Regional public brand empowers Xiantao nonwovens industry, a new situation of “cloth” in small town
MaikangNonwovens is located in the Nonwovens Industrial Park in Pengchang Town, Xiantao City, Hubei Province. font>Products Co., Ltd. has been brightly lit recently. Yin Da, the company’s sales department manager, led all employees of the sales department to collect work for several days in a row. A series of operational processes such as packaging, order placement, and order recording were integrated into the production line. The production site was busy, orderly, and busy. “Now is the peak sales season. We work overtime until 3 a.m. every day. After ensuring that all the normal frequency emails of the day are dispatched, we use the evening time to pre-process the next day’s emails to ensure that customer emails are sent within the time limit specified by the platform.” Yin Da said the introduction. The busy scene of Maikang Nonwoven Company is the epitome of the current nonwoven enterprises in Xiantao City.
The nonwovens industry is the first industrial industry in Xiantao City. It has twice entered the “Top 100 Competitiveness of China’s CountyIndustrial Clusters” and has been included in the national innovative industrial cluster pilot , Xiantao has also become a “famous nonwovens industry city in China”. Xiantao City currently has more than 4,500 nonwovens companies, 172 of which are above designated size, with an annual output of more than 900,000 tons of nonwovens, a daily production capacity of 113 million pieces of face masks, and 113 million pieces of protective clothing. Daily production capacity is 2.6 million pieces. In 2021, Xiantao City’s nonwovens industry created an output value of 29.85 billion yuan, and exported 5.19 billion yuan, an increase of 9.8% and 78.8% respectively compared with 2019.
Today, on the basis of rapid growth, Xiantao nonwovens industry has begun to write a new legend of upgrading and development.
“A piece of cloth”, the big picture
In recent years, Xiantao has planned and built a nonwovens characteristic town, focusing on promoting the construction of national-level “four bases and two centers”, promoting the aggregation of factor resources, and continuously promoting the production capacity upgrade, structure upgrade, and brand upgrade of the nonwovens industry. Accelerate the creation of national advanced manufacturing industry clusters and world-class nonwovens industry cluster cultivation units.
According to Peng Benjun, director of the Xiantao Municipal Market Supervision and Administration Bureau, the nonwovens characteristic town is a 14.7 square kilometer nonwovens “one general and seven specialized” planning project developed and improved in accordance with the national strategy and the positioning of world-class products. , will focus on building an industry-city integrated complex that is ecologically natural, fully functional, livable and suitable for industry. Currently, the construction of the first phase of the 2.6 square kilometers starting area is accelerating. National Nonwoven Foreign TradeTransformation and Upgrading Base, China Nonwoven Products Production Base, China Nonwoven Materials Supply Base, Xiantao Protective Materials Emergency Reserve Base, National Nonwoven Product Quality The inspection center and the Hubei Provincial Nonwoven Industry Measurement and Testing Center have also been put into operation one after another, promoting the development of the industry.
In April this year, the Xiantao City Protective Materials Emergency Reserve Base, China’s first fully intelligent reserve base focusing on protective materials, located in Pengchang Town, Xiantao City, was officially put into operation. The base is currently the largest emergency reserve base for fully intelligent protective materials in Hubei. The official commissioning of the base has completed the construction layout of Xiantao City’s “four bases and two centers” and will further improve Hubei’s ability to respond to public health emergencies. Liu Jun, director of the Xiantao Municipal Economic and Information Bureau, told reporters that the Xiantao Municipal Government plans to use the “centralized reserve + production capacity reserve” model to extend the industrial chain, optimize the industrial structure, enhance supporting service functions, and build the base into a national-level emergency reserve base for protective materials. .
Yu Ke, Deputy Secretary of the Xiantao Municipal Party Committee and Mayor, said that the Xiantao Municipal Government is actively preparing the “14th Five-Year Plan” development plan and three-year action plan for the regional nonwovens industry, and is fully committed to applying for national advanced manufacturing clusters and national new industrialized industries. Demonstration base, striving to form a domestically leading and world-class nonwovens industry cluster with more than 40 well-known brands, 200 enterprises above designated size, and a cluster scale of 100 billion yuan by the end of the “14th Five-Year Plan”.
Quantity expansion, quality improvement
Since 2020, Hubei Provincial Market Supervision Bureau has implemented nonwoven industry quality provincial-level projects in Xiantao City for two consecutive years and established the city’s first quality infrastructure The “one-stop” service station provides full-chain services for the nonwovens industry. While the overall qualification rate of nonwoven products in the city has increased, a number of leading companies that insist on high-quality development have also emerged.
Hengtian Jiahua Nonwovens Co., Ltd. is a leader in the medical and health nonwoven materials industry and the largest production base of medical infection control (operating room infection control) nonwoven materials in China. It is listed in the “2021 ChinaIndustrial TextilesTop 50 Industry”. The company has successively introduced the two-component 6-layer spun-melt composite production line and the two-component 3-layer spunbond composite production line from Reifen from Germany, realizing fullintelligent production operations. Cao Renguang, the company’s executive deputy general manager, said that Hengtian Jiahua’s industry influence continues to increase, relying on its two major products, medical protection and personal care. The medical protection segment business has more than 20 types of nonwoven materials for medical protection. Among them, 7 products including the Beyond series of fluffy and soft spunmelt nonwoven materials are in the leading position in the industry, and more than 10 products including high-barrier three-antibody products have reached the First-class quality at home and abroad��. Under the personal care business segment, it owns multiple self-owned brands such as “Anlibang” masks and “Feilerang” cotton towels.
Xiantao Yucheng Non-Woven Products Co., Ltd. recently moved into a bright new factory, where pieces of blue and white medical protective clothing are shipped to the world. From a small family workshop to an enterprise with a workshop of 60,000 square meters and more than 400 employees, Yucheng Company has spent nearly 20 years growing into a representative of outstanding nonwovens enterprises in Xiantao City. Today, after the expansion, Yucheng Company has a breathable film composite line, a melt-blown cloth production line, an SMS production line, and an N95 mask production line. It also has a purification workshop and a microbiological laboratory for the production of medical protective clothing, medical masks and other products. General manager Zhou Lirong said that the company has increased investment in research and development year by year, introduced senior technical talents in the nonwoven industry, and invested in advanced product research and development and testing instruments, which can cover nonwoven materials for medical and health purposes. Full indicator detection.
Hubei Wuzhong Health Technology Co., Ltd. is a new company established in 2020. It was jointly established by five local nonwovens manufacturing companies in Xiantao to learn from each other’s strengths and weaknesses. Our company adheres to a high starting point and high-quality development strategy. Peng Aiming, general manager of the company, told reporters that our company is building a new production base in the characteristic town of Xiantao nonwovens, with a total construction area of more than 130,000 square meters. After completion, the production capacity will be doubled. It can make a single product from the previous one to The entire chain of materials, products, and technical services enables product upgrades.
Strong brand, gather strength
While doing a good job in regional planning and guiding the high-quality development of enterprises, Xiantao is also actively promoting the construction of the project of “creating a regional public brand for non-woven protective materials”.
Li Dong, a member of the Party Leadership Group and Chief Engineer of Xiantao City Market Supervision and Administration Bureau, believes that building a regional public brand will help change the business status of enterprises “working alone and fighting on their own”, effectively respond to market challenges, and promote the industry to become stronger and bigger. . If Xiantao City wants to build a regional brand well, it must first do a good job in top-level design. At present, the Xiantao Municipal Party Committee and Municipal Government require the region to coordinate and promote the “three-product” project of increasing varieties, improving quality, and creating brands, and create a number of public brands and well-known brands in the nonwoven industry.
Li Dong told reporters that Xiantao City’s “Creating a Regional Public Brand for Nonwoven Protective Materials” project will be promoted in three aspects.
The first step is to determine the brand name logo of “Shouting Loud”. Combined with the regional name of Xiantao City and the characteristics of the non-woven protective products industry, determine the regional public brand name with distinct communication value and complete the trademark registration of brand graphics and patterns as soon as possible. and copyright registration.
The second is to establish “integrated” brand management rules, and formulate and strictly implement the use of regional public brands in accordance with the idea of ”one public brand, one set of management systems, one set of standard systems, multiple business entities and products” Rules and authorization methods, clarify common standards and behavioral norms in terms of production geographical scope, variety quality management, brand authorized use, product marketing and communication, etc., use the brand well and effectively, enhance brand influence, and at the same time strengthen supervision and build credibility , maintain brand image.
The last step is to set a “sustainable” brand certification threshold. Professional colleges, brand building institutions, industry associations, authoritative technical institutions in the province, and production enterprise groups jointly develop regional public brand evaluation implementation standards, build a brand evaluation management mechanism of “good companies + good products + good services”, and introduce Domestic and foreign authoritative institutions organize and implement third-party regional public brand evaluation and certification in accordance with evaluation standards and certification rules.
Cao Renguang believes that Xiantao vigorously cultivates and develops the nonwovens industry and strives to build a regional public brand “Xiantao Nonwovens”, which is a good thing for the enterprise. Taking advantage of this opportunity, CHTC Jiahua will take advantage of the momentum, accelerate production capacity upgrade, structure upgrade, and brand upgrade, and write a new legend on “a piece of cloth”.
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