How Does American Cotton Capture Chinese Consumers?

At the end of March, "Mian, you imagine," the 2014 project was launched in Shanghai. As in previous years, this project still advocates the importance of cotton material and does not promote any specific products. It seems like a scratch, but Americans know how to knock on the door to China's largest importer of cotton in the United States.

　　 Industry and Consumer Work along both lines

　　 cotton It is one of the most important export agricultural products in the United States. However, as the artificial fiber continues to occupy the cotton market, the United States International Cotton Association and the US Cotton Corp have been born.

China is undoubtedly the most important exporter of cotton in the United States. According to statistics, in 2012, the United States exported 1 million 480 thousand tons of cotton to China, valued at US $3 billion 700 million, accounting for 12.9% of China's total exports of agricultural products, accounting for 50.3% of US cotton output.

The promotion in China is clearly divided into industry and consumption. "We have maintained good cooperation with the China Cotton Association, visited and participated in exhibitions, and regularly set up cotton schools in China to provide training for cotton textile mills, spinning mills, retail brands, textile school students in China's supply chain," he said. Mao Kailin, director of China's international cotton association, said.

　　 from Offline Exhibition Continue to innovate online video.

But what is more familiar is the "M Ian" sponsored by the Cotton Corp and the international cotton association of the United States.

The promotion of this project can be overwhelming. In 2009, the project group held the "cotton wonder Exhibition" held in Shanghai and Beijing, showing the various magical effects of cotton, attracting large numbers of young visitors. In 2010, the public exhibition of urban cotton fields in Guangzhou also moved a real cotton field to bustling downtown.

With the launch of the project, Cotton Corp survey data showed that Chinese consumers' consumption and popularity of cotton rose sharply. In 2001, only 4 of the 10 consumers in China liked to wear jeans, and now there are at least 7. In 2013, 77% of Chinese consumers thought that the quality of clothing made of natural fibers was better than that of 2008, which was 8% higher than that in 2008.

"We have begun to shift the focus of the project from line to line, and the audience on the network platform is more extensive." Rick, senior vice president of Cotton Corp, said. In 2013, "M Ian, you imagine" the official micro-blog launched "cotton swim China", "cotton swim world" and "flip cotton" have attracted a large number of participants, but the online highlights or micro films. This year's series of Microfilms invited Sun Yizhou, the hero of love apartment. "We are going to tell a love story this time." Han Rick said.