The Fabric Industry Is Changing To The "Selling Point" Of Market Demand.

< p > reporter recently read "2013 China textile product development report product development" in the report of 18 clothing brand enterprises functional fabric procurement demand, downstream < a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > talked about the problems encountered in the actual market promotion of functional products, and put forward corresponding solutions.

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< p > < strong > resistance and difficulty < /strong > < /p >

< p > when it comes to the problems encountered in the promotion of functional a href= "http://www.91se91.com/news/index_c.asp" > clothing market < /a >, there are 4 key points jumping out: "standard lag", "excessive price", "lack of brand" and "terminal guidance is not enough".

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< p > this is basically consistent with the current market experience of functional fabrics that journalists understand.

As far as functional identification standards are concerned, at present, the relevant national identification standards are relatively lagging behind, making the various enterprises in the industry separate their own policies and introduce uneven inspection standards, which leads consumers to be unable to judge the authenticity and purchase desire.

In the face of an endless stream of functional products, downstream brands are quite calm when purchasing.

"If there is a test result, it may be considered"; "if there is no standard test for new products, it is very difficult to be listed"; "it needs to be tested by components and quantified by functions"; "without testing, the value of products can not be reflected at all, which also involves the question of cost accounting".

That is to say, the relative lag of standards has really created a great challenge for the marketing of functional products.

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Besides, < p > > a href= "http://www.91se91.com/news/index_c.asp" > fabric > /a > added function, affirmation cost will increase relative to ordinary fabric, the price of terminal garment is too high, and consumers will be discouraged in the purchase process, which will affect the market acceptance of products. Moreover, new functional fabrics do not form systematic market promotion and lack of brand awareness. Although there are many enterprises that produce functional clothing products, there is still no leader brand in this field till now. Due to the lack of guidance for terminal consumers, the low popularity of consumer clothing professional knowledge, coupled with various factors such as false propaganda and interference of consumers, the market acceptance of new functional products is low.

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< p > the terminal consumer market is ineffective, which is directly related to the clothing brand, and of course will affect the fabric enterprises.

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< p > < strong > the way out lies in cooperation < /strong > < /p >.

Besides the active advocacy of relevant departments to improve the efficiency of standard setting, the downstream clothing brands also hope that the upstream and downstream enterprises of fabric clothing will enhance their deep cooperation, and improve the quality of service from the perspective of the ultimate consumers, so that consumers will be more receptive to new functional products. P

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< p > in this report, through the survey of clothing brand, 100% of the clothing brands will pay attention to the relevant standards of functional fabrics when purchasing functional fabrics, and believe that consumers can purchase functional fabrics through the certification of third party certification bodies.

Therefore, they suggest that organizations and professional organizations of textile and garment industry should formulate functional product standards in a timely manner, and actively carry out authoritative appraisal, so that consumers can have a reliable basis for purchasing functional products, and enable the clothing brands to have authoritative explanations when promoting new functional products.

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"Standard lagging is a problem," said Liu Rui, R & D Manager of Beijing Lining sporting goods Co., Ltd. P.

The standards currently adopted include enterprise standards, national standards and international standards.

The standard is relatively long from establishment to implementation.

But in the past two or three years, the relevant departments have done a lot of standard complemental work, and the most basic functional standards have been established. "

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< p > another report also pointed out that compared to ordinary clothing, consumers willing to pay more for functional clothing increased by 5%~10%, so it is recommended that manufacturers make reasonable pricing, which will help consumers to accept functional products.

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< p > enhancing market services is also an important means to promote sales.

Production enterprises should be able to effectively provide consumers with expert consultative consumer services, so that consumers can better understand the knowledge of functional clothing and enhance their brand awareness, which will help enterprises develop more potential functional clothing products.

In view of the current consumers' lack of knowledge about functional products, the publicity and popularization of media inside and outside the industry should keep pace with them.

"In order for new products to enter the market smoothly, enterprises will train dealers and salesmen to inform consumers about the performance of new products.

For special function products, we will mark or hang labels on clothing, and promote and publicize them in the store through posters.

Lining chose to use functional products as a carrier, through product experience, to enhance consumer awareness of brand, and cultivate consumer loyalty to the brand.

Liu Rui said.

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< p > understand the problems encountered in the market of functional fabrics in the market and the suggestions of downstream clothing brands. As a fabric enterprise, in the process of product development, we must fully grasp the real needs of consumers, improve product quality and control costs effectively through technological innovation; on the other hand, actively carry out exchanges and cooperation with downstream garment enterprises, provide accurate technical indicators and related wearability of functional products, and provide valuable technical services while providing fabric products.

At the same time, fabric enterprises should actively combine relevant enterprises and industry and national standard institutions to work out functional product standards jointly, so that new products can get market access opportunities.

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