Lei Jun once said: “Standing on the wind, pigs can fly!” Because of this sentence, many people are full of confidence and go everywhere to chase after the wind. There is no shortage of such people in the textile industry. However, relatively speaking, due to the large number of varieties, long industrial chains, and complex influencing factors in the textile industry, the “outlet” is not only difficult to find, but more importantly, it is changeable.
The disappearing vent, the pig that fell to death
The beginning of the year was supposed to be the peak season for imitation silk, but it did not escape the influence of the overall slowdown in the textile industry. While every fabric shop owner is at a loss when looking at the chiffon, hemp, etc. in their inventory, one category has quietly become the center of attention. 80D*80D SPH fabrics are rapidly becoming popular due to their unique elasticity, feel, drape, and high cost performance. Orders of hundreds of thousands of meters are stirring up the market one after another. The price of some types of gray fabrics has been increased from less than 6 yuan/meter to nearly 8 yuan/meter. Then this “wind outlet” didn’t last long, and it didn’t even survive the spring. Newcomers who heard the news will face a situation of “oversupply” as soon as they come in. Falling prices, a large amount of gray fabric inventory, a huge backlog of funds, and the depreciation of gray fabrics caused by falling raw material prices are weighing on them layer by layer. , before it flew very high or even took off, it fell heavily to the ground.
A similar situation exists for the double-sided products that have emerged and become popular in the past few years. In the past, down jackets have always been people’s best choice for autumn and winter outerwear. However, although down jackets keep you warm, they look bulky when worn in a single style. No matter how good your figure is, you will still look fat in it. From the end of 2016 to the beginning of 2017, changes in people’s concepts and the lack of cold weather before the Spring Festival led to a large number of unsaleable down jackets in the entire market. On the other hand, double-sided tweed has ushered in spring. With the rise of the fashion industry, the concept of beauty is becoming more and more popular. Slim-fitting, fashionable, elegant and various types of tweed coats are gradually being sought after in the market.
There was a trading company whose business had been tepid. When double-sided cloth became popular, it caught up with the trend in time. They find someone to design and then make the double-sided cloth into clothing, and sell it through online e-commerce. Compared with the prices of hundreds or even thousand yuan in physical stores and brands, they sell them very cheaply, with a guaranteed price of four to five hundred yuan. There is a profit of one hundred yuan. The company’s sales have grown rapidly. One year’s Double Eleven, there were nearly 80 workers in delivery and packaging alone.
Subsequently a large number of followers flocked in, but the old rival of down jackets did not stand still. The use of new fabrics and new technologies makes down jackets no longer a single style, and the light and thin ones integrate slimming and warmth. Down jackets have made a strong comeback, but the market for double-sided fabrics has plummeted since last year. This year, many companies have been unable to receive orders. When the wind stops, the market won’t even give you time to react. Machine shutdowns and employee layoffs have become the only options for many companies.
Predict the trend and create the trend
In the development process of the textile industry, there are many short-lived products and companies, but at the same time, this industry has never lacked star products and companies with strong vitality.
For newly established textile enterprises, while learning from the experiences and lessons of their predecessors and simulating their development paths, they must not blindly follow them. They must dare to break the existing framework of the industry and step out of their own way. road. Taking the spot market as an example, conventional polyester taffeta, pongee, peach skin, satin and imitation silk have always been the main products. After years of development, each category now has a complete range of varieties and colors, but at the same time, the market share has been solidified. Behind the conventional categories are one or two companies that have large stocks, a wide customer base and occupy the majority of the market share. They have almost reached the point of monopoly. At this time, if you hold the funds and rush in to fight them hand-to-hand, you will “go to the tiger mountain knowing that there are tigers in the mountain”, and you will only end up being ruthlessly crushed.
We learned from the color blank commercial area in Shengze area that it is rare for new companies to challenge industry leaders with conventional varieties. In recent years, the color blank market has Many of the new ones on the website are imitation memory and four-sided bullet spot sales companies that were not available before. As the imitation memory production technology matures and the European and American markets pursue four-sided bullets, the performance of these two types of products in the order market is remarkable, and the “conquering cities and territories” in the order market will definitely put forward demand for spot supply. The “wind outlet” is right in front of us. Many companies have already taken the lead, silently “expanding territory” and enduring the early coldness to increase their visibility in the industry. When the “wind outlet” really arrives, they will become the first batch of “pigs” to take off. “.
For large companies that already have a certain status and occupy certain resources, they cannot be content with the status quo and rest on their laurels. They must make reasonable use of their abilities and use their influence in the industry to lead the trend. , creating “outlets” creates more possibilities for the company’s development.
A weaving company in Wujiang area was established in 2002. It has been specializing in the production of various imitation silk fabrics for more than ten years and is a leading company in the industry. But they didn’t stop there.�It is about serious research and development and active innovation. Recently, they have launched a new “double-layer quilt-free nylon fabric” that avoids the fleece of down jackets caused by quilting. It is highly recognized by large foreign customers and has an astonishing profit margin of 30%-40%, which has become a trend for them. Products promoted during the period. This year, the textile market is down, and orders for imitation silk have shrunk severely. However, their company’s current sales have increased by 30% year-on-year. If they still rest on their laurels of imitation silk and “rest on their laurels”, not only will they not achieve growth, they will also be tortured by various problems such as inventory and production start-up. They created a “wind outlet” themselves and reaped the full benefits. It doesn’t matter whether someone else imitates it later. Now they focus more on studying the next “wind outlet”.
When the limelight is strong, pigs are flying in the sky; after the limelight is over, chicken feathers fall everywhere. This was true for the double-sided fabrics of previous years, as well as for this year’s SPH, and it will also be true for the Internet celebrity fabrics that are attracting much attention now. Not only must we be sensitive enough to the market and be able to discover popular varieties in a timely manner; we must also be sensible enough to see through the fashion cycle of fabrics. Know how to go with the trend and see the future through the present; but also stop when enough is enough. Those who want to make every last penny will be ruthlessly trapped in the end.
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