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Keqiao Textile Enterprises: Thousands Of Grinding And Ten Thousand Blows, Still Strong, Any East, West, North And South Wind!
Today's world is experiencing a great change that has not happened in a century. As more and more "black swan" events are approaching, it seems that everyone is in the game. In 2022, with the arrival of the new year of the tiger, China's economic operation has made steady progress, the consumer market is booming, and the preferential enterprise policy has boosted confidence, ushering in a new beginning. However, with the Russia Ukraine conflict, repeated epidemic situation, raw material ups and downs and other effects, the market reversed. Under the great changes, how to open up a new situation and cultivate new opportunities? All walks of life are exploring new paths and methods.
As the largest textile market in China, China Textile City has a sales network covering 192 countries and regions. Nearly a quarter of the global fabrics are traded here every year. Undoubtedly, it has a deeper understanding of the recent changes in domestic and international situation and market conditions. At present, the first quarter has ended, the original "three gold and four silver" traditional textile peak season does not seem to be as promised. As the main body of the market, enterprises and operators are the driving force to maintain the vitality of the market. They have the most obvious perception of market changes, and have unique insights and innovative measures to adapt to the situation.
Recently, the reporter of textile and clothing weekly interviewed many enterprises to understand the difficulties and key points they are facing under the current situation, as well as how they can reduce losses and resolve the crisis, so as to promote the development of enterprises to a higher level. The reporter learned that a small number of enterprises insist on static braking and smooth living, while most enterprises advocate active response and active change. They practice their internal skills through product innovation, channel innovation and service innovation, and try to take this as an opportunity to transform and upgrade and enhance their anti risk ability and comprehensive strength.
NO.1
How does Keqiao Textile enterprise influence?
With the emergence of more and more unstable and uncertain factors, people seem to have a deeper understanding of what is the "community of human destiny", from large to small, from the country to the individual. No one can be alone. In this regard, Keqiao Textile enterprises, which are deeply affected by the conflict between Russia and Ukraine, repeated epidemic situation and raw material fluctuation, have a deep understanding.
Shaoxing Hantu Textile Co., Ltd., located in the grey fabric market, mainly specializes in imitation acetic acid, satin, composite silk, lattice bubble, CeY cut flower, CeY jacquard, environmental protection recycling and other series of products. It has its own jet weaving factory in Hai'an, with strong product R & D and production capacity. Since this year, Hantu textile, which is in the middle of upstream yarn end and downstream foreign trade enterprises, is facing an awkward situation due to the sharp rise and fall of raw materials and foreign trade market.
"More than half a month after the Spring Festival, the market is still relatively prosperous. Unexpectedly, with the intensification of the conflict between Russia and Ukraine, a series of problems have arisen, such as the rise of crude oil, the fluctuation of exchange rate, and the rise of sea freight. With the rise of polyester raw materials in the upstream, our yarn costs naturally rise. The downstream trade enterprises are affected by the foreign trade market and their orders are reduced. Our grey cloth enterprises in the middle link are like" sandwich cakes " "Dry" is squeezed at both ends, which can only be digested by itself Han Tu Textile General Manager Zhu Yu said.
In addition to the influence of the external international situation, the repeated internal epidemic situation led to weak market demand, many clothing markets were shut down, express logistics was hindered, and major exhibitions were stranded due to the epidemic situation, which brought troubles to many Keqiao fabric enterprises. Wang Xingwei, general manager of Shaoxing Haopai Textile Co., Ltd., which is located in the old market, said that the company specializes in high-end jacquard fabrics, mainly for domestic sales. Affected by the epidemic situation, the clothing markets in Shenzhen, Guangzhou and Hangzhou have been suspended successively, which has a direct impact on the promotion of products in the new season and the orders for the whole year.
Shaoxing kunye Textile Co., Ltd., which originally signed up for the spring and summer 2022 Intertextile flour and accessories exhibition, hopes to promote the latest research and development of acetic acid series products, enhance the enterprise's reputation and meet more domestic and foreign customers. "Under special circumstances, safety first, the company understands and supports the cancellation of the exhibition, but it has a certain impact on the new product promotion plan of the enterprise this year. Fortunately, the customer group of the company is relatively stable, and the impact is within the controllable range." Company foreign trade director Liang Jie said.
In fact, the situation of the above enterprises is also the general situation of Keqiao Textile and even the national textile industry. Keqiao Textile enterprises, which have just recovered from the impact of last year's sharp rise in raw materials, power rationing and repeated epidemic situations, are facing multiple tests this year. This is a critical moment to demonstrate the resilience and resilience of enterprises in the industry.
NO.2
How to deal with Keqiao Textile Enterprises?
If the road is blocked and long, the road will come. Challenges and opportunities coexist, and history always advances in solving problems. Improving the ability to solve practical problems and resist risks is an inevitable requirement for the growth of enterprises, and also an important demand for coping with the current complex situation. In view of the current situation, how can Keqiao Textile enterprises look for opportunities according to their own actual situation and adapt to the situation?
Practice internal skill and improve comprehensive strength. The key to survive in the tide of the times is "exchange blood". Only by changing ourselves from the inside first, can we be reborn from the inside to the outside. Wang Xingwei believes that products determine the market. In any case, the quality, function and innovation of products are the magic weapon to attract customers. Therefore, Haopai textile started from raw materials and cooperated with professional R & D institutions to develop a series of jacquard fabrics, such as Rensi, Tencel, jinni, modal, Tongan, etc., which are favored by famous brands such as Hailan home, jiumuwang, Jinba and taipingnian.
Although the market is changing, Zhu Yu is still optimistic about this year's development prospects, and summed up that innovation, green and service should be broken more. "European and American markets have very high requirements for green products. Since 2018, Hantu textile began to develop and produce recycled products, and passed the GRS (global recycling standard) Certification, at present, the regeneration series has accounted for about 20% of the total sales. This year, the company will take the recycling series as the breakthrough, take the jacquard and woven series as the main direction, continuously improve the added value of products, and strengthen the stickiness with customers by optimizing the service Zhu Yu said.
Expand channels and tap online potential. Affected by the epidemic situation, exhibitions around the country are delayed and cancelled, and the flow of people in the physical stores of the market is sharply reduced. Online promotion is undoubtedly an effective marketing method. Wang Xingwei said that in recent years, he has deeply felt the power of live broadcast and online communication. Many of the company's customers have already sold their products through online channels such as live broadcast, wechat video and shaking tone, and the effect is very good. At present, the company is considering how to run the online platform and further expand the sales channels.
Zhu Yu said that in the era of digital economy, online and offline integrated development is the general trend. Before, the company has tried to publicize with shaking tone and small video, and the number of hits is still good. At present, it is planning the operation of the public account and exploring a more systematic online publicity mode. Although grey cloth can not be directly traded online as terminal products such as clothing, it can play a role in publicity and drainage The role of corporate image publicity and product promotion.
With static braking, persistence is victory. Yaxinpeng home textile, located in the old market, is mainly engaged in four piece home textile fabrics with cotton printing as the main material. Its patterns are rich and the quality is stable. The products are exported to Malaysia, India and other countries along the belt and road. Affected by the foreign trade situation and the rising price of raw materials, the company's orders have been greatly reduced in recent months. Dai Zhanjun, the person in charge, believes that the worse the market is, the more stable we should be, the lower the cost and expenditure, so as to cope with the ever-changing changes. We will always wait for the time when there is a bright future.
NO.3
What is the long-term layout in the future?
The eight immortals cross the sea and each shows his or her magic power. Faced with the double pressure at home and abroad, Keqiao Textile Enterprises firmly believe that there are more ways than difficulties. Only by squatting can we take off brilliantly and create a new situation in the changing situation. While actively dealing with the current difficulties, many enterprises also take this opportunity to reform the old and reform the new, reverse the trend of layout, and move towards the high-quality development path.
As a post-90s master's degree enterprise helmsman, Zhu Yu has a strong ability to accept and explore new things. Zhu Yu believes that the market has its own operation law and development track, and the textile industry is also divided into the new year and the small year. When the year is small, the strength is dormant, and the new year is the big year. It is understood that at present, Hantu textile's jet weaving factory in Hai'an is building a new modern factory area. After completion, it will adopt digital management and intelligent equipment, improve the green plant coverage rate of the park, install solar photovoltaic panels, and create a green intelligent park. In addition, Hantu textile also rents a 600 square meter area in the textile capital building in the grey fabric market, and will build a fashion exhibition center integrating office, leisure and exhibition, so as to improve the staff's office environment and customer scene experience.
"It is our textile people's responsibility to turn the traditional sunset industry into a high-tech sunrise industry. In the future, Hantu textile will actively change the production mode and sales mode, enhance the level of digitalization and greening, upgrade the operation and service concept, create integrated flexible solutions for customers, and ensure the long-term healthy and orderly development of enterprises." Zhu Yu said.
Wang Xingwei said that in recent months, the multiple superimposed unstable factors are a process of great waves scouring the sand for the whole textile industry. With the increasingly fierce competition in the industry, enterprises should constantly improve the brand premium advantage and R & D innovation ability, and enhance the competitiveness of the subdivided fields. In the next step, Haopai textile will deeply explore the jacquard field, strengthen the research and development of functional fabrics such as graphene, as well as the application of cuprammonia, modal and other natural fibers, so as to win market share with functionality, fashion and health.
After thousands of grinding and thousands of blows, the wind is still strong. In the face of the ever-changing international situation and market industry, many enterprises in China Light and textile city use their own ways to eliminate interference and overcome difficulties. Based on the current situation and focusing on the long-term, they adhere to the established rhythm and goal, lay out the future development direction in a larger coordinate system, seize new opportunities, show new achievements and open up new situations in the changing situation, Contribute to the healthy development of the industry.
(source: textile and clothing weekly)
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