Can the silk industry become stronger and stronger?

On the 7th of July, the calendar marked the “summer hot weather”. It happened to be a weekend holiday. The reporter went to the Beijing New World Shopping Plaza and the Beijing Ganjiakou Commercial Building, which is often visited by the staff of the major organs. In the 1980s and 1990s, in a department store like this, you could buy a pleasing silk dress or a silk blouse that was covered with small flowers, light colors, and elegant, whether it was a young girl or a middle-aged lady. It's not a difficult thing to do, however, you will see in this summer that the beautiful women's dress of natural silk is a hard nut to crack. Has the western people once been hailed as the “Oriental Treasure” for silk clothing, is it far from our own consumer market?

Raw silk prices fell output exports slump

In southern China's cities, with the increase of temperature, the business of silk clothing stores should have been warming up, but the situation is not satisfactory. Right now, the Spring Festival is the most concentrated time of the listing. The price of silk reel affects the hearts of people in the industry such as tenants, silk reels, and silk companies. It is understood that this year's purchase prices fell, raw silk prices fell by 20,000 yuan / ton in the past month. At the same time, the export of silk garments in the first four months of this year was in poor condition. For companies that had high stocks last year, this year's days were not very good.

In Hangzhou, China's most famous silk capital, the clothing store owners in Silk City are closely watching the impact of this wave on silk clothing prices. According to the latest data from the Hangzhou Municipal Price Bureau, this year, the purchase price of Chun'an Chunqi declined, with a purchase price of 2030 yuan per 50 kilograms, down 17.48% year-on-year; Not only did Diane, but also the price of reeling in other parts of Zhejiang Province drastically decreased. In Huzhou, one of the traditional sericulture bases in Zhejiang Province, the price of spring eel in Huzhou area dropped drastically, dropping from 50 kilograms to 1,650 yuan, a decrease of 637 yuan over the same period of last year, a drop of 27.9%. Some silkworm farmers believe that raising the cost of feeding is too fast. There is a big gap between the current purchase price and their psychological price. It is not worthwhile to raise silkworm, and it is better to change jobs or go out to work. In addition, the prices of raw silk have been fluctuating in recent years. Due to the shortage of raw materials in the first half of 2011, domestic raw silk prices have risen from the original 140,000 yuan per ton, all the way to a historical high price of 430,000 yuan per ton, but fell back to the second half of the year. 300,000 yuan per ton.

This year's global economic downturn is particularly "somewhat worse" for the silk industry. Last year's round of price hike, on the one hand, squeezed the profit space of silk reeling mills, making the production costs of downstream silk manufacturers increase. On the other hand, the rise in raw silk prices led to a large reduction in foreign orders, but it also made silk companies and reeling companies The products made of high-priced raw materials are under pressure, and the dilemmas of the two “sandwiches” have brought cost crisis to the enterprises. According to industry analysts, if the raw silk market continues to decline, it will be very difficult for Zhejiang silk companies to pick up goods from high prices last year. Since most of the silk enterprises in Zhejiang engaged in foreign trade and export, the lack of spending power caused by the European debt crisis this year has made the export market not optimistic. According to the statistics of the Ministry of Textiles of the China Textile Import & Export Chamber of Commerce, from January to April, China accumulated 63.462 million silk garments (sets), a year-on-year decrease of 15.82%, with an export value of 348 million US dollars. Zhejiang ranks first in exports, but its Exports fell by 18.08% year-on-year. Earlier this month, Ling Lanfang, chairman of the Huzhou “Silk Road” Group, expressed his concern on the silk industry on Weibo: “This year’s spring acquisition situation is worrying. The silk companies that have closed down this year will be more than the previous two years.”

In a store in the Hangzhou Silk Market, a blouse with 30% mulberry silk and 70% cotton was originally 530 yuan, and now it is only RMB 300 yuan. However, since the manufacturer's raw materials are all accumulated last year or the previous year, it can be seen that Its promotional efforts.

Doing business and seeking justice to create an overall image of the industry

“Although China’s silk trade accounted for 80% of the world's total, the share of exports fell from 3.4% in 1985 to 0.19% in 2011.” Deputy Li Zhaosheng, deputy director of the Ministry of Commerce of the People's Republic of China, has recently been in the Chinese (Chongqing) silk brand. The strategy summit forum said. It is understood that China’s silk production, production capacity, and export volume have maintained the status of the world’s top and the best for decades. However, the domestic consumption level is not high, and the per capita silk consumption is lower than the world average. From the export point of view, although silk products have advanced technologically, they still lack the advantages of independent core technologies and self-owned brands. The market substitution is very high. There is still a gap between the two ends of the smile curve of international division of labor, and thus the added value is not high. Win at a low price. Compared with the United States, Japan, and Germany in terms of the status of brand and value creation, China still has a long way to go before it can become a strong silk brand.

How to build a strong silk brand? Li Chaosheng believes that, first of all, it should have a large total economic output of silk, and become the world’s first echelon and leader in silk trade, production capacity, and output; secondly, it should have international discourse and pricing power. China's silk industry is at the lower end of international trade, and its dependence on trade is too high. It is in a passive position in the international market channel. In the formulation of international trade rules, it still lacks sufficient right to speak and is in a weak position in trade negotiations; They should have obvious comprehensive competitive advantages. At present, China’s silk industry in the international division of labor, compared with the United States, Japan, Germany, France, Italy and other developed countries, in the core technology, standard formulation, major equipment and measuring instruments, patents and well-known brands, etc., obviously lags behind; Extend the service value of silk brand. When the cultural connotation of the silk brand has been innovated and extended through the marketing model, a greater service market has been formed and more added value has been created, namely, upgrading from goods trade to service trade. This is an important symbol of a country’s modernization level and is also a brand of silk. Strong country sign. Therefore, the silk brand power should have the value of extending the service value of silk brand extension.

To build a strong silk country, silk companies need to meet each other to form a destiny community. In this regard, Li Chaosheng suggested that all companies should change their traditional market-oriented profit-making orientation in the implementation of the brand strategy. By merging the essence of China’s extensive and profound silk culture, the company will promote the value orientation of combining and harmonizing interests and interests. To build the brand culture of the company to upgrade to build brand culture led by brand culture and social responsibility in the silk industry; to promote the formation of the silk enterprise brand and the overall image of the Chinese silk industry with deep understanding and mechanism guarantee. Industry synergy, a total round of silk power dreams.