Zhao Huanchen Of Shandong Dai Yin Group: From Product Discourse Right To Brand Influence

　 　 Shandong Dai Yin group Its predecessor was the second cotton mill in Tai'an. In 1996, the enterprise was transformed into Tai'an Dai Yin textile Limited by Share Ltd. Since then, Dai Yin has embarked on a fast track with a new development pattern every year. Today, Shandong Dai Yin has become a group enterprise with 300 thousand yarn spun, weaving 20 million meters and 3 million garments, with sales income of 2 billion 500 million yuan and export earning more than 100 million dollars. With the chairman and general manager Zhao Hui Chen When it comes to such achievements, he talks about the fact that the company is not yet mature. brand building 。

　 From spinning to clothing innovation is the key to brand development.

Speaking of the company's flagship product, Zhao Huanchen said: "from spinning, weaving to clothing, and even trading companies, Dai Yin's industrial chain can be described as the most perfect. In every link of this industry chain, Dai Yin has its own fist product." Silver is the industry that made slubby yarn and spandex core spun yarn earlier, and the corresponding products are also the best in the same products. In terms of fabric, denim and woollen woollen cloth are the two main products of Dai Yin. There are more than 20 kinds of denim fabrics and more than 6000 varieties. The raw materials include cotton, wool, linen, silk and all kinds of differential fibers. The products include various kinds of elastic, mercerized yarn, mercerized cloth, coating, collocation, warmth retention, moisture absorption, sweating, wool, Tencel denim and so on. The wool products are made up of four major products series, namely, rabbit hair, cashmere, wool cotton and plain coloured dyed products, and have formed more than more than 600 product categories and more than 600 kinds of colors. He introduces, from the aspect of yarn, Dai In addition, Dai Yin also set up a clothing brand with high quality and good style to start the market in Shandong.

No matter which link it is, Dai Yin holds certain right to speak, but in Zhao Huanchen's view, the current scale and achievements need further development and innovation. He said: "innovation is an inexhaustible driving force for the development of enterprises. Dai Yin has been insisting on using innovation to lead the development of enterprises throughout the years. The development of Dai Yin is the process of constantly innovating and constantly surpassing."

Speaking of innovation and development, Zhao Huanchen has more words to say: "yarn, Dai Yin has been around the slub yarn and spandex core spun yarn two series of products to do innovative research and development, on the one hand, the company has its own professional team to do independent research and development, on the other hand, according to customer requirements to carry out innovative design. One of the R & D directions is to combine slub yarn with core spun yarn and integrate the advantages of two aspects. In addition, the blending of hemp, cotton, bamboo fiber and other yarns is also a major research and development direction. In regard to denim, Dai Yin has been looking for breakthroughs. On the one hand, it is innovating according to the trend changes. On the one hand, from raw materials to finishing processes, and integrating technology content, the original denim is more varied. Clothing, "Renault" brand has been done for more than ten years, but so far, brand value-added has not been fully reflected, but also needs to further build and promote. {page_break}

　 From cowboy to wool end fabric to consolidate brand advantage

As a group enterprise with more than 20 years' development history and industrial chain, Dai Yin is striving to adjust its structure and innovation in all aspects, so as to make the old enterprise glow with new youth. In Zhao Huanchen's view, the fabric part as an intermediate part is the focus of the current development task.

First of all, denim fabric, Zhao Huanchen said, the proportion of fabrics is larger than that of the enterprises. Cowboy fabric is a major feature of the enterprise. Therefore, Dai Yin has been investing more in the denim link in recent years, and has made the top of the list in the country. He said that Dai Yin was recently trying to transform denim into fashion, taking personalized demand and fashion demand as the starting point, giving play to the advantages of the industrial chain, starting from the innovative research and development of yarn, making its own characteristics and making differentiation. In addition, Dai Yin also highlighted its own advantages through yarn blending and weaving, adding the application of linen and the application of colored cotton, and then made efforts from the finishing work, and made some new changes according to the market and popular guidance, so as to embody fashion and individual needs. Now, Thermolite hollow polyester thermal fabric, Coolmax moisture absorption and sweat perspiration fabric, T400 elastic fabric, colored cotton fabric, cotton wrapped cotton soft fabric, Tencel fabric and so on have formed a perfect denim style product series of Dai Yin.

In terms of woolen fabrics, Dai Yin has been building brand advantages in its constant exploration. After many years of exploration and reform, we first overcome the shortcomings of rabbit hair products, and form a complete set of stable and reliable production processes. After the innovation and improvement of the high-end rabbit fur coat, the handle is fine and Hikaruzawa Jung has been recognized by customers both at home and abroad. In addition, the latest cashmere products processed by mercerized enzyme in Dai Yin also become a major feature of the enterprise with excellent products and unique personality.

The wool cotton coat is another crystallization of Dai Yin's advantages in developing the group and constantly researching and developing new products combined with its own characteristics. Zhao Huanchen introduced that Dai Mao's woollen cotton coat has a leisure and fashionable style and has already had a good market in the market. At the same time, the company's conventional product plain coloured dyed series can meet the needs of small batch and tight domestic and foreign markets. It will also be improved every year according to the market development trend, and the improved new products have already formed a competitive advantage.

Zhao Huanchen said, at present, from yarn to fabric, the brand used by the company is "Dai Yin", and its clothing is Renault. These two brands, with excellent product quality and excellent after-sale service, have established good brand awareness and reputation in the domestic and foreign markets, and have won the trust of their customers. Next, the focus of Dai Yin's work will continue to focus on brand building, further increase the added value of the brand, enhance the brand influence, dig deep into the innovative design of products, and enrich the connotation of the brand.