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The China-Chic wind blew strongly, and the horse dress exploded. Jacquard fabric, as the main fabric for horse faced skirts, has become popular and in short supply.

Hongqiao Town, Changxing County, on the south bank of the Taihu Lake Lake, used to mainly produce white cloth. Since last year, the local government has upgraded more than 7000 traditional water jet looms, and now it can produce 3 million meters of figured cloth every day, with an average of 1 million ponchos. Recently, the town has welcomed another happy event: it has successfully been approved as a production base for Chinese jacquard fabrics.

How could this small town with a permanent population of only about 40000 win the "national" brand? Recently, we visited relevant textile enterprises in Hongqiao Town to observe the path of the town's traditional industry's resurgence.

Explosive modification of 7000 weaving machines

The car is driving in the Hongqiao Town Industrial Park, with over 50 textile enterprises lining in rows.

Changxing Rongyu Textile is one of the earliest local enterprises engaged in jacquard weaving. More than 300 jacquard looms in the standard factory are operating at full power, and the silk threads are interwoven with the warp and weft of the machines, turning into pieces of Chinese style jacquard fabrics with three-dimensional patterns. Trucks loaded with goods are gradually departing from enterprises and shipping to various parts of the country. On the exterior facade of the factory, the logo of China Jacquard Base is very eye-catching.

The textile industry has always been the pillar of Hongqiao. Since the 1980s, the sound of machine weaving has been heard everywhere in the small town. The family workshop style production, although enriching the pockets of local villagers, also damages the environment. The sewage is discharged directly into the river channel, and dead fish and rotten shrimp occasionally float on the surface, emitting a foul odor.

In recent years, the local government has gradually adopted three measures, namely clustering, restructuring, and upgrading factories from low to high, to eliminate "small and scattered" enterprises, free up development space, and complete the three-level transformation of industrial standardization. At present, there are 48 enterprises on the scale in the entire industrial park.

The hardware has been improved, but the weaving of white fabric is still at the bottom of the smile curve. Since last year, China-Chic has been very popular. The local business owner has a keen sense of smell and immediately sensed the wind. They spontaneously "modified" more than 7000 weaving machines, upgrading the traditional water jet loom from 40000 to 50000 yuan per machine to a large jacquard loom of 160000 to 170000 yuan, with an additional investment of over 2 billion yuan.

"Old customers can't even finish their orders in time, and new orders can only be accepted in part." The office of Jiang Yubin, the general manager of Rongyu Textile, was filled with customers. They rushed from Keqiao, Shengze, and other places, and just as they looked at the production line and products, they immediately finalized the contract.

Lu Qifeng, a dealer from Shengze, is a loyal customer who has placed an order for 300000 meter jacquard fabric for foreign trade. "Previously, when customers from Guangzhou and Shenzhen purchased goods, the first thing they thought of was going to Keqiao, Shengze, and other places. Now they are all starting to travel to Hongqiao, so we need to start early," he sighed.

Jacquard fabric weaving is a niche market due to its complex craftsmanship. A few years ago, when the market was not good, Rongyu would have some machines shut down. Now, each production line is operating at full capacity, with continuous orders. Last year, the output value was 60 million, and profits increased by 30% to 40% compared to previous years.

"I can't finish it, I can't finish it at all." Shen Huikang, the person in charge of Changxing Xinhao Textile, was too busy to touch the ground. During the conversation with him, the phone kept ringing, and every day, customers sent small samples that needed to be printed and ordered as soon as possible. "Now, customers come to queue up with money." Shen Huikang just started working in jacquard last year, transforming and upgrading more than 100 water jets. In terms of products alone, the profit from making home textiles has increased by two or three times compared to before.

He said that in the past, when selling products, companies had to take samples to stores in Keqiao and other places for door-to-door promotion. Now, the market is completely chaotic. "Some well-known large factories have customers who come after the Spring Festival and only leave after shipping, fearing that orders will be snatched by others."

Launch Jacquard Weaving IP

Equipment transformation is the first step of transformation and upgrading, and seeking market and talent enterprises is urgent.

With the increasing popularity of the jacquard industry, more and more customers spontaneously find Hongqiao, forming a certain market agglomeration effect. But there are also many newly entered companies that have not yet gained fame, cannot open up the market, and urgently need a window for external display.

Enterprises sing the opera, and the government sets the stage. Recently, Ye Qihao, Deputy Director of the Economic Development Office of Hongqiao Town, went around and brought good news to the enterprise. The town government is preparing to establish a jacquard small and micro market in the commercial complex of the automobile city, which will serve as a platform for displaying products and centralized trading in the enterprise's storefront. Currently, it is coordinating details with the mall.

"When the enterprise's storefront opens, we are also preparing to reserve some space for the printing studio to provide more convenient services for the enterprise," said Ye Qihao.

The key step in jacquard weaving is to generate program templates suitable for different models on the computer based on the sample provided by the customer, and pattern design. In the past, there were almost no professional plate making studios in Hongqiao, and companies needed to take samples to Keqiao and other places for plate making. Now, some plate making studios are gradually moving to Hongqiao.

Early in the morning, Wang Shaomin took the sample provided by the client to the plate making studio near the town government and discussed the details of the sample with Yin Zhengfei face-to-face. "Previously, we had to go back and forth to other places for plate making in one or two days, but now it's only a 5-minute drive, and the fastest we can get the template is one or two hours."

Designer Yin Zhengfei's studio has moved from Hangzhou to Hongqiao, and he clearly feels busier this year. From 6 or 7 in the morning until 12 in the evening, only a slight rest is allowed during meals.

Enterprises cultivate internal skills, and the government graft resources. Guide enterprises to extend their industrial chain, and on-site visits will provide more insights. The Economic Development Office of Hongqiao Town led enterprises to visit enterprises in other provinces for inspection and exchange, and invited the person in charge of clothing manufacturers to enter the town, go to the workshop to inspect the fabric on site, and skip intermediaries to place orders.

With the approval of Hongqiao as a production base for Chinese jacquard fabrics, the jacquard weaving IP has also been further established. Looking at the whole country, compared to Cao County and Haining Xu Village, which have become popular due to the popularity of horse faced skirts, Hongqiao's popularity is not as loud as the former. Compared with Jiapu Town, a major textile town in Changxing County, Hongqiao's size is not large, but why can it win the "national brand" sign?

Yao Juqiang, President of Changxing County Textile Association, believes that Caoxian and Xucun mainly focus on ready to wear production, while Jiapu weaving machines have a large quantity, making transformation relatively difficult. The demand in the textile industry market changes rapidly, and whoever can respond quickly will be able to share the saliva and make it easier to launch popular products. He said that in addition to a solid foundation in the jacquard weaving industry, Hongqiao also relies on the unity of government and enterprises, turning disadvantages into advantages, and being able to quickly turn around when it catches the wind.

Where to go in the future

At present, the market is booming and in the seller's market, but Hongqiao also has hidden concerns: where will the newly purchased machines go after the national wind fever subsides?

In response to the current situation in the industry, Yao Juqiang believes that the trend of national style can continue for at least three to four years. What enterprises need to do is to take the path of differentiated competition, try to expand the market, improve the industrial chain, and extend the production of terminal products to increase profits; Increase innovation efforts, deepen cooperation with vocational colleges, and cultivate talents in related industries.

This coincides with the industrial planning of Hongqiao Town. "We must be prepared for danger in times of peace," Shen Huaming, Secretary of the Party Committee of Hongqiao Town, told reporters that Hongqiao will focus on extending the industrial chain, building platforms, and building brands, and is committed to building a world-renowned jacquard town.

Innovation is the consensus of enterprises.

In the exhibition hall of Zhejiang Jinshi Textile Technology Co., Ltd., there is a dazzling array of silk scarves made of various jacquard fabrics. Making jacquard fabric into products, the company directly faces the global market, and last year, the export value of cross-border e-commerce business exceeded 180 million yuan.

"In the past, we used to be a pure processing base where customers would do whatever they wanted. Now, through innovative research and development design, we are proud to bring products with Chinese elements to the world." Chairman Yu Dongming said, "We are full of confidence in the market. In the past two years, Jinshi has invested more than 100 million yuan to introduce jet jacquard machines and produce jacquard craft products made of materials such as Tencel and cashmere.". He believes that the biggest bottleneck for enterprises at present is the urgent need for talents with a design professional background.

To stand out in market competition, enterprises use eighteen different skills.

At the desk of Shen Peixin, the person in charge of Tiansheng Chemical Fiber, there are many small samples of floral cloth. The company renovated 50% of its jacquard fabric production line last year, and is expected to double its output value when it reaches production next month.

This year has only reached production, and the start is not too early. Where is the competitive advantage? The reporter raised questions. "What do you think are the differences between these two pieces of cloth?" He took out two small samples of jacquard cloth from the cabinet, which looked no different but stood tall and low when touched. One of them was smoother and had a better hand feel.

"This is our newly developed product, which is more breathable compared to traditional jacquard fabrics," Shen Peixin said. "We can't just wait for customers to 'feed' us now, but we need to have the ability to provide the market with N choices.". As long as we constantly innovate our products, we are not afraid of the absence of a market.

By putting effort into product iteration, Rongyu has developed a functional fabric called "Guanle Wrinkle" that combines both three-dimensional and lightweight features, which has become a hit since its launch in the market.

Innovative product research and development, while trying to expand the market, enterprises also need to walk on two legs. In the Rongyu workshop, some machines produce jacquard fabrics while retaining some production lines for traditional business, producing customized logos for large brands to enhance the ability to face market risks.

"Small people" move the big market, and the Chinese jacquard town is taking off against the China-Chic wind.