Textile Cold Winter Is Approaching Lu Embroidery Home Textile Enterprises How To Deal With

At present, the whole country

The industry is depressed.

Wendeng is the famous "hometown of Lu embroidery" and China's only home textile city. Home textile is one of the three pillar industries in the city.

At present, Wendeng home textile enterprises have developed to 4135, employing 138 thousand people.

This means that when the national textile industry encountered "cold winter", Wendeng's home textile industry is more chill: orders are insufficient, production and sales are weak, product sales prices continue to fall, business costs continue to rise, social security taxes and fees continue to increase, profit margins have shrunk considerably, capital tension is very prominent, and some enterprises are struggling.

However, in late October, when the temperature continued to decline, the reporter visited Wendeng home textile enterprises found that Wendeng home textile industry has explored the "wintering" good strategy, some enterprises even go against the trend, let people feel the spring.

Seek high-end, seize the commanding heights of the market

In October 22nd, the reporter came to Wendeng's largest home textile enterprise, Yida group.

In the first workshop of the factory, 12 huge shuttle computer embroidery machines were lined up, only to hear the rhythm of the machine running "clicking clicking" sound, the vast workshop can hardly see people.

According to the person in charge of the workshop, this embroidery machine has 1048 needles on one hand, and only one worker is needed to operate the machine.

Compared with the "universal machine" that a worker used to control a needle, the introduction of 61 Swiss made computer embroidery machines made the art group completely say goodbye to the "human sea tactics" of the home textile enterprises in the past.

The technology of needle positioning developed by Yida relies on the provincial technology development center, which makes the overall cost of the enterprise reduced by 20%.

Zhang Pengchao, deputy secretary of the Party committee of Yida group, said that before and after 2000, the employment of enterprises reached a peak, with nearly 3000 workers in the factory, and more than 90% directly engaged in production and processing in the front line.

Because of the backwardness of equipment, overtime work is a routine job.

Now, there are about 1000 employees in the enterprises. Only 1000 of them are in the front line of the workshop. Most of them are engaged in marketing planning, logistics warehousing, advertising design, packaging design, and enterprise management.

IDA is a microcosm of Wendeng's home textile industry changing from labor-intensive to technology intensive.

At present, the city's home textile industry has 4 provincial-level research centers, the proportion of advanced equipment has reached 82.5%, and more than 7200 people engaged in technology and product development, including more than 800 senior titles, two state-level arts and crafts masters and more than 4400 patents.

Technological innovation has made the traditional home textile enterprises move towards the high end.

Yun Xiang embroidery, using the technology of "decorations of brocade carvings, which is combined with calligraphy and painting", has designed and produced authentic embroidery according to celebrity calligraphy and paintings. It has been patented and officially launched into the market. The price of each work is at least 1000 yuan.

A double embroidered Rong Huafugui embroidery, which covers almost all the needles of Lu embroidery, won the gold award of the 2012 China Arts and crafts Hundred Flowers Award. Among them, the Chinese character double-sided embroidery and the pattern embroidery are used by Yun Xiang embroidery, whose selling price is as high as 180 thousand yuan.

{page_break}

Yunlong group and research institutes and universities jointly develop series of high-tech home textiles, such as functional textiles, infant products and medical textiles, and their profits are several times higher than that of traditional home textiles.

The products of infants and young children have been successfully imported into the German market through the European eco textile detection.

Based on the Shandong eco embroidery Engineering Technology Research Center, the WAN de group has combined modern technology with traditional technology. In 2011, it invested more than 500 million yuan, and developed many new technologies and technologies, such as laser cutting technology, ultrasonic wave cotton ginning technology and so on. After putting into use, the labor efficiency and added value of products increased significantly.

Turning inland and opening up the domestic market

In 1981, Li Guoxian, the chairman of Yunlong group, led 36 workers and staff, using two dilapidated sewing machines to develop the first embroidered product of Yunxiu embroidery in China's embroidery embroidery industry, and then developed and applied for two technical patents, namely, "carved ERON" and "Huilong lock". These three high-tech products quickly opened the door to the international market and created the first step of Chinese traditional embroidery products to go abroad.

As a result, the quality of Wendeng home textile products has gradually stopped in the international market. A batch of orders come in a rush. The products sell well in more than 140 countries and regions, and some enterprises export almost 100% products.

When the international financial crisis came, the disadvantages of Wendeng's home textile enterprises over reliance on exports began to appear.

"We must pform, get rid of the dependence on foreigners, create our brand and go our own way.

Transformation may be "alive" or "die" faster, but no pformation can only wait for "dead".

Zhang Pengchao, deputy secretary of the Party committee of Yida group.

Yida group takes the lead in implementing the marketing mode of home textile brand hypermarket in the industry, and establishes the new market strategy of "both inside and outside marketing, walking on two legs". Through the establishment of home textile franchises, it changes the past simple export pattern, and achieves the "win-win" of domestic sales and export.

Today, the Shandong home textile franchise has developed to hundreds of cities and towns in all parts of the world, including Shanxi, Hebei, Henan and other provinces. The annual sales volume of domestic products has exceeded 200 million yuan.

In April 28th this year, the WAN de group, which had been the main international market, was officially put into operation in Wendeng, Weihai, Rongcheng, Yantai, Nantong and the "five city seven shops". This marks that Wan de group has also embarked on the fast track of two domestic and foreign markets.

Wendeng also actively organized home textile enterprises to open up markets through exhibitions.

Last year's China (Wendeng) International Home Textile Expo and China home textile brand promotion conference, Yida group and Yun Xiang embroidery signed 65 million yuan domestic orders and about 80000000 yuan export orders respectively.

This year's 2012 China (Wendeng) International Home Textile Expo and China home textile brand promotion conference, Wendeng enterprises signed an order of 1 billion 650 million yuan, of which, Yida Group signed a domestic order of about 46000000 yuan, and Yun Xiang embroidery won about 80000000 yuan.

The list of the first batch of professional demonstration bases for foreign trade pformation and upgrading announced by the Shandong Provincial Department of commerce is one of the 26 bases approved by Wendeng.

Embrace the regiment to build the "big carrier" of the industry

"Although the tax rebate rate has been raised several times in recent years, most of the profits have been taken away by foreign investors by means of price.

The subsidy of blood pfusion and discount loan can certainly solve the urgent problem. However, in order for enterprises to really get out of the predicament, they must take the lead of leading enterprises, and then unite all small and medium-sized enterprises to build Wendeng's home textile "aircraft carrier" to jointly resist risks.

Xu Fang, director of Wendeng Home Textile Industry Bureau, said.

Wendeng's "home textile aircraft carrier" plan originated from the "home textile management Consortium" a few years ago.

At that time, Wendeng Jinlong embroidery industry once received an order of 1 million yuan from a UAE enterprise, and the delivery time was 4 months.

After 3 months, the other party withdrew the order on the grounds that the delivery time was too long, which caused great losses to the enterprise.

This gives the government an inspiration: the international market changes too fast, and can not drag the front line too long. If 3 - 5 enterprises combine to set up the "home textile operation Consortium", they can make the order together and fight the "quick" battle.

Wendeng's "home textile management Consortium" has no fixed membership. Instead, it complements its advantages according to the order situation, and solves the problems of insufficient liquidity and small factory productivity.

Moreover, after the joint venture, banks no longer need mortgages, and loans are also very easy.

At present, Wendeng has set up 17 joint ventures of private home textile enterprises and 64 private textile enterprises.

Xu Fang said that Wendeng will continue to increase the number of operating consortium this year, and then combine it into a strong Wendeng home textile "aircraft carrier".

Wendeng also raised 3 million yuan in funding.

Public service center.

The service center has developed three series of more than 300 color varieties suitable for Russia, the Middle East, South Africa and other market demands. Through developing new markets such as Turkey, UAE and Egypt, about 70000000 orders have been received for 18 enterprises.

The testing center in the service center is open to the society and provides free testing services for home textile enterprises. It has now detected more than 20 batches of raw materials and products for enterprises.

Wendeng has also guided enterprises to expand the industrial chain through opening up "rural workshops", attracting more than 100 thousand rural women to engage in this industry, and processing fees more than 500 million yuan a year.