Establishing a New Product Promotion Model with Chinese Characteristics At present, domestic product development has entered a new stage. At this stage, companies cannot focus solely on the growth of quantity, but also pay attention to improving quality and efficiency. The market promotion and brand building of new fiber products has attracted a lot of attention in the industry, but there is still no effective promotion model. Enterprises have really felt the difficulties in the successful listing of new products.
In order to change this situation, Duan Xiaoping proposed the establishment of new product marketing methods with Chinese characteristics, including key elements such as official boost, standardized use, third-party organization tagging, rapid standards development, and leveraging end-use brands.
Due to too little or excessive promotion of fiber products by domestic enterprises, the majority of consumers are not only lacking necessary knowledge but also lacking confidence in the “hundred flowers†​​product on the market. The combination with the relevant government departments not only enables the product to obtain a highly recognized logo and translates into a brand with innate popularity, but also can obtain strong resource support.
Normative use is the top priority in establishing a brand's reputation, which is mainly achieved through effective cooperation in the industrial chain. From the perspective of the fiber industry, the value of fiber products will ultimately be reflected through clothing. Once quality problems occur in clothing, the reputation of fiber manufacturers will also be affected. Therefore, fiber manufacturers should select excellent partners for targeted sales, and provide specialized technical guidance for quality investigation and confirmation.
In order to regulate the market, the use of a third-party organization tag is a commonly used method. The scope of tag certification mainly includes two aspects, one is safety and functional certification, and the other is component certification such as fiber composition and content ratio. However, Duan Xiaoping specifically emphasized that in view of the actual situation of the domestic chemical fiber industry, the tag should also include the core element of “excludabilityâ€, focusing on the exclusive use and brand protection in a single area. The third party tag will become the new carrier that leads the domestic innovative high-quality fiber to the market.
Since the formation of a brand requires long-term accumulation and substantial capital investment, and only the fiber companies themselves cannot present the raw materials directly to consumers, it is a good idea to use the terminal manufacturers to form a joint brand. In addition, in order to solve the practical problems faced by companies during the vacuum period when the standards are lacking, China Chemical Fiber Industry Association will, based on enterprise applications, formulate industry association standards for specific issues to help promote product promotion and brand building.
Duan Xiaoping analyzed the composition of the "Lycra" brand value and pointed out that the proportion of the Lycra brand's own value reached 50%, the proportion of brand value created through the use of certification and standardization was 30%, and the proportion of brand value contributed by product quality was 20%. The quality of domestic domestic spandex brand products is close to 80%. Because of this, Lycra can not only create value for customers through its own brand value, but also can regulate the market through perfect certification and testing and tag system, naturally favoring downstream manufacturers and consumers. Domestic fiber companies have a long way to go to reach this level.
The relevant information of this article is provided by China Chemical Fiber Industry Association
In order to change this situation, Duan Xiaoping proposed the establishment of new product marketing methods with Chinese characteristics, including key elements such as official boost, standardized use, third-party organization tagging, rapid standards development, and leveraging end-use brands.
Due to too little or excessive promotion of fiber products by domestic enterprises, the majority of consumers are not only lacking necessary knowledge but also lacking confidence in the “hundred flowers†​​product on the market. The combination with the relevant government departments not only enables the product to obtain a highly recognized logo and translates into a brand with innate popularity, but also can obtain strong resource support.
Normative use is the top priority in establishing a brand's reputation, which is mainly achieved through effective cooperation in the industrial chain. From the perspective of the fiber industry, the value of fiber products will ultimately be reflected through clothing. Once quality problems occur in clothing, the reputation of fiber manufacturers will also be affected. Therefore, fiber manufacturers should select excellent partners for targeted sales, and provide specialized technical guidance for quality investigation and confirmation.
In order to regulate the market, the use of a third-party organization tag is a commonly used method. The scope of tag certification mainly includes two aspects, one is safety and functional certification, and the other is component certification such as fiber composition and content ratio. However, Duan Xiaoping specifically emphasized that in view of the actual situation of the domestic chemical fiber industry, the tag should also include the core element of “excludabilityâ€, focusing on the exclusive use and brand protection in a single area. The third party tag will become the new carrier that leads the domestic innovative high-quality fiber to the market.
Since the formation of a brand requires long-term accumulation and substantial capital investment, and only the fiber companies themselves cannot present the raw materials directly to consumers, it is a good idea to use the terminal manufacturers to form a joint brand. In addition, in order to solve the practical problems faced by companies during the vacuum period when the standards are lacking, China Chemical Fiber Industry Association will, based on enterprise applications, formulate industry association standards for specific issues to help promote product promotion and brand building.
Duan Xiaoping analyzed the composition of the "Lycra" brand value and pointed out that the proportion of the Lycra brand's own value reached 50%, the proportion of brand value created through the use of certification and standardization was 30%, and the proportion of brand value contributed by product quality was 20%. The quality of domestic domestic spandex brand products is close to 80%. Because of this, Lycra can not only create value for customers through its own brand value, but also can regulate the market through perfect certification and testing and tag system, naturally favoring downstream manufacturers and consumers. Domestic fiber companies have a long way to go to reach this level.
The relevant information of this article is provided by China Chemical Fiber Industry Association
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