On Guazhu Road in Keqiao District, there is a European-style building with pale yellow exterior walls, which is quiet and low-key, exuding the calm atmosphere after years of baptism. This special building is the headquarters of Zhejiang Zhonghua Home Textiles Group Co., Ltd. Usually, the chairman of the company Wei Zhonghua works here.

　　"Promote China's textile decorations!" In August 1999, Wei Zhonghua wrote these 11 characters and engraved them on the wall of the company's exhibition hall, showing the enthusiasm and firm conviction of a home textile industry. Now more than 20 years have passed. Looking back, "Zhonghua Home Textiles" has been moving towards this goal along the way.

　　This way, "Zhonghua Home Textiles" has created many firsts in the industry: "Zhonghua" is the earliest registered trademark in the China Textile City market, the first provincial famous trademark in the market, and the earliest recognized in the home textile curtain industry. China's well-known trademarks, and participated in the formulation of industry finished curtain standards...

　　Honor is also coming. National Textile Window Screening Technology Research and Development Center, China's Top Ten Curtain Brands, China's Green Environmental Products, Zhejiang Famous Brand Products...Wei Zhonghua was awarded the "Outstanding Contributor to the Home Textile Industry for 40 Years of Reform and Opening-up" by the China Home Textile Industry Association. At the beginning of this year, "Zhonghua Home Textiles" was also awarded the "2020 Keqiao District Government Quality Award" by the Keqiao District Government.

　　 started from scratch and created the first brand in Textile City

　　 Like many successful entrepreneurs born in the 60s and 70s, Wei Zhonghua also took advantage of the reform and opening up to create his own "home textile kingdom" from scratch. What's even more rare is that he was also the first batch of curtain cloth business operators in the North District Market of China Textile City, and the first registered trademark operator in the market of China Textile City. In 1997, the company registered a trademark under the name "Zhonghua", and since then embarked on the path of brand development.

　　 "Brand development, the first thing to do is to operate with integrity." Wei Zhonghua firmly believes in this. At that time, many fabrics in the China textile city market lacked short sizes. This extensive and brutal growth model was often experienced at the beginning of the industry, but someone must come out to take the lead in standardizing and guiding. "Said it is 100 yards, but most of them are 97 yards and 98 yards. We did the opposite, and they were 101 yards and 102 yards." He said that with such a roll of cloth, our curtain fabrics are better than other business operators. The word-of-mouth is often done in this way. At that time, there is no worry about business. At the best time, some fabrics have to be "grabbed".

　　 From 1995 to 2000, curtain dealers and manufacturers sprung up like bamboo shoots after a rain, and the industry entered its heyday. The curtain operators in the north market of China Textile City have grown from dozens to hundreds of thousands. People from all over the world come to Keqiao to do curtain business. Wei Zhonghua's "Zhonghua Home Textiles" has also grown rapidly with the China Textile City market.

　　 In 2003, Wei Zhonghua established Zhejiang Zhonghua Home Textile Group Co., Ltd., and "Zhonghua Home Textile" became a comprehensive enterprise integrating textile, embroidery, transfer printing, flame retardant composite, and printing and dyeing. In the meantime, the company also launched the slogan "Zhonghua Home Textiles, the same cloth as the world", extended the market from domestic to overseas, and strived to build "Zhonghua" into an internationally renowned brand.

　　Innovative research and development, the first to open wide curtains

"We were the first to deal in embroidered curtain products. At that time, only some state-owned enterprises like Shanghai, Shandong, and Jiangsu had embroidery machines. Their products were sold to foreign markets as a quota in addition to being sold in large shopping malls. "Wei Zhonghua recalled that at that time there was no domestic embroidery machine factory specializing in the production of multi-head and multi-color embroidery machines, and imported embroidery machines were relatively expensive. The company first made embroidery curtains by processing finished products in state-owned enterprises in Shanghai, and then sold them to all parts of the country through the textile market. .

　　 With the continuous expansion of business, Wei Zhonghua discovered another pain point in the industry at that time. "The curtain fabric developed in the early days only had a width of 1.5 meters. This width has great limitations. Especially in rural houses, the openings are basically 3.05 meters, 3.3 meters, and 3.6 meters, and the heights are 2.5 meters, 2.7 meters, 2.8 meters, uneven." He said that the two curtains are basically not enough if they are not joined together, and they are not beautiful if they are joined together. In order to solve this problem, the company began to concentrate on the research and development of wide-width curtains and embroidery machines that can embroider continuously.

The curtain manufacturer did not have a wide-width machine, so he went to a clothing manufacturer. Using the original imported wide-width textile machine, the two pieces were assembled into one to make a curtain cloth with a width of 3 meters. In this way, the curtain cloth was successfully transformed from a narrow one to a wide one. Width. What about the multi-head multi-color embroidery machine without continuous embroidery? The company went to an embroidery machine company that produced few monochromatic heads to talk about cooperation. After more than two years of joint research and development, the company finally produced a multi-head multi-color embroidery machine with 15 heads and 6 colors. Embroidery solved the bottleneck of the narrow door width of curtains and the inability of continuous embroidery at that time.

"In this way, the curtains can be hung horizontally. The width of the door is 3 meters as the height, and the length can be unlimited. The curtains are both beautiful and practical." Wei Zhonghua said with a smile. Embroidered wide curtains quickly became popular in the market as soon as they were launched. Get up and drive the development of the market.

　　Establish standards and lead the new trend of consumption

"In the past, we advocated to achieve'people without me, and people with me fine'. Later, I proposed to achieve'people with me create', and'clothing' with the world. Now, we propose that enterprises should guide consumption, Create consumption and stimulate consumption." Wei Zhonghua's words reflect his own "business experience" for many years.

　　 In recent years, consumer groups have changed and consumption patterns have also changed. In the past, curtains were bought directly to the curtain fabric market, but now they are basically purchased online. How to sell curtains online to reduce disputes after purchase? Under the leadership of the China National Textile and Apparel Association, the company will work with Alibaba Curtain Department and some peer companies to explore the standards for finished curtains, and publish the standards for finished curtains in 2019. Speaking of this participation in the formulation of industry standards, Wei Zhonghua feels that it is very meaningful, "The formulation of standards can make the market more standardized and healthy development, and promote the development of the industry to high-quality."

　　 The same is true of the facts. With the release of finished curtain standards, the national finished curtain market is booming. The e-commerce business of "Zhonghua Home Textiles" has also risen accordingly. The company has opened online shops on platforms such as Tmall, JD.com, and Amazon. "Now consumers buy curtains online, as long as they give a size, they can make them in 48 hours and deliver them to consumers." Wei Zhonghua said, and compared with before, the price of curtains has also dropped significantly. "We want to let all People can afford curtains, allowing consumers to change curtains like changing clothes."

This year is the first year of the 14th Five-Year Plan. Next, "Zhonghua Home Textiles" will focus on the international and domestic double cycle article, leading the healthy and sustainable development of China's home textile industry, and continuing to carry forward the great dream of China's textile decorations. Move forward firmly.