為研判國際絲綢產業及消費走勢，國際絲綢聯盟發起“新冠疫情對世界絲綢產業及消費市場走勢調研”，并陸續發布了《新冠疫情對國際絲綢產業及消費市場走勢調研》《新冠疫情對意大利絲綢產業的影響》等調研報告。

　　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”.

　　由于疫情在中國爆發較早并得到了有效的控制，中國國內絲綢企業已陸續復工復產。但國際疫情持續蔓延，經濟活動受阻，企業生存發展陷入困境。針對新冠疫情對中國國內絲綢產業及消費市場帶來的影響，國家和地方政府對絲綢企業的政策扶持，國際疫情局勢變化帶來中國企業訂單減少、延期、取消等問題，聯盟秘書處對部分絲綢企業的復工復產情況和應對外貿形勢變化所開展的舉措作了進一步的調研。情況如下：

　　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:

　　新冠肺炎對世界絲綢產業的影響

　　Q

　　您認為此次新冠疫情會給世界絲綢產業和消費市場帶來哪些變革？企業在恢復生產和增加銷售方面應該如何努力？政府和行業協會應在哪些方面加強保障和提供幫助？您認為絲綢企業應該在哪些方面加強應對措施？

　　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

　　中國紡織品商業協會副會長兼絲綢專業委員會會長

　　絲綢內貿企業損失相對較好。疫情期間正值絲綢銷售的淡季，主要損失來源于租金和員工工資，規模以上的內貿企業預計損失2億元。未來，內貿企業面臨的主要挑戰是整體消費受到壓制，進而影響絲綢銷售，全年預計銷售下降10%以上。絲綢屬于紡織產品里的奢侈品，非生活必需品，整體消費萎縮將影響到絲綢消費。絲綢內貿企業規模相對都不是很大，傳統企業居多，資金杠桿率較低，抗風險能力較強，預計此次疫情不會導致絲綢內貿企業的大規模倒閉。

　　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.

　　隨著國際疫情的大規模爆發，中國全面恢復人員流動延后，造成消費恢復受影響，絲綢內貿產銷企業的損失在擴大。收縮企業擴張、開拓線上銷售將成為今年的內貿絲綢企業的重要策略，以減少損失度過難關。

　　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.

　　王曉輝

　　重慶市繭絲綢行業協會會長

　　重慶宏美達欣興實業(集團)有限公司董事長

　　如果政府給企業的政策不能落到實處，那么政府的作用已經微乎其微，面對市場，企業應該“自救”。加強產品的品類對接，多方溝通，開發創新一些適合多區域、多層次、多屬性、價格梯級的產品和客戶群體。針對現在蜂擁而至的醫用產品市場我們認為一是比較小眾、二是沒有價格、三是沒有消費價值、四是有時間和空間的限制，不可能形成新一輪絲綢消費峰值。針對目前全球不斷變化的疫情，企業更應該做的是有效的存活，減少投資擴張甚至是不能投資。惟其如此，我們才有明年，才有未來。輸了今年，我們不能把明年搭進去，疼痛的清醒，好過意氣用事和面子！

　　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.

　　鄭今歡

　　浙江理工大學《絲綢》雜志社社長

　　目前新冠疫情在中國國內得到初步控制，但海外疫情在繼續蔓延，絲綢行業在前期受國內停工停產影響的基礎上，又遭遇了外貿出口的急劇下降，產業發展面臨著巨大的挑戰。

　　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.絲綢企業需要積*恢復生產，分析、尋找新的消費需求，調整產品結構，注重挖掘和培育內銷市場需求。隨著國內疫情平息，中國居民的消費會逐步活躍起來，甚至可能出現反彈性消費，企業應該密切關注國內市場，以及國內居民的多層次消費需求；

　　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.更加注重科技創新，圍繞絲綢行業新工藝、新技術、新產品設計研發以及轉型升級中的瓶頸問題，包括為應對新冠疫情和其他傳染性疾病的絲綢防護產品、多功能絲綢面料的研制等，產學研密切配合，進一步加快新技術開發速度和市場化速度，練好內功，提高絲綢產品競爭力，同時也為未來國際市場的復蘇做好準備；

　　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.大力培育和加強線上營銷，未來，線上消費將是年輕消費者的主要選擇，如何讓絲綢商品與消費者之間形成全方位、多層次的場景觸達，以形成更高效的營銷模式，值得重視；

　　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.希望政府出臺相關措施，在落實好國家稅費減免、融資便利等措施基礎上，進一步加大對絲綢行業的財政資金扶持，幫助絲綢行業順利度過這一特殊的困難時期。另外也希望行業協會、相關高校、科研院所、行業期刊等為絲綢企業提供更及時的信息資訊、技術服務和科技支撐。

　　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.

　　鐘秉章

　　成都蜀錦織繡博物館館長

　　成都蜀江錦院織繡有限責任公司執行董事

　　公司所在非遺行業(蜀錦織造技藝)屬傳統行業，類似的有南京云錦、蘇州宋錦、廣西壯錦等。行業特點：其重要職責之一技藝傳承和保護，就產品屬性而言，既可納入非遺，也可納入工藝品，大部分不能量產，如手工織錦、手工刺繡等，故規模和產能較小，大多數小微企業和前店后廠的作坊式生產，創新能力低、銷售模式傳統等是目前行業的現狀。

　　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.

　　這場新冠疫情會給中國經濟帶來巨大的影響，尤其是中國消費市場在短期內將嚴重受阻，人們將在一個很長的時期內注重剛需，以絲綢、織錦代表的高端消費將出現急劇萎縮，尤其在出口方面會受到較大的沖擊。

　　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.

　　企業在銷售模式上要進行改變。進行互聯網環境下消費者關系的重建，這種重建的前提是有品牌、有一定生產規模和較為嚴格的產品質量控制體系；其次，產品銷售和創新模式的改變。利用傳統產品悠久歷史的文化背書，跨行業進行合作，在收獲效益的前提下擴大品牌知名度，實現雙贏；擴大產品服務范圍。進行線上標準化定制＋線下個性化定制業務，深挖細分需求市場。

　　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.

　　希望政府加大對非遺文化保護和傳承方面的力度，在政策、資金方面予以傾斜。

　　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.

　　陳張仁

　　杭州富強絲綢有限公司董事長

　　新冠肺炎疫情屬于不可抗力，對中小型企業帶來經營影響不可避免，此次疫情突如其來，對絲綢行業帶來經營困難，體現訂單減少，成本大幅上升，出現資金短缺，銷售減少，客戶之間交流減少，對產品開發功能不能正常發揮，上半年企業虧損面會加大。面對困難，企業需樹立足夠信心，堅信辦法總比困難多，對產品結構調整，開拓市場方面主動出擊，不斷推出新品種，想盡一切辦法與客戶多交流，爭取更多訂單，在企業內部要不斷加強管理，特別是要穩定員工隊伍，增強企業凝聚力，共同克服困難。

　　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.

　　張祖琴

　　杭州市絲綢行業協會常務副會長兼秘書長

　　疫情會讓產業(企業)思變。杭州部分對于城市旅游依賴較多的絲綢品牌或商家，本次疫情影響*嚴重，可以借助短視頻、直播等手段做消費市場轉型；生產型企業此次緊跟形勢變化，承擔社會責任，保障防疫物資供應的同時，對新型功能性產品的開發也多了些新思路。

　　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.

　　杭州市政府政策響應和落地速度很快，協會積*配合，做好橋梁，起到上通下達作用。雖然近期不能開展線下活動，但可以通過線上進行信息服務和企業復工幫扶，同時，做好篩選，盡量不給企業增加負擔。

　　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

　　中央廣播電視總臺特許媒介總監

　　1.重視品牌的企業會獲得新機，倒逼企業重視各種媒介傳播組合。個性化定位準確的細分市場將獲得長足發展。

　　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.企業在恢復生產中首要任務是確保安全，保存生產力，在做好品質的同時，還要注重宣傳和品牌傳播。除了傳統線下銷售方式以外，加大線上的銷售渠道。僅有渠道還不夠，現在絲綢行業也是買方市場，酒香也怕巷子深，絲好還需勤呟喝。借助權威媒體展示企業的過硬品質可能會成為一條捷徑。

　　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.政府在稅費、金融、人才、品宣等層面可以進行幫扶，協會可以開拓一些線上交流機會，疫情解除后，可以做一些國內、國際交流活動。

　　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.對大企業而言，這是擴張上下游產業鏈的*佳時機，對中小企業而言：一、獨辟蹊徑，保證質量注重宣傳，沖出一條出路。二、如果沒有核心競爭力，那就尋找志同道合的行業同行抱團取暖。無論哪種體量的企業，針對自己的實際情況，注重對應匹配的宣傳方式，才能讓企業如虎添翼。比如大企業可以借助央視的權威欄目進行全方位的詮釋，當然也需要符合上播標準。小企業可以應用好自媒體。

　　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.