Super Imitation Cotton Wool Planning Terminal Idea Change Ahead

During the twentieth China International Chemical fiber conference, a super cotton imitation advertisement attracted the attention of many delegates. 3 minutes and more advertisements create Apple style blockbusters with beautiful pictures, warm scenes and pleasant music. The advertisement tries to cater to the current experience consumption and the consumption trend of ideas, and conveys the artistic conception and spirit of comfort, warmth, innovation and enterprising. After answering the questions of what the dream originates from and what happiness comes from, the advertisement gives the title of "inspiration from good life" and explores what efforts and innovations lie behind our beautiful life in tracing the source.

This is fibre A signal of the transformation of the operation mode of the industry. From a historical perspective, after leaving the shortage and entering the era of excess, the fiber industry began to think seriously about what products are and what sales are. At the recent seminar on young scientists of the China Association for science and technology 2014 applied research on super cotton processing technology on both sides of the Taiwan Strait, some experts concluded that the development of fiber industry in Taiwan province after China concluded that fiber enterprises should not simply think that the production of fibers and then the successful completion of sales is qualified enterprises, and the business of fiber enterprises is far from that. Taking the terminal consumer goods as the center, fiber enterprises can not finish manufacturing independently and have close cooperative relationship with other production enterprises. In terms of consumption behavior, fiber enterprises can not fully understand the dynamics of the terminal market, and their services can hardly meet the needs of consumers.

There are several reasons for the development of super cotton imitation: first, the application of chemical fiber in textile and clothing is increasing. fibre 2/3 is the chemical fiber in the total processing, and the proportion of future chemical fiber will continue to increase in the global fiber consumption. The two is the upgrading of application areas such as downstream clothing and so on. The three is the upgrading of terminal consumption. The consumption concept and taste of ordinary consumers are changing. Chemical fiber should make innovations and adjustments to see the needs of the market. Four, the chemical fiber industry itself is facing the pressure of overcapacity. Upgrading and upgrading need technical support and clear direction. Five, under the constraint of environmental resources, the chemical fiber industry should save energy and reduce consumption, and research and develop new technologies such as super cotton imitation to ensure sustainable development.

All of the above questions are objective analysis. In the eyes of downstream enterprises, they believe that if we want to sort these reasons, then the change of consumer demand should be ranked first, rather than listening to the extensive use of chemical fiber in the industry. This is also a reminder that the perspective of fiber industry should be changed, not thinking about the future from its own perspective, but from the needs of consumers. If the consumer is God, the customer's God is his own God.

This is evident from the speeches made by the representatives of Taiwan and Mainland China. An Dazhong, deputy director of the Comprehensive Research Institute of Taiwan textile industry, introduced the development strategy of differentiated fiber technology in Taiwan. Its R & D analyzed the demand of the terminal market from the beginning. Marketing The model quantifies the steps in each link of production. He said that technological innovation is not just a matter of lab or factory workshop, but he needs to work out a marketing strategy for every product he developed, and constantly upgrade the consumer's "satisfaction". At the same time, we should also pay attention to the climate when we study and produce fiber. We should pay close attention to the international fashion and pay attention to the trend. This seems to be a bit of a "virtual" thing on the mainland's fiber enterprises. They realize the landing and promotion of products through quantitative modeling and strict implementation steps.

Just as an enterprise representative of artificial leather manufacture said, there is a technical threshold between industries, which can not make technical barriers become their own skills, but also become an opportunity for cooperation. If you work hard together to make a pair of shoes, the shoes will surely be liked.

Breaking the cyclical fluctuation of chemical fiber requires brand in the industry. Super Imitation cotton is doing this work, launched the "Yi mian" brand. However, downstream enterprises say that the price of super Imitation cotton is more expensive than that of ordinary fiber varieties, while the terminal has not been recognized by consumers, and has not been sought after by consumers. Why do terminal enterprises need to choose this variety of effort? A representative of a terminal enterprise thinks more directly that they say better than others. The promotion of fiber enterprises is much more energy consuming and material resources than the promotion of terminal consumption. After that, enterprises in all aspects will take the initiative to join in. Moreover, there are precedents for success in the industry.

A downstream company compares the successful cases of other industries with terminal consumer goods, recommends that superimitating cotton can learn the idea of exploding money and star products, focusing on the introduction of a functional product, which will be popularized gradually after being accepted by the public, otherwise its existing concepts will be oversized.

Insiders say that the super Imitation cotton has just begun to cross the stage of product industrialization, and is actively marketing. Communication with the upstream and downstream is still in the running in stage, and some technical problems are still being improved. A variety of marketing methods will be explored, but it will no longer be the only way of production before.

As the organizational unit of the super cotton imitation project, the role of the strategic alliance of chemical fiber industry innovation is constantly deepening. Zhao Qiang, vice chairman of the alliance, said that more downstream enterprises should be absorbed into the alliance work. The big brands of those terminals are the partners they are looking for next. Other enterprises in the industry chain should choose those enterprises with research and development preferences, so that the construction of the industrial chain will be more efficient.

At the same time, we must establish a strict tag system as soon as possible. The initiative of the downstream enterprises to raise this problem is also a summary of some lessons learned from the promotion of innovative fibers. Good marketing should be backed up by standards and marked by tags. We must do a good job in standard system certification to ensure that the fruits are harvested smoothly. The downstream enterprises put forward this requirement, and also showed that they need to protect their interests in participation.