Facing The Downward Pressure Of The Market, Keqiao'S China Light Textile City Has Been Exposed To Cold Weather By All Merchants.

From a riverside cloth Street 30 years ago to the Chinese Textile City gathered by merchants, Keqiao has written the legend of textile. The cloth sold here annually accounts for 1/3 of the country's total and 1/4 of the world's total.

As Asia's largest light textile professional market, China's textile city has a complete industrial chain behind it, of which printing and dyeing enterprises account for 1/3 of the total and half of the province. Market, industry and city are mutually integrated and mutually successful. This is indeed an excellent window to observe Zhejiang's economy. How will China's light textile market go in the past 2019? How well are businesses doing business? Are printing and dyeing enterprises better off? With many concerns, reporters went to China's Textile City, visited businesses and asked enterprises, trying to explore the economic hot and cold from their stories.

Cold and warm

Domestic sales are not booming, export growth is going against the trend.

At 8:30 in the morning of November 29th, a cold breeze and a gust of wind blew away, Zhou Jinping hurriedly pulled the loose black down jacket zipper, protected his neck, and quickly moved to the state textile market in China's Textile City East market.

There are 21 textile market fabric trading areas in the market. In Keqiao, the floating population is almost the same as the local population. Nearly 70% of the workers are engaged in textile related industries. Zhou Jinping, from Jiujiang, Jiangxi, came here to sell cloth for 10 years.

"Well, if you go directly to the warehouse to see the goods, do you want to send the goods directly or directly?" It was not until around 10 a.m. that Zhou Jinping received the first list after the opening day. "160 meters, almost two." She murmured, "I don't know what happened this year. The list is getting smaller and smaller. Customers used to be single cylinder and two cylinder underground."

One cylinder is almost 900 to 1000 meters. "This year's domestic sales have not been good in previous years, maybe our home is dedicated to autumn and winter cloth, this year the temperature is high, so it has been affected." Zhou Jinping told reporters that bang yuan textile has been operating in the East market for more than 20 years. In the past, the domestic market of the company was officially launched in July and August, and then entered the peak season. There will be two busy tides before and after double eleven and double 12. "You see, this year, it will be two or twenty days. I am not busy at all." After that, she stopped talking and showed reporters that there were few people walking around the shops outside the shop.

Liu Zhirong, the wife of Huafeng Textile Shop, whose distance is less than 100 meters, also said that the days were hard. "Difficult last year, business is harder and more stressful this year, and sometimes it's going to blow up. Compared to 5 years ago, sales have shrunk by more than half. Product changes too fast, heavy cargo, money can not be recovered is Zhou Jinping and Liu Zhirong's common feelings.

"Surely you can't" earn "as you did in the earlier years. Chen Lihui, a textile marketing department on the first floor of the C market in the joint market, told reporters that the change in clothing industry is consistent with the downstream garment industry. The demand for fabrics is small, orders, batches and personalization are the trend, which means that money is getting worse and worse. At the age of more than 40, she was the two generation of cloth. He came to Keqiao from Putian, Fujian in 2000, and founded "rice textile" in 2003. Now, the baton is in the hands of her daughter, Chen Xiaoting, who graduated from design in 1992.

In the autumn and winter, fabrics are new, but the shops are full of beautiful patterns. At first glance, they think they are fashion shops. Chen Lihui introduced that the samples are designed and printed by the company itself, mainly reflecting the diversification of fabrics. "The samples we design are more focused on keeping up with fashion trends. They can not only embody the characteristics of fabrics, but also provide inspiration to customers and enterprises, so as to improve the practicability and success rate of products." The combination of fabric and design makes "Mishan" win the favor and stable orders of many women's brands.

In the eyes of Chen Xiaoting's three generation of cloth, the era of running volume by parents has been turned over. Relying on this treasure land in Keqiao, she is confident that "the red sea can also turn into a blue sea". A 300 square meter fabric experience Museum and a three year plan for the next three years will be provided for babies, learning and studying, Fujian Commercial Building in China spinning. Chen Xiaoting's 2019 is particularly busy. "My goal is to double sales next year." She said.

This confidence is also available in the 24 floor of Keqiao Tian Hui building, Shaoxing Ren Fei import and Export Co., Ltd. The chairman of the company, AMMAR-HASAN (Amer), was a Syrian who settled in Saudi Arabia. In 2008, he came to Keqiao by accident and took root in this land that brought him good luck. "We mainly manufacture home textiles and sell them to North Africa and the Middle East market. Since the establishment of the company in 2012, it has maintained a good growth every year. Speaking of this year, he was too happy to say that "the Saudi market is very good this year, so we completed the sales volume of last year in 9 months".

Reporters learned that despite the impact of Sino US trade frictions this year, exports in various parts of the province were affected to varying degrees. However, the export of Keqiao's China Light Textile City went against the trend: from 1 to October, the export volume of light textile city was 70 billion 847 million yuan, an increase of 16.13% over the same period last year. In addition to the strong growth of emerging markets such as "one belt and one road" and the new orders brought by the transfer of Chinese textile and garment industry to Southeast Asia, the textile industry is not the main battlefield of Sino US trade friction, and various factors contribute to the warm and harmonious foreign trade.

Retreat and advance

Shrink the front line and wait for the Phoenix to become nirvana.

On the two sides of the golden Keqiao Avenue, more than 100 commercial buildings are standing tall, conveying the ambition of textile city to the international textile trade. There are different wealth stories in every building.

For the 22 floor of Sichuan commercial building, He Xihui and Wang Zhouhua, 21 floor of Fortune Tower, the key word in 2019 is "advance and retreat". In order to find the best balance between advance and retreat, we must overcome difficulties before drawing up new developments.

"For me, 2019 is a turning point." As soon as I meet, He Xihui, general manager of Fenghuang Zhuang Supply Chain Management Co., Ltd. in Zhejiang, has a bright and clear attitude with Putonghua with a strong Sichuan accent.

In 1993, he started his business in the sea. He started from Sichuan and worked hard in Beijing. He tried hard to start his business. In 1997, he introduced a cloth shop to Sichuan, and founded Fenghuang textile company in 2001. When the peak reached 1 billion 600 million yuan, he had 25 branches both at home and abroad. In recent years, he was frustrated because of the involvement of the guarantee chain. In 2019, He Xihui redefined the Secretary of the company, "forget the gains and losses and start over again".

The 25 branches closed down, and the staff from the peak of 600 to 200. Enter and introduce strategic investment. In September this year, Fenghuang Zhuang Supply Chain Management Co., Ltd., founded jointly by Phoenix Johnson affiliated company, nine days' stupid bird and strategic investment company, was formally established in Zhejiang. "3 years invested 300 million yuan, 5 years of output value broke 1 billion, at least 500 yuan to 10 million yuan a year for new product development, 3 years, shareholders do not pay dividends." He Xihui has no ambition.

The new company and new atmosphere set up branches in North America, South America and Southeast Asia, and set up branches in the United States. In addition, he also took out the company's logistics park and jointly built the big data industrial park with Hengsheng Technology Park, which is expected to be completed by the end of this year.

"The new company's name is Phoenix, which means Phoenix Nirvana. We need to increase our innovation and speed up the global trade." He Xihui said.

Wang Zhouhua, general manager of Shaoxing Qi Yu Trade Co., Ltd. will turn his eyes to Burma. "My entire company's foreign trade sales volume is 15 million dollars, of which the sales window in Burma has 10 million US dollars. So I plan to set up a digital printing factory in Burma. He said that in April and May last year, a digital printing factory with an annual output of 1 million meters has been set up in Poland, and intends to further expand its capacity next year.

The contract for printing and dyeing that contracted for 3 years expired in September of this year. He chose to quit and temporarily renew it. The demand change of small orders and multiple batches in light textile city has also been transmitted to the printing and dyeing links. In the past, the printing and dyeing enterprises that made the quantity were also faced with the situation that "money is getting worse and worse." "This year will be tough next year. This is the time for the industry to shuffle. What I can do now is to make every effort to tide over the difficulties."

Whether there is progress or retreat, the bottom line comes from the combination of strong and strong combination of industries in Keqiao market. "We can not find a more mature market and a more complete industrial chain." He Xihui said, "I always believe that the textile industry has a future."

Breaking and standing

Another way to win the future

From the China Textile City to the northeast along the Ke Hai Road, drove for an hour, then went to the blue Indian town of Ma On Street in Keqiao, where all 108 printing and dyeing enterprises in Keqiao are gathered. Almost all the orders in textile city are printed and printed here, and then sent to all parts of the world.

Starting in 2010, Keqiao took 8 years to complete the gathering of physical space in the printing and dyeing industry and entered the post agglomeration era in 2019. The newly renovated dyeing and printing plant has improved significantly in terms of equipment and technology. At the same time, the whole industrial level has also been improved. Just when the capacity is released and the economy is down, the enterprises are faced with a new round of life and death test: they are not satisfied, low profit and price war. How to solve problems?

During the interview, the reporter found several bright colors.

"We are small companies with thin margins and business cards." Walking into the Binhai New Industrial Zone, Chen Mingxian, chairman of the board, handed out a business card to reporters and laughed at himself.

Chen Mingxian's "small" company specializes in big business. Patagonia, Under Armour, Jack Wolfskin, Mammut... A series of international high-end outdoor brand functional fabric supply, let east textile into a leading market segments, in the traditional textile enterprises run by volume, Chen Mingxian came out of a bright path.

On the two floor of the company, the reporter visited the lab built by Chen Mingxian for 5 million yuan. There is a set of state-of-the-art quality testing instruments, which can guarantee the quality competitiveness of every cloth from the whole production process. "We must not be lucky to be a big supplier. We must have hard work." Chen Mingxian admitted that the printing and dyeing board made him really headache. For this reason, he also set foot in the printing and dyeing industry and developed a first-class intelligent equipment. At present, ten days of trial production are all going well. "You see my eyes are red, that is, it makes me so excited that I can't sleep. After passing the dyeing factory, my cloth can break through the ceiling of price."

Break up and build up new life. Not far from eastward textile, a smart factory invested 1 billion 200 million yuan is building fast.

"This will be our new starting point, and will definitely be the highlight of Keqiao's printing and dyeing industry." Using "wisdom" to optimize the increments, Fu Shuangli, chairman of Shaoxing Mingyuan Textile Co., Ltd. is making full efforts to plan his intelligent factory, which is able to automate all the links automatically, and connect all the devices to wake up the "sleeping" big data, so that the industrial Internet will come down from the "cloud". The new plant will be put into operation in the second half of next year, with an annual sales volume of 1 billion yuan.

As the first state-level high-tech enterprise in Keqiao's printing and dyeing enterprises, under the increasingly fierce competition environment, Fu Shuangli has been "biting" and innovating. He has set up a R & D team and invested at least 30 million yuan a year to develop new products.

How to break through in homogenization competition is also the problem Xu Hualiang, chairman of Zhejiang Sheng Xing dyeing and finishing Co., Ltd. has thought most. "It's like eating sugar cane. The middle part is sweet. Everyone stares at it." Inspired by the legend of the hotpot, "seabed", he thought of "value-added services". "If we can make customers spend the same money and get more valuable services, will they be inclined to choose you?"

Xu Hualiang proposed to make "seabed fishing" for printing and dyeing industry. Last year, the company set up two departments, the new product development department and the quality inspection department, providing customers with new product development and housekeeping services, providing quality inspection reports to every customer and making customers feel "value for money". Intelligent order, production process can be seen... New initiatives for more services are in the pipeline.

"These value-added services will not directly benefit, or even increase the company's annual additional expenditure of 3 million yuan. But this long-term investment can enhance the brand value of the company virtually. " Xu Hualiang gave an example to prove that this is indeed worth it: the company has 8 production lines, and the annual output value is in the 160 million yuan to 180 million yuan cotton workshop. In the first half of October this year, the top ten customers accounted for 77% of the sales volume. Before upgrading services, the proportion was 56%, and the concentration of large customers increased significantly.

Data show that from 1 to October this year, the turnover of Keqiao textile city group increased by 10.3% compared to the same period. The output value and profit of large textile industry in Keqiao district increased by 7.7% and 32.7% respectively, and the output value of printing and dyeing industry increased by 14.1%. It can be seen that although the most traditional industry, the market cake is still growing. The key is that people who eat cake and cake are changing.

Differentiation, or the theme that will continue for a long time in the future, will test every market entity.

Opportunity lies in core competitiveness.

Chardin

Pressure and opportunity coexist. Walking in 2019, more and more people feel this way.

In Keqiao China Light Textile City, ordinary merchants, foreign trade owners and printing and dyeing enterprises are facing the pressure and challenges brought by the economic downturn, and polarization is becoming increasingly obvious.

In the face of pressure and challenges, we all have "Eight Immortals crossing the sea" and find ways to make themselves overcome difficulties.

He Xihui and Wang Zhouhua seek a balance between advance and retreat. Chen Mingxian, Fu Shuangli and Xu Hualiang set out from their own reality to strengthen their own advantages and seek the opportunity to break through.

How to break through? Where is the opportunity? In the past decades, people who used to revolve around "cloth" have told us that opportunity lies in forming their core competitiveness. The core competitiveness refers to the resources that can bring comparative competitive advantages to enterprises, and the way of resource allocation and integration. With the change of enterprise resources and the improvement of configuration and integration efficiency, enterprises will be able to stand out in the fierce market competition.

A piece of cloth in Keqiao occupies 1/3 of the market share of the whole country, and it also has an indispensable position in the global market. How to make this cloth more colorful and truly become an industry vane still needs to work hard on core competitiveness.

During the visit, the author found that it is becoming mainstream in the local textile enterprises to get rid of the traditional development mode and build its own unique advantages in the textile industry chain. This change comes from market force or enterprise development level, which is a good start for one party industry.