Fujian Textile Shoes And Clothing: Growing In Adversity

Southeast.com, July 27 (Fujian Daily Reporter Lin Kan) among many traditional industries in Fujian, textile, footwear and clothing industry occupies an important position in terms of scale and popularity.

According to the data, in 2019, Fujian's textile, footwear and clothing industry achieved a revenue of 1.1 trillion yuan, including 740.6 billion yuan of textile and clothing revenue, ranking the fifth in the country; the footwear industry achieved a revenue of 361.8 billion yuan, and the scale of sports shoes ranked first in China. However, under various pressures, the whole industry is facing difficulties.

The difficulties and challenges in the development of the industry must be solved by development. After decades of development, Fujian's textile shoes and clothing has formed a complete industrial chain, which has become the biggest strength to deal with the crisis. In recent years, the industry has faced up to the shortcomings and deficiencies, and has taken a path to turn crisis into opportunity.

Solving sales dilemma with the help of "new economy"

Since the beginning of this year, the impact of the epidemic on the textile, footwear and clothing industry is obvious.

The textile and clothing industry in our province is also facing export pressure from the sluggish foreign demand market, and the phenomenon of overseas customers' delay and refund is quite common.

Poor export sales are accelerating, forcing enterprises to switch from export to domestic sales and from offline to online. New modes and formats such as online Red economy, sharing economy and social economy emerge in endlessly in our province.

Facing the difficult situation that more than 80% of its product stores were closed and offline sales almost stagnated, Anta actively responded and shifted its business focus to online. By launching the company and franchisees to open the "full retail" mode, Anta has changed from "waiting for customers" to "going out to find customers".

"Our" all staff retail "is a general mobilization from senior managers to ordinary employees, from sales to backstage support teams. More than 30000 employees and distributors have participated in the development of new marketing models such as online wechat business, online marketing and community marketing. We also link with the supplier system at the first time, and adjust the order allocation in a timely manner based on the production capacity of the supplier factory and the return of employees To smooth the circulation of industrial chain and supply chain Anta vice president Li Ling said.

"All staff retail" accelerated the recovery of Anta's offline production capacity. The performance in May was the same as that of the previous year, and the momentum was rapid in June. In particular, during the "6.18" promotion period, e-commerce transactions totaled 1.43 billion yuan, up 78% year-on-year.

Anta is not the only one who wants power from the new economy. Gifted men's wear launched more than 2000 store managers across the country to carry out "live delivery". In order to cooperate with this strategy, the enterprise also reduced the proportion of "futures system" and adjusted it to a "distribution system" which is more suitable for rapid response, and worked hard on new technologies, new materials and new styles, so as to attract young customers; while Qipai found popular anchors to bring goods, and achieved a sales volume of nearly 4 million yuan in 6 hours.

The person in charge of the Provincial Department of industry and information technology said that at present, our province encourages all localities to give full play to their brand advantages, take the promotion of online upgrading as an important measure to smooth the circulation of the industrial chain, with the help of various online platforms, promote the key cities, parks and enterprises of textile, footwear and clothing to carry out production, supply and marketing docking, upstream and downstream supporting, expand online market, expand domestic and foreign sales channels, and build a line Online and offline integrated marketing system.

Expand terminal diversification to supplement short supply board

"In the past, the production of yoga clothing and fitness clothing was just a small amount. Now swimsuit orders shrink, it is necessary to increase the production of yoga clothes and other products Seven color fox swimsuit Chairman Hong jianku said.

In the first quarter of this year, the colorful fox only received 60% of the previous year's orders. Facing the severe foreign trade situation, Hong jianku chose to take the initiative to seek change.

In addition, he found that the demand for yoga products in the home and abroad increased significantly. After small batch production and shipment, the customer's continuous pursuit of orders makes Hong jianku overjoyed. Since the outbreak of the epidemic, yoga clothing orders sales have exceeded 70 million yuan.

Then, the enterprise extended the production to elastic pants, fashion protective masks and other fields. "From the current situation, this year's performance can be the same as last year." Hong jianku said.

The reporter learned from the provincial textile industry association that at present, the textile terminal products in our province are mainly shoes and clothing, while industrial textiles and household textiles are relatively backward. In addition to the high market share of mainstream footwear and clothing brands, some enterprises follow suit in brand cultivation and product design, and the product homogenization is serious. Under the epidemic situation, the shortage of supply has become increasingly prominent.

Industry insiders believe that in the future, the function of textile terminal products will continue to strengthen, the terminal application scenarios are accelerating to extend to a wide range of fields, and the market demand is strong. Fujian textile footwear industry must rely on expanding terminal diversification to enhance the ability to resist risks.

Since the outbreak of the epidemic, textile, footwear and clothing enterprises in our province, under the guidance and assistance of governments at all levels and relevant departments, have made an urgent cross-border transfer of production and supply of medical protective materials. Thanks to the solid industrial foundation, in a short period of time, the number of mask manufacturers increased from 8 to more than 230, and the number of medical protective clothing manufacturers increased from 1 to more than 30.

The provincial industry and Information Department said that at present, our province is promoting the industry extension and expanding the downstream industry chain. In terms of clothing, we should speed up the development of a new generation of fashion, functional and smart clothing; we should expand the industrial chain of textile fiber production, nonwoven, processing equipment, and finished product application, and promote the development and application of industrial textiles for medical and health materials, safety protection, public emergency, and new infrastructure; in the shoe industry, we should guide enterprises to accelerate the development and application of functional footwear products, and expand corrective shoes Medical shoes and other rehabilitation products promote the development of focus, individuation and differentiation.

Tap development potential from high-end supporting facilities

As the first three-star green industrial building project in China's textile industry, Anton new factory of Fengzhu textile has entered the stage of equipment mobilization and commissioning, and is expected to be put into use by the end of September this year.

The reporter learned that all aspects of the plant adopt energy-saving and environmental protection design: 36000 square meters of solar photovoltaic system is set up on the roof, with an annual power generation of 5 million kwh; the reclaimed water reverse osmosis membrane system with two-stage reuse design can make the sewage reuse rate reach more than 50%; four flue gas recovery and treatment equipment can efficiently recover and purify waste gas, and carry out waste heat recovery, which can be used in one year Emission reduction of 5000 tons of standard coal The new factory will also adopt 25 intelligent green high-end equipment technology, which is an intelligent and green modern dyeing factory.

"Intellectualization and greening are the only way for the development of the printing and dyeing industry. Otherwise, the problems of high cost and poor quality cannot be solved, and the challenges brought by the industry can not be met." Enterprise chief executive Ye Weigang said.

At present, the development of global fiber materials is developing in the direction of multi structure, multi-function, super performance, intelligence and green. The industrial application is deepening continuously, which expands new space for the development of textile and clothing industry in our province.

Under the crisis, many textile and footwear enterprises in our province, especially the upstream enterprises, insist on investing funds to implement technological transformation, continuously promote the transformation of green, intelligent and high-end, and tap the potential for further development and improvement.

Huafeng Huajin company, located in Putian, continues to promote green transformation, build a low-carbon, green and circular industrial chain, and enhance the ability to resist market risks and cope with them. At present, Huafeng green fiber industrial park project is accelerating. "At present, we are starting to implement the green fiber and waste textile recycling project, developing recyclable fiber raw materials, researching new textile fiber raw materials, and developing green fiber materials and products, so as to further complement and strengthen the industrial chain and accelerate the transformation and upgrading from traditional materials to green fibers." Chairman Fang Huayu said.

Today, we have more than 300 people in China. Relying on the strong R & D force, we independently developed more than 300 new materials and varieties such as fashionable and comfortable fabrics and green functional textiles, and obtained 207 patents. Although affected by the epidemic situation, the shipment decreased, but the advantages of product characteristics are still, the company's revenue in the first half of the year was basically flat.

In Nanping, Minrui synthetic fiber has increased its R & D and innovation efforts, and has shifted from low-end recycled polyester to full-scale production of ES fiber. At present, orders are in good condition, and full load production is expected to increase the annual output value by more than 60%.

In Changle, an important textile industry town, Yongrong holding is speeding up the construction of Jinjiang science and technology intelligent, green differentiated nylon fiber and other key projects; Jinlun high fiber continues to promote the R & D and industrialization of high-performance PTT fiber and its composite fiber, aiming at the short board to make up for the lack of high-end industrial support.

According to the analysis of insiders, although the textile, footwear and clothing industry chain in our province is relatively complete, bio based and high-tech fibers are almost blank. The development of high-performance fiber blending, high count and high-quality yarn and fabric is still insufficient, high-end printing and finishing capacity is not strong, and the self-sufficiency rate of high-end fabrics in the province is less than 40%. Therefore, there is still a lot of room for expansion in the high-end supporting field Will become the next step of transformation and upgrading direction.