Three Stages Of Market Promotion Of New Chemical Fiber Products With Chinese Characteristics

Enterprises must correctly analyze the history and current situation of China's industrial development, understand our national conditions and culture, learn and absorb advanced experience from other countries, and integrate and refine them, and establish a new market promotion mode with Chinese characteristics for chemical fibre products: with official strength, choose excellent partners, use third party agencies to suspend labels, and formulate quick standards for the end brand.

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The first step is to rely on official power.

With the help of official strength, products can not only be supported by official powerful resources, but also help consumers to trust products more.

In the early stage of building a brand, relying on the official image and supplemented with necessary publicity, enterprises can not only save money, but also minimize the risk of the enterprise and the market.

The second step is to choose excellent partners.

Take the promotion of DuPont Leica brand as an example.

The DuPont Co set up an industrial chain management plan with "Leica" as the center, linking the textile enterprises with "Leica" elastic fibers, and developing the global fabric manufacturers to directly share new concept technology cooperation.

For the fiber sales and spinning manufacturers, the power of franchising is provided, and the supply chain cooperation network is formed for the fabric producers to adopt the strategy of certification project, raw material production, upstream and downstream enterprises.

This can implement a unified product management and technical supervision measures to ensure that all parts of the raw materials and technologies are consistent with the "Lycra" standard, thereby ensuring the quality and reputation of the "Leica" whole industry chain products.

The third step is to use the third party mechanism tag.

The issuance of unified tag will become an important link in the construction of high quality fiber International (domestic) supply chain and sales system engineering, which will be carried out by the specialized agencies under the third party organization, and the production and sale of the suspended fiber products should be carried out in full accordance with the relevant standards.

The scope of certification includes: first, safety and functional certification; the two is component authentication, such as fiber composition and content ratio.

The products that need to be evaluated must pass strict examination and approval conditions. After issuing the tag, the third party organizations will implement the whole process supervision and guidance according to the actual situation, and guide the downstream use by adjusting the technological parameters, implementing the fixed proportion (blending, interweaving), selecting specific equipment, and developing new products in cooperation.

Unified

The third party mechanism will become a new measure to promote the harmonious development of the industry and serve the enterprises. It will also become the new carrier leading the domestic innovative high quality fiber to the market.

The fourth step is to set standards quickly.

In order to solve the practical problems faced by enterprises in the absence of standards, the China Chemical Fiber Industry Association will formulate industry association standards for new products according to the application of enterprises, and will play a certain reference role in formulating, reporting industrial standards and national standards.

The fifth step is to rely on the terminal brand.

Since the formation of the brand takes a long time to accumulate and a large amount of capital to invest, it is a good policy to rely on the terminal producers to form a joint brand only by relying on the fact that the enterprises themselves can not directly visualized the raw materials in front of the consumers.

The so-called terminal brand is to cooperate with the well-known terminal brand and work together to build the brand.

By creating a joint brand, it helps to integrate resources between manufacturers and distributors, and enhance the stability of product resources and channel resources.

Take soybean fiber as an example.

After experiencing excessive publicity and ambiguous market positioning, soybean fibers began to cooperate with well-known fashion brands in specific areas to re-enter the market.

At present, soybean fiber is only suspended for one kind of underwear.

This special mode can strictly control output and product quality, and guarantee a certain price level.

There are three stages of market promotion for new chemical fiber products with Chinese characteristics.

The first stage is the determination of the target market, that is, to locate the product, then to combine the product with the official to get the high recognition mark and strong resources support.

The second stage is to collaborate with fabric producers to develop fabrics, and then design, produce and sell garments, or rely on the terminal brand, directly cooperate with the terminal brand to create a joint brand.

At this stage, the production standards should be unified through the fast standards of the association.

The third stage is the tag and brand promotion.

The third party organization, with a unified image as the product tag, can not only guarantee the quality of the fiber, but also accelerate the establishment and perfection of the reputation of the fiber production enterprise, and at the same time, help the brand protection.