Fabric Enterprises Need To Rely On Channel Strategy To Win The World.

From 2013 to 2014, in the running trend of the entire textile industry, it has become the real feelings of most people in the industry to get out of the trough and welcome the spring. However, the process of the industry's recovery is far from being accomplished overnight, and is also true for China's fabric industry.

From the size of large orders to the aliasing of small orders, from the development of overseas markets to the development of domestic market, from the traditional offline operation to the current network test, some thinking and progressive fabric enterprises are expanding their market channels according to their actual conditions.

There is a saying that all roads lead to Rome. This sentence comes to the conclusion that for our vast fabric enterprises, all roads lead to market access. How do we get on the road?

　　 Practical training in various channels

"Now the business is hard to do, and the domestic and international markets are not very prosperous. Signing the bill is no longer just sitting in the office." "Customers are now very cautious about placing orders. If the product is to be or not, how long will it be?" the other side will think deeply about it for a long time. "The competition is too intense. There is no list to be taken without innovation." When interviewed many domestic textile production enterprises, we heard such a lot of times. Although there are a lot of complaints, it is not difficult to see that the market is relatively difficult, and the situation of enterprises is different from before.

　　 Channel pressure generally increased

In the main business of Shandong Hairun investment group, textile manufacturing is on the list. For such a large enterprise group, its textile market channel development is not very ideal. The company's head of fabric marketing told the "textile and clothing weekly" that the group would regularly analyze the operation and market situation of the industry. From the data point of view, the downstream industries such as clothing and home textiles are not ideal at present, which to a certain extent affected the marketing of fabric enterprises.

"On the one hand, China's fabric industry is facing the unsatisfactory impact of domestic and foreign markets. On the other hand, at the national policy level, the support for the textile industry is not enough. Therefore, the market downturn continues to exist. This situation is still very big for our small and medium-sized fabric enterprises, after all, their ability to resist market risks is weaker. But for the excellent fabric enterprises, I think the problem is not big. And some enterprises will make good use of the opportunity to shuffle the industry, go against the trend and achieve a new round of market expansion and enterprise development. The person in charge said.

Guangdong Jianye Textile Co., Ltd. in recent years Fabric products In terms of R & D and design, it can be seen in the forefront of the industry. However, in the face of market reality, Yan Huaying, general manager, has also revealed his own worries. "Now there are many fabric enterprises, and the market competition and pressure are very large. The risk of being eliminated by the market is not enough for the enterprises to go one step at a time, which also makes us cautious in the process of development. How to maintain good old customers and develop new customers has also become a problem we are always thinking about. More focus on service has also become an important part of our market development. We hope that we can use our attention to get customers' recognition and constantly expand the share of market sales. " Yan Huaying said.

　　 Trying to control uniqueness channel

In this case, for fabric production enterprises, changing from details will become a magic weapon for enterprises to broaden their marketing channels.

In 2009 and 2010, it can be said that the fabric industry in China is in good condition. Orders are soft and factories are busy. The Jiangsu Donghua Textile Co., Ltd. was in such a situation at that time. The big orders were gratifying. However, in 2013, the entire fabric industry market was weak, and Donghua textile began to actively undertake small orders, especially air spinning orders, which they did not want to do in the past.

"Small order production is not high, labor intensity is great, almost every day to change a variety, production is difficult to manage, quality is more difficult to control, these are our headache problems. However, if the order is not signed, it has to be signed, not signed, how to live. From mass production to small batch orders, it is the embodiment of real-time adjustment of details according to the market conditions. With the joint efforts of all of us, the production of this small batch of orders has gone smoothly, and has formed a virtuous circle. Donghua textile staff said so.

Another advanced way to seize the market in the fierce market competition is the fabric enterprises provide cloth samples for their customers. Although it is only a small fabric, it carries the business opportunity and hope of the manufacturer. In the development of Jiangsu Sheng Hong Fabric Co., Ltd., fabric samples have made a lot of efforts.

According to Tang Junsong, general manager of the company, Sheng Hong usually determines the research and development ideas of new fabrics according to the current trends, and then develops and produces small samples, which are sent to fashion designers to make samples, and then a clothing brand ordering conference will be held before the final order. In the whole process, the role of the sample can not be ignored. Sheng Hong is also favored by many domestic garment manufacturers including Lining, Li Lang, seven wolves and Jin Ba by such details.

　　 Three dimensional platform Make the market bigger

Offline shop sales are no longer news. Online marketing is enough to compose myth. In 2013, the "double 11", Taobao and Tmall also created a miracle of online sales, high turnover, so that everyone who has experienced online shopping will sigh. And careful analysis of the sales data of that day is not hard to see. The two categories of clothing and home textiles are indeed the new force of the "double 11" miracle, occupying two seats in the top ten sales types. From this level, it is not difficult to see that the era of Internet marketing has arrived for the textile industry.

The reporter entered "Daly silk" in the search column of Baidu or Google, and immediately jumped out of Daly silk's official website. In such a professional network sales platform, Dali silk "factory direct sale, genuine guarantee, security payment, service guarantee" words are very eye-catching. And look closely at product categories, including T-shirts, pajamas, shirts, neckties and other products produced by silk fabrics. In the official website, all kinds of pictures, prices and so on are listed in them. These intuitive and vivid display methods and convenient telephone numbers provide unlimited possibilities for Daly silk to sell its products.

Although the practice of large enterprises does not mean everything, it can be regarded as a weathervane for the development of the industry at least. Shandong Ruyi group, as a leader in China's textile industry, has done enough homework in online marketing. On its official website, there are video displays of "Royal Ruyi brand advertising" and "Lu Jiana brand advertising film", and on the website of the "product world", as well as the fabric detail pictures produced by Ruyi, which are clear and striking, have achieved the purpose of publicity and marketing. I believe the company image and product impression will follow clearly and stereoscopic. Content of channel construction is greater than form.

Now, China's textile material market is still in the period of warm and cold. Sales volume and sales volume of some fabric enterprises continued to slump, and profit margins were further squeezed. At the beginning of the new year, fabric enterprises have planned ahead of time, summed up the experience of channel development of fabric market, and are always ready to meet the challenge of market channel construction in the new situation.