Layout Of Fabric Enterprises: Segmenting The Market, Making The Articles Bigger And Professionally Adding Brand Points.

discuss Fabric enterprise Whether or not you need to create your own brand is not a new topic. Nowadays, brand represents the choice of most people to a certain extent. In people's opinion, it is basically reliable to rely on the brand to determine the quality of the product. And fabrics as textile raw materials, not directly facing consumers, and clothing, home textiles such terminal consumer products are very different. So, fabric enterprises want to rely on brands to expand their influence in the industry, we must find a relatively effective means. From the current industry situation, it is more meaningful to explore the specific practice of fabric enterprises than whether they need to create brand names.

Brand management is a long-term process and a process of value accumulation. It can be seen that at present, there are a number of growing SMEs in the industry. Their flexible brand strategy has made them stand out in many enterprises.

To subdivide market Enlarge articles

"The products of the enterprise are mainly polyester and nylon. The reason why we insist on that is that the chemical fiber cold proof clothing is our strength, and it is also aimed at clearly positioning the enterprise products and making it convenient for customers to purchase." According to Huang Zhi Xiang, executive director of ambition group, fabric brand is directly linked to product category, which is a major premise for enterprises to provide directional development for customers.

In the brand segmentation plan of the ambition group, men's and women's fabrics have their own brands respectively, and the other sub brand "XINGMAX" is created in accordance with the current trend of low carbon economy. It can be seen that whether it is from the overall product positioning of the enterprise, specializing in the fabric of chemical fiber cold proof clothing, or the next brand segmentation, "small and fine" is the aspiration throughout. Brand concept 。

It is a common understanding of many enterprises to divide the fabric market into layers and find suitable small areas for enterprises. For fabric enterprises who want to create brand image, whether they can identify the brand positioning is the key factor for success. At present, some of the growth fabric enterprises we have seen have a great relationship with their ability to stand out in the small fields.

Chen Dongliang, deputy general manager of import and Export Department of Jiangsu Hua Jia silk Co., Ltd., told reporters that silk knitted fabric is a pillar product of the enterprise. It is different from the wrinkling characteristics of woven silk fabrics. Knitting technology can effectively avoid wrinkling problem. This high-end positioning product has been recognized by domestic and foreign markets, and has won a large number of orders for enterprises, especially foreign customers. The same is cotton denim fabric. Guangdong Xintang Zhicheng weaving factory chooses to advocate the concept of "green denim", adopting the latest environmental protection fiber, environmental dye, environmental protection technology, products and corporate brand image integration, and has won high added value for the enterprise.

Professionalism adds bonus to brand

Among the well-known concepts, style, fabric and color are three elements of clothing, of which fabric and color are generated in weaving. Fabric can not only explain the style and characteristics of clothing, but also directly affect the style and effect of clothing. That is to say, fabric companies need to convey professional information to downstream businesses while selling products.

It can be seen that when some clothing brands introduce products to consumers, they will take the function of fabrics as a major selling point. The most familiar feature should be the seven wolves' scientific and technical clothing: the 8 millimeter windbreaker fashion windbreaker; the three defense jacket and three pairs of trousers with antifouling, wrinkle proof and anti-theft functions.

Of course, the most intuitive expression of the professional fabric of the enterprise is actually the product. In the view of Yang Bin, manager of Xintang Cheng Cheng, it is a good time to stand out from the innovative products. In practice, we have adopted the most pragmatic and effective means: the Tencel cowboy fabric developed with Lan Jing, the XLA elastic denim fabric developed by Dow and the environment-friendly slurry of Klein. It is the practice of many enterprises to borrow the strength of other advantageous enterprises and enhance the professionalism of fabric enterprises.

Huang Zhi, executive director of the ambition group, emphasized the importance of the combination of product function and fashion when talking about the new brand "XINGMAX". In his view, the independent research and development of functional fabrics is a professional display of enterprises, and can absorb their own heat, absorb infrared and other functions are the next direction of the brand. As an advantage product of the winter clothing, the company also tries to blend the cotton and hemp and chemical fiber. The fabric feels woolen and is very comfortable and warm. This is the result of many years' research on the cold resistant fabric.

Refreshing means of promotion

In the past, the methods used by textile enterprises to promote brands were relatively simple. Participating in trade exhibitions at home and abroad, or making every season fabric into product manuals, so far, it is still the two commonly used means of fabric enterprises, but only changes in the form of expression. For example, Tianjin Tian Fang will make multiple product manuals according to the end use of fabrics, and will also produce a product manual specifically for the brand according to different clothing brands.

Of course, there will also be a way to promote people's eyes, such as salon, to invite key customers to participate in the new product exhibition. Some foreign exhibitions are often adopted and are accepted by some domestic fabric companies. "Domestic fabric companies are too few to make product shows, but in my view, this work must be done and breakthroughs must be made." Huang Zhi expressed his view. For key partners, enterprises will choose salons in Beijing, Shanghai, Guangzhou and other cities. The fabric will be made into costumes for invited customers, and business will be discussed in a relaxed and pleasant atmosphere. Huang stressed: "good and bad fabrics need to be determined through ready-made garments, and with the help of ready-made garments, it can be very intuitive to tell the characteristics and scope of application of fabric designers."

It is also influenced by this idea that the ambition group participated in the pioneer design activities of China Fashion alliance held in March this year. This activity is based on the creativity of the new generation of designers, the latest fabric products, and the dissemination of creative fabrics to the downstream brands and purchasers. This breakthroughs have attracted the attention of the industry and deepened the influence of fabric enterprises in the industry.