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, affected by 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, intelligence, functionality, environmental protection and other products is growing day by day. Driven by technological innovation, textile product design integrates hard-core technology and cultural connotation in a more open, systematic and intelligent cultural environment, moving towards a more collaborative and diversified The development in the direction of , comprehensive and intelligent has created a powerful driving force to promote the development of highqualityin the industry.
For Keqiao Textile fabrics company, 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
Starting from R&D, responding 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 cluster and a world-class textileindustrial cluster pioneer zone, 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. Also affected by the epidemic, healing colors began to spread widely. “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 hearts, and they all belong to the typical healing color system.”
The application of functional fabrics not only increases the added value of fabric products, but 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.
At present, Funino mainly promotes a fiber product called “ancient tree cotton”. According to Zhang Weifu, this plant fiber can be made into natural antibacterial and odor-removing home textile products. “Future textiles, firstly, have…Functionality, the second is intelligent. When people use textiles, they can sense it at any time and consciously practice a healthy lifestyle, allowing people to gain health and happiness in a relaxed and enjoyable way. pursuit of happiness. “Zhang Weifu described the appearance of “future textiles” in his mind.
02
Brand upgrade, shifting from price-led to value-led
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, which has further increased competition pressure in the already plentiful domestic textile trade market. The most direct means of competition is to fight a “price war”, which has also resulted in many companies having to lower fabric prices.
An Lun, general manager of Jasmin 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” is resurrecting at this time. “Some clothing companies purchase fabrics at low prices in order to maximize their own interests. One situation that occurs among fabric companies is that they insist on their own prices, which leads to clothing companies looking for other suppliers to imitate the fabrics in order to reduce procurement costs. This harms the interests of fabric manufacturers; another situation is that fabric companies promise to lower prices on the surface, but the actual products they produce are ‘short of quality’.” He analyzed that this will inevitably make the clothing style and The effect is greatly reduced, thus affecting the sales of clothing, leading to inventory backlogs that are not uncommon. In his view, fabric and apparel companies should be honest with each other to achieve long-term development on the premise of maintaining a certain reasonable profit distribution.
“Fabric is the soul of clothing, and quality is always the guarantee that the fabric will not be outdated.” Anlun said that the company mainly deals in various types of children’s clothing fabrics. Affected by the epidemic and multiple attacks from adult clothing companies and fast fashion brands, children’s clothing fabric companies are the only Only by stepping up hard work, accelerating the research and development of new materials and fabrics, and opening up a differentiated development path for the brand can we find a place for corporate development.
For Keqiao’s traditional children’s clothing fabric companies, they are indeed facing a lot of pressure. Adult fabric companies have 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 particularities in fabric selection, especially in terms of comfort, softness, lightness, tear resistance, and washability. “The research and development of new fabrics will indeed add a lot of costs to the company, including the cost of importing raw materials, production costs, and testing fees from professional institutions, etc., but it is all worth it because the company We must take the route of innovation.” It is reported that Jasmine Textile designs and develops an average of 100 new varieties in the first quarter. “The inspiration we want to provide our customers is not just a collection of ideas throughout the year, but also includes ideas and prospects that extend to each quarter.”
03
Develop live broadcast e-commerce and promote brand promotion through sales changes
Emphasis on R&D and design, launching its own brands…China Textile City‘s industrial transformation and upgrading has long been start up. Affected by the epidemic, both the market and merchants have realized the importance and urgency of increasing smart applications and building smart markets. In particular, smart solutions such as e-commerce applications, smart logistics, smart parking, and smart fire protection should be built as soon as possible. management system and establish more intelligent and accurate supply chain channels.
So, how to seize the opportunity of e-commerce in the post-epidemic era? How to build a localized e-commerce industry service optimization plan that is interconnected, symbiotic, and integrated? How can brands, manufacturers, and traders transform and upgrade to accelerate the smart development of enterprises?
Recently, Aili Home Textiles, located in the old market, has launched a series of one-on-one online new product launch 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 is well-known in the home textile fabrics industry. 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 our positive response to the impact of the epidemic, including industry trends.”
If you want to live broadcast, you must have your own brand. The rise of sellers will also have a reaction on the design and R&D side and the production side. In Ailijia’s 900-square-meter store, there are a dazzling array of home textile fabrics and finished products. Lu Wenguang introduced that the brand “ALLEKA” has been registered for nearly 10 years. When he first started to build the brand, many people did not understand it and felt that there was no need to brand the fabrics. They even thought that the rise of the store was actually the brand. “This actually makes sense. For market operators, the rise of a store means the brand. When customers trust the brand, it means fashion, quality and high-end. And in the past, fabric profits were generally between 10% and 15 %, after the brand is launched, profits can be doubled, and orders will also increase significantly.”
The future has arrived and we are facing great changes. In the post-epidemic era, 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 input, and further pondered the positioning, function, role and future development direction of the professional market. and trends. As a business owner, how to target consumer trends and further enhance industry dominance and voice has become a necessity in the post-epidemic era.
AAAWQ32RDRGFJWith the transformation and upgrading of Qiaoqiao Textile, China Textile City has re-examined the market’s original strategic layout, merchant structure, resource channels and factor input, and further pondered 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 necessity in the post-epidemic era.
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