Interpretation of the status quo of product development of domestic fabric enterprises

Recently, the reporter had a face-to-face exchange with Li Binhong, deputy director of the National Textile Development Center, on the status quo of product development of domestic fabric enterprises.
   
　　About innovation power: Do fabric companies really understand customer needs?
   
On this issue, Li Binhong, deputy director of the National Textile Development Center, has unique insights: In the face of fierce market competition, if you want to maintain original customers or even expand customer groups, you must not only meet customer requirements, but also actively understand "customers’ "Customers" means to understand how the terminal market will change.
   
The popularity of the textile consumer market is changing faster and faster. Not only does it require fabric manufacturers to greatly increase their ability to respond quickly, to understand changes, follow the pattern, and ensure delivery, but also to require fabric manufacturers to continue to innovate and enhance their independence. R&D capabilities, and actively participate in the work of "making fashion". In a survey of women’s clothing brands, the most important thing about “fabric supply requirements” is to guarantee delivery. At the same time, 70% of the interviewed companies hope that fabric suppliers can provide design support, not just Limited to product offerings. This fully shows that the communication and interaction between apparel manufacturers and fabric suppliers on design concepts will increasingly affect the final cooperation.
   
　　 Clothing manufacturers or purchasers have begun to pay attention to issues such as new fibers. Under this situation, fabric manufacturers should take the initiative and think farther than their customers. For different customers, they must have different design ideas. Even many internationally well-known fabric companies will develop and cooperate with clothing manufacturers or purchasers. Sell ​​new products. For example, men's clothing brands should mainly consider changes in fabric styles; women's clothing and children's clothing can focus on the design of color patterns; sportswear brands should consider functionality and color more.
   
　　About innovative ideas: How difficult is it to develop new products?
   
　　 What is a "good new product"? Deputy Director Li Binhong said: "We believe that a good new product is a product that can guarantee delivery, has popular elements and has a competitive price."
   
Generally speaking, rushing out of the delivery date is one of the effective ways for brands to reduce risks. Winning the market with "fast" is the reason for the success of a considerable number of representative brands such as ZARA. If fabric suppliers take the initiative to grasp some forward-looking According to the law, make preparations for research and development in advance, and the ability to ensure product delivery will be greatly improved.
   
　　 When it comes to innovation, entrepreneurs often feel that it is a big investment. But in fact, it's not. Deputy Director Li Binhong explained that there are actually three types of innovation: imitation innovation, improved innovation and true originality. Recombination of elements, changes in color and organizational structure are all innovative ways. She used the warp printed fabric woven by Koreans as an example. Warp printing was originally a process used in traditional silk, and the Koreans used this process in the weaving of chemical fiber fabrics, not only retaining the special effects of the process, but also It used to be more competitive. In the past, many companies only knew the feel and texture of imitating silk, but the current imitative innovation needs to be further grasped from the silk pattern, craft effects, and artistic characteristics. Improvement and innovation is to gradually improve and mature the immature technology. This kind of innovation can easily ensure stable quality. For example, to solve the anti-wrinkle problem of hemp textiles, it can be achieved by finishing methods, or it can be balanced with other fibers.
   
　　 In addition, companies should position their customer system and product system in advance. If its own customer system has always been low-end, the problem faced by the company is to maintain the status quo or open up the market. For example, a company with an annual output of 6 million meters can try to use 5.5 million meters for conventional products and 500,000 meters. Try to expand new customers. In this way, without affecting the overall profitability, some innovations can be made steadily.
   
　　 Regarding 100% originality, in order to better avoid risks, experts suggest that companies only need to allocate 1% to 2% of production capacity. Because of absolutely original things, no one can accurately predict whether it will be recognized by the market, but it is not advisable not to do it at all, because originality can provide new creative points for enterprise products, promote the innovative spirit of product developers, and enhance the entire enterprise Product development capabilities.
   
　　 There are not a few companies that have tasted the sweetness of innovation. Fujian Zhonghe Textile Co., Ltd., which has pioneered the path of innovation, has achieved a gross profit margin of 30%. Dali Silk (Zhejiang) Co., Ltd., Shandong Ruyi Group, etc., which have the same "good luck", all rely on accurate forecasts and professional R&D teams to achieve the docking with customers, and become customers rely on and trust. supplier.
   
　　About the innovation system: What is behind the product development?
   
　　Many companies have realized the importance of innovation, but they have nowhere to start. In this regard, Deputy Director Li Binhong believes that companies should first establish mechanisms and cultivate talents, then standardize the product development process and gradually improve the entire management system. "Product development" is by no means confined to "hard indicators" such as technological innovation and design innovation. "Soft indicators" such as product development process management, product development personnel training, and effective marketing of new products all contribute to the success or failure of product development and new products in the market. Played a vital role.
   
In fact, the establishment of a smooth “R&D production line” is by no means a simple “new product production”. It includes close cooperation between the R&D department and all departments of the company, the product development department comes up with new product development creative plans, and the technical department To evaluate the feasibility of its realization, the sales department to evaluate the market recognition and acceptance, and finally realize the commercialization of the new product. (China Textile News)