Some Thoughts On The Development And Marketing Of New Chemical Fiber Products

Since the beginning of the new century, apple, Facebook and other applications and innovative enterprises have taken an overwhelming advantage in the market competition, prompting the industry to re-examine technological innovation, and application innovation is becoming the mainstream trend, becoming an important direction and key driving force for market competition and industrial development. Reporters believe that perhaps it is this change in the trend of innovation, so that the industry is still following the traditional mode of innovation enterprises feel the enormous difficulty of product promotion.

Recently, some news has mixed the industry, which also stimulated the industry's urgent desire to establish new competitive advantage through transformation and upgrading. Among them, through the upstream and downstream depth collaboration, the fiber level technology innovation and fabric, clothing and other downstream level of application innovation, art innovation, gradually become a new way of research and development and promotion of new products in the industry.

The situation is complicated.

On the 12~14 day of December, the central economic work conference held in Beijing set the general keynote for next year's macroeconomic regulation and control "steady progress". At the same time, it emphasized that we must firmly grasp the strategic basis of expanding domestic demand. Increase the proportion of middle income people. The impact of this information on the textile and chemical fiber industry is undoubtedly positive, especially when functional differentiation has become an important way to transform the development mode of the chemical fiber industry, but the market for the related products is still large in foreign countries.

However, according to the data of the National Bureau of statistics, the total retail sales of consumer goods in the whole country amounted to 147357 billion yuan in the 1~10 months of this year, representing an increase of 17% in nominal terms (11.3% in real terms after deducting price factors). In 1~10 months, apparel retail sales increased by 24.5% over the same period last year, down 1.31 percentage points from the same period in 2010, and retail sales grew 4.17% over the same period last year, down 8.16 percentage points from the same period last year. Meanwhile, in some yarn enterprises, the stock of purified yarn has increased by more than 1 times in October, and the backlog situation of chemical fiber products is particularly serious. This shows that the demand situation facing the industry is still relatively grim. Coupled with the large-scale production of new chemical fiber production capacity after 2012, the industry will be worried by the impact on the market.

In such a complex internal and external environment, the industry's desire to create new competitive advantages through transformation and upgrading is more urgent. New product R & D applications and marketing as an important focus of changing the way of development are highly concerned by all parties.

Since twenty-first Century, the change of human demands for innovation can be seen from an example: apple and Microsoft are all technological enterprises that regard innovation as life. In the past quite a long time, Apple has persisted in application innovation and creative driving routes. From the technical point of view, there are not many bright spots. It is considered to be a clever and quick pursuit. While Microsoft takes the traditional technological innovation route and grasps the core technology of industry, it is regarded as an "orthodox school". Since the beginning of the new century, apple, Facebook and other applications and innovative enterprises have taken an overwhelming advantage in the market competition, prompting the industry to re-examine technological innovation, and application innovation has become the mainstream trend, becoming an important guide and key driving force for market competition and industrial development. Reporters believe that perhaps it is this change in the trend of innovation, so that the industry is still following the traditional mode of innovation enterprises feel the enormous difficulty of product promotion.

How can we say "no applause"?

Some time ago, at the joint meeting of functional chemical fiber and home textile products jointly organized by several industry associations, Yao Yufeng, deputy general manager of Hangzhou Art Dragon Textile Co., Ltd. put forward the idea of "deep integration of technological innovation and application, and artistic innovation", which was highly recognized by the participants. Yao Yufeng expounded the relationship between technological innovation and Applied Innovation: "for textile durable consumer goods, we must integrate the innovative technological efforts of fibers with the mentality of the society in the pursuit of fashion, fashion, personality and taste in individualism culture."

In his personal experience, Yao Yufeng shows that pure technological innovation often results in half the effort.

Under his guidance, the dragon of the main products of chemical fiber home textiles, chose the product development route of functional home textiles: made the first permanent flame retardant 30D art window curtain in China; earlier developed bamboo charcoal and photocatalyst jacquard decorative cloth and finished products, microcapsule long-lasting flavour series home textile products, functional digital silk like canvas and other first-class products; the world's leading flame retardant fiber manufacturer TREVILA awarded one of 5 domestic sales objects, and obtained 5 national patents. It can be said that in terms of technological innovation, eLong has taken the lead in similar enterprises. However, in the actual promotion of its products, the phenomenon of "no applause" often occurs, and the actual sales volume is far from expected.

As a matter of fact, it is far from the art dragon company with the feeling of "applauding no applause". For these fiber enterprises, the development of flame retardant, antistatic, moisture absorption, sweat, far-infrared and other functional products, has a relevant test report is necessary, to get several patents of the country is also common. But after a certain degree of technical level, the effect that should be produced is quite different: their products are often difficult to successfully push to the terminal market. Downstream enterprises do not know that they can produce this product at home, or they are not interested in some pure technology test reports, and do not want to spend their energy understanding and developing corresponding products.

Industry analysts pointed out that in order to change the asymmetry of the R & D and application promotion of products, it is necessary to develop products with both technological innovation and application innovation on the basis of strengthening cooperation. Taking chemical fiber home textiles as an example, product design needs to be more humanized, personalized and integrated. It is more in line with human engineering principles through technological innovation, and it meets people's aesthetic requirements and personalized direction through application and artistic innovation.

Looking for the right path to consumers

Yao Yufeng described the promotion process of the company's functional products to reporters: at first, American customers only ordered curtain products with similar impressions but far lower than the US market, and they were not optimistic about the unique functional products which were higher than the price of ordinary products by 30%. But recently, the series of fragrance products developed by the company has been well developed by the customers and combined with the kennel cloth. The market has finally seen a favorable turn for the promotion of functional products. The experience they summed up in this matter is that the development of products by enterprises is by no means purely scientific research, as Stephen Jobs and Apple Corp have consistently insisted: "abandon the complicated technical route and find the most direct way to impress consumers."

This experience is also applicable to fiber enterprises to promote new products. Reporters noted that some enterprises introduced new fiber products, whether the audience is downstream fabric business people, clothing designers, or fiber industry counterparts, they always repeat the characteristics of fibers in the same template and tone, and through very professional data, equipment type, process parameters and so on to support, with little effect; a few other enterprises can be combined with different needs of different occasions, tailor the promotion plan for the audience, so as to facilitate downstream understanding and acceptance. For example, the promotion of flame-retardant products, through direct combustion demonstration, is more acceptable than a series of professional narratives. In addition, the large-scale textile equipment with high scale characteristics will be combined with modern design under the support of technology and support. The design art will be integrated into the packaging and appearance of the equipment in accordance with public acceptance and individual details.

In the industrial chain of chemical fiber and other textile materials, such as textile and clothing, the downward trend of labor is more and more obvious. The more the upward movement, the more investment in technology research and development. This is determined by the characteristics of each link of the industrial chain, and it is a long-term objective situation. Therefore, it is unrealistic for fiber enterprises to fully grasp artistic innovation, or to require fabrics and clothing enterprises to understand technological innovation absolutely. A more reasonable approach is to first understand the importance of technological innovation and application innovation in every aspect of the industrial chain, and achieve the goal of bringing the two together to the end user through the organic integration of each link.