After 81 Years Of Persistence, How Does The Cellulose Fiber Enterprise Convey The Idea Of "Green Good Product"?

Recently, the 2019 China International fabric design competition sponsored by the China Federation of textile industry and the forty-second (2020/2021 autumn and winter) China fashion fabric finalist review were held in Beijing. It is noteworthy that this competition and Lan Jing fiber (Shanghai) Co., Ltd. jointly established the "Lan Jing fiber product development and Application Award". The special award is set up to promote excellent quality fibers and innovative technology applications, encourage and guide enterprises to diversify their product development models from the source of fiber materials, pass on the concept of life style of green environmental protection and sustainable development, promote collaborative innovation and enhance sustainable competitiveness of the whole industry chain.


During the contest selection, the reporter interviewed Hu Yueling, head of business development and marketing in the Greater China region of Lan Jing, and discussed the performance and characteristics of Lan Jing products and the future consumption trend demand.


Rooted in environmental protection, leading innovation


As the leader of the cellulose fiber industry, for 81 years, the group has been showing and sharing how to stick to a sustainable lifestyle and help create a cleaner environment for the earth. A few days ago, Lan Jing became the world's first carbon neutral fiber producer, becoming a new milestone in the group's green road.


It is understood that the selection of "Lan Jing fiber products development and Application Award" in this contest clearly requires that the products contain TENCEL LENZING brand fiber and modal fiber, Lan Jing (ECOVERO?) brand fiber and Tencel fiber brand REFIBRA. "In recent years, people's awareness of environmental protection has been steadily improving, especially in the fashion textile industry in recent years. It is estimated that by 2025, the consumption of raw materials will be doubled in the textile industry, and the whole industry is looking forward to a more sustainable and ecological footprint minimization solution. These 3 products are based on environmental protection. Hu Yueling said.


According to the introduction, the natural silk fiber is a special brand of Lan Jing group. It is made from renewable natural wood and is produced by environmental protection technology. In addition, the comfort, breathability and skin affinity of the products bring about a variety of plasticity for the textiles, and make it closer to fashion and meet the different design needs of the designers.


In the autumn of 2017, the brand fiber of the first brand to be introduced into the market is traceable to the whole industry chain. It can be traced back to the whole industry chain. It is based on the certified renewable wood source, and adopts the production technology that meets the requirements of high standard ecological and environmental protection. It is tailored for the sustainable development of lifestyle and helps create a cleaner earth environment. The impact of the brand fiber in the manufacturing process on emissions and water quality is reduced by 50%. According to the Higg MSI measurement tool, carbon dioxide emissions and oil consumption are about half of the industry average.


The technology of Yuefei fiber, which pioneered the pioneering business, will upgrade and regenerate the remaining proportion of the waste cotton produced in the garment industry, together with wood pulp as raw materials, to produce new tin silk fiber, fabric and clothing. It is understood that the technology is based on the closed production process of the winning silk awards, Tencel and Le cel, which is the first step for Lenzing Co to promote the development of circular economy in the textile industry.


Hu Yueling said: "when green ecology becomes the focus of consumer attention, when the public's growing concern about environmental issues gradually affects consumers' shopping habits, green products will gradually become the protagonists of the market. The group has always been committed to the transformation of environmental protection fashion to ease the ecological pressure caused by the fiber industry.


Move forward steadily


There is no doubt that environmental protection has become a trend in the development of textiles, and this is also a good tool to attract young consumers. Nowadays, more and more consumers are willing to pay for the sustainable green clothing brand. Hu Yueling also added some views on the trend of consumer demand. "First, young consumers express a strong sense of self expression and pay more attention to the expression of personal self attitude, which puts forward completely new requirements for brands. Enterprises should be more individualized from concept to design, giving consumers a sense of pleasure in body and mind, while the fibers made by Lan Jing are comfortable and are catering to this trend."


"Today's market is in excess of demand, and the whole competition pattern has changed. The channel of electronic information reconstruction has made the role of traditional channels weaker and weaker. It is becoming more and more difficult to get consumers' cognition. The core of the whole competition lies in whether they can get the best position in the minds of consumers. This is also the core point of the thinking of explosive products. Hu Yueling hoped that the Lan Jing group could seize the opportunity together with the brand, go deep into the consumer group after 95, and create a single product. In addition, she believes that wearable devices with technological sense are also the next development outlet for enterprises, and many enterprises have begun to enter. But in view of the cost constraints, how to popularize it will also be a big problem for manufacturers.


Under the influence of a series of uncertainties and challenges at home and abroad, it is a must answer for the industry to decide where to go. Hu Yueling said that as an upstream enterprise of textile industry chain, Lan Jing group will continue to stick to its own strength. It is reported that the group is increasing the capacity of the steel to respond to strong market demand and the position of the leading fiber company in the reinforcement group, and plans to invest more than 1 billion euros in the new Lai's fiber plant area in the next few years. As the first phase of the project, the newly built technology zone in Thailand has been approved. The factory has an annual output of 100 thousand tons, with a follow-up investment of about 400 million euros.


Hu Yueling concluded: "in the future, we will continue to adhere to the concept of sustainable development, and transmit natural, safe and comfortable products to end-users through various channels and diversified promotion methods, and also convey and convey the concept of sustainable environmental protection to promote the sustainable development of the fashion industry."