Shandong Industrial Chain Visits Shanghai | How Can The Modern Textile Industry Expand The Market?

Light industry and textile is a trillion level pillar industry and an important livelihood industry in Shandong. Especially after being listed as one of the "top ten industries" in the transformation of old and new drivers last year and enjoying the same policy, the quality and efficiency of development driven by high-end, intelligent, clustered and green transformation are steadily improving, and this ancient industry is radiating new vitality.

However, from the perspective of the entire industrial chain, Shandong's light industry and textile industry still have shortcomings at both ends of the "smile curve", and there are shortcomings from original technology reserves to channel construction and brand development; As a non rigid consumer goods field, it is also in the critical stage of adapting to the new trend of consumption with transformation and upgrading. From May 22 to 26, the Provincial Department of Industry and Information Technology organized more than 100 key enterprises and advantageous industrial clusters from the light industry and textile industry of the province to enter Shanghai, the birthplace of China's modern light textile industry, and explored Shandong's path to make this industry a big market and a big article in the process of benchmarking local outstanding enterprises.

Fashion is not just about "changing skin"

The backstage can accommodate 300 models and staff at the same time, ranking the largest in Asia; The representative offices of the five "fashion capitals" of the world come here to undertake nearly 100 cultural and fashion activities at home and abroad every year... Speaking of the fashion landmark of Shanghai Yangpu District, Shanghai International Fashion Center is always mentioned first, but you may not know that its predecessor was Shanghai 17th Cotton Textile Factory, and this change is not as simple as "changing the skin".

The textile and clothing industry often starts from labor-intensive low-end manufacturing, while fashion is the most representative high-end industry. How to establish a good relationship between the two can provide an important fulcrum for promoting textile and clothing consumption. "The original clothing research and development room has become a show now after underground piling, strengthening, heightening and widening. If you observe more carefully, you can also find many red bricks with numbers. This is the reconstruction of blocks after cleaning, repairing and reinstalling to ensure that the old are as old as the old." According to Wu Yue, a staff member of the public relations department of Shanghai Fashion Center, after investigating the abandoned factory buildings, Relocate the land as the carrier for interaction and docking with the international fashion industry, and adopt the transformation principle of "reservation first". The old industrial flavor and fashion taste blend, and finally achieve this new landmark of the North Bund.

Keep the red bricks, but break the "red brick wall" - "The old taste has not been lost, but it is an important topic for many light textile enterprises in Shandong to meet new needs and add new functions." Yantai Qiyuan Clothing Co., Ltd. is an enterprise with a history of more than 100 years. Chen Yanqin, the chairman of the board, told reporters that the fashion economy is returning to order after the new crown, "Time honored brands" are actively considering how to compete for voice in this market. "Qiyuan is considering starting from Shanghai this year to carry out a cheongsam museum tour in Britain, France, South Korea and other places." Chen Yanqin said, on the one hand, he wants to use this new way to close the gap between tradition and fashion, on the other hand, he can also better promote new products that consumers are not familiar with, such as sports and leisure cheongsam.

In January this year, local brand bosie completed 100 million yuan of B2 round financing. The clothing brand born five years ago was favored by capital with its "gender free" clothing style, and now it is a very popular clocking place on Huaihai Road in Shanghai. Its brand founder is actually a post-95 from Shandong.

"At present, the textile and clothing industry is mainly a stock market, and if there is a leading new trend, it can reap a new wave of dividend period." Guan Xiaoyan, director of the Light Industry and Textile Industry Division of the Provincial Department of Industry and Information Technology, said that Shandong has launched the "new light textile market expansion" activity, and at the same time, the focus is to promote new products through multiple channels Multi form appearances will guide more enterprises to open up new markets through supply upgrading.

Highlighting soft power cannot be separated from hard power "lifting"

Shanghai Chenguang Co., Ltd., which has embarked on an innovative development path of "from stationery to cultural and creative life" with domestic well-known IP enabled stationery products such as Mifei and Sailing King, not only has a distinctive design style, but also has a research attitude of "digging from one meter wide to 10000 meters deep": the enterprise invests more than 100 million yuan annually in technology research and development and product innovation, More than 800 patents and participated in the formulation of a number of national and industrial standards.

"Traditional industries want to keep pace with the market trend, and can not do without the help of new technologies." Cai Jinnan, vice chairman of Dezhou Hengfeng Group, thought of the exploration of enterprises in independent research and development of functional yarn: pearl fiber, milk fiber, submicron fiber, seaweed fiber... It is also because of these functional and differentiated cotton textile products, In the weak cotton textile market after the new crown, the performance of enterprises is still relatively strong. It is understood that the antibacterial cotton jointly developed by Dezhou Hengfeng and Donghua University, for example, has been used in the production of domestic well-known sportswear brands and antibacterial underwear products.

Since 2013, Morninglight has established Morninglight Life House and Jiumu Sundry Club, which has further narrowed the distance with consumers. "Xiajin is also exploring this direction at present." Ma Xiumin, director of the Bureau of Industry and Information Technology of Xiajin County, mentioned that Xiajin used to set up offices in Wuxi, Keqiao and other places to sell yarn, and many local entrepreneurs now realize that if they want to develop better, they must seamlessly connect with the terminal brand needs as much as possible. This has promoted the development of local digital "remedial courses": by adding sensors, code scanning guns, display screens, etc. to enterprises, the problem of "deafness, dumbness and blindness" of equipment and materials has been solved, and two software systems, MES (manufacturing enterprise production information management system) and ERP (enterprise resource planning management system), have helped enterprises realize the interconnection of production, procurement and sales data.

"Small and medium-sized enterprises in the light industry and textile industry account for a high proportion. At present, many enterprises are facing the problem that the old organizational 'courses' have not been completed, and new organizational courses such as lean management are imminent." Song Yidong, an expert appointed by Shanghai Municipal Commission of Economy and Information Technology, said that entrepreneurs should first complete the role transformation in this process, especially use the information technology concept to guide the innovation of production and management concepts.

Support the brand with talent "rejuvenation"

Not only in Shanghai, but also in Shandong, many light industry and textile enterprises are actively "going out" to study.

Wang Wenjun, general manager of Shandong Fuwang Furniture Co., Ltd., visited many small, beautiful and well-known furniture enterprises in Japan early this year. "Compared with herself, on the one hand, she felt that there was a lack of talents who could make classical furniture such as mahogany retro, and on the other hand, there was a lack of talents who could make the brand higher." She shared her confusion.

"Our R&D and design team has reached 3000 people, distributed in several key cities in China and major textile countries in the world such as the UK, Spain and Japan." Wu Liping, deputy general manager of Dishang Group, said that this multi-point layout can ensure that the design can guide production from the front end. Currently, Dishang ODM (independent R&D, design and manufacturing) business has accounted for 95% of exports, However, with the growing importance of the domestic market, changes in consumer groups also pose new challenges to the construction of corporate brands.

"One of the most noticeable changes in the market is that the market segment has moved: as the post-90s and post-00s become the main consumers in the market, there is no ready-made experience for reference in their grasp of consumer demand, which is a real challenge for enterprises." Xu Huanzhang, director of the Research Institute of Chain Brand Strategy of Shanghai Jiaotong University, said, This requires enterprises, especially those with a long history, to break the inertia

"The biggest dividend of enterprise development still comes from talents. At present, the whole industry is at a critical stage of transformation from" factor driven "to" talent led "." Wang Xiao, deputy director of the Provincial Department of Industry and Information Technology, said that as the first provincial inspection and training after the textile industry entered the "top ten", this "learning from" Shanghai "is to stimulate enterprises' ability to solve deep-seated problems, One of the important ways is to recruit talents and talents through multiple channels to activate the "one pool of spring water" for development. It is reported that since this year, Shandong has also innovatively carried out the cultivation of talent oriented enterprises, built and improved the policy support and security system around the construction of talent oriented enterprises, and accelerated the creation of a group of benchmark enterprises with strong talent awareness and high management level.