China Textile Innovative Product Development Practical Training Course held in Dalang

The impact of the COVID-19 epidemic, the evolution of competition, the arrival of the digital age, and the emergence of new business formats and new models have all brought new propositions to the development of China’s textile industry, while accelerating the pace of industry innovation and change. .

On April 26-27, “Educating Elites·Innovating Products·Seeking New Opportunities”-2021 China Textile Innovation New Product Development Practical Training Course was held in Dalang, Shenzhen Fashion Town was successfully held. The activity consists of three major modules: professional courses, fashion inspections, and brand docking. On the one hand, it carries out professional activities from multiple dimensions such as product trend innovation, hot product planning, brand management, digital marketing, visual marketing strategy, live broadcast product selection, and hot product creation. explanations and practical training; on the other hand, it builds a bridge of communication and cooperation to promote in-depth connection between the upstream and downstream of the industrial chain.

This event is hosted by the Productivity Promotion Department of the ChinaTextile Industry Federation, China Textile Information Center, National Textile Product Development Center, China Women’s Clothing FabricsPopular Trends Research Institute. China Textile Industry Industrial Design Center, China National Textile and Apparel Federation Product Development Contribution Award, selected enterprises for cultivating and promoting ten major categories of textile innovative products, national textile product development base enterprises, ChinaPopular Fabrics Nearly 70 people including representatives from shortlisted companies, Chinese popular fabric tag authorized companies, and Keqiao outstanding textile companies participated in this training.

Insight into product development and innovation trends

Chen Baojian, chief engineer of the National Textile Product Development Center, delivered a welcome speech at the training class and explained the development ideas and future trends of textile ‘innovative products’. “We hope that our future products will be beautiful, high-quality and sustainable.” Chief Engineer Chen Baojian based on two industry selection activities: “Cultivation and Promotion of Ten Major Categories of Textile Innovation Products” and “China Textile Industry Federation Product Development Contribution Award”, Analyze product innovation cases, development trends of innovative products, and product development management innovation cases. He introduced that at the level of product innovation, new materials + new processes + new designs, re-innovation of intangible cultural heritage elements, intelligent response, real-time monitoring, multi-functional superposition, and new functional materials The innovative application of ecologicalenvironmental protection materials and technologies has outstanding performance; at the level of innovation direction, the development trend based on technology, fashion, and green perspectives is becoming increasingly obvious; at the level of product development and management, it covers The product development and innovation management system, which consists of eight modules including strategic planning, organization building, process management, technology management, design management, marketing, performance evaluation, and data management, is of great reference value to enterprises.

In view of the common pain points encountered by enterprises in product development, Li Lei, director of the Creative Design Department of China Textile Information Center, used a combination of trend analysis and practical exercises in the course “Popular Trends Leading Innovative Product Development – Product Planning WORKSHOP” Guide enterprises to carry out product planning based on popular trends. He pointed out that in product development, brand market research, fashion trend analysis, and product structure analysis are indispensable, and effective product structure is the key point for fabric profitability and sustained growth. Among them, high-tech and high-tech “new fishing products” are located at the top of the product pyramid system. Compared with sales-oriented products, profit-oriented products, and competitive products at the bottom and middle, they have leading advantages. Such products are often based on popular trends and combined with Fashionable products designed with new technologies and new functions. “Minimalist and versatile, comfortable touch, ecological and environmentally friendly, protective function, happy colors, natural patterns” – based on the six keywords of the 2022 spring and summer Chinese textile fabric fashion trends, a study group composed of students from upstream and downstream of the industry chain, Practical exercises were conducted around the three modules of corporate product structure sorting, four-quadrant application of trends, and planning category analysis.

Master value growth marketing strategies

What is the development trend of branding in the Internet era? What are the options for brand architecture and models? In the course “Brand Management and Digital Marketing Strategies to Create an “Aircraft Carrier-Level” Textile and Apparel Enterprise”, Li Weidong, an expert in digital brand marketing training, combined a wealth of brand cases around the three aspects of marketing changes in the digital era, corporate brand management and marketing strategies. Expand analysis. He pointed out that in the “algorithm” era, the trends of personalization, originality, and nicheness drive companies to first find core user groups and shift from product orientation to customer demand orientation. He believes that consumer-oriented brands, ecosystem-style brand extension, and reverse pyramid communication industries are the three major characteristics of brands in the digital era, which can be seen from participatory brand creation, dynamic + scenario-based pricing, fission-based community marketing, and multi- Channel digital reach and other dimensions empower brand vitality. Finally, Li Weidong also introduced the four evolutionary cycles of marketing and proposed strategies to detonate new media communication in the digital era.

“Visual marketing is an important competitiveness for future enterprises to compete for the market.” Gao Feng, founder of Xinshijue Fashion Retail School and distinguished lecturer of display at Beijing Institute of Fashion Technology, used rich techniques in the course “Display (Visual Marketing) to Improve Brand Core Competitiveness” ��’s classic cases at home and abroad analyze visual marketing techniques that can double product value. He said that display has the functions of conveying brand concepts, increasing brand impression, increasing visual excitement, creating store atmosphere, displaying products, showing service breadth, increasing sales, attracting customers into the store, stimulating purchase desire, optimizing space use, making shopping more convenient, etc. A variety of functions. By interpreting multiple cases of window display, product display and store area division, the course demonstrates the impact of display on various links in the retail ecological chain such as the number of people entering the store, customer stay time, try-on rate, transaction rate, VIP customer conversion and return to the store for re-consumption. At the same time, it also describes the expression methods of “dots, lines, slashes, repetitions, contrasts, colors” and other expression methods of window design thinking from the window elements, materials used, display categories, expression themes, visual placement, etc.

Mr. Yin Gaoming, a certified lecturer at Juliu University, introduced the two major functions of Douyin software in the course “How Clothing Brands Leverage Douyin to Rise Rapidly”: one is to bring end customers, and the other is to provide a large amount of display exposure, so that Products reach potential users. He compared Douyine-commerce and traditional e-commerce from three aspects: shopping groups, shopping scenes, and shopping demand differences, and introduced two methods of bringing goods through Douyin live broadcast. Three methods: brand self-broadcasting and popular broadcasting, and combined with data to analyze three popular cases of brand transformation live broadcast cooperation, TOP anchor cooperation, and small and medium-sized anchor batch cooperation. He also focused on how clothing brands use short video live broadcasts to bring goods, including product positioning analysis, methods of benchmarking brands or accounts, execution team building and execution plans, and optimizing the core direction of short video live broadcasts to bring goods.

Enter the fashion hinterland and connect with brands in depth

On the morning of the next day of the event, the organizer organized students to visit Masfiel Fashion Group and Yizhihui Centennial Fashion Museum. The unique artistic design of the Marsfield Fashion Group headquarters building imitates the life forms and material forms of nature, as well as a sustainable environment suitable for living and working. When people are in it, they are not only shocked by the natural fashion and simple beauty of the building, but also conveyed by it. Impressed by the outstanding brand culture of Marsfield. The Yizhihui Centenary Fashion Museum, located in the EACHWAY Creative Industrial Park, collects epoch-making costumes from the Qing Dynasty, the Republic of China, and modern times, as well as intangible cultural heritage embroidery works of ethnic minorities. Business representatives listened in detail to the industrial park’s They introduced and visited the representative costumes in each exhibition area of the museum, and deeply felt the rapid changes in Chinese popular culture and the booming development of China’s fashion industry in the past century.

In the afternoon, the famous brand exchange and matchmaking meeting came from Aimer Co., Ltd., Zhejiang Semir Clothing Co., Ltd., Pathfinder Holding Group Co., Ltd., Winner Fashion Holdings Co., Ltd., Yizhihui Fashion Group, and Caldenton Clothing. Co., Ltd., Shenzhen Weiqisi Clothing Co., Ltd., Shenzhen Fansino Fashion Clothing Co., Ltd., and Aiteai Clothing (Shenzhen) Co., Ltd.’s brand representatives and outstandingfabric training classes Enterprisesconducted face-to-face negotiations and exchanges. With rich fabric products, sufficient professional communication, and in-depth docking of supply and demand, this exchange and matchmaking meeting has expanded cooperation channels upstream and downstream of the industrial chain, improved procurement efficiency, and effectively promoted pragmatic cooperation and win-win development between the two parties.

AAA

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