(1) Establish the concept of “strategic breakthrough” in the textile machinery industry
With the rapid development of technology, the market is constantly changing, and the speed of many companies adopting new products is also accelerating, and new encirclement circles are forming. Companies in the textile machinery industry must have the concept of “breakthrough and breakthrough again”.
1. The technical department and the marketing department conducted a detailed investigation on the technology and consumer market of the textile machinery industry at home and abroad to determine the development direction of the industry.
2. On the basis of the demonstration, make a decision to break through the textile machinery industry strategy: research and develop products that meet the market direction, and form the advantages of its own products (further clarify the development ideas of technological innovation: high-end/middle-end/low-end markets) .
(2) Determine the market positioning, product positioning and brand positioning of the textile machinery industry
Textile machinery industry market positioning, product positioning and brand positioning are the three main marketing positioning. Any successful product marketing must have an accurate positioning to adapt to this stage, such as Wanglaoji’s “fear of getting angry”, natural water from Nongfu Spring, Safeguard fungicide, Alibaba’s small and medium-sized enterprise trading platform, etc. Positioning is success The first step in marketing.
1. Market positioning
The market positioning of the textile machinery industry refers to the position of competitors’ existing textile machinery products in the market. To some extent, consumers or users value certain characteristics, flexibility and core benefits of products. Create a unique, impressive and unique personality or image of the company’s products, and pass this image to customers quickly, accurately and vividly through a series of specific marketing combinations, and affect customers’ overall perception of the product.
For example, the textile machinery market can be positioned as: urban families with middle-income and above, a certain economic foundation, a strong acceptance of new things, and a customer group that pursues a high-quality life.
2. Product positioning
The target market positioning of the textile machinery industry (referred to as market positioning) refers to the company’s choice of the target consumer or the target consumer market; product positioning refers to which product the company corresponds to that satisfies the target consumer or the target consumer market. In theory, market positioning should be done first, and then product positioning. The product positioning of the textile machinery industry is the process of selecting the target market and integrating the company’s products, that is, the corporatization and productization of the market positioning.
Can be used: textile machinery industry product difference positioning method, main flexibility positioning method, interest positioning method, user positioning method, use positioning method, classification positioning method, specific competitor positioning method, relationship positioning method, problem positioning method, etc. method for positioning. But no matter what kind of positioning, the basic method of positioning is comparison, that is, cost performance. It is not only a comparison of product performance and product price, but also a ratio of customer income and payment. The client’s interest may be psychological or service-oriented.
The product positioning of the textile machinery industry must follow two basic principles, namely, the principle of adaptability and the principle of competitiveness.
The principle of adaptability includes two aspects. First of all, the product positioning of the textile machinery industry should adapt to the needs of consumers, invest in what they like, and then provide it to them to build a product image and promote purchase behavior; the second is the products of the textile machinery industry. The positioning should adapt to the conditions of the enterprise’s own resource allocation such as manpower, financial resources, and material resources, so as to achieve market position in a timely and stable manner with quality and quantity guaranteed.
The competition principle can also be called the difference principle. Product positioning in the textile machinery industry cannot be wishful thinking, and must be determined according to the situation of competitors in the same industry in the market (such as the number of competitors, their respective advantages, and different market positions of products, etc.). Reduce competitive risk and boost product sales. For example, Company B’s products serve higher-income consumers, while Company A’s products are positioned to serve low-income individuals; one of Company B’s products is outstanding, while Company A’s products are positioned to serve others . In terms of flexibility, it forms the characteristics of product differentiation. “I have what others don’t have, and I have what others have” is a concrete manifestation of the application of this competition principle.
It can be seen that the product positioning of the textile machinery industry basically depends on four aspects: product, company, consumer and competitor, that is, the characteristics of the product, the company’s sense of innovation, the demand preference of consumers, and the market for competitors’ products status. If the coordination is correct, the product status can be correctly determined.
3. Brand positioning
Brand positioning in the textile machinery industry is a business decision made based on market positioning and product positioning, as well as cultural positioning and personality differences of a specific brand. This is the process and result of building a brand image relevant to the target market.
Brand positioning in the textile machinery industry is the core and performance of market positioning. Once an enterprise chooses a target market, it must design and shape its own corresponding products, brand and corporate image in order to win the recognition of target consumers. Since the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for the company to disseminate product-related information, so the brand is also the main basis for consumers to purchase products, so the brand becomes a bridge between products. Consumers and brand positioning have also become the core and concentrated expression of market positioning.
Consumers have different types, different consumption levels, different consumption habits and preferences. The brand positioning of the company’s textile machinery industry must start from subjective and objective conditions and factors in order to find target consumers who meet the requirements of competition goals. According to the specific market segments in the segmented market, meet the specific needs of specific consumers, identify market gaps, and improve brand positioning. The needs of consumers are constantly changing, and the company can also guide target consumers to generate new needs and form a new brand positioning according to the progress of the times and the development of new products. The brand positioning of textile machinery must touch the hearts of customers and arouse their inner needs. This is the focus of textile machinery brand positioning.
(3) Innovate and strive for breakthroughs
Only innovators can progress, only innovators can be strong, and only innovators can win. “Technology is the primary productive force”. A good company can only be large-scale and high-quality. A strong company must rely on technological innovation and application. The same is true for companies in the textile machinery industry.
1. A technological innovation model based on consumption upgrades
After the 1990s and even after the 2000s, it has become the main group of social consumption. On the one hand, this group of people completely worships technology and has no resistance to technology. Technological factors have been integrated into the bones of consumers and can be seen as technology creep. On the other hand, the innovation needs of textile machinery can only rely on scientific and technological innovation to solve the contradiction between individualized government and large-scale industrial production, and to realize the intelligent scene of abundant food and clothing and responsiveness to the trend of the times.
China’s economy is transforming from investment-led to consumption-led, and technological innovation in textile machinery will inevitably lead to consumption upgrades. Thanks to technological innovation, many new categories, new services and new models have emerged. Changing consumption habits, changing consumption patterns, and reshaping the consumption process have given birth to the rise of various forms of consumption, such as cross-regional cross-border, online and offline, and experience sharing.
The innovation model of textile machinery technology based on consumption upgrade is still the direction of innovation martyrs. No matter how technology evolves, it is still a tool. The survival and development of a brand requires the integration of brand power, product power and consumption power, rather than just relying on a certain technology stack.
2. Innovation promotes higher quality development of the textile machinery industry
The key to innovation in the textile machinery industry is the innovation of big data, cloud computing, Internet of Things, artificial intelligence and other information technologies, the innovation of business formats and models, and the innovation of goods and services. Through the innovation of information technology, we can reduce logistics costs, operating costs, management costs, improve efficiency and enhance competitiveness; through technological innovation, we can effectively promote the innovation of business forms and models. By innovating business formats and models, we can better meet the diverse, multi-level, multi-faceted and personalized needs of consumers; innovations in goods and services can stimulate potential consumption, increase marginal consumption rates, and expand consumption.
In the past, under the environment of my country’s imitation-type consumption, the development of “standardization” and “model format” of commercial formats was an obvious and quiet feature of the development of my country’s retail industry. In the current and future new environment, consumption becomes more personalized and diversified consumption is becoming the mainstream, and the development of traditional textile machinery will no longer adapt to new forms and meet new consumption needs. There is a need to accelerate innovation in new technologies, formats and models. First, it is necessary to resolve the contradiction between consumers’ pursuit of differentiated goods and services and retailers’ provision of standardized, model-based operations. Second, retailers must control the pricing power of merchandise and have their own unique offerings to gain a market access advantage. In terms of new business forms and new models of textile machinery innovation, small and medium-sized retail companies are the pillars and new forces of innovation. The country should also pay attention to the innovation of small and medium-sized retail companies, which account for more than 90% of market participants, and promote the development of my country’s retail industry with higher quality through active innovation in the entire industry.
3. Try format innovation and brand innovation
For the textile machinery industry, the products and services that companies provide to consumers are always the core issues that consumers care about. In the face of rapidly changing consumer demands, business formats and brands that better suit consumer demands are expected to help companies reach more customer groups and achieve sustained growth. Based on the existing brand, REHOW Machinery will expand into “small and exquisite”, try new models, such as commercial stores, tourist stores, community stores, shopping centers, etc., and hope to use brand influence and years of operating experience to Shorten time to profit.
4. Independent innovation + brand
An enterprise without innovation is an enterprise without soul. An enterprise without core technology is an enterprise without backbone.
A large number of Chinese companies are at the bottom of the “smiling curve” of the international division of labor in the “manufacturing” link, silently making “wedding dresses” for others, while in the high-end links such as research and development, brand building, etc., sales channels have been taken over by developed countries. Multinational corporations use and control. In order to maintain the development of enterprises, Chinese enterprises can only rely on expanding scale and reducing costs, which has created a vicious circle of competitive price reduction and low-price competition.
One of the strategic tasks of “Made in China 2027″ is to strengthen the construction of high-quality brands, encourage enterprises to pursue excellent quality, form famous brand products with independent intellectual property rights, and continuously improve the brand value and overall image of enterprises. made in China. This undoubtedly has great practical and far-reaching historical significance for accelerating the transformation of Chinese products into Chinese brands.
The brand of the textile machinery industry is a symbol of quality, a condensation of reputation and a business card of economy. According to statistics, 80% of the global market is occupied by 20% of leading brands. On the other hand, although the scale of my country’s manufacturing industry has become the largest in the world, the weakness of textile machinery brands is still a hidden worry and drawback that plagues the development of China’s manufacturing industry.
From the perspective of enterprises, the difference between REHOW Textile Machinery Company and unbranded imitation versions of the same type of textile machinery is more than one hundred times; the price difference between international famous brands and Chinese brands of textile machinery with the same raw materials is huge. It is not difficult to see that the brand, as the intangible asset of the enterprise, is the great wealth of the enterprise. In the field of trade, merchants choose a certain brand of product, as long as the product has excellent quality, as long as the quality has a reputation in the hearts of consumers, even if the price is much higher than other similar products, the brand is still valuable. Product, Consumer Author still believes in the value of the brand and sees its high price as a symbol of lofty status.
At present, with the increase of foreign technical trade measures and the intensification of domestic competition, the current textile machinery market has a large supply. With the increase of foreign technology trade means and the intensification of domestic competition, the contradiction of oversupply in the textile machinery market has become increasingly prominent. However, in such a severe market environment, the market share of some world-renowned textile machinery brands has not decreased, but has grown larger, and the living space of companies without brands has become narrower and narrower. Therefore, it has become unprecedentedly important and urgent to establish one’s own textile machinery brand and establish a good textile machinery brand image.
(4) Develop a publicity plan
1. Learn to make news, event marketing – a low-cost communication tool
Now in enterprise marketing, brand communication is the core. Therefore, how to quickly start the textile machinery industry brand is a key element of brand growth. News effects are the most effective means of communication. For example, Nongfu Spring challenged pure water to lift items, smashed Mercedes-Benz items, WeChat red envelopes, Baoding fried dough stick brothers, etc. These are the news effects formed by news hotspots, which make the textile machinery brand spread rapidly and form a word-of-mouth effect It is a shortcut to the rapid growth of the brand.
2. Learn to highlight brand characteristics through excellent brand visual design
What is the textile machinery industry brand? In the end, it’s a visual totem. What do you think of when you mention McDonald’s? What does the yellow archer think when it mentions Buddhism? Gold background and temple; what do you think when you mention KFC? Colonel America; what’s your take on real kung fu fast food? Bruce Lee’s muscles and nunchucks; what do you think of when you mention the 58.com website? That cute little donkey…Classic cases like these are important tools to achieve breakthroughs in textile machinery brands, and brands that have never been forgotten have eternal vitality.
3. Learn to use Internet marketing
There are many methods of online marketing of textile machinery, most of which are low-cost marketing tools, such as SEO, keyword search, bidding ranking, email, community, forum, instant message, etc., which are common online marketing tools on the PC Internet. The popular micro-marketing system in recent years is a modern, low-cost, and cost-effective marketing method. Compared with traditional marketing methods, “micro-marketing” advocates the establishment of “lighter” and more effective marketing involving R&D, products, channels, markets, brand communication, promotions and customer relationships through the interaction between virtual and reality. The whole chain integrates various marketing resources, and has achieved the marketing effect of small blogs and light blogs. At present, micro-marketing usually refers to WeChat marketing and Weibo marketing, which is the best way for the company to quickly spread the brand of textile machinery and establish a word-of-mouth effect.
Post time: May-14-2023
