Li Binhong: Three Aspects Of Product Development Of Domestic Fabric Enterprises

Recently, reporters and National Textile Development Center

The deputy director interviewed face-to-face on the product development status of domestic fabric enterprises.

On this issue, Li Binhong, deputy director of the National Textile Development Center, has a unique view: in the face of fierce market competition, in order to keep the original customers or even expand the customer groups, we should not only satisfy the requirements of customers, but also actively understand the "customer customers", namely, to understand what changes will happen in the terminal market.

The popularity of textile consumer market is changing faster and faster. It requires not only the rapid response ability of fabric production enterprises to be greatly strengthened, but also the need to find out the changes, comply with the requirements and ensure the delivery date. It also requires that fabric production enterprises continue to innovate, enhance their R & D capabilities and take the initiative to participate in the work of "making fashion".

In a survey of women's clothing brands, the most important thing is to ensure the delivery time. In the meantime, 70% of the surveyed enterprises hope that the fabric supplier can give design support, not just the product.

This fully shows that the communication and interaction between garment manufacturers and fabric suppliers in the design concept will affect the final cooperation more and more.

Clothing manufacturers or buyers have begun to focus on new models.

And so on.

Under such circumstances, fabric production enterprises should take the initiative to think farther than customers, and for different customers, there should be different design ideas. Even many well-known international fabric enterprises will jointly develop and sell new products with clothing manufacturers or purchasers.

For example, men's wear brands should mainly consider the change of fabric styles; women's clothing and children's clothing can be biased in the design of flower and color patterns; sportswear brands should give more consideration to functionality and color.

About Innovation: how hard is it to develop new products?

What is "good new product"? Li Binhong, deputy director, said: "we believe that a good new product is a product that can guarantee delivery time, with popular elements and competitive price."

Generally speaking, early rush out of the delivery date is one of the effective ways to reduce the risk of brand. Using "fast" to win the market is the reason for the success of a considerable number of representative brands such as ZARA. If fabric suppliers take the initiative to grasp some forward-looking rules, prepare for R & D in advance and ensure the delivery time of products will be greatly improved.

When it comes to innovation, entrepreneurs often feel that it is a great investment.

This is not the case.

Deputy director Li Binhong explained that in fact, innovation can be divided into three types: imitation innovation, improved innovation and genuine originality.

Element regrouping, color and organizational structure change are innovative ways.

She used the warp printing fabrics made by Koreans, for example, the warp printing was originally a technology used in traditional silk fabrics, and the Korean used this technology in weaving of chemical fiber fabrics, not only retaining the special effect of the technology, but also more competitive than before.

In the past, many enterprises only know the feeling and texture of imitation silk, and so on, and the imitation and innovation need to be further grasped from the silk pattern, process effect and artistic characteristics.

Improvement and innovation is to make immature technology gradually mature and mature. This innovation is easy to ensure quality stability.

For example, to solve the problem of crease resistance of hemp textiles, it can be achieved by means of finishing, or can be balanced with other fibers.

In addition, enterprises should locate their customer system and product system ahead of time.

If the customer system is always low-end, the problem facing the enterprise is either to maintain the status quo or to open up the market. For example, an enterprise with an annual output of 6 million meters can try to make conventional products with 5 million 500 thousand meters, and try to expand new customers in 500 thousand meters.

In this way, we will make some innovations without affecting the overall revenue.

About one hundred percent of the original, in order to better avoid risks, experts suggest that enterprises can only produce 1% to 2% of the proportion of production to do.

Because absolutely original things, no one can accurately predict whether it is recognized by the market, but not at all is also undesirable, because originality can provide new ideas for enterprise products, and promote the spirit of innovation of product developers, and enhance the product development capability of the entire enterprise.

There are few enterprises that have experienced innovation and sweetness, and the gross margin of sales of Fujian public and Textile JOINT-STOCK Company has reached 30%.

They have the same "good luck" as Daly silk (Zhejiang) Co. Ltd., Shandong Ruyi group and so on. They all rely on accurate prediction and professional R & D team to connect with customers and become the suppliers that customers rely on and trust.

About innovation system: what is behind product development?

Many enterprises have realized the importance of innovation, but they have no way to start.

In view of this aspect, Li Binhong deputy director thinks: enterprises should first establish mechanisms, cultivate talents, standardize the process of product development and gradually improve the whole management system.

"Product development" is not limited to "hard targets" such as technological innovation and design innovation. "Soft indicators" such as product development process management, product development personnel training, effective marketing of new products, all play a crucial role in product development and the success or failure of new products in the market.

In fact, the establishment of a smooth "R & D production line" can never be achieved simply by "new products". It includes close cooperation between R & D departments and all departments of the enterprise. The product development department takes up the new product development creative plan, and the technical department evaluates the feasibility of its implementation, and the sales department evaluates the market acceptance and acceptance, and ultimately realizes the commercialization of the new product.