Haimen home textile industry cluster background Haimen home textile industry is mainly distributed in Samsung, Desheng, Tianbu, Sanhe, Haimen and other towns, relying on Dieshi International Home Textile City to form. Dieshi, located at the junction of Haimen and Tongzhou, has a long history in home textile production. After the reform and opening up, the development of Dieshi home textile industry has entered the fast lane. The varieties and styles of home textiles are from few to many, the production enterprises are from weak to strong, the operation scale is from small to large, the production equipment is from backward to advanced, and the radiation area is from narrow to wide, forming a pattern of large-scale production, socialized division of labor, intelligent equipment, serialization of products and internationalization of marketing. Haimen municipal government has invested more than 654.38 billion yuan. After six expansion and transformation of the market, Dieshi has formed four business districts: embroidery city, home textile city, trade city and famous brand square. It has more than 5,000 booths and more than 2,000 boutique stores, with a business area of more than 300,000 square meters and a daily flow of 30,000 people, forming a supporting logistics center, research and development center, information center and catering and entertainment industry. Driven by the Dieshi market, people engaged in the home textile industry cover more than three surrounding counties and cities 10 towns and villages with a population of over 200,000. Our products include quilt covers, quilts, bed sheets, curtains, quilts, sleeping mats, curtains, etc., which are not only sold well all over the country, but also exported to more than 30 countries and regions. In 2005, Dieshi home textile market achieved a turnover of 0 billion yuan, making it the largest, most comprehensive, highest turnover and most promising market of its kind in China.
Competitiveness analysis
This paper analyzes the competitiveness of Haimen home textile industry cluster by using Porter's "diamond" model theory.
1. element condition. Porter believes that factors of production can be divided into five categories: human resources, natural resources, knowledge resources, capital resources and infrastructure. These factors of production are generally mixed, but the degree of dependence of each industry depends on the nature of the industry. The production factors of Haimen home textile industry cluster are as follows:
(1) Financial resources. The strong attraction and industrial agglomeration effect of Dieshishi home textile market have attracted global home textile enterprises to develop in Haimen. In this magical land, China's best enterprise groups and high-quality professionals are gathered, making it the largest distribution center for home textile products in China and the top three in the world. In Sanxing Town, where Dieshi International Home Textile City is located, an industrial park of 2.8 square kilometers has been built. There are 194 enterprises in the park with a total investment of 3.5 billion yuan, including 103 enterprises with an output value exceeding 10 million yuan and 10 enterprises with an output value exceeding 100 million yuan. Capital from Zhejiang, Shanghai and Guangdong, as well as foreign capital from more than 20 countries in the United States, Europe, Africa, Asia and other continents have poured in to compete for development opportunities. In Haimen, Sanhe, Tianbu, Desheng and other towns close to the Dieshi home textile market, foreign capital also poured in, pushing Haimen to become the first in Jiangsu and northern Jiangsu in 2005, surpassing Taicang, Yixing and other established cities in southern Jiangsu to attract foreign capital.
(2) infrastructure. In order to build a first-class market, Haimen has vigorously implemented the infrastructure construction of Dieshi home textile market. The city invested nearly 100 million yuan to build and improve market supporting facilities, expand parking lots of more than 4,000 square meters, continuously optimize market supporting functions, and effectively improve market supporting service functions. A street of catering, entertainment and leisure has basically taken shape; Financial services, product research and development, machinery maintenance, textile machinery trade, color printing and packaging, intermediary services, information consultation, legal aid, commercial circulation and other supporting services are relatively perfect. Big market needs big logistics. The city invested 200 million yuan to build a 200-acre logistics park, with 53 operating routes covering more than 300 cities and regions across the country, and can be transported to dozens of countries and regions such as South Africa, Romania and Argentina through nearby airports and ports. In 2005, the logistics center transported more than 2 million pieces of goods with a total value of 7 billion yuan, and at the same time realized export supply 1 100 million yuan. The information center of Dieshi International Home Textile City, which has been built, can smoothly communicate information such as people, goods and funds to every detail, and can provide all kinds of information consultation at any time. Every store has closed-circuit television, broadband and telephone, which represents the latest concept of future market development.
2. Demand situation. In order to meet the different needs of consumers in the market, embroidery products are high, medium and low grade, with flexible trading methods, spot and order. In the boutique city, there are many well-known brands in the mainland, including more than 20 well-known brands in the mainland, such as Wish, Tianfa, Yin Jiong, Katie, Luo Mei, Dinishi, Jufeng and Kaisheng. Jiji.com has established a solid sales website in more than 200 cities in the Mainland, and at least 3 million bedspreads and 9 million quilt covers are sold well in major and medium-sized cities in the Mainland every year. At the same time, the products are also exported to more than 20 countries and regions such as Russia, Australia, South Korea, Romania, Hungary, South Africa, Chile and Argentina. The market has also established trade relations with more than 20 countries and regions. More than 300 people in the town have gone abroad and registered more than 200 overseas companies and enterprises. Embroidery City, with a daily passenger flow of 30,000 passengers and an annual turnover of over 3 billion yuan, is the largest professional embroidery market in China. Has been firmly seated in the national embroidery professional market "boss"
3. Related and supporting industries. With the efforts of several generations, Dieshi home textile industry has entered a peak period of development. Dieshi has become the production base, sales place and logistics center of home textile products in China, which is mainly reflected in the following aspects: production scale. There are 150 home textile industrial enterprises and 3,078 individual processing households in Sanxing town where Dieshi is located, including 60 enterprises above designated size and 3 enterprises with 100 million yuan. Together with the surrounding township home textile industrial enterprises, the total number exceeds 1000. Socialization of division of labor. From the procurement of raw materials, production and processing to product sales, a professional division of labor has been formed. Even in production and processing, one household only does one of the processes. Smart devices. Home textile products such as pillowcases and bedspreads were first embroidered by hand, and later embroidered on sewing machines. Since 1990s, electric embroidery machine has been widely used in embroidery. It has developed to computerization and automation. Dieshi home textile industry has more than 8,000 computerized embroidery machines, more than 3,000 computerized multi-needle sewing machines, more than 25,000 industrial sewing machines, 35 rubber-sprayed cotton production lines and more than 2,800 other related equipment, with a total equipment value of more than 2 billion yuan. Product serialization. At first, the home textile owners of stacked stone wanted to produce pillowcases, televisions and other household appliances. Later, bedspreads, curtains, silk quilts, sofa cushions and backrest were developed. Its home textile products are not only varied, but also of high quality, with more than 200 varieties, which can meet the needs of consumers of different countries, regions, nationalities and consumption levels.
With the development of Haimen's home textile industry, business opportunities are constantly expanding, and the home textile industry chain is also elongated, forming a characteristic industrial chain centered on textile, R&D, processing, machinery, packaging and sales. Nowadays, Dieshi has specialized home textile production machinery manufacturers, ranging from one stitch to several hundred thousand. The biggest demand for home textile production is fabrics and fillers, so enterprises such as Tianlong Printing and Dyeing and Jin Xue Chemical came into being.
4. Enterprise strategy, structure and horizontal competition.
5. Opportunities.
6. The role of government. Industrial cluster is the inherent law of industrial development, which cannot be formed by government's administrative intervention, but the government can correctly guide industrial cluster through effective measures. The rapid development of Haimen's home textile industry has benefited from the inclination and support of the government's industrial policy since the early 1990s. It is mainly reflected in the following aspects: Dieshi Embroidery City rents a booth with an area of 1.2 m for 4,000 yuan a year, and rents a boutique room with an area of 20-30 square meters for 200,000 yuan a year. Local customers at home and abroad are welcome to invest and operate, and business households can be exempted from income tax in the first year and levied by half in the second year; Industrial and commercial management fees are exempted in the first year and halved in the second year; Free of rent for half a year, free of charge to provide cable radio advertising, business households electronic display advertising and other preferential policies. In addition, foreign investors and enterprises with actual investment of100000 USD will be rewarded with 400 square meters of villa construction land; Enterprises that actually invest more than $2 million will be rewarded with a villa; Enterprises with an actual investment of more than $3 million will be rewarded with a business room in Dieshi Central District; Enterprises with an actual investment of more than US$ 4 million will be given priority in obtaining a commercial land for investors to develop.
7. Industrial planning. Relying on the "Embroidery City", the Party Committee and the town government of Sanxing Town are determined to forge ahead, and have finally embarked on a new path of "one industry and two industries, on a par with Qi Fei" in collective industry and family industry. Haimen Dieshi Embroidery City, under the leadership of the Party Committee of Sanxing Town, unswervingly implements the market-driven strategy, and strives to form a large embroidery city, a trade city and a consignment city according to the overall planning of "city" (embroidery city), "street" (farmer street), "district" (industrial and trade zone) and "belt" (embroidery economic zone). Invest more than 9 million yuan to build 6080 square meters of embroidery city, boutique building and famous brand square; The investment is/kloc-0.05 million yuan, and a consignment city covering an area of/kloc-0.7 mu has been built, with 26 consignment stations, which can quickly consign Samsung embroidery to major cities in China.
Bright prospects
With the development of free trade between China's home textile products and WTO members, Dieshi home textile industry will seize the opportunity to build Dieshi into a research and development center of China home textile industry by 20 10. The number has expanded on a large scale. It is planned that by 20 10, the turnover of Dieshi market will reach 50 billion yuan, the turnover of Dieshi region will reach 80 billion yuan, there will be 3,000 home textile production enterprises with 500,000 employees, and the international trade volume will reach 20 billion yuan, thus forming a pattern that the domestic and international markets are comparable to Qi Fei. The quality has been greatly improved. In 20 10, Dieshi home textile industry will form 3-5 national well-known trademarks and 8- 10 national famous products to build international brands. There are 100 enterprises with annual sales exceeding 100 million yuan, and 2 13 enterprises with annual sales exceeding 100 million yuan. Support the realization of all-round perfection. External conditions are maturing. Ningqi expressway was opened to traffic, Sutong Bridge was completed, and the Shanghai-Chongqing-Suzhou Passage, Chonghai Bridge, Hutong Railway and Ningqi-expressway Dieshi Interchange started construction one after another, making the traffic between Dieshi and all parts of the country more convenient. The internal environment is also superior. The third phase project of Dieshi International Home Textile City and the construction of home textile international logistics center will make Dieshi the largest supporting facilities and the best home textile product distribution center in the world.