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The External Environmental Challenges Faced By The Textile Industry Are Constantly Changing
In recent years, the external environmental challenges faced by the textile industry are constantly changing. However, at the time of deep adjustment of the industry, an enterprise focusing on woven outdoor fabrics for 30 years has bucked the trend - not only opened two new stores, but also signed with Qiao Ting, the world champion of women's volleyball, as the brand image ambassador, becoming one of the first domestic fabric enterprises to use spokesmen.
On April 16, the signing ceremony between Shandong Feihe Group Co., Ltd. (hereinafter referred to as "Feihe") and the image ambassador of Qiao Ting, the world champion of women's volleyball, was held in Beijing. This cross-border cooperation not only marks a new attempt to upgrade the brand of fabric enterprises, but also reflects the era track of the transition from Made in China to Chinese brands. Under the background of many industry enterprises moving forward under pressure, what kind of strategic thinking is behind Feihe Group?
Counter trend expansion:
Precise layout, build new market map
"The textile industry is not without a market, but without the eyes to find the market." Sun Zhiming, chairman of Feihe Group, said that the core logic of the enterprise's counter trend layout was precisely expressed. While many enterprises follow the trend of waiting and shrinking the battle line, Feihe Group will start the pace of expansion against the trend in 2025, adding two new stores, one in Keqiao and the other in Shengze. This seemingly ordinary store opening decision is actually the precise market strategy of Feihe.
Sun Zhiming revealed that Feihe did not rely on traditional people flow, but focused on high-value customers. The purpose of setting up stores at the low points of the market is to occupy a favorable position in advance when the future demand recovers and strengthen the coverage of the supply chain. This forward-looking layout has laid a solid foundation for the follow-up development of the enterprise.
Feihe shows a unique strategic vision in store location. They avoid saturated business districts and focus on industrial belts, such as Shengze textile cluster. Here, there are many textile enterprises, and the industrial atmosphere is rich. Feihe can accurately reach the target customers, and build a good industrial ecology with upstream and downstream enterprises. This differentiated site selection strategy enables Feihe to open up an exclusive blue ocean in the fierce market competition.
The reason why Feihe has the confidence to expand against the trend is that its strong core advantage is the key support.
Feihe Textile has been in Suzhou for 30 years. As a comprehensive enterprise integrating weaving, printing and dyeing, textile finishing and garment processing, they have been focusing on the R&D and production of woven outdoor fabrics for many years, especially in school uniforms, sportswear and outdoor sports and leisure fabrics. At present, the sales volume of Feihe school uniform fabric is among the top in China, with an annual fabric output of more than 30 million meters, covering six series, 30 varieties and more than 1000 colors. T400 T800、 High elasticity and four side elasticity series, each series has hundreds of colors to choose from. In addition, Feihe Textile also masters the exquisite finishing process of composite printing, film pasting, coating, etc., making the fabric both personalized and functional.
In terms of fabric research and development, Feihe always pays equal attention to innovation and quality.
Sun Zhiming picked up a piece of non spandex high elastic T800 fabric to introduce it. This fabric not only has the traditional wind proof, waterproof, oil proof and antifouling functions, but also has special antibacterial functions. Every meter of fabric strictly follows the national standard GB/T 31888-2015. This persistent pursuit of quality and the spirit of continuous innovation endow Feihe with a strong ability to resist risks, provide a solid guarantee for its expansion against the trend, and also enable it to win honors such as the Golden School Uniform Surface Accessories Supplier Award, the National Top Ten School Uniform Brands, the Most Popular Consumer Readymade Garment Supplier Award, and become a designated supplier of many well-known clothing brands.
Engine growth:
Mainly school uniforms, supplemented by tooling+outdoor
If the expansion against the trend shows Feihe's strategic courage, the stable performance support shows its development resilience. In the diversified business ecosystem built by Feihe, school uniform fabric, as a traditional advantage plate, has provided a solid "basic plate" for enterprise development by virtue of its rigid demand attribute and stable market performance. Sun Zhiming especially emphasized that the steady performance of this business segment not only provides reliable guarantee for enterprises, but also plays an important role as a stabilizer when the industry fluctuates.
While maintaining the advantages of school uniform fabrics, Feihe has keenly captured two new growth points in the past two years: the standardized clothing market and the functional outdoor field. The strategy of "one main body and two wings" under the diversified growth engine not only ensures the stable cash flow of enterprises, but also reserves technical momentum for their future development.
"Any express company may go bankrupt, but the courier will not disappear." Sun Zhiming's seemingly simple words, to some extent, reveal the underlying logic of the tooling market. Relying on this insight, Feihe has decisively and deeply bound a number of leading enterprises, such as Jingdong, Shunfeng, Meituan and Elime, to become its core fabric supplier. This strategic vision quickly turned into tangible achievements - Sun Zhiming's WeChat prompt tone was continuous in just half an hour of the reporter's interview, and a 580000 meter tooling fabric purchase order of a head express enterprise was just finalized, which vividly explained the development momentum of Feihe in the tooling supply chain field.
When it comes to the prospect of the tooling market, Sun Zhiming is full of confidence: "Express, take away, logistics and other industries are expanding rapidly, and almost all the uniforms of these enterprises are just in demand. This means that as long as we can meet their needs, we can get a steady stream of orders."
In the field of outdoor sports, Feihe shows a completely different way of playing. Its fabric products using the "three prevention and one absorption" fabric technology (waterproof, oil proof, stain proof, moisture absorption and sweat wicking) are far ahead in the application of school uniforms, and are now extending this advantage to outdoor products such as mountaineering pants. In 2024, its newly developed four side elastic mountaineering pants fabric adopts a double-layer structure, which not only maintains elasticity but also enhances breathability. Once launched, it has won the favor of professional brands.
"School uniforms are the foundation, tooling is stable, and outdoor innovation is new," Sun Zhiming summed up the philosophy of Feihe as a product, "the former is our ballast, and the latter is our vane." This kind of balance of "one main body and two wings" has enabled Feihe to maintain steady growth in the industry fluctuations, and has become a designated supplier of many well-known clothing brands.
Brand transition:
How to break the circle from behind the scenes to in front of the stage
As the brand image ambassador of the enterprise, Qiao Ting, the world champion of women's volleyball, signed a contract. This move of Feihe has inspired many traditional fabric enterprises. This is not only the first batch of domestic fabric enterprises to use celebrity endorsement, but also marks the strategic transformation of Chinese manufacturing enterprises from "invisible champion" to "dominant brand".
"We chose Qiao Ting for several reasons," Sun Zhiming said in detail, "her tenacious sports spirit is very consistent with the core of our brand in pursuit of excellence; as a sports champion, her natural connection with outdoor sports scenes can effectively convey the professional performance of Feihe products, and more importantly, her fighting attitude on the field is very appealing Ting We hope to pass on the professionalism, quality and innovation contained in 'good fabrics, made by Feihe' to more people, so that customers can feel the strength of Feihe brand from the struggle stories of athletes.
This year, Feihe has more diversified marketing plans. Deeply participate in domestic exhibitions and create the image of "Chinese functional tooling expert" through "technology+star" double endorsement. At the same time, it will also add multiple live spots to enhance long-term brand awareness through live streaming. Sun Zhiming, Chairman of the Board of Directors, stressed that "we hope that through these innovative marketing methods, the Feihe brand will break through the circle and become a leader in the industry."
Qiao Ting declared: "Make every effort in the competition and choose the right strength in life - Feihe brand, champion quality, and trustworthy!" Feihe Group is winning widespread recognition in the market with its courage to expand against the trend, strategy of growth engine, and wisdom of circle breaking marketing. At a time when the competition in the traditional fabric industry is intensifying and many enterprises are striving for survival, Feihe is standing out with its bold and innovative brand and marketing strategy. As Chinese enterprises look for opportunities from the adverse trend and move from "manufacturing" to "brand", enterprises like Feihe are actively reshaping their value, digging deep into product and brand value with innovative thinking and forward-looking strategy, and realizing the transformation from manufacturing to brand leading.
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