Integrate resources to create a brand of Keqiao wall covering area
As an emerging field, wall coverings, like other emerging industries, face a lack of national standards and industry standards. It is reported that in the field of wall covering, a unified national standard has not yet been officially released. National standards drafted by six units including Jinwo Wall Cloth have not yet been released. The "Textile Wallpaper (cloth) standard JG/T 510-2016" officially implemented on June 1 this year is an industry standard. "Lack of standards leads to quality wall covering can not be effectively regulated and security, uneven quality wall coverings, wall coverings market, low barriers to entry, majority of SMEs." Wang Yong, director of China Merchants China Textile City Market, told reporters wallpaper wall covering .
From barbaric growth to brand building
At present, wallpaper has no competitive advantage over wall coverings in terms of price. For wall cloth manufacturers, the cost pressure brought by innovative research and development such as patterns and crafts, the long-term capital investment required for brand building, and the lack of standards and disorderly price competition caused by market irregularities are all restricting wall coverings. Market development. However, these are not only the problems faced by Keqiao wall covering enterprises, but also the general problems of the entire wall covering industry.
“But at the same time, we should also see that every industry in the process of development will experience such a process of gradually standardizing the market. From 2010, seamless wall coverings began to appear in China, and by 2013, the concept of wall coverings gradually became popular. At present, the Keqiao wall covering market has undergone a primary barbaric growth and is beginning to enter the stage of resource integration." Wang Yong said.
“As more and more wallpaper curtain enterprises enter the wall covering market, the brand awareness of the wall covering market is constantly increasing.†Dai Baizhong, general manager of Shaoxing Keqiao Jinwo Wall Cloth Co., Ltd., located in the industrial zone of Keyan Street, said. “Wallpaper and curtain enterprises entering the wall covering market around 2015 have the awareness of funds, channels, customer resources and brand building, but lack the ability to produce wall coverings. By integrating resources, wall covering enterprises with production capacity and own funds, Channels, customers' wallpapers, curtain companies, and resource sharing will be more conducive to the development of Keqiao wall covering market." This is also a mode of cooperation that Jinwo wall covering is considering at this stage.
Call for the construction of "Chinese wall covering production base"
In Keqiao, traditional clothing fabrics and curtain fabrics are facing a severe trend of overcapacity and falling profits. Can the emerging wall covering industry become the new engine and new impetus in China Textile City's “three times of entrepreneurship�
At present, Keqiao has a total of about 1000 wall covering enterprises. The market share of Keqiao wall covering accounts for 80%~90% of the total national sales. The total annual sales volume is about 4 billion yuan. Although the Keqiao wall covering market is huge in scale and volume, it is also facing fierce competition in surrounding areas such as Haining and Huzhou.
According to industry insiders, if the Keqiao wall covering industry wants to occupy an advantage in competition with surrounding areas such as Haining, it must rely on the guidance of the government. "As far as I know, the Haining government's support for the wall covering market is very large. Haining is already planning to build a Chinese wall covering production base." Dai Baizhong is very anxious about this news.
Analysis of the industry, as China Textile City "three business" to promote the deepening, wall covering industry will become one of the new economic growth point of transformation and upgrading of traditional industries of textile fabrics. Through the wall cloth industry, it can drive the joint development of Keqiao local traditional printing and dyeing enterprises , fabric enterprises , embroidery, printing, jacquard and other processing enterprises.
Keqiao wall covering market wants to form competitive quality in the national and even global competition, or it needs the joint efforts of the government and enterprises, such as organizing professional wall covering exhibitions and building Chinese wall covering production bases, etc., to create Keqiao Wall. Regional brand of cloth.
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