Industry Perspective: Building A Market For Chinese Chemical Fiber With Chinese Characteristics

Enterprises must correctly analyze the history and current situation of China's industrial development, understand our national conditions and culture, and integrate and refine foreign advanced experience while learning and absorbing foreign advanced experience, so as to establish a new product market with Chinese characteristics.

From the perspective of the development of domestic chemical fiber industry, the development of chemical fiber products has entered a new stage. At this stage, enterprises should not only focus on the growth of weight, but also pay more attention to the improvement of product quality and efficiency.

Faced with the situation that products are flourishing in the market, enterprises have felt the difficulty of successfully listing new products.

Therefore, we must correctly analyze the history and current situation of the development of China's chemical fiber industry, recognize our national conditions and culture, and learn and absorb advanced experience from other countries.

The first step is to rely on official power.

With the help of official strength, products can not only be supported by official powerful resources, but also help consumers to trust products more.

In the early stage of building a brand, relying on the official image and supplemented with necessary publicity, enterprises can not only save money, but also minimize the risk of the enterprise and the market.

The second step is to choose excellent partners.

The brand value of fiber is ultimately reflected through clothing. Once the quality problems of clothing appear, the reputation of fiber manufacturers will also be damaged.

Therefore, enterprises need to choose excellent partners for directional sales, and make technical guidance to every link in the industry chain to ensure the quality of final garments, so as to ensure that the cooperation between fiber manufacturers and downstream manufacturers will not have a negative impact.

Take the promotion of DuPont Leica brand as an example.

DuPont Co set up "Leica" as the center.

The third step is to use the third party mechanism tag.

The issuance of unified tag will become an important link in the construction of high quality fiber International (domestic) supply chain and sales system engineering, which will be carried out by the specialized agencies under the third party organization, and the production and sale of the suspended fiber products should be carried out in full accordance with the relevant standards.

The scope of certification includes: first, safety and functional certification; the two is component authentication, such as fiber composition and content ratio.

The products that need to be evaluated must pass strict examination and approval conditions. After issuing the tag, the third party organizations will implement the whole process supervision and guidance according to the actual situation, and guide the downstream use by adjusting the technological parameters, implementing the fixed proportion (blending, interweaving), selecting specific equipment, and developing new products in cooperation.

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In addition to the three functions of "quality assurance", "safety assurance", "functional assurance and differential guarantee", the unified tag also emphasizes the core element of "exclusiveness", which is determined by the actual situation of the domestic chemical fiber industry.

"Exclusiveness" has two meanings: first, the exclusive use in a single field, that is, issuing a tag for a fiber producing enterprise in a certain period of time in a certain field.

In this way, we can ensure the distinctiveness of products, enhance the visibility of enterprises, help consumers identify, and also enhance the quality of enterprises. Two, brand protection. Because of the cooperative relationship between fiber enterprises and garment manufacturers, the sales terminals are reflected in the use of tag, and it is easy to be counterfeited. Therefore, we need to strictly control the sales channels of fibers, and we need to know whether fabric manufacturers and garment makers really use the fibers correctly and truly, so as to ensure the purity of the brand from the source of sales.

At the same time, the third party organizations will conduct unscheduled checks on the garments and fabrics with unified labels, and will take immediate steps to stop them if problems are found.

The third party mechanism will become a new measure to promote the harmonious development of the industry and serve the enterprises. It will also become the new carrier leading the domestic innovative high quality fiber to the market.

The fourth step is to set standards quickly.

In order to solve the practical problems faced by enterprises in the absence of standards, the China Chemical Fiber Industry Association will formulate industry association standards for new products according to the application of enterprises, and will play a certain reference role in formulating, reporting industrial standards and national standards.

The fifth step is to rely on the terminal brand.

Since the formation of the brand takes a long time to accumulate and a large amount of capital to invest, it is a good policy to rely on the terminal producers to form a joint brand only by relying on the fact that the enterprises themselves can not directly visualized the raw materials in front of the consumers.

The so-called terminal brand is to cooperate with the well-known terminal brand and work together to build the brand.

By creating a joint brand, it helps to integrate resources between manufacturers and distributors, and enhance the stability of product resources and channel resources.

Take soybean fiber as an example.

After experiencing excessive publicity and ambiguous market positioning, soybean fibers began to cooperate with well-known fashion brands in specific areas to re-enter the market.

At present, soybean fiber is only suspended for one kind of underwear.

This special mode can strictly control output and product quality, and guarantee a certain price level.

There are three stages of market promotion for new chemical fiber products with Chinese characteristics.

The first stage is the determination of the target market, that is, to locate the product, then to combine the product with the official to get the high recognition mark and strong resources support.

The second stage is to collaborate with fabric producers to develop fabrics, and then design, produce and sell garments, or rely on the terminal brand, directly cooperate with the terminal brand to create a joint brand.

At this stage, the production standards should be unified through the fast standards of the association.

The third stage is the tag and brand promotion.

The third party organization, with a unified image as the product tag, can not only guarantee the quality of the fiber, but also accelerate the establishment and perfection of the reputation of the fiber production enterprise, and at the same time, help the brand protection.