Down-To-Earth In Channel Access

Market development and marketing channel construction is an essential part of enterprise development. Just like a famous person. Spin Entrepreneurs say: "the core of the most valuable and vital force for enterprise development lies in the construction of channels." Quite a lot Fabric The enterprises also realized this point and made good progress in the way of channel development.

So what's the difference between them at home and abroad? Through what way is it closely integrated with the downstream? How can we improve our achievements at the same time? Let's see how Zhejiang rainbow printing and dyeing Co., Ltd., Jiangyin Huafu Textile Garment Co. Ltd. and Shandong Dai Yin group do.

How to view the impact of domestic and foreign markets on enterprises?

Rainbow Zhuang: as a textile enterprise committed to long-term development, when resources accumulate to a certain extent, we should go to a larger market to develop private brand channels. For Rainbow Village, we should not only become familiar with the domestic market but also lay a terminal access to overseas markets. This is our attitude towards domestic and foreign markets.

Some of the current fabric enterprises are in the domestic market. main battlefield Some of them are mainly attacking the international market. However, no matter how the proportion of domestic and foreign trade share is currently in the enterprise, the mutual penetration between the domestic and foreign markets is a foregone conclusion. Therefore, it took 5 years to stabilize the export market and increase the scope of domestic sales. The domestic market is the foundation for the development of the fabric enterprises and the foundation for the expansion of the enterprises' channels. The unpredictable export market has enabled the enterprises to exercise the greatest degree, so that enterprises can continuously improve themselves, and establish the operation mode of weaving, dyeing and finishing, printing, design, clothing, channel, investment and multi brand operation. At the same time, contacts with foreign markets have enabled enterprises to be influenced by the advanced concepts of international clothing brands and the operation methods of modern enterprises, thus enhancing the driving force for development.

Hua Fu: this year, the proportion of sales of products inside and outside the company is about 2: 8. Next, the proportion of domestic sales will gradually increase. Through contact with the domestic market, we find that the quality requirements of domestic products are not comparable. For export Products are low, or even higher and stricter, and the quality of domestic products will be greater.

The product positioning of enterprises is different, the target market is different, and the means of expanding channels are different. For the export market, enterprises not only stabilize the market share of Europe and America, but also actively explore other new fields and reduce the risks of foreign trade. For the domestic market, according to the different positioning of clothing brands, targeted products are introduced, and some enterprises try to create their own brands to embody the advantages of the complete industrial chain. We can see that although the internal and external markets have their own characteristics, there is no need to strictly define the internal and external market. For different customers, the two sides are just looking for suitable cooperation mode.

　 What are the attitudes of the enterprises to the close integration with the downstream?

Rainbow Village: enterprises attach great importance to the docking with downstream garments, and for clothing The test of water, rainbow Zhuang began a few years ago. Since the beginning of 2008, relying on its own designer team, from the production of fabric to the brand of women's clothing, rainbow has achieved an important strategy for enterprises to enter the field of clothing. The exploratory entry to the downstream does not mean that we should get involved in simple clothing processing and production. The rainbow is not a simple garment processing production, but a combination of fabric research and development and clothing chain.

Dai Yin: from spinning, weaving to clothing, and even trading companies, Dai Yin's industrial chain is relatively perfect. In every link of this industry chain, Dai Yin has its own fist product. Dai Yin is an enterprise that made slub yarn and spandex core spun yarn earlier in the industry. Denim and woollen wool fabrics are the two main fabric products of Dai Yin. On this basis, Dai Yin also established a clothing brand, which started the Shandong market with high quality and good style. It can be said that Dai Yin has achieved good results in yarn and fabric. Next, we hope that we will make great efforts in making the best products such as slub yarn, core spun yarn and so on. In addition, we will intensify our efforts in the new field of clothing, not only to improve the group's own industrial chain, but also to spread the brand influence.

Hua Fu: as a prelude to the development of the domestic market, Huafu textile has established business cooperation with many domestic brands, including nine Mu Wang, gifted scholar, seven wolves, etc., both sides cooperate with each other in the development of new products, and cooperate with each other. At present, the cooperation between Huafu textile and garment enterprises has gradually matured, and garment enterprises generally hope to further push the products of cooperation to the market this year.

How does an enterprise maintain its existing channel access?

Rainbow Village: in recent years, rainbow has not carried out large-scale industrial expansion. Instead, it has upgraded all aspects of the enterprise by continuously improving product quality and strengthening internal management. First of all, the hardware is perfect. The rainbow flower has invested the most advanced equipment in the world and invested about 1000000 yuan to build soft water treatment equipment to improve the quality of printing and dyeing. dyestuff The auxiliaries are also of high quality, and some of them are nearly 10 times higher than the average ones. Through technological innovation, 10 processes of reduction, coating, reactive, acid carving and so on are applied on a piece of cloth, and the technology level is in the leading position in the whole country. In addition, in terms of customer resources, Rainbow Village attaches great importance to the maintenance of high-quality high-end customers, and has close ties with H&M, TOPSHOP, DKNY, C&A, MANGO, Express, Next, BCBG and other international brands.

At the same time, Rainbow Village, to the downstream customers, requests for products and follow-up services to meet the needs of customers and maintain the relationship between upstream and downstream to the maximum extent. It also forces itself to continuously innovate research and development, adopt new technologies and new equipment, make the products produced close to international high-quality fabrics, avoid low-level competition, and turn to high-end fields, and better. Seize the order from downstream customers.

Daiyin: all along, innovation has been running through every aspect of daiyin's production and operation, and is also an important capital to boost enterprise development and maintain downstream customers. On the one hand, the company has its own professional team to do its own research and development. On the other hand, it will carry out innovative design according to customer requirements. Dai Yin has also been seeking breakthroughs. On the one hand, it is innovating according to the trend changes. On the one hand, from raw materials to finishing processes, it integrates certain technological content. In addition, the company has established a provincial R & D center, which consists of four sub centers of spinning, denim, wool and clothing. Relying on the enterprise technology center, it has actively carried out technical cooperation with scientific research institutions and colleges and universities such as the Chinese Academy of Sciences, Qiingdao University, Tianjin University of Technology and so on, and has comprehensively enhanced the capability of independent innovation of science and technology, laying a solid foundation for the resource integration of the company's industrial chain. Basics.