Successful Docking Of Fabric Enterprises And Downstream Garment Brands

"Do not know the so-called design less", "they began to pay attention to the market, the product and the market is still more closely linked", "only after the enterprises know that the cowboy fabric is washed and recommended again, it can be seen that their marketing awareness is strengthening".

Communication details

Fabrics of Otto International (Hongkong) Co., Ltd.

It has been a long time to deal with domestic fabric enterprises. Wang Xin has seen the progress of many enterprises. Of course, there are many "unprofessional" and "unrigorous" things.

"If you directly contact fabric producers, especially small and medium-sized enterprises, you will encounter more problems."

Wang Xin said, "generally speaking, if there is no cooperation before, then we need to understand the basic conditions of production, production capacity, internal and external sales, etc., but they are not clear about these contents."

In Wang Xin's eyes, they promise "we can do what you need". In fact, they are not sure whether they can do it or not.

Although these SMEs are inadequate, they still have opportunities to cooperate with international buyers such as Europe.

Wang Xin said that sometimes a small quantity of orders, delivery time is more urgent, big factories are generally difficult to have a schedule, and Europe will choose to cooperate with some small and medium enterprises with relatively good qualifications, they will pay more attention to small orders.

"But only paying attention to it is not enough. We need to feel the expertise of the manufacturing enterprises in communication so as to further finalize the details of price, quantity and delivery date."

Flexible standards

"The standard of innovative products can not be followed up in time," Sun Xiankang, director of R & D group, is a prominent problem in R & D.

I believe that many enterprises that independently develop new products will have the same feeling. Many of the innovative products are not available standards for reference.

Lv Tieshan, the manager of the new project Department of Li Ning Co Ltd in Beijing, has recently been concerned about the fragrance. The microcapsule can produce fragrance through finishing and attaching to the fabric.

Due to the different tastes of each person and the fastness to washing, the volume of flavor fabrics is relatively small.

"But another important function of microcapsules is to adsorb odors. From this perspective, the future is still optimistic."

Lv Tieshan said.

When developing the fragrance fabric, the domestic fabric enterprises should ensure the water washing fastness of the microcapsule. How to make this standard, Lv Tieshan's analysis is very rational: "the general fabric enterprises will guarantee the water washing fastness at about 50 times, but in my opinion, the elimination rate of the summer T-shirts is very high. According to the two times a week, the frequency of washing is about 20 times. The high standard will only increase the operation difficulty and cost of the fabric enterprises."

From Lv Tieshan's remarks, two revelations can be drawn: first, new products should be sold with high cost performance; functional R & D should be both practical; two, the standard of fabrics should be formulated from the perspective of garments, taking into account the current consumer habits and habits, and so on, so as to achieve standard unification with downstream clothing brands. Sometimes it helps to reduce the burden of fabric enterprises, and is also conducive to the successful marketing of new products.

Unblocked information

Lining's fabrics are basically provided by domestic manufacturers. In Lv Tieshan's view, some of the top domestic fabric enterprises are more concerned about research and development, and clothing brands are also thinking about how to cooperate with these enterprises and how to use these fabrics.

"Every quarter of our product development will come up with a clear plan, and we will also seek information from the long-term collaborative fabric companies to understand the latest raw materials and the latest functions."

Lv Tieshan said, "on this basis, we will choose effective information such as yarn, weaving, dyeing and finishing technology."

However, when introducing new products, fabric companies should use intuitive ways to tell their customers the use of fabrics, which is very important to Lv Tieshan.

The common method is to make clothes or use the sample book, "some foreign capital or Taiwan funded fabric enterprises, they provide new samples, and the pictures and colors match well the use of fabrics."

In 2008, Lining launched the "cool feeling series". At that time, it was a new product of the leading fabric supplier in China. It was seen by Lining that there are potential business opportunities. Of course, many clothing brands have introduced "cool feeling" functional fabrics in summer, and the marketing strategies of different brands are different. But this function has been recognized by the market, and it will become a popular trend, and its functions will also be improved and perfected.

The company has established long-term cooperation with Europe, such as Mei Xinda, Donghua Huaqiang and so on. In Wang Xin's view, their way of work is very orderly: they will know the buyer's brand demand in advance, recommend the bestsellers that are making big purchases for other customers, and the entries for the quotation are very clear.

Wang Xin stressed: "experienced enterprises will provide samples for buyers to make samples, and many foreign customers will make such requests.

In addition, when recommending yourself, you should tell your customers their current brand customers, especially to highlight the same grade or grade one with the customers.