Sell The Fabric First And Then Sell It.

In 2010, with the gradual warming of the economy and the beginning of a new round of market competition for fabric enterprises, price competition is increasingly unable to meet the development needs of enterprises. China's textile enterprises are more concerned about the competitiveness of the brand. Some enterprises began to make overall planning from many aspects such as product planning, production, company image, service and so on, further enhancing the influence of fabric brand and increasing the added value of products, and the fabric brand planning service organization came into being. It is understood that some fabric manufacturers have contacted fabric brand planning service agencies to make better integration of their products and brands.

Yang Yong, general manager of Shanghai special fabric brand service organization, believes that fabric brand planning service is a new project, and there are some difficulties when communicating with customers. This is an industry with opportunities and challenges. He said: "with the enhancement of fabric entrepreneurs' awareness, the development of fabric enterprises will become better and better in the future, not only can we make active fabric marketing, but will also guide clothing design."

Fabric brand service provider

Let fabric lead fashion

Shanghai special fabric brand service agency was founded in September last year. Its general manager, Yang Yong, is a fashion designer with 10 years of experience. He joined several senior designers in China and set up a service team. Yang Yong said, "our services range from fabric product trend prediction, product category integration and fashion color planning, to image packaging, and to sales mode, such as visual merchandising. At present, although China's overall fabric design level has been greatly improved, there are still some domestic fabric enterprises in a passive situation. They do not have a complete product development planning team, and only rely on personal preferences or experience to develop and produce fabrics, waiting for clothing companies to choose products. Due to the lack of research on the system integration of seasonal colors, fabric patterns, materials and the trend of consumer demand, there is a certain blindness in the development of fabrics. Some beautiful new products have not been selected by clothing brand designers, resulting in a backlog of products, only to reduce prices, and cheap sales have affected the efficiency of enterprises.

In addition, Yang Yong believes that the customers of fabric companies are mostly designers of garment enterprises. The service development team with clothing design background helps the fabric companies to develop product development plan, image plan plan and marketing service plan, which will be more suitable for the needs of fashion designers. He said: "we have set up a garment design and research team to produce a large number of ready-made garments, and display the styles and characteristics of the garments through the effect of the profile and details of the garments, giving the designers a comprehensive and intuitive feeling to promote fabric sales."

In Yang Yong's view, Chinese fabric enterprises are not perfect in terms of sales and service, and there is still a gap compared with some outstanding textile enterprises abroad. This gap is mainly reflected in the expression form of fabric products, professional quality of fabric salesmen, visual merchandising and so on. So, Yang has the idea of building a fabric brand planning company. He and his team provide product development and planning for local fabric suppliers, exhibition hall and exhibition hall visual space design, display, product distribution, marketing guidance, sample development and other services. Through hard work, some of the cooperative customers have achieved significant results.

　　 Fabric enterprise

Promising prospects, but still need to be improved.

Qian Chun Wo Textile Co., Ltd. is a merchant in Keqiao Textile City. In Keqiao, there are many enterprises specializing in the production of clothing materials such as Qian Sichuan company. In the view of Chen Yong, general manager of Qian Sichuan company, fabric brand planning service can not only let fabric enterprises get rid of the homogenization competition of products, but also achieve differential development. In addition, long-term and planned brand maintenance is the magic weapon for enterprises to win in the fierce competition in the future. Chen Yong said, "now the information is not block and poverty, but too much and too much flooding. It is difficult for us to choose information effectively and make the right choice. The fabric brand planning agency can help us systematically and professionally integrate all kinds of information, and make effective use of these information to plan the production and sale of fabrics. I have been working with fabric brand planning service agency for over a year. Brand planning is not an immediate event. It is a long-term accumulation process. How to avoid homogenization competition and make personalized roads more competitive in the market has become a major issue facing us. As an important bridge to build fabric manufacturers and garment enterprises, we are deeply aware of the importance of fabric brand planning service organizations.

In the past year, the Shanghai special fabric brand service agency has provided us with services such as fabric category integration, sample design, fashion color application and so on. In the future, we will also cooperate extensively, including sales training, corporate image and product promotion. The division of labor in the future textile market will be more and more clear. Fabric brand planning service It will also play an increasingly important role.

"Of course, there will be a lot of cooperation problems during this period, such as how to protect the professional secrets inside the company. Although we have signed a strict confidentiality contract in the process of cooperation, we need fabric brand planning service agencies to stick to professional ethics and avoid unnecessary contradictions." Chen Yong said that although he affirmed the cooperation between fabric enterprises and fabric brand planning service agencies, there were still some problems that could not be avoided, and the two sides needed further discussions in the specific cooperation process.

Chen Xianfu, manager of the exhibition center of Limited by Share Ltd, Zhejiang, USA, was informed by a communication with reporters that there were specialized companies providing brand planning services for fabric companies. When reporters asked whether they needed such companies to provide services, Chen Xianfu's answer was urgent and affirmative. But with regard to the content of cooperation, Chen Xianfu has his own ideas. "I still hope to cooperate with fabric brand service agencies, but the content of cooperation is not product development and promotion, but about popular information, design concepts and so on. We have recently set up our own marketing department to carry out product development and image planning, and it is not easy to disclose the sales means. At present, we are not willing to cooperate with fabric brand service agencies in product development and sales mode, because the cost of cooperation in this area is too high. In addition, we have doubts about whether the two sides can strictly protect company secrets in the cooperation. At the same time, we believe that the fabric brand service agencies can not understand and find the most suitable sales and brand maintenance means for us in a short time. After all, I know myself best. "

In the interview with reporters, a lot of fabric companies like Chen Xianfu thought that although they hoped to have more communication with fabric brand service agencies, they still had many doubts about cooperation. After all, fabric brand service agencies were faced with all fabric manufacturers, how to make their products different from others, some enterprises still wanted to have their own independent development team.

Designer

Create a win-win situation

Chen Youping is Shanghai bin long. Clothes & Accessories Chen Youping, the design director and deputy general manager of the company, as a designer, is also involved in the procurement of fabrics every season. He often contacts with fabric suppliers. He thinks: "clothing companies have to consider many factors when purchasing fabrics. For example, what are the fashionable colors this year and what kinds of fabrics are popular? What fabrics do you need for fabrics that are popular? If fabric producers bring only a single category of fabrics, it is very difficult for us to make a choice. If the fabric manufacturers have unified plans to support the fabrics that are in line with the trend of fashion, clothing companies will be very convenient to choose, and fabric manufacturers will get more chances to win."

In Chen Youping's view, fabric companies should change their concepts, guide the trend of fashion and grasp the initiative. He said, "fabric companies must design and plan fabrics from the perspective of fashion designers. Fabrics are the foundation of fashion. Abroad, many fashion publications are sponsored by fabric enterprises. They collaborate with well-known fashion designers to guide the fashion trend. Domestic enterprises must change their ideas as soon as possible so as to win in international competition.

When it comes to the future development trend of fabric brand service agencies, Chen Youping is more optimistic. He believes that the development of such institutions will create a win-win situation for the textile industry. Chen Youping said, "the emergence of fabric brand planning service industry is the inevitable result of market maturity and development, and will soon be recognized by the market. Most of the services in this field are experienced designers in some industries. They are very familiar with clothing and fabrics, which is a good business opportunity for them. For fabric suppliers, it is a good opportunity to enhance the fabric brand. Perhaps a strong fabric enterprise will consider establishing its own planning department or marketing department, but brand planning is not just a sample garment, a series of system planning for interpretation and judgement of fashion trends, fabric theme classification, etc. all have higher requirements for the professional level of employees. From the cost point of view, cooperation with mature brand planning service agencies is more cost-effective. And domestic garment enterprises also need fabric manufacturers to provide a full range of popular planning and matching, so that they can more easily finish the style design. So I think fabric brand planning service agencies will soon enter the market and fill the gaps in the domestic textile market.