Brand competition is ultimately a product competition, and product competition is determined by technological content, design, etc. Today, textile and clothing consumption is developing towards a diversified and personalized trend, and people are paying more attention to the essence of the product. How to seize the key points of consumer demand becoming “diversified, fashionable and quality-oriented”? Changing the outdated product research and development model, strengthening the originality of product development, improving the design sense of products, and achieving market breakthrough through product expansion and innovation have become several breakthrough points in brand competition. Now, more and more textile and apparel companies are actively seeking ways to add value to their brands from the perspective of improving product competitiveness.
Product upgrades focus on consumption diversification and quality
In the museum of Bosideng International Holdings, chairman Gao Dekang sat in front of the Butterfly sewing machine he used back then and talked about the company’s entrepreneurial history. 40 years ago, Gao Dekang started his business with 8 sewing machines. With his keen insight into the clothing market and his never-satisfied enterprising spirit, he created Bosideng today. Talking about future plans, Gao Dekang said: “In the next few years, the company will continue to dig deeper into the core down business and become more specialized and refined. At the same time, it will expand children’s clothing, maternal and infant, school uniforms, home textiles, home furnishing and other projects. In addition, it will acquire and merge women’s clothing. brand, and strives to launch it within three to five years. “In 2016, Bosideng selected water-repellent fabrics whose surface can rebound water droplets; selected heat-storage heating linings that can increase the body temperature by 3 to 5 degrees; and exclusively introduced Japanese antibacterial green environmental protection materials. Velvet, the product was immediately recognized by consumers as soon as it was launched.
Similar to Bokedeng’s strategy of extending product categories and integrating technology into products, Yuyue Home Textiles has now become a company with textile R&D and design – fiber manufacturing – printing and dyeing finishing – finished product sewing – brand sales and self-operated operations. A modern textile enterprise with a complete industrial chain of export trade. According to the company’s party committee secretary and chairman Liu Yuexing, in order to adapt to the consumption upgrade and diversified consumption trends and meet the strong demand for hemp products in domestic and foreign markets, the company has launched a product structure represented by high value-added hemp fiber series. Technology upgrading and transformation. Currently, the company’s linen production line with an annual production capacity of 10,000 spindles is in operation. Liu Yuexing said that this linen production line should be built into a second engine besides cotton printing and dyeing, so as to provide stronger support for the development of “green sleep, natural pleasure” sleep products of Yuyue Home Textiles. The hemp yarn currently produced by Yuyue Home Textiles can be sold for more than 100,000 yuan per ton; all the home clothes and bedding produced are supplied to IKEA.
A large number of textiles such as anti-mite and anti-bacterial bedding, far-infrared anti-static knitted underwear, anti-bacterial and anti-UV stockings, and outdoor sportswear made of graphene composite fibers have gradually appeared in the eyes of consumers. These new technological fibers are all produced by Nantong Johnson & Johnson Graphene Technology. According to company chairman Sha Xiaolin, Shanghai Graphene New Material Technology serves as the R&D center and Nantong Johnson & Johnson Graphene Technology serves as the production base, achieving breakthrough results in the preparation of graphene raw materials and the research and development of composite fibers. Eight years ago, graphene raw materials were imported from the United States for 500 yuan per gram. Now, with the continuous efforts of Johnson & Johnson’s team of scientists and R&D personnel, the cost has been significantly reduced. At present, the company’s second phase of graphene raw material production project is nearing completion, and it will have a production capacity of 100 tons within the year. At the same time, it has the industrialization capacity of 5,000 tons of graphene special fiber, and the production capacity will increase to 20,000 tons next year.
Design upgrade, focusing on consumer personalization and fashion
At present, the competition in the industry is returning to the product itself, and research and development has become an important driving force for the development of the industry. Many business leaders said that the essence of current brand building is product design and research and development, which is the basis for ensuring that the brand has its own characteristics.
In order to respond to market changes and adapt to the trend of fast fashion, Nanjing Hellmans Group, which uses wool, cashmere, and mulberry silk as raw materials, increased investment in product innovation and design in 2017. We will build a young and middle-aged echelon of the design team, and the proportion of designers born in the 1980s and 1990s will gradually increase. This approach makes active thinking complementary to the ideas of the previous design team. According to Xu Xu, general manager of the group: “The focus of the company’s work in 2017 is to start with the design aspect, actively feedback foreign design elements to designers, and improve the fashion of knitted clothing. Among them, how can the sweater products reflect fashion and Outer wear is the key direction, and the fashionable sweaters displayed at the Hellmans ordering meeting held in April this year attracted attention. ”
Founded in 1997, Vignas Fashion is a high-end fashion women’s clothing brand enterprise in China. Tao Weimin, the company’s vice president, said: “We are a manufacturing company with pursuits and sentiments, and Vignas wants to be a luxury brand with Chinese cultural elements.” For this reason, since its listing on the Shanghai Stock Exchange in 2014, Vignas Continuously strengthen adjustments to seek breakthroughs and integrate the design elements of Yunnan’s traditional handicraft – Yun brocade.��In the brand. For design improvement, Vignas adopts an internal competition method within the team. Currently, Vignas has four design teams in different regions. Due to different cultural influences, the design teams have unique understandings of fashion, and the works designed with the same theme have their own characteristics.
For brands, the process of mutual learning and reference between design teams ensures brand innovation and market recognition. Some of the most important market apparel brands in China’s fashion circle always insist on providing consumers with good products. The company continues to study materials and develops more new materials for use in products. At the same time, we will strengthen the application of traditional handicrafts, introduce Miao embroidery, Chaozhou embroidery and other techniques and integrate them with modern technology to resurrect traditional handicrafts. Companies that also integrate traditional handicrafts into design include Yi Zhihui, Xuelian, Exception, etc.
Many heads of clothing companies believe that culture is the foundation of brands, and traditional cultural techniques can give companies more design inspiration. While brand companies realize their own uniqueness, they also bring traditional culture, techniques and consumers closer to each other. .
Source: China Textile News
Author: Liang Yong
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