The Differentiation Of Chemical Fiber Industry Aims At Creating Value.

The differential rate of chemical fiber is a country.

One of the important signs of production technology level.

Since the 80s of last century, the development of chemical fiber in China has gone faster and faster.

The differentiation of chemical fibers has become an alternative note of innovation.

China's chemical fiber "12th Five-Year" plan put forward that the whole industry product differentiation rate reached over 60% by 2015.

The total amount of differential fiber is more than 23 million 400 thousand tons.

A group of statistics from China Chemical Fiber Industry Association shows that in recent two years, China's chemical fiber enterprises have strengthened the development of differential fiber modification and high-end products, for example, the new generation of polyester (Imitation cotton) fibers, the new generation of simulation (functional) fibers, and the dyed fibers of raw liquor have developed rapidly.

In 2013, the differential rate of chemical fiber products reached 55%, and the self-sufficiency ratio of chemical fiber for high-grade fabrics and products reached 82%, and the proportion of industrial chemical fiber reached 27.8%.

According to the insiders, on the whole, the chemical fiber differential rate in China is very high.

However, the differentiation of individual fibers needs to be strengthened, and the difference of differentiation is not big enough, and the similarity is relatively high.

Enterprises should also make an issue on the identification of differential fibers.

Differentiation does not mean that there is market demand.

At some exchanges in the industry, some of the new fibers developed by some faculty members were praised.

It is considered to be "armchair strategist" when evaluating it.

For example, a new type of viscose fiber developed by a university is considered to be more gimmick than reality.

"The price is not high, the characteristics of the product are actually other products, and the price performance is not appropriate."

A representative of viscose enterprises said.

In the view of enterprises, the development mode of industry, University and research needs to be further deepened.

Some scholars believe that we can not deny this kind of innovation in Colleges and universities. Brainstorming can also give more ideas to enterprises. These ideas do not necessarily have to conform to reality and production. That knowledge is too utilitarian.

In addition, is it possible for enterprises to jump out of the original train of thought for the development of new products? In a meeting of the industry, several fiber enterprises took the stage to promote their own new fibers. The representative of the famous sports apparel brands in Taiwan commented: "they say the superiority of the products themselves, without mentioning the needs of consumers at all.

Far away from consumers, where do they know that their advantages are real market needs or are they at all inferior? "The business representative also reminded," pay attention to the Taiwan regional representatives who speak on the same stage. They always emphasize market feedback when introducing products. "

Immersed in the joy of technological development, it is separated from

Trends and trends are related to the assessment methods of colleges and enterprises.

College teachers and students should produce new ideas and produce new products if they want to publish their essays.

An old expert said that the pressure of paper teachers is so great that some of them will not be able to produce a paper without fiber enterprises, not to mention the downstream market.

This expert thinks that academic papers like textile and chemical fiber should be based on practice and experiment.

In some enterprises, there are rewards for R & D of new products.

Some new products are not generated from terminal needs, but are inspired by the minds of front-line technology workers.

"A slight change can be called a new variety of differentiation."

Over time, the problem of enterprise innovation mechanism has taken place, and this shortcut innovation has become popular.

Duan Xiaoping, chairman of the China Chemical Fiber Industry Association, said that in view of the current market situation, simply talking about differentiation can not save enterprises.

Blindly improving the differential rate of products is not a strong means for enterprises, nor can technology research and development be directed at improving differentiation.

Enterprises also need to study the downstream market seriously.

Koch group, one of the largest private enterprises in the world, is developing rapidly with the "market based management mode". The wisdom of long-term development is to work around the market.

It is not easy for industrial products to lead the market trend.

There is no international big enterprise burning money brand operation, not to mention is led, even see the market is very difficult.

Therefore, for the majority of fiber enterprises in China, it is still the main research and development path to cooperate with downstream enterprises.

This year, Yizheng chemical fiber polyester differential rate reached 78.9%, increased over the same period last year, but differential products increased more than conventional products gross profit fell.

Yizheng chemical fiber responsible person said that the company is guided by the market, establish and improve the dynamic adjustment mechanism at the same time, revised and adjusted the organization performance appraisal method.

Contradiction between minority and scale

Differentiation is a process of striving to disintegrate itself. Through self differences, it leads to concern and popularity, thus striving to have the opportunity to become mainstream.

At the same time, differentiation is a dynamic process. Today's differentiation may be the normalization of tomorrow.

Coupled with the strong market cycle of textile and garment market and the changing trend of fashion, it is also necessary for enterprises to cultivate a mechanism to follow the trend and innovate at all times.

Therefore, in the actual management, the traditional production center of chemical fiber enterprises will be pformed into R & D centers, and front-line business personnel should also cultivate market awareness, not only knowing how to produce, but also knowing why they are produced.

There are contradictions between chemical fiber enterprises and differentiated products.

On the one hand, differences can be distinguished from mainstream products, while "non mainstream" often means niche products.

The level of chemical fiber differentiation in Taiwan is relatively high.

According to the insiders, the overall population base of Taiwan is small. There are many small capacity equipment in the production equipment, and the production is relatively flexible. It also lays a good hardware foundation for the differentiation.

On the other hand, we should not reduce the enthusiasm of developing differentiated products because of shortsighted thinking.

In the long run, those differentiated varieties that meet the needs of the market have become the potential of a large variety of products. For instance, the minority specialties now occupy half of the polyester fiber.

Moreover, with the improvement of people's living standard, the individualized consumption culture is growing.

Some segments are being trained, plus the huge base of China's population.

The long tail theory, which has prevailed in recent two years, is the concern for this phenomenon.

At the outdoor exhibition held in Beijing, a representative of many years of outdoor products said that China's outdoor clothing has been growing rapidly in recent years. "We have gradually accepted the idea of wearing different clothes on different occasions."

This market will also expand significantly with the improvement of people's living standard.

There are also large spaces for outdoor thermal insulation, moisture absorption and quick drying.

From the device perspective, the industry believes that at the current level of equipment, the development of differentiated products has been very abundant.

Moreover, with the further improvement of melt direct spinning technology, many functional and differentiated products can be realized through this technology.

The advantage of future slicing spinning is no longer or will be eliminated.

The practice path of differentiation

Is it aimed at expanding market share or focusing on differentiated products?

As for enterprises, they all understand that they can only do something for themselves, do something wrong, make clear choices, and decide what things do not do to better grasp opportunities. This requires enterprises to define their own position first.

Some enterprises often make a mistake that they want to do too much and refuse to give up.

In order to form differentiation of products, starting from long-term planning, we sometimes need to abandon the goal of higher market share and mobilize resources to develop differentiated strategy.

Summing up the experience of experts, scholars and successful enterprises in the industry, we can sum up several steps to make successful differentiated products: study the trend of terminal market, strong technological R & D strength, quality based brand, widely disseminated eye-catching logo, and establish our own supply chain, or value chain.

There is a very interesting phenomenon. When the domestic enterprises are promoting the market, they often talk about products first, then mention the demand of the market. While the enterprises in Korea, Japan and Taiwan in China talk about products, they must first explain why they are developing this product.

This is to change the way of thinking, starting from the trend of the terminal market trend, or at least studying the downstream needs that have not yet been met.

Enterprises need to build corresponding R & D centers to achieve quick response and timely communication.

Good quality is the foundation to win word of mouth and market, but it is difficult in the current market environment.

Some enterprises told the China textile daily reporter that at present, they are struggling to compete for customers, and they are very fierce in price competition. They really do not have enough products, but the quality is even more rare. Such business atmosphere needs to be changed.

Widely disseminated logo can learn some practices of foreign enterprises, do well in standards and tag work, maintain and publicize brand value.

Building value chain is very important.

Michael, the world famous competitive strategy master.

When talking about differentiation strategy, Potter stressed that enterprises should have a different value chain that is carefully designed for their customers.

Marketing, manufacturing and logistics must be different from competitors so that they can be distinctive, otherwise they can only compete on operational efficiency.

At present, the leading enterprises in the industry gradually realize this importance, and some establish unique "circles", so that the products can be rapidly industrialized and give higher value added to the industrial chain.

Small circles, high added value and brand names are all the attributes of the "niche" differentiated products themselves, but only need enterprises to re recognize and respect and make use of their production and sales rules.

With strategic planning, enterprises usually need special types of management skills and organizational structure to successfully implement differentiation.

For example, enterprises need to improve the overall quality of a business, establish product image, maintain advanced technology and establish a sound distribution channel.

To implement this strategy, enterprises need managers with strong research and development capabilities and marketing capabilities.

At the same time, in the organizational structure, the successful differentiation strategy needs a good organizational structure to coordinate various functional areas, as well as an incentive system and management system that can ensure the creativity of employees.

Here, corporate culture is also a very important factor. Hi-tech enterprises need excellent creative culture and encourage technological personnel to innovate boldly.

In addition, consciously use financial management to determine the survival of differentiated varieties.

The existence of an enterprise is to create value, and enterprise value is the wind vane that dominates business operation and decision-making.

The management idea based on value creation can make the financial management of enterprises turn from simple investment and financing business to all-round intervention in strategy, management process and enterprise management.

The promotion of this financial management mode will help enterprises choose which varieties to develop and produce, and which varieties to give up, so that perceptual information from the market will become rational calculation of enterprise operation and production.

Just like Yizheng chemical fiber, we should make a separate evaluation system for differentiated products with high added value.