Over the years, the development of the chemical fiber industry in China has mainly focused on upgrading the “hard power†to meet the downstream needs in the manufacturing process of the industrial chain, and it is a weak link in the construction of “soft power†such as brands and services. The chemical fiber industry also lacks such well-known fiber brands as “Leica†and “Modal†that have international influence. In the task of creating an upgraded version of the chemical fiber industry and cultivating new competitive advantages, it is necessary to strengthen the brand building work and gradually promote the transformation of chemical fiber from the expansion of relying on the quantity to the improvement of quality, from the complete transformation of the manufacturing chain of the industrial chain to the pursuit of the value chain. The perfection.
Strengthen the company's innovation ability and lay a foundation for the brand
As the upstream raw material of non-terminal consumer goods, the value of fiber is mainly reflected by its technicality, differentiation, and functionality, while the realization of the functionalization and differentiation of fibers depends on technological innovation, so innovation also has a core position in the chemical fiber brand value system. . This is why we regard the capability of independent innovation as the key to the first important task of the “12th Five-Year†development plan for chemical fiber industry.
From the perspective of the whole industry, the first is the proportion of science and technology investment, and the proportion of funds for scientific and technological activities of chemical fiber companies accounts for the rising proportion of product sales revenue. In 2012, the proportion of industry research investment in product sales accounted for 1% to 1.5%, and that of key enterprises reached 3%. In the above, compared to developed economies in Europe and America, there is still a small gap in the proportion of investment. The second is the construction of technology centers. At present, there are 13 state-level enterprise technology centers in the industry. The number of chemical fiber enterprises with provincial-level technology centers increased from 20 in 2010 to 40. The third is the ability of industrial technology integration innovation. At present, the chemical fiber industry has accelerated the construction of innovation platforms and industrial alliances for enterprises, universities, and research institutes, and strengthened the joint production, research, and application of upstream and downstream enterprises in the textile industry chain to enhance collaborative innovation capabilities.
In addition to factors such as scientific and technological input, the importance of integration should be emphasized in the improvement of the enterprise's innovation capability. From the standpoint of international scientific and technological development, the speed of industrialization of scientific and technological innovations has been accelerating, showing breakthroughs in multiple breakthroughs, cross-aggregation; the convergence of disciplines has accelerated, emerging disciplines have emerged, and science and technology, materials science, energy information networks and other technological frontiers have emerged. All are brewing new breakthroughs, taking advantage of the situation, grasping the opportunities, and failing to grasp will create a passive situation in the international market. It is necessary to grasp the current trends of in-depth integration of informatization and industrialization, cross-border integration, and other development trends, and to realize the enhancement of development methods and concepts. The first is to actively use information technology to improve the management quality and efficiency of production and supply chain. Second, with the deep integration of cultural and creative industries and manufacturing industries and the development of interdisciplinary and cross-industry integrated formats, cross-border cooperation has also become an effective way to develop brands and meet consumer diversity and complexities.
Improve marketing capabilities Rich brand connotation
Marketing ability is one of the hard targets for a company to develop a brand. It is necessary to continuously improve the traditional marketing channels, attach importance to brand promotion and promotion, promote the construction of multi-level commercial channels, and realize the integration of “production-sales-service†through channel innovation.
At present, the diversification of sales models, connected e-commerce, and birth of brand marketing are changing with each passing day. The continuous emergence of new application technologies such as electronic information technology and internet technology has led to the arrival of the online shopping e-commerce era. Internet e-commerce can be divided into three categories: One is the e-commerce model based on the Tmall platform, which mainly provides a marketing platform to collect "rent"; the second is self-operated e-commerce, mainly Amazon, Jingdong, etc., take the "first The "sales after sales" model; the third is the brand e-commerce model, such as where passengers, millet, and other e-commerce development of their own brands. Internet e-commerce has had an unprecedented impact on traditional business activities, consumption patterns, production organizations, inventory turnover, logistics distribution, and big data sharing. China's logistics costs account for about 17% to 18% of GDP, while Japan only accounts for 5%. Brand enterprises achieve the entire process of online production, procurement, sales and distribution through Internet technology to meet the diversity needs of consumers; Internet e-commerce has become a new marketing channel for many brand companies, and has doubled its growth momentum.
In the face of the new trend of the industrial marketing model, upstream chemical fiber companies need to integrate closely with the downstream to promote multi-level services. For example, “customized†services that provide sales for the needs of downstream industries not only sell products downstream, but also guide downstream users to develop downstream products from the perspective of users’ needs, and truly integrate production, sales, and services.
Improve management capabilities Strengthen brand heritage
Brands not only reflect the difference between different companies and their products, but also embody the intrinsic value and cultural connotation of a company. Creating a brand is actually a process of fully demonstrating a corporate culture. Cultivating a good corporate culture needs to be achieved by improving the level of corporate management. The management capabilities of an enterprise are mainly reflected in its philosophy and social responsibility.
The corporate brand effect is also reflected in the management concept. The management model innovation can enhance the overall brand image of the company. For example, some enterprises have changed their development models through precise market positioning, precise management systems, and fine supply chain management, continuously innovated and refined management, and stepped through the entire market value chain from manufacturing, technology innovation, logistics assurance and customer service. Strengthen the overall brand effect of the company.
The embodiment of corporate social responsibility is, from an internal perspective, the construction of corporate culture and the construction of a people-oriented corporate culture atmosphere. It is recognized by employees and from the outside, it is the social image of the industry and the enterprise. With the acceleration of resource-saving and environment-friendly society, concepts such as green, low-carbon and renewable are gradually permeating social production and life, affecting people's lifestyles and consumption patterns. Social responsibility is the ethical standard for the development of the industry. It means that the community and consumers are concerned about major issues. Faced with the overall trend of resource conservation and environmental friendliness and value orientation, companies must also fully embody environmental friendly and green development in branding. The concept can be achieved by strengthening the ecological environment protection process, ensuring that the product's ecological quality is enhanced, providing environmentally friendly, renewable products, and other means to achieve the green ecological social responsibility and enhance the corporate brand's social responsibility effects.
Increase market influence Expand brand influence
Although the saying goes, "Wine is not afraid of a deep alley", but the development of chemical fiber new products, how to expand downstream applications, and expand market influence is of utmost importance. We should actively explore the promotion platform for fiber and promote closer integration of the upstream and downstream industries.
The release of "Fibre Trends" is actually a beneficial exploration of the influence of chemical fiber brands in expanding the market. In the end, there is no popular trend for fiber. There are different views in the industry. We think that fiber itself also has something that matches the traits of fashion trends. Judging from the history of the development of chemical fiber products, chemical fiber has also created one after another in history. For example, the earliest nylon socks made from military nylon to civilian materials were popular in Europe at the time; in the 1960s, “Dacron†garments made of polyester fabrics were popular all over the country; a kind of high technology called “Anbaobaoâ€. Hollow fiber filled products replace traditional duvets and silk quilts to some extent with their excellent properties. These examples show that there are also popular trends in fiber. Fiber not only has a variety of excellent properties, but also contains a wealth of stylish elements. In recent years, the advancement of chemical fiber technology has been noticeably accelerated, and more and more new varieties have emerged. This requires the construction of a fiber brand promotion platform similar to the "fashion trend."
(According to Wang Wei, he made a speech at the Fifth Session of the Fifth Session of China Chemical Fibre Industry Association and the National Chemical Fibre Industry Brand Construction Work Conference.)
Strengthen the company's innovation ability and lay a foundation for the brand
As the upstream raw material of non-terminal consumer goods, the value of fiber is mainly reflected by its technicality, differentiation, and functionality, while the realization of the functionalization and differentiation of fibers depends on technological innovation, so innovation also has a core position in the chemical fiber brand value system. . This is why we regard the capability of independent innovation as the key to the first important task of the “12th Five-Year†development plan for chemical fiber industry.
From the perspective of the whole industry, the first is the proportion of science and technology investment, and the proportion of funds for scientific and technological activities of chemical fiber companies accounts for the rising proportion of product sales revenue. In 2012, the proportion of industry research investment in product sales accounted for 1% to 1.5%, and that of key enterprises reached 3%. In the above, compared to developed economies in Europe and America, there is still a small gap in the proportion of investment. The second is the construction of technology centers. At present, there are 13 state-level enterprise technology centers in the industry. The number of chemical fiber enterprises with provincial-level technology centers increased from 20 in 2010 to 40. The third is the ability of industrial technology integration innovation. At present, the chemical fiber industry has accelerated the construction of innovation platforms and industrial alliances for enterprises, universities, and research institutes, and strengthened the joint production, research, and application of upstream and downstream enterprises in the textile industry chain to enhance collaborative innovation capabilities.
In addition to factors such as scientific and technological input, the importance of integration should be emphasized in the improvement of the enterprise's innovation capability. From the standpoint of international scientific and technological development, the speed of industrialization of scientific and technological innovations has been accelerating, showing breakthroughs in multiple breakthroughs, cross-aggregation; the convergence of disciplines has accelerated, emerging disciplines have emerged, and science and technology, materials science, energy information networks and other technological frontiers have emerged. All are brewing new breakthroughs, taking advantage of the situation, grasping the opportunities, and failing to grasp will create a passive situation in the international market. It is necessary to grasp the current trends of in-depth integration of informatization and industrialization, cross-border integration, and other development trends, and to realize the enhancement of development methods and concepts. The first is to actively use information technology to improve the management quality and efficiency of production and supply chain. Second, with the deep integration of cultural and creative industries and manufacturing industries and the development of interdisciplinary and cross-industry integrated formats, cross-border cooperation has also become an effective way to develop brands and meet consumer diversity and complexities.
Improve marketing capabilities Rich brand connotation
Marketing ability is one of the hard targets for a company to develop a brand. It is necessary to continuously improve the traditional marketing channels, attach importance to brand promotion and promotion, promote the construction of multi-level commercial channels, and realize the integration of “production-sales-service†through channel innovation.
At present, the diversification of sales models, connected e-commerce, and birth of brand marketing are changing with each passing day. The continuous emergence of new application technologies such as electronic information technology and internet technology has led to the arrival of the online shopping e-commerce era. Internet e-commerce can be divided into three categories: One is the e-commerce model based on the Tmall platform, which mainly provides a marketing platform to collect "rent"; the second is self-operated e-commerce, mainly Amazon, Jingdong, etc., take the "first The "sales after sales" model; the third is the brand e-commerce model, such as where passengers, millet, and other e-commerce development of their own brands. Internet e-commerce has had an unprecedented impact on traditional business activities, consumption patterns, production organizations, inventory turnover, logistics distribution, and big data sharing. China's logistics costs account for about 17% to 18% of GDP, while Japan only accounts for 5%. Brand enterprises achieve the entire process of online production, procurement, sales and distribution through Internet technology to meet the diversity needs of consumers; Internet e-commerce has become a new marketing channel for many brand companies, and has doubled its growth momentum.
In the face of the new trend of the industrial marketing model, upstream chemical fiber companies need to integrate closely with the downstream to promote multi-level services. For example, “customized†services that provide sales for the needs of downstream industries not only sell products downstream, but also guide downstream users to develop downstream products from the perspective of users’ needs, and truly integrate production, sales, and services.
Improve management capabilities Strengthen brand heritage
Brands not only reflect the difference between different companies and their products, but also embody the intrinsic value and cultural connotation of a company. Creating a brand is actually a process of fully demonstrating a corporate culture. Cultivating a good corporate culture needs to be achieved by improving the level of corporate management. The management capabilities of an enterprise are mainly reflected in its philosophy and social responsibility.
The corporate brand effect is also reflected in the management concept. The management model innovation can enhance the overall brand image of the company. For example, some enterprises have changed their development models through precise market positioning, precise management systems, and fine supply chain management, continuously innovated and refined management, and stepped through the entire market value chain from manufacturing, technology innovation, logistics assurance and customer service. Strengthen the overall brand effect of the company.
The embodiment of corporate social responsibility is, from an internal perspective, the construction of corporate culture and the construction of a people-oriented corporate culture atmosphere. It is recognized by employees and from the outside, it is the social image of the industry and the enterprise. With the acceleration of resource-saving and environment-friendly society, concepts such as green, low-carbon and renewable are gradually permeating social production and life, affecting people's lifestyles and consumption patterns. Social responsibility is the ethical standard for the development of the industry. It means that the community and consumers are concerned about major issues. Faced with the overall trend of resource conservation and environmental friendliness and value orientation, companies must also fully embody environmental friendly and green development in branding. The concept can be achieved by strengthening the ecological environment protection process, ensuring that the product's ecological quality is enhanced, providing environmentally friendly, renewable products, and other means to achieve the green ecological social responsibility and enhance the corporate brand's social responsibility effects.
Increase market influence Expand brand influence
Although the saying goes, "Wine is not afraid of a deep alley", but the development of chemical fiber new products, how to expand downstream applications, and expand market influence is of utmost importance. We should actively explore the promotion platform for fiber and promote closer integration of the upstream and downstream industries.
The release of "Fibre Trends" is actually a beneficial exploration of the influence of chemical fiber brands in expanding the market. In the end, there is no popular trend for fiber. There are different views in the industry. We think that fiber itself also has something that matches the traits of fashion trends. Judging from the history of the development of chemical fiber products, chemical fiber has also created one after another in history. For example, the earliest nylon socks made from military nylon to civilian materials were popular in Europe at the time; in the 1960s, “Dacron†garments made of polyester fabrics were popular all over the country; a kind of high technology called “Anbaobaoâ€. Hollow fiber filled products replace traditional duvets and silk quilts to some extent with their excellent properties. These examples show that there are also popular trends in fiber. Fiber not only has a variety of excellent properties, but also contains a wealth of stylish elements. In recent years, the advancement of chemical fiber technology has been noticeably accelerated, and more and more new varieties have emerged. This requires the construction of a fiber brand promotion platform similar to the "fashion trend."
(According to Wang Wei, he made a speech at the Fifth Session of the Fifth Session of China Chemical Fibre Industry Association and the National Chemical Fibre Industry Brand Construction Work Conference.)
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