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Some sunshine in the afternoon sun shine into the conference room, the sun, the smoke gradually dispersed, recalling the contents of the meeting just now, the national director of marketing Wang Hongwei wrinkled brows did not easily stretch open, "the company's total cost of fabric procurement About 30% more than in 2009. "This sentence has been echoed in his mind, for the company's past low-cost positioning, such changes will undoubtedly pose new challenges to sales. Survival and change China fabric enterprises fought high-end market (Figure) The rise of raw material prices for fabric enterprises is also very difficult, low profits do not say, once the price increases are also facing the risk of being "out of doors" by garment enterprises. However, in this dilemma, there are people who are "absolutely rebirth." Shaoxing Jin Xiuli Textile Co., Ltd. Xia Rong is one of the general manager. Beginning of the year, Xia Rong company customers almost every day to find samples, every few days will have to sign some supply contracts. Although this year to pick up the list much smaller than in previous years, but also orders more than a few kilometers, tens of thousands of meters, less or even only a few hundred meters, but Xia Rong want to open, she always cheerfully to those who do not understand: "Do not look at these small list, but basically are used as high-end fabric clothing, the profit is several times the ordinary road goods, or even several times." Survival and change China fabric enterprises fought high-end market (Figure) Recently , Cotton prices, the exchange rate shocks the United States, the rapid growth in domestic demand and many other factors broke the original number of garment enterprises in the fabric procurement pattern. However, some fabric enterprises also saw the opportunities of market changes earlier through the contact with kimono enterprises, and tried to test the "high, fine and small" apparel fabrics. Survival and change China fabric enterprises fought high-end market (Figure) jump out of low-cost competition and find another way "Our brand transformation, and turn for the high-end consumers. Low-end market price war no good for no one, so we take the opportunity to jump Out of high-end brand means high profits, so the weight of the raw material prices do not seem so heavy.We also eliminated the original fabric suppliers in the small and medium-sized fabric enterprises in the transition continue to choose more suitable for their own, powerful Partners. "Now, Wang Hongwei change thinking not only no longer confused, but also actively planning for greater brand development. Despite the apparel retailing company, Zhu Hongwu, Commodity Director of Knoch Co., Ltd., told reporters about the thorny problems faced by enterprises after the price of fabrics went up: "Compared with the production enterprises, we are less affected by the increase of fabric prices, but last year Fabric prices rose 15% -20% on average compared with the previous year, the company's procurement costs for this increase of 5% -8%, so there is still a certain degree of impact. "Reasonable and careful production planning, the use of high-grade fabric to increase Cost-effective style design and development of the ratio and other measures that allow businesses to try to digest the rise of fabric pressure on its formation. During the interview, chiefs of Beijing Cheg Qipao Co., Ltd. and Shandong Shulang Garments Co., Ltd. also said that after the price of fabrics went up, the enterprises started to consider increasing the proportion of high-end fabrics. First, they should deal with the current raw materials Market situation, the second is to prepare for the brand transformation and upgrading. Naturally, the demand of apparel enterprises is reflected in the upstream fabric enterprises, and it also gives the fabric enterprises with innovative ideas and opportunities for innovation and development due to the price fluctuation. Zhejiang Yi Jin Textile Co., Ltd. is a large-scale textile enterprises, mainly in the production of Jacquard fabric-based, from last year, companies from the original amount of conventional products to the amount of the gradual shift to "high, fine, small" business change. Company officials said that the high-end brand clothing enterprises at home and abroad is their main direction, for which the company set up a new product development center and brand department, specialized personnel run brand apparel business, listen to the views of enterprises, research and development of new market trends Fabric. See the domestic market demand for apparel market bullish, some of the original export fabric business also have flocking. Due to the limited quantity and style, the number of fabric sheets is small, the number of patterns is large, the production process is complicated, but the profit can be as high as 50% or even as high as 80%. However, the risks of foreign trade list are relatively increased, especially the profit margins of conventional products have been reduced to "points", and the pressure on textile enterprises is aggravated. Do not look at the amount of each less a lot less, but fabric businesses are also well received, "In the past, conventional products to do a list of more than one hundred thousand meters is a very common thing.But due to product gold content is not high, the customer's selection However, the small list of domestic apparel is so expensive that once the new product is successfully developed, it is possible to increase the profitability of the new product at the same time Home service enterprises recommended, add up to the total is not small. "Shaoxing Keqiao foreign trade enterprises," Lee Star Textile, "the relevant responsible person said. An industry source also said that this list is generally a rare special orders on the market, the technical requirements are relatively high, the probability of being imitated relatively fast, it also has the pricing initiative. Survival and change China fabric enterprises fought high-end market (Figure) "Small quantities and more varieties" also need to adapt to the process of garment enterprises to increase the proportion of high-end fabrics, fabric companies will focus on "high, fine, small" is the response to the current situation By chance? Or clothing company to the high-end future must pass a period? If the application of high-end fabrics is bound to become a trend, which fabric companies should pay attention to what issues in production, is not all businesses can follow it? A series of questions related to this also follow. Due to the tight global supply and demand in 2010 coupled with speculation by hot money that led to high cotton prices, the cotton-producing area in the United States, a major cotton-producing country, is expected to increase in 2011-2012. As the cotton harvest season in October, that is, before October, the global cotton supply situation will continue to be nervous. Xie Fangming, director of product division of National Textile Product Development Center, said in an interview with this reporter that the cotton price will remain high in 2011 and any sign of supply or demand will be stimulated before the new flower market of 2011-2012 is launched Further price increases. On the rise in cotton prices many garment enterprises have targeted the high-end fabric market issues, Xie Fangming objectively analyzed from two aspects of this situation, "On the one hand, many apparel companies aimed at high-end fabrics, the development of high-end clothing. On the other hand is Adapt to the market development and changes in the results, with the gradual increase in the purchasing power of consumers, more emphasis on the choice of clothing personalized, branded, coupled with new materials, new features continue to emerge, prompting apparel companies must continue to develop new products to meet Market demand, resulting in procurement of small quantities, more variety needs.This also forced some of the fabric companies to respond quickly to the market, and constantly develop new products to meet the procurement needs of the changes. "Shanghai Dingtian Textile will be able to adapt to such changes, Xie Fangming cited a typical example of "Dingtian is the small quantities of high-end fabrics to meet the market demand for small quantities of more varieties." However, not all garment companies and buyers are such changes are taking place, such as Domestic Metersbonwe, with pure brand clothing or in the use of high-volume mining Way of purchase However, due to the different types of fabrics produced by the enterprises, the terminal applications are also different. Similar to wool worsted, yarn-dyed fabrics and so on can go the sophisticated development route, but for most printing and dyeing enterprises and so on, they still have to rely on running volume to survive. Therefore, by the equipment, personnel, technology and other factors, such as Huafang large printing and dyeing enterprises such as hard-pressed to accept small orders. In other words, small quantities, more varieties, most of our business, but also need an adaptation process. Expert Weapon: Survival and change China fabric enterprises fought in the high-end market (Figure) National Textile Product Development Center Products Division Xie Fangming In response to some of the "small, refined, high" orders, Xie Fangming fabric manufacturers in the following areas do a good job: Design and Development: Actively carry out research on the consumer market, strengthen market research and fashion trend information collection, develop a more complete new product development plan, establish a sound product development process, from the product design and performance of flower design work, Enhance the market orientation of new product development, enhance the core competitiveness of products, and create higher added value and profit. Technical application: We should make efforts to research and develop the application of innovative technologies and new materials, strengthen the research on process technology, especially the research of finishing technology, and develop high value-added textile products to meet the needs of the high-end market. Equipment: To be equipped with a sufficient number of proofing test machine, the establishment of experimental workshop, speeding proofing and improve the ability to respond quickly to the market. Talent Construction: Pay attention to the construction of innovation system team, attract professional and design talents, enhance the team's independent innovation ability and product comprehensive design ability through professional conferences and related training, establish better talent selection, performance evaluation and reward system, Improve the enthusiasm of researchers, and promote the innovation process of product development. This also includes the establishment of a skilled workforce to accommodate the needs of fast, small batches and varieties. End market: Enterprises should increase comprehensive research on the customer base, brand style and other end markets, based on the final use of the product more professional segments, develop a clear promotion plan, pay attention to the promotion and promotion of product image , To ensure product quality, enhance customer communication and service, enhance product visibility.