From B2B To B2C, The Story Behind The Metamorphosis Of Sheng Hong'S "Chao Fan Er" Temperament

It was originally a "behind the scenes hero" who showed a monotonous and plain performance. Instead, he stood on the fashionable T stage in the spotlight of the United States step by step. He stepped on the modern "cat walk" to create and deduce the unique fashion trend that belongs to the fiber itself. Originally, it was obviously a B2B industry that depended on the survival and development of the tourists' orders, but with forward-looking thinking, bold innovation and unremitting persistence. It has developed the "fashionable fan" that integrates the terminal fashion industry B2C. If an industry has temperament, then the temperament of Chinese fiber has undergone such a transformation in recent years.

Much attention has been paid to the upstream and downstream industry chain, and is known as the "fashionable weathervane" in the fiber industry. " Of China fiber trend 2020/2021 released The curtain fell. There is also an enterprise that has metamorphosis with the leading character of this activity, the quality of Chinese fiber. Sheng Hong Group 。 Since the second years since its publication, Sheng Hong's name has always been closely linked with it for 8 years. On this issue, Sheng Hong Group Chairman Miu Hangen also won the "China fiber fashion trend special contribution award". It is worthy of the name.

From the original marketing department employees do not understand, there is no lack of internal objection, after this "fame and gain" and taste the sweetness, for many years, Sheng Hong group to support the Chinese fiber fashion trends released feelings and harvest what? As the leader of the differentiated polyester fiber industry, what is the development strategy of Sheng Hong group? What are the new developments? Recently, the reporter interviewed. Mei Feng, chief engineer of Jiangsu Sheng Hong Polytron Technologies Inc 。

Promoting the construction of "public platform" with strategic eyes and light

As time went back to 2013, after the heavy blow of the global financial crisis, the economy of all countries gradually recovered, and the "bottom stabilization" became the main keynote of the Chinese economy in this year. Under this background, China's chemical fiber industry is also "hard to be independent". It has undergone a round of industrial cycle adjustment, and the investment in the industry has cooled down. Output growth has dropped significantly, and structural adjustment has deepened. At this time, the trend of China's textile industry, which has just been released for second years, is still staggering, "crossing the river by feeling the stones", trying to find a new driving force and new development mode that can make the industry achieve long-term, more connotative and sustainable development in the past traditional "scale drive".

"Instead of supporting such industry activities, we might as well use these funds to run more new product launches in the areas where downstream customers are concentrated." Just knowing that the company wanted to name the trend of China's fiber popularity, the marketing department of Sheng Hong group came out with such a voice. But Mike Han has always been known for his strategic vision and resolute determination in the industry. Obviously, he has put his eyes on the longer term. "We support." Miu Han has made a decision.

" China is the world's largest producer and consumer of chemical fiber, and has relatively strong international competitiveness in terms of industrial scale, technology level, application performance and product quality. At that time, it was far from enough to rely solely on one or two enterprises to transform domestic industrial advantages into international competitive advantages. The "Chinese fiber fashion trend" starts from the whole industry, and strive to build a platform of "eco circle" collaborative development and innovation leading, amplifying the influence of the whole industry in the domestic and international market. This is a good thing for the high quality development of enterprises, and also an important reason for us to participate from the very beginning. Mei Feng said.

Since 2015, China's economic development has entered a new stage. In November of this year, China began to push forward the structural reform of supply side. With the end of this round of cyclical adjustment, the chemical fiber industry has entered a new stage of development. In 2015, China's chemical fiber production was 48 million 310 thousand tons, accounting for 70% of the total global chemical fiber output, and the proportion of chemical fiber to textile fiber processing increased from 70% in 2010 to 84.1%.

In 2016, the Ministry of industry and information technology and the national development and Reform Commission issued the "13th Five-Year" development guidance for the chemical fiber industry (hereinafter referred to as the "opinion"). The "opinion" pointed out that the chemical fiber industry is China's industry with international competitive advantages, an important pillar industry for the overall competitiveness of the textile industry, and an important part of the strategic emerging industries. ? The "13th Five-Year" period is a critical period for China to transform itself from a large country of chemical fiber to a strong power of building a strong chemical industry. It is also a critical period for the chemical fiber industry to adapt itself to leading the "new normal", and steadily push forward the "supply side structural reform" and the implementation of the "three products" strategy.

At this stage, after several years of vigorous cultivation, promotion and continuous release, the value of Sheng Hong Chinese fiber fashion trend has gradually highlighted, enhancing the brand effect and operational efficiency of enterprises, and gradually forming a new mode of effective docking between upstream and downstream of chemical fiber industry chain.

It is especially noteworthy that, as an activity with innovative value and strategic significance, "Sheng Hong's Chinese fiber fashion trend" appeared in the "opinion". In the opinion, it is very important to strengthen brand building and expand the influence of high quality fibers. We will continue to promote the release of Sheng Hong's China fiber fashion trend, strengthen the brand building of enterprises, and focus on training a number of brand enterprises with strong international competitiveness to promote the internationalization of brand names. "

With the annual in-depth participation in the release, Sheng Hong Group's internal opposition did not appear again. On the contrary, whether R & D personnel and downstream clothing retail brands have launched a new cooperative mode of joint R & D, or marketing personnel go deep into the various industrial clusters in the country to negotiate business with their customers, they can clearly feel that in recent years, Sheng Hong has gradually been able to follow the endemic brand customers' fashion trends and personalized needs, and carry out more targeted research and development, downstream customers. Sheng Hong's brand awareness and differentiated product development capabilities are also increasingly recognized. To a large extent, this is due to the unwavering support of Sheng Hong's continuous support of the "potential value" of China's fiber fashion trends.

Since 2013, the deep involvement in the publishing activities has made Mei Feng feel deeply in the past 8 years.

"Along the way, I feel very much. The release of China's fiber fashion trends provides us with opportunities to learn from peers, and we are constantly investing more in equipment upgrading, independent research and development. At the same time, through this platform, we strengthened our industrial chain collaboration with upstream and downstream enterprises, and provided help for us to grasp the development trend of the industry and improve production efficiency. Moreover, the release of the "Chinese fiber fashion trend" also played a good role in promoting the brand promotion of Sheng Hong. ? In recent years, China's fiber fashion trend has been transformed from "activity" to "platform". We hope it can continue to increase brand promotion efforts, continue to consolidate and consolidate the "platform" operation effect, and further expand its international influence. It will not only become a communication and promotion platform for domestic fiber enterprises, but also become a window and dance for the dialogue between China chemical fiber industry and the world. Taiwan. Mei Feng said.

Firmly follow the road of differentiation and development of the whole industry chain

Sheng Hong group is one of the leading enterprises in the domestic polyester industry. At present, the annual production capacity of differential polyester filament is 2 million 100 thousand tons, and there are more than 100 kinds of differentiated products, with high-end products DTY as the main product, and the product differential rate over 90%.

Sheng Hong Group's polyester filament products are mainly produced by melt direct spinning and slicing spinning two production processes. Among them, although sliced spinning is small in size, it has the characteristics of flexible operation. It is mainly used to produce new products and small batch production of functional and differentiated products with high added value, including regenerated fibers, two-component elastic fibers and island silk products.

Since its march into the chemical fiber industry in 2003, Sheng Hong Group has always adhered to the idea of "do not repeat construction, do not make conventional products, and do not adopt conventional production technology", mainly focus on the development and production of microfiber and differential functional fiber, and rapidly develop into a "global differential fiber expert". Many of its core technologies are in the leading position in the chemical fiber industry, including microfiber, memory fiber, bio based synthetic polymer fiber, fully matting melt direct spinning polyester fiber, cationic ultrafine fiber and other technologies.

Mei Feng said: "for many years, Sheng Hong has been focusing on the differential development of polyester filament. At present, our product development mode can be divided into two types. One is independent research and development according to market demand, the other is private customization according to the needs of terminal customers, and joint research and development with downstream customers. "

To match this, in recent years, in order to improve the applicability and overall R & D capability of upstream and downstream products, the company's marketing personnel not only have business exchanges with downstream weaving customers, but also have established good communication mechanisms with downstream customers and even terminal brand customers. From the source of the product, we start the research and development of directional fixed-point.

Mei Feng introduces: "terminal brand holds the first-hand information of market trend. Direct cooperation with them enables us to accurately grasp the market trend ahead of time, rationally arrange production capacity, and actively research and develop new products. For example, international sports brands are paying great attention to green environmental protection, and have formulated plans to replace polyester with recycled polyester. Over the past two years, we have intensified the R & D and production of recycled polyester, and the order grew rapidly in 2019. At the same time, the differentiated polyester filament products have unique characteristics in terms of quality, function, touch, color, flower pattern and so on. The cost of replacement is higher, and long-term cooperation with terminal brands will help improve customer loyalty, enhance the bargaining power of the company's products, and maintain the company's higher profit level.

In recent years, Sheng Hong Group has also been reflected in the products of China fiber trend. If the Imitation cotton polyester product "fidelity cotton" was put into mass production in 2016, the fabric made of imitation natural yarn has good handle, moisture absorption, quick drying and good air permeability. Because it can replace cotton yarn fabric, bring better dimensional stability and sports leisure applicability, it can be widely used in sports leisure clothing, bedding and other fields. The annual sales growth of this variety is more than 2 times. In addition, in 2017, mass production of high elastic composite polyester "BEY", leading the movement, leisure and other elastic fabrics to a new era of non ammoniac bomb, the annual sales growth of this series is more than 3 times.

In the same year, Sheng Hong responded to global carbon emission reduction by recycling and reusing bottle flakes as raw materials for spinning. In the past 2 years, it has become the most important manufacturer of recycled polyester filament in China. It has also been a global leader in diversified and multi standard derivatives, and has been recognized by domestic and foreign terminal brand customers.

It is also worth noting that apart from differentiation, the development of the whole industry chain is another train of thought that Sheng Hong group is firmly carrying out.

In recent years, Sheng Hong Group has been expanding to the upstream of polyester industry chain. The main body of its PTA business is Honggang petrochemical. At present, 1 million 500 thousand tons / year PTA capacity has been formed, and PTA is still building capacity of 2 million 400 thousand tons.

In particular, in the spring tide of private chemical fiber leading companies entering the refining and chemical links, Sheng Hong group joined them. As a major project approved by the Standing Committee of the State Council, the scale of the Sheng Hong refining and petrochemical integration project is 16 million tons / year refining, 2 million 800 thousand ton / year para xylene and so on, and is expected to be put into operation in late 2021. Although the development of various industries in China has been affected by the new crown pneumonia epidemic situation this year, the project has overcome many difficulties in the first quarter of China's epidemic prevention, and has resumed work and resumed production at the first time.

After the completion of the Sheng Hong refining and chemical integration project, the PX will be directly supplied to Honggang Petrochemical Company to produce PTA. The glycol produced by the company will also be supplied with Hongsheng chemical fiber produced by Honggang Petrochemical Company to produce polyester products. At the same time, the whole industrial chain pattern will be formed from "one drop of oil" to "one silk" at the same time. The production of PX will also be completed.