The “core” experience of functionality and sustainability of thermal filling materials – Exclusive interview with Shanghai Shuote General Manager Shen Minjia
In the southwest corner of Shanghai, there is a simple and peaceful thousand-year-old town – Fengjing. People come here in droves because of its long-standing ancient buildings and the famous Jinshan peasant paintings at home and abroad.
Less than 15 minutes’ walk from the core scenic spot, there is a company specializing in the production of various high-quality filling materials—Shanghai ShuoteNonwoven Co., Ltd. company. In the turbulent market environment and faced with the waves during the epidemic, Shanghai Shuote achieved successful transformation and steady development through effective product innovation and strategic implementation. Let’s get closer to Shanghai Shuote and General Manager Shen Minjia (Kevin) to hear his views on the development trends of today’s thermal filling industry, and how Shanghai Shuote successfully broke through and achieved growth during the industry trough.
Shen Minjia, General Manager of Shanghai Shuote Nonwoven Co., Ltd.
Industry “Core” Observation: Functionality and Sustainability
As the second-generation head of the company, Kevin has doubled the company’s marketing scale from tens of millions when he first took over to hundreds of millions in just a few years. The output has also maintained an annual growth rate of about 20% for many years, doubling. According to Kevin, this is inseparable from his practical experience starting from grassroots sales. Unlike other second-generation successors, Kevin did not choose to enter management directly after returning from overseas studies. Instead, he went deep into the market and accumulated experience. This has developed his keen insight into industry trends. He has his own insights into the development status of thermal filling materials in the textile and apparel industry: “In recent years, with the global emphasis on environmental protection awareness, more and more Many brands have begun to pay attention to the material source of filling materials and their functional applications. The future development trend will be sustainable and environmentally friendly+function as the main direction. A few years ago, European and American brands have been able to apply sustainable functional materials more maturely, and the development prospects are more obvious.In recent years, domestic brands have begun to rise, and the demand for filling materials is gradually changing from those of the past. The traditional concept of down mainly focuses on further attempts to be functional, sustainable and environmentally friendly.”
Kevin added: “Compared with the concepts of European and American countries, the current change in the domestic market’s concept of thermal filling materials is still in its initial stage, and it is necessary to transform and guide traditional consumers’ traditional concepts of down jackets. Taking the post-80s generation The new generation of consumer groups as the main body will be the main force in the future, and their increasing environmental awareness will also affect the future development trend of the thermal filling material industry. Therefore, overall, the thermal filling material industry is full of new opportunities and challenges. Complying with market trends and demands and constantly innovating and challenging are the way to survive in the future.”
The weak signals from emerging markets require keen eyes to discern. Regarding the development space of the thermal insulation filling material market, Kevin’s view is: “The development prospects of the market are still relatively promising.On the one hand, as the concept of environmental protection and sustainability has received more and more attention, many domestic brands have Begin to contact and choose to use some thermal filling materials to replace down. On the other hand, the multi-child policy dividend promulgated by the country will also continue to optimize and increase the consumption volume of the infant and child market, which will be a considerable growth point in the future. At the same time, , emerging designer brands, e-commerce and the transformation and transformation of traditional clothing brands will all become new growth points in the market. strong>
Focus on the “core” of products: develop own brands and introduce innovative raw materials
Focus on segmented areas and attach importance to product innovation.
Shanghai Sorona abandoned the development of environmentally unfriendly products and focused on itsmain products from the widely used traditional flake fillers toSorona which has superior functionality and environmental protection. ® Auraseries and its own eco-friendly brandSofeelate?Sofeel’s high-efficiency thermal regeneration range. When the product focus strategy showed the expected results, Shanghai Shuote’s partners naturally changed. Shanghai Shuote is no longer just a supplier behind garment factories, but has officially moved from behind the scenes to the front of the stage, directly cooperating with mid-to-high-end brands. The cooperative brands are mainly European and American fast fashion brands, affordable luxury and supermarket brands, but also include some sports functional brands and children’s clothing.
“High-quality brands and clothing groups generally have very high standards for suppliers. They are more willing to cooperate with suppliers who are well-known and have brand concepts. This also prompts us to focus on product innovation and introduce new raw materials. and pay more attention to”The quality of suppliers”, when talking about the origin of the cooperation between Shanghai Shuote and Sorona®, Kevin said: “In 2012, Shanghai Shuote officially introduced the branding strategy and moved towards the goal of internationalization and globalization. I have been in contact with Sorona® since 2013. Through subsequent communication, visits and studies, it was discovered that Sorona® and Sorona® share the same philosophy from multiple perspectives such as understanding of the market, direction of product development, pursuit of product performance and quality, and consensus on environmental sustainability. Therefore, in 2014, Formally launched a strategic cooperation with Sorona® to conduct a series of joint product promotions, and has participated in Sorona® as a member of the Alliance Pavilion at the InterTextile Textile Accessories Exhibition to this day. Product sales performance showed explosive growth in 2018. ”
“Sorona® team’s professional industry quality, rigorous work attitude, reliable resources for brand endorsement, high-quality customer groups, increasingly wider brand awareness and influence, effective serialization and platform Operations have provided effective empowerment for Shanghai Shuote. The continuous optimization and communication and collaboration of strategic cooperation between the two parties have provided fertile soil for each other to promote, improve and influence each other.”Kevin commented.
Enterprise “core” strategy:Effective additions and subtractions bring about enterprise resilience and tension
With a background of studying abroad and returning to China, Kevin has a new understanding of how to combine external market development and the company’s own situation to formulate appropriate strategies, choose the right partners, and stimulate corporate vitality.
The changing market constantly puts forward new demands. Therefore, while adhering to the original intention, enterprises must also constantly seek new entry points to bring value to customers. Regarding the future of Shanghai Shuote, Kevinadopts the strategy of accelerating the transformation and upgrading, improving the organizational structure according to the development scale of the company, effectively adding and subtracting, and adapting to the market trends. Demand trends, preferred partners, focusing on strategies and products. Outlines the resilience and tension of the enterprise between radicalism and conservatism.
At the same time, Shanghai Shuote always aims at “customers are the final tester of the quality of our products and services” and provides targeted services for different types of customer needs. Improve product innovation and development, continuously strengthen and improve brand layout, and take transformation innovation and service collaboration as the development direction.
Kevin is humble and confident about the future of himself and Shanghai Shuote: “We still need to continuously improve and improve. Shanghai Shuote was founded in 1980 and has a history of more than 40 years. It is the focus of Shanghai City Enterprises and star enterprises. I hope to maintain the current honor, cherish the resources around me, do a good job in the enterprise, make it better and stronger, and strive to become a century-old enterprise in the industry. Be a low-key person, do things with a high profile. For employees Seek welfare, bring value to customers, contribute to the industry, and assume the social responsibility of Shanghai Shuote.”
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