Shandong Silver Is Developing A High-End Jacquard Fabric With High-End Positioning.

In the first half of 2010, Yin Shi Lai weaving of Shandong Yin Shi Lai Group produced a beautiful pcript: 1~6 months, the gross profit of enterprises remained stable at 15%, the total sales volume was nearly 260 million yuan, and the per capita output value reached 273 thousand yuan.

"Whether it is an economic crisis or an economic boom, it is fair to any enterprise. The pformation of the environment is actually a test of the development of enterprises."

Liu Dong, chairman of the group, said that Yin Shi Lai chose to develop high-end positioning.

Lock in new profit growth point

At present, the company has 128 sets of imported super wide Jacquard machines, and another 128 large jacquard machines are in the installation and commissioning period.

Roughly speaking, there are more than 1000 large jacquard machines in China.

Enterprises choose to expand their production capacity in the low end of the high-end market. What kind of judgement is behind the bold decision?

In fact, anyone who understands silver is not too surprised.

A few years ago, enterprises began to develop wide, high branches and high density.

"However, product diversification is a major trend. High density and high density are only one of the profit growth points."

After careful consideration, Liu Dong found that wide jacquard fabric is a new profit growth point for enterprises, which is a strategic decision with long-term vision.

During the conversation, Liu Dong repeatedly expressed his confidence in jacquard fabrics. In recent years, with the improvement of living standards in China, people will put forward higher requirements for bedding products, and jacquard just fits this consumption trend.

From the market feedback received by enterprises, we can see that in the past 3~5 years, the demand for jacquard fabrics in the domestic market has increased year by year, especially in jacquard plus printing technology, and domestic consumers tend to have more complicated styles.

At present, the proportion of domestic sales has reached over 80%, and enterprises have stabilized the domestic market. If the foreign high-end market recovers in the future, the prospect of jacquard fabrics will be very good.

Another important reason for Liu Dong's conviction is that the profit margins of high-end fabrics can reach over 20%.

Strong backing for bold decision-making

Young leaders are leading a team that is equally young and passionate, just as Liu Dong affirms, "the ultimate judgement of not using the immediate value as the value".

Although jacquard fabric has not fully brought its value to the enterprise, it is not difficult to find a firm backing to boldly make decisions in the process of communication with Yin Shi Lai leadership team: years of R & D accumulation, raw materials, customers and quality assurance.

At the beginning of 2010, the pressure of raw material cost gradually emerged, which is a great test for every enterprise.

Lv Ruichuan, vice president of the group, told reporters about his experience of buying cotton in Xinjiang alone last year. He bought a lot at the lowest price of raw materials, and solved the problem of material supply from the second half of last year to the first half of this year. In addition, in March this year, enterprises chose to buy again before the raw materials had gone up, which ensured the materials used in the second half of this year and allowed enterprises to take a certain initiative in the market.

It can be seen that the accurate judgement and decisive execution of the situation are a great advantage of silver.

"The enterprise is currently processing 100% orders."

Liu Dong talked about his understanding of customer value: "we will encounter some customers, today may cancel the order temporarily, tomorrow will give a high price, hope to add a single, enterprise services customers, but should not be subject to customer restraint."

Because of this, enterprises will choose to enhance their customer resources and grow together with honest customers.

In the process of serving customers, one situation is that the order is successful, both of which meet the expectations of the buyers and sellers. The other situation may not be very successful, but Liu Dong believes that the problems that have finally broken through are also a customer value enhancement.

The key to development lies in "soft power".

At this stage, Yin Shi Lai is actively preparing for listing.

Liu Dong said: "enterprises hope that the listing will bring standardized management samples, get to know experienced investors, and introduce advanced business concepts at home and abroad.

We must lay a solid foundation for building high rises.

From the perspective of enterprise structure, we regard Lu Tai as an example to learn its innovative ability and process management.

As for listing, Liu Dong's original intention and conception is also very clear, that is, we need to make high-end fabrics for home visiting fabrics, raise the level of hardware by raising funds, develop software strength, and gradually consolidate the core competitiveness of enterprises in the industrial chain.

Lv Ruichuan told the reporter a little story that happened a few days ago.

Recently, the company handled a batch of stock tail goods. In the routine inspection before selling to customers, the QC inspector said to the sample, "this is definitely not the fabric we produce."

Finally, we find out that this is indeed the product of Yin Shi Lai three or four years ago.

The workshop leaders, quality inspectors and ordinary workers are all exclamations. The products with three years difference in production date are totally different from the appearance. This shows that the quality of products has been greatly improved.

In Lv Ruichuan's view, quality is an aspect of quality, and it is also a reflection of quality to ensure that after-sales service is done well.

He said: "the financial crisis has allowed enterprises to grow rapidly. In this process, we have exercised our ability to respond quickly, ensuring the quality of orders is completed in a short time."

The realization of lean production proves the "soft power" of enterprises. Similarly, innovation and R & D capability is also the embodiment of "soft power" of enterprises.

It is understood that at present, there are more than 2000 varieties of jacquard products, and the market advantage of the new products is very obvious. The new products account for about 40% of the total sales.

The leadership of the enterprise has deeply felt that the new products have greatly improved the bargaining power of the enterprises.

"At present, less than half of the 100% cotton products are sold, and the prices of these products are relatively stable. It is not easy to raise prices; and the interwoven or blended fabrics such as cotton, silk, ramie, Tencel, viscose and so on, the enterprises have certain pricing power, and the added value is relatively high."

Lv Ruichuan said.

The current technology center of the enterprise can provide customers with suggestions on raw material ratio, organization structure and so on, and the room for improvement is very large.

"Next step is to improve the enterprise's product development center and enhance the level of independent innovation in the form of industry university research cooperation."