Potential Effect Of Industrial Brand On Marketing Industry Chain

From listing Spinning enterprises We can see from the published performance bulletin and performance notice that although the market is slow to pick up, the difficulty of spanformation has increased the difficulty of recovery of the market and enterprises, but the brand has played a great role in it. The growth and income of the consumer goods clothing terminal brand are obviously stronger than that of the upstream textile industry, while in the upstream textile industry, the listed textile enterprises focusing on their own brand operation show better market power. The advantages of China's manufacturing industry have gradually disappeared, which has aggravated the plight of China's textile industry. This is indeed related to the change of the entire economic structure, but fundamentally it is inseparable from the weak brand awareness of our textile enterprises and the neglect of their own brand building. Upstream textile enterprises have long been guided by production and sales, low cost as a means of competition, and neglect of the development mode of brand building to produce today's "bitter fruit".

Most textile enterprises do not attach importance to brand. In the final analysis, they do not understand the value of industrial brand sufficiently, and they lack sufficient understanding of the important role played by industrial brand in the development of enterprises. Industrial brands are generally not taken seriously by industrial enterprises, largely due to their own characteristics. Industrial brand exposure is low and public attention is weak; the decision making of industrial product purchase is relatively rational, and the role of industrial brand image value and emotional value is weakened. The buyers and sellers of industrial products are highly interdependent and the cost of product conversion is high. In this case, once the two sides cooperate, the sensitivity of the customers to the industrial brand will be reduced. Compared with the marketing of consumer goods, sales personnel play a very important role in industrial marketing. This objective situation led enterprises to overestimate the role of salesmen, and underestimated the role of brands.

In fact, the value of industrial brand needs to be reconsidered and understood from the following four aspects: first, the spanmission speed of industrial brand value to sales promotion is slower than that of consumer brands. Two, relative consumer goods, advertising plays a more limited role in the process of establishing industrial brand value. Three, the most important value of industrial brand is to establish customer trust. Four, the industrial brand plays the role of the hero behind the scenes. It affects the sales process and results in a variety of ways that are not perceived. Industrial brands are playing a subtle role in sales visits, customer visits, bidding invitations, tender reviews, negotiations and so on. These functions interact with each other and affect the process and results of sales.

The establishment of a strong industrial brand is bound up with its effective brand marketing and communication. However, the characteristics of industrial products determine that the construction of industrial brands is a slow process. Quality, service and technological innovation are always the intrinsic driving force for the development and growth of industrial brands. From this point of view, the industrial brand is not produced but needs to be understood, adhered to and implemented by all staff, so it is equally important for internal communication. (the writer is Zhang Dongli, general manager of Shanghai marketing company).

Participate in the discussion:

Chen Bo, Secretary of Nanjing chemical fiber board

Zhao Jiangbo, Secretary of Huafang textile board

Taihe new material securities affairs representative Dong Xuhai

Huafu color spinning Limited by Share Ltd

China Textile Limited by Share Ltd

Upstream is not without brand names.

Although the textile industry has always been considered to lack brand awareness, most of the listed textile enterprises have their own product brands, but there are different degrees of differences in terms of market recognition, domestic and international reputation, brand category and so on. The understanding of future brand development, innovation planning and target market is also different.

Chen Bo: the brand that the company runs now is only "golden antelope". The main products viscose fiber and staple fiber are using this brand. The company's trademark has been used for 50 years, has a fixed customer group, has a certain reputation, but the company has not yet developed any other brand or brand innovation plan.

Dong Xuhai: the main products of the company are mainly nysta spandex, thompada, aramid and Teflon. The three series of products have excellent reputation in the industry. They are all high-tech fibers that break the monopoly of foreign countries and fill the gaps in China. Among them, Thailand meta aramid is the world's second largest producer and the domestic market share is 50%.

Huafu color spinning: at present, the main brand of the company is "Hua Fu". It has become an international brand of the color spinning industry. It has the highest market share in the world. It is the first choice yarn for thousands of fashion brands at home and abroad, such as Burberry, H&M, ZARA, GAP and Semir. In 2011, the company's sales volume exceeded 5 billion 100 million yuan, ranking the top in the global color yarn market.

Huafang shares: the brand of Hua Fang's fabric has Xiao Ni brand printing and dyeing cloth. Xiao Ni brand printing and dyeing fabric is favored by customers in the European and American markets, especially in the African market, and has great coverage in the Middle East and other African regions. Now, the brand strategy of Huafang is extending from the intermediate product to the terminal brand.

Consciousness decides input

In the textile industry, especially in the upstream textile industry, there are few independent brands with market influence. The enterprises themselves believe that this is related to the weak brand awareness of the textile enterprises for a long time, and the lack of investment is accompanied by the lack of long-term experience.

Dong Xuhai: the homogenization of Chinese textile industry is serious, and the construction of independent brand lacks initiative. Now the difficulties and resistance is the concept problem, the brand concept is weak; the two is the product problem, there is no differentiated products, high value-added products, the brand has no influence; three is the input problem, brand building must be professional, long-term and persistent efforts to manage, to invest in specialized people, money and material resources.

Chen Bo: at present, there are few well-known brands in the upper reaches of textile industry, which are more related to enterprise consciousness. The upstream textile industrial products enterprises have long been lacking in brand awareness, which is limited to the expansion of downstream customers, while ignoring the promotion of the whole society. Now many textile enterprises are strengthening their brand awareness, but the progress is not very good. It is precisely because of the lack of effective methods in the operation of industrial brand.

Industrial goods vs consumer goods

Industrial brand is different from consumer goods brand. Its customers, channels and restraint factors have their own characteristics. A better understanding of the difference between industrial brand and consumer goods brand will undoubtedly help textile industry enterprises to have clearer strategic thinking when they run their own brands.

Zhao Jiangbo: I think the difference between industrial brand and consumer goods brand is a few points:

First, the most important thing for an industrial brand is to make customers trust and rely on the brand of industrial products. This trust and dependency often need rational support. The consumer goods brand emphasizes the emotional preferences of consumers, and often relies on perceptual judgment.

Secondly, the extension of industrial brand is far more extensive than that of "consumer products". The industrial brand emphasizes systematic thinking and systematic marketing, while consumer goods brand emphasizes single point breakthroughs, especially in communication with consumers. It is the strong posture of "indoctrination" and "Conquest".

Thirdly, the customer of industrial brand is a buying group and a buying center, which is the sum of the members of collective decision making, including the end users, purchasers, finance, technology, management, external experts, etc., and the purchasing center members can reach as many as dozens of people. The customers of consumer goods are often individuals or families, and decision makers are simple and similar in behavior. Industrial brands can only be thoroughly understood if they are deeply immersed in the industry for a long time.

Fourthly, in the marketing environment, the industrial brand is considering the development trend of the whole industry and the trend of the competitors, while the mass consumer goods mainly consider the consumer's purchase behavior, followed by the competitors, and the development of the industry must be at the end, even many planning companies do not consider this. Industrial brands are concerned about the big picture, the big trend, and the dynamic changes of the whole competitive environment, while the mass consumer goods focus more on consumers and spend a lot of time on the research of consumers.

Fifthly, the communication between industrial brand and customers is all-around, relatively rational, delicate and gradual. It is a multi angle and gentle way. The communication of mass consumer goods is partial, emotional and shocking. It is a short contact and a selling point. The demand for the core value of the industrial brand and the shaping of the brand image and the creative design are fundamentally different from that of the mass consumer goods brand.

Dong Xuhai: first of all, industrial products and consumer goods are facing different customer groups. Industrial products are faced with production enterprises, which are a buying group, while consumer goods are directly facing individual consumers and families. In the face of an enterprise, the company needs not only to sell its products, but also to provide after-sale service and training for its customers. It needs to keep abreast of the latest needs of customers and maintain long-term cooperation with customers. Secondly, the degree of dependence on channels is different. The dependence of consumer goods on channels is very high, while industrial products mainly depend on the performance of their products, and there are differences according to their products. The downstream products of newshida spandex are mostly textile, knitting, fabric and other textile related enterprises. The customers are widely distributed and dispersed. The sales of the company are based on distribution and direct marketing and distribution based strategy. The customers of taitara and teparon are mainly in the industrial and foreign markets. The sales of the company are relatively centralized, and the sales of the company adopt direct selling. Thirdly, industrial brands are more affected by the industry fluctuations, while the periodicity of the mass consumer goods is not strong.

Recognition affects bargaining power.

The awakening of brand awareness of Chinese textile enterprises is closely related to market feedback. When the advantages of China's manufacturing are no longer and the peripheral economy continues to be sluggish, the strong bargaining power of some listed textile enterprises' brand products in the domestic and foreign markets has already made the textile enterprises see the answer and the future trend.

Chen Bo: there are many products of the same kind in the market, and the products of the company are also facing competition from similar products. It has been proved that products with brand advantages are undoubtedly more conducive to market competition. The degree of recognition is higher, and the higher the degree of recognition is, the more price the product has.

Dong Xuhai: after experiencing the economic crisis and the European debt crisis, the company is deeply aware of the benefits of the product brand. Spandex, when the operation of the industry is normal, the company's products are in short supply. When the industry is hovering at the edge of losses, and the inventory is serious, the company can still maintain normal shipment. Some of the tight varieties still can't supply. This is the strength of the brand, which is the feedback from the downstream market and the service customers. Aramid, in the face of fierce competition in prices, the company relies on its own brand to strengthen cooperation with its terminal customers, and open up new customers in the high-end protection field, and create new growth points. Aramid fiber Sales growth steadily, high-end accounted for gradually increased.

Huafang shares: the development of brand is constantly enriched and perfected by the connotation. On the basis of making more customers trust, the added value is also increasing. The cultural value of enterprises can be reflected, which is much stronger than the ability to resist risks only by making intermediate products.

Professional operation experience

Many listed textile companies are modest in their own brand operation, but are still willing to share their experience with existing experience. Whether it is the idea of "standardization driven and professional development" of Taihe new material, or Huafu's "soft and hard" strategy to enhance its strength, it seems that it intends to infiltrate professionalism into brand building.

Dong Xuhai: since the date of product launch, the company has launched its own brand, so that customers can identify the product while calling the brand of the product. The marketing ideas of the three kinds of products are different. Among them, nysta spandex can improve the level of technology, reduce the proportion of conventional varieties, and develop to high added value and differentiation; the Thai meta aramid fiber and the Teflon aramid fiber are new fibers in China, and the downstream application market is in the initial stage, which requires the company to make more efforts in the market development. Therefore, the company has put forward the idea of standardization driven, professional development, and through the terminal to drive the purchase of downstream customers. In the process of cooperation with the downstream, we should actively implement brand strategy, sign long-term strategic agreements with key customers, jointly develop downstream markets, and actively participate in important exhibitions at home and abroad to enhance the brand influence of the company.

Huafu color spinning: in the process of running Huafu brand, Huafu complies with the fast fashion consumption trend, takes "fast fashion source power" as the brand positioning, brings fashion and differentiated products and solutions to customers. Specifically, two aspects of hard and soft power can be used to show the experience of Huafu's operation brand. In terms of hard power: first, Huafu pays close attention to quality and regards quality as the foundation of Huafu brand. Second, closely follow the new changes in the textile and garment industry, and effectively enhance the ability to respond quickly. Third, continuous innovation, parallax alienation products are the driving force for brand development. In terms of soft power, one is the market maker of color spinning. Second, it is the trend leader of color spinning. Third, it is the promoter of the color spinning industry. While doing a good job in building Huafu brand, we mainly emphasize industry and social responsibility, and do our best to promote and lead the development of the industry.

Capital expands business value

The unique advantages of listed textile enterprises are not only superior to financial support, but also have an advantage in attracting public attention. Among them, countless examples of using capital markets to strategise the company's own brand values provide a model for executives.

Dong Xuhai: in the chemical fiber industry, we are a relatively characteristic enterprise with a high reputation in the industry. However, because we do not deal directly with individual consumers, the public knows little about us before listing.

After the listing, stocks are trading every day. Our spandex products, aramid and para aramid, our brand of "Newstar", "Thailand" trademark and "TEFLON" trademark are gradually known to the public in the whole country, virtually increasing the company's popularity and brand value. If aramid products are involved in the field of consumer safety products in the future, the accumulation of these brands will gradually reflect their economic value.

On the other hand, the listing has solved development funds and constructed a new financing platform. A total of about 550 million yuan has been raised for the development of aramid, so that the production scale of the aramid fiber has increased from 2500 tons before the market to 5600 tons now, which has successfully completed the pilot and industrialization process of para aramid. Especially after the US sub debt crisis and the European debt crisis, the various business activities of the enterprises can still develop healthily. One of the important reasons is that they have raised valuable funds in the process of listing. After the listing, the financing channels have also been widened. Besides issuing new shares, they can also issue corporate bonds. The original bank loan channel is also more open, because the listed company has a high credit rating, and the bank credit line is also higher.

Zhao Jiangbo: when it comes to expanding the business value of industrial brands by capital operation, I think Sany in the construction machinery industry is a successful example. Since the September 2008 acquisition of Italy's CIFA, which ranks third in global concrete machinery, Sany is planning an overseas acquisition plan to acquire the first German Putzmeister in the industry in September 2008. The internationalization process that Sany has been advocating is almost entirely self reliant, and from scratch, it is willing to make about 2 billion 700 million yuan in two weeks to acquire a mature enterprise with a history of more than 50 years. The reason why it can be readily accepted is that even if it costs 20 billion yuan to buy it, it is just the profits Sany now has for more than two years. However, if we want to achieve the global marketing network, brand awareness and reputation, it will probably take another five to ten years. Sany completed the international layout almost overnight.

In the context of the growing debt crisis in Europe, Sany's choice of acquiring important machinery manufacturing enterprises in Germany will have a beneficial impact on both sides. This is through. capital operation Sany has not only recognized the vision and value of acquired company, but also recognized the entrepreneurial spirit of acquired company.