“American arrogance” triggers rethinking of new textile product development, product structure adjustment and other issues
Affected by the international financial crisis, the three giants in the U.S. auto industry, Chrysler, General Motors, and Ford, saw their sales plummet and were in trouble, forcing them to seek help from the government. When people from all walks of life analyze the current situation of the Big Three, they believe that the financial crisis has only accelerated the decline of the Big Three, and their shortcomings in new product research and development and product structure are the real root causes of their defeat. Experts say that Chrysler and other companies have excessively pursued stylish and luxurious models, and even despised the “American arrogance” of low-displacement, energy-saving, lightweight cars. This is incompatible with today’s consumer concepts that advocate energy conservation and environmental protection. As a result, the sales of the Big Three cars have dropped as early as a few years ago. It has already shown signs of decline.
However, this “American arrogance” exists not only in Detroit’s automobile industry, but also in other places, including the product development and production of Chinese textile companies. Therefore, today’s plight of the Big Three has triggered people to rethink issues such as new product development and product structure adjustment.
Establishing a market-oriented product research and development system
Speaking of the defeat of the three giants in the U.S. auto industry today, it is not because they are numb and unaware of the challenges from the Japanese, Korean and European auto industries. Strong competition is not without feeling that people advocate new consumption concepts of energy conservation and environmental protection under the increasingly tense energy situation, but they still turn a blind eye and stick to their “king style” of superiority and luxury, which has led to the international reputation of American cars in recent years. Sales in the market have been declining, and nearly half of the domestic market, including its domestic market, has been occupied by Japanese cars such as Toyota and European cars.
A fundamental principle of product development is to be market-oriented. Any behind-the-scenes product development that is not market demand-oriented will not be recognized by the market and consumers. Du Yuzhou, President of the China Textile Industry Association, has repeatedly emphasized that in the process of transformation, development and industrial upgrading of my country’s textile industry, it is important to speed up product research and development, especially to strengthen the research and development and application of original technologies. At the same time, industries and enterprises urgently need to establish an organic, scientific, and complete product R&D and application system that is market-oriented, has a connected industrial chain, upstream and downstream linkages, and combines industry, academia, and research.
However, domestic textile companies still have many problems in product research and development. During the interview, the reporter learned that most of the domestic high-count yarn and worsted fabric manufacturing enterprises experienced a sharp decline in profits last year. Many manufacturing enterprises with high-end equipment such as compact spinning were very distressed. The high investment in equipment did not result in high profit output.
Xu Wenying, vice president of the China Textile Industry Association and president of the China Cotton Textile Industry Association, believes that domestic cotton textile companies currently have serious misunderstandings in the development and production of new products. First, the high profits of high-count yarns and worsted fabrics in the past few years have misled companies to a large extent. Enterprises believe that only by producing yarns and fabrics with high count and density can they obtain huge profits. As a result, companies rushed to expand the production capacity of combed yarn and worsted fabrics. In just a few years, the supply of these products exceeded demand. On the contrary, downstream demand is very limited. Especially when the financial crisis sweeps across, the first impact is on high-end markets such as Europe and the United States, which directly affects the sales of high-end yarns and fabrics in my country, which is mainly exported. Secondly, the company did not fully study the changes in market demand, lacked in-depth market research when developing new products, did not fully understand the real changes in the international and domestic markets, and mistakenly believed that only the development of high-end combed yarn and worsted fabrics can achieve success. It’s about developing new products. In fact, the current market requires more high-quality low-count yarns and fabrics, and low-count does not mean low-end. Third, enterprises have misunderstandings about advanced equipment. They believe that compact spinning equipment is suitable for the production of high-grade combed yarn. In fact, compact spinning equipment is more suitable for the high-end production of low-count products.
Regardless of market changes, the blind pursuit of high-count worsted and combed products has caused many domestic textile companies to suffer. On the contrary, some companies that focus on the development of marketable colored yarns and fabrics have achieved good profits. . Just as Chrysler has been selling more and more low-fuel-consumption Toyota cars in recent years that focus on satisfying the public’s consumer psychology.
In this regard, Xu Wenying specifically emphasized that he does not advocate the excessive development and production of cotton products such as high-count worsted and combed cotton products, as well as high-tech and high value-added products in chemical fiber and other fields. However, this is not to advocate that enterprises Instead of producing low-end products, we should focus on developing marketable products that the market needs. Taking cotton spinning as an example, high-end products include not only worsted yarn, combed yarn and worsted fabrics, but also high-quality yarns of various counts and fabrics of different thicknesses. High-quality low-count yarns and woolen fabrics also belong to Quality product.
A reasonable and complete product structure can withstand the test
Chrysler is a typical luxury car manufacturer with a relatively single product variety, especially its high energy consumption and high emissions. Current fuel efficiency and emissions regulations in the United States. Chrysler has lost tens of billions of dollars since 2004, with sales falling 28% in 2008. In contrast, Japan’s Toyota Motor’s user-friendly design and high-quality service…In particular, its product system with reasonable structure and complete varieties has made it famous and achieved great sales results. The comparison between Chrysler and Toyota reflects a truth – accurate product positioning and perfect product structure are important guarantees for a company to achieve rapid development. This principle also applies to my country’s textile industry.
When the reporter interviewed Zhejiang Rongsheng Group at the end of last year, he discussed the issue of product structure with the group chairman Li Shuirong. The “supermarket” concept proposed by Li Shuirong attracted the reporter’s attention and interest. He said: “The products produced by the company must be diversified, not only to meet the current market demand for high-quality conventional varieties, but also to meet the market’s demand for multiple varieties and small batches. If your company’s products are rich in variety and of high quality, Just like a supermarket with a full range of varieties, low prices and good quality, it will definitely attract more and more buyers to shop. Therefore, Rongsheng has been adhering to the development direction of developing multiple varieties such as high value-added products based on conventional varieties for many years. , while committed to building China’s (international) chemical fiber industry headquarters and R&D base, we will strive to build Rongsheng into a renowned large-scale ‘supermarket’ of chemical fiber products.”
The reporter also saw the development of multiple varieties in Zhejiang Tongkun Group and production of successful development models. This representative of private enterprises in China’s chemical fiber industry that first developed has gone through nearly 30 years of ups and downs. One of the successful experiences of the group chairman Chen Shiliang is to achieve “one specialty and multiple capabilities” and maintain the company’s direct melt spinning We leverage the traditional advantages of our products while developing differentiated and high value-added products. Chen Shiliang believes that the stable development of Tongkun Group for so many years is mainly due to the company’s specialization in conventional varieties of refined polyester filament. Conventional varieties are also divided into high, medium and low-end products. Not only high value-added products are high-end products, conventional varieties It can also produce grades and quality, and the differentiated development of conventional varieties is more suitable for the actual needs of the current market. The reporter saw the development trajectory of Toyota Motor from these companies. Toyota not only owns luxury cars such as Lexus and Crown, but also has high-end models such as Camry and Reiz. It also owns fashionable cars such as Corolla and Vios, and Prado gasoline-electric hybrid cars. As well as the powerful Dopod off-road vehicle, as well as new concept cars launched every season… The high-quality, reasonable and complete product structure enables Toyota to successfully realize “there must be a road before the car reaches the mountain, and there must be a Toyota car when there is a road” ” development concept.
“American arrogance” brews bitter wine for the American automobile industry, while giving Chinese textile companies experience and lessons. AASDFERGTRHR
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