Jiangsu Textile Implements Brand Strategy And Promotes Industrial Upgrading

< p > in 2010, after the first entry into the trillion yuan industry ranks in the whole country in 2010, Jiangsu's "a" target= "_blank" href= "http://www.91se91.com/" > textile < /a > has achieved better development in 2011: the gross value of industrial output value is higher; exports are expected to exceed 42 billion US dollars, ranking second in the whole country. What is even more gratifying is that the profit growth of the textile industry has exceeded the growth of output value and the economy has been running smoothly.

The Jiangsu Textile Industry Association held a research forum in Zhen Ze town, Wujiang recently. The reporter got the above information at the meeting.

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< p > Xie Ming, President of Jiangsu Textile Industry Association, said that the output of Jiangsu textile industry in 2011 was lower than that of the national average by 3~5 percentage points, but the output value and profit increase were all higher than the national average growth rate.

Xie Ming said that Jiangsu textile enterprises have made positive adjustments in product mix, adjusted product grades, adjusted market orientation, and gradually increased the added value.

The company, such as Ma Li Fang, Shan Shui silk, Deke textile, Xinshen group, Ying Bao silk, Qingtian enterprise, Jili silk, Cun Yun silk and silk cube, has participated in this symposium.

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< p > < strong > product upgrading. Grasp the international market and relax. < /strong > < /p >

< p > Zhou Lihua, general manager of Suzhou Qingtian Enterprise Development Co., Ltd., introduces that Qingtian business owners do knitting "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ", mainly export OEM, and also do domestic ODM.

In recent years, with the rise of labor costs and business costs, China's textile and apparel products must be pformed to a high level in the international market.

Qingtian enterprises seize the opportunity to carry out technological pformation. Now the equipment has been pformed into Stoll or island precision flat knitting machine.

At the same time, the enterprises will shift the manufacturing links out to build factories in Anhui and Jiangsu Suqian respectively, and the output will also increase year by year while improving the product quality.

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Less than P, the proportion of products sold by Xinshen group is about 70%.

In order to overcome the difficulty of increasing export difficulty, the group worked hard on product structure adjustment, and focused on developing linen decorative cloth according to the characteristics of linen textiles.

The process of making short coarse flax fibers for weaving and upholstery fabrics such as sofa fabrics has been adapted to the fashion trend of household textiles, and has reduced the cost and expanded the market.

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Less than P, Deke textile products are mainly cotton fabrics, and hemp fiber products account for about 10%.

The price of cotton roller coaster in 2011 made deep sense of Deke textile.

The increase of cost drives the export grade of Deke textile adjustment.

"WAL-MART's products have no way to do it. Their price is calculated and we have no profit at all.

We only have to make high-end, high value-added products, cooperate with high-end department stores and < a target= "_blank" href= "http://www.91se91.com/" > brand clothing "/a".

Mao Guosen, chairman of Deco (Suzhou) Textile Co., Ltd.

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< p > "in the international market, our competitive advantage is under pressure from Southeast Asia and other countries. In such a situation, Jiangsu textile enterprises have not relaxed the international market. Instead, we have been tightening up the structural adjustment, upgrading the product quality, moving the products from the stalls to the supermarkets, and now heading for the department stores. From OEM to ODM, we aim at the high-end market."

Xie Ming said, "this is the characteristic of Jiangsu, and the domestic and foreign markets should be combined with each other, so we must not rush to the domestic market."

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< p > < strong > implementing brand strategy and promoting industrial upgrading < /strong > < /p >

< p > Jiangsu textile industry has a strong manufacturing base and a strong entity manufacturer complex.

With the brand's guiding role becoming more and more apparent, Jiangsu textile and garment enterprises have already appreciated the value of the brand.

Xie Ming pointed out that in the textile industry chain, the profit of the manufacturer is only 16%~20%, and the benefit of 80% is in the hands of the brand dealer. The brand dominates people's consumption and holds the market's voice and pricing power.

Under such circumstances, Jiangsu enterprises have implemented brand strategy, created their own brand and realized industrial upgrading.

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Less than P, Deco has introduced the brand ASOBIO from Italy to the domestic market at the same time of stabilizing the international market, making it more in line with the needs of Chinese consumers.

The company has introduced more than a dozen famous brands from the world famous brands such as a target= "_blank" href= "http://www.91se91.com/" > designer "/a". It has pformed ASOBIO into a combination of fast fashion and business, and has been recognized by consumers.

At present, Deco has more than 10 stores in Shanghai, of which the flagship store in Nanjing West Road, Shanghai, has a sales volume of 390 thousand yuan on the first day.

The mode of setting up a direct store can directly implement the strategy of the company's headquarters, and the turnover of the outlets in 2012 is expected to reach 700 million ~8 billion yuan.

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< p > Xinshen group is also actively expanding the domestic market, and its fist product is decorative fabric that meets domestic consumption demand.

This year, Xinshen Group strives to increase the share of domestic sales to 40%.

Qingtian enterprises began to make brand in 2007. At present, there are more than ten Direct stores. The goal is to steadily and steadily push forward.

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< p > silk has been sold in the domestic market, and its brand silk home textile products have been serialized.

General manager Liu Ying said, from Australia and Japan to participate in the exhibition, foreign consumers are still very fond of silk products, so long as the products are perfect and fashionable, they are not afraid of no market.

At present, Shanshui silk has not only entered the shopping mall of the first tier cities, but also has more than 100 stores (cabinets), and has registered the Chinese dream brand in Australia, and has registered its own brand of landscape silk in Japan. This year, it will also register its own brand in Spain.

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< p > the brand "Taihu snow" of Suzhou Ying Bao silk Co. Ltd., sales increased by 40% in 2011.

Hu Xiaofang, general manager, told reporters that "Taihu snow", which just got rid of the family workshop mode, is now eager to go out of Suzhou and expand the market.

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< p > Jiangsu Sulong textile technology group started its brand in November 2010 and has a very high starting point.

The group registered the brand, and created Ma Li Fang, that is, ma life Museum, from silk spinning to linen, from single linen fabric to a full range of Ma culture, to build an open industrial platform, which embodies the form of industrial tourism.

Chen Honggen, chairman of the board of directors, said that the first problem is the concept, and the two is market expansion.

It is necessary to make efforts to publicize the culture of hemp so that more Chinese consumers can wear linen and linen, and the most important thing is technological innovation.

At present, Su long is working with Donghua University to develop flax wrinkle resistant subject. After the success, it is hoped that the anti wrinkle effect of linen products will be similar to that of cotton.

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< p > "from the manufacturer to the brand operator, this is a gorgeous turning process. We must learn to operate the new system.

Jiangsu textile and garment industry has the foundation of manufacturing industry, so brand operators must learn to integrate resources.

Xie Ming said, "in recent years, the textile and garment industry in Jiangsu has proposed the goal of" brand Jiangsu and fashion Jiangsu ". At the same time, it actively builds up the new advantages of Jiangsu, namely, the six new advantages of efficiency, quality, brand, fashion, talent and environment, so as to achieve the upgrading of the pformation with the unique attitude of Jiangsu.

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