Super imitation cotton must be used to plan the terminal

Change the philosophy first

This advertisement is a microcosm of the transformation of the development of the fiber industry. It not only thinks about the relationship with the upstream and downstream, but also uses the language that consumers are willing to accept, trying to explain the meaning of the source work of the textile industry and the beauty of the product.

This is a signal of a change in the operating mode of the fiber industry. From the perspective of history, when we bid farewell to the shortage and enter the era of excess, the fiber industry began to seriously consider what is a product and what is sales. At the recent China Association for Science and Technology 2014 Young Scientists Seminar on the Application of Research on the Processing Technology of Over-imitation Cotton on Both Sides of the Straits, some experts summed up the development experience of the Chinese Taiwanese fiber industry, and concluded that fiber companies cannot simply believe that the production of fibers and the successful completion of sales are Qualified companies are far from the business of fiber companies. The end of consumer goods as a center to see fiber companies, fiber companies can not be completed independently of manufacturing, with other manufacturers have a close cooperative relationship; consumer behavior to see fiber companies, fiber companies can not fully understand the dynamics of the terminal market, its service is difficult to meet the consumer Demand.

Fiber companies should put themselves on the industry chain and re-examine their work. One of the things that the super-imitation cotton project needs to do is to reverse the transformation from the old model of fiber as the core to the new model of industrial chain integration.

Changes in the concept of change in the role of the industrial structure, but it is very difficult to change. Super-imitation cotton as a breakthrough, carrying not only the upgrading of polyester products, but also the development model of innovation.

Thinking to stick to the market

In the analysis of why it is necessary to develop ultra-imitation cotton, the industry cited several reasons: First, the current application of chemical fiber in textile and apparel increased, the total fiber processing is 2/3 of chemical fiber, and the future consumption of chemical fiber in the global fiber The proportion will continue to increase. Second, the upgrading of downstream apparel and other applications has become increasingly demanding for fiber. Third, the consumption of terminals has been upgraded. Consumers' concepts and tastes of consumers are changing, and chemical fiber companies must make innovations and adjustments by seeing the needs of the market. Fourth, the chemical fiber industry itself is facing the pressure of overcapacity on a phased basis. Transformation and upgrading require technical support and a clear direction. Fifth, under the constraint of environmental resources, the chemical fiber industry should save energy and reduce consumption, research and development and the use of new technologies such as super imitation cotton to ensure sustainable development.

The above issues are objective analysis. In the eyes of downstream companies, they believe that if these reasons are to be ranked, then changes in consumer demand should be ranked first, rather than listening to the industry's use of chemical fiber has been widely used. This is also a reminder that the perspective of the fiber industry should be changed. It is not possible to consider the future from its own perspective, but to proceed from the needs of consumers. If the consumer is God, the customer's God is his own God.

This can be clearly seen in the speeches made by the representatives of Taiwan and mainland China. When An Dazhong, deputy director of the Taiwan Textile Industry Research Institute, introduced the development strategy of Taiwan's differentiated fiber technology, his research and development from the beginning analyzed the needs of the terminal market, and quantified the steps of each link in production with the production and marketing model. He said that the research and development case of polyester with sub-micron structure indicates that technological innovation is not just a matter of laboratories and factory workshops. He has to formulate marketing strategies for each R&D product and aims at satisfying consumers. "Continuously upgrade and improve. At the same time, when studying and producing fibers, we must also pay attention to the big climate, that is, always pay attention to the international fashion trend and pursue the trend. This appears to be a bit "virtual" in the mainland's fiber companies. They achieved product landing and promotion through model quantification and strict implementation steps.

Just as a representative of a manufacturer of artificial leathers stated that there are technical barriers between industries, technology thresholds cannot be made into their respective capabilities, but they must be opportunities for cooperation. If you work together to make a pair of shoes, this shoe will certainly be liked.

Promotion must have system

Breaking the cyclical fluctuation of chemical fiber requires the industry to make a brand. Ultra-imitation cotton is doing such work, launched the "Yi cotton" brand. However, downstream companies have stated that the price of super-imitation cotton is more expensive than that of general fiber products, but the terminal has not been recognized by consumers and has not been sought after by consumers. Why do terminal companies have to laboriously choose this product? A representative of a terminal company thinks more directly that he is not as good as anyone else. It is not as good as pushing for end-users to spend so much energy and material resources for the promotion of fiber companies. After that, all companies will actively participate in joining. Moreover, this also has a precedent for success in the industry.

A downstream company has compared the success stories of consumer products in other industries. It is suggested that over-imitation cotton can also learn the idea of ​​explosion models and single-item products. It focuses on the introduction of a functional product that is accepted by the general public and gradually promotes more products. Its current concept is too large to be submerged.

Industry sources said that the ultra-imitation cotton industry has just begun to cross the stage of product industrialization, and marketing is in full swing. The communication with upstream and downstream is still in the running-in phase, and some technical problems are still being improved. A variety of marketing methods will be explored, but certainly no longer the old path of pure production.

The strategic alliance for technological innovation in the chemical fiber industry is the organization unit of the over-imitation cotton project, and its role is constantly deepening. Zhao Qiang, vice chairman of the Alliance, said that it needs to absorb more downstream companies to participate in the work of the alliance. The big brands of those terminals are exactly what they are looking for in the next step. In other companies in the industry chain, they have to choose companies with R&D preferences so that the establishment of the industrial chain will be more efficient.

At the same time, it is necessary to establish a strict tag system as soon as possible. Downstream companies have taken the initiative to raise this issue and have also summed up some failures in the promotion of innovative fiber. To do a good job of marketing should be backed by standards, with a clear logo. Doing a good job in standard system certification can ensure that the fruits that are produced are successfully harvested. The downstream companies' request for this point also shows that they need to participate in the protection of interests.

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