A home textiles practitioner’s brand is thinking

January 25, 2019

—— Visiting Zhouquan Silk Production Base in Zhejiang □ This reporter Liu Yanfei In the early summer of May, “China silk clothing production base”—Zhouquan Town of Tongxiang, Zhejiang, was hot and scorching, and as a tree of local life—sericulture trees are already Green thick. Zhouquan people are looking forward to this kind of raw material tree can nourish the high-grade silk that is bright and bright.

This piece of land occupies half of China's silk quilt industry. Nearly one thousand silk production enterprises in the country account for nearly 20% of the total in Zhouquan, and domestic silk clothing such as rich Anna, Mengjie, Mercury and other famous home textile brands. Nearly 90% of them are from the hands of Zhouquan people. Zhouquan was also awarded the honorary title of "China silk clothing production base" by the China Silk Association.

However, with the rapid advancement of China's textile economy and the rapid growth of the brand, Zhouquan, which initially formed the industrial chain of sericulture, silk production, and clothing, is facing a lack of big brands.

One practitioner's break-in puzzlement "In the past few years, we have had a word in the enterprises of the silk industry: to create a brand for death, not to create a brand, etc." Zhao Xinmin, chairman of Tongxiang Xinshibao Co., Ltd., said with a smile, "Now It seems that creating a brand has become a consensus for everyone."

To occupy the territory of the home textile market where princes compete now, Zhao Xinmin has to pay a lot of money, manpower and other resources. And these are exactly what he lacks.

In 1994, Zhao Xinmin founded New Silk. For more than a decade, Zhao Xinmin has been focusing on the silk industry and witnessed the progress of Zhouquan Silk from traditional to modernization.

From the early stage of entrepreneurial business to the ignorance of the business, such as this year's sales of 10 million yuan, the initial size of the company, Zhao Xinmin felt that his greatest strength was to concentrate. “In the past few years, I have also inspected other industries and wanted to expand my business space. But it seems that it is more appropriate for me to do a good job in the silk industry.”

The most proud of Zhao Xinmin is that in the past 15 years since the establishment of the company, there has been no quality problem in the silk produced by Xinsibao. "From the beginning of the raw materials, to the purchase of cocoons, to the production of silk, we have done a very good process control."

Zhao Xinmin can be regarded as a typical representative of Zhouquan silk cotton enterprises. The production capacity of Xinsibao, which focuses on foreign trade and OEM, reaches 230,000 silk quilts, and most of the products are exported to Japan and the United States. Good quality makes Xinsibao unimpeded in direct sales overseas.

Zhao Xinmin’s most distressing question now is how to create his own brand: “To tell the truth, it is not easy to create a brand. Channels, marketing, and perfect brand management mechanisms are all big problems that make me a headache.” “Others Not to mention that even if it is not easy to get private brand products into large-scale shopping malls and supermarkets, it is almost impossible at this stage to open their own stores, not to mention the current competition in the domestic textile market is heating up. It's easy for entrants to grab a cake?” Zhao Xinmin sighed.

The market is always fueling. The rise in raw material prices for silk cotton allowed Zhao Xinmin to examine himself once again: “With the cost going up, our product prices will inevitably rise, and foreign trade will become increasingly difficult to do.” Prior to this, Zhao Xinmin felt that the dilemma was once again in sight: “waiting death” Or is it "back-to-back"?

Silver Sang, adjacent to Xinsibao, has embarked on a completely different path. This company, which is also a leading company in Zhouquan Silk Industry, started its own brand road as far back as 1994. That year was exactly when Zhao Xinmin’s Xinshibao was founded. Over the past 15 years, the “Silver Sang” brand has gained reputation in Jiangsu and Zhejiang, and opened markets in more than 20 provinces and autonomous regions such as Guangdong and Liaoning.

This road is easier said than done. Although “Silver Sang” has already received the title of Jiaxing Famous Brand and Jiaxing Famous Brand, Chairman Zhu Jinmao is still distressed. “We already have stores throughout the country, but it is even more difficult to further occupy the high-end market and promote brand awareness. ."

"After all, silk cotton is always a small industry and it is easier to open it in the southern market. It is really difficult to open the market in the north and even let the brand open the door to the international market," said Zhu Jinmao.

However, it is still difficult to act again.

In Xinsibao's product showroom, the reporter saw a variety of home textile products with its own brand “Sibao”. Zhao Xinmin said with a smile that he frequently learned from “neighbor” Zhu Jinmao and explored the brand's road. Zhu Jinmao said that compared to the singles alone, it is even more important to consider how to develop the group and build the overall image of Zhouquan Silk Co., Ltd.

The brand dream of "silk bedding" has become widely known in recent years, and Zhou Chenxiong, chairman of Tongzhou Private-owned Enterprises Association Zhouquan Silk Garment Industry Branch, told reporters.

As the most important production base for silk garments in China, it has long been plagued Zhouquan that it is well-known in the industry. Even if the silk fabrics that are used to monopolize famous domestic textile brands are OEM-made, there are not many people who know Zhouquan. This kind of situation will inevitably make Zhouquan silk enterprises paralyzed.

There is no brand, only to do OEM. This has also made many entrepreneurs feel comfortable. However, under the influence of the international financial crisis, OEMs have been hit harder. Many companies failed to receive orders for various reasons and eventually failed to survive the "winter."

“To promote industrial development, industry-leading large-scale enterprises are indispensable. Leading companies can drive industrial clusters and receive more orders in large markets. Small and medium-sized enterprises in Zhouquan small market can also get more orders.” Zhou Jianqi, deputy director of the Zhouquan Town Industry and Commerce Institute, said.

In recent years, Zhouquan Silk People has tried to explore the way of industrial transformation and upgrading. In the transformation, the role of the industry branch can not be ignored. In June 2008, Zhouquan Silk Garment Industry Branch was born, which is a milestone in the development of Zhouquan Silk. The club intends to use the model of the company's group to display its overall advantages through industry organizations, promote the healthy and standardized development of the silk clothing industry in Zhouquan, and enhance the overall competitiveness of the industry. As soon as the club was established, 171 companies joined the club. The six companies mentioned above are members of the club. Since then, Zhouquan's silk industry has started to promote its products with a high standard of industry access and a unified image to create an overall image of the silk industry.

Under the impetus of the branch, Zhouquan Town was awarded the “Professional Silk Brand Base of Jiaxing City” in 2009, which further enhanced the brand awareness and influence of Zhouquan Silk Clothing Industry.

Today, Zhouquan has more than 20 leading companies such as Tiannuo, Yinsang, Xinsibao, and Siyuan, and more than 10 famous brands such as Sisi, Yinsang, and Warners have been born, but they must have domestic influence. The brand has a long way to go; especially in building the "Zhouquan silk cotton" regional brand, but also to make great efforts!

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