Chinese Fabric Enterprises Need Brand Building To Expand Domestic Sales

Facing the challenge of foreign fabric enterprises, the domestic fabric industry begins to attach importance to independent innovation.

Through these years' efforts, China has already made some very good fabric enterprises, such as "sunshine", "Ruyi", "Haitian" and "Pan Jia". The "sunshine" high count woollen fabrics have entered the international market, and have provided their own designs for the international Armani.

Pan Jia also provides fabrics for international brands such as H&M, ZARA and POLO.

However, a phenomenon has attracted our attention, that is, the docking process between domestic fabric enterprises and domestic garment enterprises is not smooth.

Some enterprises can develop the international market, have stable customers abroad, and the quality of the products has been recognized by foreign customers. However, there are not many people who know the company in China, which leads to the failure of the enterprises to expand the domestic market.

Therefore, for fabric enterprises, brand marketing and demand for purchasing platform are particularly urgent.

This phenomenon reflects that the fabric enterprises have not yet prepared for the brand operation.

How to let downstream customers understand themselves, improve brand awareness and strengthen brand building is worth exploring by these fabric enterprises.

One of the promotion channels: attending exhibitions

The exhibition has strong function of information exchange, and can build a good platform for brand publicity.

The leader of a fabric enterprise said, "in the 90s of last century, we first participated in the exhibition when we were mobilized by others. At that time, we thought that as long as our products could be sold, the quality was recognized, but with the first experience, I strongly realized that the company must have its own brand and find a good platform to publicize it and communicate with more downstream businesses. Now every year we will participate in the exhibition, and it has become an" old exhibitor. "

Some fabric enterprises in China regard the name of an enterprise as a brand name, and all products of different grades and categories are names, and the construction of brand has not yet started.

Under such circumstances, fabric enterprises should seize the opportunity to participate in the exhibition, make full preparations for pre development, acquire a large number of cutting-edge information from domestic and foreign industry enterprises, and go deep into the strategic development plan of enterprises by "going out" and "bringing in", so as to make positive preparations for developing the market.

Promotion channel two: strengthen marketing

Fabric enterprises often focus on improving the quality of products and improving the efficiency of enterprises, while ignoring the biggest profit is not a one-time or temporary income, but rather a long-term, sustained high income.

Among all the factors that restrict the long-term development of enterprises, one of them is easily neglected or ignored by the enterprises. That is marketing promotion management.

Today, enterprises are in an era of publicity and marketing. Fabric enterprises should pay more attention to brand building and dissemination on the basis of product quality.

Coca-Cola has been able to dominate the beverage market for so many years that it focuses on brand marketing and construction.

If we observe the saying "wine is not afraid of alley", then Coca-Cola may not be known to us now.

Coca-Cola is just putting brand marketing in the first place in operation, so that we can achieve today's situation.

Fabric enterprises should strengthen news marketing, organize some enterprises' promotional activities, invite media to participate in reporting, and increase the exposure rate of enterprises, so as to achieve the purpose of publicizing and promoting their own brands.

In recent years, China's textile and fabric industry has developed rapidly, and fabric design is gradually integrating with the international market. However, ignoring marketing and relying solely on technology to seek the development of enterprises is not feasible. Besides an enterprise's research and development, enterprise management and marketing publicity are all essential. While technology is improving, fabric enterprises also need to improve their awareness of marketing management, and make enterprises develop faster through innovation of marketing methods.