From September 6th to 17th, hosted by Shanghai Yangpu District Commercial Committee and Shanghai International Home Textile Industrial Park, Shanghai Junyi Company co-organized more than 30 home textile companies, and ***50 people visited France and Five countries including Belgium, the Netherlands, Italy and Spain conducted the "China-European Home Textile Brand Cooperation Business Activities". They visited two exhibitions in Paris, France and Brussels, Belgium, visited the Rotterdam Business School, held discussions with multinational associations, and connected with nearly 40 European home textile brand companies. , and inspected various models of home textile stores. The activities were rich in content and everyone gained a lot. During my trip to Europe, I had three impressions on several foreign chambers of commerce (associations) and Chinese and foreign home textile companies. First, European textile machinery companies have maintained stable development, benefiting from the vast market formed by the development needs of Chinese textile companies. Second, the rapid shrinkage of European textile and home textile manufacturing enterprises is an inevitable trend in the global economy, especially the transfer of the textile (home textile) industry. Third, the R&D and design capabilities and marketing concepts, methods, and channels of European companies are still worthy of learning and reference by Chinese companies. Focusing on the three impressions and the various activities and talks during this visit, I have a deep personal understanding. I would like to introduce some insights and talk about some opinions for the benefit of relevant people and readers. About the exhibition Paris Home Furnishing Show, maison & object is held in January and September every year. It is a comprehensive exhibition. Home textiles only occupy one pavilion, covering nearly 10,000 square meters. The rest are accessories, glassware, candlesticks, porcelain and other daily necessities. , is a living pavilion layout, with unique products and a sense of art. The overall layout has a strong sense of life and is very warm. Home textile exhibitors organize groups from various countries to participate in the exhibition, including the United States, the United Kingdom, Italy, France, Turkey and other countries. Compared with the luxurious decoration of domestic exhibitions, the booth layout is simple and classy. Compared with domestic exhibitions that mainly display products, the company's exhibits are not many but each has its own characteristics, mainly to display the brand, taste and image. The Brussels decorative fabrics exhibition mood is held only once a year and is one of the top exhibitions in Europe. The purpose of its exhibition is creativity and innovation. The exhibition is very professional. The exhibition is maintained at 30,000-40,000 square meters. The exhibition is not large, but the exhibitors are all top brand companies. The exhibits are extremely luxurious. The exhibitors and customers are relatively stable. Without pursuing expansion, the threshold for participating in the exhibition is very high. So far, there are only three Chinese decorative fabric exhibitors, including Zhejiang Yuhang Zhongya. Some manufacturers have not been approved after applying for many years. The conditions for participating in the exhibition are to apply one year in advance. If necessary, the organizer will send personnel Visit the company for inspection. Samples are sent for review six months in advance, and copyright certificates, booth fees, decoration fees and other expenses are higher, but the effect of the exhibition will definitely be satisfactory. The similarities between the two exhibitions are good exhibitors and good exhibits. The difference is that they are more comprehensive (Paris exhibition) and more professional (Brussels exhibition). Thinking of domestic national and regional exhibitions, is it better to be comprehensive or professional? , cannot be generalized, it must be based on different needs and the ability to hold exhibitions, but in the end it must be distinctive and effective. Exhibitions that only focus on performance and scale and cannot bring practical results to manufacturers are destined to have no vitality. About textile machinery This trip visited three textile machinery factories in Belgium, listened to the introductions of the relevant textile machinery factories of the Varese Regional Chamber of Commerce in Italy and the Barcelona Textile Machinery Chamber of Commerce in Spain, and conducted exchanges and meetings. As I said before, European textile machinery manufacturers are very optimistic about the Chinese market. Twenty years ago, most of its equipment was sold in Europe, and later it was mainly sold to developing countries. Regardless of which manufacturer, China has ranked first in global sales in recent years, and China's purchase volume is almost equal to are sold to other countries in total, so various chambers of commerce and manufacturers opened their doors to Chinese inspection groups. From high-end mother machines (CNC machine tools, laser manufacturing) to supporting final assembly, from equipment performance to product features, detailed introductions were made. There is a huge market. It is not surprising that the enthusiasm and patience shown by various manufacturers towards the inspection team are so attractive. Metex, the terry pile loom has attracted fabric manufacturers with its unique design. The special jacquard terry and cutting device can complete the production of velvet in one go. The pile surface is rich in three-dimensionality and has good fastness. It is already available in China. The manufacturer's trial has greatly improved the grade and added value of flannel fabrics. Picanol rapier looms are widely used in China. The biggest feature of the improved model introduced by the company this time is the minimized energy consumption. It uses the main motor to directly drive the loom and drive the main shaft and shedding device at the same time, which can save 10%. energy, and uses oil cooling to reduce heat dissipation. Compared with looms with the same function, it reduces energy consumption to reduce costs.
Van.de.wlele is the only manufacturer that produces double rapier looms. The performance of the pile cutting machine on the ultra-wide and heavy-duty double rapier machine is intact, but it is expensive and the annual output is not large. Most of them are purchased by Chinese carpet manufacturers. Double rapier and triple rapier sofa fabric and decorative fabric production equipment have begun to be used by Chinese manufacturers. Printing machines, washing machines and other equipment produced by Spanish companies such as Pannon, Gali, and Cosmotex also have excellent performance, but they have not been promoted enough in the Chinese market and have not attracted the attention of domestic companies. There is a model of semi-automatic platen motion flat screen printing machine. Although the efficiency is low, it is suitable for small batches, especially the advantage that it is not limited by color registration (the flat screen machine can have up to 16 colors) deserves the attention of enterprises. Produced by Masias The automatic pillow filling machine and carding and quilting all-in-one machine are worth recommending to bedding product manufacturers. About design Como, Italy is a must-visit place for every inspection. Como's textile production has a history of hundreds of years. Now the production has disappeared. As the birthplace of tie production, its production has been replaced by Shengzhou, Zhejiang, but its R&D and design capabilities are still Leading the world, hundreds of designer studios provide original works of patterns and patterns for textiles, especially home textiles. The inspection group turned into a purchasing group for a while, and studios such as Farou Foro and Erwin Over Aervec had close cooperation with Chinese companies through Shanghai Junyi Company. During the exchanges with companies in Belgium, Italy, Spain, and the Netherlands, There are also some companies that provide pattern design, which not only purchases many patterns, but also opens the eyes of business owners and designers. For European designers, originality is the first priority, but they do not refuse to learn and learn from it, and they cannot produce original designs behind closed doors. For domestic designers, learning their creativity, borrowing design elements, adopting the use of colors, and even imitating some will help you improve yourself. However, you must not copy and apply them. Due to different cultures, Chinese and Western products have different designs. It has its own characteristics, and copying it may not be suitable for the domestic market. It is definitely different from music, literature, and dance, which can be listened to, seen, and appreciated. Product design can only be based on reference and integration. Please come in and go out. Only if it suits the needs of the market and the style of the company can the design be improved. People who don’t understand design have some feelings after listening to Rotterdam Business School’s lecture on fashion trends. Vision Company talked about four perspectives, namely the world, the region, the individual and the future, and the five processes, namely, the uncertain era, finding new structures, and humility. The world view, people with similar distances and awakening have given rise to nature, combined with technology, clear, rough, traditional, concise, classical, modern, combination and other different but interlinked design concepts and trends at different stages, which may sound mysterious to the layman. Experts will benefit from listening. About cooperation It is an inevitable trend for Europe's textile production, including home textiles, to shrink. Large-scale textile production originated in the United Kingdom, spread to Europe, then to the United States, and then to Japan. Now China is the largest textile country in the world. With the shrinkage of Western textile production, China's textiles, including home textiles, have been greatly improved. Moreover, the quality and grade are being further improved. The process of transitioning from OEM production to mutual cooperation and seizing opportunities will of course be beneficial to the development of enterprises, but cooperation is by no means easy. We have contacted nearly 40 European companies that are interested in cooperating, and they are roughly divided into three categories: one category only has brands, and the clothing and luggage brands extend to home textiles; one category is specialty stores or specialty stores; the other category is production that still exists business. Associations and chambers of commerce have divided them into ten levels according to product grade and marketing channels. The companies that want to cooperate are all level 7 or above. Clothing and luggage brands are undoubtedly the most well-known, but the experience of making home textiles still needs a process of accumulation. There are successful ones. There are also failures, and our companies seem to have little interest. Cooperation with specialty stores is a good combination, but the Chamber of Commerce said its advantage is that it is closest to customers and can produce practical results, but its disadvantage is that it does not produce. Although it has R&D and design, its capabilities are poor. The most important thing is to be close to the market. When selecting products, the biggest difference from the domestic marketing model is to buy out products directly from dealers and purchase products mainly from global manufacturers. First, there must be financial support, and second, there must be procurement risks. Chain stores such as Sancarlos and Lober or shop-in-shops in shopping malls do not focus on promoting the manufacturer's brand, but only promote their own store's brand. Its business area ranges from 500 to 3,000 square meters, and it is completely a home textile concept. It has bedding, bath towels, curtains and decorative fabrics, but it is not equipped with glassware, porcelain, small furniture, etc. like Duoduwu and Teliwu.
Curtain decorations can be bought in whole rolls, wholesale in small quantities, and can be purchased individually for door-to-door service. It’s no wonder that a store with a few hundred meters (of course there are more than 10 or even dozens of chain stores) has a warehouse of several thousand meters, and one A scientific computer management system. Cooperation with specialty stores should be based on their unique model (because the store name needs to be directly introduced) and be adjusted to suit the national conditions, or learn from its model to open a store on your own. It can be high, medium or low-end. I think it is a change in our current only business model. (Bedding and towel companies are dealers, agents, and fabric companies that only do wholesale). Cooperating with so-called brand manufacturers, you can purchase the brand, obtain the right to operate in the country, or purchase its company. Why use the word so-called? Objectively speaking, consumers’ awareness and loyalty to home textile brands are far less than For clothing, shoes and bags, the inspection team went crazy and bought L.V, Gucci, Boss and Baburui. No one bought branded bedding, towels and other home textile products, which also illustrates this point. Needless to say, consumers, even people in the home textile industry, could not find a certain brand. I can personally name 5 well-known foreign home textile brands in one breath. Therefore, buying a brand is just to cater to the Chinese people's preference for a foreign brand. Of course, I am not against buying brand manufacturers, but I should pay more attention to the use of their R&D and design when cooperating. We can use its marketing channels in Europe and even the world to arrange production for our company to reduce costs. We can also cooperate with our second-hand equipment to develop the domestic market for them and at the same time, further penetrate our products into Europe to enhance the quality of our products. The grade of our products expands the market of our company. During this inspection, the connection between Chinese and European enterprises was only preliminary, and more importantly, it opened up the minds of entrepreneurs. Friends from the European Chamber of Commerce are also reminding us that both parties must deepen their understanding of each other and work together according to their own wishes. They must also pay attention to the details of the contract to ensure the success and pleasure of the cooperation. We also require the other party to provide specific and detailed information about each enterprise. Cooperation model and program conditions. About associations Most European chambers of commerce and associations are local and regional, which is different from our Chinese characteristics. A powerful and prestigious entrepreneur serves as the chairman and is responsible for organizational leadership. If we talk about superficial work, it is regular organization. For related enterprise networking and exchanges, the fees are subject to the AA system or member enterprises voluntarily pay the bill. More of it is to provide substantive services to enterprises. For example, this matchmaking between Chinese and European enterprises was organized by various merchants and associations. The work was done seriously and the activities were organized. The members of the inspection team were impressed by the strictness of the regulations. Businessmen and associations do not charge membership fees from enterprises, but charge fees according to a certain proportion for specific projects that serve enterprises to maintain the expenses of the business associations. The inspection team successfully completed its intended purpose. Yangpu, Shanghai The District Commercial Committee has given strong support. Shanghai International Home Textile Industrial Park and Shanghai Junyi Company have done a lot of work and activated various resources. After returning from the visit, many companies feel that they are still unfinished, which shows that we still have more work to do in the future. The wish of the enterprise is not to disband on the spot after returning, but to request that the visiting enterprises still strengthen contact between Chinese and European enterprises to develop cooperation in depth, and propose that an organizational structure similar to an alliance should be established to link domestic and foreign companies to better serve enterprises. .
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