Industrial Cluster: Evolution Of Textile Industry Cooperation Mode Between Yangtze River Delta And Dawan District

Five revolutions lead Shaoxing textile breakthrough

The weakness of export-oriented model is a common problem in major textile provinces. In recent years, the "double squeeze" of developed and developing countries has increased the pressure on Guangdong's textile industry.

"After five revolutions, Shaoxing textile has broken through the development mode, which can be referred by Guangdong." Shaoxing Textile Industry Association Secretary General Zhang Yunlong said.

In the 1980s, Shaoxing undertook foreign industrial transfer through the chemical fiber revolution. In the 1990s, Shaoxing relied on the system revolution to smooth the production and marketing channels. At the beginning of the new century, the foreign trade revolution expanded its export. Three revolutions laid the gene for the reform and breakthrough. In the three stages, Guangdong textile industry experienced similar experience.

However, since then, Shaoxing's equipment and market revolutions have made a faster and deeper impact on the export-oriented mode of textile industry, pushing the total volume and growth rate up instead of falling down. The high degree of enterprise participation and synergy is rare in Guangdong Province.

-- the equipment revolution has promoted the output value to rise instead of falling down with the characteristics of "early, hard and accurate".

Yingfeng science and Technology Co., Ltd. is very typical. The reporter walked into the factory, there was no smoke, only the blue sky and the L-shaped neat light blue buildings under the blue sky. The scene could not see the appearance of the traditional printing and dyeing factory. Fu Shuangli, chairman of the company, is optimistic about the equipment revolution. When the old printing and dyeing factory in Yuecheng district is closed and relocated, he invested 1.2 billion yuan to introduce advanced equipment from Japan and Italy to build an intelligent factory covering an area of 120 mu in the new factory in Keqiao district.

"Zao" is reflected in Shaoxing's efforts to shut down and integrate Yingfeng technology and other printing and dyeing enterprises in 2010, when environmental protection requirements were relatively relaxed. The city's printing and dyeing enterprises have moved to Keqiao District, which accounts for 70% of Shaoxing's textile output value, but the number of printing and dyeing enterprises in this area has decreased from 212 to 108.

"Ruthless" refers to the "fission + upgrading" type relocation of Yingfeng technology and other enterprises under the policy support. In response to the production stagnation and cost rise caused by relocation, they also put out an extra sum of money to build intelligent industrial parks in new plant areas or old sites according to high standards, and one-time relocation will drive the transformation of the two places.

"Quasi" means that money is spent on "cutting edge". In recent years, the government and enterprises have invested about 5 billion yuan in "lightweight" technological transformation, and completed the systematic upgrading including 80% import of more than 100000 looms and 24 printing and dyeing enterprises becoming national high-tech enterprises.

Now, the low-end production capacity is flowing out, but the advanced production capacity is coming in. Although there are fewer enterprises, the output value of printing and dyeing industry in Keqiao district from January to October 2020 is 32.3 billion yuan, with a year-on-year growth of 2.1%.

- the market revolution, with the characteristics of "tight, flexible and new", promotes the increase of added value instead of falling.

Led by Shaoxing China Textile City, the market revolution has developed from a 500 meter stall economy to the world's largest textile distribution center.

Affected by the new crown pneumonia epidemic, the reporter went into the most prosperous East market in the past. On the first floor, it was difficult to see a buyer. In a silk like cloth shop named "xianduo", Zhou Yuxi, a shop assistant, was making up for herself in his spare time. "There is not much passenger flow, but I have confidence." She said that the product sales network and chain work normally.

"Tight" means that Zhou Yuxi's confidence comes from a closely coupled and coordinated industrial chain that Shaoxing insists on maintaining. It takes the textile city as the core, covering chemical fiber and cotton yarn raw materials production in Keqiao and Shangyu upstream, printing and dyeing in Keqiao blue printing town in the middle reaches, and Zhuji socks industry, Shengzhou tie, Yuhang home textile, Ningbo suit, Jiaxing sweater, Huzhou children's clothing, etc. are closely linked in the downstream.

"Spirit" means that although the textile city is a quarter of the global textile fabric trading place, it has always attached great importance to the development of 11000 domestic textile trading companies in the city. With fewer foreign purchasers coming in, foreign sales can also change into domestic sales at once.

"New" means that Shaoxing textile industry chain will continue to upgrade, benchmarking Paris, Milan and Kyoto, creating a new mode of "collective governance" led by the government, enterprises and social participation, and transforming from massive economy to modern cluster manufacturing.

In the end, when foreign demand fell sharply in the first half of 2020, the textile industry, which accounted for more than half of the total, drove the added value of Shaoxing's five major industries to increase by 3 percentage points, reaching 37.76 billion yuan.

"Broken arm" transformation to catch up with consumption upgrading

In view of the challenge of unsatisfied consumption upgrading demand, a new round of development planning of Guangdong textile industry plans to expand the brand, improve the quality and enrich the varieties.

If we broaden our vision to the whole Yangtze River Delta, the transformation experience of Jiangsu Changshu bosden group and other large and medium-sized enterprises should also be concerned by Guangdong enterprises.

The reporter walked into the bosden intelligent factory and distribution center, only one worker was required to operate several machines. The down jacket was automatically cut, sewed and filled. The data of each down filling film was controlled by the cloud, with an accuracy of 0.01g. The robot will not only load and unload goods by itself, but also stop to "comity" when it meets a reporter on the way of automatic driving.

Since 1995, bosden has been leading the country in sales volume for 25 consecutive years, and its revenue has exceeded 10 billion yuan. Many brands, high and low-end products are fully covered, but also engaged in casual men's wear, casual women's wear and other clothing categories.

Such a strong enterprise in the market, a few years ago has been in deep trouble.

In 2014, bosden opened 2560 new stores across the country, with an average of 7 stores a day, with 15569 stores in all stores. In 2015, the revenue suddenly fell to 5 billion yuan, and the net profit in 2016 was only 140 million yuan.

In the past 20 years, relying on scale to win and seize the market seems to have failed.

Gao Dekang, chairman and President of bosden board of directors, lamented that he could not sleep at night since 2015. "Because I find something bad, I can't find the reason." They have to rely on the off season selling and closing inefficient stores to save themselves.

Bosden resumed trading afterwards and hired a professional consulting company to analyze the reasons: the product positioning was not high-end, the brand aging did not keep up with the demand for consumer upgrading In a word, it can't win the favor of young people.

Since 2017, bosden has been digging deep into the brand image of "big brand, good quality, and synonym for down jacket", resolutely implemented the "broken arm" transformation, and cut down several brands and extended categories outside the down jacket. By September 2020, there will be 4644 stores.

Gao Dekang claimed to start a second business, and set "focusing on the main channel, focusing on the main brand, shrinking diversification" as the new strategy of the enterprise.

The first is to activate brands among young people. Little red book and tremor became new marketing channels; Tom sidleston and Scarlett Johnson became brand spokesmen; they landed at international shows such as New York Fashion Week, Milan fashion week and London Fashion week to attract young people's attention.

Then, upgrade down jacket products from the perspective of "fashion + function", change the dilemma that the price of domestic down jacket is lower than 1000 yuan for a long time, aim at the middle and high-end market of 2000-2500 yuan, and create a medium and high-end product line of mountain climbing, legend, extreme cold and high-end outdoor series, with both cold protection and fashion.

After the second venture, Gao Dekang found that in 2020, the number of consumers aged 18-34 increased by 51% year-on-year, and that in the first and second tier cities increased by 54%. Driven by this, the revenue of 2019 / 2020 fiscal year will break through 10 billion yuan again, reaching 12.2 billion yuan, and the net profit will be about 1.2 billion yuan.

New interaction promotes new business model

To solve the challenge of traditional business form, we need to innovate production mode and business model.

On the one hand, the traditional "Jiangsu Zhejiang production + Guangzhou Sales" mode is dying out.

In the past, we took goods from Shaoxing China Textile City and sold them in Zhongda cloth Market in Guangzhou. The middle price difference was up to twice. "There are fewer and fewer large-scale purchases now." Shaoxing China Textile City related person in charge said, 100 pieces from the purchase of small batch orders has become the mainstream.

On the other hand, Guangdong, Hong Kong and Macao Bay area and Yangtze River Delta have at least two new types of interaction: "Shenzhen design + Jiangsu Zhejiang production + Shanghai sales", and digital empowerment.

In the core area of Changshu clothing city, a white vertical bar design of seven story building has a unique image. This is Changshu judao center. On the first floor, the reporter saw that modern wind, industrial wind Dozens of designer stores have different decoration styles, and each store displays a kind of independent women's clothing design creativity.

"This is the enclave of Shenzhen women's fashion designers." Xu Weibing, the site director of the center, said that the center will open in July 2020, and more than 100 Shenzhen designers will be resident in the center within half a year, and 400 Shenzhen designers will travel between the two places.

Shenzhen is China's women's clothing design center. Around 2014, there was a wave of entrepreneurship in this circle. Nearly half of the designers left their jobs and formed a group of Shenzhen women's fashion designers together with the fresh students of design major and the shopkeeper.

As the main buyers are small-scale buyers who order 50-100 pieces of each design, a large number of Shenzhen women's fashion designers are wandering in the Yangtze River Delta, where the consumption power is stronger. They often iterate hundreds of styles in a quarter. A designer of the center said that in Changshu clothing city, the profit margin of garment factories for mass orders is only 15%, while the profit margin of designers' small orders is up to 30%.

To the reporter's surprise, the center not only opened more than 100 designer stores from the first to the third floors, but also found various functional service areas for designers, such as copyright trading, exhibition hall and studio.

Industry insiders believe that such institutions may form a resource siphon effect on Guangdong design, which is worthy of in-depth attention of Guangdong, which is cultivating modern textile industrial clusters.

In addition to the consumption advantages, the Yangtze River Delta, driven by the local Internet platform, has a hot interaction of digital enabling in the textile industry.

In order to use big data to explore customized and customized products on demand, Zhejiang old curtain enterprise Jinchan cloth art signed a comprehensive strategic cooperation agreement with Shanghai e-commerce platform pinduoduo under the leadership of general manager of returnees and Yang Wei of "weaving second generation".

In order to maximize data sharing and rapidly grow into a digital operation enterprise, Jiangsu bosden Group signed a contract with Zhejiang aliyun to build a global data center. Bosden global members, global products, offline stores and logistics will be fully digitized.

In order to take the initiative in benchmarking Ali rhinoceros factory to "determine production by sales, small orders and quick return", Changshu Garment City Management Committee has set up a Digital Management Bureau. The traditional garment enterprises in the clothing city are realizing digital collaboration in the whole process of design, production, circulation and consumption.

Compared with the Yangtze River Delta, Guangdong Foshan, Dongguan and other textile manufacturing strong cities will also sign up for cooperation with pinduoduo and other platforms in 2020, but they will stay at the level of e-commerce and have not yet tasted the sweetness of digital empowerment.

"Regardless of the pace, the blue ocean of the new business model has great opportunities for the Yangtze River Delta and the Great Bay area of Guangdong, Hong Kong and Macao." Jin Yuheng, director of Changshu clothing City Economic Service Bureau, said that the current digital transformation tide "changes every year and changes greatly in three years", and the modern textile industry is in the ascendant.

Jianyan Bay Area

Guangdong Textile Industry

Digital empowerment to be accelerated

In the action plan for the development of strategic pillar industry cluster of modern light industry and textile in Guangdong Province (2021-2025), digital empowerment is the first key task and the first key project. At the cluster level, it is necessary to create an Internet platform for cluster industries and build a digital ecosystem integrating upstream and downstream of the industrial chain and cross industry integration.

The Yangtze River Delta textile industry cluster is close to the water and the first to get the month. It has extensive cooperation with local Alibaba, pinduoduo and other Internet platforms. It is in the forefront of digital empowerment as a whole. It also attracts platforms such as Jingdong to frequently "visit" for cooperation. Compared with the Yangtze River Delta, Guangdong textile industry cluster has not yet formed a consensus on digital empowerment, and the perception of digital mostly stays at the level of e-commerce and live broadcast.

Gao Dekang, chairman and President of bosden International Holding Co., Ltd., believes that in the next 10 years, digitalization must be a new track for traditional industries. The ability to link consumers is brand power. The first-hand data from the market is an important basis for enterprises to move forward. If not based on data, brand leadership will deviate from the right direction. The transformation of digital intelligence should be regarded as the core driving force of "new infrastructure" of enterprises.

Qiu Qiong, vice president of the Research Institute of China international e-commerce center, suggests that textile and garment enterprises should rely on digital empowerment of major e-commerce platforms, build digital cloud service platforms for various industrial links and business scenarios, break through information barriers in the industrial chain including design, procurement, production and sales, and make good use of the leverage of digitization to leverage scene reengineering and business reengineering Management reengineering and service reengineering, so as to promote the continuous upgrading of domestic consumption.