How to make the corners of your mouth more “smile curve”? Shandong Light Textile Industry went to Shanghai for inspection and training

However, from the perspective of the entire industry chain, Shandong’s light textile industry is still deficient at both ends of the “smile curve”. There are shortcomings in original technology reserves, channel construction, brand development, etc.; as a non-rigid consumer goods field, it is also We are at a critical stage of transformation and upgrading to adapt to new consumption trends. Recently, Shandong Province organized more than a hundred key enterprises and advantageous industrial clusters from the province’s light textile industry to visit Shanghai, the birthplace of China’s modern light textile industry, and benchmarked against local Excellent enterprises should explore new ways to make this industry a big market and a big article.

Fashion is not simply “changing the skin”

The backstage can accommodate 300 models and staff waiting for makeup and waiting at the same time, which is the largest in Asia; the world’s five major “fashion capital” representative agencies are stationed in it, and it hosts nearly 100 domestic and foreign cultural and fashion events every year… As Yangpu, Shanghai The Shanghai International Fashion Center, a fashion landmark in the district, was formerly the 17th Shanghai Cotton Textile Factory, and this transformation is not as simple as “changing the skin”.

“The original clothing research and development room was reinforced with underground piles and made taller and wider. It became the show that everyone sees now. If you look more carefully, you can also find that many red bricks have numbers on them. This was a piece of brick during the renovation. After the blocks were cleaned and repaired, they were put back together to ensure that they were as old as they were.” Wu Yue, a staff member of the public relations department of Shanghai International Fashion Center, said that after investigating the abandoned factories, Shanghai Textile Group adopted a renovation principle that focused on preservation, and the old industrial atmosphere Blended with fashion taste.

Keep the red bricks, but break the “red brick wall”. “Meeting new demands and adding new functions are important issues for many light textile companies in Shandong.” Yantai Qiyuan Clothing Co., Ltd. is a company with a history of more than 100 years. Chairman Chen Yanqin told reporters that “time-honored brands” are actively considering How to compete for the right to speak in new markets, “We are considering holding cheongsam museum tours in the UK, France, South Korea and other countries this year. On the one hand, we want to use this method to shorten the distance between tradition and fashion, and on the other hand, we can better promote the movement. Categories such as casual cheongsam that consumers are not yet familiar with.”

“Currently, the textile and apparel industry is mainly a stock market. If there are leading new trends, we can reap a new wave of dividends.” said Guan Xiaoyan, director of the Light Industry Textile Industry Division of the Shandong Provincial Department of Industry and Information Technology. , Shandong has launched the “New Light Textile Expansion Market” activity to organize outstanding enterprises to join forces to expand the market and promote publicity. At the same time, the focus is to promote new products to appear in multiple channels and in multiple forms. , thus guiding more companies to open up new markets with supply upgrades.

Traditional industries urgently need to “make up for new lessons”

Shanghai Chenguang Stationery Co., Ltd., which empowers stationery products with well-known IPs such as Miffy and One Piece, has embarked on an innovative development path of “from stationery to cultural and creative life”, not only has a distinctive design style, but also has a “one meter wide” The research attitude of “dig to the depth of 10,000 meters”: the company invests more than 100 million yuan in technology research and development and product innovation every year, holds more than 800 patents, and participates in the formulation of multiple national and industry standards.

“Traditional industries cannot keep up with market trends without the help of new technologies.” Cai Jinnan, vice chairman of Dezhou Hengfeng Group, thought of the company’s exploration of independent research and development of functional yarns: pearl fiber, milk fiber , submicron fiber, seaweed fiber… It is precisely because of these functional and differentiated cotton textile products that the company’s performance is still relatively strong when the overall cotton textile market is weak. Take the antibacterial cotton jointly developed by Texas Hengfeng and Donghua University as an example. It has been used in the production of well-known domestic sportswear brands and antibacterial underwear products.

Since 2013, M&G has successively established M&G Lifestyle Center and Jiumu Sundries Club, bringing it one step closer to consumers. “Xiajin is also exploring this direction.” Ma Xiumin, director of Xiajin County Bureau of Industry and Information Technology, mentioned that Xiajin used to set up offices in Wuxi, Jiangsu, Shaoxing, Zhejiang and other places to sell yarn, but now many local entrepreneurs have realized that it is necessary to If you want to develop better, you must be as seamless as possible with the needs of the terminal brand. This has promoted local digital “remedial courses”: by installing sensors, code scanners, displays, etc. in enterprises to solve the problem of “deaf, dumb, and blind” equipment and materials, and then through MES (manufacturing enterprise production information management system) and ERP (enterprise resource planning management system) two software systems to help enterprises realize the interconnection and interoperability of production, procurement and sales data.

“The light industry and textile industry account for a high proportion of small and medium-sized enterprises. At present, many enterprises are faced with the fact that old organizational courses have not been completed, and new organizational courses such as lean are imminent.” Song Yidong, an expert appointed by the Shanghai Economic and Information Technology Commission, said , in this process, entrepreneurs must first complete their roles quickly.Changes, especially the use of information technology concepts to guide the innovation of production and management concepts.

Use talent to lead and support brand renewal

Not only in Shanghai, at the beginning of this year, many light industry and textile enterprises in Shandong were actively “going out” for inspection and study.

“Our R&D and design team has reached 3,000 people, distributed in several key domestic cities and major global textile countries such as the United Kingdom, Spain, and Japan.” Wu Liping, deputy general manager of Dishang Group, said that multi-point layout can ensure that the design is from The front-end guides production. Currently, Dishang’s ODM (independent research, development, design and manufacturing) business has accounted for 95% of ‘s exports. However, as the importance of the domestic market becomes increasingly prominent, Changes in consumer customer groups also pose new challenges to corporate brand building.

“As the post-90s and post-00s generations have become the main consumers, there is no ready-made experience for reference in grasping their consumer needs. This is a real challenge for enterprises.” Director of the Chain Brand Strategy Research Institute of Shanghai Jiao Tong University Xu Huanzhang said that this requires companies, especially those with a long history, to break the inertia.

“The biggest dividend for enterprise development still comes from talents. Currently, the entire industry is in a critical stage of transformation from ‘factor-driven’ to ‘talent-led’.” Wang Xiao, deputy director of the Shandong Provincial Department of Industry and Information Technology, said that as a light textile industry The first provincial inspection and training program after the industry entered the “Top Ten”, this “Learning Experience” in Shanghai aims to stimulate the company’s ability to solve deep-seated problems, and one of the important ways is to recruit talents through multiple channels. According to reports, Shandong is also innovating to cultivate talent-led enterprises this year and accelerating the creation of a group of benchmark enterprises with strong talent awareness and high management levels.

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