Revealing The Marketing Strategy Of Jeans Fabric Market

< p > like cowboy fabric enterprises and other sectors of the industry, they also have to bear the pressure from the big environment.

As for the development of the field of denim, there are many contents worthy of careful scrutiny.

This topic invited 4 representative denim enterprises in China to share the strategic key points of the current business expansion.

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< p > < strong > Shandong Dai Yin < /strong > < /p >.

< p > < strong > strategy 1: green materials achieve breakthroughs < /strong > < /p >

< p > Shandong Dai Yin's "coloring liquor a href=" http://www.91se91.com/news/index_c.asp "denim fabric < /a" can stand out because of its breakthroughs in raw materials and environmental protection.

Xie Songcai, deputy general manager of the enterprise, summed up the research and development ideas of this fabric with "thinking and questioning the elements of denim fabric". The contents of his thinking and questioning include: cost, environmental protection coloring, color cowboy's popularity, comfort, washing effect and so on.

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< p > he further analyzed that cotton prices remained high and fluctuated. The high proportion of non cotton fibers on denim fabrics became the current research topic of the enterprises. Polyester is a cost-effective synthetic fiber, which has development and application value on denim fabrics on the yarn.

The denim dyeing forms are indigo dyeing and sulphur dyeing, and pollution is produced and dyeing and finishing. The industry needs new dyeing forms or non dyed denim fabrics to achieve cleaner production of cowboy fabrics.

At present, the color denim fabric is popular in the market. The traditional production and dyeing methods are difficult to break through in environmental protection.

In addition, the application of high proportion polyester will bring about the problem of poor comfort. The use of moisture absorbent and perspiration functional fibers or functional wet finishing on fabrics can improve this phenomenon.

By means of technical means, a company can achieve a high proportion of raw liquid dyed polyester denim with pure cotton jeans washing effect, or has its own unique characteristics.

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< p > < strong > strategy two: combined with multi-party resources, R & d < /strong > < /p >

< p > about the enterprise's investment in new product development in recent two years, Xie Songcai said that the enterprise formed a cooperative relationship with Donghua University, Wuhan Textile University, Tianjin University of Technology, Zhongyuan University of Technology and other institutions, collaborate and research and develop new textile technology, and adopt a new product research and development task system.

Under the technology center, the development of the research task system is carried out. The research and development topic adopts the team combination undertaking mode. The textile product development subjects involve what majors, and the subjects can organize their own teams according to their needs, so as to mobilize the enthusiasm of the research and development personnel and complete the project in a short time.

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< p > < strong > strategy three: establish a new product protection mechanism < /strong > < /p >

< p > how to make new products go smoothly to the market, Xie Songcai talked about the collaboration between R & D personnel and sales staff.

The R & D department carries out internal promotion of products to the marketing department in the form of ready-made garments, and introduces its raw material application, textile form, dyeing and finishing characteristics, water washing, physical and chemical indicators, advantages and disadvantages of the fabrics, so that marketers are familiar with the new products.

The R & D personnel and marketers will enter the market to communicate with customers, explore new products application and improvement plan, and continuously improve them to meet the demand, so as to bring them to the market quickly.

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What problems will new products encounter when entering the market? How can enterprises overcome them? Xie Songcai said that customers are more accustomed to traditional products and usually need a process to accept new products. P

Enterprises will extend the development of new products to clothing design and clothing washing, so that downstream customers can see the final effect.

New products usually produce more complicated links, how to use new raw materials, how to mix multi component fibers, and whether to add new equipment.

For this reason, enterprises will first ensure that raw materials are kept in stock and there are channels for sustainable acquisition. Besides, enterprises will maintain information flow with the union of raw liquid dyeing of the national textile product development center, and more importantly, the green channel system will be implemented for new product enterprises.

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< p > comment: as an old leading enterprise in the field of denim fabric, Xie Songcai, deputy general manager of Shandong Dai Yin, talked about the coloring denim of the enterprise, and opened up a new way for the clean production of denim fabrics.

At present, cotton prices and energy conservation and environmental protection are the two challenges of the cowboy enterprises. Shandong Dai Yin has started research and development from raw materials, and has actively established cooperation with domestic authoritative institutions and key institutions. At the first time, it has grasps the latest technical information and continuously provides enterprises with innovative power.

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< p > < strong > Changzhou like deer < /strong > /p >

< p > < strong > strategy 1: ensure the operability of creativity < /strong > < /p >

< p > "the biggest difference between jacquard fabric and other fabrics is that jacquard fabrics should be shaped by both gods and shapes, so as to realize the beauty of the patterns and the combination of the inner and outer texture of the products."

Lu Xiaofen, general manager of Changzhou Lu Lu Textile Co., Ltd. expounds the development concept of the denim fabric, and insists on "no breakthrough" and "no overstepping" in creativity.

Why do we have to behave so well? Lu Xiaofen's point of view is very convincing.

Fabric products from the organizational texture, color matching, pattern layout, to raw material combination, prominent features of all elements, the overall hand balance, and then to weaving, subsequent dyeing and finishing process, there are corresponding specifications, enterprise R & D team in the process of creating products, adhere to do not break through the index, do not exceed the specification, the fundamental purpose of this is to ensure that the product in each link can be controlled to achieve final control of fabric products.

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< p > this is a pragmatic development concept.

It ensures the market chance of product development and maximizes the input of enterprises.

When asked about the adjustment of new product development in order to cater for the changes in current market demand, Lu Xiaofen's answer is also very pragmatic: "in fact, we have not made any adjustment in the mechanism of new product development, but only improved the original operation mechanism.

As long as the mechanism is reasonable and flexible, we must follow the established policy.

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< p > < strong > strategy two: improve product positioning accuracy < /strong > < /p >

< p > the purpose of new product development is to get market recognition and customer recognition.

When it comes to how to make new products enter the market smoothly, Lu Xiaofen thinks that the positioning of the product must be accurate.

"Analyzing the factors that influence the marketization of new products, the research and development of products are internal causes, and the channels of marketing methods and methods are external factors.

We all know that internal factors are the key. Therefore, the inspection and evaluation of our products is the main factor that can successfully occupy the market. "

Lu Xiaofen said that external factors such as marketing methods and ways are also very important.

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< p > after 10 years of hard work, the company already has thousands of fabric production processes and large-scale production capacity, and also laid the market position in the jacquard jeans industry.

Although the enterprise is only a subdivision area of fabrics, but in the words of enterprises, it is "taking the road of diversified professional development". At present, enterprises already have jacquard denim, dyed knit, corduroy, cotton wool and other products, and have been widely recognized by the market.

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< p > < strong > strategy three: provide protection for product development, < /strong > < /p >

< p > Lu Xiaofen said that the following enterprises will continue to do the following three aspects of protection for new product development: first, mechanism protection, stable and effective product development management mechanism is the prerequisite basis; two, information assurance, real-time external market and industry development trend information, so that our enterprises will keep their ears in hearing in the development process; three is capital guarantee, and they are not stingy in product development input, dare to explore and dare to try.

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< p > < --EndFragment-- > comment: in the communication with Lu Xiaofen, I can deeply feel the pragmatic spirit of the woman entrepreneur.

In recent years, deer have made great efforts in pattern design of jeans jacquard fabrics, and have achieved good market benefits.

Lu Xiaofen said that all decisions of enterprises are based on market demand. "Cowboy" a href= "http://www.91se91.com/news/index_c.asp" > jacquard pattern < /a > emphasize creativity, but first we must understand the real needs of customers, and also ensure their operability in production.

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< p > < strong > Beijiang textile > /strong > /p >

< p > < strong > strategy 1: the product is mainly in the environmental protection technology brand < /strong > < /p >

< p > in the Intertextile2013 autumn winter noodles excipient exhibition, Beijiang Textile Co., Ltd. has a special exhibition booth. The enterprise also specially set up an exhibition area of 40 square meters beside the main booth, which specifically introduces the innovative achievements of the enterprises in the field of jeans washing technology and clothing design.

Beijiang textile uses Spanish environmental protection technology and new design concept to create a new group of jeans clothing, subverting people's understanding of cowboy clothing and attracting many brand designers' eye.

At the media briefing, technical experts from Spain's dennchic introduced advanced laser and ozone technology to wash water in jeans.

Starting from this year, Beijiang textile and Spain's nzechoshi worked together to establish a denim environmental protection water development center in Guangzhou.

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< p > the design of the Beijiang booth also embodies the concept of environmental protection.

According to Gu Xiang, general manager of the company, the whole booth is made up of 2638 blocks of 1.5 centimeters thick wood, not only more ventilated and pparent, but also can be reused.

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< p > < strong > strategy two: R & D and sales are strong, < /strong > /p >

< p > the development goal of Beijiang textile is to become an international leading enterprise.

Gu Xiang, general manager of the company, believes that to achieve this goal, enterprises should not rely solely on manufacturing and production, but should occupy a more important position in the supply chain, and have greater voice at both ends of R & D and sales.

To this end, Beijiang textile has set up a research and development team of more than 20 people. At the same time, it has an expert team in Europe, and its research results will be linked to local research and development.

In the marketing process, Beijiang textile increased its international cooperation and worked with OLAH, the most influential cowboy fabric trading company in the United States, to penetrate into the high-end market in the US.

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< p > < strong > strategy three: quick response to grasp the initiative, < /strong > /p >

< p > "in the international competition, enterprises should not only emphasize the advantages of cost performance, but also strive for a 15~20 day delivery time faster than their competitors."

Gu Xiang said that Beijiang textile used to operate 80%~90% for foreign trade, and began to sell domestically since 2008. The proportion of export sales has dropped to about 60%.

This year, there is a new trend in the foreign trade of enterprises.

At present, Turkey, India, Southeast Asia and other countries and regions, the rise of competitors, let the enterprise feel the pressure, but also accelerated the pace of pformation and upgrading.

At present, enterprises are constantly improving their stocking system, collecting and analyzing customer data through ERP, understanding the needs of key customers, stocking, shortening the delivery cycle, winning time for customers, and enabling enterprises to take the initiative.

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< p > comment: Beijiang textile has been more active in recent years. With the help of various activities and platforms, the company has promoted the brand image of innovation and technology and environmental protection in Beijiang, and there are some differences between the booth design, product line, promotion method and business philosophy of the company.

At present, Beijiang has increased investment in environmental protection, and has also been able to speed up the promotion of superior resources both at home and abroad. There are many bright spots in the development track of enterprises.

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< p > < strong > Guangdong Zhixing < /strong > < /p >

< p > < strong > strategy 1: grasp style and function trend < /strong > < /p >

Yang Bin, deputy general manager of textile and Garment Co., Ltd., "P" in Foshan, Guangdong, is an important trend in recent years, according to Yang Bin, deputy general manager of textile & Garment Co., Ltd., "http://www.91se91.com/news/index_c.asp". "P".

Since 2010, Tsing Hing has been pushing cowboy jacket fabrics, and sales are growing. Since last year, double-layer cloth has become popular, that is, the fabric is different from each other, the front is denim, and the reverse is cloth.

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< p > "most of the denim fabrics present show better elasticity. For women's fabrics, they are mainly characterized by high resilience and high resilience.

As for men's clothing, their requirements are different from those of women's clothing after all.

Yang Bin said the importance of comfort has also expanded the use of jeans, such as shirts, skirts, shorts and so on.

The color of denim products is more and more colorful. Digital printing, pfer printing, laser washing, laser washing and so on are widely used. In Yang Bin's view, environmental protection has become an important part of cowboy products, and is also a manifestation of the core competitiveness of enterprises.

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< p > < strong > strategy two: adhere to the high quality line < /strong > < /p >

< p > Yang Bin said frankly, the current market situation is becoming more and more serious. The share of cowboy products in domestic clothing has been declining as a whole, and the influx of foreign clothing brands has poured into the industry. This is a process of shuffling the industry, and it is a great opportunity for enterprises with a sense of quality.

"Many domestic clothing brands are trying to improve their market share. They are also optimizing their own supply chain management, which is a good opportunity for the fabric enterprises with the ability to develop and pay attention to quality."

Yang Bin said, at this stage, we can see that the development of large fabric enterprises is becoming more and more stable and the living space is bigger and bigger.

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< p > < strong > strategy three: provide quality service to customers < /strong > < /p >

"P" has always been the main market in China, Yang Bin said. During the years of development, the company has established a strategic partnership with many domestic apparel brands. The marketing department and R & D department directly serve the clothing brand enterprises. The current cooperation mode is to develop basic funds two years ahead of schedule, provide one-stop procurement services, and do detailed communication and adjustment before ordering every quarter.

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< p > in Yang Bin's view, providing quality service to customers is a major prerequisite for long-term cooperation.

At present, it is also expanding production capacity, but the development of foreign market is not ideal at present.

"A few years ago, Zhixing handed over the overseas business development to Itou Chuyori, Japan, but sales volume has not been able to go up.

Under such circumstances, enterprises are also gradually enhancing their foreign trade capabilities, and have established direct cooperation with some foreign brands. "

Yang Bin said that Zhixing will strive to achieve joint development of domestic and foreign markets and win greater competitiveness for enterprises.

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< p > comment: in Yang Bin's interview, he first talked about environmental protection.

"In the past few years, enterprises are talking about environmental protection. Now they speak less, but they regard environmental protection as their responsibility."

In Yang Bin's view, environmental protection has become an important part of the development strategy of denim enterprises, and is also the core competitiveness of enterprises.

In the course of the interview, he did not evade the difficulties caused by the big environment or the insufficiency of the enterprises themselves. But he thought that as long as the enterprises faced up to these problems, they would gradually find solutions. Just as he talked about taking the high quality route, serving key customers and enhancing the ability to open up overseas markets, the competitive advantage of the enterprises became more prominent in the market.

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