Fabric Industry: Brand Building Requires "One Unique Strength"

A growing number of fabric enterprises have established their industry地位 and won reputation and brand value through "one unique strength."

In the view of many industry insiders with practical experience, "brand building" for fabric enterprises is more down-to-earthly described as "establishing a good reputation"—more specifically, having a well-known product series in a certain field or possessing representative, one-of-a-kind innovative technologies. For example, when mentioning Tencel, people think of Lenzing; when talking about Sutong silk, Haixing Technology comes to mind; and when referring to jacquard fabrics, Dingtian Textile is the name. More and more fabric enterprises have laid their industry地位 and earned reputation and brand value through such "one unique strength."

Local Enterprises: A Fulcrum to Win a Vast Market

For Jiangsu Sike, the "One-step Differential Shrinkage Mixed Fiber Industrialization Complete Technology and Application Project" is undoubtedly its "unique strength." At the end of 2011, this project won the first prize for Scientific and Technological Progress from the China National Textile and Apparel Council, bringing widespread industry attention to its main undertaker, Jiangsu Sike Fiber Technology Co., Ltd.

The most direct benefits of the one-step method for Sike are increased production and reduced costs. From 2008 to 2012, Sike invested a total of 67.65 million yuan in R&D. Recently, the company showcased fabrics woven with the second-generation silk produced by the one-step method, once again attracting attention. Sun Derong, General Manager of Sike, stated that this fabric is their latest development and currently has no competitors in the market. He emphasized that Sike’s product R&D strategy is to take a differentiated path and stay one step ahead.

Currently, Sike has an annual output of 50,000 tons and 6 production lines, with product deniers ranging from 15D to 200D. It is reported that the company is collaborating with Donghua University, conducting 8 pilot tests within a year and a half. If everything goes smoothly, the new production line will start trial operation and mass production in the second half of this year. Sun Derong noted that the flame retardant and antibacterial properties of the products are already well-established, and the next focus will be on improving strength.

Jiangyin Hengliang Textile Co., Ltd. has been dedicated to the production and marketing of knitted denim fabrics and indigo cheese yarn since its establishment. It implements integrated management and production of dyeing, weaving, and finishing for knitted denim, becoming a leader in the global knitted denim industry, a national key production supplier, and a new product R&D base.

Hong Liang, General Manager of Hengliang Textile, explained: "We carried out technological innovations based on traditional woven denim fabrics, not only retaining the diverse washing characteristics of woven denim but also maximizing the advantages of knitted denim, such as high elasticity, breathability, and comfort." Through unique technological innovations and integrated use of printing and dyeing finishing technologies, Hengliang’s knitted denim fabrics break traditions, presenting visually and tactilely striking effects. Currently, Hengliang is focusing on developing environmentally friendly sulfur-colored knitted denim fabrics to add vibrancy to knitted denim.

It is learned that one of Hengliang’s clients places monthly orders for 1 million pairs of pants in various colors. Hong Liang revealed that the company’s sales reached 150 million yuan in 2012, with domestic clients including Metersbonwe and Exception accounting for 40% of total sales.

After evaluation by the China Fashion Fabric Review Committee, Guangdong Jianye Textile was once again named a "2014 Spring/Summer China Fashion Fabric Shortlisted Enterprise." A leader in the fast-fashion fabric sector, Jianye Textile—recognized as a "National Pattern Design and Fashion Fabric Development Base" and China’s "No. 1 Supplier of Fast-Fashion Fabrics"—provides both domestic apparel brands with fabrics following European fashion trends and major international fast-fashion brands with a variety of rapidly trending fabrics.

"Fast" and "fashionable" have become synonymous with Jianye Textile, and its sales of hundreds of millions of yuan last year solidified its position as a winner in the volatile market. It is reported that exports account for 50% to 60% of Jianye’s current sales, mainly dyeing products, while lace and embroidered products also sell well domestically. Additionally, Jianye strictly adheres to government requirements for sewage treatment and has made significant progress in recycling and reuse.

Foreign Enterprises Entering the Market: "Focus" Ensures Stable Position

As flagship products of Austria’s Lenzing Group, Tencel and Modal are constantly being innovated and improved. In recent years, as their application fields expand, environmental sustainability has become a key theme of Lenzing’s new initiatives. The company focuses on environmental protection across all product lines and strictly adheres to energy-saving and consumption-reducing principles in production processes, leading textile fashion trends. By staying committed to this timeless R&D direction, Lenzing has maintained steady growth. Chen Ronghui, General Manager of Lenzing Fibers (Shanghai) Co., Ltd., stated that through years of efforts, Lenzing’s sales in China have grown continuously, and cooperation with Chinese enterprises has deepened. The Nanjing factory adopts advanced environmental governance technologies, with environmental standards leading domestic levels while reducing production costs, aiming to contribute to the country.

It is understood that Lenzing is accelerating the construction of a super Tencel production line at its Austrian factory, scheduled to start production in 2014. Once completed, it will become the world’s largest modern fiber production line, incorporating the latest technologies from Lenzing and Tencel Group for the first time.

Located near Milan, Italy, GIZA81 (THOMAS MASON) is a family-owned enterprise and one of the country’s largest shirt factories. With a 140-year history, its下属 factories cover spinning, weaving, and other links, and its four brands span high-end, casual, and other styles. GIZA81 has maintained its scale leadership while persisting in innovation. The company’s president said: "The Chinese market has become one of GIZA81’s largest clients for high-count yarn products. We are very optimistic about the Chinese market and will seize every new investment opportunity."

Italian textile and fabric enterprises enjoy a global reputation, but in recent years, with the development of textile industries in other countries, some Italian enterprises have declined, retaining only their brands while relocating all factories overseas. GIZA81’s stable development is attributed to its control over high-end cotton sources, ensuring product quality and grade from the raw material stage. It is reported that GIZA81’s sales reached 15 million US dollars in 2012, with clients including luxury brands like LV and Hermès. Its fabrics are priced at approximately 70 euros per meter, and finished garments sell for around 9,000–10,000 yuan. This high-end control from the source has secured its position as a leading high-end fabric supplier.