Who Lightens The Lighthouse For Brand Navigation?

Fabric Enterprises brand building It is a puzzle for people in the industry. Is the fabric brand targeted at the end users or downstream customers? Is it a product oriented company or a whole enterprise? Image building In this series of problems, Chinese fabric enterprises have gone out of a brand road with their own practical actions.

　　 Eastern Arts and technology research

Brand Keywords: professional down jacket fabric

Brand competitiveness: Dongyi Technology Research (China) Co., Ltd. launched in 2011. concept Called "future fashion down jacket", vice general manager and regional director Wan Yun Wen emphasized many times that enterprises specializes in making down clothing fabrics. The reason for locking down the down market fabric is the interpretation and practice of "professional segmentation and innovation leading" for the current industry characteristics. The first strategy in product development: clear target customers. The second strategy is product development based on product manager mode. Strategy three is the innovation of workflow, known as the "1+3 working group". "1" is an international buyer or trend expert; "3" is product manager, fabric designer, sales manager, and a virtual team composed of them to carry out the development tasks of each quarter. The East Arts Association strictly adhered to the pre inspection, the intermediate inspection and the inspection in the production process. In addition to the implementation of the new national standard 18401-2008, the quality of the test target is higher than the national standard 4 mark system.

Brand comment: when we feel the speed of innovation in the rapid growth of Dongyi technology research, we can also see its important links in product development and resource integration. innovate Vitality.

　 Xu Rong

Brand Keywords: information brings added value.

Brand competitiveness: among the four undertakings of the group, the strategic alliance body is the pioneer team to excavate the value of information market. It is understood that Xu Rong will focus on introducing several new functional fabrics every year. These new technologies are brought by upstream enterprises with close ties with the strategic alliance.

Xu Rong will introduce these potential new technologies and materials to the market, and establish cooperation with downstream enterprises, and then promote them to the terminal market by these brand enterprises. In addition, this year, Xu Rong also took part in the release of CSR. Last year it was released to China. This year is an international release, covering a wider range and richer content, such as environmental technology, labor and capital harmony. All achievements have been achieved by Xu Rong for many years.

Brand comment: the 3000 new products of Xu Rong are aimed at 300 brands around the world. This tests the ability of the enterprise to control information, and the customer is an important source of the latest demand for Xu Rong. Therefore, Xu Rong is not selling fabrics, but selling information. {page_break}

　　 Yi Zhen Jin

Brand Keywords: precise positioning

Brand competitiveness: the fabric brand of Yi Jin textile, floral, refers to mature women's clothing for consumers over the age of 30. In this regard, some designers believe that the company's product positioning is clear, conducive to the design and development of new products, but also conducive to more targeted customers.

Yi Jin Jin often leads design and research personnel to Europe to understand fashion information and feel fashionable atmosphere. At the same time, the Chinese elements are properly added according to the characteristics of the products. The quality of jacquard fabrics, such as implicit, restrained and luxurious, alludes to the traditional culture of China for thousands of years. In addition, Yi Jin Jin jacquard fabric has thousands of pattern patterns and offers more choices for customers.

At the same time, Yi Zhen Jin always used genuine and genuine goods to exchange customers' recognition. We should always treat our customers sincerely and earnestly start from the needs of our customers. The products are genuine and cheap, quality and quality are all up to the highest level, so that we can make profits for ourselves. Of course, we should also make our downstream customers make profits and win a long-term and solid cooperation.

Brand comment: as a fashion designer said, Yi Jin Jin jacquard fabric can be regarded as a high level product. In the past impression, jacquard fabrics were made well in Europe, and many Chinese fashion designers didn't even touch the domestic products. The real gold products made designers have the domestic jacquard fabrics and even all the domestic fabrics. subversion Recognition of sex.

　　 Rainbow Village

Brand Keywords: industry chain

Brand competitiveness: the 4 textile product development award, the 18 China fashion fabric award, 100 new research and development products every year, 7000 tons of knitted fabric per year, 12000 tons of dyed fabric, 20 million mm printed cloth, 1600 employees, 20 years as a day... The above figures are all belong to Zhejiang rainbow printing and dyeing Co., Ltd., as the first professional research and production enterprise in the field of "fashion knitted fabrics", the national printing and dyeing product development base, and the national fashion fabric research and development base.

In recent years, rainbow has not carried out large-scale industrial expansion, but has been upgrading its brand by constantly improving product quality and strengthening internal management. Let enterprises from a "point" development to promote the entire company product "surface" improvement. In addition, rainbow Chong attaches great importance to the maintenance of high-quality high-end customers. It took 5 years to increase domestic sales on the basis of stabilizing export markets.

Always paying attention to and participating in the chain of clothing, let rainbow village have its own distinct view: it is easy to see that the shaping effect of fabrics on fashion is more and more important. Rainbow Chuang's exploratory entry to the lower reaches does not mean that we should get involved in simple clothing processing and production. On the contrary, rainbow Zhuang pays more attention to the close combination of fabric development and fashion design after the upstream and downstream links.

Brand comment: rainbow village relies on its own designer team, from fabric production to build women's clothing brand, which has made an important strategy for enterprises to enter the field of clothing, and has also provided a reference model for many enterprises in Shaoxing who do not know where to go in the future.

　　 Shin Shen group

Brand name: Green flax

Brand competitiveness: as the leader of China's green linen, Xinshen group has been committed to building a complete linen industry chain, realizing the green production, green marketing and brand building of linen products. "Xinshen new Shen" linen fabric has been awarded the 2010 brand new brand of Chinese textile and clothing, and 2011 China's "fabric star" quality service award; "linen Shijia Mayi Fang" is the domestic brand linen brand made by Xinshen group in 2011. The product system covers several series of linen clothing, flax home, linen home textiles and linen ornaments. The new linen fabric developed by Xinshen has the functions of moisture absorption, air permeability, deodorization, bacteriostasis and radiation resistance. It also gives natural, environmental and healthy quality of linen products. Correspondingly, the senior designers invited by the Xinshen group also injected natural and healthy keywords into the brand concept of linen Shijia Mayi Fang, which enriched and unified the brand connotation of "linen Shijia Mayi Fang".

Brand comment: brand innovation and technological innovation have been two important magic weapons for Xinshen group to build a complete linen industrial chain. At present, enterprises have been in the forefront of their counterparts in the field of fabric research and technology innovation, and brand innovation has become the top priority of its industrial chain extension. Xinshen group is making the "flax house Ma Yi Fang" a good brand that the general public can afford. {page_break}

　　 Changsheng textile

Brand Keywords: environmental protection printing and dyeing

Brand competitiveness: this year, cold transfer printing is "hot". Behind the cold transfer printing is Shanghai's Changsheng textile products Co., Ltd. many years of efforts. Cold transfer printing technology is a revolutionary change in the printing and dyeing industry. It breaks through the difficult problem of traditional printing and dyeing, realizes the colorful and diverse colors of clothing, and solves the environmental problems of printing and dyeing industry.

Cold transfer printing technology is environment-friendly and suitable for all kinds of fabrics. It can be used for shuttle fabrics and knitwear, including elastic fabric, cotton, hemp, viscose regenerated cellulose fiber and so on. The width of the fabric is 150~230cm, which greatly extends the application range of fabric material. The advantages of cold transfer technology need not be repeated. Changsheng textile has spent three years, invested millions of yuan, introduced cold transfer printing process and cold transfer equipment, and has been awarded seven invention patents and four practical patents by the state. The products produced by this technology have broken through the green barriers of the European Union and are heading for the world.

Brand comment: under the current financial situation, the export volume of traditional textiles has shrunk dramatically. Changsheng textile has provided the world's most advanced international cold and transfer printing equipment with low energy consumption, low pollution and low emission to the national dyeing and printing industry, so as to enhance the utilization rate of dyestuffs. Perhaps this is the relentless pursuit of Changsheng textile.

　　 Huafu color spinning

Brand Keywords: Responsibility

Brand competitiveness: Chen Ling, President of Huafu color spinning Limited by Share Ltd, said in an exclusive interview with reporters: "Hua Fu's view is that the more gloomy moments, the more needed products and services that can influence fashion creativity and outstanding products. Therefore, the development strategy of Huafu brand in 2012 is not waiting, facing the reality and expanding the new space. We should advocate positive, initiative and creative steps.

In addition, Huafu is also in line with the advanced concept of social responsibility in Europe, and contributes another part to environmental protection and energy conservation. Chen Ling said that the leadership of Huafu has been committed to building Huafu as a benchmarking enterprise. This is mainly reflected in the "quick response, short flow and fast fashion". Once the production links are shortened, natural resources will be saved. This is the advantage of Huafu color spinning products.

Because of the above reasons, Huafu has always provided the market with environmental protection, fashion and parity of quality products.

Brand comment: crisis or crisis, some people think it is "the most rare opportunity in this era". This year, Huafu color spinning is very frequent. Only at the October Shanghai fabric exhibition, the theme exhibition area of the colored spinning and weaving products developed jointly with the national textile product development center and the cotton theme area jointly launched by the Frankfurt exhibition company are enough to be admired. To actively explore and discover new wealth and expand new space is exactly what Huafu has been striving for.

　　 Schwartz

Brand Keywords: biomass elastic short fiber

Brand competitiveness: as a hi-tech and differentiated fiber developed jointly by Fujian Shishi Haixing Mstar Technology Ltd and us DuPont Co, shup is the only biomass elastic short fiber that has reached the level of industrial production in the world. It deserves to become the best interpretation of low carbon environmental protection, comfortable elasticity and natural fashion.

The Shrek silk fabric not only retains the comfort of the elastic fabric, but also has the proper body bones, moderate elasticity, excellent handle and good tensile recovery to give the fabric unique advantages. It is the same thing as MSG, it will not grab the limelight, but will give more advantages to the material. Shroth not only has superior comfort, but also can be regarded as the representative of green environmental protection raw materials. First, raw materials are made from plant based (bio based) fibers, while the production process has low energy consumption and recyclable materials, which can be recycled after being processed. {page_break}

At present, Haixing Mstar Technology Ltd and DuPont have signed an agreement to become the only licensed manufacturer of DupontTM Sorona elastic short fiber.

Brand comment: every new thing will inevitably have this or that deficiency when it is just facing the market. The advantage of Schwartz is that before the product development, the company did not do much publicity, but focused on plant construction and product development, as well as marketing, and found problems and research problems in every link and step to solve the problem. Therefore, when he was first released, he showed up to all practitioners with a mature attitude.

　　 Ambition group

Brand Keywords: omnidirectional brand system

Brand competitiveness: after the early extensive development, in recent years, the ambition group began to build its brand system: "cool husband" is dominated by men's casual fabrics, classic elegance; "Yi Wei Xin" is mainly for women's clothing market, fashion trend design is adopted to create fashionable weathervane for women's clothing; "XINGMAX" focuses on environmental protection functional fabrics, and the "goodday family" focuses on high-end market, providing fabrics for domestic front-line men's wear brands.

Brand comment: fashion industry is a complete system of linkage, which requires collaborative innovation in all aspects of the industrial chain. As a manufacturing enterprise, it is necessary to transform completely into a creative enterprise and build a brand, though the ambition group has a long way to go. But the goal is very clear, that is, decades of focus on cold resistant fabrics, not necessarily the largest, but must be the most professional, the most fashionable, the achievement of China's cold clothing fabric the first brand.

　 Ding Tian textile

Brand Keywords: high end jacquard fabric

Brand competitiveness: as a textile brand based on Shanghai, the development mode of Shanghai has its own characteristics. Positioning high-end, focusing on fashion is its biggest feature, R & D design is the fundamental. Not only will R & D headquarters in Shanghai, in 2005 and 2007 more offices in Paris and New York, to build a popular international information channel. On the integration of the industrial chain, we should make full use of Shanghai's industrial and geopolitical advantages to bring together the best resources from yarn to dyeing, finishing and weaving, and form a cooperation system based on the core of the day, so as to achieve quick response in small batch. It faces the terminal, does not set up the customized mode of quantity, and even is called the advanced customization of the fabric industry. "To be the source of fashion, the integrator of resources is the advantage of Shanghai and the advantage of the day." Chai Fangjun's ambition is to make people think of jacquard fabrics and think about the day to achieve brand value.

Brand comment: for Shanghai, this is the best era - the global economy is accelerating restructuring, and the economic focus and fashion layout are moving and expanding. At the same time, Shanghai, which has "past" and "future", is close to the golden crown of fashion capital. The foundation of fashion capital lies in the emergence of fashion brands. From traditional textile to modern textile transformation and upgrading with creativity, design and capital as the main features, this is the road to prosperity of Shanghai's fashion industry, and also the fertile land for Shanghai's brand development.