Regional famous brands promote industrial improvement
For a long time, intermediate products have received far less attention in brand building than terminal products. The brand building of intermediate products has always been ignored by manufacturing companies in the middle of the industrial chain. There are very few companies that are willing to make great efforts and invest heavily in brand building. After having a brand, companies that can effectively manage the brand and play its due role will Even harder to find. However, the Zhejiang Haining Warp Knitting Industrial Park located in Maqiao, Haining, Zhejiang, has carried out the brand building work of intermediate products vigorously and successfully created a regional famous brand. At the three-level cadre conference held recently in Haining City, Zhejiang Province, “Maqiao Warp Knitting”, as the first regional famous brand in Zhejiang Province in the Jiaxing area, won a heavy award from the Haining Municipal Government.
The deep background promotes the regional brand
“Maqiao Classic” is centered on Haining’s Maqiao, radiating the entire Haining’s scripture industry, and one of the three pillar industries of Haining , is also the largest warp knitting industry development base in China. Since its establishment in 2000, Zhejiang Haining Warp Knitting Industrial Park, the core gathering place of “Maqiao warp knitting”, has built a brand-new characteristic industrial base with technology, brand, standards and innovation as breakthrough points, and won the provincial title of Zhejiang Province. A series of honorary titles such as the first-level characteristic industrial park, the warp knitting industry professional zone, the famous warp knitting town in China, the national textile industry advanced collective and the national textile harmonious enterprise construction advanced unit.
While developing itself, “Maqiao Warp Knitting” has given full play to its radiation function, deepened the integration of Zhoulian resources, and laid a solid foundation for building a regional famous brand.
“Maqiao Warp Knitting” has more than 300 warp knitting and related enterprises of various types, more than 2,000 sets of internationally advanced equipment, and more than 25,000 people engaged in warp knitting and related industries. It mainly produces clothing, decoration There are three major categories of warp knitting products for general use and industrial use.
The growth of its own strength and the expansion of its radiation area have continuously increased the influence of the regional famous brand “Maqiao Warp Knitting”. In 2008, the total economic output of Maqiao warp knitting industry reached 12.8 billion yuan, with 2 Chinese famous brands, 1 Chinese well-known trademark, 4 provincial famous brand products, and 13 famous trademarks. The total economic output of the “Maqiao warp knitting” industry accounts for 60% of the total industry in Haining City and approximately 22% of the total national industry. It plays a decisive role in the domestic warp knitting industry and also occupies an important position in the international warp knitting industry. Location.
The government promotes the realization of the benefits double harvest.
The “Malacian Classic” regional brand brand strategy has been strongly supported by the local government. The Haining Municipal Party Committee and Municipal Government attach great importance to the development of the warp knitting industry, including it as one of the three pillars to promote Haining’s economic and social development. They have introduced a series of policies and measures to encourage the development of the warp knitting industry, including land, taxation, investment and financing. Provide tilt and support to the industry in terms of , project approval, and public technical services, encourage warp knitting enterprises to become better, stronger, and bigger, and give heavy rewards to enterprises that have obtained famous brands at all levels.
In 2008, the number of enterprises engaged in the warp knitting industry in the “Maqiao Warp Knitting” area increased from 168 in 2005 to more than 260, including 5 high-tech enterprises above the provincial level and 3 provincial-approved joint-stock enterprises. The total industrial output value, sales revenue, profits and taxes increased from 5.42 billion yuan, 5.16 billion yuan, and 372 million yuan in 2005 to 12.8 billion yuan, 12.5 billion yuan, and 590 million yuan respectively in 2008. The “Maqiao warp knitting” area currently has more than 1,300 sets of internationally advanced warp knitting equipment. Among them, the velvet fabrics produced by HKS warp knitting equipment account for about 90% of the market share of similar products in the country. The biaxial warp knitting equipment has The national market share of the light box advertising cloth and geogrid produced is 70% and 40% respectively. The products are used in key national construction projects such as Qinghai-Tibet Railway, Shanghai-Hangzhou and Hangzhou-Puzhou Expressway. Zhejiang Hailide New Materials Co., Ltd., the leading enterprise of “Maqiao warp knitting”, was successfully listed on the Shenzhen Stock Exchange in the first half of 2008. The company’s production capacity of light box advertising materials ranks second in the country, and its polyester industrial filament production capacity ranks among the top 10. Ranked among the top 3 domestically. The total economic output of the “Maqiao warp knitting” region accounts for more than 22% of the same industry in the country, and is growing at an average annual rate of 30%, becoming the largest production, processing, R&D and trade base for warp knitting products in the country. In 2008, the per capita annual output value of the park was 920,000 yuan, and the per capita annual profit and tax was 42,000 yuan.
bsp; Brand building promotes industrial improvement
The solid and stable industrial foundation provides a reliable guarantee for the park to carry out brand building. In the process of brand building, “Maqiao Warp Knitting” guides enterprises to participate in the creation of regional famous brands through various forms of activities. The industrial development has achieved a virtuous cycle and the industrial level has been continuously improved.
Among the many product categories in the Haining Malaysia Bridge, the phenomenon of imperfect standards or no standards has always existed. In order to further promote the healthy development of the “Maqiao Warp Knitting” brand, “Maqiao Warp Knitting” has classified and investigated the current product standards of the warp knitting industry based on the characteristics of the warp knitting industry, and has done a good job in building a warp knitting product standard system. First of all, the park actively strives to confirm the good industry standardization of enterprises. There are 65 companies in “Maqiao Warp Knitting” that have passed the standardization good industry confirmation. Among them, 3 companies such as Jinda Warp Knitting, Chaoda Warp Knitting, and Hailide have passed the 3A standardization good behavior confirmation, and 5 companies have 2A standardization good behavior confirmation. , 60 companies passed the 1A standardized good behavior confirmation. Secondly, the park carried out quality standards and brand creation work, and established the National Warp Knitting Products Standardization Technical Committee and the Zhejiang Provincial Warp Knitting Products and Industrial Textiles Standardization Technical Committee. Through association coordination, testing agency leadership, and enterprise participation, the park has led or participated in the formulation of the alliance standard for “Flexible Light Box Fabric”, the industry standard for “Composite Material Base Fabric (Warp Knitting)”, and the national standard for “Knife Coated Fabric” These five standards have filled the gaps in domestic warp knitting industry standards and promoted the quality improvement of the warp knitting industry.
While continuously expanding the application fields of warp knitting products, through vertical and in-depth development of the upstream and downstream of the industry, the entire warp knitting industry chain in Haining City has become more complete. At present, Hailide Company intends to develop in a more upstream direction, towards polyester slicing, the last process of polyester industrial filament yarn, in order to gain more initiative and say. On the other hand, more companies are exploring the field of warp knitting finishing and have achieved rapid development. Through the use of advanced weaving, printing and dyeing finishing technology and equipment, we can achieve the continuity, automation and efficiency of each process, thereby greatly improving the printing and dyeing finishing technology and realizing the transformation of products from “one big and three low” (bulk goods, low quality, high grade). (low price, low price) to “one deep and four high” (deep processing, high quality, high grade, high selling price, high added value).
In the future, the “Maqiao Scripture” will play the role of brand base incubators through the regional brand brand, cultivate the “corporate brand echelon”, and form a large number of independent intellectual property rights, high growth, and strong competitiveness. A well-known enterprise in warp knitting products strives to build an aircraft carrier for brand building and move towards the development goals of “advanced manufacturing base for the warp knitting industry” and “warp knitting industry headquarters”!
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