Market Operation Of New Product R & D For Fabric Enterprises

For most domestic fabric enterprises, new product development is still a "soft rib". The market operation of new product research and development requires enterprises to make bold innovations in the new product mechanism construction, product development process design and brand operation mode. This time, we will focus on enterprises with outstanding performance in independent research and development, and hope that their successful experience can bring some enlightenment to other enterprises in the process of adjustment and upgrading.

New product concept

It is believed that many enterprises have the same feeling when they mention the new product being caught up with the wind. "The first year leads, the second years share, and everyone will have third years".

In addition to undertaking the risk of being plagiarized, the industrialization of new products is also an embarrassment for research and development.

Sun Xiankang, director of R & D group, said with deep feeling: "the new products developed by enterprises in recent years have larger sales in the market, but the biggest sales people are not themselves, because when they earn the first profit, they will be imitated by the followers at low cost immediately, and some new products will be recognized by the market or customers, but they are not quantified, and no sales will be formed."

Therefore, from the point of view of marketing, enterprises comb out the models of product R & D, and classify them into brand-new products, imitation new products, improved new products, forming series new products, reducing cost new products and repositioning new products.

Sun Xiankang pointed out that in these forms, the strategy of the enterprise is inclined to brand new products and form two categories of new products.

In the premise of defining the definition of new products, Sun Xiankang further talked about the specific practices of enterprises, such as increasing the development of mainstream products, achieving "advance, attack, retreat and defendiary"; seeking innovative and strong enterprises to jointly develop products and develop the market; serialized the products according to the specifications, categories or the color, style and use of the fabrics; finally, from the technical point of view, Sun Xiankang said: "the problem of the rubbing fastness of coated fabrics, the sticky problem, the poor color fastness caused by environmental and gas causes during the storage process, and solving them through technical means, pforming the old products to make them new products."

Clear positioning

First, the new product must be recognized by the market, then it is possible to carry out mass production. Finally, it is really successful to achieve maximum profit by operation and promotion.

Therefore, enterprise brand positioning, price positioning, demand positioning, customer positioning and product positioning these subdivision categories should be clear.

The three major brands of the ambition group, "Yi Wei Xin", "cool husband" and "XINGMAX", have a very clear positioning. What products have been developed have a clear direction, and there are clear objects and markets.

Sun Xiankang also pointed out: "enterprises mainly rely on polyester, nylon and chemical fiber materials, and a small amount of other fibers will be used to help customers understand this situation.

If too many other raw materials are used, it will inevitably affect the R & D effort, resulting in the difficulty of production management and technology management, and also misunderstanding the customer's purchase. "

In order to better illustrate the work done by enterprises in understanding the market demand, Sun Xiankang further pointed out that the customer demand of the Changshu market and the Guangdong market is obviously different. At ordinary times, enterprises will do a good job of investigating the demand of market products one year ahead of time, and visit some representative garment enterprises to communicate with them, so that they can have a pertinent understanding of customers and research products that are suitable for the market, and sometimes even need to make minor adjustments to certain products, such as color and touch, so that they can meet the requirements of customers.

When recommending products to customers, the law of proportions of 2: 6: 2 is usually used, that is, 20% for new products, 60% for mature products, 20% for old products or for improving products.

Speed advantage

In the view of He Shixian, R & D director of Xu Rong Group, the rapid entry of new products into the market is not only the embodiment of R & D capability of enterprises, but also can take advantage of speed, reduce R & D costs and improve the market share of new products.

He Shixian said that the selection of yarn for sports and leisure fabrics is very large, and the weaving process is more complex than the normal suits and professional clothes. The printing and dyeing process is also a collection of various technologies. So all departments of the enterprise are responsible for the development of professional talents, and then the integration is complicated.

"Because the combination of sports and leisure is very close to fashion, it is very fast from R & D to sales. If it is not for the popular sensitivity, strong R & D capability and excellent manufacturing technology, it is very difficult for enterprises to survive in sports and leisure."

It should be emphasized that speed is not at the expense of quality and service, but is reflected in the results of a lot of work.

To enable new products to enter the market quickly and effectively, we need to analyze and predict product trends, use their brand strengths, adapt to and change customer preferences, pay close attention to competitors' trends, and observe and react at any time to maximize customer satisfaction.

"Only in this way can enterprises use speed for higher profit returns," He Shixian said.

Referral means

Chen Baojian, director of Tianjin Tian Fang Klc Holdings Ltd technology center, said that in 2009, the company chose to adjust the product development cycle from year to season to suit the development cycle of the clothing brand.

This is also the practice of many fabric enterprises. In order to gain the initiative in competition, choose to cooperate with downstream brands.

Different from the previous sample processing, the cooperation mode that fabric companies are trying to achieve now is to jointly develop new products with downstream brands, or even guide the downstream trend.

In the development process, whether the product meets the clothing needs is important.

In addition to the intuitive display of fabrics made of clothing, the sample book is also a display tool for customers to introduce new products. Good sample books often inspire the inspiration of fashion designers, and are the embodiment of the control degree of fashion enterprises to the trend of fashion.

Chen Baojian also learned from this: "as the carrier of fabric recommendation, we have both the theme sample book, the spring and summer, the autumn and winter, and the four themes of the season.