Introduction
Under the epidemic, it is particularly important for industry enterprises to cultivate and expand new growth points and seize the initiative in development. Keqiao textile enterprises actively adapt to the new challenges of the consumption era and new changes in consumption patterns, restructure production organization methods and circulation business models around new industry needs, and achieve professionalization, intelligence, precision and efficiency in supply chain channels.
In recent years, due to the continued fluctuations of the epidemic, the instability and uncertainty of the world economy have continued to increase, and the textile industry has also faced many opportunities and challenges. The difficulties are real, but the prospects are infinitely bright. Under the pressure of numerous demands, Keqiao textile enterprises closely follow the general directions of technology, fashion and green, focus on product research and development around the consumer market, break through the circle and upgrade, and achieve a qualitative leap.
As quality consumption and green consumption become more and more popular, the demand for fashion, quality, high-end, smart, functional, environmentally friendly and other products is growing day by day. Driven by scientific and technological innovation, textile product design integrates hard-core technology and cultural connotation in a more open, systematic and intelligent cultural environment, and develops in a more collaborative, diverse, comprehensive and intelligent direction, creating a platform to promote industrial high-end A powerful driving force for quality development.
For Keqiao textile fabric companies, the initial impact of the epidemic was on the sales side. As epidemic prevention and control gradually becomes normalized, more and more companies are beginning to think about the future from the perspective of the industrial chain: developing antibacterial fabrics, launching independent brands, introducing designers, establishing live broadcast bases… focusing on research and development, Seize the market with one hand – entering the post-epidemic period, they will start to improve both ends of the smile curve.
01
Start with research and development to respond to market changes during the epidemic
Facing the post-epidemic era, people’s lifestyles and even ways of thinking are changing, and fabric products are also undergoing sudden changes. The fashionability of the fabric is only the foundation, it must also have various functions to enrich the connotation of the fabric. Xu Jingping, the person in charge of Puxing Textile located in Dongchen Market, said in an interview with reporters, “Previously, when consumers were buying clothes, they would first pay attention to whether the clothes looked good or not, and the second was whether the fabric felt soft. See how it works on your own clothes. But after this epidemic and through customer feedback, consumers will now pay more attention to the ‘safety’ of fabrics, and functional fabrics have also ushered in new market opportunities.”
As a globally representative textile industry agglomeration area and a world-class textile industry cluster pioneer area, Keqiao has many textile companies seizing the industry development opportunities. We are actively exploring the research and development of new antibacterial functional fabrics. For enterprises, the development of functional fabrics should be based on raw materials, striving to show the harmony and balance between technology and nature, and meet people’s needs for nature, comfort, beauty, health, and fashion. For example, the graphene fabric developed by Puxing Textile has now launched version 3.0.
As early as the beginning of the epidemic at the end of 2019, Puxing Textile, like other Keqiao companies engaged in textile fabrics, was inevitably impacted and affected. The only constant is change. Xu Jingping realized that under such circumstances, people’s demand for antibacterial and antiviral products would become stronger and stronger. Developing functions from fabrics is also a proactive response for companies in the face of the epidemic. It is reported that this kind of graphene fabric has “long-lasting antibacterial, anti-ultraviolet, and anti-static” effects, and can inhibit bacterial contamination on clothing.
Puxing Textile specializes in making various types of down jacket fabrics. Xu Jingping said that in the past, down fabrics were mainly in dark colors. It was also affected by the epidemic that the healing color system began. Widely circulated. “This color change has occurred not only in the down fabric category, but also in most fabric products. For example, white with a sense of mission, red with a sense of kinetic energy, and blue and green with a natural flavor, contain powerful The power of color can heal people’s souls, and they all belong to the typical healing color system.”
The application of functional fabrics has increased the added value of fabric products. At the same time, it also reflects people’s pursuit of a comfortable and convenient lifestyle and the protection of their own health and safety. Affected by market consumption, the demand for functional fabrics is also reflected in home textile fabrics. Funino Textile located in Dongsheng Road Market is an enterprise dedicated to the independent research and development and functional product design of healthy plant fibers. It transforms herbal fibers into textile fibers, yarns, fabrics and other related healthy textiles and other derivatives. General manager Zhang Weifu told reporters that due to the impact of the epidemic, the improvement of national health awareness has accelerated the outbreak of the big health industry. At the same time, driven by consumption upgrades, the big health consumer market is showing significant features such as comprehensive product upgrades, product function segmentation, enriched consumption scenarios, and diversified consumer demands.
Currently, Funino is promoting a fiber product called “ancient tree cotton”. According to Zhang Weifu, this plant fiber can be made into natural antibacterial products. , odor-removing home textile products. “The textiles of the future are firstly functional and secondly intelligent. When people use textiles, they can sense it at any time and consciously practice a healthy lifestyle, allowing people to gain health and pursue happiness in relaxation and pleasure.” Zhang Weifu described The “”Lai Textile” appearance.
02
Brand upgrade, dominated by price Shifting to value leadership
Affected by the epidemic, due to the obstruction of foreign trade, there are many fabric companies that want to expand the proportion of domestic trade business. The competition pressure in the trade market has further increased. The most direct means of competition is to fight a “price war”, which has also led to many companies having to lower fabric prices.
An Lun, general manager of Jia Simin Textile located in the North Market, said frankly that price is indeed the biggest issue between fabric companies and clothing brands, but he does not agree that the “price war” has resumed at this time. “Some clothing companies in order to achieve their own goals To maximize profits and purchase fabrics at a low price, one situation that occurs in fabric companies is to insist on their own prices, which causes clothing companies to find other suppliers to imitate the fabrics in order to reduce procurement costs, thus damaging the interests of fabric manufacturers; Another situation is that the fabric company promises to lower the price on the surface, but the actual product produced is “short of a pound or two” in terms of quality. “He analyzed that this will inevitably greatly reduce the style and effect of clothing, thus affecting the sales of clothing, leading to inventory backlogs. In his view, fabric and clothing companies must maintain a certain reasonable profit distribution on the premise of maintaining a reasonable profit distribution. , we should be honest with each other to achieve long-term development.
“Fabric is the soul of clothing, and quality is always the guarantee that the fabric will not become outdated. “An Lun introduced that the company’s main business is various types of children’s clothing fabrics. Affected by the epidemic and the multiple attacks from adult clothing companies and fast fashion brands, children’s clothing fabric companies can only step up their efforts to develop internal skills, accelerate the research and development of new materials and fabrics, and create differences for the brand. Only by pursuing the path of globalized development can we find a place for enterprise development.
For Keqiao’s traditional children’s clothing fabric companies, they are indeed facing a lot of pressure. Adult fabric companies It has more advantages in channels, brands and resources. Nowadays, luxury brands, fast fashion brands, sports brands, etc. are stepping up their efforts in the children’s clothing market, making children’s clothing an emerging hot spot in the clothing industry.
As a supplier of children’s clothing fabrics, Anlun believes that children’s clothing has certain specialities in fabric selection, especially in terms of comfort, softness, lightness, tear resistance, and washability. “Research and development of new fabrics will indeed add a lot of costs to the company, including the cost of imported raw materials, production costs and testing fees from professional institutions, etc., but it is all worthwhile because companies must take the route of innovation.” “It is reported that Jasmine Textile designs and develops up to 100 new varieties on average in the first quarter. “The inspiration we want to provide customers is not only a collection of creative ideas throughout the year, but also includes creativity and forward-looking ideas that extend to every quarter. ”
03
Develop live e-commerce and promote brand improvement through sales changes
Focus on R&D and design, and launch its own brands… The industrial transformation and upgrading of China Textile City has already started. Affected by the epidemic, both the market and merchants have We all recognize the importance and urgency of increasing smart applications and building smart markets. In particular, we should build smart management systems such as e-commerce applications, smart logistics, smart parking, and smart fire protection as soon as possible to establish smarter and more accurate supply. chain channels.
So, how to seize the opportunity of e-commerce in the post-epidemic era? How to build interconnected, symbiotic and inclusive localized e-commerce industry services Optimization plan? How can brands, manufacturers, and traders transform and upgrade to accelerate the intelligent development of enterprises?
Recently, Aili Home Textiles located in the old market has carried out a A series of one-on-one online new product release activities. As a company specializing in the research, development and production of home textile fabrics, this company has unswervingly followed the road of branding over the years. The “ALLEKA” brand it created has become a major player in the home textile fabric industry. It is well-known. General Manager Lu Wenguang told reporters, “In fact, live broadcasts by fabric companies are not as effective as face-to-face communication, but the significance of doing this is not the direct benefit, but the response we have made to face the impact of the epidemic, including industry trends. Positive response. ”
If you want to do live broadcast, you must have your own brand. The rise of sellers will also have a reaction on the design, research and development end, and the production end. In Alleka’s 900-square-meter store is full of home textile fabrics and finished products. Lu Wenguang introduced that the brand “ALLEKA” has been registered for nearly 10 years. When the brand first started, many people didn’t understand it and thought the fabrics were unnecessary. When it comes to building a brand, I even feel that the rise of a store is actually the brand. “This actually makes sense. For market operators, the rise of a store means the brand. When customers trust this brand, it means fashion, quality and High end. Moreover, in the past, fabric profits were generally 10% to 15%. After the brand is launched, the profits can be doubled, and the orders that follow are also significantly increased. ”
The future has come and we are facing great changes. In the post-epidemic era, along with the transformation and upgrading of Keqiao Textile, China Textile City has re-examined the market’s original Strategic layout, merchant structure, resource channels and factor investment, and further thinking about the positioning, function, role and future development direction and trends of the professional market. As a business owner, how to target consumer trends and further enhance industry dominance and voice has become A necessary move in the post-epidemic era.
Leadership and voice have become necessary in the post-epidemic era.
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