored standard of nylon industry. It produces all kinds of colored spinning nylon, Spandex Covered Yarn and functional fiber, which are made of nylon yarn. The company is actively cooperating with Xi'an Polytechnic University, Wuhan Textile University and other domestic universities to realize the integration of production, learning and research, and strive to establish benchmarks for the industry in the field of raw materials innovation.

From the perspective of channel innovation, with the upgrading of consumption patterns, many socks enterprises begin to innovate and transform the production, circulation and sales process of goods, and further integrate online services, offline experience and modern logistics with the help of the big data platform of the Internet of things. For example, China socks industry Zhejiang Shu workshop, focusing on the needle spinning industry for 18 years, online marketing network covers Tmall, Jingdong, vip.com three big electricity supplier platform, not only shows the advantage of the outlet channel, but also has the layout under the online channel, the offline marketing network of Shu workshop has already spread to 27 provinces and 4 municipalities directly under the central government. In 2016, Shu workshop joined hands with spokesperson Jia Nailiang to build the first brand in the domestic knitting industry.

From the perspective of enterprise management innovation, the socks industry in foreign countries further promotes sustainable development and pursues the social contribution of environmental protection. The British brand KV Manufacturing has built a solar sock manufacturing plant, which effectively reduces 20% and reduces annual carbon emissions of nearly 30 thousand kilograms compared to traditional electricity consumption. Chinese socks enterprises focus on the transformation and upgrading of enterprises in the management innovation of enterprises, such as Zhejiang Oriental stockings industry. At the beginning of their business, they began to rely on the generation processing and OEM production. In 2009, they upgraded to original designers and focused on developing classified sports socks for large buyers. In 2015, they launched the independent brand "tough warriors" for the middle and high-end market, developed more professional sports socks, and successfully entered the electronic business platform. (first textile net Martin)

"2019 Hurun global socks enterprise innovation 100 list"

List Companies in China

Source: "2019 Hurun global socks enterprise innovation 100 list"

* ranking is not sequential, according to enterprise name first letter sorting.

Full list

Source: "2019 Hurun global socks enterprise innovation 100 list"

* ranking is not divided into order, according to the number of countries and the initial name of the enterprise.