End Xiaoping: The Era Of Fiber Brand Has Arrived.

In China, the core of a brand lies in its direct impact on consumers. Consumers do not really see or touch the product before deciding whether to buy it, but they already have the intention to brand or product before shopping.

From the past ten years of development, although the technological progress of China's chemical fiber industry is very obvious, the level of equipment and manufacturing is obvious.

In the next ten years, the structure of the world's chemical fiber industry is changing quietly, and the above factors are changing radically.

The development of China's textile and chemical fiber industry is changing from quantity growth to variety and quality improvement. Transformation and upgrading, innovation and development have become the development of textile and chemical fiber industry.

Compared with traditional chemical fiber manufacturing power and region, the domestic chemical fiber industry is not only manifested in its own R & D capability and level, but also in fiber brand building and the importance and ability of new product marketing.

During the 11th Five-Year, the previous gap narrowed gradually.

As far as industry and enterprise are concerned, what is often seen is the former gap, and the former one is also valued. Therefore, the latter gap is ignored.

But the last gap is the problem of brand building and the promotion of new products, and the gap between the former and the latter is not much improved.

Through the analysis of the past marketing cases of new chemical fiber products, such as Lycra, bamboo fiber and soybean fiber, we can see that there is a big gap between Chinese enterprises in the promotion of new products and these successful cases.

First of all, brand building capacity is weak.

China's chemical fiber industry has developed rather late, and there is no strong "century old shop" in the industry.

In addition, most enterprises pay attention to sales, do not do the market, pay attention to profits, do not pay attention to customers; only do direct downstream, rarely do end consumption.

Brand building is a persistent work, without connotation, without culture, without credit and without perseverance. The brand will only stay on a symbolic name.

There is still a big gap between domestic enterprises in terms of brand promotion and maintenance, and for example, product positioning is not precise.

For a new product to enter the market, first of all, determine where it is needed and fit for the market of the new product. If it blindly enters the market, it will not exist when the market is not determined, and it is not suitable for itself.

Even if some markets have been occupied, it may well not be able to continue.

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Lack of distinct brand culture.

Apart from its excellent product quality and strong characteristics, a brand can attract consumers. There should be many other attractive value added behind the brand, including cultural concepts, lifestyles, etc., which is more attractive to consumers than quality and characteristics.

Lack of leading concept of promotion.

The last important factor in building a famous brand is the human problem.

On the one hand, the awareness of marketing knowledge, brand and quality is still far behind that of foreign countries. On the other hand, domestic enterprises have been influenced by interest culture for a long time, and have not really developed a product or brand from the perspective of human beings.

Most domestic chemical fiber enterprises only regard themselves as suppliers of raw materials. They are concerned about how to sell products to their homes and make profits, and they do not fully cooperate with downstream enterprises.

As an intermediate product, chemical fiber products are at the front end of the industrial chain. Consumers who are far from the terminal can not intuitively feel the fiber itself. Therefore, chemical fiber enterprises should dare to break the rules, expand the contact with the terminal consumers, and visualized the characteristics and distinct cultural connotations of the products in front of consumers.

Secondly, lack of market promotion capability.

Reflected in: some enterprises' sales strategy is unreasonable.

With the intensification of market competition, enterprises are unable to cope with the changing market environment solely on their own. They need to find partners with the same objectives, seek joint resources, share marketing resources, share marketing expenses together, and jointly carry out market promotion so as to achieve their respective goals and benefits.

Out of touch with downstream.

Most domestic enterprises sell products to downstream users, and do not supervise and guide users to use downstream, resulting in a disconnect with the downstream industry chain, which contains certain risks.

It is not known that improper use of the product will not only cause the product to fail to perform its proper performance, but also reduce the trust of the consumer group to the product.

The tag market is not standardized.

Because of the high brand value in the tag, the economy of the suspension brand has become the "blue sea" that everyone yearns for.

The upstream enterprises have given various kinds of tag, which is unavoidable. If the quality can not be guaranteed, the tag will become a gimmick for commercial hype. It can not only guarantee the quality of products, but also make consumers worry.

At present, in the market, the raw materials are suspended and not standardized. Most of the raw materials enterprises have their own tag, and the ingredient "water injection" has become the underlying rule of the industry.

Based on this situation, the industry is in urgent need of a trusted third party authority certification to guide the upstream raw material market to standardize.

Propaganda is not thorough.

In China, the core of a brand lies in its direct impact on consumers. Consumers do not really see or touch the product before deciding whether to buy it, but they already have the intention to brand or product before shopping.

So the psychological characteristics of Chinese consumers are easily ignored.