Series Reports On Textile Internal Circulation

Editor's note

At present, the century changes and the century epidemic situation are interwoven and superimposed, and the global instability and uncertainty have increased significantly. The textile industry is still in the stage of deep adjustment and transformation. It is necessary to base on the new goal of China's modernization development and the new pattern of dual cycle development with domestic large cycle as the main body, and take the "14th five year plan" as a new starting point to adapt to the new situation and realize new development.

Internal circulation is becoming an economic hot word. The tide of the times is surging, and "economic internal circulation" is an important strategic choice to deal with the current international and domestic situation. Farewell to the extensive development of the single export-oriented economy, solid internal training, will also become an important opportunity for China's textile and clothing industry to move towards high-quality development.

A wise man is not confused, but a brave man is fearless《 Textile and clothing weekly specially launched a series of columns on "textile internal circulation" to deepen the textile and clothing industry chain, analyze the opportunities and challenges in the "internal circulation", and refine the new development trend of the industry.

The series of reports will invite upstream and downstream enterprises in the industrial chain, such as fiber, fabric, clothing and home textile, as well as industry experts, leaders, distributors, designers, etc., to promote the textile and clothing industry to accelerate the construction of a new development pattern with domestic large cycle as the main body and domestic and international dual cycle promoting each other.

Smooth internal circulation plays an important role in improving and upgrading all aspects of the industrial chain. Internal circulation means that small and refined enterprises with deep insight into consumption changes can achieve rapid growth, and will force some enterprises to take back their sight and start to work hard on the domestic market.

As one of the world's leading industries, China's textile industry has a complete industrial chain system. When the epidemic comes, China's textile industry is self-sufficient and has made due contributions to the fight against the epidemic. In the post epidemic era, the textile industry will actively smooth the "internal circulation" economy with practical actions.

Gao Yanmin, director of the Department of consumer goods of the Ministry of industry and information technology, also said that unblocking the domestic circulation and promoting the domestic and international dual circulation are becoming a new pattern of future development. The core of the domestic big cycle is to build a more perfect domestic demand supply system and form more new growth points. Therefore, it is necessary to combine the enhancement of domestic supply capacity with the improvement of people's growing need for a better life.

　　01

Puyuan, Zhejiang: strong supply chain with "excellent + excellent system"

In China's economic map, the more developed the region is, the more important position of textile and clothing industry. As a group with more complete industrial chain and more scale advantages, cluster has full market competition, more innovative vitality and more foundation for "internal circulation".

Tongxiang Puyuan, as China's largest woolen sweater industrial base and distribution center, has millions of sweaters from the country and all over the world every day, attracting businessmen from the United States, France, Italy, Japan, Brazil, South Korea, Russia, Pakistan and other countries and regions to do business. In 2020, the overall turnover of Puyuan sweater market will reach 108.9 billion yuan.

Su Weiming, Secretary of Puyuan town Party committee and director of Puyuan Knitting Industrial Park Management Committee, said in an interview with the reporter of textile and clothing weekly that Puyuan clothing supply chain has entered the era of "flexible fast reaction", and the online sales of clothing are more and more penetrated into the consumption layer. More clothing enterprises and clothing brands are evenly distributed online and offline, and there are more wholesale customers of Taobao, Jingdong and tmall.

In fact, for the domestic market, Puyuan began to lay out and cultivate many years ago

The first is the cultivation of independent brands. Puyuan actively encourages business owners and operators to create their own brands, and strengthens the cultivation of their own brands. According to the characteristics of the industry, we should establish the brand cultivation library, implement the gradient cultivation plan, and guide the enterprises to create brands at all levels. Puyuan enterprise brand awareness continues to strengthen, and through high-quality products to determine their own positioning, now, the early autumn, sheep, love is not strange and other brands have become new knitwear brands, and began to show their leading role in the domestic market.

At the same time, in order to be closer to the "online" trend of domestic consumption, Puyuan also accelerated the construction of digital matrix, which not only realized online consumption of terminal products, but also built digital yarn, digital fabric, digital commodity, digital equipment, digital production line, digital workshop, digital factory, digital merchant, digital store, digital market, etc Digital logistics and other digital systems. Using the new generation of information technology, to build a flat, efficient and collaborative enterprise organization network, and to develop a personalized customization system suitable for the domestic market.

In recent years, clothing consumers' demand for clothing is increasingly personalized, diversified and service-oriented. Enterprises need to provide customers with the right quantity, the right price and high quality products at the right time, and in this process, they can make full use of various resources and reduce inventory, so as to enhance the flexibility of enterprise production. Therefore, a strong clothing supply chain needs specialization and division of labor, and each member must be the best strategic cooperative partner, which means that it must have unique advantages, core competitiveness and control ability in the professional field. Only this kind of excellent + excellent system combination can make the supply chain strong.

For Puyuan's grasp of the domestic market in the future, Su Weiming said that in the next step, it will continue to introduce and cultivate designers, cultivate a number of key fashion brand enterprises, and at the same time, it will deepen the research on regional brand construction and promote fashion Puyuan's IP economy. Strengthen the integration and development mechanism of Puyuan sweater regional brand with product brand, enterprise brand, market brand and city brand, and actively play the role of mutual empowerment.

　　02

Humen, Guangdong: opening up online and offline, enhancing supply capacity

Since the epidemic, the export of Humen garment industry has also been affected. Tam Zhiqiang, director of Humen clothing industry management committee, said that under the epidemic situation, some foreign trade enterprises began to move to the domestic market, but it was not easy because the enterprises engaged in foreign trade for a long time lacked customer resources and development experience in the domestic market. In addition, the standardized and fast settlement of foreign trade and the difficulty in collecting domestic sales funds led to difficulties in transformation. There are three main types of successful transfer from foreign trade to domestic sales

One is to open up new markets. For example, Yiying Fanghua, a national fashion clothing brand, had a large proportion of export orders before. After last year's epidemic, foreign trade orders almost stopped. The brand cooperated with Xiangshan music group to set up an enlightenment workshop for children's clothing design of Ma Douxiang, which is committed to training small fashion designers among minors. The response is very enthusiastic, The number of students has rapidly increased to nearly 600, and the course has also entered 430 classes in many primary schools;

Second, it mainly focuses on its own brands. For example, Qiansheng fashion used to take orders from Europe and the United States when doing foreign trade, but now it uses its own brand sivis to do domestic market;

The third is to process domestic brands and supply e-commerce live broadcasting. Most foreign trade enterprises used to be processing enterprises and have great advantages in production. Now, after turning to domestic sales, many will choose this way.

"Generally speaking, most foreign trade enterprises have sufficient orders, especially those dealing in leisure clothing. However, a few foreign trade enterprises dealing in dress and fashion clothing are short of orders, mainly because of the serious epidemic situation in foreign countries, many rallies have been cancelled; Orders from processing enterprises engaged in domestic sales are also quite popular. According to incomplete statistics, in Humen, there are more than 200 enterprises engaged in production and processing for sheen, a 100 billion level cross-border e-commerce enterprise, including well-known supply chain enterprises such as Yingshang and mutual benefit. Brand enterprises have sufficient orders but insufficient production capacity. Especially for brands that are completely outsourced, it is often difficult to find processing plants that can deliver goods in time. " Tan Zhiqiang believes that at present, the domestic market of textile industry presents a pattern of online and offline linkage development, with the coexistence and common competition of "real economy + e-commerce + live broadcast and other new-type e-commerce". The traditional physical stores are first impacted by e-commerce platforms such as online shopping, but also affected by live marketing in recent years. If there is no change, there will be no way out, combining online and offline, Only by integrating physical stores with ordinary e-commerce platforms and live marketing, can they make full use of their respective advantages and form a joint force in order to remain invincible in the market competition, which will also be the trend in the future.

Therefore, Humen town government actively guides enterprises to change their thinking, mode and online sales. Under the guidance of the government, more than 90% of the clothing enterprises with their own brands in Humen have launched live sales, audio-visual products, online red goods, community marketing, etc., and even implemented "full staff marketing". The business owners of Tianyu, fashion family, Qiansheng, gebeier and benza have also stepped into the battle in person, effectively stabilizing the real economy. According to statistics, Alibaba 618 women's clothing live broadcast, the top ten businesses in the country, all come from Humen.

In the future, Humen clothing industry will seize the opportunity of Guangdong Hong Kong Macao Bay area construction and cooperation between humen and China Textile Federation to build a "world-class textile and garment industry cluster leading area", introduce more industry advantage resources, promote high-quality development of the industry, and vigorously promote "internal circulation". For example, key high-end industrial projects will be built to enhance the bearing capacity of the industry; Innovate the exhibition mode of the service fair and upgrade the exhibition and trade platform; Online and offline linkage helps enterprises reduce costs and expand market; Promote innovation and creativity, and activate fashion atmosphere.

　　03

Changshu, Jiangsu: integrated development and whole chain integration

Jiangsu is a big textile Province, and the total textile industry has been the largest in China in the past 35 years. Faced with the impact of the global textile industry and the changes of the world economic situation, Jiangsu textile cluster is also exploring how to adapt to the "double cycle" pattern and maintain its competitive advantage.

Changshu is a well-known cold proof clothing and leisure clothing cluster in China, and is in the "head" of the industry in the field of down jacket, men's wear and women's clothing for the middle-aged and the elderly.

According to Jiao Yafei, mayor of Changshu City, there are more than 1800 textile and garment enterprises in the city, with the largest professional clothing circulation market in China, with a total warehouse of 35000 tons and an annual trading volume of more than 160 billion yuan. It not only establishes a complete industrial chain system integrating chemical fiber, spinning, weaving, printing and dyeing, clothing design, garment processing, logistics and marketing, but also forms characteristic clusters such as down jacket, autumn and winter jacket, knitted fabrics, non-woven needle punched equipment, etc.

In recent years, with the continuous improvement of brand building, intelligent manufacturing, new material development, creative design and other development levels of garment enterprises, especially after the outbreak of the epidemic, the reconstruction of international market and the continuous upgrading of domestic market consumption demand have provided Changshu, as an old brand cluster, with new opportunities for industrial leap.

"Based on the dual cycle, the town will be built into a modern service industry cluster led by fashion and creative industries by gathering new formats such as brand, design and platform, so as to realize Shanghai's policy source, Changshu transformation, provincial collaboration and global marketing." Changshu clothing city economic development bureau director Jin Yuheng said.

Han Ping, President of Jiangsu textile industry association, deeply agrees with this. Taking Nanjing as an example, he said that Nanjing has strong purchasing power and strong fashion atmosphere, which has spawned more than 200 women's clothing enterprises, which is called "women's clothing city" by the industry. Although there are many brands of women's wear, there is a lack of fabric enterprises in Nanjing, so the fabric cluster in the province can integrate with the Nanjing women's clothing cluster, carry out the whole chain integration, and promote the textile industry to climb to the high end of the value chain. In a word, we should concentrate on our advantages to strengthen the chain, help each other and make up the chain, so as to promote the industrial cluster to become bigger and stronger.