Textile clusters use the best industrial chain confidence to smooth the “internal circulation”
As one of the world’s leading industries, China’s textile industry has a complete industrial chain system. When the epidemic hit, China’s textile industry was self-sufficient and made due contributions to the fight against the epidemic. After the epidemic, In this era, the textile industry will take practical actions to actively smooth the “internal circulation” economy.
Gao Yanmin, Director of the Department of Consumer Goods of the Ministry of Industry and Information Technology, also said that smoothing the domestic circulation and promoting domestic and international dual circulation is becoming a new pattern for future development. The core of the domestic cycle is to build a more complete domestic demand supply system and form more new growth points. Therefore, it is necessary to combine enhancing the level of domestic supply capacity with improving the ability to meet the people’s growing needs for a better life.
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Zhejiang Puyuan:
With “Excellent + Excellent System”, a strong supply chain
In China’s economic landscape, the more developed the economy, the more important the textile and garment industry is. As a group with a more complete industrial chain and greater scale advantages, clusters have sufficient market competition and are more innovative. We are also more confident about “internal circulation”.
Tongxiang Puyuan, as the largest woolen sweater industry base and distribution center in China, millions of woolen sweaters go from here to all over the country and the world every day, attracting the United States, France, Italy, Japan, Brazil, and South Korea. , Russia, Pakistan and other countries and regions came to do business. In 2020, the overall transaction volume of Puyuan’s woolen sweater market reached 108.9 billion yuan.
Su Weiming, Secretary of the Puyuan Town Party Committee and Director of the Puyuan Knitting Industrial Park Management Committee, said in an interview with a reporter from Textile and Apparel Weekly that the Puyuan clothing supply chain has fully entered the era of “flexible fast response”, and online sales of clothing are becoming more and more popular. It is increasingly penetrating into the consumer layer. More clothing companies and brands have evenly distributed sales channels online and offline, with Taobao, JD.com, and Tmall having more wholesale customers.
In fact, for the domestic market, Puyuan began its layout and cultivation many years ago:
The first is the cultivation of independent brands. Puyuan actively encourages business owners and operators to create their own brands and intensifies efforts to cultivate independent brands. According to the characteristics of the industry, establish a brand cultivation library, implement gradient cultivation plans, and provide classified guidance to create brands at all levels. Puyuan’s corporate brand awareness has been continuously strengthened and its positioning has been determined through high-quality products. Today, brands such as Qianqiu, Yiyang, and Aiweisheng have become new knitting brands and have begun to show their prominence in the domestic market.
At the same time, in order to be more in line with the “online” trend of domestic consumption, Puyuan has also accelerated the construction of a digital matrix. Not only terminal products have been consumed online, but also digital yarns, digital fabrics, digital goods, and digital products have been built. Equipment, digital production lines, digital workshops, digital factories, digital merchants, digital stores, digital markets, digital logistics and other digital systems. Use the new generation of information technology to create a flat, efficient and collaborative corporate organization network, and develop personalized customized systems suitable for the domestic market.
In recent years, clothing consumers’ demand for clothing has become increasingly personalized, diversified and service-oriented. Enterprises need to provide customers with the right quantity, right price and highquality products at the right time, and in the process, they can make full use of various resources and reduce inventory , enhance the flexibility of enterprise production. Therefore, a strong clothing supply chain requires specialization and division of labor. Each member must be the best strategic partner, which means that it must have unique advantages, core competitiveness and control capabilities in the professional field. Only this combination of excellent + excellent systems can make the supply chain strong.
Regarding Puyuan’s grasp of the domestic market in the future, Su Weiming said that the next step will be to continue to introduce and cultivate designers and cultivate a group of key fashion brand companies. At the same time, it will deepen research on regional brand building and promote the fashionable Puyuan IP economy. Strengthen the integrated development mechanism of the “Puyuan Sweater” regional brand and product brands, corporate brands, market brands, and city brands, and actively play a mutually empowering role.
02
Humen, Guangdong:
Connect online and offline to enhance supply capacity
Since the epidemic, the export sales of Humen’s garment industry have also been affected to a certain extent. Tan Zhiqiang, director of the Humen Clothing and Apparel Industry Management Committee, said that under the epidemic, some foreign trade companies have begun to move to the domestic market, but it is not easy because companies that have been doing foreign trade for a long time lack customer resources and development experience in the domestic market. In addition, foreign trade settlement standards are It is fast and difficult to collect payment for domestic sales. These two factors make the transformation difficult. There are mainly three types of companies that have successfully switched from foreign trade to domestic sales:
The first is to open up emerging markets. For example, the ethnic clothing brand Yiying Fanghua previously accounted for a large proportion of export orders. After the epidemic last year, foreign trade orders almost came to a halt. This brand In cross-border cooperation with Xiangshan Music Group, we opened the Madouxiang Children’s Clothing Design Enlightenment Workshop, dedicated to cultivating young fashion designers among minors. The response was very enthusiastic, and the number of students quickly increased to nearly 600.The �� course has also entered the 430 classrooms of many primary schools;
The second is those that focus on independent brands. For example, Qiansheng Fashion used to undertake foreign trade mainly to undertake orders from Europe and the United States, but now it uses its own brand Shiwei for the domestic market;
The third is to process domestic brands and supply goods to e-commerce live broadcasts, etc. Most foreign trade companies used to be processing companies with great advantages in production. Now they have transformed After domestic sales, many will choose this method.
“Generally speaking, most foreign trade companies have sufficient orders, especially those dealing in casual clothing, but a few foreign trade companies dealing in formal wear and fashion clothing have insufficient orders. This is mainly due to the severe epidemic abroad and the cancellation of many gatherings. ; Orders from processing companies doing domestic sales are also relatively hot. According to incomplete statistics, in Humen, there are more than 200 companies that only produce and process SHEIN, a 100-billion-level cross-border e-commerce company, including well-known suppliers such as Yingshang and Huli. Chain enterprises and brand enterprises have sufficient orders but insufficient production capacity. Especially for brands whose production is completely outsourced, it is often difficult to find processing plants that can deliver goods in time.” Tan Zhiqiang believes that the current domestic sales market in the textile industry presents a pattern of online and offline linkage development. “Real economy + e-commerce + new e-commerce such as live streaming” coexist and compete together. Traditional physical stores were first impacted by e-commerce platforms such as online shopping, and in recent years have been affected by live streaming marketing. If they do not change, there will be no The way out is to combine online and offline, integrate physical stores with ordinary e-commerce platforms and live broadcast marketing, give full play to their respective advantages and form a synergy to remain invincible in market competition. This will also be the future trend. .
To this end, the Humen Town Government actively guides companies to change their thinking, change their models, and switch to online sales. Under the guidance of the government, more than 90% of the clothing companies with independent brands in Humen have launched live sales, Douyin promotion, Internet celebrity promotion, community marketing, etc., and even implemented “all-employee marketing”. Tianyu, Fashion Family, Qian Business owners such as Sheng, Gebeier, and Benta also personally took part in the battle, effectively stabilizing the real economy. According to statistics, the top ten merchants in the country for Alibaba’s 618 plus-size women’s clothing live broadcast are all from Humen.
In the future, Humen’s clothing and apparel industry will closely focus on the construction of the Guangdong-Hong Kong-Macao Greater Bay Area and the cooperation between Humen and China Textile Federation to build a “world-class textile and clothing Industrial Cluster Pilot Zone” Taking the opportunity to introduce more industry advantageous resources, promote high-quality development of the industry, and vigorously promote “internal circulation”. For example, we will build key high-end industrial projects to enhance the industry’s carrying capacity; innovate the exhibition model of the China Service Fair and upgrade the exhibition and trade platform; link online and offline to help companies reduce costs and expand markets; promote innovation and creativity and activate the fashion atmosphere.
03
Changshu, Jiangsu:
Integrated development, full chain integration
Jiangsu is a major textile province, with the total textile industry ranking first in the country for the past 35 years. Faced with the current global textile industry being impacted by the epidemic and changes in the world economic situation, Jiangsu Textile Cluster is also exploring how to adapt to the “dual cycle” pattern and continue to maintain competitive advantages.
Changshu is a well-known cluster of cold-proof clothing and casual clothing in the country. It is at the “leader” of the industry in the fields of down jackets, men’s clothing and middle-aged and elderly women’s clothing.
According to Changshu Mayor Jiao Yafei, the city currently has more than 1,800 textile and garment companies and has the largest professional clothing circulation market in the country, with a total warehouse volume of 35,000 tons and an annual transaction volume of more than 160 billion yuan. It has not only built a complete industrial chain system integrating chemical fiber, spinning, weaving, printing and dyeing, clothing design, clothing processing, logistics and marketing, but also formed down jackets, autumn and winter jackets, knitted fabrics, non-woven needle punching equipment and other characteristic clusters.
In recent years, with the brand building of clothing companies, intelligent manufacturing, new material development, creative design, etc. The continuous improvement of development level, especially the restructuring of the international market after the epidemic and the continuous upgrading of domestic market consumer demand, have provided Changshu, an old cluster, with new opportunities for industrial leaps.
“Based on dual circulation, by gathering new business formats such as brands, designs, and platforms, we will build the town into a modern service industry gathering area led by the fashion and creative industries, realizing the transformation of Shanghai Ceyuan, Changshu, provincial collaboration, and global Marketing.” said Jin Yuheng, director of Changshu Garment City Economic Development Bureau.
” With more than 200 women’s clothing companies, it is called the “Women’s Clothing City” by the industry. Although there are a dazzling array of women’s clothing brands, Nanjing lacks fabric companies. The provincial fabric cluster can integrate and develop with the Nanjing women’s clothing cluster, integrate the entire chain, and promote the textile industry to the high end of the value chain. rising. In a nutshell: Concentrate our advantages to achieve ‘strong chains’, help each other to ‘replenish chains’, and promote industrial clusters to become bigger and stronger.
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