嵊州领带闯荡“新丝路”
Shengzhou Necktie Braving its Way to "New Silk Road"
——嵊州领带转型发展30年纪实
- Record of 30 Years’ Transformation and Development of Shengzhou Necktie
领带产业是推动嵊州工业经济发展的主力军，嵊州领带总产值占全市规上企业工业总产值的15%以上，领带出口额占全市的20%以上。嵊州领带产业经过三十多年的发展，已成为“小产业大集群、小产品大市场、小政府大服务”的产业集群典范。2016年，嵊州市为加快培育外贸竞争新优势，选择以领带产业为突破口，开启了“示范引领、集聚发展、整体推进”的块状特色产业外贸转型升级之路。
The necktie industry is the main force promoting the industrial and economic development of Shengzhou. The necktie output value in Shengzhou accounted for more than 15% of the city's total industrial output value of the enterprises at and above designated size, and the export volume of necktie accounts for more than 20% of the city’s export. The necktie industry of Shengzhou upon 30 years of development, has become an industry cluster model featuring "small industry great cluster, small product big market, small government big service". In 2016, Shengzhou selected the necktie industry as a breakthrough to accelerate the development of new competitive advantages for foreign trade, and opened the road of massive characteristic industry trade transformation and upgrading featuring "exemplary demonstration, cluster development, overall progress".
起源 ——历史的传承
Origins - History and Succession
真丝纺织品是丝绸的代名词。丝绸是古代中华民族的伟大发明，是中国人民献给人类的瑰宝。从古至今对世界文明产生过巨大影响，由此而产生的连接东西方的“丝绸之路”更是世界文明交流的大动脉，是世界最伟大的文化之路、商旅之路、民族之路、友谊之路。丝绸不但装扮了文明世界，现在仍然是最为美丽、最为环保的服饰产品之一，将来仍将点缀我们美丽的世界，丰富我们的时尚生活。
Silk fabric is synonymous with silk. Silk is the great invention of ancient Chinese nation, and treasures dedicated to the human being by the Chinese people, and has greatly influenced the civilized world since ancient times. The Silk Road linking the East and the West is the artery for exchange of world civilization, the world's greatest cultural road, business road and national road, and friendship road. The silk decorates the civilized world, and is still one of the most beautiful and most environmentally friendly apparel products, which will continue to adorn our beautiful world and enrich our lifestyle in the future.
嵊州丝绸源远流长，早在魏晋时期，江浙两省形成了水陆并进的“江南丝绸之路”，嵊州包含在其中；曾经在剡东游历的唐代诗人白居易写了《红线毯》、《缭绫》两首诗，反映了剡东丝绸对唐代文化的影响。嵊州是历史上著名的蚕桑大县，长乐江两岸千家万户种桑养蚕，生产的茧丝质量上乘，是“杭州织锦”的主要原料。
The Shengzhou silk runs a long history. As early as in Wei and Jin dynasties, the Jiangnan Silk Road was formed in Jiangsu and Zhejiang provinces featuring roads both on land and on water, where Shengzhou was part of it; once the famous poet Bai Juyi in the Tang Dynasty traveled the Yandong (in Shengzhou) and wrote the two poems titled Red Thread Carpet, and Slanting Fine Silk, reflecting the influence of the Yandong silk on the culture of Tang Dynasty. Shengzhou is a major county famous for its silkworm and mulberry industry. Thousands of households along the banks of Changle River breed silkworm and grow mulberry, and produce high-quality silks, which are the main raw materials for Hangzhou brocade.
新中国成立后，嵊州丝绸在国内有较大的影响力，嵊县丝厂生产的梅花牌Z27白厂丝获金质奖三连冠，是国家免检产品；长乐镇下张村种桑养蚕是“江南蚕桑第一村”。
After the founding of new China, the Shengzhou silk had greater domestic influences. The Meihua Brand Z27 real silk produced by Shengxian Silk Factory has won the golden award for three consecutive times, and is listed as the national inspection-free product; and the Xiazhang Village in Changle Town is known as the "first village for silkworm breeding and mulberry growing in South China".
鉴于这些历史渊源，1984年，嵊州在嵊籍港胞的带动下，创办了浙江佳友领呔有限公司。星星之火可以燎原，嵊州领带产业经过培育、成长、扩张、提升、深化五个阶段，现已成为嵊州市参与国际分工和全球经济竞争的支柱产业之一。
Due to the historic origin, the Zhejiang Jiayou Lingtai Co., Ltd. was founded in 1984 driven by the Shengzhou native Hongkong compatriots. From a little spark may burst a mighty flame. The neckties industry in Shengzhou has now become one of the pillar industries in Shengzhou participating in international division of labor and global economic competition after going through five stages: cultivation, growth, expansion, improvement and deepening.
亮点——多项位居第一
Highlights - Many Items Ranking First Place
经过30年发展与磨炼，嵊州领带产业产业链比较完善，具有集群优势、设备优势、品牌优势、科技优势、平台优势等发展基础，在国内同行业中处于领先地位，较为明显的有以下几个特色：
After 30 years of development and honing, the industrial chain of Shengzhou neckties industry has become relatively complete, and has the basis for development including cluster advantage, infrastructure advantage, brand advantage, technological advantage, and platform advantage, all of which are in the industry leading position. The following characteristics are relatively more obvious:
1.领带年产3亿多条，生产总量占全国90%、占世界的60%，生产量可以叫板国际，全球第一；领带一般贸易出口2015年是2.91亿美元，分别占全国同类产品比重的80%和全国真丝绸商品出口十二分之一，位居全国第一；“嵊州领带”入选“中华人民共和国成立六十周年成果展”，占据了纺织工业展区8平方米的一席之地。
1. The necktie is in annual output of more than 300 million pieces, of which total output accounts for 90% of the national output, and 60% of the global output, so that the total output is second to none in the world; the general trade export volume of neckties was $ 291 million in 2015, accounting for 80% of national similar products and 1/12 of the national export amount of real silk commodities, ranking first in the country; the Shengzhou Necktie was selected into the Achievements Exhibition for 60thAnniversary of the Founding of the People's Republic of China, and occupied an exhibition space in size of 8 square meters in the textile industry exhibition area.
2.年产高经密、高纬密、高端真丝提花家纺面料300万米，出口国外和为国内著名家纺企业配套，产量和质量位居全国同行第一。
2. The high warp, high latitudes, and high-end real silk jacquard upholstery fabrics are in annual output of 3,000,000 meters, and exported and supplied as supporting materials to domestic textile enterprises. Its output and quality rank No.1 among the nation's peers.
3.真丝织锦长卷“清明上河图”、“富春山居图”被中国丝绸博物馆、国家图书馆、故宫博物馆收藏，是国内丝织行业之经典。
3. The real silk brocade scrolls titled Riverside Scene at Qingming Festival and Fuchun Mountains are collected by the China National Silk Museum, the National Library, and the National Palace Museum, rendering classics in the domestic silk industry.
4.领带产业桑蚕丝需用量5000吨，占全国国内实际可用丝的十二分之一。
4. The demand for mulberry and silk in the necktie industry is 5,000 tons, accounting for one-twelfth of the national domestic silk actually available.
5.有各类真丝领带；有各种真丝围巾；有多种真丝面料；有山水、花鸟、书法、当代名画、名著等真丝织锦；有床上用品、家居用品、装饰面料、靠垫等真丝家纺产品；有多款男装、童装等丝绸服装。由于丝绸类纺织品品种齐全，加之桑蚕丝用量居全国之首，被中国丝绸协会授予“中国真丝之都”称号。
5. There are various types of real silk neckties; all kinds of silk scarves; a variety of silk fabrics; silk brocades embroidered with landscapes, flowers and birds, calligraphy, contemporary painting, and famous literary works; bed linen, home furnishings, decorative fabrics, cushions and other silk textile products; a variety of men's clothing, children's clothing and other silk garments. Due to the full range of silk textiles in combination with the demand of mulberry silk ranking domestic No.1, Shengzhou was awarded the title of City of Real Silk in China by the China Silk Association.
6.织造设备全球第一。拥有1300多台进口高档电脑提花剑杆织机，占居世界总量的二分之一，是全球高档织机最集中的地区之一。
6. Global No.1 Weaving Equipment. The city has more than 1,300 sets of imported high-grade computer-controlled rapier loom, occupying one-half of the world in total and rendering itself one of the regions with the most concentrated high-end looms in the world.
上述六个亮点，是嵊州领带的骄傲和自信。
The above six highlights are the pride and self-confidence of Shengzhou neckties.
荣誉——收获累累硕果
Honor - fruitful achievements
三十年奋往，春华秋实；三十年躬耕，喜获丰收。荣誉是一种肯定，更是一种激励。荣誉标志着嵊州领带产业在发展历程中取得的一次次业绩，记录着嵊州领带人在创业创新中收获的一份份成功。
The three decades of unceasing efforts pay well off. Honor is an affirmation, but also a motivation. The honor marks the achievements of Shengzhou neckties industry made in the course of development, and records the successes scored by Shengzhou necktie people in the course of entrepreneurship and innovation.
l 2000年6月，浙江省人民政府战略定位为“21世纪的嵊州：国际性领带都市”；
In June 2000, strategically positioned as Shengzhou of 21st Century: International Necktie City by the People's Government of Zhejiang Province;
l 2002年12月29日，中国纺织工业协会、中国服装协会授予“浙江·嵊州市中国领带名城”；
On December 29, 2002, awarded with the title of Zhejiang Shengzhou: China’s Necktie City by the China Textile Industry Association and the China Garment Association;
l 2006年10月，《影响·中国》首届中国纺织服装品牌影响力传媒大奖授予“最具产业影响力纺织之都”；
In October 2006, awarded with the Most Influential Textile Industry City in the First China Textile and Garment Brand Influence Media Award by the Influence·China;
l 2010年11月，中囯丝绸协会授予“浙江· 嵊州中国真丝之都”；
In November 2010, awarded the title of Zhejiang Shengzhou: China City of Real Silk by the China Silk Association;
l 2010年12月，《纺织服装周刊》杂志社2010中国纺织行业年度精锐榜授予“浙江省嵊州市十大集群”；
In December 2010, won the title of Top Ten Clusters in Zhejiang Shengzhou in the 2010China's Textile Industry Annual Elite List organized by the Textile Apparel Weekly;
l 2012年11月，中国服装协会授予“浙江省嵊州市中国服装产业示范集群”；
In November 2012, awarded with the title of Zhejiang Shengzhou Chinese Garment Industry Demonstration Cluster by the China Garment Association;
l 2012年12月，中华人民共和国商务部授予嵊州领带为“国家外贸转型升级专业型示范基地”；
In December 2012, Shengzhou was awarded with the title of National Foreign Trade Transformation &Upgrading Professional Demonstration Base for its neckties by the Ministry of Commerce of the People's Republic of China;
l 2013年1月，中华人民共和国工业和信息化部授予浙江嵊州纺织·真丝产品为“国家新型工业化示范基地”；
In January 2013, Shengzhou was awarded as the National New Industrialization Demonstration Base for its textile silk products by the Ministry of Information Industry of the People's Republic of China;
l 2014年9月9日，嵊州领带被中华人民共和国工业和信息化部认定为“全国产业集群区域品牌建设试点地区”；
On September 9, 2014, the Shengzhou was identified as the National Industrial Cluster Regional Brand Pilot Area for its neckties by the Ministry of Industry and Information Technology of the People's Republic of China;
l 2015年2月5日，浙江省发展和改革委员会、浙江省经济和信息化委员会，发文重点推进柯桥面料、海宁皮革、嵊州领带服饰等六个产业集群，开展特色时尚产业基地建设试点，打造成为国内外具有较大影响力的特色时尚产业基地；
On February 5, 2015, Zhejiang Provincial Development and Reform Commission, Zhejiang Province Economic and Information Commission issued a document focusing on promoting six industrial clusters including Keqiao fabrics, Haining leather, and Shengzhou necktie and garment, carried out construction pilot of featured fashion industry base, and create featured fashion industry base with greater influence at home and abroad;
l 2015年12月，浙江省商务厅确定嵊州领带为第二批“浙江省跨境电子商务园区”；
In December 2015, the Department of Commerce of Zhejiang determined the Shengzhou as the second batch of "Zhejiang Province Cross-Border e-business Park for its neckties;
l 2016年5月，浙江省商务厅确定嵊州领带为“浙江省外贸转型升级试点示范县（市、区）；
In May 2016, the Zhejiang Provincial Department of Commerce determined Shengzhou necktie as the Zhejiang Foreign Trade Transformation &Upgrading Pilot Demonstration Counties (Cities, Districts);
l 2016年6月17日，浙江省商务厅确定“嵊州领带产业集群跨境电商发展试点”。
On June 17, 2016, awarded as the Shengzhou Neckties Industry Cluster Development Pilot Cross-Border e-business Supplier by the Zhejiang Provincial Department of Commerce.
未来——砥砺前行创新业
Future - Forge Ahead for Innovation Industry
展望未来，在“十三·五”期间，如何确保产业发展“增量中速度、质量中高端、打造自主品牌、提升价值链话语权”等方面任重道远。未来五年，我们将布局集中、功能集成、精英集聚、政策集结、管理集权的“五集”来提升产业在新常态下创造新成就、迈上新台阶。我们设想在以下两个方面进行尝试：
Looking to the future, it is an arduous job to ensure the "maintain speed amidst increment and high-end amidst quality, build independent brands, and enhance the right to speak of value chain” in industrial development during the Thirteen Five-Year Period. In the next five years, we will upgrade the industry through "five episodes' including concentrated layout, integrated function, gathered elite, assembled policy, and centralized management, to create new achievements under the new norm, and ascend to a new level. We envisage to make attempts in the following two aspects:
1.产业联盟。强强联合，产业重组，组建中国嵊州领带集团股份有限公司。
1. Industry Alliance. Powerful alliance and industrial restructuring to form into China Shengzhou Necktie Group Co., Ltd.
集团目标：集聚精英、抱团整合、规范运行、上市融资、扩大嵊州领带乃至真丝产品知名度；搭建价值链上游——设计研发、品牌营销、物流配送、智能化、信息化等各类产业公共服务平台，为打造“全球真丝产业集聚地”配套成龙，夯实基础。
Group Objective: Achieve elite gathering, collaborative integration, standardized operation, listing and financing, as well as expanding awareness of Shengzhou neckties and even silk products; build the value chain upstream- design and development, brand marketing, logistics, intelligence, information and other types of industry public service platform, and lay solid foundation in forming complete set of "the global gathering place of real silk industry".
集团定位：错位经营，专营品牌，提升价值链话语权；搭建平台，服务企业，做强做精真丝产业。
Group Positioning: Perform multi-position management and specialize in brand, and enhance the right to say of the value chain; build platform, serve enterprises, and grow the real silk industry stronger and finer.
集团使命：走出国门与渠道商合作，收购国外品牌代理权，转变贴牌加工为自主品牌经营。
Group Mission: go abroad and cooperate with the channel, acquire the foreign brand agency, and change the OEM processing into independent brand operation.
2.电商换市。转变经营模式，组建嵊州领带产业跨境电子商务产业园。
2. Relocation of E-Business Supplier. Change the operating mode, and form the Shengzhou Neckties Industry Cross-Border E-Business Industry Park.
园区定位：专营品牌，提升价格话语权，搭建平台，服务电商，做精做强领带产业；
Park Positioning: Specialize in operation of brands, enhance the right to say of price, build a platform, serve the e-business supplier, and grow the necktie industry finer and stronger;
主要使命：国外，进军美国，在美成立跨境电商子公司，设立营销中心、品牌策划中心、仓储物流配送中心。在亚马逊网站建立“嵊州领带”区域品牌销售平台，创设、收购美国本土化品牌，扩大嵊州领带知名度。在美国试点取得成功经验后，再向欧洲拓展。国内，搭建服务平台，在园区内设立产品研发中心、电商培训中心、企业托管中心、物流配送中心、电商服务中心。
Main mission: Enter the U.S. market, establish the cross-border e-business supplier subsidiary in the U.S., set up marketing center, brand planning center, and logistics distribution center. Build the “Shengzhou" regional brand sales platform on Amazon, create and acquire the U.S. local brands, and increase the visibility of Shengzhou necktie. After successful experience at the U.S. pilots, further expand to the European market. Build service platform in China, set up the product R & D center, the e-business supplier training center, the enterprise hosting center, the logistics distribution center, and e-business service center in the park.
组建中领集团和跨境电商产业园，旨在打造自主品牌，提升价值链和产品附加值，逐步掌控价格话语权。要实现这两个设想，需要政府推动、企业主体、协会协调，才能形成三者联动大合唱。
Form the China Necktie Group and cross-border e-business supplier industrial park, designed to create independent brands, enhance the value chain and added values of products, and gradually control the right to say of prices. The realization of these two envisages requires the linkage efforts of government promotion, corporate body and association coordination.
目前，嵊州领带跨境电子商务产业园由全球领带生产份额最大的巴贝、麦地郞两家龙头企业与政府共同出资组建，注册资金1亿元，目标是建立B2B2C跨境平台和有影响力的独立品牌。2016年3月建立独立运作团队，运营和技术中心设在杭州，设计和供应链管理中心设在嵊州，已入驻美国亚马逊、日本亚马逊，铺设400余款SKU，其中近50款已打造成为亚马逊畅销单品；已规划完整的品牌概念和视觉定位；已完成美国、加拿大、日本、欧盟等地商标注册；已建立领带市场销售和包含10万花型的大数据中心；官方独立站正抓紧研发中，预计9月上线；各新媒体平台运营已积极开展；B2B渠道开拓中。
Currently, the Shengzhou Necktie Cross-Border e-business Industrial Park isco-founded under joint investment by Babei and Mcdearm, the two leading businesses with the world's top two largest production shares and the government, and has registered capital of RMB100 million Yuan. The objective is to establish B2B2C cross-border platform and influential independent brand. In March 2016, the independent operation team is founded, the operation and technology center is located in Hangzhou, and the design and supply chain management center is located in Shengzhou. The company has settled in the Amazon US and Amazon Japan, where 400 kinds of SKU are laid out, of which nearly 50 kinds have been listed as the Amazon best-selling single products; complete brand concept and visual positioning have been planned ; trademark registrations in the U.S., Canada, Japan, and the European Union have been completed; neckties marketing and big data center containing 100,000 patterns have been established; the official independent stations are under research and development and expected on-line in September; the operation of each new media platform has been undergoing actively; the B2B channels are under exploitation.
产业园将以国际一流标准的制造工艺、高等的材料、最棒的设计、最酷的购物体验，以原产地直供的成本优势和柔性供应链高度配合，来挑战国外传统渠道和竞品平台。以领带为突破口，辐射到同样目标人群的男士服饰配饰类产品，来达到规模和效益的最大化，力争带动地方产业国际化互联网化创新发展。
The industrial park will challenge the traditional channels and competitive products platform at home and abroad with the world-class standard manufacturing technology, advanced materials, the best design, and the coolest shopping experience highly fit with the cost advantages brought by direct supply from origin and flexible supply chain. With necktie as breakthrough, the industrial park radiates to the men's clothing accessories products of the same target population, maximizes the scale and efficiency, and strives to promote local industry internationalization Internet innovation and development.
