Interpretation: New Product Market Bold Innovation Eliminates Crisis

　 For most domestic fabric enterprises, new product development is still "soft rib". The market operation of new product development requires enterprises to be bold in new product mechanism construction, product development process design and brand operation mode. innovate 。

This time, we will focus on enterprises with outstanding performance in independent research and development, and hope that their successful experience can bring some enlightenment to other enterprises in the process of adjustment and upgrading.

New product concept

It is believed that many enterprises have the same feeling when they mention the new product being caught up with the wind. "The first year leads, the second years share, and everyone will have third years". In addition to undertaking the risk of being plagiarized, the industrialization of new products is also an embarrassment for research and development.

Sun Xiankang, the director of research and development of the group, said, "the new products developed in the enterprise in recent years have large sales in the market, but the biggest sales are not themselves, because when they earn the first profit, they are usually imitated by the followers, and some new products are approved by the market or customers, but there is no quantification and no sales."

Therefore, from the point of view of marketing, enterprises comb out the models of product R & D, and classify them into brand-new products, imitation new products, improved new products, forming series new products, reducing cost new products and repositioning new products. Sun Xiankang pointed out that in these forms, the strategy of the enterprise is inclined to brand new products and form two categories of new products.

Under the premise of defining the definition of new products, Sun Xian Kang Further talking about the specific practice of enterprises, such as: increasing the development of mainstream products, achieving "advance, attack, retreat, and defense"; seeking innovative and strong enterprises to jointly develop products and develop the market; serialized the products developed according to specifications, categories or fabric's own colors, styles and uses; finally, from the technical point of view, Sun Xiankang said: "the problem of the rubbing fastness of coated fabrics, the sticky problem, the problems of poor color fastness caused by environmental and climatic causes during storage, and solving them through technical means, transforming the old products into new products."

Clear positioning

New products must first be recognized by the market before they can be produced in large quantities. Operation Promotion is the only way to maximize profits. Therefore, enterprise brand positioning, price positioning, demand positioning, customer positioning and product positioning these subdivision categories should be clear.

The three major brands of the ambition group, "Yi Wei Xin", "cool husband" and "XINGMAX", have a very clear positioning. What products have been developed have a clear direction, and there are clear objects and markets. Sun Xiankang also pointed out: "enterprises mainly rely on polyester, nylon and chemical fiber materials, and a small amount of other fibers will be used to help customers understand this situation. If too many other raw materials are used, it will inevitably affect the R & D effort, resulting in the difficulty of production management and technology management, and also misunderstanding the customer's purchase. "

In order to better illustrate the work done by enterprises in understanding the market demand, Sun Xiankang further pointed out that the customer demand of the Changshu market and the Guangdong market is obviously different. At ordinary times, enterprises will do a good job of investigating the demand of market products one year ahead of time, and visit some representative garment enterprises to communicate with them, so that they can have a pertinent understanding of customers and research products that are suitable for the market, and sometimes even need to make minor adjustments to certain products, such as color and touch, so that they can meet the requirements of customers. When recommending products to customers, the law of proportions of 2: 6: 2 is usually used, that is, 20% for new products, 60% for mature products, 20% for old products or for improving products.

Speed advantage

In the view of He Shixian, R & D director of Xu Rong Group, the rapid entry of new products into the market is not only the embodiment of R & D capability of enterprises, but also can take advantage of speed, reduce R & D costs and improve the market share of new products.

He Shixian said that the selection of yarn for sports and leisure fabrics is very large, and the weaving process is more complex than the normal suits and professional clothes. The printing and dyeing process is also a collection of various technologies. So all departments of the enterprise are responsible for the development of professional talents, and then the integration is complicated. "Because the combination of sports and leisure is very close to fashion, it is very fast from R & D to sales. If it is not for the popular sensitivity, strong R & D capability and excellent manufacturing technology, it is very difficult for enterprises to survive in sports and leisure."

It should be emphasized that speed is not at the expense of quality and service, but is reflected in the results of a lot of work. To enable new products to enter the market quickly and effectively, we need to analyze and predict product trends, use their brand strengths, adapt to and change customer preferences, pay close attention to competitors' trends, and observe and react at any time to maximize customer satisfaction. He Shixian said, "only in this way can enterprises exchange profits for higher profits in return."

Referral means

Chen Baojian, director of Tianjin Tian Fang Klc Holdings Ltd technology center, said that in 2009, the company chose to adjust the product development cycle from year to season to suit the development cycle of the clothing brand. This is also the practice of many fabric enterprises. In order to gain the initiative in competition, choose to cooperate with downstream brands. Different from the previous sample processing, the cooperation mode that fabric companies are trying to achieve now is to jointly develop new products with downstream brands, or even guide the downstream trend.

In the development process, whether the product meets the needs of clothing is an important criterion. "Fabric is appropriate or not, only to wear on the body to judge." Chen Baojian said, "every month, the company will design new fabrics into clothing, and then organize technical experts to score from color, flower type, style, handle, texture, raw material selection and organizational structure design, and use it as an incentive assessment for fabric designers. This way also increases the chance of products being selected by customers."

In addition to the intuitive display of fabrics made of clothing, the sample book is also a display tool for customers to introduce new products. Good sample books often inspire the inspiration of fashion designers, and are the embodiment of the control degree of fashion enterprises to the trend of fashion. Chen Baojian also had some thoughts on this: "as the carrier of fabric recommendation, we have both the theme catalogue, the four themes of spring and summer and autumn and winter. There are also special samples of shirts, skirts, trousers, windbreaker, jackets, and a sample book specially developed for brand customers."