Xurong Liang, chairman of Danmao Textile: focus on one thing

In the industry, Dan Mao has maintained an impressive record: 365 days a year, an average of more than 10 new products are developed every day, setting a relatively high profit margin. This is not an easy task for a company with only 16,000 spindles and 1,060 employees.

According to Chairman Xu Rongliang, in recent years, Dan Mao has spent about 30 million yuan each year on technological advancement and R&D, striving to expand the international market from products with higher technological and technological content. On the one hand, it has invested huge sums of money from Italy, Germany, Japan, and other countries to introduce the world's most advanced production equipment such as sewing and finishing. At the same time, we use the “Please come in and go out” method. We invite British and Italian experts to train employees and send employees to famous domestic fashion companies. On the basis of cultivating qualified mechanics, in order to ensure that design and style closely follow the trend of international consumption, Dan Mao also set up an R&D center in Shanghai to hire domestic and foreign designers to design new fashion for Dan Mao, from fashion elements, fashion models, etc. To enhance the competitiveness of Dan Mao in the European and American markets.

In March of this year, Danmao officially launched a fashion product line. The monthly production volume of the first production line has reached 30,400 sets, and all of the products have been exported, successfully testing the high-end consumer goods market in Japan, the United Kingdom, the United States, and Italy. At present, the Danmao fashion building has broken ground. By 2012, Dan Mao will achieve an annual production capacity of 1 million sets of fashion clothing.

In the twenty years of development, Dan Mao has chosen to focus on the “breakthrough” of the women's fine wool textile industry. Small batches, many varieties, fast delivery, and stable quality inspection... In recent years, Dan Mao’s advantages in doing so have been buoyant: 85% of its products are exported, and the country’s largest women’s wear Wool production enterprises, annual sales of 380 million yuan, with its superb technology, excellent quality, has received a lot of internationally renowned fashion company's many praise. However, Dan Mao’s dream is obviously far more than that. On October 20, 2010, under the leadership of the fashion league, Dan Mao will work with young Yan Fang clothing designer Yan Ming to explore new possibilities for wool and present a fashion show with a breakthrough interpretation of wool material. This conference, called "The Breakthrough", is the debut of Dan Mao and will surely become a milestone in Dan Mao's fashion tour.

International Textile Trends: Can You Briefly Introduce Us Under Dan Mao?

Xu Rongliang: We Danmao is a company that produces fine fabrics for women's fabrics. Danmao's development to this day depends mainly on the joint efforts of all the staff of our company and our country’s reform and opening up and accession to the WTO. This gives our textile companies a great deal of room for development and gives us such a hard time. Opportunity.

International textile trends: What are the main features of Dan Mao's positioning and characteristics?

Xu Rongliang: One is based on women's fabrics, and the other is to adapt to the current market competition by producing multiple varieties, small batches, and fast delivery. As a company, the most convenient and most convenient thing is to have a single batch of large quantities, which is relatively stable in management and does not take much trouble, but it lacks competitiveness.

International textile trends: How does Dan Mao maintain its leading position in the industry?

Xu Rongliang: The market share of Danmao fabrics is uniquely differentiated through technological innovation and unique products. Relying on fashion development and extending the industrial chain to increase the added value of products, it also needs differentiation. In the textile and clothing market, there will be no absolute "Banker". Danma will use its own technology, equipment and craftsmanship to create Danmao's fashion brand, in order to continuously build the comparative advantage of Danmao's domestic and foreign markets.

International Textile Trends: We are concerned about the design and release of this fashion league pioneer. It is also the first time that Dan Mao has released a clothing release. What kind of considerations are you based on?

Xu Rongliang: The first thing we did when we participated in the fashion release was to let us know more about what fashion is. We mainly consider linking our Danmao fabrics with our own designed products and the popular trend released this time to give users a more intuitive experience.

The trend of international textiles is to let everyone know more about Dan Mao.

Xu Rongliang: The second purpose is to focus on training our own product designers and let them take part in the temporary show. We can further understand the connotation of fashion, enhance the concept of fashion, and be able to develop products and fashion that will be developed in the future. The combination together.

International Textile Trends: This is our original intention to participate in the pioneering design release of the China Fashion League. The designer of this election is Yan Ming. What was the reason for the cooperation between you and the company?

Xu Rongliang: Yan Ming has been focusing on the field of women's formal wear. His product design exactly matches our Danmao's product positioning. Another very important thing is that he pays great attention to the quality and craftsmanship of fashion, and not just the design of the sky. He communicated and his thoughts are very close to us, so we quickly chose him.

Trends in international textiles: What kind of consumer groups is the product presented this time, and what kind of effect does it hope to show in the end?

Xu Rongliang: The positioning of our products is mainly to design and develop some of the more upscale formal dresses for some successful women and some white-collar women. In the domestic market, mid- to high-end clothing is still relatively small. Plus, now we are just producing this fabric, so we want to be able to make these mid-to-high-end garments for these white-collar workers in China and successful women.

International textile trends: In recent years, Dan Mao’s development process seems to have been emphasizing differentiation.

Xu Rongliang: Our differentiation is mainly reflected in the technological innovation of fabrics. It is mainly combined with advanced raw material suppliers and advanced technologies to timely design and develop the latest products. At the same time, we also strengthen the market's rapid response capability, and provide these new products developed and designed immediately to customers, and seize market opportunities for customers.

International Textile Trends: What kind of impression and evaluation did you have on the "China Fashion Alliance Pioneer Design Release" held before?

Xu Rongliang: At that time, more visits and observations. I think that by participating in this event, we can provide more direct information for our industry and brand customers, help customers accurately determine the market's fashion trends, and enhance the overall competitiveness of the entire textile and apparel industry. The second point is that it can effectively promote the upstream and downstream docking, allowing designers to enter the fabric companies, so that fabric companies can accept more fashion information.

International Textile Trends: How do you see the impact of fashion trends on fabric companies?

Xu Rongliang: It should be said that this trend is a general trend, but in this trend, you can see whether this enterprise can hold the frontier in terms of variety development and design and be closer to the needs of lifestyle. The products are more fashionable so that you are more competitive.

Trends in international textiles: At present, many clothing brands may have a high awareness in the minds of mass consumers. Compared to fabric companies, brands may be weaker, and how would Dan Mao shape this aspect? Our brand image?

Xu Rongliang: We believe that fabrics are the soul of clothing. With good fabrics, good clothing can be made. So why, for so many years, we have been serious about fabrics. The second one is, I think we have to work with these brands and apparel companies to further strengthen their services, strengthen cooperation and cooperation with them. We can send this kind of demand and information to the market directly to us. Then the fabric we produce will be more targeted and competitive.

International Textile Trends: Please tell us about Dan Mao’s future business development.

Xu Rongliang: First of all, we are still strengthening the fabric, but also to further expand the scale. Because according to the current situation of the wool textile industry, especially the worst spinning and woolen fabrics, it can be said that this is a very good development period that has not been encountered for thousands of years. Because industries like the textile industry are gathering in China, the textile industry is now relatively complete. The textile industry has matching facilities and the industrial chain is relatively complete. However, due to the financial crisis in recent years, foreign countries, such as Italy, where there are more wool textile companies, there are many companies in the wool textile industry that no longer exist, but their market demand is still there. In the past two years now, we have also faced difficulties in the development of the textile industry. In particular, due to institutional relations, some textile companies are now shrinking their production capacity. Therefore, this also provides us with a good market space for us. There is a good prospect for development, so I think we must put the fabric one step further, and we must make it stronger and bigger. This is our first thought. The second idea is that we must also make full use of the advantages of fabrics to develop downstream products and to create higher-grade garments that are compatible with our fabrics. For example, the high-end fashion we have just mentioned is just like this. . We have now started investing in fashion production lines. Now that we have a fashion production line, the outlook is still promising. So we will have to go on 3 more production lines immediately. This way we will have more than a certain amount of fashion production. In 2 years, we will have more than 1 million pieces. set.

Editor's postscript:

One of the details of the interview with Dan Mao was that it communicated with the operating workers on the production line. Almost every time in Danmao exceeded 5 years. The middle managers are more than ten years old. Many of them are from the school and they have been in Danmao. It can be said that they will do this job for a lifetime. In a modern society where job-hopping is frequent, this may be seen as another record of Dan Mao’s creation. Xu Rongliang has always emphasized that "focus on doing one thing" is also a manifestation here. Whether it is to be a company or a person, there is one more focus and persistence. I believe we can go further.

company profile:

Jiangsu Danmao Textile Co., Ltd. was established in June 1981. After more than 20 years of development, it has formed a leading company of worsted woolen fabrics, integrating the company's scale and industry characteristics such as strip dyeing, spinning, weaving and dyeing and finishing. Is a set of product development, design, production and sales of a professional combed woolen fabrics enterprises, but also the current domestic fine wool women's fabrics field leader.