Brand Building Opens The Door To Wealth

Compared to gradually mature

Advanced technology calls for brand building Command guns

Just having the key technology and not enough to support a brand requires further operation of the enterprise.

A new technology can not only lead to new changes in fabrics, but also enable enterprises to develop new markets and create more valuable brands.

Austria enterprise Lan Jing group is well versed in this way.

The updated products such as modal series, Tencel series and so on have brought new topics to Lan Jing every year.

The latest Lan Jing modle Edelweiss is a new fiber produced by new environment-friendly technology. Edelweiss technology combines many environmental advantages, such as carbon neutralization, land occupation and natural raw materials for sustainable development. These factors not only make Lan Jingmo Dyer Edelweiss a real environmental protection fiber, but also start the brand of Edelweiss.

The brand strategy of Fujian Shishi Haixing Mstar Technology Ltd, which is a domestic leader, is centered around "Shas". Its brand value also lies in green environmental protection. It is not only the only biomass elastic short fiber in the world that reaches the level of industrial production, but also recyclable and recyclable green environmental friendly fiber.

The raw materials of shrex 37% are non petroleum renewable biomass resources, which reduce their dependence on petroleum and petrochemical products. They are developed and produced by clean and environment-friendly production technology, and have good ecological environmental protection and sustainable development.

Compared with the nylon 6 fiber produced by petro chemical method, producing the same amount of shredded silk can reduce 30% of energy consumption and 63% of carbon dioxide emissions.

The advantage of Lan Jing group is that its fiber production plant in Austria is a factory that has achieved an all-round integration in the world. All the production steps from pulp to fiber have been strictly monitored, especially in the whole production process.

For Haixing Mstar Technology Ltd, signing an agreement with DuPont to become the DupontTM Sorona elastic short fiber, the only licensed manufacturer of Schloss in China is only the first step. Next, Haixing should also join DuPont Co to provide better help and service for downstream enterprises, and even do marketing planning for them.

Not only with

We should increase scientific and technological innovation and R & D efforts to pform traditional manufacturing enterprises into technology oriented enterprises, and inject vitality into brand development.

Recently, the 2011 textile and garment industry's ten major brands were announced. The Jiangsu Xinshen Group Co., Ltd., "Ma Yi Fang", has won the top ten list.

This is one of the successful cases that fabric companies build downstream clothing brands.

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Since its establishment, Xinshen group has been focusing on the research and development of flax products and the development of the whole industry.

In 2010, the brand new linen brand, Linyi square, was introduced by Xinshen group, including linen garments, linen home textiles and linen ornaments.

The products of MAE Fang are flax as the main raw materials. Xinshen group studies the countermeasures according to the characteristics of linen textile, and makes technical innovations and modifications to flax extensibility and crease resistance, so as to make linen fabrics more refined and have good crease resistance.

This year, Xinshen group concentrated on energy and invested heavily in building "Mayi Fang" brand.

On the one hand, hire famous designers to design products.

On the other hand, the new Shen group, which is located in Mayi Fang, relies on advanced technology to take the lead in realizing the chain of linen spinning, weaving, clothing production and sales, which reduces production costs and truly realizes the popularization of flax products.

The Jiangyin Forster Textile Co., Ltd., renowned for its high-end shirt fabrics, has already integrated the "Forster" brand with the international market.

The company not only systematically introduced the world-class fabric production equipment, but also provided the basic equipment guarantee for Forster to produce high quality shirting fabrics, and also the textile factory of the advanced textile industry developed countries such as the United Kingdom, Germany, Italy, Japan and other advanced textile industries, which had fully mastered the two core technologies of dyeing and finishing, and implemented strict product quality testing. At the same time, increased scientific and technological innovation and research and development, and turned from traditional enterprises to technology oriented enterprises, endowed the "Forster" brand with a continuous vitality.

Now Forster has become a supplier of world-class shirt fabrics, and has established long-term cooperation with international top men's clothing brands such as Armani, Zegna and Dior.

After laying a solid foundation, the "Forster" brand carried out the extension of the industrial chain, and launched the "Varpum" high-end men's clothing brand for the 30 year old ~45 years old elite men's consumer group to enter the high-end market of domestic men's wear.

Differentiation strategy to adjust the direction of brand building

The extension of brand building to the downstream sector is not just a fashion brand, but also a subdivision of the garment market in the fabric segment.

In building differentiated brands, representing enterprises is a group of aspirations. In recent years, the brand system that ambition group started to build has already had a large scale.

"Cool husband" is mainly based on men's casual fabrics, classic elegance. "Yi Wei Xin" is mainly for women's clothing market. Fashion trends are grasped to create women's fashion weathervane. "XINGMAX" focuses on environment-friendly functional fabrics; "goodday family" focuses on high-end market, and provides fabrics for domestic front-line men's wear brands.

The four major brands have clear positioning, covering not only their fields, but also readjustment in different directions.

Today, there are eight subsidiaries of Dai Yin textile company, Sino American joint venture gold Carter denim weaving company, Dai Yin wool spinning company, Renault clothing company, Dai Yin import and export company, and overseas Dai Yin silver clothing group of Dai Yin Sri Lanka apparel company, which has distributed the brand building in all aspects of Shandong.

Group trademark "Dai Yin", denim fabric "gold card", clothing brand "Renault" have become outstanding leaders in various fields.

From the whole group to every branch, from the chairman to ordinary textile workers, they have won many industry awards and are respected and recognized by customers.

Dai Yin group has formed an overall brand from top to bottom, from inside to outside. Not only a series of yarn, cloth, woolen and garment products are exported to Japan, Korea, Southeast Asia, the United States, the European Union and other countries and regions, but also enjoy a high reputation in the domestic and international markets. At the same time, Dai Yin's brand also has a reputation. This proves the essence of brand building: building brand is the process to enhance the overall competitiveness.