The competitiveness of textile and garment industry products determines the vitality of the brand

In the final analysis, brand competition is the competition of products, and the competition of products is determined by technology content and design. Nowadays, textile and apparel consumption is developing towards a diversified and personalized trend, and people are paying more attention to the essence of products. How to grasp the key point of consumer demand tending to be “diversified, fashionable and quality”? Changing the old product development model, strengthening the originality of product development, improving the product design sense, and achieving market breakthrough through product expansion and innovation have become several breakthroughs in brand competition. Nowadays, more and more textile and garment enterprises are actively seeking ways to add value to the brand from the perspective of enhancing product competitiveness.

Product upgrade focuses on consumer diversification and quality

In the museum Bosideng International Holdings Limited, the chairman of the Dekang sitting in that year used the Butterfly brand sewing machine before telling the company's course of business. 40 years ago, Gao Dekang started his business with eight sewing machines. With his keen insight into the clothing market and his unsatisfied enterprising spirit, Bosideng today. When talking about future planning, Gao Dekang said: "In the next few years, the company will continue to dig deep into the core down business and do specialization. At the same time, expand children's wear, maternal and child, school uniforms, home textiles, home and other projects. In addition, the acquisition of mergers and women's clothing brand, and strive to market in three to five years, "2016, Bosideng selection of water repellent fabric, the surface can bounce drops of water;. selection of regenerative heating in the material, can enhance the apparent temperature 3-5 degrees; and the introduction of Japan's exclusive antibacterial green Cashmere, once the product is on the market, it is immediately recognized by consumers.

In the same way as Bokden's extended product category and technology integration into products, Pleasant Home Textiles has now become a textile R&D design – fiber manufacturing – printing and dyeing – finished sewing – brand sales and self-operated exports complete industrial chain of modern textile enterprises. According to the company's party secretary and chairman Liu Yuxing, in order to adapt to the consumption upgrade and diversified consumption trends and meet the strong demand for hemp products in the domestic and foreign markets, the company launched a product structure represented by high value-added hemp fiber series. Technical upgrades. At present, the company's linen production line with an annual production capacity of 10,000 spindles is in operation. Liu Yuxing said that this linen production line should be the second engine besides cotton spinning and dyeing, which will make the development of sleep products of "homely green sleep, natural pleasure" of Yuejia Textile have stronger support. The yarn produced by Joy Home Textiles can be sold for more than 100,000 yuan per ton; all the home clothes and bedding products produced are supplied to IKEA.

A large number of textiles such as anti-mite antibacterial bedding, far-infrared antistatic knit underwear, antibacterial anti-UV long tube stockings, outdoor sportswear, etc., which are made of graphene composite fiber, have gradually appeared in the eyes of consumers. These new technology fibers are all from Nantong Johnson & Johnson Graphene Technology Co., Ltd. According to company director of Cheung Sha Xiaolin, Shanghai New Material Technology Co., Ltd. Greek graphite as a research and development center in Nantong Johnson graphene Technology Co., Ltd. as a manufacturing base, achieve breakthrough results in the preparation of graphene composite fiber raw materials and research and development. 8 years ago, graphene materials imported from the United States 500 yuan per gram, and now, in the continuing efforts of Johnson & Johnson team of scientists and R & D personnel cost reductions. At present, the second phase of the company's graphene raw material production is nearing completion, and 100 tons of production capacity can be formed within the year. At the same time, it has already possessed 5,000 tons of graphene special fiber industrialization capacity, and its production capacity will increase to 20,000 tons next year.

Design upgrade focuses on consumer personalization and fashion

At present, the industry's competition is returning to the product itself. R&D has become an important driving force for the development of the industry. Many company executives said that the most essential of brand building is product design and R&D, which is the basis for ensuring that the brand has its own characteristics.

In response to market changes and adapting to the trend of fast fashion, Nanjing Hellmans Group Co., Ltd., which uses wool, cashmere and mulberry silk as raw materials, increased its investment in innovative design of products in 2017. For the design team to carry out the construction of young and middle-aged echelons, the proportion of designers in the post-80s and post-90s is gradually increasing. This approach makes the active thinking complement the ideas of the previous design team. According to the general manager of the group, “The focus of the company's work in 2017 is to start with design and actively feedback the design elements from abroad to the designer to enhance the fashion of knitwear. Among them, how to embody fashion in sweater products. External wear is the key direction, and the fashion sweaters presented at the Hellmans trade fair held in April this year have attracted attention."

Founded in 1997, Vignas Fashion is a high-end fashion women's brand in China. Tao Weimin, vice president of the company, said: "We are a manufacturing company with pursuit and sentiment. Vigna has to be a luxury brand with Chinese cultural elements." Since then, since the listing on the Shanghai Stock Exchange in 2014, Vignas Constantly strengthen the adjustment and seek breakthroughs, and integrate the design elements of Yunnan traditional handicrafts – Yunjin into the brand. For the improvement of design, Vignas uses the internal competition of the team. At present, Vignes has four design teams in different regions. Due to the influence of different cultures, the design team has their own unique understanding of fashion. The same themes are designed with different characteristics.

For the brand, the process of learning and learning among the design teams ensures brand innovation and market recognition. Guangzhou Exceptional Apparel Co., Ltd., which has a pivotal position in China's fashion circle, always insists on giving consumers the best products. The company continues to research on materials and develop more new materials for use in products. At the same time, strengthen the application of traditional handicrafts, introduce the skills of Miao embroidery, tide embroidery and modern technology to revitalize traditional handicrafts. Companies that also incorporate traditional handicrafts into their designs include Yizhihui, Xuelian, and exceptions.

The heads of many clothing companies believe that culture is the foundation of the brand, and traditional cultural skills can give enterprises more design inspiration. While realizing their own uniqueness, brand enterprises also bring traditional culture, technology and consumers closer. .