Traditional isow weaving industry in Shandong is in urgent need of transformation

The annual output value of Shandong Liubian was as high as 8 billion yuan, and profits and taxes were 400 million yuan. However, this year, the fiery Liuping industry flourished in previous years, the old industry encountered new challenges, how to break through? The reporter walked through the grassroots and entered the main production area of ​​Liubian to carry out an in-depth investigation today.

In Xingliu Village of Linyi County, Xiaoyanglou, which is built up from the wealth of Liubian family, can be seen everywhere. This year's fiery Liubian, this year is quite different. At the villagers Zhang Liye’s home, there were 50 to 60 people in the processing group's boom, but now there are only less than half.

Lin Peimei, head of Liubian Processing Group, Linyi County, “This year's situation is not good, we can’t earn so much money + we can earn 50 yuan (one day) earlier, and now it is very hard to earn thirty to forty dollars.”

The market for 90% or more of Linfen Liubian is in Europe and America. Since last year, the unexpected debt crisis has led to a sharp drop in purchasing power in foreign markets. Only Baiyun Arts & Crafts Co., Ltd., a company that currently has more than 2 million US dollars in orders was canceled. It is expected that this year's sales revenue will be at least more than 10 million yuan less than last year. Li Xingzhen, who had been in the country for seven or eight years, still felt so pessimistic and helpless for the first time.

Li Xingzhen, general manager of Linyi Baiyun Arts & Crafts Co., Ltd.: “It's not a good thing to say white, but it should be the willow industry in the evening.”

Market sluggishness, loss of orders, and reduction in weaving households have resulted in a series of chain reactions that have caused many small companies in Linyi to close down due to the disruption of the capital chain. As the international market is sluggish, many companies are trying to switch to the domestic market. However, there is still a huge gap between the domestic market and Liuzhou's product awareness and consumption concept.

Qiu Junchang, deputy general manager of Linyi Jinliu Arts & Crafts Co., Ltd., “the amount of sales can't go up. If you can't go up, the cost will go up. If you are in a small city, you can't even say it. If you are in a big city, the cost is very high, so we’re talking about the domestic market. Just exploring, not dare to go too big"

To deal with a weak market, only by increasing the core competitiveness of products. Linyi Ronghua Company specially hired designers from Europe and designed several products based on Europe's most popular bright colors this year.

Lin Xiang Ronghua Arts & Crafts Co., Ltd. International Business Manager Xu Xiangmei The European economy is not very good now, these colors can adjust this low level of European psychology, and these colors are also more favored by merchants at this Canton fair.

Relying on unique product R&D and design, the company regained some of its market, but the production mode of “company + farmer” in the Liubian industry has caused companies to have inherent drawbacks in terms of intellectual property protection: new products can be easily imitated. Taking several new products developed by Ronghua as an example, it is possible to see similar products in various factories within less than six months of production.

Lin Xiang Ronghua Arts & Crafts Co., Ltd. International Business Manager Xu Xiangmei: Do not plagiarize each other in the same industry. Everyone takes their own style. Otherwise, everyone will viciously compete with each other. This year, the industry will have a daily decline. The annual Canton Fair will be held by Shandong Liubian. A good time for orders. However, at this year's Canton Fair, orders fell sharply, and the volume of orders of some companies in Linyi and Fucheng even reduced by nearly half.

Deputy Director of the Chinese Cultural Industry Research Center of Shandong University, Sheng Shengfeng, “Products should be grafted into cultural elements, and should allow more companies to become familiar with the modern operating model and give companies more training. More company technicians and management personnel should improve their own. Vision and pioneering ability can make a new look for traditional industries. Otherwise, they will gradually withdraw from the market history stage.”