"Crisis" In The Needle Clothing Industry To Find "Opportunity" Pformation
It is understood that as early as the domestic spindle is 80 million spindles, there are more than 30 domestic clothing manufacturers with a certain scale, and the annual output of the clothing industry can reach about 60000. The metal clothing (including wool and non-woven fabrics) is about 16000 tons, and the woollen elastic card clothing (including wool clothing) is about 2 million 500 thousand meters.
If the whole country produces all the card clothing producers, the production capacity will probably increase by about 10%. Gao Junjie, director of the Henan first textile equipment Limited by Share Ltd needle clothing factory, told reporters: "at present, some large scale clothing manufacturers have hundreds of production lines. The annual production of clothing can reach more than 10 thousand sets, and the annual total output of domestic clothing is above 100 thousand sets." Due to the rapid development of production, some of the products have already been overloaded, and the production capacity has exceeded the total market demand. This phenomenon will continue for a long time to come. With overcapacity and financial crisis, confidence is still not enough for needle clothing enterprises to stick to their own market.
變消極等待為積極應對
Many companies are waiting for the crisis to end soon, but there is no better idea of how to take the next step. Reporters recently interviewed some people in the industry. They generally believe that the current negative waiting for a positive response is a good medicine for enterprises to deal with the crisis.
Qin Zhenjun, a senior engineer of the China Textile Industry Association's technical progress Advisory Committee, said of domestic knitting clothing enterprises: "the domestic needle clothing enterprises should increase the market share of products by changing the gap of their products. There is still a big gap between the domestic product and the foreign products in terms of material and heat treatment. Now Nantong Jinlun Clothing Co., Ltd. and other domestic enterprises have increased the raw material cold drawing workshop of the metal card clothing, and started the practice of starting metal material from raw materials. This method of starting from the material is very consistent with the development trend of the industry."
Zhang Yonggang, chairman of Guangshan white shark Knitting Clothing Co., Ltd., said in an interview: "as a leading enterprise in the manufacture of needle clothing in China, we attach great importance to every market share. We must highlight the sales of high-end clothing and the two ends of the domestic professional market this year, and continue to give full play to our advantages and competitiveness in the middle end market. We have enhanced the market share of white shark products by improving the professional skills of salesmen and upgrading the technical service level of pre sales and after-sales service engineers.
Zhang Xin, general manager of Shanxi Venus Equipment Co., Ltd., speaking of responding positively to the crisis, said: "we rely on the advantages of Venus, aiming at the high-end market of textile needle clothing. The products of the Venusian needle cloth are mainly matched with the domestic and foreign combing equipment, and the market resources are relatively short in China. Venus uses the imported equipment of Italy to produce JT, PT and other series clothing products matching with blowing carding unit. These products are sold well in the domestic market and the price is high.
The sales focus of our products is the famous textile enterprises in China. At present, some of the top 50 enterprises in China are already using Venus products. The rest of the enterprises are also actively exploring, because our products have high technology content and meet the needs of these users. In addition, next step is to prepare for two tasks. First, we will expand the annual output of flat clothing to 10000 pairs to 15000 pairs, and expand the production scale of metal clothing, and achieve four matching targets. Two, we are prepared to take advantage of our company's introduction of digestion and absorption of independent innovation, and implement the project of new flat card clothing needle machine, so as to provide high-tech textile equipment for domestic and foreign markets and achieve diversified operation.
依憑優勢進軍國際市場
Referring to the experience of entering the international market, Zhang Yonggang said: "since we started our company, we have been attaching importance to overseas market work and achieved fruitful results. At present, we are actively exploring overseas markets through overseas direct selling and agency. The white shark card clothing has the advantages of carding system's complete matching capability, quick response product supply chain, and meeting the needs of customer differentiation and combing solutions. According to the current situation, Jinlun branch set Limited by Share Ltd to concentrate on the market and catch the construction of the four big brands of white shark card clothing: great white shark, whale shark, shark shark and tiger shark.
Zhang Xin, general manager of Shanxi Venus equipment company, has also expressed similar ideas. He said: "under the current worsening market situation, we have increased investment in advertising and market development, and insisted on publishing new equipment, new technologies and new products information at international exhibitions.
According to the actual situation of the company, we have formulated a sub regional market development plan: constantly consolidating the old users, focusing on developing new users, increasing market risk prevention, and increasing the intensity of the law in accordance with the law. We are fully aware that new product development is an important means to occupy the market. It is impossible to maintain the market competitiveness without the new products needed by the market. Therefore, we should take the development of new products as the most important part of the enterprise strategy.
Lu Ting, chairman of Limited by Share Ltd, said in an interview with reporters: "Jinlun Limited by Share Ltd began to expand its foreign market in 2007. Now it has opened up the market in India, Pakistan, Vietnam, Thailand, Russia and other countries, and its products have been widely recognized and praised by customers. In view of the foreign market, we have adopted the two modes of agent system and self established branch to carry out sales.
In view of the agent system, we choose foreign famous textile equipment agents to provide them with high quality products, while providing excellent technical team support. The company produces all kinds of Carding Clothing, such as cotton, linen, woolen and nonwovens, with various Carding Clothing and fixed flat clothing, precarding board, combing machine, and the carding equipment such as the whole cylinder and top comb, air flow spinning carding roller and so on. The varieties and specifications are complete, which can meet all kinds of textile combing requirements of enterprises. This is the characteristics and advantages of our Limited by Share Ltd.
通過營銷實現升級轉型
Jinlun Ke creates Limited by Share Ltd as a domestic professional manufacturer of textile and carding equipment. In the face of severe external environment, the company worked together to resolve the adverse factors such as the rise of raw materials and the rapid increase of labor costs, and maintained the stability of the company in 2008.
The company turned in state tax in 2008 and increased by 13% over the same period in 2007, excluding sales of textile machinery and sales of individual large customers, and the sales volume in the textile consumption market still had a certain increase compared with that in 2007. In terms of product structure, sales of high-end products increased by more than 50%, effectively improving the company's product structure and promoting the upgrading of products.
Lu Ting, chairman of Limited by Share Ltd, believes that market competition will spawn economic crisis, and economic crisis is often the best opportunity to spawn industrial upgrading or pformation. In order to improve the market share of products, Jinling adopted marketing instead of traditional sales strategy, optimizing and improving sales mode and behavior. On the specific measures, we should actively employ high-quality salesmen and product service personnel to strengthen the construction of marketing teams by taking advantage of the employment problems brought about by the economic crisis.
At the same time, the company also uses the optimized performance incentive mechanism to fully mobilize the enthusiasm of marketing personnel. The economic crisis has provided an opportunity to recruit high-quality talents. In order to improve the structure of the marketing team, Jinlun took advantage of the favorable conditions of the company's headquarters to relocate Nantong's urban areas, and improved the structure of the marketing team. At the same time, the company also strengthened the quality training and training of the sales and technical personnel, so that the marketing team was strengthened.
Editor in chief: Xu Qiyun
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