Innovation In Textile And Clothing Is Innovation.

Marketing innovation of three enterprises

Marketing innovation is a problem that every enterprise is thinking all the time.

Because it has a very important relationship with the survival and development of enterprises.

Because of the marketing innovation, Anta has gained the most practical economic benefits.

"According to the retail sales volume, we have been the first national brand last year. Wholesale is 4 billion 476 million yuan in the first half of this year, the growth rate is around 20%, and gross profit margin is very good."

Zhang Tao, vice president of Anta China Limited, said.

Anta's marketing is based on the brand.

Because in Zhang Tao's view, "brand is the lifeblood for sporting goods companies", so their marketing is "brand based integrated marketing".

"This industry has its particularity, we are the sporting goods industry, so our first big sum of money is to buy sports resources. If this sports resource is viewed from a Pyramid, it can be divided into several levels. The bottom layer is the sports stars we often see. Like Yao Ming, Liu Xiang and Kobe, the stars themselves play a direct role in selling products."

Zhang Tao explained further.

The last second tier in Pyramid is the sports team, which is also a very important part of sports resources. The 5 national teams of Anta Aquatic Center won 3 gold medals in 2008 and the center of the whole ice and snow project. The national team of these ice sports is Anta's national team resources.

On top of that, Anta's main resource is competition.

Anta has been called "League engine" in history. They used to be a sponsor of the National Volleyball League, table tennis league and men's CBA League. What is still doing is CBA, Anta is the official top partner of the CBA League.

The part of Pyramid's top resource is Anta's sponsorship based on Olympic events. "Anta itself is a partner of the Chinese Olympic Committee. Anta provides the Chinese army with the award equipment and the costumes and living equipment, which enables athletes and sports stars to receive the award in the Anta's award dress."

Zhang Tao said proudly.

No matter sports related matters, Anta will not let go.

For example, every year in August 8th, the National Health Day, Anta should combine this to promote the ground.

Like "healthy running", which has already landed in 14 cities across the country, Anta hopes to let people commemorate the birthday of the Olympic Games in the form of long-distance running, and will play an important role in promoting the brand's "killing two birds with one stone".

"We must buy all the sports resources, and we can not get the relevant brands without the sports resources.

In terms of advertising input, Anta also attaches great importance to the Internet.

"At present, the proportion of Internet advertising is growing very fast. In the future, as the Internet increases the pulling effect of Internet users, we will pay enough attention to our internet marketing. We have tasted the sweetness and will invest more in the future."

And the core principle of all these innovative marketing is "how to make consumers better bind Anta brand".

In marketing innovation, the idea of mercury home textiles is to attract social hot events.

For example, during the 2008 Olympic Games, they combined with the National Olympic Sports Center to become their designated products. During the 2010 World Expo, they worked with the French Pavilion and made a "marriage" with the brand through its Expo wedding program.

Mercury home textile is also good at using modern media technology. "Not long ago, together with Beijing ray media, it created an entertainment project called" group stars China ", which lasted for half a year. The content of the program included the design of celebrities, such as designing cushions and quilt covers, and then invited more than 30 stars to come to consumers' families to communicate face-to-face with consumers, thus promoting the core value of the mercury brand.

Li Yulu, President of Shanghai mercury home textiles Limited by Share Ltd, said.

Not only that, mercury home textiles also has a variety of conventional brand promotion input.

Marketing promotion such as festivals, promotion of sub categories, and promotion of new products.

In the specific season, the product planning for this season is promoted.

In Li Yulu's words, "through various forms of brand promotion activities, we should enhance sales and carry out brand core values".

Compared with the above two brands, the start of red, yellow and blue may be a little late.

Because they are "starting from 2008 to pform enterprises from productive enterprises into brand marketing enterprises", but the red, yellow and blue coming from behind, "last year and this year, we have come to the expected purpose, and the days are all right."

In the process of pformation of red, yellow and blue, the role of marketing innovation is indispensable.

The original red, yellow and blue mostly rely on TV media, especially CCTV, to do "hard and broad". But in the past three years, the advertising effect of children's clothing industry has changed a lot in CCTV. From 2009 to ten million, the value of energy was thirteen million, and in 2010, it basically kept the book, and then only ten million to 2011.

"Next year, this value will still fall, because advertising costs will increase. Children's clothing has become more children's channels in recent years. When many people do the same advertising, your brand will be less likely to be remembered."

Ye Xiandong, chairman of red, yellow and Blue Group Co., Ltd., having realized this problem, began to have new moves.

"We tried this year and did a children's model competition in Zhejiang TV station. It was done in the whole province, and the result was good. The whole process took less than one million months in three months.

In every prefecture level city, making an open selection, with a certain public welfare, the children are very happy. Finally, the provincial finals will be good for children, society and parents.

So in 2012, they wanted to do more public welfare landing activities.

How can electricity providers innovate?

Almost every enterprise in 2011 is thinking, but not necessarily every enterprise is doing it, that is electronic commerce.

"No need for entanglement, we must do it."

This is the view that Zhang Tao, vice president of Anta China Limited, has always insisted.

In his view, the essence of E - commerce is business, electronic is only a means of extension, and can not change the essence of business.

Anta fully entered the electricity supplier in 2008. So far, not only Taobao shops, but also their own official website, in January 2012 will be on-line.

"Our attitude towards e-commerce is very clear. It must be a beneficial supplement to the traditional retail sales format, and we must take an active part in it."

Zhang Tao said firmly.

As for how large the scale is, Anta's goal is to strive for two hundred million yuan in 2012.

In this regard, mercury home textiles is moving from passivity to initiative.

This is the last three years of the real estate business, because "before we pay more attention to the physical stores under the line, this is not a special attention to the electricity supplier", but because of the endless stream of complaints, "how can we sell the same products on the Internet at a lower price than ours?" consumers also complained, "Why are online prices inconsistent with physical stores? Is this a gift?" originally, after investigation, at that time, there were more than 200 mercury stores on the Internet, "which have not been authorized by mercury."

Moreover, "their prices are not uniform, the image is very bad, there is no uniform service, and policies are not unified in all aspects."

In this case, Li Yulu, President of the Shanghai mercury home textiles Limited by Share Ltd, decided to regulate this, so many measures were taken, including joint with the platform, to crack down on unauthorized online shops, and finally did not allow mercury dealers, that is, the owner of the physical store went online to open the shop and reclaim the right by the company.

Over the past few years, "still a great harvest, basically maintaining an annual growth of about 300%."

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Red, yellow and blue also plan to invest more in the promotion of e-commerce in 2012.

Because Ye Xiandong, chairman of red, yellow and Blue Group Co., Ltd., the electricity supplier is a hot topic, and the temptation and space are very large. It is indeed a good opportunity.

At present, red, yellow and blue have been doing e-commerce for more than a year, and are also trying.

When asked about the plan for next year's e-commerce in women's clothing brand, Li Meng, deputy general manager of the company, said that according to the current development and future prospects of the company, the company is trying to build an e-commerce center, pouring all the resources that the company can call to the electricity supplier, especially the electronic commerce of GOGIRL and KIDS children's clothing, and take it as a new breakthrough in the development of the company.

However, in the process of engaging in e-commerce business, various enterprises have also encountered some problems. For example, online and offline channels will have conflicts of one kind or another, and how to break through and innovate will become a key to make full use of e-commerce.

In Zhang Tao, vice president of Anta China Limited, it seems that the amount of SKU on line SKU is different from that under the line, because nowadays traditional enterprises do business, one is to use electricity providers, the other is to do business.

There are several purposes for electricity providers, the first is the "sewer", to clear up the inventory, dealers in the hands of a year's goods for second years, the main business is to let dealers first try to bring fresh design and product development to the bargaining price.

"Quite a lot of traditional clothing retailers enter the electricity supplier first by making them the drains of inventory."

"If you want to become a very comprehensive e-commerce provider, you must develop the entire product that is the core of the e-commerce business. We must distinguish between the goods and the goods under the line, otherwise there will be a problem of" goods in stock ".

Zhang Tao, vice president of Anta China Ltd.

Based on the above considerations, Anta has developed online exclusive products.

The measures taken by the mercury home textile industry are also separated from the offline products. "Online and offline products are different in color, fabric and product numbers. If the same product is going to be on the line a year later, the new product will not appear online, at least one year later."

The primary purpose of doing so is to ensure the interests of dealers first.

In 2010, mercury set up an e-commerce company, registered an e-commerce brand, aimed at opening online products to distinguish offline products.

Similarly, red, yellow and blue also set up a design department. All the e-commerce products are different from the physical stores. This solves the problem of "two prices on the same line and the market response to the market under the same line".

Technological innovation should be fully released.

Over the past 30 years since reform and opening up, China has been promoting the industrialization process actively and steadily, and the level of production technology has been improving.

In the future, if our manufacturing industry wants to continue to develop, we must rely on technological innovation to promote the pformation and upgrading of the industry. The real stage is driven by the investment driven factor driven by material elements in the past, and to the stage of efficiency driven driven by technological innovation and so on. This is the development direction of China's manufacturing industry.

As for the significance of technological innovation, Zhang Tai, deputy director of the Department of industry, pportation and Trade Research of the State Council policy research office, said that promoting industrial technology innovation is the requirement of adjusting the industrial structure, enhancing the international competitiveness of China's industry and the requirement of expanding domestic demand, as well as the requirement of industrial energy conservation and emission reduction and green development.

Zhang Tai believes that after the financial crisis, all countries are strengthening strategic deployment with technological innovation as the core. Many developed countries are actively promoting re industrialization, trying to revive the real economy and develop new manufacturing industries.

For example, the United States and the United Kingdom began to return to the development of high technology manufacturing, and Germany and Japan continued to maintain their dominant position in the high-tech field.

Many developing countries are also joining in the international competition of manufacturing by virtue of low cost and post advantage, which is also deeply felt in our textile industry.

The scale of industrial production in China is huge, but most of the industries are in the low end of the international division of labor and the global industrial chain. Even in the high technology industry, our enterprises are mainly engaged in manufacturing and assembling links of low technology, low value-added and labor intensive.

Only by constantly increasing the technological content of products through technological innovation and extending the industry to the high-end links such as R & D, design and service of the industrial chain can we create new advantages in international competition, occupy the commanding heights of technology and industrial development, and win the initiative of international competition.

Zhang Tai also analyzed the following problems in China's industrial technology innovation.

First, the system of technological innovation is imperfect, and there is no effective master plan for the key technology, common technology and R & D of industry.

Two, insufficient investment in technological innovation.

The three is the absence of the main body of technological innovation.

Four, the allocation of science and technology resources and the environment for personnel training need to be improved.

In addition, our country still lacks a tolerant and tolerant innovative cultural environment and social environment. There are rigid scientific and technological personnel management system, there are bad academic differences, such as impetuous, quick success and instant benefit, fraud and so on, and there is not enough innovative incentive mechanism.

All these restrict the full release of industrial technology innovation capability.

The "12th Five-Year" period is a critical period for China to build a well-off society in an all-round way, and it is also a critical period to speed up industrial pformation and upgrading.

Only by vigorously promoting technological innovation, improving the overall technological level and core technological capability of the industry, and comprehensively enhancing our industrial competitiveness, can we provide strong impetus and favorable support for the pformation from China made to China, from industrial power to industrial power, so as to promote the pformation, upgrading and scientific development of China's industry.

Li Meng, deputy general manager of Shandong sulang clothing and accessories, said: "with the independent innovation management concept, the group has committed itself to the construction of the national independent brand with the multi brand strategy cluster, and has launched the fashion brands such as Shu Lang," Mei Teng "and so on, and has built the brand incubation base, and has gradually established cooperation and communication with the design studios of France, Italy, Korea and other countries, and continues to move forward to the internationalization of the brand." the brand is based on the concept of. "

In terms of product innovation, we are committed to making low carbon products the trend of consumption and truly making the low carbon products of their own brands fashionable.

In terms of independent innovation, M294N series of products developed bold use of low carbon fiber on Stoll flat knitting machine with 7 needles, 12 needles, 16 needles and other models, and took the lead in controlling the yarn raw materials index, which is not available in the national brand market.

Because of the complementary advantages of long-term cooperation, Shu Lang can adjust and have strict quality requirements for Chengdu in terms of fiber length, fineness, twist, raw material origin and composition, thus forming its own material advantages.

Since reform and opening up, China's industrial and technological innovation capabilities and core competitiveness of enterprises have improved significantly, but the overall technical level of the industry is still relatively backward.

Dong Kuiyong, deputy director of the consultation and publication department of China Textile Information Center, believes that it is necessary to jump out of the framework of pure technical factors or improve the human resources, logistics, capital, information and knowledge reserves with the help of non-technical factors so as to achieve real innovation.

Dong Kuiyong also said that textile technology is not isolated, it should be in the system environment, and the environment is evolving.

Industrial technology innovation should take a step further from improving product quality, improving product performance and improving additional functions. Now textile technology should pay more attention to energy, environment, resources and society.

"The direction of the future development of textile technology basically includes four aspects, first of all, to ensure the supply of raw materials, the second is to protect the ecological environment, and then to save resources and energy, and finally to meet the needs of the society.

At the same time, the development of textile technology should pay more attention to the life cycle of textiles, and only focus on the production process of the product itself. Now we should pay more attention to the life cycle.

To promote China's industrial pformation and upgrading and scientific development, we should give full play to the role of the main body of technological innovation, support and encourage enterprises to establish technological R & D system, so that enterprises can truly become the main body of R & D input and achievements in technological innovation.

Zhu Yanyan, chairman of the Limited by Share Ltd of Tian Luo photoelectric material, said, "every enterprise should reflect on how the enterprise can give itself a new position through its own innovation and be able to satisfy the market."

Tian Luo photoelectric is specialized in research and development of soft film functional composite materials.

Tian Luo attaches great importance to innovation and research and development. The whole engineering and technology center is run by a legal person or general manager. There are two committees, technical committees and expert committees. The technical committee is composed of technical personnel of the company. It mainly studies how the enterprises get information from the market, which market information can be imported into R & D, and then judge whether the technology will be converted to a R & D result.

Reverse thinking of capital innovation

In terms of capital innovation, reverse thinking is often needed.

For textile and apparel industry, selling products to foreign countries is a positive thinking, but directly buying foreign factories is a reverse thinking.

In February 1, 2011, Zhejiang's Limited by Share Ltd reached the $253 million 500 thousand acquisition of Canada's Searle special cellulose Co., Ltd. as a successful example of cross-border acquisitions.

The latter is a century old enterprise in Vancouver, Canada. It is also one of the three major manufacturers specializing in the production of special dissolving pulp in Canada. It belongs to the upstream resource enterprise of the industrial chain, and the purpose of this acquisition is to extend the group industrial chain.

After the acquisition, the Canada Company made direct economic benefits for the company in 2011.

"In the first half of the year, it created good results for the group. Most of our profits in the first half of this year were created by the company."

Qian Juemei, deputy general manager of Zhejiang's Limited by Share Ltd, said, "going abroad to buy foreign companies should be weighed from the long-term development of the whole group. I think it's a good thing to go well."

Before the acquisition, he did a lot of preliminary research.

Because "as an industrial enterprise to go out to be very careful, if this step is not good, not only can not achieve the goal, and even affect the survival safety of enterprises."

After full investigation, he chose Canadian companies instead of enterprises such as Russia and Brazil. "The reason why Canada is chosen is that its initial cost is quite high and its acquisition cost is higher than that of other countries. However, we attach importance to its social stability, smooth development in all aspects of economy, and stable political situation."

The first step is right, but then there are still many problems in the face of "going out" enterprises, such as local laws, trade union organizations, and so on, for example, the integration of upstream and downstream industry chain culture.

"The follow-up management of enterprises is very important. We have done a lot of work after this acquisition.

The first is to respect the local laws and regulations and the labor system. Foreign associations, labor unions and trade unions are very strong. We should respect them and respect the local corporate culture.

Second change the way of business management, for example, if we set goals for some companies, and then complete the business objectives, we will reward the whole company.

Qian Juemei, deputy general manager of Zhejiang Fu Li Da Limited by Share Ltd, said.

Managers used to be rewarded, and the workers below did not, but the practice of the company was full reward.

In addition, there is also the intensity of technological pformation.

According to the company, "going out" is not a short-sighted behavior, but also a long-term goal.

So, in 2011 and October, it lost more than a month, and invested $about 38000000 in technical pformation to enable the acquired foreign enterprises to see the sincerity of and the atmosphere of China's private enterprises.

The result is that the acquired company feels very good and also gives full respect to the company.

"When Chinese enterprises create a good business environment for the acquired foreign companies, their safety is also increased.

Any enterprise going out will encounter the problem of integration with local governments. The same is true in all parts of the world. There is a basic principle. If you master this basic principle, you can integrate anywhere, so as to reduce the risk of enterprises.

This is the experience of Fu Li Da.