Knitting Enterprises Are Not Short Of Selling Points, Lack Of Individuality And Brand Building.

< p > this period, we take two different types of < a href= "http://www.91se91.com/news/index_c.asp" > knitting enterprise < /a > as examples to analyze their development wisdom and provide inspiration for the industry.

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< p > < strong > case 1: there is no lack of "selling point" and lack of personality < /strong > < /p >

< p > winter cold aggravated, < a href= "http://www.91se91.com/news/index_c.asp" > underwear > /a > hot.

After visiting the underwear market, we find that there are new selling points for underwear this year. There are three kinds of publicity selling points: first, fat burning and body shaping; two, natural fiber; three, science and technology temperature control.

These underwear products have many functions, not only the sales market is booming, but also the network sales.

But as for past years, the selling points of underwear market are endless every year, and many enterprises and brands often rush to the market in a rush.

To reflect on the reason why a "selling point" can not last for a long time is simply that it lacks its own personality and leads to homogenization.

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< p > in a < a href= "http://www.91se91.com/news/index_z.asp" > socks trade fair < /a >, a natural organic colored cotton socks attracted the attention of Zhao Hong, vice president of the China Knitting Industry Association. The accompanying reporters also gathered around to start thinking about the special features of the socks.

The color of the eye looks very soft and close to the skin color. It feels more delicate than ordinary cotton socks. But is it just these characteristics? Look at all the socks displayed in the booth, all of which are made up of two colors of soft green and light brown, and not as colorful as the socks on other brand stands.

"The texture of the product is very important and it will play a vital role in the skin.

Choosing a close fitting garment such as socks requires careful selection of fabric softness, comfort and breathability, so the fabric must be soft, mild, and textured in cotton, with exquisite workmanship, no irritation to human skin, no pollution, and comfortable clothing.

Beijing Tian Cai textile and Garment Co., Ltd., the person in charge told reporters that this kind of socks is made of organic natural colored cotton. Not only that, but their own brand "green" series products, including colored cotton, cotton yarn, all kinds of woven, knitted fabrics, all kinds of clothing, towel blanket series, bedding series, are all made of organic natural colored cotton as raw materials.

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< p > organic natural colored cotton is known as the "treasure" in cotton. It is completely planted according to OCIA international standard. It strictly controls the whole production and processing process, does not use any chemical process dyeing, and truly achieves "pure natural, natural and healthy" ecological fabrics.

The density and weight of the organic and natural colored cotton yarn are higher than that of ordinary cotton. It has the characteristics of soft, comfortable, smooth, skin friendly, antistatic, non irritating, breathable, fast drying, and so on. It can give the wearer the most tender care.

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< p > natural colored cotton has existed since ancient times. It refers to cotton with natural color when it is ripe and boll, such as brown, green, and so on, which is different from white cotton.

Organic natural colored cotton refers to chemical products that do not use any chemical fertilizers or pesticides in the whole process of planting, production and processing. Their products do not need dyeing and other chemical processes in production and processing, and are completely in line with the requirements of "natural, healthy and environmental friendly" ecological textiles.

If organic cotton achieves "zero pollution and ecological cotton", then the organic and natural colored cotton also has the charming nature of "natural and colorful".

To ensure that all natural pollution-free production is called zero pollution ecological cotton.

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< p > although the types and application scope of natural colored cotton products are increasing gradually, it can be said that the selling points and personalities of the products themselves are not lacking. However, at present, the color of natural colored cotton is only two kinds of brown and green, and the color composition is relatively simplistic. This is also determined by its "natural" ecological gene, and there are still some limitations in product promotion.

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P > comprehensive dialysis: every time a new product conference is interviewed, reporters will ask the company or brand: what is this year's selling point? And many of the bosses in the interview are mostly talking about the advantages of their own products.

But many people do not know the selling points of their products. They often confuse selling points with characteristics, or even vague.

Analysis of the reasons, they did not start from the market and their actual situation, so that product packaging lack of personality, resulting in homogenization of the market.

This is also the reason why many brand markets are cold or fast aborted, or even disappear.

For underwear dealers, select the investment object to see the market breadth, two look at the product characteristics, seize these two points to find out the real selling point of the product to promote it.

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< p > expert opinion: Wang Feng, President of Hejun Consulting Group, believes that the Hosiery Industry in China is in the process of development from the growth stage to the shuffling stage.

In the competitive stage of competition, it is bound to face a shuffle. Enterprises need to rationalize and centralize distribution channels, encourage new product development, and focus on quality competition and other high value-added services.

The more the economic environment is bad, the more attention should be paid to the improvement of internal management capability.

Moreover, it is to find the dilute shortcoming of industrial development, to integrate resources effectively and rationally, to broaden their horizons and to locate accurately, so as to get the favor of capital.

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< p > < strong > case two: refuse to be "big" and concentrate on "minority" < /strong > /p >

< p > a recent internet news has produced a new word called "refuse to rise".

They say that they refuse to rise in the workplace, and they refuse the good intentions of their leaders for their hobbies. They say: work is not the only thing in life.

Seeing this news not only reminds reporters of a knitting enterprise owner who met in a knitting industry exhibition, his viewpoint of enterprise development is actually refusing to be "big", only for "small crowd".

Compared with a large number of large scale enterprises, his views are quite special.

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< p > "our customers are mostly private owners of small shops, buyers of collectively owned stores or independent designers.

Because they prefer these high-end fashion oriented cashmere products with bold design and style.

Executive director ho Hei told reporters that HEBBY apparel (Shanghai) Co., Ltd. is a US plus joint venture fashion company, founded in 2005 in Shanghai, the company is not large, the production center has only 60 production and technical workers, but the design team is made up of independent designers in the United States. The product design is based on original fashion. In order to ensure high-end quality, 50% high-grade raw materials are imported from Italy.

Therefore, it has established a good foundation in the European and American markets.

At present, there are two main business directions to expand the domestic market: first, to provide the small volume of finished products of cashmere and cashmere blended products in the autumn and winter and two seasons in spring; two, to accept the design, development and production of high-end cashmere knitted products.

Therefore, only for the "minority" type of customers to cooperate.

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< p > "in the future, the" fixed "cargo system will be a trend and trend.

He Xiangqun said, "nowadays, more and more strong and famous brands are promoting and implementing the" fixed "goods system.

"Order system" means that some franchisees buy out certain styles of goods in order to seek the dominant discourse power of the product.

Therefore, we only offer small quantities, sometimes even a few pieces, to customers, instead of buying large orders that are specially designed for wholesale market.

At present, we are turning from the European and American market to the domestic market. The goal is to provide customers with fashionable and cashmere fashion with original taste and high quality.

We hope to serve more different types of customers, grasp more market information, rather than simply rely on quantity to maintain a single customer, so that even in the whole industry situation is not good, we still maintain the growth of the number of customers.

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< p > comprehensive dialysis: products in the market to open up territory, we must break the inertia thinking in the past, and learn from the traditional mode and tricks to seek breakthroughs and innovations.

For example, in the original marketing strategy, we should strengthen the service concept, adopt direct marketing, set the target on the "personalization" basis, and provide targeted services, and establish a direct relationship with him, such as today's popular experience marketing.

The strong independent designer team, 50% Italy imported high-grade raw materials, plus a highly skilled 60 person production technology team, this is the advantage of Hebi dress, compared with most knitting enterprises, their scale can only be a tiny one.

But what is different is that they know where their advantages are, and how to make the differentiation of their products, that is, to establish a direct one to one relationship with customers for niche market.

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< p > expert opinion: Wang Yifu, a brand planning expert, believes that the brand must be positioned first.

At present, more and more manufacturers and wholesalers are turning into branding operations, and the homogenization phenomenon is more serious.

To build a brand well, it must be based on the status quo of the brand, combined with the future development trend of positioning, take the lead in the differentiation of the brand structure to make it more competitive.

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