为研判国际
In order to judge the future trends of the silk industry and consumption, International Silk Union(ISU) launched the research of Impact of COVID-19 on World Silk Industry and Consumer Market Trends, and publish the report of“Impact of COVID-19 on World Silk Industry and Consumer Market Trends”,“The Impact of COVID-19 on the Italian Silk Industry”.
由于疫情在中国爆发较早并得到了有效的控制，中国国内丝绸企业已陆续复工复产。但国际疫情持续蔓延，经济活动受阻，企业生存发展陷入困境。针对新冠疫情对中国国内丝绸产业及消费市场带来的影响，国家和地方政府对丝绸企业的政策扶持，国际疫情局势变化带来中国企业订单减少、延期、取消等问题，联盟秘书处对部分丝绸企业的复工复产情况和应对外贸形势变化所开展的举措作了进一步的调研。情况如下：
Due to the early outbreak of the epidemic in China and effective control, Chinese silk enterprises have resumed production. However, the international epidemic situation continues to spread, economic activities are blocked, and the survival and development situation of enterprises is in trouble. Concerning the impact of COVID-19 on Chinese silk industry and consumer market, national and local government policy support for silk companies, and Chinese companies’order decrease, delay and cancellation caused by global COVID-19, etc. ISU secretariat conducted a further investigation on the enterprises’resumption and measures taken in response to the global COVID-19. The situation is as follows:
新冠肺炎对世界丝绸产业的影响
Q
您认为此次新冠疫情会给世界丝绸产业和消费市场带来哪些变革？企业在恢复生产和增加销售方面应该如何努力？政府和行业协会应在哪些方面加强保障和提供帮助？您认为丝绸企业应该在哪些方面加强应对措施？
What changes do you think the COVID-19 will bring to the world silk industry and consumer market? What companies should do to resume production and increase sales? What governments and industry associations should do to strengthen the safeguards and provide support? What measures the companies should strengthen to response the epidemic?
俞岳南
中国纺织品商业协会副会长兼丝绸专业委员会会长
丝绸内贸企业损失相对较好。疫情期间正值丝绸销售的淡季，主要损失来源于租金和员工工资，规模以上的内贸企业预计损失2亿元。未来，内贸企业面临的主要挑战是整体消费受到压制，进而影响丝绸销售，全年预计销售下降10%以上。丝绸属于纺织产品里的奢侈品，非生活必需品，整体消费萎缩将影响到丝绸消费。丝绸内贸企业规模相对都不是很大，传统企业居多，资金杠杆率较低，抗风险能力较强，预计此次疫情不会导致丝绸内贸企业的大规模倒闭。
Silk domestic trade enterprise losses are relatively good, during the epidemic, it was the off-season of silk sales. The main losses came from rents and employee salaries. The loss of above-scale domestic trade enterprises is expected to be 200 million yuan. In the future, the main challenge faced by domestic trade enterprises is that overall consumption will be suppressed, which will affect the sales of silk. The annual sales are expected to fall by more than 10%. Silk is a luxury item in textile products, not a necessity of daily life. The overall consumption shrinkage will affect silk consumption. The scale of silk domestic trade enterprises is relatively small. Most traditional enterprises have relatively low capital leverage ratio and strong anti-risk ability. It is expected that the epidemic will not lead to a large-scale closure of silk domestic trade companies.
随着国际疫情的大规模爆发，中国全面恢复人员流动延后，造成消费恢复受影响，丝绸内贸产销企业的损失在扩大。收缩企业扩张、开拓线上销售将成为今年的内贸丝绸企业的重要策略，以减少损失度过难关。
With the large-scale outbreak of international epidemic, Chinese staff turnover resumed fully delayed, which has affected the restoration of consumption. The losses of silk enterprises in domestic trade production and sales are expanding. Shrinking the enterprises expansion and opening up online sales will become an important strategy for silk domestic trade enterprises this year to reduce losses and overcome difficulties.
王晓辉
重庆市茧丝绸行业协会会长
重庆宏美达欣兴实业(集团)有限公司董事长
如果政府给企业的政策不能落到实处，那么政府的作用已经微乎其微，面对市场，企业应该“自救”。加强产品的品类对接，多方沟通，开发创新一些适合多区域、多层次、多属性、价格梯级的产品和客户群体。针对现在蜂拥而至的医用产品市场我们认为一是比较小众、二是没有价格、三是没有消费价值、四是有时间和空间的限制，不可能形成新一轮丝绸消费峰值。针对目前全球不断变化的疫情，企业更应该做的是有效的存活，减少投资扩张甚至是不能投资。惟其如此，我们才有明年，才有未来。输了今年，我们不能把明年搭进去，疼痛的清醒，好过意气用事和面子！
If the government's policies for enterprises cannot be implemented, then the role of the government is minimal. Faced with the market, the enterprise should help by themselves. Enterprises should strengthen product category docking, multi-party communication, and develop innovative cascading prices products and customer groups that are suitable for multiple regions, multiple levels, multiple attributes. In view of the medical products market that is now peaking, we believe that: first, it is minority; second, it is no price; third, it is no consumption value; last, it has the time and space restrictions. so, It is impossible to form a new round of peak of silk consumption. In response to the current changing epidemic in the world, what enterprises should do is to survive effectively, reduce investment expansion, or even not invest. Only in this way can we have next year and future. After losing this year, we can’t take it in next year. It’s better to be painful sobriety than to be emotional and Image.
郑今欢
浙江理工大学《丝绸》杂志社社长
目前新冠疫情在中国国内得到初步控制，但海外疫情在继续蔓延，丝绸行业在前期受国内停工停产影响的基础上，又遭遇了外贸
At present, the COVID-19 is under initial control in China, but the overseas epidemic situation continues to spread. The silk industry has suffered a sharp decline in foreign trade exports on the basis of the early impact of domestic shutdowns and production. The industry development is facing huge challenges.
1.丝绸企业需要积*恢复生产，分析、寻找新的消费需求，调整产品结构，注重挖掘和培育内销市场需求。随着国内疫情平息，中国居民的消费会逐步活跃起来，甚至可能出现反弹性消费，企业应该密切关注国内市场，以及国内居民的多层次消费需求；
Silk companies need to actively resume production, analyze and find new consumer demand, adjust product structure, and focus on tapping and nurturing domestic market demand. As the domestic epidemic subsides, the consumption of Chinese residents will gradually become active, and even rebound consumption may occur. Enterprises should pay close attention to the domestic market and the multi-level consumer demand of domestic residents;
2.更加注重
Pay more attention to scientific and technological innovation, focusing on the bottleneck problems in the design and research of new technology, new technology, new products, and transformation and upgrading, including the development of silk protection products and multi-functional silk fabrics in response to the epidemic and other infectious diseases, Industry, academia and research cooperate closely to further speed up the development of new technologies and the speed of marketization, improve internal skills, improve the competitiveness of silk products, and prepare for the recovery of the international market in the future;
3.大力培育和加强线上营销，未来，线上消费将是年轻消费者的主要选择，如何让丝绸商品与消费者之间形成全方位、多层次的场景触达，以形成更高效的营销模式，值得重视；
Vigorously cultivate and strengthen online marketing. In the future, online consumption will be the main choice for young consumers. How to make the comprehensive and multi-level scenario between silk products and consumers to reach a more efficient marketing model is worth paying attention to;
4.希望政府出台相关措施，在落实好国家税费减免、融资便利等措施基础上，进一步加大对丝绸行业的财政资金扶持，帮助丝绸行业顺利度过这一特殊的困难时期。另外也希望行业协会、相关高校、科研院所、行业期刊等为丝绸企业提供更及时的信息资讯、技术服务和科技支撑。
It is hoped that the government will introduce relevant measures to further increase financial support for the silk industry on the basis of implementing measures such as national tax support and financing convenience to help the silk industry to successfully pass this special difficult period. In addition, it is also hoped that industry associations, related universities, research institutes, and industry periodicals will provide silk enterprises with more timely information, technical services, and technological support.
钟秉章
成都蜀锦织绣博物馆馆长
成都蜀江锦院织绣有限责任公司执行董事
公司所在非遗行业(蜀锦织造技艺)属传统行业，类似的有南京云锦、苏州宋锦、广西壮锦等。行业特点：其重要职责之一技艺传承和保护，就产品属性而言，既可纳入非遗，也可纳入工艺品，大部分不能量产，如手工织锦、手工刺绣等，故规模和产能较小，大多数小微企业和前店后厂的作坊式生产，创新能力低、销售模式传统等是目前行业的现状。
The company's non-legacy industry (Sichuan brocade weaving skills) is a traditional industry, similar to Nanjing brocade, Song brocade, Zhuang brocade and so on. One of its important duties is the inheritance and protection of skills. In terms of product attributes, it can be included in both non-legacy and handicrafts, most of them cannot be mass-produced, such as hand-brocade, hand-embroidered, etc., so the scale and production capacity are small. Most small and micro enterprises are the workshop-style production in front of shop and factory behind, low innovation ability and traditional sales model are the current status of the industry.
这场新冠疫情会给中国经济带来巨大的影响，尤其是中国消费市场在短期内将严重受阻，人们将在一个很长的时期内注重刚需，以丝绸、织锦代表的高端消费将出现急剧萎缩，尤其在出口方面会受到较大的冲击。
COVID-19 will have a huge impact on the Chinese economy, especially the Chinese consumer market will be severely blocked in the short term. People will focus on rigid demand for a long period of time, and high-end consumption represented by silk and brocade will shrink sharply, especially in terms of exports.
企业在销售模式上要进行改变。进行互联网环境下消费者关系的重建，这种重建的前提是有品牌、有一定生产规模和较为严格的产品
Enterprises have to change their sales model. Firstly, reconstruction of consumer relations under the internet environment. The premise of this reconstruction is to have a brand, a certain production scale and a more stringent product quality control system. Secondly, product sales and innovation model changes. Utilizing the cultural endorsement of the long history of traditional products, cross-industry cooperation, expand the brand awareness under the premise of gaining benefits, achieve a win-win situation. Thirdly, expand the scope of product services. Carry out online standardized customization + offline personalized customization business, and dig deeper into subdivided demand markets.
希望政府加大对非遗文化保护和传承方面的力度，在政策、资金方面予以倾斜。
It is hoped that the government will increase its efforts in the protection and inheritance of non-heritage culture and give preference to policies and funds.
陈张仁
杭州富强丝绸有限公司董事长
新冠肺炎疫情属于不可抗力，对中小型企业带来经营影响不可避免，此次疫情突如其来，对丝绸行业带来经营困难，体现订单减少，成本大幅上升，出现资金短缺，销售减少，客户之间交流减少，对产品开发功能不能正常发挥，上半年企业亏损面会加大。面对困难，企业需树立足够信心，坚信办法总比困难多，对产品结构调整，开拓市场方面主动出击，不断推出新品种，想尽一切办法与客户多交流，争取更多订单，在企业内部要不断加强管理，特别是要稳定员工队伍，增强企业凝聚力，共同克服困难。
The COVID-19 is force majeure, and its impact on SMEs business is inevitable. The sudden outbreak brought operational difficulties to the silk industry, including reduced orders, increased costs, a shortage of funds, reduced sales, reduced customer communication, and failure to properly function product development, and the company’s losses in the first half of the year will increase. Facing difficulties, enterprises need to establish sufficient confidence, firmly believe that there are always more ways than difficulties, take the initiative to adjust product structure, actively expand the market, continue to develop new varieties, and do everything possible to communicate with customers, strive for more orders. It is necessary to continuously strengthen management, especially to stabilize the workforce, enhance corporate cohesion, and jointly overcome difficulties.
张祖琴
杭州市丝绸行业协会常务副会长兼秘书长
疫情会让产业(企业)思变。杭州部分对于城市旅游依赖较多的丝绸品牌或商家，本次疫情影响*严重，可以借助短视频、直播等手段做消费市场转型；生产型企业此次紧跟形势变化，承担社会责任，保障防疫物资供应的同时，对新型功能性产品的开发也多了些新思路。
The epidemic will make the industry or enterprises to think. Some parts of Hangzhou rely on silk brands or businesses that rely more on urban tourism. This epidemic has the most serious impact. We can use short videos and live broadcasts to transform the consumer market. Production enterprises will closely follow the changes in the situation this time and bear social responsibilities. While ensuring the supply of epidemic prevention materials, there are also new ideas for the development of new functional products.
杭州市政府政策响应和落地速度很快，协会积*配合，做好桥梁，起到上通下达作用。虽然近期不能开展线下活动，但可以通过线上进行信息服务和企业复工帮扶，同时，做好筛选，尽量不给企业增加负担。
The policy response and landing speed of Hangzhou municipal government is very fast, the association actively cooperates to make a good bridge and play a role in up and down. Although offline activities cannot be carried out in the near future, information services and corporate resumption support can be provided online. At the same time, do a good job of screening and try not to burden the enterprise.
李金洲
中央广播电视总台特许媒介总监
1.重视品牌的企业会获得新机，倒逼企业重视各种媒介传播组合。个性化定位准确的细分市场将获得长足发展。
Companies that value brands will get new opportunities, forcing companies to value various media communication combinations. The market segment with accurate personalized positioning will get great development.
2.企业在恢复生产中首要任务是确保安全，保存生产力，在做好品质的同时，还要注重宣传和品牌传播。除了传统线下销售方式以外，加大线上的销售渠道。仅有渠道还不够，现在丝绸行业也是买方市场，酒香也怕巷子深，丝好还需勤呟喝。借助权威媒体展示企业的过硬品质可能会成为一条捷径。
The first task of companies in restoring production is to ensure safety, while doing good quality, we must also pay attention to publicity and brand communication. In addition to traditional offline sales methods, increase online sales channels is needed. Channels alone are not enough. Now the silk industry is also a buyer’s market. The wine is also afraid of deep alleys, and it needs to propaganda if it is good. Relying on authoritative media to show the excellent quality of the company may be a shortcut.
3.政府在税费、金融、
The government can help at the level of taxes, financial, talents, and product promotion. The association can open up some online communication opportunities. After the epidemic, it can do some domestic and international exchange activities.
4.对大企业而言，这是扩张上下游产业链的*佳时机，对中小企业而言：一、独辟蹊径，保证质量注重宣传，冲出一条出路。二、如果没有核心竞争力，那就寻找志同道合的行业同行抱团取暖。无论哪种体量的企业，针对自己的实际情况，注重对应匹配的宣传方式，才能让企业如虎添翼。比如大企业可以借助央视的权威栏目进行全方位的诠释，当然也需要符合上播标准。小企业可以应用好自媒体。
For large enterprises, it is the best time to expand the upstream and downstream industrial chains. For SMEs:1) Open up new paths, ensure quality, focus on publicity, and find a way out; 2) If there is no core competitiveness, then look for industry peers to hug and warm up. Regardless of the size of the enterprise, according to their actual situation, pay attention to the corresponding matching publicity methods to make the enterprise even more powerful. For example, large enterprises can use CCTV's authoritative columns for a comprehensive interpretation, but of course they also need to meet the broadcast standards. Small businesses can use self-media.
