Brand Building Rings The Door Of Wealth

Compared with the brand building of garment enterprises, because of the middle end, the brand building of Chinese fabric enterprises has their own brands. distinct Characteristics. Some start with technology, name a series of products according to a new technology, others make articles in the industrial chain, and the objects of brand building involve upstream and downstream products. Though from different angles, these enterprises have become the first channel for developing fabric brand construction. echelon It also opens the door to wealth and development.

Advanced technology, brand building Command guns

A new technology can not only lead to new changes in fabrics, but also enable enterprises to open up new markets and create new ones. value Brand. Austria enterprise Lan Jing group is well versed in this way. The updated products such as modal series, Tencel series and so on have brought new topics to Lan Jing every year. The latest Lan Jing modle Edelweiss is a new fiber produced by new environment-friendly technology. Edelweiss technology combines many environmental advantages, such as carbon neutralization, land occupation and natural raw materials for sustainable development. These factors not only make Lan Jingmo Dyer Edelweiss a real environmental protection fiber, but also start the brand of Edelweiss.

The brand strategy of Mstar Technology Ltd, Shishi Haixing, a leading domestic company in Fujian, is centered around the "shrex". Its brand value also lies in green environmental protection. It is not only the only biomass elastic short fiber that has reached the level of industrial production in the world. At the same time, the raw material of shrex 37% uses non petroleum renewable biomass resources, reducing the dependence on petroleum and petrochemical products, and adopting clean and environment-friendly production technology to develop and produce, which has good ecological environment protection and sustainable development. Compared with nylon 6 fiber produced by petro chemical method, producing the same amount of shrex can reduce 30% of energy consumption and 63% of carbon dioxide emissions, and it is recyclable and recyclable green fiber.

Just having the key technology and not enough to support a brand requires further operation of the enterprise. The advantage of Lan Jing group is that its fiber production plant in Austria is a factory that has achieved an all-round integration in the world. All the production steps from pulp to fiber have been strictly monitored, especially in the whole production process.

For Haixing Mstar Technology Ltd, signing an agreement with DuPont to become the DupontTM Sorona elastic short fiber, the only licensed manufacturer of Schloss in China is only the first step. Next, we need to combine DuPont Co to provide better help and services for downstream enterprises, and even do marketing planning for them. Not only face to face with terminal brands, but also focus on a certain area, and increase the intensity of publicity and promotion. So as to maximize the brand influence of Schwartz.

Extend to the downstream and deliver the brand building baton.

Recently, 2011 textile and garment industry ten major awards announced, Jiangsu Xinshen Group Co., Ltd., "Ma Yi Fang" has won the top ten list of new brands. This is one of the best examples for fabric enterprises to build downstream clothing brands.

Since its establishment, Xinshen group has been focusing on the research and development of flax products and the development of the whole industry. In 2010, the new Shin group introduced a new linen brand, Linyi square, which is linen clothing, linen home textiles, linen ornaments, etc. The products of MAE Fang are flax as the main raw materials. Xinshen group studies the countermeasures according to the characteristics of linen textile, and makes technical innovations and modifications to flax extensibility and crease resistance, so as to make linen fabrics more refined and have good crease resistance. In 2011, Xinshen group concentrated energy and invested heavily in building "Mayi Fang" brand. On the one hand, we employ famous designers to design brands. On the other hand, the new Shen group, which is located in Mayi Fang, relies on advanced technology to take the lead in realizing the chain of linen spinning, weaving, clothing production and sales, which reduces production costs and truly realizes the popularization of flax products.

The Jiangyin Forster Textile Co., Ltd., renowned for its high-end shirt fabrics, has already integrated the "Forster" brand with the international market. The company not only systematically introduced the world-class fabric production equipment, but also provided the basic equipment guarantee for Forster to produce high quality shirting fabrics, and also the textile factory of the advanced textile industry developed countries such as the United Kingdom, Germany, Italy, Japan and other advanced textile industries, which had fully mastered the two core technologies of dyeing and finishing, and implemented strict product quality testing. At the same time, increased scientific and technological innovation and research and development, and turned from traditional enterprises to technology oriented enterprises, endowed the "Forster" brand with a continuous vitality. Now Forster has become a supplier of world-class shirt fabrics, and has established long-term cooperative relationship with the world's top men's brands, such as Armani, Zegna, Dior and other luxury brands.

After laying a solid foundation, the "Forster" brand carried out the extension of the industrial chain, and launched the "Varpum" high-end men's clothing brand for the 30~45 year old elite consumer group to enter the high-end market of domestic men's wear.

Differentiation strategy, adjust the direction of brand building

The extension of brand building to the downstream sector is not just a fashion brand, but also a subdivision of the garment market in the fabric segment. The representative enterprises in this regard belong to the aspirations group. In recent years, the brand system that the ambitious group has begun to build has already had a large scale. "Cool husband" is mainly based on men's casual fabrics, classic elegance. "Yi Wei Xin" is mainly for women's clothing market, fashions fashionable fashion vane through fashion design; "XINGMAX" focuses on environment-friendly functional fabrics; "Gould family" focuses on high-end market, and provides fabrics for men's brand in the country. The four major brands have clear positioning, covering not only their fields, but also readjustment in different directions.

There are eight subsidiaries of Dai Yin textile company, Sino American joint venture gold Carter denim weaving company, Dai Yin wool spinning company, Renault clothing company, Dai Yin import and export company, and overseas Dai Yin silver clothing group of Dai Yin Sri Lanka apparel company, which has distributed the brand building in all aspects of Shandong. Group trademark "Dai Yin", denim fabric "gold card", clothing brand "Renault" have become outstanding leaders in various fields. From the whole group to every branch, from the chairman to ordinary textile workers, they have won many industry awards and are respected and recognized by customers. Daiyin group has formed an overall brand from top to bottom, from inside to outside. Not only a series of yarn, cloth, woolen and garment products are exported to Japan, Korea, Southeast Asia, the United States, the European Community and other countries and regions, but also enjoy a high reputation in the domestic and international markets. At the same time, the brand of daiyin is also famous. This proves the essence of brand building: building brand is the process of enhancing the comprehensive competitiveness.