Linen Textile Enterprises Should Identify Market Orientation

2010 spring and summer fabric exhibition Linen fabric Quite a number of foreign businessmen are interested. The picture shows a foreign businessman preparing to place an order for a spinning and weaving enterprise.

"Linen is more respectable than Benz" is an article written by Zhigang Zhao, a linen man. Zhigang Zhao is also a consultant to China's Linen Textile Association. He mentioned that the NM75 ramie yarn produced by Jiangsu Changzhou Meiyuan Linen Textile Co., Ltd. was priced at 380 thousand yuan per ton, and the unit price was even more expensive than that of a Benz E300 car. In the context of overcapacity in the hemp spinning industry and the serious homogenization of products, the high-end line of Changzhou Meiyuan seems to give us some inspiration.

The price is higher than that of the sky.

The reporter contacted the source of Changzhou Meiyuan, who told reporters that the high count yarn produced by them has accumulated for many years and is "historical and traditional". The company has been abroad since a few years ago. Imported Linen processing equipment, after three years of research and development, successfully produced this raw material from France and Belgium, the expensive high-end yarn. When asked about the sale of this yarn, the person in charge said: "this yarn is very large, and no order can not be blindly produced."

When the financial crisis sweeping across the world spread to China's textile industry, the textile industry was greatly impacted, and many small and medium-sized enterprises were on the verge of collapse. As a small enterprise in Changzhou, Meiyuan did not compete with its counterparts in the price war, but insisted on doing a good job of its own advantage projects and out of a road of differentiation. The head of the company said that the financial crisis did not have a big impact on their businesses. However, the responsible person has repeatedly said that our enterprises are small in scale and 1% below the capacity of the industry. "It is a special case, and it is hard to represent the commonality of the industry".

Reporters also learned in the interview that many enterprises have tried the development of high-end products, but because of the cost and sales problems, they did not last. Hu Shen, the new Shen group, said they even produced 80 high-end yarns and later gave up.

According to Zhigang Zhao, the development and production of high end yarns in the hemp spinning industry is a systematic project, which requires strong strength and massive investment. The raw materials used for producing high end yarns are very expensive in itself, and the enterprises need corresponding products. technology Support, management assistance, and enterprises also have a group of highly skilled and skilled workers, "these are not effective at one thirty."

Find the right position and do it well.

The reason why China can become the world's leading leader in hemp spinning is its own comparative advantage. Zhigang Zhao said in an interview: "many Eastern European enterprises are squeezed out of China's hemp spinning industry." However, the so-called "Cheng Xiao He, also defeated Xiao He", the high investment in the past also makes China's hemp spinning capacity relatively surplus. After the financial crisis, huge capacity can not be diluted for a time, which has become the bottleneck of the development of the present textile enterprises. At the same time, the quality of hemp products is homogeneous, and the products are not different. Compared with others, they have no advantage, so they can only fight price war, and this low price competition is constantly squeezing the living space of enterprises.

Zhigang Zhao told reporters that in the past few years, Daqing zhaolun Linen Textile Co., Ltd. was committed to the production of 24 yarn in the middle end. Other enterprises of this yarn could also produce, but their products were better than those of other enterprises, and also gained huge market success. Zhigang Zhao also said half jokingly: "in fact, you are doing the low-end and doing well."

Novartis is a French enterprise with a long history. In the course of development, CHINO Warren has identified its own industry orientation and focused on the production and sale of flax raw materials. A media reporter asked whether the company had any intention of developing flax reprocessing. The answer was: "it's someone else's profession, not our profession."

Grow and avoid short circuits in front

Referring to the eight adjustments and changes in the 2010 hemp textile industry, Xu Jixiang, chairman of China's Linen Textile Industry Association, pointed out that we should "adjust the elimination of backward production capacity, transform the advanced technology and equipment to transform", "adjust the blind investment and expand the scale, and strive to improve the quality and efficiency." Hemp textile enterprises should be positioned in the high-end, which is the development trend of the industry.

However, updating equipment, developing new technologies and adjusting the industrial structure will not be completed overnight. Changzhou Meiyuan has taken advantage of its own advantages and stepped out of a high-end line. If enterprises ignore their own characteristics and blindly follow suit, the result can only be the disappearance of comparative advantage, and the high-end become the new low end, resulting in new homogenization and new price war. As long as the enterprises are able to exert their best skills, they will be able to find a way to compete in the market competition and establish their own industry status.

The allusion of Tian Ji's horse racing shows that the Chinese have been familiar with their strengths and weaknesses since ancient times. The general rule is long. In the face of "internal and external troubles", as long as we seriously study the market segmentation, we can find our own new advantages.