佛山紡織調查分析報告

目錄一、紡織概述………………11、紡織業(yè)介紹……………12、中國紡織業(yè)……………33、佛山紡織業(yè)現實狀況………………………5二、佛山各紡織市場發(fā)展和特點…………71、張槎針織…………………72、鹽步內衣城………………93、環(huán)市童服城………………124、西樵面料…………………145、均安牛仔………………16三、佛山紡織業(yè)存在問題及面臨挑戰(zhàn)………………171、棉花價格波動給紡織行業(yè)造成較大影響……………172、人民幣升值，出口急劇萎縮…………183、成本不停上升………………204、紡織企業(yè)融資困難成本增加………………225、產品設計缺乏創(chuàng)意…………236、部份市場品牌缺失，附加值低……………24四、佛山紡織行業(yè)發(fā)展策略………………251、政府方面……………………262、行業(yè)協(xié)會方面………………293、企業(yè)本身方面………………31五、總結…………………………34佛山紡織行業(yè)調查匯報FoshanTextileIndustryReport區(qū)周賢一、紡織概述One,theoverviewoftextile1、紡織業(yè)介紹In1,textileindustry中國古代紡織和印染技術含有很悠久歷史，早在原始社會時期，古人為了適應氣候改變，已知道就地取材，利用自然資源作為紡織和印染原料，和制造簡單紡織工具。直至今天，我們日常衣、一些生活用具和藝術品全部是紡織和印染技術產物。Chineseancienttextileprintinganddyeingtechnologyhasaverylonghistory,asearlyasintheprimitivesocietyperiod,theancientstoadapttoclimatechange,havelearnedtoobtainrawmateriallocally,andutilizationofnaturalresources,asthetextileanddyeingofrawmaterials,andsimplemanufacturetextiletools.Untiltoday,ourdailyclothes,somenecessitiesoflifeandartaretextileandprintingtechnologyproducts.中國機具紡織起源于五千年前新石器時期紡輪和腰機。西周時期含有傳統(tǒng)性能簡單機械繅車、紡車、織機相繼出現，漢代廣泛使用提花機、斜織機，唐以后中國紡織機械日趨完善，大大促進了紡織業(yè)發(fā)展。ChinaMachineryTextileoriginatedfromtheNeolithicperiodtothespinningwheelandwaistmachine.TheWesternZhouperiodwithtraditionalperformanceofsimplemechanicalreelingcar,spinning,weavingtoappearoneafteranother,thewidespreaduseofjacquardloom,oblique,theTangDynastyChinesetextilemachineryisperfectwitheachpassingday,greatlypromotedthedevelopmentofthetextileindustry.古今紡織工藝步驟和設備發(fā)展全部是因應紡織原料而設計，所以，原料在紡織技術中含相關鍵地位。古代世界各國用于紡織纖維均為天然纖維，通常是毛、麻、棉三種短纖維，如地中海地域以前用于紡織纖維僅是羊毛和亞麻；印度半島地域以前則用棉花。古代中國除了使用這三種纖維外，還大量利用長纖維——蠶絲。Ancientandmoderntextileprocessandequipmentarethedevelopmentofthecopingoftextilerawmaterialsanddesign,therefore,rawmaterialintextiletechnologyhasanimportantposition.Theancientworldfortextilefiberisnaturalfiber,wool,hemp,cottonisgenerallythreekindsofshortfibers,suchasinHaitiDistrictformerlyusedfortextilefiberisonlythewoolandlinen;IndiaPeninsularegionpreviouslyusedcotton.Ancient蠶絲在全部天然纖維中是最優(yōu)良、最長、最纖細紡織纖維，能夠織制多種復雜花紋提花織物。絲纖維廣泛利用，大大地促進了中國古代紡織工藝和紡織機械進步，從而使絲織生產技術成為中國古代最具特色和代表性紡織技術。Silkinallnaturalfibersarethemostexcellent,thelongest,mostdelicatetextilefiber,canbewovenvariouscomplexpatternsofjacquardfabric.Silkfiberiswidelyused,greatlypromotedtheChineseancienttextiletechnologyandtextilemachineryprogress,thusmakingsilkproductiontechnologytobecomeChina'smostancientcharacteristicandrepresentationoftextiletechnology.現代紡織業(yè)是一個勞動密集程度高產業(yè)。紡織品原料關鍵有棉花、羊絨、羊毛、蠶繭絲、化學纖維、羽毛羽絨等。紡織業(yè)下游產業(yè)關鍵有服裝業(yè)、家用紡織品、產業(yè)用紡織品等。Moderntextileindustryisalaborintensiveindustrywithhigh.Textilerawmaterialsmainlycotton,cashmere,wool,silk,chemicalfiber,silkfeatherfeather.Textileindustrymainlyclothing,hometextiles,industrialtextiles.2、中國紡織業(yè)In2,China'stextileindustry紡織業(yè)在中國是一個勞動密集程度高和對外依存度較大產業(yè)。中國是世界上最大紡織品服裝生產和出口國，紡織品服裝出口連續(xù)穩(wěn)定增加對確保中國外匯貯備、國際收支平衡、人民幣匯率穩(wěn)定、處理社會就業(yè)及紡織業(yè)可連續(xù)發(fā)展至關關鍵。ThetextileindustryinChinaisalaborintensivedegreeandhighexternaldependenceofindustry.Chinaistheworld'slargestproducerandexporteroftextileandgarment,textileandapparelexportstoensuresustainedandstablegrowthofChina'sforeignexchangereserves,thebalanceofinternationalpayments,theRMBexchangeratestability,toaddresssocialemploymentandtextileindustrysustainabledevelopmentisveryimportant.中國是紡織品生產和出口大國，中國紡織行業(yè)工業(yè)總產值從9626億元增加到了37980億元，年均增加率達18.72%。分階段看，”十五期間”，中國紡織行業(yè)年均增加率為20.99%；”十一五期間”，中國紡織行業(yè)年均增加率為14.75%。伴隨國際紡織品貿易自由化，和中國加入WTO，中國紡織工業(yè)出口競爭力深入加緊。中國紡織品服裝出口從543.23億美元上升到1713.32億美元，年均增加率達15.44%。中國紡織行業(yè)本身經過多年發(fā)展，競爭優(yōu)勢十分顯著，含有世界上最完整產業(yè)鏈，最高加工配套水平，眾多發(fā)達產業(yè)集群地應對市場風險自我調整能力不停增強，給行業(yè)保持穩(wěn)健發(fā)展步伐提供了堅實保障。China'stextileproductionandexportcountry,Chinatextileindustrygrossvalueofindustrialoutputincreasedfromyuaninto0yuanin,anaverageannualgrowthrateof18.72%.Stage,"fifteenperiod",Chinesetextileindustryaverageannualgrowthrateof20.99%;"elevenfive"period,Chinesetextileindustryaverageannualgrowthrateof14.75%.Alongwiththeinternationaltextiletradeliberalization,aswellasChina'saccessiontotheWTO,Chinesetextileindustryexportcompetitivenessfurtheraccelerate.China'stextileandclothingexportsincreasedfrom$into$17133000in,anaverageannualgrowthrateof15.44%.Chinatextileindustryafteryearsofdevelopment,thecompetitiveadvantageisveryobvious,hastheworld'smostcompleteindustrialchain,thehighestlevelofprocessingfacilities,manydevelopedindustrialclustertomarketriskselfregulatingabilityincreasesceaselessly,totheindustrytomaintainasteadypaceofdevelopmenttoprovideasolidguarantee.從國際環(huán)境看，伴隨底中歐紡織品設限到期、底中美紡織品配額設限結束，中國紡織品無配額時代即未來臨，約占全球紡織品市場60%以上份額地域全方面開放，將會給中國紡織品貿易帶來巨大機遇。而未來幾年世界經濟仍將處于上升區(qū)間，必將促進國際貿易增加，這將給中國紡織品服裝出口增加帶來有利國際市場保障。Fromtheangleofinternationalenvironment,asattheendoftheChina-EUtextileduebytheendof,Chinatextilequotarestrictionsended,ChinaTextilesNo-Quotaeracoming,accountingfortheglobaltextilemarketshareof60%aboveareaiscomprehensiveandopen,willgivetheChinesetextiletradetobringtremendousopportunity.Butthenextfewyearsworldeconomywillcontinuetoriseintheinterval,willpromotethegrowthofinternationaltrade,whichwillgiveChinesetextileandclothingexportgrowthtobringfavorableinternationalmarketsecurity.從中國經濟環(huán)境看，中國需求將成為行業(yè)增加關鍵驅動力。現在，80％左右中國紡織品在中國消費。伴隨中國經濟連續(xù)快速增加，居民收入穩(wěn)定提升，將拉動內需市場深入發(fā)展。Fromthedomesticeconomicenvironment,domesticdemandwillbecometheimportantdrivingforceforthegrowthofindustry.Atpresent,about80%ofChinesetextilesinthedomesticconsumption.WithChina'ssustainedandrapideconomicgrowth,incomestabilityincrease,willpullmoveinsideneedthefurtherdevelopmentofthemarket.目前中國紡織行業(yè)進入了一個新發(fā)展時期，這個時期正是紡織行業(yè)產業(yè)升級關鍵時期，首先一批優(yōu)勢企業(yè)正經過不停創(chuàng)新來提升競爭力。創(chuàng)新意識、品牌影響、創(chuàng)意文化、新技術革命、發(fā)明力等等這些現代企業(yè)要素正在影響紡織行業(yè)發(fā)展軌跡。其次，多年來，受國際石油價格波動影響，化纖原料價格上揚，棉花價格不穩(wěn)，對紡織企業(yè)生產成本影響很大。部分企業(yè)利潤率趨于下降，甚至處于保本經營狀態(tài)；還有少數企業(yè)正承受虧損壓力。同時，自主創(chuàng)新能力不足、結構性矛盾嚴重等長久積累深層次問題越來越突出。TheChinesetextileindustryhasenteredanewdevelopmentperiod,thisperiodisthekeyperiodoftextileindustryupgrading,ononehandanumberofenterprisesthroughconstantinnovationtoimprovecompetitiveness.Innovation,brandeffect,creativeculture,newtechnologyrevolution,creativityandsoonthesemodernenterpriseelementsareaffectingthedevelopmentoftextileindustrytrack.Ontheotherhand,inrecentyears,theinternationaloilpricefluctuations,chemicalfiberrawmaterialsprices,thepriceofcottonisnotsteady,thetextileenterprisesproductioncostof.Partoftheenterpriseprofitratetodecline,eveninthemidstofthisoperatingstate;stillafewenterprisesareunderthepressureloss.Atthesametime,inadequacyofowninnovationability,structuralsexcontradictionisseriouslong-termaccumulationofthedeep-seatedproblemisbecomingmoreandmoreserious.3、佛山紡織業(yè)現實狀況In3,FoshanTextileIndustryStatusQuo佛山是全國12大紡織品出口基地之一。佛山紡織業(yè)發(fā)展時間較長，比較成熟，對市場反應較快，能提供復雜產品，產品質量相對高部分。張槎、西樵等鎮(zhèn)紡織類企業(yè)全部超出家，全佛山規(guī)模以上紡織企業(yè)僅537家，整個紡織行業(yè)企業(yè)零碎分布，以小企、家族企業(yè)為主。從業(yè)人員約28萬人，關鍵從事針織服裝。Foshanisthecountry'slargesttextileexportoneofbase12.FoshanTextiledevelopmenttimeislonger,moremature,torespondtothemarketquickly,canprovidecomplexproducts,productsofanumberofrelativelyhighquality.Zhangcha,Xiqiao,thetownoftextileenterpriseshavemorethan,thewholeFoshanabovescaletextileenterprisesonly537,theentiretextileindustriesscattered,smallbusiness,familybusinessbasedon.Employeesabout280000people,mainlyengagedinknittedgarment.佛山整體紡織工業(yè)總產值億930.66億，占全國紡織工業(yè)產值3%。占全佛山生產總值1/5。從到保持15-24%增加。其中針織工業(yè)產值464.86億，紡織服裝、鞋、帽制造業(yè)總產值301.9億，皮革、毛皮、羽毛(絨)及其制品業(yè)163.9億。InthewholetextileindustrytotalproductionvalueofFoshanbillionin,occupycountrywidetextileindustryproductionvalue3%.ThetotalGDPof1/5offoshan.Fromto15-24%growth.Theknittingindustryoutputvalueof,textileandgarment,shoes,capsmanufacturingindustrytotaloutputvalue,leather,fur,feather(down)anditsproducts.各紡織產品產量表InthetextileproductyieldtableIn紗(噸)Yarn(ton)布(萬米)Cloth(meters)印染布（萬米)Printinganddyeingcloth(meters)服裝（萬件）Clothing(million)產量Yield4386383741.09117177.345794.32佛山紡織以做出口為主，因為多年中國市場需求大，形成了佛山紡織品現在進出口和內銷百分比各占50%。佛山紡織業(yè)在國外市場增加比較穩(wěn)定，平均每十二個月增加約3-5%。關鍵進出口歐美、中東等國家。廣東省紡織出口最多是廣州，其次是東莞，佛山排行第三。紡織業(yè)是依據工廠紡織機器數量來收稅而且接單量大，所以佛山紡織廠家多數采取外發(fā)加工方法，外發(fā)給外面廠家?guī)兔庸ぃP鍵外發(fā)加給河南、廣西、四川、華東等地域加工較多。FoshanTextiletoexportinChinainrecentyears,becauseofthelargemarketdemand,formedtheFoshantextilesimportandexportanddomesticsalesnowtheproportionofeachaccountedfor50%.FoshanTextileIndustryintheinternationalmarketofrelativelystablegrowth,withanaverageannualgrowthofabout3-5%.ThemainimportandexporttoEuropeandtheUnitedStates,theMiddleEastandothercountries.GuangdongProvincetextileexportsmostisGuangzhou,followedbyDongguan,Foshanrankedthird.Textileindustryisbasedonthetextilemachinefactoryanumberoftaxesandthevolumeoforders,sothemajorityofFoshanTextilemanufacturerstakeoutwardprocessingmode,tohelptheprocessingoutsideofthemanufacturers,mainlyoutsideofHenan,Guangxi,SichuantoEastChinaandotherregions,processingmore.據統(tǒng)計：紗，印染布制品關鍵起源在三水，高明；布、服裝產品關鍵公布在禪城，南海兩區(qū)。Accordingtostatistics:yarn,printinganddyeingclothproductsmainlysourcesinSanshui,Gao;cloth,apparelproductsaremainlypublishedinChancheng,twooftheSouthChinaSeaarea.佛山紡織服裝產業(yè)鏈完整，有鹽步內衣、西樵面料、環(huán)市童服、均安牛仔、張槎針織、三水印染等等從原料、面料至成衣生產和加工完整生產鏈條，產業(yè)鏈支撐更為強大。東南亞紡織即使成本低部分，但產品也相對簡單，佛山紡織服裝應該致力于提升附加值，走差異化競爭道路。FoshanTextileandapparelindustrialchainintegrity,haveYanbuunderwearfabrics,Xiqiao,centralcitychildrenclothing,Junanjeans,knitting,printinganddyeing,Zhangchacityfromtherawmaterials,fabricandgarmentproductionandprocessingofcompleteproductionchain,industrychainsupportingmorepowerful.TextilesofSoutheastAsiawhilethecostislow,buttheproductisrelativelysimple,FoshanTextileclothingshouldbecommittedtoenhancetheaddedvalue,takepoordissimilationcompetitionpath.二、佛山各織紡市場發(fā)展和特點Two,Foshanthetextilemarketdevelopmentandcharacteristics1、張槎針織In1,Zhangchaknitting張槎鎮(zhèn)地處經濟發(fā)達珠江三角洲佛山市禪城區(qū)，是佛山市東西、南北交通中心地帶，325國道、廣佛（佛開）高速公路口橫貫境內，市區(qū)公共汽車可直達鎮(zhèn)中心及各自然村，鎮(zhèn)內道路縱橫交錯、四通八達，鄰近佛山火車站和佛山瀾石港、平洲港可直達香港，佛山機場可通往全國關鍵大中城市，含有較便利和完整交通網絡。張槎鎮(zhèn)工商、銀行、稅務、郵電、通訊、供水、供電、治安、商業(yè)等服務機構配套齊全，為張槎鎮(zhèn)針織工業(yè)發(fā)展提供了有利確保。ThetownofZhangchaislocatedintheeconomicallydevelopedPearlRiverDeltaFoshanChanchengDistrict,FoshanCity,issomethingthenorth-southtrafficcenter,325StateRoad,wideBuddha(Buddha)Expresswayexporttraverseschurchyard,urbanbuscanarrivedirectlyatthetowncenterandthenaturalvillage,TownRoad,arrangedinacrisscrosspatternleadinalldirections,adjacenttothetrainstationandFoshanFoshanLanshiharbor,PingportcanreachHongkong,FoshanAirporttothemajorlargeandmedium-sizedcity,hasaconvenientandcompletetransportationnetwork.Zhangchatownindustrialandcommercial,bank,taxation,telecommunications,communications,watersupply,powersupply,security,businessandotherserviceinstitutionsiscomplete,thetownofZhangchaknittingindustrydevelopmenthaveprovidedfavorableguarantee.張槎針織行業(yè)是佛山市傳統(tǒng)產業(yè)，有20年歷史。經過20年發(fā)展，張槎針織業(yè)從小到大，從低級到中高級，從分散到集中，逐步發(fā)展壯大，成為全國關鍵針織品生產基地和集散地，是張槎鎮(zhèn)經濟關鍵支柱產業(yè)。尤其多年來，在張槎鎮(zhèn)委、鎮(zhèn)政府引導和支持下，張槎針織產業(yè)有了一個大飛躍?，F已建成以玉帶針織城為龍頭，包含大江、白坭、銀達、古灶、下朗、張槎等七大針織城和布匹市場在內針織布生產基地和集散地，現有針織廠家1600多家，廠房面積達70萬平方米，擁有德國、日本、臺灣等地進口針織大圓機、提花機、橫機等多種針織機械逾萬臺（其中大圓機7100多臺），還有自動織襪機3000多臺，從事針織原料貿易商鋪210家，從業(yè)人員0多人，產品遍銷中國和港澳臺地域和歐美等國家。帶動了人纖產品銷售，廣東、江蘇、湖北、山東、江西生產廠家全部來設置銷售點，所以形成了人纖產品集中市場銷售產品以聚酯DTY、FDY、混紡紗、棉紗為主，多以供給該地需求為主。ZhangchaknittingindustryisthetraditionalindustryFoshanCity,hasahistoryof20years.After20yearsofdevelopment,Zhangchaknittingindustryfromsmalltolarge,fromlowtohigh,fromdecentralizationtocentralization,andgraduallydevelopandgrow,becomethethroughoutthecountry'simportantknitwearproductionbaseanddistributioncenter,Zhangchatownistheimportantpillarindustryofeconomy.Especiallyinrecentyears,townappoint,towngovernmentinZhangcha'sguidanceandsupport,Zhangchaknittingindustryhasmadeabigleap.Hasnowbeencompletedtojadebeltknittingcityforbibcock,includingriver,whitecement,SilverTatsu,ancientstove,underthelong,ZhangchaandothersevenCityKnittingandclothmarket,knittedfabricproductionbaseanddistributioncenter,theexistingmorethan1600knittingfactory,plantareaof700000squaremeters,withGermany,Japan,Taiwanandotherplacesimportsofcircularknittingmachine,jacquardmachine,flatknittingmachine,knittingmachinerymorethanmillion(ofwhichmorethan7100TaiwanTaiyuanJi),aswellasautomatichosierymachinemorethan3000Taiwan,engagedinknittingrawmaterialstradeshopsin210,morethan0employees,theproductsarewidelysoldindomesticandHongKongandMacaoandEuropeandtheUnitedStatesandothercountries.LEDfiberproductsales,Guangdong,Jiangsu,Hubei,Shandong,針織工業(yè)發(fā)展還帶動了鎮(zhèn)內漂染、印花、制衣等相關產業(yè)和第三產業(yè)發(fā)展，初步形成針織產、供、銷一條龍格局。伴隨針織工業(yè)蓬勃發(fā)展，和其相配套印染業(yè)已形成一定規(guī)模，建成了張槎針織漂染廠、和利針織漂染廠、摩力克漂染廠、裕華隆漂染廠、下朗漂染廠、海業(yè)漂染廠等針織漂染企業(yè)，還建成了華通盛印花和長盛轉移印花裝飾印花布及轉移印花紙生產線。另外，還有專業(yè)定型、抓毛、剪毛、軋花、搖粒、水洗等十幾家專業(yè)整理廠和十多家手工印花廠及十幾家電腦繡花廠，基礎上能滿足張槎針織行業(yè)多種需要。Knittingindustryalsoledthedevelopmentofthetownofdyeing,printing,garmentandotherrelatedindustriesandthetertiaryindustrydevelopment,theinitialformationoftheknittingproduction,supply,sellone-stoppattern.Alongwiththevigorousdevelopmentofknittingindustry,itsmatchingdyeinghasformedacertainscale,builtZhangchaknittingdyeingfactory,andLeeknittingdyeingfactory,Molykotebleachinganddyeingfactory,Yuhualongbleachinganddyeingfactory,dyeingfactory,underthelongseableachinganddyeingfactory,knittingdyeingandfinishingenterprises,alsobuiltHuaShengPrintingCompanyLimitedandlongfilltransferprintingdecorationlimitedcompanyofprintingandtransferprintingpaperproductionline.Inaddition,thereareprofessionalstereotypes,fleece,wool,cotton,fleece,washingandothermorethanadozenprofessionalfinishingplantandmorethan10handmadeprintingfactoryandmorethanadozencomputerembroideryfactory,basicallytomeetthevariousneedsofZhangchaknittingindustry.多年來，張槎鎮(zhèn)制衣業(yè)也有了較大發(fā)展，現已發(fā)展到200多家，關鍵骨干企業(yè)有光大針織制衣廠、張槎針織廠、濱奇服裝廠等外向型生產加工服裝企業(yè)。如光大針織服裝廠在西歐兩百多家商場占領了一席之地，出口創(chuàng)匯400多萬美元；張槎針織廠多年來和彪馬、自由鳥等加工針織產品進入南美已取得免檢資格；濱奇服裝廠服裝已進入北京大中商場，并得到了用戶一致好評。Inrecentyears,thetownofZhangchagarmentindustryalsohadgreaterprogress,hasnowdevelopedintomorethan200,themainbusinessesarethebackboneofChinaEverbrightknittedgarmentfactory,knittingfactory,Zhangchaforeshoreoddclothingfactoryproductionandprocessingofclothingenterprisesexternaltype.SuchastheChinaEverbrightknittedgarmentfactoryinWesternEuropemorethan200malloccupiedaspaceforoneperson,exitisachievedcollectabout4000000dollar;Zhangchaknittingfactoryovertheyearswiththepuma,FreebirdprocessingofknittedproductsintoSouthAmericahaveexemptionqualifications;foreshoreoddclothingfactoryclothinghasenteredtheBeijinglargeandmedium-sizedshoppingmalls,andcustomersgetthepraise.現在，張槎鎮(zhèn)針織行業(yè)已含有較大規(guī)模和實力，形成了以生產針織布為主，印花、服裝、繡花一條龍，含有一定規(guī)模、產品質量穩(wěn)定針織生產基地。Atpresent,thetownofZhangchaknittingindustryhaslargesizeandstrength,hasformedaproductionofknittedcloth,printing,embroidery,garmentone-stop,hasacertainscale,productqualityandstabilityoftheknittingproductionbase.2、鹽步內衣城。In2,thecityofYanbuunderwear.經過20多年行業(yè)發(fā)展和多年品牌經營，鹽步已成功創(chuàng)建眾多內衣品牌，擁有自主品牌內衣企業(yè)約占15%。鹽步內衣主做內銷，內衣品牌在中國市場專賣店、專柜數量近6000家，遍布中國大中城市，出口美國、加拿大、歐盟、日本、韓國、東南亞、印度、南美等30多個國家和地域。After20yearsofdevelopmentoftheindustryandmanyyearsofbrandmanagement,hassuccessfullycreatedmanyYanbuunderwearbrand,withtheirownbrandofunderwearenterprisesaccountedforabout15%.Yanbuunderwearmaindomesticsales,underwearbrandinthedomesticmarketstores,countersthenumberofnearly6000,alloverthedomesticlargeandmedium-sizedcity,exportstotheUnitedStates,Canada,EuropeanUnion,Japan,Korea,SoutheastAsia,India,SouthAmericamorethan30countriesandregions.經過艱苦推銷過程，部分內衣品牌逐步被大家認同，二十世紀九十年代中后期，嘉莉詩、奧麗儂、依之妮、莎蓮娜、紫蘭蒂等多個內衣名牌逐步名揚中外，鹽步內衣制造業(yè)在新產品開發(fā)、設計和生產水平等方面全部開始躋身國際市場，歐美著名設計師也主動到鹽步和當地老板交流。在中國內衣15個著名品牌中，鹽步就有7個，占據中中國衣著名品牌”半壁江山”。作為一個地域品牌，鹽步內衣成功有其關鍵原因。Afterhardsellingprocess,somelingeriebrandsbeingacceptedbypeople,inthelatenineteenninties,Jealousy,Oleno,Yizhini,Shaly,PurpleLaantimultipleunderwearbrandisthefamousChineseandforeign,Yanbuunderwearmanufacturingindustryinthenewproductdevelopment,designandproductionlevelhavestartedamongtheinternationalmarket,EuropeandtheUnitedStatesthefamousdesignerisalsoactivetoYanbuandlocalbossAC.Inthedomesticunderwear15well-knownbrands,Yanbuhave7,occupytheChineseunderwearbrand"halfofthecountry".Asaregionalbrand,Yanbuunderwearsuccesshasitsmainreason.2.1、優(yōu)勢地理位置和歷史基礎In2.1,theadvantagesofgeographicallocationandthehistoricalfoundation南海市鹽步區(qū)（原為鹽步鎮(zhèn)），面積有26．12平方公里，地處廣州和佛山兩市之間，在南海市東南部。它東連廣州市芳村區(qū)，西鄰南海大瀝區(qū)，南依廣花水道，北傍黃岐區(qū)，交通很便利，距離廣州芳村地鐵口僅5分鐘車程。CityoftheSouthChinaSeaarea(formerlythetownofYanbu),hasanareaof26.12squarekilometers,islocatedinGuangzhouandFoshanbetweenthetwocities,thecityintheSouthChinaSeatothesoutheast.ItiseastofGuangzhoucityFangcunDistrict,westoftheSouthChinaSeaDaliDistrict,SouthbytheCantonflowerwater,alongtheHuangqiRiverNorthDistrict,trafficisveryconvenient,fromtheGuangzhouFangcunsubwaystationisonly5minutesbycar.1979年，香港”胸圍大王”羅杰倫先生以”香港黛麗斯”名義和鹽步城區(qū)實業(yè)總企業(yè)合作，以”三來一補”形式設廠加工內衣出口。這是中國內衣產品有了第一次踏出國門機會——銷往美國。上世紀八十年代中期，鹽步人紛紛創(chuàng)辦自己內衣企業(yè)，從家庭作坊起步，開始了創(chuàng)業(yè)之路。充滿干勁鹽步人抓住機遇，內銷和外銷相結合，經過不停引入優(yōu)異生產技術和設備，和科學經營管理理念，在經歷了二十多年市場歷練以后，逐步涌現出一批具規(guī)模、上檔次品牌經營企業(yè)和企業(yè)家，打造出一個又．一個品質優(yōu)良、信譽卓著內衣品牌。如”美思”、”戴安娜”、”奧麗儂”、”嘉莉詩”、”依之妮”、”莎蓮妮”、”姐妹花”等。1979,Hongkong"bust"to"kingofMr.JielunLuoHongkongHoldingsLimited"withthenameofYanbuIndustrialCityCorporationincooperation,"threetomakeupa"intheformofaplantprocessingunderwearexport.ThisistheChineseunderwearproductsarethefirsttostepdoorgoingabroadopportunity--soldintheUnitedStatesofamerica.Goupcenturyeightytimemetaphase,Yanbupeoplehavesetuptheirownunderwearbusiness,fromfamilyworkshopstostart,beginpoineeringroad.EnergeticYanbuwhoseizetheopportunity,thecombinationofdomesticandexport,throughcontinuousintroductionofadvancedproductiontechnologyandequipment,andscientificmanagementideas,aftermorethan20yearsofmarketexperience,hasgraduallyemergedinanumberoflarge-scale,onthegradeofthebrandmanagementofenterprisesandentrepreneurs,tocreatea.Agoodquality,reputablebrandunderwear.Suchas"beauty","thinkofDiana","Oleno","Jealousy","Yizhini","Shaly","Jemis".2.2、政府大力扶持In2.2,thegovernmentgivesaidtoenergetically鹽步內衣能作為一個地域性品牌，能作為一個現象出現，鹽步政府起了很大推波助瀾作用。有了政府大力扶持，及巨額資金上投入，才有了鹽步內衣今日輝煌。比如舉行首屆內衣模特大賽、建立南海國際內衣城、舉行內衣博覽會、內衣文化節(jié)等全部屬于政府行為。曾有記者采訪鹽步領導班子談及鹽步經濟發(fā)展前景計劃時，Yanbuunderwearasaregionalbrand,asaphenomenon,thegovernmentplaysaveryimportantrole.Withgovernmentsupport,andahugeamountofmoneyontheinput,onlytheYanbuunderweartoday'sbrilliant.Forexample,heldthefirstunderwearmodelcontest,theSouthChinaSeacity,establishinternationalunderwearunderwearunderwearculturefestivalExpoheld,allbelongtotheactofgovernment.TherewasareportertointerviewleadersspokeofYanbuYanbueconomicdevelopmentplanning,鹽步政府大力建造南海國際內衣城也以其恢弘氣勢和宣傳推廣將載入中中國衣行業(yè)史冊，成為鹽步內衣發(fā)展歷史中一個關鍵標志，盡管近期紛傳鹽步鎮(zhèn)將拍賣南海國際內衣城，實現轉制經營，但絲毫不影響其為鹽步內衣行業(yè)所作出貢獻，從商業(yè)行為來說，內衣城運做可能是失敗，但從內衣文化及推進產業(yè)發(fā)展角度來看，南海國際內衣城把鹽步內衣帶入一個全新高度。內衣城里霓裳會西餐廳能夠邊看內衣秀邊用餐，成為一個中國最秀色可餐專題餐廳。YanbugovernmentstronglybuiltseainternationalunderwearCitywithitsmagnificentmomentumandpromotionwillberecordedinChineseunderwearindustryhistory,becomeYanbuunderwearinthehistoryofdevelopmentofanimportantsign,despitetherecentspeculationofYanbutownwillauctiontheNanhaiinternationalunderwearCity,realizethemanagementtransformation,butdidnotaffecttheYanbuunderwearindustrythecontribution,fromcommercialbehavior,underwearCityoperationmaybefailed,butfromunderwearcultureandpromoteindustrialdevelopmentfromthepointofviewoftheSouthChinaSeacityofYanbuinternationalunderwear,theunderwearintoanewheight.Thecostumewillunderwearrestaurantcanwatchfashionshowwhiledining,becomeoneofChina'smostbebeautifulenoughtofeasttheeyesofthethemerestaurant.2.3、市場定位正確2.3,marketpositioningaccuracy鹽步內衣企業(yè)認準了一個很大空白市場，中中國衣業(yè)一直呈兩極分化局面，或高端或低端。以黛安芬、華歌爾等為代表國外品牌占據了品牌高端，它們以商場專柜銷售為主，競爭很猛烈，它們價位較高，畢竟只有少數高收入女性才能承受。而低端產品質量、款式、面料等方面又無法滿足消費者日益增加要求，所以，鹽步內衣大多數品牌采取了中等價格定位，采取專賣店經營為主方法，避開了和商場專柜正面抗衡，利用優(yōu)良性價比快速在市場上打開局面，上世紀末，成衣衣飾業(yè)專賣店銷售模式發(fā)展呈燎原之勢，而內衣專賣店還是這兩年出現，但內衣店發(fā)展速度之快，足以令全部行業(yè)側目。Yanbuunderwearandpassedalargegapinthemarket,China'sunderwearindustryhasbeeninthesituationofpolarization,orhigh-endandlow-end.Totriumph,Wacoal,onbehalfoftheforeignbrandsoccupythehigh-endbrand,toshoppingmallscountersales,competitionisveryintense,theirpriceishigher,afterall,onlyasmallnumberofhigh-incomewomencanbear.Whilethelowerendproductquality,style,fabrics,andunabletomeetthegrowingconsumerdemand,therefore,Yanbuunderwearmostbrandsusemid-rangepricepositioning,thestorerunsthewaythatgivepriorityto,avoidconfrontationwiththestorecounter,withexcellentcost-effectivequicklyinthemarkettoopenthesituation,thelastcenturyattheendoftheapparelindustry,clothingstoresalesmodelofthedevelopmentofaprairiefire,andtheunderwearstoreorthetwoyears,buttheunderwearstoredevelopmentspeed,enoughtomakealloftheindustryby.2.4、優(yōu)異企業(yè)家造就優(yōu)異企業(yè)2.4,outstandingentrepreneursbringupexcellententerprise政府搭臺、企業(yè)唱戲，鹽步內衣業(yè)興旺，最關鍵一個原因還是因有一批優(yōu)異內衣企業(yè)家。嘉莉詩、奧麗儂、美思等無疑是鹽步內衣企業(yè)優(yōu)異代表。Thegovernmenttakesastand,theenterpriseactsinaChineseopera,Yanbuunderwearindustryisflourishing,oneofthemostimportantreasonsorbecausethereareanumberofoutstandingentrepreneuroftheunderwear.Jealousy,Oleno,MeiseeistheoutstandingdelegateofYanbuunderwear.嘉莉詩是鹽步另一個神話，這家95年才成立企業(yè)，成立時候僅有二十幾臺機車，其發(fā)展速度之快，足以令全部同行側目。能夠說，嘉莉詩是依靠其出色營銷手段取得市場。正是這一批優(yōu)異企業(yè)家和她們優(yōu)異企業(yè)，她們辛勤努力為她們共同地域帶來了更多繁榮。她們和她們企業(yè)也成為鹽步內衣這塊大旗下光榮旗手。Carriepoetryisofanothermyth,thiscompanyin95yearsbeforetheestablishmentofthecompany,setuptimeonly20locomotive,itsdevelopmentspeedisquick,enoughtomakeallpeerattention.Cansay,Carriepoetryistorelyontheexcellentmarketingmeanstoobtainthemarket.Thisisagroupofexcellententrepreneursandtheirexcellententerprise,theirhardworkfortheircommonareasbroughtmoreprosperity.TheyandtheirenterpriseshavealsobecomeYanbuunderwearunderthebannerofthegloriousflag.3、環(huán)市童服In3,centralcitychildrenclothing佛山環(huán)市童裝產業(yè)基地建筑面積11萬多平方米，在廣東省佛山市禪城區(qū)祖廟街道(原環(huán)市鎮(zhèn)已并入祖廟街道)朝安路。Foshanringchildren'swearindustrybaseconstructionareaof11morethan10000squaremeters,islocatedinGuangdongProvinceFoshanCityChanchengDistrictTempleStreet(formerlythecentraltownhasbeenincorporatedintotheTempleStreet)towardsanroad.形成了童裝設計、加工、生產、物流完整產業(yè)鏈和聯動互補童裝產業(yè)集群，成為全國最大童裝集中生產基地和廠家直銷中心，產品遠銷美國、加拿大、俄羅斯、南非和中東等國家和地域，涌現出”一大批著名品牌。近幾年，環(huán)市街道前后投入近4億元，建設童服城、印花城和衣飾市場等硬件設施，還在北京舉行了首屆童裝新聞公布會，讓更多人認識了”環(huán)市童服”?，F在又開始籌建童裝會展中心和交易市場，爭取將環(huán)市建成世界著名童裝生產、物流、公布中心。Formedadesign,processing,production,logisticsandacompleteindustrialchainandthecomplementaryinteractiongarmentsindustrygroup,becomethethroughoutthecountry'sbiggestkidsconcentrateproductionbaseandmanufacturersofdirectsalescenter,productsareexportedtotheUnitedStates,Canada,Russia,SouthAfricaandtheMiddleEastandothercountriesandregions,"alargenumberofwell-knownbrandshaveemerged.Inrecentyears,centralcitystreetshasinvestednearlyyuan,theconstructionofchildrenclothingcity,printingandclothingmarketandotherhardwarefacilities,alsoinBeijingheldthefirstchildren'spressconference,toletmorepeopleknowthe"centralcitychildrenclothing".Nowbegintopreparetoconstructchildren'sWear現在，環(huán)市街道以朝安路環(huán)市童服城為中心，在方圓５平方公里區(qū)域內，涌現了1０００多家生產童裝和和之配套企業(yè)，童裝行業(yè)從業(yè)人員達７萬人左右，童裝年產量１．７億件，形成了童裝設計、加工、生產、物流等完整產業(yè)鏈，和聯動互補童裝產業(yè)集群。環(huán)市童裝還培育出”青蛙皇子”、”紐仕丹”、”嬰姿坊”、”小方塊”、”光頭仔”等一批著名童裝品牌，環(huán)市已成為全國最大童裝集中生產基地和廠家物流中心。據介紹，環(huán)市街道將深入整合產業(yè)資源，優(yōu)化產品結構，努力爭取最終形成”佛山童裝”區(qū)域品牌關鍵文化概念，形成濃厚童裝產業(yè)文化氣氛，將環(huán)市深入打造為”中國童裝文化名城”和”國際兒童文化名城”。Atpresent,centralcitystreetstotowardsanroadcentralcitychildrenclothingcityasthecenter,intheareaof5squarekilometersarea,therehavebeen1000morethantheproductionofchildren'swearandchildren'swearindustrysupportingbusinesses,employingupto70000people,children'sannualoutput,formedadesign,processing,production,logistics,acompleteindustrialchain,aswellasthecomplementaryinteractiongarmentsindustrycluster.Centralcitykidsalsobred"FrogPrince","Newstan","",""babyappearancemilldice,"skinheads"andanumberofotherwell-knownchildren'sclothingbrand,centralcity,hasbecomethecountry'slargestchildren'sclothingmanufacturersconcentratedproductionbaseandlogisticscenter.Accordingtointroducing,centralcitystreetswillfurtherintegrateindustryresources,optimizetheproductstructure,andstrivetoeventuallyform"Foshankids"regionalbrandcoreculturalconcept,formedastrongchildren'swearindustryculture,thecentralcitytofurtherbuildthe"China'sculturalcity"and"InternationalChildren'sculturecity".

曾一度占據中國童裝市場絕對“霸主”地位環(huán)市童裝城，已于今年8月31日拆除，近100多家企業(yè)全部搬遷，13至15棟廠房因為所在地塊屬禪城區(qū)鎮(zhèn)安村而不在拆遷范圍之內逃過了這一劫。OnceoccupiedtheChinesechildren'swearmarketabsolutely"hegemony"statusofthecentralcitychildrencity,inAugust31stthisyeartodemoliti