诸暨电脑绣机为何领军全国?
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虽是隆冬季节，诸暨浣东街道――中国电脑机绣之乡，依旧流光溢彩，春意盎然。
2006年对于电脑绣花机企业来说是丰收的一年。无论是国内市场还是国际市场，对电脑绣花机的需求量仿佛一夜之间全都暴涨，根据协会对行业主要电脑绣花机生产企业的统计，2005年多头绣花机产量与去年同期相比增长了43.31%。从2004年到2006年底，诸暨的电脑刺绣机生产企业从原来的30家发展到250余家，绣花机产量占全国总产量的45%左右，如今，诸暨一跃成为我国绣花机产业的重要生产基地，在国内已是三分天下有其一。
强化研发：突围的“杀手锏”
尽快掌握产业的核心技术和提高系统集成的能力，形成一批拥有自主知识产权的技术、产品和标准，这是企业决胜市场的利器，也是电脑刺绣机产业得以青春长驻的秘方，强化研发是实现这一目标的最佳途径。
诸暨市委、市政府和浣东街道及时出台了一系列扶持政策。在园区建设、土地使用、资金支持等方面，重点支持电脑刺绣机产业的科技攻关、新产品开发、引进、转化和推广科技成果，扶持基地科技创新体系和市电脑刺绣机协会及科创服务中心建设。诸暨力嘉计算机有限公司在诸暨市政府的支持下已经着手研制电脑控制系统，同时有数家企业设立了研发机构，并已初见成效。
诸暨的企业可以和国内的科研单位、大专院校加强科研协作，使制造优势与他们电脑控制的研发优势很好地融合起来，同时把企业自己的科研机构建起来和强起来，探索与世界上电脑绣花机制造最先进的企业合资合作的可能性。这是电脑刺绣机产业向中国转移的大势所趋，也是他们自身实力能够吸引他们来的魅力所在。
机械质量：突围的着力点
诸暨市的电脑刺绣机品质关键在机械部分，机械部分的重点在于零件的质量和装配的精度。
目前刺绣机企业的大部分零部件均为外部购进，而一些零部件的生产厂家面对市场的低利竞争，在经济利益的驱使下，或以次充好，或偷工减料，这对诸暨电脑刺绣机的整体品牌是一种严重伤害。为此，诸暨刺绣企业着眼长远，以品牌形象为重，建立严格而可核查的零部件采购制度，从源头上保证零部件进厂的质量。其次，选择典型示范，并辅之以必要的检查手段，促使零部件生产企业整体质量得到改善。
装配的精度直接关系到刺绣机的稳定、使用寿命、刺绣产品的质量。如今诸暨电脑刺绣产业有一大批熟练的装配工，立了一套培养、管理熟练装配工的制度机制，建立和完善了装配精度的检测设施、检测程度，提升装配精度。
售后服务：突围的大文章
售后服务是诸暨电脑刺绣机产业链上不可或缺的一环，不少企业在产品使用、技术指导、人员培训、设立维修点、技术员上门服务等方面做了大量工作，在为用户带来诸多使得的同时，也给企业赢得了声誉和效益。售后服务同其他产业一样，产品的销售模式眼下正在从“产品营销”向“服务营销”转化，这是市场逐渐成熟和人们理性消费的必然结果，故企业不仅要打造产品品牌，更要打造服务品牌，从大服务营销理念入手，把技术服务、亲近服务、快捷式服务、保姆式服务、电脑刺绣设备专家式服务等形式自然地融合在一起，使服务无所不在、无时不有，真正使售后服务成为企业决胜市场、赢得用户的一大法宝。
行业标准：突围的话语权
诸暨电脑刺绣产业的定位是打造国内电脑刺绣产业基地。要真正成为全国性的基地，没有行业标准制定的发言权、参与权，产业影响力就会大打折扣，企业会处于更加被动的地位。行业标准的制订，规范企业生产行为，保证产品的质量和技术性能，保护行业骨干企业，遏制假冒伪劣产品，促进行业技术进步和整体质量水平的提高上下大力气。为此，诸暨刺绣企业参与制订或起草行业标准，并通过邀请行业协会的领导前来考察指导，主动参加或主办各种缝制设备展览会和服装设备展览会，通过产品和企业形象展示，逐步确立自身在行业中的独特地位和风采魅力。
如今浣东街道在建技改项目有23只，其中千万元以上项目17只。在改投入强势推进的同时，浣东街道的自营出口也是一路高歌，尤其是电脑刺绣机行业，挑起了2006年自营出口的大梁。目前，街道共有自营出口企业23家，其中有3家企业在国外设立窗口5个。2006年前十月，街道电脑刺绣机行业实现自营出口达4200万美元，同比增长70%。
Powerhouse of Computerized Embroidery Machines
By Wang Guochan
Huandong Neighborhood in Zhuji, Zhejiang Province is the powerhouse of China’s computerized embroidery machines, accounting for 45% of the national total in 2006. Now the booming neighborhood is home to 250 manufacturers, a sharp increase from 30 in 2004. The overnight takeoff of the manufacturing industry of embroidery machines has been a fast response to the robust market demand both at home and abroad.
The local government has adopted favorable policies and the local industry itself has taken measures to boost quality, sales and services. These actions have contributed to the booming of the industry and will continue to play a crucial part in the continuation of the flourishing development.
The core technology and system integration are two crucial factors to boost the market share of the embroidery machines made in Zhuji. In order to boost the industry technologically, a complete range of policies has been released for technological innovation, business startup, capital, land use, facility construction, and collaboration with research institutions.
The key element in maintaining and raising the quality of embroidery machines lies in the quality of mechanical components and the precision of installation. In order to assure the quality of outsourced components, local manufacturers have established a quality inspection system and conduct rigorous inspections. The manufacturers have also developed a sound system to maintain a steady taskforce for machine installation, and a quality system to assure installation quality.
After-sale service is an important and indispensable factor for boosting the local industry. Many manufacturers have devoted resources to post-sale services. They provide training courses, set up maintenance outlets, provide door-to-door technical support, technical guidance, etc.
In order to further consolidate their market share and have a say in the industry, the manufacturers in Huandong Neighborhood are trying to make themselves heard and felt. They want to participate in formulating industrial standards, standardizing manufacturers¡¯ production conducts, assuring quality and technical specifications, maintaining a favorable environment so that the manufactures have a better opportunity to survive and flourish, crack down on fake products, promote technological advances, and maintain the overall quality of the local manufacturing. To realize all these objectives, the embroidery-machine manufacturing industry in Zhuji has participated in formulating regulations and standards, invited leaders of professional organizations to inspect the local industry, and take part in exhibitions and sales promotions. They hope that this full exposure will enhance the standing of the industry.
So far, three manufacturers have set up sales outlets abroad. And 23 manufacturers are engaged in exporting their embroidery machines. By October 2006, the export volume had amounted to 42 million US dollars, a 70% increase year on year.
(Translated by David)