Textile And Clothing Provinces, How To Get Out Of The Path Of Change

Vertically and horizontally

A few days ago, the China clothing association released the top 100 list of China's clothing industry in 2018. 130 enterprises were listed on the list, and 31 Suzhou enterprises, including Hai Lan, red bean and Bosideng, were selected. Looking at Jiangsu enterprises, the number of selected enterprises has changed. The number of enterprises selected has been the largest for many years.

In the process of the deep adjustment of the national garment industry, what role does the Soviet Union play? How should the textile and clothing provinces go out of the path of change?

Soviet Union, a mirror of deep adjustment of industry

When it comes to the down jacket brand, many people will blurt out "Bosideng", but not everyone knows that Bosideng is actually a brand in Jiangsu.

Since last year, Bosteng has come back to "early heart" and has made a strong down garment business. The data show that Bosteng has a strong return: last year, Bosideng single brand retail sales exceeded 10 billion yuan, and only 11 on the same day, the down jacket sales exceeded 740 million yuan.

The bright data comes from the deep ploughing of the brand. "Brand is the core competitiveness of Bosideng, and it is also our most precious resource." Gao Dekang, chairman and President of Bosideng International Holdings Limited, told an exclusive interview with our reporter that Bosideng, in the area of product upgrading, cooperated with internationally renowned design companies and top designers to study the trend of fashion, strengthen design research and development capabilities and quality control, carry out fashion upgrading, function upgrading and quality upgrading, and sales of high-end products increased by more than 500%. In terms of channel upgrading, we will actively enter the core business circle and mainstream channels, and will continue to promote the integration of online and offline businesses in the future.

"Bosideng goes out of the road of" self-reliance of domestic goods ". Zhu Xiaofeng, director of the Changshou City Bureau of industry and commerce, told reporters smiling. "Bosideng has replaced the" canadian goose "in the hearts of some people.

But not all enterprises have such a high gloss moment.

"On the road of transformation, there are a few unhappy families who wake up early and live well." Xie Ming, President of Jiangsu Textile Industry Association, recently attended several seminars. She lamented that the enterprises that took the initiative to fight for greater development space, and the enterprises that were complaining and complaining would inevitably be eliminated.

Yueda group, which is located in Yancheng, has always been famous for its automobile. In fact, textile is also an important part of it. This year, Yueda textile has grown against the trend, with a profit of 6 million yuan in 1-5 months, and the annual benefit is expected to reach 30 million yuan.

"As the pilot unit of the two integration of the Ministry of industry and information technology, automation and intelligence started early." Wang Lianchun, chairman of the board of directors of Yueda group and Secretary of the Party committee, are busy with the demonstration of Yueda textile's "out of town into the garden" project. He said that the starting point of this project planning is even higher. In this round of industrial transformation, the industrial chain will be further strengthened, and the level of intelligence will be further improved.

The Soviet Union and enterprises are the "mirror" of the deep adjustment of the textile and garment industry. On the top 100 list of China's apparel industry in 2018, total profits fell by 0.87% last year, accounting for over 50% of the total corporate profits, with an average profit margin of 11.07%, down 0.09 percentage points from 2017, and 5.18 percentage points higher than the corporate profit margin. It is not hard to see that in the depth adjustment of the whole industry, industrial resources are accelerating to concentrate on dominant enterprises and further increase the concentration of industries.

"There is no sunset industry, only sunset enterprises."

"Textile and garment industry is a traditional pillar industry in Jiangsu, an important livelihood industry and an obvious industry with international competitive advantages." Xie Ming is willing to relish the fact that 21 years ago, when the first international dress festival was held in Jiangsu, "four provincial leaders were coming."

"Hard bottom" is a distinctive feature of Jiangsu's textile and garment industry. In 1998, Jiangsu's textile industry achieved 161 billion 128 million yuan in main business income. In 2017, its main business income was 1 trillion and 564 billion 760 million yuan, an increase of several times. In terms of exports, Jiangsu's textile and garment exports in 1999 amounted to 5 billion 682 million dollars, and in 2017, this figure has risen to 48 billion 967 million dollars.

Last year, the province's textile industry above 7224 enterprises, the main business income exceeded 10600 billion yuan, an increase of 1.6% over the same period last year, accounting for 1/5 of the national textile industry, the total size continues to maintain the nation's first.

In fact, the main business income of our province's textile and garment industry has been growing at a low speed for less than 5% years for many years. Provincial Industry and Information Bureau related personage introduction, our province textile industry development still exist some key core equipment technology is relatively backward, rely on imports, high-end industrial textiles compared with the international advanced level gap is bigger, short board need to lengthen.

Brand has always been a "big problem" in the textile and garment industry. The industry believes that it takes at least ten years to cultivate a mature brand. At present, our province's textile and clothing products are still dominated by OEM, especially in women's wear and children's wear. Brand building is relatively weak, and creative design ability needs to be strengthened.

An embarrassing situation is: Jiangsu is a big province of textile and clothing, but there is hardly any women's clothing brand that can let people blurt out. Despite the emergence of the "new power" of women's clothing in recent years, such as the goblin pocket, Wenger and Aston, there are still too few. As the first tier luxury brands enter China, consumers' desire for independent brands is also increasing.

"There is no sunset industry, only sunset enterprises." Xie Ming, for example, has an index in textile industry -- "ten thousand spindles employment". In the past, ten thousand spindles were used for hundreds of people. Now the average level of ten thousand ingots is about 50-60 people. The best enterprises in China can be restricted to about 20 people. "In fact, textile industry has become a capital and technology intensive industry."

Cluster development, cultivate more "towering trees"

Located in the northwest corner of Haimen City, Nantong, located at the junction with Tongzhou District, is located in the international textile home of the world's three largest home textile city. It drives over 70 kilometers to the south, and is one of China's largest clothing wholesale markets, Changshu International Garment City. It continues less than 100 kilometers southward along the Changtai Expressway and can go directly to Wujiang's "first cloth market" of China's Oriental silk market. Last year, the annual sales of these 3 markets exceeded 100 billion yuan.

The location of these textile and garment markets is also the highest in Jiangsu's textile and garment industry. The industry has become an important measure to further promote the textile and garment industry in Jiangsu.

This year, Jiangsu has set up an advanced manufacturing cluster project library, including 863 projects, including 44 high-end textile cluster projects. In 1-6 months, it has invested 8 billion 680 million yuan, accounting for 55.7% of the annual plan.

All past is the preface. The market of "low-end" products is also changing now.

Yancheng City's modern high-end textile industry area has developed into the industrial pattern of high count yarn, high-grade fabrics, high-end dyeing and finishing, brand clothing and home textile industry, and has formed the industrial pattern of spinning, weaving, dyeing and finishing, clothing and home textiles. The Nantong Home Textile City, which is adjacent to the home textile city of yenshi bridge, has gathered more than 5000 electric business enterprises, and has built a Home Textile Research Institute, an e-commerce industry park, an intellectual property protection center, a painting fair, and other public service platforms. Wujiang's Zhen Ze is building a "characteristic silk town", establishing a Jiangsu brand cluster cultivation base, and establishing the Zhen Ze silk inspection center, and the silk industry chain core area has nearly 200 silk enterprises.

The transformation practice of Zhangjiagang, the leader of county economy, is especially typical. The "brand" children's wear, "Australia ocean family" brand men's clothing, "snow Lan" brand series cashmere sweater, "Shu run" brand series socks... Zhangjiagang, which owns more than 3100 textile enterprises, has developed a number of independent brands. 80% of the textile equipment in the textile industry has reached the domestic and international advanced level.

"Our city will also strengthen strategic coordination and industrial docking with the surrounding cities. Through the implementation of intelligent manufacturing, technology driven and brand promotion projects, we strive to cultivate hundreds of billions of textile industrial clusters and 5 billion leading textile enterprises through 5 years' time." Tao Yanbin, director of Zhangjiagang City Bureau of industry and commerce, said.

A feather shows the direction of the wind, and a grass shows the flow of water. Perhaps the next sea LAN, red bean and Bosideng are pregnant, waiting to grow into new towering trees.

Short commentary >

Choose brands and set up new businesses.

Many economists have said: "there is no sunset industry, only sunset enterprises and sunset thinking." Textile and clothing, compared with artificial intelligence, 5G and other emerging industries, may not have been at the top of the wave. The uncertainty of the economic situation and excess capacity, as well as labor, energy, transportation, environmental governance and other four "cost mountain", so that the textile industry's future challenges.

As things are like grass and spring grows, just like the seasons, some industrial sectors will continue to add new elements and give new soul and core as time goes by. If you want to spin out hope, weave tomorrow, when you need to look at the present, look at the future and step forward.

Choose brands. As one of the core values of a company, brand is undoubtedly a solid "moat". If "OEM" is the prevailing and easy choice of Jiangsu enterprises, "creating brand" is a difficult and inevitable process. Brand is the best business card of a company. A good product is only the foundation of market success. It is the best weapon for an enterprise not to be submerged in the market flood. To cultivate more independent brands is also the only way for Jiangsu to remove the label of "OEM".

Go to innovation. "Wake up early, live well", more and more textile enterprises foresee strategic adjustment, and vigorously develop high-end products, and strive to achieve "people without me, people have me new", and gradually stabilize the market heel. In the past, "what the market needs, what to produce", in the future, we must independently guide the market and guide consumption. Jiangsu is in the Yangtze River Delta economic belt. We must seize the focus of "fashion industry", aiming at intellectualization, greening and fashion, making the "urban industry" strong and heading for a fashionable province. Facts have proved that the more we go to new places and heights, the easier it is to get out of the sunset and usher in a new dawn.