Return To The Market, Fashion Trend, Color Design To Meet Market Demand
Wujiang's prosperity: China silk Recover the high-end market
When we mention the Chinese silk past, people's praise is always full of praise. Once upon a time, China's national treasure silk was gradually away from people's daily life. They could be high-grade art or cheap handicrafts. Anyway, people had too many reasons not to wear silk. Wu Jianhua, chairman of Wujiang Dingsheng silk Co., Ltd., however, disagreed with him. In his view, modern people's design techniques, technology and equipment and business philosophy gave the possibility of too much traditional silk returning to the high-end market. And how much room for this possibility? Wu Jianhua and his silk are exploring practice.
I have to admit that the technology of silk R & D in Europe, Japan and other countries has surpassed China now, but Wu Jianhua is not satisfied with the sample reproduction. If the customer provides samples, the enterprise will definitely ask the end use of the product, then start from the direction of functionality and wearability, and extend the development on the basis of the sample. Usually, in addition to giving customers the small sample replica they provide, the company will also refer the details of the sample to the customer for reference, which will eventually be picked up by the customer after being redesigned by the enterprise. Wu Jianhua told reporters that last year's wedding ceremony between British Prince William and Kate, the rib section used in the wedding dress of Kate princess was the order from the British customers of Dingsheng silk.
Silk fabrics with high-end positioning must strive for the perfect integration of art and technology. For example, in the past two years, the enterprise's favorite work, the thousand bird dyed woven taffeta fabric, focuses on the change of color in the development of each season, making it more suitable for the market popularity. It pays attention to the renewal of the finishing process, such as nanotechnology, breathable film, reactive dyes, etc., so that the silk fabric is easy to wrinkle and the color fastness is poor and so on. This expensive fabric is still picked by many fashion brands.
Last year, companies involved in the "China fashion fabric finalists" award for outstanding fabric award works of silk crepe, silk wool satin, silk and cashmere blended equipment, printing and dyeing auxiliaries, temperature control and other aspects of the problem are all enterprises breakthrough. In addition, the enterprises have reformed the imported equipment, can produce Song Jin in batches, and contact with FAW in Jilin. They use song brocade for interior decoration of high-end cars, and cooperate with foreign designers to make song brocade for high-end luggage. This can not help but sigh that modern technology advances silk products.
"Wine is also afraid of deep alley". How can a good product be popularized? In addition to strengthening ties with old customers, enterprises will seek new customers at important exhibitions every year. Wu Jianhua believes that the products of China's popular fabrics will be displayed in the exhibition, so that enterprises will have more opportunities to be familiar with new customers, which will benefit the company. In addition, enterprises also want to broaden the market channel by means of e-commerce. One of Wu Jianhua's recent busy work is to work with an enterprise to build his own business platform. According to his years of experience, most foreign clients usually have their own relatively fixed procurement channels. In his preliminary conception, the business platform of enterprises is playing a "match" with participating in exhibitions. The purpose is to let new customers understand the latest developments of enterprises and establish a convenient channel for communication.
In the past two years, Wu Jianhua has extended the silk products to the terminal, and is also positioning high-end, creating the home textile brand "Roma family" and the clothing brand "Shang Kai Kai". Speaking of his own use for nearly two years Real silk Bedding, Wu Jianhua is proud to tell reporters that washing machines can be completely washed, which is also the advantage of making fabrics. Some of the waste from factories is also used for making aircraft or household blankets.
And how much market space for silk products needs to be excavated? This will be a topic that Wu Jianhua and his Dingsheng silk have been exploring.
Hubei Maya: the market tells you what you need.
Asked Zhang Lichun, director of research and development of Hubei Meier Limited by Share Ltd, compared with last year, what changes have been made to the product requirements of the business customers, her answer is quite clear: "in some details, customers prefer the reserved and implicit flower types this year, such as hidden stripes, hidden grids and plain colors. The color is more dark, but the demand for light color is on the rise. "
Only when the slight changes in the market become bamboos, will such specific answers be given. Zhang Lichun further said that Miya's choice of new products in autumn and winter in 2013 was to combine gloss and warmth. Silk wool interlacing and wool cotton interlacing blend were used to find the balance between them, creating fashion, quality and thermal fabric, with implicit flower patterns such as hidden stripes and hidden grid, so even plain colors would not appear dull.
In the conversation with Zhang Lichun, the R & D director talked most about the market.
In Zhang Lichun's view, designers need to understand the market, do not blindly imitate, use the existing resources and sensitivity to fashion to predict the trend. Of course, the international big T show is also the focus of designers' attention, but these are built on the demand of the market. She emphasized that Maya developed products that are both fashionable and accepted by the market, so it is also the focus of product research and development to meet the needs of customers and guide them slightly.
Enterprises choose to take part in the evaluation of China's popular fabrics, and the products can be accepted by some people since winning the award. And with the aura of winning the award, customers will generally be more receptive and will enhance their confidence. On the one hand, we have tested the R & D strength of enterprises, and on the other hand let enterprises understand the current situation of market competition. The logo of the enterprise is placed on the exhibition, and the logo is approved. The winning fabrics will also be accepted and loved by the customers, which will be relatively smooth in the later stage.
In the spring and summer 2013, 3D and blue sky and white clouds were awarded by the designer Wang Qionge. Zhang Lichun said that the products that the enterprises take part in will not only meet the market expectations, but will also include fashion information and Maya's most powerful and core technologies, such as super iron free technology and coffee charcoal warming technology.
While Mae's R & D personnel are able to grasp the market trend in such a delicate manner, sales departments play an important role in R & D. The sales department provides market information for R & D, and the R & D department receives the information provided by the sales department, which is more suitable for the customers' products, and also provides the "bullet" for the sales department to occupy the market. Miya research and development department, each designer and sales manager are closely integrated into partnership, and one to one provides customers with professional and strong product services.
Exhibition marketing has always been an important channel for the promotion of Maya new products, and quickly spread the concept of products. Zhang Lichun said that after the exhibition, the target customers' sampling list should be used to quickly import new products into customers like new customers, and regional managers should follow up the preliminary stage. If necessary, designers and regional managers should visit them together. For old customers, regional managers will take samples of clothing to participate in the customer's order meeting. Later, regional managers and designers will focus on catching up again. But at the same time, enterprises will also encounter some trouble which is difficult to avoid. "General customers are very careful not to immediately make the list, but choose the small sample. In this case, if we can not cooperate on price issues, customers will be looking for other enterprises with small samples, and our new product information will be leaked.
Reporter's note: regardless of the prosperity of Wujiang, or Hubei Maya, when communicating with business leaders, what they feel most deeply is their concern for the market. Wujiang's heyday is traditionally made of traditional silk, but it is entirely based on modern people's ideas. Chairman Wu Jianhua and his Dingsheng silk are exploring various market possibilities of modern silk, for high-grade luggage, home textiles, automobile interior decoration, etc. Clothes & Accessories And so on, he started out with fabric, and extended the product chain to a larger market space for Dingsheng silk. Zhang Lichun, director of research and development in Maya, Hubei, talked about product development. She talked much about the market, and because the R & D department was familiar with the market situation, it was possible to make the product development so fine and in place.
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