Exert "Keqiao Optimization" Head Effect And Create Keqiao Fabric Collective Brand

Relying on the unique advantages of "industry + market", Keqiao has become the largest textile distribution center in the world. Industrial agglomeration is the biggest development advantage of Keqiao textile industry. Affected by the epidemic this year, the textile industry in Keqiao has been greatly affected, but has shown great resilience. Keqiao's government and enterprises are working together to tide over difficulties and seek opportunities and risks in the crisis.

In the current situation of normalization of epidemic prevention and control, the textile and garment market is gradually warming up. To seize the new round of development opportunities is very important for helping Keqiao textile enterprises recover and enhance the overall influence of Keqiao fabrics. For this reason, the construction and Management Committee of China Light Textile City of Keqiao District of Shaoxing city is jointly launching the Keqiao fashion industry service platform, the online Textile City / global textile network, and China Light Textile City West market development and Operation Co., Ltd. "Keqiao best live broadcast plan" Activities.

On June 11-15, this year's "Keqiao best live broadcast program" was selected. Jinsheng textile, Jim Liang silk, Han Tang textile, nine days stupid bird, Yang Shi textile, three Chuan textile and other 10 high-quality fabric enterprises. In order to achieve the "no distance" docking between designers, clothing brands and Keqiao fabric enterprises, the form of live goods, online interaction and playback viewing is adopted. On the first day of the event, thousands of brand designers and buyers watched the live broadcast of the fast food, Semir, Taiping bird, Tonlion, nine Mu Wang, Li Lang and Han Du Shek. There were more than 160 intentional purchasers, and more than 30 tune samples were completed on that day, and 5 were invited to visit.

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Reinventing labels to enhance overall premium capability

In recent years, with the transformation and upgrading of Keqiao's textile industry and the development of fashion and creative industries, the fashion atmosphere in Keqiao is becoming more and more dense, and the fashion pattern is becoming clearer. Local enterprises with technological innovation, original design guidance ability and brand awareness are springing up continuously, leading to the high quality development of the urban economy and the whole industry. However, the old labels of stereotypes in the middle and low end, running volume and OEM have not gone up with the upgrading of Keqiao textile industry, making the overall premium capability of Keqiao fabric insufficient.

Xu Shu, director of creative industry service center, China Textile City It is said that the "Keqiao preferred live broadcast plan" is to help enterprises expand their sales channels, accumulate customer resources and tide over the current difficulties. On the other hand, it will guide enterprises to establish brand image and reshape the new labels of Keqiao textile technology, fashion and green, and enhance the overall premium capability of Keqiao fabrics.

Therefore, there are strict screening requirements for registration Enterprises: first, the person in charge of enterprises should have a strong sense of brand building; two, enterprises must have a certain scale, the annual output value of trade oriented enterprises is more than 20 million, and the annual output value of production enterprises is more than one hundred million; three, enterprises have the ability of product development and perfect product development system as the internal support for continuous innovation. It is understood that the registration of nearly 30 enterprises, only 10 to be selected, only 10% of the selected enterprises, the rest strongly supported by the government.

Zhejiang Jinsheng Textile Co., Ltd. As the "national differential polyester sticky men's fabric product development base", the first shot of the live broadcast was launched. Jinsheng textile shows the latest products of bamboo fiber and vinegar green, wool, sticky fiber blended fabric, and Sorona and polyester blended fabric, and hundreds of brands come onlookers. ? Jin Yanqi, executive director of the company As a host, the new concept of health, environmental protection and fashion development is transmitted from bamboo culture, bamboo fiber antibacterial properties, fabric innovation and application scope.

The current "Keqiao preferred live broadcast program" is mainly composed of fabric enterprises, and ten enterprises have their own characteristics and innovative abilities. Jinsheng's bamboo fiber fabrics, jute linen's hemp fabric, Yang Shi's antivirus fabric, and Han and Tang textile silk fabrics. The perfect fusion of Chinese traditional culture and modern textile technology reflects the vigorous development of Keqiao's textile technology, fashion and green.

Brand matrix, whole industry chain, coordinated development

Keqiao has the most complete textile industry chain, the strongest textile production capacity, and the three largest professional market in China. It has established a complete industrial chain and market production and marketing system, including upstream polyester, chemical fiber raw materials, weaving and dyeing and finishing in the middle reaches, downstream garments, home textiles and light textile market. The industrial chain is closely linked. Only by coordinated development and overall improvement can we promote the high quality development of Keqiao's textile industry and the construction of modern textile industrial clusters.

Xu Shu said that fabric direct broadcast is only a prelude to "Keqiao optimization", and the next step will be the introduction of wall covering, curtains, clothing and other industrial chain enterprises to participate in live broadcast. In the future, the "Keqiao optimization" will be built into a brand base. Through the product development system, product quality standard system, supply chain cooperation, brand promotion and other forms, the "Keqiao optimization" enterprise head effect will be brought into play, and the overall image of the textile city will be promoted by the way of collective brand output.

In the current "Keqiao best live broadcast program" site, jiemalu silk shows the excellent performance of hemp fabric, such as moisture absorption, sweating, antibacterial, formaldehyde absorption and mould proofing, through the display of the whole industry chain products from hemp yarn, fabric, socks, towels and wall coverings. The interaction of inquiries and samples in the commentary area is one after another, which enables buyers to get a better sense of experience in interaction and convey brand spirit and brand new image.

At present, Keqiao is transforming from the textile area to the textile strong area, from printing and dyeing Keqiao to impression Keqiao, from the textile capital to the fashion capital. Keqiao textile is showing its unique charm and energy to the whole world and the whole industry. The "Keqiao optimization" collective brand can not only increase the added value of the industry, enhance the overall premium capability of the industry, but also undertake the task of influencing and reshaping the cognition of the textile city at home and abroad, which will further contribute to the construction of the international textile capital in the new era.