Hosted By Dongguan Municipal People'S Government: 2021 Dalang Textile Forum Successfully Held

On September 25, the 2021 Dongguan textile, clothing and hat industry high quality development forum, Dalang sub Forum (hereinafter referred to as "2021 Dongguan Dalang Textile Forum"), hosted by Dongguan Municipal People's government and hosted by Dongguan Municipal Bureau of industry and information technology and Nanfang finance and economics all media group, was held in Dalang town, The purpose of this paper is to explore the transformation and upgrading of Dalang wool industry.

Xu Yingxin, vice president of China Textile Industry Federation, chairman of textile industry branch of China Council for the promotion of international trade and executive director of China textile international production capacity cooperation enterprise alliance, said in his speech that as one of the first batch of "famous Chinese woolen sweater towns", Dalang town's wool industry has become one of the largest and most complete wool industry clusters in China. After more than 40 years of vigorous development, dalangmao is in the direction of high-quality transformation and upgrading. "It is believed that under the new development pattern, Dalang will continue to rely on its sustainable competitive advantage and create more brilliance through promoting mutual development through domestic and international dual circulation."

Fang Dejia, deputy secretary of the Party committee and mayor of Dalang Town: Dalang wool industry has achieved a magnificent transformation from nothing to existence, from existence to excellence, and from excellence to strength. It has become a wonderful miniature of Dongguan, an international manufacturing city.

Liu Yu, fourth level researcher of Dongguan Bureau of industry and information technology: Dongguan will speed up the process of digitalization, branding, systematization and modernization of traditional industries, and promote the quality and efficiency improvement of textile, clothing and hat industry cluster.

Jia Xiaoming, member of the Party committee and deputy editor in chief of Nanfang finance and economics all media group: Nancai will continue to promote the docking and cooperation between high-end resources and Dongguan's traditional advantageous industries, and build an open and diversified exchange platform for the industry.

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　　 Innovation driven to rebuild the "new advantage" of Dalang wool weaving

Dongguan is established by manufacturing industry, which is also an important fulcrum for Guangdong to build a modern light industry and textile industry cluster with global competitiveness. At present, Dongguan has a number of national textile, clothing, shoes and hats manufacturing bases, such as Dalang Chinese woolen sweater town and Humen Chinese women's clothing town.

Dalang is famous for its wool weaving industry. It is one of the two provincial-level textile and garment industry technology innovation specialized towns in Dongguan. In 2020, Dalang town will vigorously promote the transformation and upgrading of wool textile industry, forming the cluster economic effect of "small enterprises, large industry and large market", so as to keep the stable development of Dalang wool textile industry and realize the "counter trend growth" of wool textile e-commerce.

"The gorgeous transformation of Dalang's wool industry from scratch to existence, from existence to excellence, from excellence to strength has become a wonderful miniature of Dongguan, an international manufacturing city." Fang Dejia, deputy secretary of the Party committee and mayor of Dalang Town, said at the forum that at present, Dalang has created 18 national famous woolen films, has more than 19000 wool enterprises, and the annual turnover of the whole industry chain market reaches 60 billion yuan.

As one of the "top 100 towns in China", equipment manufacturing industry, electronic information industry and wool weaving industry are the three pillar industries of Dalang. In recent years, the growth rate of equipment manufacturing industry and electronic information industry has been increasing. Wool textile industry, the "third pillar" of Dalang's economic development, also needs to find new development space.

At the forum, Xu Yingxin, vice president of China Textile Industry Federation, chairman of textile industry branch of China Council for the promotion of international trade and executive director of China textile international production capacity cooperation enterprise alliance, said that after more than 40 years of vigorous development, Dalang wool is transforming and upgrading towards high quality, "It is believed that under the new development pattern, Dalang will continue to rely on its sustainable competitive advantage and create more brilliance through promoting mutual development through domestic and international dual circulation."

According to the statistics of China Textile Federation, there are 10 clusters with wool, cashmere sweater and knitwear as the main products. Among them, the annual output of Dalang sweater reaches 800 million pieces, accounting for 18% of the country. It is one of the most complete wool knitting industrial clusters in the industrial chain and the largest wool knitting yarn trading center in China.

Guo Ruiping, Professor of Beijing Institute of fashion and director of China knitwear design and development center, delivered a speech on the topic of "knitting product planning and design". He comprehensively shared the boundary of brand planning, the use of trends and the barriers of product R & D in combination with Chinese culture.

Zhang Wei, co-founder of innovation service complex of fashion industry and vice president of pop global trend of Eason, believes that "Dalang is a technology led industrial cluster, and cluster cooperation is the best way to improve competitive advantage and resist external risks."

As one of the first batch of "famous woolen sweater towns in China", Dalang town's wool weaving industry has become one of the largest and most complete wool industry clusters in China. It has 4 large-scale specialized markets, 6 supporting areas for wool weaving, 6 live broadcasting bases and 12 professional wool weaving streets. The annual trading volume of the whole wool industry chain is more than 60 billion yuan.

From January to September 2020, the sales amount of Dalang wool textile e-commerce will reach 5.44 billion yuan, with a year-on-year increase of 16.6%. As of December 2020, Dalang town has 17243 wool weaving enterprises, 1862 more than that in 2019.

Lin Yunfeng, President of China Knitting Industry Association, put forward four suggestions on the new advantages of Dalang reconstituted wool knitting industry cluster; Second, design leads to create a sustainable fashion engine; Third, digital empowerment to reshape the new driving force of industrial development; Fourth, giving priority to talents and accumulating the great power of industrial development.

"We should give full play to the advantages of the complete industrial chain of dalangmao, actively carry out collaborative innovation of the industrial chain, innovate and improve the operation mechanism of the regional international brands of 'dalangmao', formulate the group standards of Dalang wool, and establish the traceability system of quality certification," said Lin Yunfeng.

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　　 Science and technology leading industrial upgrading to stimulate brand vitality

Since 2020, the epidemic has accelerated the change of consumer behavior, which also provides an opportunity for the textile and garment industry to reposition and reshape the industrial value chain. With the trend of digital transformation of Industrial Science and technology, superimposed with the impact of epidemic situation, textile industry, as a traditional superior industry, is also facing urgent industrial upgrading demand.

Liu Yanwei, vice president of China Textile Construction Planning Institute, elaborated on the major industrial changes from the digital upgrading path of wool textile industry. "Dalang wants to build a world-class textile industrial cluster, apply information technology in all production and sales processes, embrace digitalization, embrace industrial Internet, and take industrial cluster as a big platform."

The original brand construction is one of the pain points of many traditional OEM clothing enterprises. Focusing on the driving force of design and R & D, Guo Ruiping, Professor of Beijing Institute of fashion and director of China knitwear design and development center, gives professional suggestions on the design driven brand building and marketing path from the perspective of knitting product planning and design. "Brand is the comprehensive embodiment of culture and consumption desire, but at present many brands lack content." Guo Ruiping explained the way to enrich brand content from upstream R & D design, "Knitting is a kind of technology. Behind the product is the logic, method and system of enterprise's accumulation and research and development. Its essence is the aesthetics supported by culture. Enterprises can study and innovate in technology and form their own breakthrough points."

Brand building also needs to be based on the whole industry chain and make good use of popular trends. Lin Yunfeng believes that "Dalang can establish a research and release center for wool fashion trends, strengthen the research and application of fashion trends in the whole industry chain, build a public service platform for fashion and creativity, and create a cultural environment suitable for fashion and creativity."

Han Yinyue, vice president of Guangdong Fashion Designers Association and founder of the Hanah brand, believes that dalangmao can link the fashion industry resources through cross-border means, "expanding the fashion gene of wool textile industry can not only stay in clothing and clothing, but also cover all products within the scope of life. Various activities related to fashion industry can become an effective platform for brand promotion."

Dongguan Yaqi clothing is a wool weaving enterprise which has operated Internet earlier. Liu Jianbo, chairman of Dongguan Yaqi Clothing Co., Ltd., said, "Dalang industrial cluster has deep technology accumulation, but weak brand promotion. It is necessary to continue to tap the brand potential, develop medium and high-end products, and establish the core competitiveness of enterprises."

Liu Jianbo put forward several trends in the future brand marketing of Dalang wool weaving industry, "cross border e-commerce is the biggest outlet in the next 5-10 years, private e-commerce is also the trend of future business model, live broadcast and sinking market are also the big growth points in the future, and Dalang wool weaving enterprises should grasp these trends."

At present, Dalang has become a pilot project of cross-border trade e-commerce in Dongguan, and has successfully established the "Guangdong e-commerce demonstration base". There are more than 6800 enterprises in the town to explore the e-commerce market.

(source: Lanmao)

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