The Chain Revolution Of Xiqiao, A Famous Chinese Fabric Town, Breaks Through Industry Constraints: Strengthening Regional Brand And Enhancing Value Chain

Tens of thousands of looms are running at a high speed, accompanied by rhythmic roar. The slender yarns are interwoven and incarnated into a neat piece of fabric.

After packing and finishing, these

Famous clothing enterprises at home and abroad.

stay

Such a busy scene is staged every day.

It is the birthplace of the modern textile industry in the Pearl River Delta and even the whole country.

In the early wave of industrialization, Xiqiao people pioneered the inheritance of textile technology with machines, and developed products that are highly sought after.

While the traditional textile and garment industry is facing bottlenecks, Xiqiao people are taking advantage of the situation and taking the initiative to implement the new concept of "brand" and "innovation", and push Xiqiao's textile industry from the intermediate products to the high value-added field.

Thanks to this, Xiqiao textile fabrics have been proudly standing after hundreds of years of wind and rain, and become a strong support for the South China Sea to create a well-known brand building demonstration zone for the national woven fabric industry.

The prosperity is far away.

In March this year, the AQSIQ issued a document that approved the South China Sea to build a famous brand building demonstration zone for the national woven fabric industry.

After the news came, all the textile practitioners in Xiqiao town were greatly improved.

"We need an area and a group to play an exemplary role."

Mo Baiyuan, chairman of the textile industry association of Nanhai District, regrets.

As one of the main industries in the South China Sea, Xiqiao textile has gone through hundreds of years of ups and downs.

Since Chen Qiyuan founded the Changlong reeling mill in 1873, Xiqiao

Riding on the tide of industrial revolution to speed up.

By the 80s of last century, Xiqiao has gradually formed the scale of production and sale of "1000 factories, 1000 stores, 10000 machines and 100 million cloth".

Up to now, Xiqiao has gathered over 850 fabric enterprises and nearly 60 thousand employees. The average annual output of textile fabrics in the town is more than 4 billion meters, accounting for 1/10 of the total national fabric.

The title of "China's famous fabric town" and "textile town" is the best compliment of the outside world for Xiqiao's textile strength.

However, halo is hard to hide the hidden worries behind the industry.

After entering the twenty-first Century, the textile industry, as a labor-intensive industry, suffered a "frosty period".

On the one hand, with the overcapacity and labor costs rising, the profit margins of woven fabrics are getting smaller and smaller.

Mobo yuan frankly said that the production of fabrics in Xiqiao has increased three times than that of ten years ago, but the average profit has decreased from 15%~20% to 8%. Some enterprises even have less than 4.5% after deducting the cost of manpower and so on.

Moreover, with the consumption demand moving towards "seeking new, seeking beauty and seeking fashionable", the life cycle of fabric category is getting shorter and shorter, which makes Xiqiao textile enterprises face great pressure of research and development.

Mobo yuan, for example, in the past, Xiqiao has been able to dominate for 20 years with a wool imitation. Now, the vitality of a fabric is only three or four years, and some can only "live" for a quarter.

When Xiqiao's textile industry is limited by labor, land and environment, other domestic textile industrial clusters are soaring rapidly.

Among them, silk and linen products in Jiangsu and Zhejiang provinces came back from behind. Now only 50% of the total output of fabrics in Shaoxing, Zhejiang has been occupied.

And looking at the world, Southeast Asia and other regions are overwhelmingly cost advantages.

With the intercourse of internal and external problems, Xiqiao's government and enterprises know that if we do not change, we will face the fate of elimination.

Break through and win the Phoenix

Faced with the uncertain environment of the times, local government and enterprises agreed that Xiqiao urgently needed to build a high-end demonstration area to let high-quality textile enterprises lead their counterparts to break through and win.

In 2003, the town stood on its foothold.

The original foundation has created the textile industry base, and has introduced 90 enterprises in the fields of textile, textile machinery and clothing.

Relying on this base, Xiqiao has fired "environmental protection, technological innovation" and other issues that restrict the development of textile industry.

In 2005, the Xiqiao town government implemented the "three unification" project of unified water supply, unified power supply and unified sewage treatment in the textile industry demonstration base, so that the park gradually realized the zero discharge of sewage and waste gas, and comprehensively promoted the recycling economy.

Thanks to this, the Xiqiao textile industry base was successfully certified by the ISO14001 environmental system, and was recognized as "Guangdong green upgrading demonstration Industrial Park" in 2013.

The pilot in environmental protection has not only enhanced the confidence of local enterprises, but also attracted the "Golden Phoenix".

In 2008, due to Xiqiao's environmental protection services, Zhixing textile came to Xiqiao from Zengcheng Xintang to become the largest and highest value textile enterprise in the region.

In the view of Guan Haiquan, mayor of Xiqiao Town, if there is no demonstration base and the implementation of the "three unification", Xiqiao textile will not only be unable to magnetically gather high-quality textile enterprises, but also may fall under the pressure of environmental protection and other pressures.

In solving the problem of environmental pollution, Xiqiao has also upgraded its competitiveness through technological pformation.

Only in 2008 ~2015, Xiqiao textile industry technical pformation investment reached 2 billion 240 million yuan.

With the revival of industry, Xiqiao's government and enterprises began to think about how to further enhance the visibility of local woven fabrics.

"The brand awareness of the textile industry is insufficient. Many enterprises believe that woven fabrics are intermediate products and do not need to create brands."

But Guan Haiquan believes that with the increasingly fierce competition in the industry, the brand will become the "killer weapon" for the industry to break through.

To this end, Xiqiao registered the "Xiqiao fabric" collective trademark in 2014.

In recent years, Xiqiao's textile enterprises have also been gathering frequently at home and abroad.

And through the Xiqiao brand fabric tour to butt high quality customers.

The efforts made for industrial pformation have finally won a bigger development platform for Xiqiao textiles.

In 2017, in the wave of building famous brand demonstration zones in the whole country, the South China Sea relies on Xiqiao textile application to prepare the "national woven fabric industry famous brand creation demonstration zone".

Only after a year did the South China Sea get the qualification to prepare the demonstration zone.

Standards lead the brand

In recent months, Xiqiao textile people have been busy with the construction of the demonstration area.

"The demonstration area has entered the planning stage."

Xiqiao town official said, Xiqiao will optimize the industrial chain, strengthen scientific and technological innovation, strengthen environmental protection and strengthen regional brand building, etc., to promote the construction of the demonstration area, and strive to realize the South China Sea weaving in 2020.

The total output value is over 20 billion yuan, and the market share at home and abroad has been greatly improved.

Despite the previous mode of manufacturing intermediate products, Xiqiao aimed at terminal consumer goods, and introduced a group of middle reaches and upstream enterprises, initially forming a prototype of the whole industry chain.

"Non-woven fabrics and other sanitary products industry is the focus of our investment."

Guan Haiquan said that the next step will be to strengthen resource integration and investment in this field, and strive to exceed or reach 5 billion yuan in three years.

In order to enhance the added value of products, Xiqiao also introduced the International Textile City project this year. It plans to build an intelligent integrated integrated platform for textile and apparel industry chain, forming a brand supporting base such as brand headquarters base, textile inspection center, textile fabric trading center, garment wholesale trading center, original designer MALL, Textile Museum, financial information service platform and textile trading platform.

Up to now, the project has entered the stage of planning and design, and the first phase project will invest 4 billion yuan for construction.

The development of the industry is inseparable from the support of the standard system.

In the past, due to the lack of uniform standards, the quality of textile enterprises' products was uneven, which restricted the development of regional brands.

In 2017, the backbone enterprises and related research institutes of the joint demonstration zone of the textile industry association of Nanhai District formulated four group standards, namely, woven fabric for shirts, woven fabrics for cowboy clothing, woven fabrics for Western-style clothes, and fabrics for woven casual wear, which provided guidance for the development of local enterprises.

Xiqiao town relevant responsible person said that the next will also be combined with the establishment of the requirements of the demonstration area, from the collective trademark use, environmental emission standards, finished product acceptance and other aspects of the development of new group standards, in order to further make up for the domestic woven fabric industry blank, enhance the main right of Xiqiao textile and the right to speak.

Demonstration area business card

National famous brand building demonstration area for woven fabric industry

March 2018 approved the establishment of the national woven fabric industry well-known brand creation demonstration zone

In 2016, the regional brand "Xiqiao fabric" ranks among the top 100 brands in the country with the brand value of 2 billion 767 million yuan.