Dadong Towel: Small Home Textile Market

In the first three months of this year, the output of Nantong Dadong Towel, which is dominated by foreign trade, soared in the context of the “decline in export volume and slowdown in domestic sales” in the national textile industry. Sales growth in the first half of the year compared with the same period last year The rate reached 60%, of which the export market gradually decreased to 50%; and in the volatile fluctuations in cotton prices, the product prices are relatively stable. Behind this high, low and high level, what changes have taken place in Nantong Dadong Towel? Recently, the reporter walked into Nantong Dadong Company.

The first difference from the interview with Dadong two years ago is that the direction of the road to Nantong Dadong Co., Ltd. is just the opposite. It used to be eastward. This time it was westward. The new company began to expand and expand in 2007. It was put into production in January 2010. The new factory buildings, new equipment, and new production lines are all the more important new business concepts.

Foreign Market Dongfeng West gradually Nantong Dadong Co., Ltd. was established in 1987 and is under the jurisdiction of Jiangsu Yingrui Group. As investors have fixed sales channels in Japan, the company produces “NT” brand color printing series, yarn-dyed jacquard series, cut velvet embroidery series, and antibacterial and deodorant series of cotton napkins, towels, bath towels, and gift matching towels. 100% of the products are exported to Japan, creating a miracle of one of five Japanese families using Big East Towel. With the deepening of the national brand promotion work, in 2006 the company registered "DD" card to obtain the "China Top Brand" title, domestic orders continued at one time, while the series of products began to enter the United Kingdom, the United States, Russia, Singapore and Hong Kong and other countries and regions. The expansion of the market will inevitably drive the expansion of the production scale. The company’s leadership expects that the existing company scale will not be able to meet the rapid development of the company. With the support of the local Rudong County government, the company expanded its land acquisition in the west.

The westward move of the company coincides with the company’s business philosophy. Dadong Company is on the verge of the Yellow Sea. Looking west, it is a huge domestic market. At the west, it is the high-end European and American markets. Dadong’s market reach gradually extends from east to west from east to west. “The international financial crisis in 2008 enabled companies to reflect on the expansion and shift in the consumer market and sales channels. On the basis of meeting the needs of the original Japanese market, Dadong’s marketing strategy was actively transferred to European and American markets and domestic markets, and cooperation with big brands became The company's main sales model.Company's foreign brands are: POLO, BOSS, Crocodile, Pierre Cardin, Speedo, Yves Saint Laurent, Muji, Inno, etc. These big brands settled in Dadong to make Dadong become a gathering of high-end brand towels. Land, further promoted the company's product upgrades, technological progress, and promoted the company's rapid development,” said deputy general manager Kang Yongjun.

Strong cooperation in the domestic market talked about the development of the domestic market. Kang Yongjun, who is in charge of sales, said with deep feelings: "In the past two years, first-line home textile brands have settled in Dadong, and once they have established cooperation, they have become very good strategic partners." Dadong started cooperation with Fu Anna, Meng Jie, and Youngor to provide OEM products for towel products. There are still some first-line brands under negotiation. Kang said that since 2010, the company has been working closely with domestic first-tier home textile brands such as Fu Anna and Meng Jie. The process of cooperation is very enjoyable. At this year's Fu Anna's ordering meeting, Chairman Lin Guofang had an in-depth exchange with him. The perfect pursuer of "Artist Spinning" actually put forward many expert opinions and suggestions on the design of towel products in the communication with He Kang. The craftsmanship and details were particularly particular about the production of towels. Conception. Kang said: “Lin Dong is not only a well-known entrepreneur, but also an artist who is pursuing perfection and cultivation.” As a result, they hit it off and pushed the textile and towel cooperation to a new height.

There is a way to "define the way to decide." The category of Dadong Towel has been developed toward the direction of integration and serialization. At present, there are three series: First, bathroom series: there are towels, bath towels, towels, bathrobes, headbands, etc.; Second, kitchen series: there are napkins, face towels, towels, aprons, kitchen towels, etc.; third is home series : There are towels, home clothes, baby capes, handbags, slippers and more. Small towels undoubtedly open up a "small home textile" world in "everybody spinning." Kang Quan said: “Meng Jie, who has accumulated certain experience in the domestic sales market, has already seen a large market for napkins as a fast-moving consumer goods. He has set up a blanket division and specializes in towels and blankets. He wants to sell towels more than blankets.” It can be foreseen that the efforts of Meng Jie and Fu Anna will lead to the promotion of a series of products as a whole and move toward high-end consumers in China.

Quality first is the relentless pursuit It is worth to explore that Dadong Company has found a berthed port in the whirlpool of the international financial crisis. In the unfamiliar domestic market, it has opened the domestic sales channel through cooperation with first-line brands. Where is its core competitiveness? The company's technical director and senior engineer Jin Zong said: "Dadong quality! Dadong's technology! Our product design, plate making, printing and other processing levels in the country is first-rate."

The “Disney” printing photo products that have been popular in Japan are like paintings and can be mass-produced. In fact, the photo printing products for towels have high requirements for equipment, technology, management, and production. No one dares to do, and Dadong succeeds. The Japanese praised: "Dadong Printing Technology ranks first in the world."

In order to ensure quality, Dadong is willing to invest in equipment upgrades. The company has Swiss and Italian arrowhead looms, uses the world's most advanced Stäubli Jacquard faucet, and the industry's most advanced printing and dyeing equipment. Fine management and advanced equipment complement each other, and each link is constantly improving. Dadong's towel will never fade. What are the reasons? In addition to the use of dyeing materials imported from Japan and Germany, there are strict standards for the dyeing and washing process, and the discharged water is almost similar to the influent water, and the visual inspection is no different. Therefore, the color and color fastness of printed products are all higher. Kang Zong said: "Compared with our domestic counterparts, although the scale of Dade is not the largest, but the quality must be the first. This is always our unrelenting pursuit of Dadong people." The company has passed ISO9001: 2000 quality management system certification, ISO14001 Environmental management system certification, oeko--100 European ecological textile certification and the United States WRAP social responsibility system certification. The continuous introduction of consulting and training will further enhance company management. The establishment of corporate culture, let Dadong into the fast lane.

Product development leads the fashion trend While doing foreign trade, doing OEM processing, but Dadong has always attached great importance to the development and design of new products. The product development department consists of engineers with many years of working experience and skills, and a group of young and energetic college students. The graduates are composed of several sets of advanced CAD production systems that can meet various design requirements such as jacquard, printing and embroidery. Last year, the works selected by the company participated in the China National Spinning Design Competition and achieved very good results. At the same time as product development, the company pays more attention to the research on the trend of towel products, so that product development leads the fashion trend. For example, the domestic towel products are commonly used 21 yarns, Dadong to advance the high count yarn, can currently achieve 60 yarns, which is a breakthrough in the industry. The fabric of 60 yarns is soft and light, which is very suitable for the production of infants and women's home wear, so that the towel products can be developed toward the upscale home fabrics.

Perhaps inspired by Lin Guofang who is highly respected by “artist spinning”, perhaps guided by international big names, it may be the practice in the industry for many years. The company’s technical director and senior engineer Jin Jin believes that the towel products are artistic and high-end. Fabricization will be a trend. The specific performance is as follows: First, printed fabrics are more refined, more real, and more artistic; second, development from flawless, weak to ultra-low, requires improvement in craftsmanship; and third, the use of high-grade fabrics in homes to satisfy High-end market demand; Fourth, artistic design, from printing, embroidery to hook thread embroidery, etc., richer picture. At present, Dadong has introduced new products in the above four areas.

To study the trend of the epidemic, should we further study the domestic market? Kang said that in terms of towels alone, the average foreign person consumes 3 articles per year, and China consumes 0.3 articles per person. If 1.3 billion Chinese people consume an additional towel of 10 yuan each year, the market will have the potential of 13 billion yuan. There is a large market in small home textiles. However, we will continue to focus on high-end OEMs. The independent brands have just started. Dadong is willing to unite more home textile brands and actively develop the domestic market, so that consumers can receive the “zero distance” care of Dadong high-quality towels.