Market Observation: Haining Home Textile Town Orders Can Be Placed At The End Of June

Every morning, textile business owners in Xucun Town, Haining City wake up from orders from partners and customers all over the country.

"I haven't been so busy for a long time, and now the order has been placed at the end of June." Shen Juhua, deputy general manager of Zhejiang Staples Textile Co., Ltd., received three groups of customers in one morning.

In the production workshop of Steinberg Textile Company, nearly 100 jacquard rapier machines are fully powered, and tens of thousands of silk threads are constantly swinging up and down according to the set procedure. The pattern of colorful auspicious clouds is slowly showing up, and 5000 meters of horse dress fabric can be produced a day.

It is understood that at present, there are more than 100 textile enterprises in Xucun Town engaged in the production of horse face skirts and new Chinese style clothing fabrics. The daily production of fabrics can reach more than 30000 meters, and nearly 7000 horse face skirts can be made.

A year ago, this traditional home textile town was still mainly engaged in the production of curtain cloth, sand cloth and wall cloth. Now it has transformed into a base of horse face skirt fabric, and has become a national center.

　　 Home textile industry stands at the intersection of transformation

One hour sales, up to 200000 yuan.

Since last winter, Wang Chao, the general manager of Haining Tianlong Fabric Co., Ltd., has really felt that the horse face skirt has become popular.

Hundreds of jacquard fabrics and ready-made clothes are hung in the exhibition hall of Tianlong Cloth Industry, among which the horse face skirt occupies the C position. The order of the company's horse face skirt has been arranged to the end of April, with 500 pieces produced every day.

However, many people do not know that Wang Chao has been making this move since six years ago.

In 2018, Wang Chao returned to his hometown Xucun Town from Xiamen. After taking over the enterprise, he made a decision that his parents did not understand - from producing curtains to making Warring States style fabrics.

Xucun Town, known as "China's Famous Textile Town", has a textile history of more than 30 years. The brocade weaving process has been inherited for many years, and there are more than 1500 textile fabric enterprises. However, in recent years, affected by overseas exports and the real estate market, the home textile industry in Xu villages and towns has encountered bottlenecks, and the sales growth of traditional soft clothing fabrics, sand release, and curtain fabrics has slowed down; Lacking the traction of large enterprises and platforms, the industrial structure is single, at the bottom of the smile curve of the industrial chain, and the added value is low.

At first, many people were not optimistic about the market of Guofeng fabrics. "At the beginning, there are only a few hundred orders a year." Sales are not ideal, but Wang Chao does not want to give up.

Therefore, he began to set up a special team to engage in the design and research and development of Hanfu fabrics, step by step to innovate the fabric of the pony dress, innovate more abundant fabric patterns, and try to build a whole industry chain chain of design, production and sales of the pony dress.

Wang Chao and others are coming. Since 2022, the horse face skirt has gradually changed from a niche to a popular style. With the mode of integrating the whole process of Hanfu design and development, garment weaving, and product sales, the orders of Tianlong Cloth Co., Ltd. surged at a time, increasing ten times in just one month.

A similar transformation path also took place in Haining Mingji Fabric Factory. "In recent years, the market of curtain cloth is not ideal, and the fabric used for horse face skirt just needs jacquard weaving, so I will try to test the water." In 2022, Zhang Mingqiang, the head of BenQ fabric art, opened another small clothing factory, specializing in horse face skirt production.

When the horse face skirt stood in the air, countless Han clothing brands swarmed to Xucun Town, which supplied the source fabric, overnight, and many European and Southeast Asian merchants came all the way to purchase it.

　　 How to run more steadily

When the whole town's textile enterprises swarmed into the new horse dress runway, new worries emerged.

"Horse face skirt is actually a small batch, multi variety, fashionable and iterative industry with rapid wave like development." Cao Yaoqiang, chairman of Haining Home Textiles Industry Association, said that enterprises should orderly grasp the market trend in terms of investment and application, instead of rushing forward. In the future, only products with high added value and technical content can survive and develop sustainably.

The upgrading of weaving technology is also an urgent task for enterprises.

In Hanghai Digital New Town, Xucun Town, Tong Dinghao, the 26 year old founder of Jinghua Baoshang, a Hanfu enterprise, is studying and solving the problem of transformation between Hanfu design and technology. The colored mother of pearl craft independently developed by them uses polyester weft yarn of different thickness and colored gold and silver silk to mix and weave together, so that the color has a very high contrast.

Wang Chao is starting to develop different fabrics for horse face skirts. "In the production of horse face skirts, chemical fiber fabrics are often used in consideration of cost pricing. We try to add blending, cashmere and other processes to the yarn to improve the wearing comfort of fabrics."

　　 Reserve talents in advance

How to avoid the "flash in the pan" behind the booming production and marketing?

Xucun Town has paid attention to the weakness of high-quality industrial development - original talents. "The home textile industry in Xucun Town grew up from a family workshop. Most of the employees have low educational qualifications, especially the lack of design and management talents, which restricts the upgrading and development of the industry." Cao Yaoqiang said that at the same time, most enterprises have insufficient innovation awareness and design investment, and a large number of enterprises still follow the pace of the market.

Three years ago, Haining cooperated with Zhejiang University of Technology to establish Haining Home Textile Fashion Fabric Innovation Center in Xucun, actively creating its own design platform and leading the development of local industry.

"Xucun Town is the leading and key area for the development of Haining's fashion industry in Hangzhou. Focusing on the construction of a world-class home textile industry cluster, it is trying to promote the two major fashion industries of 'home textile+clothing' to fly together." The relevant person in charge of Xucun Town said that the government is also stepping up to develop a practical plan for the development of fashion industry focusing on vigorously optimizing home textile and clothing.

Under the guidance of relevant policies, a new round of investment attraction and talent attraction has been launched in Xucun Town. Jingtan Fashion Group Headquarter Project, Yuxiangfei Brand Clothing Headquarter Project and Kangsida Special Textile Fabric Project have been signed. In the future, it will provide full element and full process services such as design research and development, raw materials, production equipment and patent design.

At present, Xucun Town has gathered more than 1500 garment enterprises, more than 3200 garment self-employed households, joined hands with more than 2000 designers, polished more than 200 garment brands, and produced more than half of the women's clothing market in Hangzhou and 40% of the women's clothing in Hangzhou e-commerce platform.

When the "Splendid Wealth" suddenly comes, how to catch and retain, how to attract more highly skilled talents, and how to make talents better used by enterprises may be the next direction for local governments, industry associations, and enterprises to take precautions.

(Source: Zhejiang Daily)