Fabric Market: Technology Content Determines Brand Value
"China
Fabric
Market breakthroughs should not be confined to flower patterns only.
style
The simple changes should be punches in brand and technology. "
This is the sentiment of many entrepreneurs since the autumn and winter fabrics were launched.
Nowadays, branding is the basic direction for the development of hi-tech fabric enterprises, and consumers pay for hi-tech fabrics.
Price
In essence, it is seeking an action that meets its own needs.
As a general consumer, there is a certain degree of sensitivity to price, and the price sensitivity depends largely on the consistency between the price of high-tech fabric and its brand.
At present, consumers are becoming more and more frequent in buying high-tech fabrics and clothing, so the importance of consumers' price assessment is increasing. Brand influence will be considered by enterprises as the main basis for their price setting.
Brand can contact consumers with high-tech fabrics through tangible or intangible media. Brand deepening can pform potential buyers into real buyers.
As high-tech fabrics, high technology content, it is difficult for consumers to directly experience the quality of fabrics, and the brand of high-tech fabrics can make consumers recognize the value of high-tech fabrics, and become a loyal buyer of high-tech fabrics through information pmission.
With the brand recognition, consumers need to quantify the brand. The digitalization and quantification of this brand is the price.
Further, hi-tech fabrics form brand purchasing power and establish a higher credit degree among consumers. This credit degree can reduce the choice cost of consumers and enhance the consumers' purchase intention. At this time, the high price position is beneficial to enterprises and consumers.
The author thinks that some high-tech fabric brands become brand names.
purchasing power
Mainly for the following reasons:
Excellent fabric quality.
Hi-tech fabric is a high technology fabric, and its quality is always the core of its brand competitiveness.
Excellent fabric quality is an important factor in the brand loyalty of hi-tech products buyers at any time.
In the process of building their own brands, some fabrics companies have learned lessons that do not pay attention to fabric quality and lose customers.
The quality of the brand fabric is not guaranteed, and it is excellent.
Marketing means
Nor can enterprises achieve lasting brand loyalty.
Value customer value.
As a hi-tech fabric, with the competitive power of brand purchasing power, the fabric and service value that customers value must be the ultimate goal.
Only those high-tech fabrics that can really meet the needs of consumers can enhance the loyalty of consumers to this brand and establish a stable price advantage.
And the importance of customer value must be emphasized in improving the quality of hi-tech fabrics.
Service quality is a two-way flow of information, and high-tech fabric service is more intangible.
This intangibles can match the customer value orientation of hi-tech fabrics, which is more stable than the price advantages formed by tangible fabrics, and the brand competitiveness is more durable.
Bidirectional
Emotional communication
。
Hi-tech fabric is only a visible carrier, and it does not possess life itself.
But the brand carried by this carrier has vitality, and this vitality is persistent.
The brand vitality is built on brand rather than fabric. It can serve as a link to communicate with customers, and then form a good emotional interaction with consumers.
The establishment of consumer brand loyalty has a strong emotional influence, which affects the use value of high-tech products even more than the fabric itself.
For many hi-tech enterprises, brand is often referred to as a "person" who has both ability and emotion, and establishes good interpersonal relationship with consumers.
Because of this reason, even if high-tech fabrics do not have the absolute superiority in quality, cooperative enterprises will still buy this brand, which is an important role played by the two-way emotional link between the brand and consumers, and the purchasing power of the brand will naturally come into being.
Therefore, the fabric enterprises can only win the appreciation of the cooperative enterprises only by highlighting the value of their brand's technology, and technology must be given practical significance.
Enterprises must interpret their brand's technological value in order to convey the positive impact of their technological power on the industry.
Such fabric enterprises have the tension of competition, lasting power and strong potential for development.
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Clothing Fabric: The Value Of Science And Technology Determines Its Brand Value.
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