Lu Tai Makes Great Efforts To Build A New Strategy Of Brand Bidirectional Development.

Facing the international market downturn, foreign trade orders are declining, domestic sales growth is slowing down, and the adverse effects of enterprise inventory risk, upstream

Fiber companies or fabric suppliers feel unprecedented pressure to survive.

As a foreign invested joint-stock enterprise, and successfully landed on A and B shares, Lu Tai textile Limited by Share Ltd has the complete textile and apparel industry chain from cotton breeding, cotton cultivation to spinning, dyeing, weaving, finishing and clothing production until the two line brand marketing. It is the world's largest high-grade yarn dyed fabric manufacturer and the world's top brand shirt manufacturer.

Under the current circumstances, how will Lu Tai face the challenge and achieve the goal of survival and sustainable development?

New ways of hard life

"Sad days and uncertain future" have become the evaluation of this year's situation by many textile enterprises. What's the situation this year as a textile giant involving many industrial chains? What's the situation of Lu Tai this year? "Based on the good brand influence of the international market accumulated over the past 20 years, and the effective new product innovation and development base in recent years, this year's unfavorable international environment has little impact on sales of Lu Tai, and the number of orders has not declined, but the profit margins of enterprises have been affected due to the use of pre storage high priced cotton and declining sales prices in the international market."

Zhang Jianxiang, general manager of science and technology assistant and R & D center of Lu Tai Company, briefed reporters.

In Zhang Jianxiang's analysis, Lu Tai's "prescription" is mainly a continuous investment in research and development, and timely introduction of some updated, more differentiated functional fabrics. Lu Tai's own design and development of fabrics and clothing products not only conform to the trend of 2013/2014 international popularity, but also have the right of popular discourse in related fields.

"Good products also need strong sales network as support. Therefore, in the plight of local textile exports, enterprises continue to strengthen the domestic sales network, so as to expand the share of the domestic market share, and at the same time, the market for India and the United States has also increased the intensity of development."

Zhang Jianxiang said, "while improving foreign skills, we also implement comprehensive performance management within the company, further strengthening enterprise culture construction, enhancing enterprise management level, turning difficulties into opportunities and meeting new challenges."

Overtaking in curve

It is precisely based on the vision of "world-class, 100 year Lu Tai", Lu Tai chose not to dress for others, to build up its own brand, so that more people could perceive Lu Tai's brand culture.

Therefore, with good quality as the foundation and leading research and development support, enterprise decision makers strive to create "Lu Tai Lei Fen", a creative clothing brand with Chinese creative and creative features to change people's way of dressing.

In order to speed up the brand strategy, Lu Tai Group began to bend over in recent years.

Based on the high-end market, they established the brand development strategy of "borrowing the ship to sea", and introduced the world-famous brand "Alan Delong" as the starting point of developing the brand. With the excellent product quality, it expanded the influence rapidly, and promoted the development and growth of the company's own brand Lu Tai Lei Fen.

Today, Lu Tai owns many brands such as "LT GRFF" (rutaige Fen), "BESSSHIRT" (Baijs), "AD" (Alan Delon), "ARROW" (Wrigley), "LUTHAI" (Lu Tai) and so on. It has embarked on the development trend of multi branding. In the face of this huge brand fleet, what commanding officer does Lu Tai give them?

A good brand image has led Lu Tai to take the lead in the market development. The high-end fabric "RUTAG Lei Fen" is a boutique brand mainly aimed at business people to meet the high consumption demand of business people. The brand is woven by Jingwei and across the whole line, and 80% is sold to the main developed economies overseas.

"300 tiled yarns" rouge Fen Fen "high-grade.

The reason why it can sell more than 5000 yuan in the international market is because it represents the highest level of textile technology. "

Zhang Jianxiang said proudly.

On the basis of online marketing in China, the layout of Ruteg brand's flagship store in the core cities of Beijing and Shanghai has basically been completed, forming a parallel trend of online and offline.

Creative driving force

"Innovation" and "service" is an important support and driving force for the brand operation of Lu Tai, and will promote the development of the whole brand.

Such as seamless shirt, nano multi effect shirt, super non iron shirt and so on, many products with independent intellectual property rights become the core competitiveness of Lu Tai products, and also become an important product series of Ruteg lemon brand, which provides a good competitive power for brands.

In recent years, Lu Tai Group has introduced advanced test equipment and equipment from Belgium, Germany and Japan, and invited international textile experts and consultants as technical guidance to establish a quality monitoring and management system with full coverage.

The company's annual investment in science and technology accounts for over 6% of sales revenue. It has developed 600 new products, including humanized shirts, seamless shirts, 300 cotton super high density and high density fabrics, and 600 tackling key issues. Among them, 26 new products and technologies have been identified through provincial scientific and technological achievements, 6 have reached the leading international level, and 16 have been internationally advanced.

In 2005, Lu Tai Company took part in the formulation of the national standard of yarn dyed fabric and yarn product, and became one of the 9 units participating in the national standard of shirts product development at the end of 2007.

From manufacturing products to building brands to making standards, steady development over the years has led Lu Tai to be at the forefront of the textile and garment industry.

With the continuous pformation of new achievements in science and technology, Lu Tai has gradually formed a product system of 82 series and tens of thousands of colors with the core of natural fiber fabric as the main line, the multi component functional fiber fabric as the leading, and the wash and wear super ironing technology as the core.

Through the development and listing of formaldehyde free fabrics and organic cotton products, the functional and healthy fabrics advocated by Lu Tai have become the fashion trend leading the world of yarn dyed fabrics.

With natural fiber fabrics as the main material, we actively adopt new fiber materials, in-depth study of short process, high-efficiency and energy saving production technology, focus on developing low carbon clothing products, and achieve sustainable development of enterprises; and cooperate with international assistant manufacturers, such as cooperating with the company in developing skin care fabrics.

Fashion voice

In the October Intertextile Shanghai fabric exhibition, Lu Tai will appear for the first time in the fashion show stage of the exhibition.

What is the reason for this, so that Lu Tai, a company with a low profile, began to show the professional audience in this fashion show? "All along, Lu Tai is an important member of the production company of yarn dyed fabrics. He is constantly studying the trend of fashion to find out the trend from research to the trend of fabric production and brand management.

The fashion show stage of the Intertextile fabric show just provided a good platform. On the one hand, Lu Tai will use this platform to release the fashion trend of 2013/2014 autumn and winter dyed fabrics, and on the other hand, we should also display the two major brands of the company: the new products released by Lu TIG Fen Fen and Baijs, to expand the brand influence of the company in the field of textile and clothing.

Zhang Jianxiang said.

"In the future, we will rely on the advantages of a perfect industrial chain and R & D innovation mode to create luxury brands, boutique brands, and fast.

A brand marketing model that goes hand in hand.

Zhang Jianxiang told reporters.