Radiation Protection Industry Homogenization, Serious Technological Innovation Is The Icebreaker Of Enterprises

about Radiation protection clothing industry For 2011, it is a year of great happiness. At the beginning of the year, the entire radiation protection clothing industry was able to go all the way, almost occupying half the pregnant and infant industry. Almost all the pregnant women's clothing manufacturers have taken the opportunity to ride the car, and launched their own brand of anti radiation maternity dress, which does not include the so-called "foreign" brand products that have suddenly emerged from us without knowing the truth. Yi Jing has said: to gain and lose, this point has been fulfilled in the end of 2011 when the radiation protection clothing was super prosperous. The whole query of CCTV triggered by the public and the effect of the radiation protection clothing has pushed the industry in the first half of the year into the freezing period. Although this question was finally clarified by CCTV's two thematic report, the Chinese Academy of sciences joined hands with the national electromagnetic effect laboratory to confirm that the radiation protection clothing is harmless and effective, and is recognized by the majority of consumers. But what is the performance of the radiation protection clothing industry experiencing the ups and downs in 2012? What are the changes in the radiation protection clothing industry?

　 Radiation protection industry highlighted in 2012: serious homogenization

After conducting an investigation of the whole industry, the reporter found that: at present Radiation-proof clothes There is a serious fact in the industry, that is, the phenomenon of homogenization of products in the radiation protection clothing industry is very serious. The survey shows that 90% of the brands used for radiation protection clothing are almost identical and tend to be identical. The reason is brand origin. We have found that most of the brands of radiation protection clothing on the market are extended from mother to infant or clothing enterprises. The traditional thinking of raw materials processing lacks the ability to research and develop fabrics independently. Most of the materials used in these 90% brands are supplied by a few anti radiation fabric producers. So apart from the different styles, workmanship and advertising, the technological content of the products is basically the same, resulting in the serious homogenization of the radiation protection clothing products and the competition can not be avoided. The result of homogenization competition is price war. The result of price war is quality reduction and market shrinkage. This outcome is exactly what manufacturers and consumers do not want to see.

　 Breaking the ice of leading enterprises: new fabrics under technological innovation

In order to avoid price dumping in homogenization competition, and to protect the premium effect caused by brand leading, several leading enterprises in the radiation protection clothing industry are unwilling to take this opportunity to start relying on their own strong R & D power to play the game rules with new technology.

In 2012, the first step was to start with several leading manufacturers such as Tian Xiang and Jia Jia, and gradually spread to the industry. As the oldest qualified radiation protection professional manufacturer, "incense and radiation protection", this year launched a new Pearl radiation protection fabric, color silver fiber surface radiation protection clothing, and most worth mentioning is, as the "silver fiber radiation protection clothing" flagship manufacturer -- excellent radiation protection, it is in 2012 launched a series of "mulberry silk radiation protection clothing fabric", "long staple cotton color silver fiber radiation protection clothing fabric", "100% double immersion silver plated radiation protection clothing fabric", "encryption silver color radiation protection fabric", "jacquard silver fiber encryption" and other series of new materials, new technology.

　　 Market feedback: high tech fabrics quietly enter, and non competitive brands burn the price war online.

New materials bring new prices. What is different from the past is that in 2012, the radiation protection clothing manufacturers cooperated with each other to give a more intimate price in the process of promoting new material products. Feedback from the forefront of the market confirms that the use of the two new fabrics is only about 10% higher than that of traditional conventional materials. At the same time, reporters found that because of the new material due to capacity and other reasons, and did not appear in the downstream brand in a large range, that is to say, the above research and development of high-tech fabrics "add fragrance", "excellent plus" and other radiation professional manufacturers did not provide new materials, but prepared to compete with the non professional manufacturers to draw a clear line between these new materials. Take the brand "Jia Jia Le" and "forest tree" in the market as an example, although we claim to use "new fragrance" new fabrics, we do not see the shadow of "Pearl radiation protection clothing". Another high-tech fabric manufacturer, plus, is only putting the low-end products in the color silver fiber in the lower market. "Current Radiation protection clothing market Others are using third generation fourth generation products to fight, and now we are going to occupy the market of the fifth generation and the sixth generation of radiation protection clothing. This scenario can not help but associate us with the fact that Americans are developing and deploying fourth and fifth generation fighters themselves, while selling the second and third generation to the third world countries to make money.

New fabrics also cause the competitiveness of brand enterprises to be asymmetric. As a downstream, non professional brand of radiation protection clothing, they have changed their strategies, focusing on the sale of radiation protection clothing from offline to online platforms such as Taobao, Jingdong and Dangdang. It is undeniable that the creation of network platform is of great value and significance to the development of the radiation protection clothing industry. On the Internet, it can highlight the characteristics and interests of the material through the description and picture description of the products, and reduce the purchasing cost of the consumers. In 2011, there were many well-known brands in Taobao's and Jingdong's radiation protection clothing products. In addition, through network sales, we can exaggerate the characteristics of products and hide the lack of materials. The characteristics of single page display on the Internet can avoid direct visual comparison between ordinary materials and new material products, and it is also one of the leading reasons. At present, the lack of competition in the material of non professional radiation protection clothing brands, have begun to look more effective competition: first through low price drainage + self hype, create the so-called "explosion" products, and then through related sales or raise the price of products to achieve profits. The sales price of the brand name of "anti explosive products" from 50 percent off to 70 percent off to 80 percent off and 90 percent off, the discount is getting lower and lower, but the consumer experience -- shopping evaluation is getting worse and worse. Why? The reason is very simple: wool is out on sheep, and disorderly competition under low price strategy leads manufacturers to make a big deal in cost control: raw material production is held in others' hands. The cost per unit area is basically the same. How can we get profits? We can only achieve this by reducing fabric consumption, shortening the length of clothing and reducing the circumference of the abdominal girth, which does not include the unconventional means of using low-end and inferior materials.

There's no way out now. We've got 80 percent off of them. They used to be 70D silvery fabrics, and now they only use 40D, or the more they sell, the more they sell. "This is the original M, L and XL code. Now it's changed to the same code according to the M code. Anyway, now the girls are basically wearing enough clothes and can get good reviews. The customers can save them. We can save a lot of them." we plan to register a brand of radiation protection clothing in Europe, so that some of them can also sell the price high, and now some enterprises have gone through this way. Anyway, the supervision of the country is lax. ""

In the face of the asymmetric competition pressure of leading enterprises, how should the brand of the radiation protection clothing get out of the predicament? I think we should first clear the brand positioning, carry forward the competitive advantage of the enterprise, and seek breakthroughs in the fashionable and diversified styles, and of course, have the ability to invest more in research and development, and repeat the brand image through spokesmen or public welfare activities.

As a consumer, when buying, we should start from our own needs, fully understand the characteristics of products and understand the background of enterprises. When choosing similar products, we should not simply be priced around, we should weigh them from many angles.