Among the many traditional industries in Fujian, the textile, footwear and clothing industry occupies an important position in terms of scale and popularity.
Data show that in 2019, Fujian’s textile, footwear and apparel industry achieved operating income of 1.1 trillion yuan, of which the textile and clothing industry achieved revenue of 740.6 billion yuan, ranking fifth in the country; the footwear industry achieved operating revenue of 361.8 billion yuan, and the scale of sports shoes ranked first in the country. However, under the epidemic, the development of the entire industry is facing various difficulties and pressures.
Difficulties and challenges in industry development must be solved through development. After decades of development, Fujian’s textile, footwear and clothing industry has formed a complete industrial chain, which has become its greatest confidence in coping with the crisis. In recent times, the industry has faced shortcomings and shortcomings and found a path to turn crises into opportunities.
Use the power of the “new economy” to solve sales difficulties
This year Since the beginning, the impact of the epidemic on the textile, footwear and apparel industry has been obvious.
The textile and garment industry in Fujian Province is also facing export pressure due to the sluggish external demand market. It is common for overseas customers to delay orders and cancel orders. Sluggish export sales are accelerating, forcing companies to switch from export to domestic sales, and from offline to online. New models and new business formats such as Internet celebrity economy, sharing economy, and community economy are emerging one after another.
Faced with the difficult situation in which more than 80% of its physical stores were closed and offline sales almost stagnated, Anta responded actively and shifted its business focus to online. By mobilizing the company and franchisees to launch an “all-employee retail” model, Anta has changed from “waiting for customers to come to your door” to “going out to find customers.”
“Our ‘all-employee retail’ is a mobilization of the team from senior executives to ordinary employees, from sales to back-end support teams. A total of more than 30,000 employees and dealer partners have participated in the expansion New marketing models such as online micro-business, network marketing, and community marketing will be linked to the supplier system immediately, taking into account the production capacity of supplier factories, employee return to work, etc., to adjust order allocation in a timely manner, and smooth the industrial chain supply chain cycle. ” said Anta Vice President Li Ling.
“Full-employee retail” has driven the accelerated recovery of Anta’s offline production capacity. In May, its performance was the same as that of the previous year, and it gained momentum in June. Especially during the “6·18” promotion period, e-commerce transactions totaled 1.43 billion yuan, a year-on-year increase of 78%.
Anta is not the only one seeking power from the new economy. Caizi Men’s Wear has mobilized store managers in more than 2,000 stores across the country to conduct “live streaming”. In line with this strategy, the company has also reduced the proportion of the “futures system” and adjusted it to a “distribution system” that is more suitable for rapid response. In addition, new technologies, New materials and new styles have been worked hard to attract young customers; Qipai has hired popular anchors to promote products, achieving sales of nearly 4 million yuan in 6 hours.
The relevant person in charge of the Fujian Provincial Department of Industry and Information Technology said that currently, Fujian Province encourages all localities to base themselves on regional realities, give full play to their brand advantages, and promote online upgrades as an important measure to smooth the industrial chain cycle. , with the help of various online platforms, promote the docking of production, supply and marketing in key cities, parks and enterprises in textiles, footwear and apparel, provide upstream and downstream support, expand the online market, expand domestic and foreign sales channels, and build an integrated online and offline marketing system.
Expand terminal diversified supply supply shortcomings
“Yoga wear The production process of light sports products such as fitness clothes and swimwear is similar to that of swimwear, but in the past it was only produced in small quantities. Now that swimwear orders are shrinking, it is necessary to increase the production of products such as yoga clothes.” Hong Jianku, chairman of Colorful Fox Swimwear, said.
In the first quarter of this year, Colorful Fox only received 60% of the orders from previous years. Faced with the severe foreign trade situation, Hong Jianku chose to take the initiative to seek change.
In communicating with customers, he found that foreign consumers who stayed at home had a significant increase in demand for indoor sports products such as yoga clothes. After small batch production and shipment, Hong Jianku was overjoyed as customers continued to place orders. Since the outbreak, yoga clothing order sales have exceeded 70 million yuan.
Soon, the company extended its production to areas such as stretch pants and fashionable protective masks. “Based on the current situation, this year’s performance can be the same as last year.” Hong Jianku said.
The reporter learned from the Provincial Textile Industry Association that the current textile end products in Fujian Province are mainly shoes and clothing, and industrial textiles and home textiles are relatively lagging behind. Except for the market share of mainstream shoes and clothing brands, In addition to the high rate, some companies follow the trend in brand cultivation and product design, and product homogeneity is serious. Under the epidemic, the shortcomings of weak supply have become increasingly prominent.
Industry insiders believe that the functions of textile terminal products will continue to be strengthened in the future, and terminal application scenarios are becoming more and more popular. Accelerating its extensive expansion into multiple fields and with strong market demand, Fujian’s textile, footwear and apparel industry must enhance its ability to withstand risks by expanding terminal diversification.
Since the outbreak of the epidemic, textile, footwear and clothing enterprises in Fujian Province, under the guidance and assistance of governments at all levels and relevant departments, have urgently transferred production across borders to shoulder the important task of producing and supplying medical protective materials. It is precisely thanks to the solid industrial foundation that the number of mask manufacturers in the province has increased from 8 to more than 230 in a short period of time.The number of clothing manufacturing enterprises has grown from one to more than 30.
Relevant people from the Fujian Provincial Department of Industry and Information Technology said that currently, Fujian Province is promoting industry extension to expand the downstream industry chain. In terms of clothing, accelerate the development of a new generation of fashionable, functional and smart clothing; expand industrial chains such as industrial textile fiber production, nonwovens, processing equipment, and finished product applications, and promote industrial textiles such as medical and sanitary materials, safety protection, public emergency, and new infrastructure. Development and application; in the shoemaking industry, companies are guided to accelerate the development and application of functional footwear products, expand rehabilitation products such as orthopedic shoes and medical aesthetic shoes, and promote segmented, personalized and differentiated development.
Exploring development potential from high-end supporting facilities
As a domestic textile industry The first green industrial building three-star project, Fengzhu Textile Anton New Factory has entered the equipment entry and commissioning stage and is expected to be put into use by the end of September this year.
The reporter learned that all aspects of this factory area adopt energy-saving and environmentally friendly designs: 36,000 square meters of solar photovoltaic systems are installed on the roof, with an annual power generation of 5 million kilowatt hours; two-level recycling The designed reclaimed water reverse osmosis membrane system can achieve a sewage reuse rate of more than 50%; 4 flue gas recovery and treatment equipment can efficiently recover and purify waste gas and recover waste heat, which can reduce 5,000 tons of standard coal emissions a year. …The new factory will also adopt 25 smart green high-end equipment technologies, making it a smart, green and modern dyeing factory.
“Intelligent and green are the only ways for the development of the printing and dyeing industry. Without doing so, we will not be able to solve the problems of high cost and poor quality, and we will not be able to meet the challenges brought by the industry.” Ye Weigang, the administrative director of the enterprise, said.
At present, the development of global fiber materials is developing in the direction of multi-structure, multi-function, super performance, intelligence and green, and the industrial application is constantly deepening, which has provided a good foundation for the textile and garment industry in Fujian Province. Develop and expand new space.
Under the crisis, many textile, footwear and apparel companies in Fujian Province, especially upstream companies, insist on investing funds to implement technological transformation and continue to promote green, intelligent and high-end transformation. Uncover the potential for further development and improvement.
Huafeng Huajin Company, located in Putian, continues to promote green transformation, build a low-carbon, green, and circular industrial chain, and enhance its ability to resist market risks and respond. Currently, the Huafeng Green Fiber Industrial Park project is accelerating. “We are currently launching green fiber and waste textile recycling projects, developing recyclable fiber raw materials, researching new textile fiber raw materials, and developing green fiber materials and products to further complement and strengthen the industrial chain and accelerate the transition from traditional materials to green materials. Fiber transformation and upgrading,” said Chairman Fang Huayu.
Today, Huafeng has a design and R&D team of more than 300 people around the world. Relying on its strong R&D strength, it has independently developed more than 300 new materials and varieties such as fashionable and comfortable fabrics and green functional textiles, and obtained 207 patents. Although shipments have decreased due to the epidemic, the product features and advantages remain, and the company’s revenue in the first half of the year was basically flat year-on-year.
In Nanping, Minrui Synthetic Fiber has increased its research and development innovation efforts, using low-end recycled polyester Shifting to full-scale production of ES fiber, the current order situation is good and production is at full capacity. The annual output value is expected to increase by more than 60%.
In Changle, an important town in the textile industry, Yongrong Holdings is accelerating the construction of key projects such as Jinjiang Technology’s intelligent and green differentiated nylon fiber; Jinlun High Fiber continues to promote high-performance PTT fiber Its composite fiber R&D and industrialization and other project construction are all aimed at making up for the shortcomings of the industry’s lack of high-end supporting facilities.
Industry insiders analyze that although the textile, footwear and clothing industry chain in Fujian Province is relatively complete, bio-based and high-tech fibers are almost blank. High-performance fiber blends, high-count and high-quality yarns The development of fabrics and fabrics is still insufficient, and the high-end printing, dyeing and finishing capabilities are not yet strong. The province’s self-sufficiency rate in the supply of high-end fabrics is less than 40%. Therefore, there is still a lot of room for expansion in the field of high-end supporting equipment, which will also become the next step of transformation and upgrading. . </p
