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Brand Tussah Industry

2011/6/14 16:40:00 82

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Today's Chinese tussah silk industry can only produce large staple goods or provide cheap raw materials for Europe and India. It can be said that in the international division of labor, China's tussah silk industry is always at the low end of the value chain and is in the position of working for Europe and even India.

If we want to end this situation and make China's tussah silk industry develop rapidly, we must establish our own international brand.

Tussah industry needs brand creation

Brand is the banner and symbol of an industry. Under the current market environment of global economic integration, an enterprise or an industry can not be foothold without its own brand. The market without strong brands is bound to lack stability.

Brand is the most powerful guarantee for the sustained, stable and development of enterprises and industries.

Brand represents culture, representing high technology content, representing high added value, and more representative.

Consumer

High loyalty to its products.

Setting up brand is not only the needs of the development of enterprises and industries, but also the requirements of consumers.

Today's consumption is not only a physiological need, but also a psychological satisfaction.

Affluent Chinese need brand products to meet their psychological needs of showing their taste and personality.

Just imagine that if China's tussah silk industry can set up an international brand, then the development of tussah silk industry in China in recent decades will not be so tortuous.

In the past few years, the "cocoon war" and the tussah silk price increased from 240 thousand yuan / ton to 500 thousand yuan / ton, which seriously affected the stable development of tussah silk industry.

Why does the price of raw materials have such a big impact on the development of tussah silk industry? The reason is that there is no brand, the added value of products is too low to digest large raw materials, so the production block and sales volume of tussah silk industry will inevitably be reduced, and the development of the whole industry will be at a low ebb.

If there is an international brand with high added value, the price of Tussah Silk raw material will rise by several hundred yuan, which will not have any effect on its production and sale. The brand product can be digested and absorbed completely.

So for China's tussah silk industry, brand is stable, brand is development, brand is efficiency.

Therefore, China's tussah silk industry must develop its brand strategy if it wants to develop.

Tussah industry

Be able to create a brand

China's tussah silk industry is able to create international brands.

Tussah silk symbolizes luxury and taste. It can be traced back to thousands of years. The foundation of the silk industry is in China. The Chinese know silk best. China has deep silk history and culture. These are unmatched by other industries.

On the other hand, tussah silk is a natural and green animal protein fiber, which contains 18 kinds of amino acids and has good maintenance function for human body.

It is called the "second skin" of the human body.

Nowadays, consumers at home and abroad are more comfortable, environmentally friendly and healthy.

Tussah silk has a good function of moisture absorption, heat dissipation and warmth retention, absorbing, absorbing and anti ultraviolet functions, which is in line with market demand and international trend.

China's tussah silk industry has good foundation and conditions to create international brands.

The history of tussah silk industry in China has also proved this point.

In the 50~60 era of the last century, the general and the Duck River silk were unique.

Design

The rough and elegant appearance swept the European market, showing the charm and demeanor of Chinese tussah silk products. It has become a famous brand product in the eyes of foreigners and is enduring in the European market.

The road of China's tussah silk industry to create an international brand is doomed to be long and arduous and requires generations of efforts.

However, as long as the right direction, we can finally establish an international brand.

China's tussah silk industry should establish a brand, first of all, we should establish the brand culture of tussah silk, excavate the national cultural spirit hidden in it, integrate the ideas into the form, incorporate the elements of national life beauty with image thinking, and merge the most modern fashion spirit into it, creating a design leading the fashion life.

In this regard, Liaoning Tussah Silk Science Research Institute has made beneficial explorations, and developed heavy tussah silk mat and large tussah silk sheets. These two kinds of products are of unique design, excellent quality, excellent performance and great brand potential.

Second, we must design tussah silk products with superior quality and function. This is the foundation of creating durable brands, and also the real strength of brand strength.

Third, we must rely on scientific and technological innovation to support the establishment of tussah silk brand with new and high technology.

Fourth, we need to invest in the promotion and maintenance of brand image, such as store image layout, fashion show, exhibition show, image brochure and so on, are all available forms of publicity. These ways can not only increase brand awareness, but also attract potential customers' attention.

Fifth, we need to build the brand by the whole industry.

In the past, there were no brands of tussah silk industry, which were related to small enterprises and large enterprises. Single small businesses could not develop new products and set up brands, and promoted the whole industry to promote the brand of tussah silk.

In short, as long as the measures are effective, brand strategy can be successfully implemented, thus promoting the great development of tussah silk industrialization in China.