The Three Pformation Has Achieved The Magnificent Turn Of Jinjiang'S Textile Industry.

"Review

In fact, the inherent advantages are not outstanding.

Chen Weijin, Deputy Secretary General of Jinjiang textile and Garment Association, said.

Since the 80s of last century, it has experienced the successful crossing of the Shishi market from the counterfeit Hong Kong and Macao style production to the foreign trade, and to the establishment of its own brand.

In the process of development, the reasons for the success of Jinjiang's clothing industry today are three changes:

From blind licensing to rational licensing.

In the early days of Jinjiang's clothing brand building, most of them took the simple mode of "CCTV advertising + celebrity endorsement". This mode played a positive role in rapidly promoting brand influence and popularity at the initial stage of brand creation, and made the enterprise get a good short-term return.

However, due to the lack of scientific planning in production and marketing terminals, some enterprises are in trouble because of licensing.

After entering the twenty-first Century, many brand enterprises began to organize personalized brand image planning packaging by introducing famous brand planning agencies, hiring brand marketing professional managers, etc., to establish a standardized brand franchise and production logistics organization mode, and strive to improve the cultural connotation.

From extension to connotation upgrading.

Early

More attention should be paid to expanding production capacity by importing new production equipment and relying on cheap products to occupy the domestic market space.

In recent years, some brand enterprises, especially the first-line clothing brands, have begun to turn their vision to the upgrading of enterprises' connotation. By increasing their own R & D input, enhancing brand value-added and enhancing their core competitiveness.

Most of the brand enterprises in the city own their own R & D institutions, and the product R & D centers of the 2 companies of the seven wolves and HOSA have been identified as state-level and provincial technology centers. Some of the first-line brand enterprises also set up R & D centers in cities such as Hongkong, Shanghai and Xiamen. According to the survey statistics, the proportion of the city's first-line clothing brand enterprises in annual technology development accounts for 3-5% of the total sales revenue.

From single fight to alliance pformation.

With the continuous expansion of the scale of brands, some of the first tier brand enterprises began to shift from the original olive centered business mode with the middle and light ends to the dumbbell business mode with heavy weight at the middle and the middle. The main focus was placed on the establishment of the product development system and the laying of the terminal marketing network. The expansion of production capacity began gradually through the form of outward orders, thus driving the proportion of external output value to total output value increasing year by year.

Among them, apart from the leisure series products produced locally, the other series of products are basically produced in the field. The proportion of external products such as nine Mu Wang, Jin Ba, Qipai and so on accounted for more than 1/4.

The three great changes have led to the magnificent turn of Jinjiang's textile and garment industry.

Nowadays, the brand building of Jinjiang's textile industry is fruitful, and there are many famous domestic brands, such as "seven wolves", "powerful rallies" and "seven cards".

Textile and garment enterprises actively participate in the capital market and strive for greater development.

In the past 10 years, 12 textile and garment enterprises in Jinjiang have been listed on the market, accounting for 1/3 of the 39 listed companies in the city. While emphasizing brand building, Jinjiang textile and garment enterprises have introduced a large number of advanced equipment and embarked on the road of developing R & D, innovation and high technology. It is especially worth mentioning that under the guidance of local governments and associations, the modern enterprises developed from manual workshops have carried out lean management successfully, and achieved profits by management control cost and management.