Order is the foundation of enterprise's survival. With the shrinking global demand brought by the financial crisis, the original stable relationship between supply and demand was destroyed, a large number of orders were redistributed, and the production capacity of many enterprises was largely idle. At this moment when crisis and opportunity coexist, whoever can find a breakthrough in time will get more orders, thus completing the beautiful turn of the enterprise's own structural adjustment and industrial upgrading.
Phenomenon 1: Large enterprises take orders by virtue of their strength.
Jiangsu Sunshine Group is one of the national key enterprise groups and 33 leading enterprises supported by the state. It is an enterprise with the largest production scale, the most varieties of colors, the best product quality, the highest scientific and technological content and the best technical equipment in the wool spinning industry in China. Xu Weimin, secretary of the board of directors of Jiangsu Sunshine Group, said in an interview that despite the difficulties in the textile industry at present, Jiangsu Sunshine Group has not stopped or stopped production in the past year. In the first half of this year, there were sufficient production orders and the construction period was full. When talking about why the orders of Jiangsu Sunshine Group are so abundant, Xu Weimin explained that Jiangsu Sunshine Group has unique product lines in both domestic and export markets, and these products have strong anti-risk ability. It is understood that Jiangsu Sunshine Group's domestic market is dominated by professional wear, including banks, military units, public security and other departments, which have a large number of stable demand for professional wear updates. Therefore, although the textile and garment industry is sluggish, it has little impact on its domestic market. In terms of export, the main product of Jiangsu Sunshine Group is wool products. Due to years of accumulation in the field of wool spinning, stable export channels and strong technical research and development capabilities, its wool products have strong competitiveness in overseas markets, so the number of orders has decreased limited. However, Xu Weimin also admitted that due to shrinking overseas demand and overcapacity in the industry, it is inevitable that product prices will fall.
Shaxi town, where the textile and garment industry accounts for 70% of the town's industrial output value, is a Zhongshan textile and garment industry cluster named by China Textile Industry Association. According to the person in charge of the town's economic and trade office, at present, the situation of large enterprises taking orders is better than that of the previous two years. Some enterprises can arrange orders in April in previous years, but this year they arranged them in June, and some even arranged them in 10. Tongwei Computer Chehua Garment Factory is the largest garment OEM enterprise in Shaxi. Mr. Lin, the person in charge, said that this year is a good opportunity for enterprises with financial strength. It is understood that Tongwei Company has also vigorously explored the domestic market and launched its own brand "Son of the East". "The biggest problem for garment foreign trade enterprises to sell domestically is the lack of brands. Our company is prepared to vigorously expand the market with the help of e-commerce platform. " Mr. Lin said.
Comments: Affected by the financial crisis, overseas businesses have taken measures to reduce business risks, such as extending payment settlement time, dispersing annual orders and reducing the number of orders from small suppliers. In this change of the market, large enterprises are more capable and powerful. Because buyers think that the capital chain of large enterprises is relatively healthy, it is unlikely that they will suddenly close down. In addition, from the perspective of enterprises, large enterprises and raw material suppliers have strong bargaining power and can also transfer certain risks.
Phenomenon 2: Take orders from old customers according to quality.
Dou Mingchun, assistant mayor of Xingang Town, Changshu City, Jiangsu Province, a famous sweater town in China, said in an interview that quality is the foundation of the enterprise. Only with excellent quality can we win more customers, establish a stable relationship between supply and demand and get more orders. Changshu Shirt Factory has arranged the production cycle to 10 this year because of its excellent product quality, high popularity in the United States and high customer recognition.
Zhang, chairman of Wenzhou Ruian Innovation Clothing Co., Ltd. also said that the company started construction on the sixth day of the first month of this year, as in previous years, and the company's orders have been saturated, which has been scheduled for June. In this regard, Zhang concluded that the main reason is that the customer relationship is well maintained and the quality is well controlled.
Comments: Getting orders with "old relationships" is the main source of orders for some enterprises under the current situation. The economic crisis has led to a decline in demand and a decrease in overall orders. Where can I take the order at this time? The answer, of course, is old customers.
Phenomenon 3: orders for quick response are constantly flowing.
Facing the increasingly fierce competition in the domestic carpet industry, the local government of Shandong Shenlong Carpet Company guided the company to change the single production mode of hand-made carpets and weave new hand-made carpets. Since the second half of 2008, the company has made full use of preferential policies such as national value-added tax reform and tax exemption for imported equipment to guide enterprises to update equipment, optimize processes and upgrade products, and greatly increase investment in technological transformation. In order to improve the competitiveness of enterprises, they jointly developed new products with more than 20 domestic arts and crafts colleges, such as the Central Academy of Arts and Crafts and Shandong Academy of Arts and Crafts, and became the student practice base of Shandong Academy of Arts and Crafts. It is understood that the woven hand-like mercerized carpet technology developed by the company fills a gap in the world carpet technology; Longxi China woven Tibetan carpet manufacturing process won the national invention patent, and Longxi China woven carpet and other 200 designs won the national design patent, and became a member of the national standard-setting unit for court carpets. The company's two shuttle production lines are "underwritten" by American merchants all the year round; The company has developed six series of oriental Persian woven carpets and modern woven hand-made carpets, with more than 1000 colors and specifications, which are favored by domestic and foreign merchants. At present, the company's orders have been scheduled for August this year.
Comments: Under the current situation, the government and enterprises should jointly establish a more perfect rapid response mechanism to undertake order transfer, always pay attention to the industry and business trends of related enterprises, extensively participate in business exchanges at home and abroad, establish a communication platform between governments and enterprises at all levels, and find a correct position and complete the transformation while improving their competitiveness.
Phenomenon 4: Expand new channels and seek new orders.
Sang Yang Textile Co., Ltd., located in Zhutang Town, Jiangyin City, Jiangsu Province, a famous town of knitting clothes in China, has overcome the blank of linen yarn in the knitting field and developed high-end pure linen knitting yarn by using original technology and advanced production equipment. The company was awarded the title of "flax knitting product research and development innovation base" by China Knitting Industry Association. Lu Wenchang, chairman of the company, said in an interview that at present, the company's annual output of flax knitting yarn is 1 10,000 tons, and it can make about 3 million pieces (sets) of clothing. Although a ton of linen yarn can sell for 800,000 yuan, Lu Wenchang said that he does not sell yarns and fabrics, but only finished products. At present, Sang Yang has appropriately pushed off a large number of unprofitable foreign trade orders, and gradually increased the proportion of domestic sales to 70% of the total products, which not only avoided the crisis, but also created a road of independent innovation. It is reported that from June 5438+ 10, 2008, Sangyang Yama knitted garments entered supermarkets, and now there are more than 500. At this point, Sang Yang completed the perfect turn of management.
In order to cope with the shrinking market space, it is also a flexible way to shift the consumption appeal of curtain products from household necessities to gifts. With the vigorous development of home textile brands, the market competition is becoming increasingly fierce. Under the influence of the financial crisis, many home textile enterprises turned to the domestic market, turned their attention to gift channels and opened up a new blue ocean. Home textile is an important soft decoration element for decorating beautiful homeland. Bedding, kitchen utensils and fabric curtains of various colors and materials are the first choice for people to give gifts on holidays. Choose romantic and gorgeous roses and lily bedding symbolizing happiness for the wedding; According to the owner's preference or home style, you can choose simple and fresh or noble and elegant bedding.
It is understood that a number of leading enterprises in the home textile industry have chosen to participate in the Shenzhen Home Gifts Exhibition, which will expand the new world of home textiles. Home textile enterprises from Nantong Home Textile Base, the third largest home textile center in the world, will also organize a colorful home textile exhibition.
Comments: Every enterprise wants to own its own brand, and brand building needs excellent products as support. What is the brand? Brand is characteristic. Finding the right position, seizing the opportunity, and entering supermarkets, department stores and home textile enterprises, such as Sang Yang, are all ways to open up new channels and develop the new blue ocean, so as to get more orders, which is also a way to build brands.
Phenomenon 5: Industrial transfer attracts new foreign orders.
The "cold snap" of the international financial crisis has enabled enterprises in Qingshanhu District, Nanchang City, Jiangxi Province, a well-known knitting and garment city in China, to find vitality by taking on new orders after the "cold snap". But this wave of order transfer has a profound background. In 1980s, the international division of labor spread around the world, and developed countries gradually transferred a large number of labor-intensive industries to developing countries. China, which has just opened to the outside world, has just undertaken this wave of industrial transfer, thus making Guangdong, Shanghai and other coastal areas get rich first after the reform and opening up. After China joined WTO, developed countries began to transfer more and higher-level manufacturing industries to developing countries. In order to undertake this new wave of international industrial adjustment, in recent years, domestic coastal areas began to "change cages for birds", and a large number of labor-intensive export enterprises began to transfer to central and western regions such as Jiangxi, which triggered a wave of industrial transfer from coastal areas to the mainland.
According to Xu Feng, director of Xinyu Clothing Personnel Department, the company's annual orders have been fully booked. In the case that textile enterprises in coastal areas such as Guangdong have reduced production and closed down, a large number of foreign orders have been invested in enterprises in the central and western regions, thus making the new orders of these enterprises "unexpectedly increase".
Comments: The industrial adjustment forced by this crisis will be an excellent opportunity for local economies to rearrange their seats. This opportunity, for Qingshan Lake in Nanchang, which has the leading position of export-oriented economy in Jiangxi Province and a mature industry undertaking platform at home and abroad, can not only quickly resolve the predicament brought about by the frustration of export-oriented economy, but also open up a new situation for longer-term industrial investment. At the same time, it can also improve the relevant supporting facilities of cluster industries and reduce the production costs of enterprises.
Reporter's notes
One of the key contents of China Textile Industry Association's investigation on industrial clusters in mid-February is the order situation of enterprises this year. At each cluster research forum, the main leaders should record the orders of the participating enterprises in detail this year, and the reasons for the lack of orders are their greatest concern. At present, orders are not only the basis for enterprises to survive, start work and recruit people, but also a barometer of market orientation and an important reference for regional industrial development in the current environment. This year, a voice can not be ignored and exciting, that is, "the government helps enterprises get orders." At the symposium on cluster research held in Changshu City, Jiangsu Province, Vice Mayor Chen proposed that Changshu City should increase the government's efforts to help enterprises win orders this year. It is understood that situations like Changshu have appeared in many places, and the means and intensity are unprecedented, so the advantages naturally need not be repeated. When this pure enterprise's own behavior becomes the behavior of a region and a level of government, it will be less difficult to unite from top to bottom. At the same time, the appearance of this behavior also reflects the new ideas and changes in the new situation of the industry, which is another positive factor in the development of the industry.