Voyage positioning helps "Twelfth Color Spinning Industry Seminar"

Under the new situation, how should B2B companies use positioning? How does the Chinese textile industry seamlessly connect with positioning? How does “Xintianyuan Textile” achieve the practice of 200% against the trend in the textile industry?

On April 22nd, the “12th Color Textile Industry Seminar” jointly sponsored by Hangzhou Xintianyuan Weaving Co., Ltd. and Yuanhang Positioning was successfully held in Hangzhou Xintianyuan.

Activity scene map

“Xintianyuan Textile” is a high-tech textile fabric enterprise specializing in the research, development, production and sales of TR color spinning. Its main business is the research and development and sales of color textile fabrics.

Our products are mainly exported to Japan, Europe and the United States, it is one of many well-known brands such as ZARA, H & M, UNIQLO and other high-quality fabric suppliers. The company produces and sells about 30 million meters of color-spun fabrics every year. "One million meters without color difference" has become the quality appeal of Xintianyuan.

Voyage positioning dialogue Sun Wei

The event focused on the three aspects of the voyage positioning dialogue Xintianyuan color spinning, Xintianyuan positioning case, and the voyage positioning "classmates learning two strokes".

Dialogue guest introduction

Link 1: Voyage positioning "dialogue" Xintianyuan color spinning

Gina: In the face of 80% market share of printing and dyeing, only 5% of the color spinning is to save the industry's "true hero" or "pseudo-proposition"?

Sun Wei: Let's talk about it from three angles. China has long been dominated by dyeing and its cost is low. However, now that the state has intensified efforts to control pollution, dyeing enterprises are the primary target, which has opened the window for the color spinning industry.

Throughout the world, foreign color spinning industry for more than 30 years, whether it is industrial chain or technology use, are very mature, and the trend is dictated.

From an environmental perspective, there are four industrial environmental protection: the first generation: the colored part of the dyed fibers; the second generation: the fiber is not dyed; Third Generation: Polyester regeneration; fourth generation: clothes recycling. In other words, it can be done for a long time in the color spinning industry.

Gina: The concentration of color spinning is relatively high. It is a typical small pond to raise big fish. The oligarch enterprises in the textile industry have occupied more than 70% of the mid-to-high-end market share. How do the color spinning newcomers break through the warning line?

Sun Wei: When the company is still in its infancy, it will not cause oligopoly attention, but the company will attract attention sooner or later, so we have to make a difference in advance.

I have always admired Peter Til's point of view: from zero to one! We must create a subdivision to do monopoly. In fact, this is also a point of view. We do color spinning is to do subdivision, do monopoly, color spinning four elements: technology, network effects, scale effects, brands.

Gina: Xintianyuan is now focusing on "non-cotton color spinning." In the consumption upgrade, “non-cotton” does not seem to be a “good direction”. Why should it run counter to “cotton”?

Sun Wei: All the fibers of cotton are dyed. Some enterprises have done very mature. With the positioning point of view, “the whole industry is to the left, I am to the right”, and non-cotton is more environmentally friendly than cotton. Industrial products have more crops than crops. The value is more environmentally friendly.

Gina: Then we will do a research on the spot. I would like to ask everyone to agree that "non-cotton" is more important than "cotton".

Live interaction map

(Look, there are only two people who agree! After the explanations of the two industry insiders, many people have raised their hands to agree)

Gina: When our consumer perceptions and corporate professional demands conflict, it is difficult for us to have time to explain. But we are sitting on the stage today, everyone believes in experts, our interpretation can be accepted.

Sun Wei: Yes, this experience is very profound. In fact, sports towels, heating fibers, outdoor high-end brand fabrics do not have a cotton, and all the good clothing brands sold are with technological elements, such as UNIQLO's thermal underwear. However, we all look at the professional perspective from the inside out, not from the outside! This is very worthy of our industrial products companies to reflect.

Gina: If you use one sentence to express, what do you most want to say to the industry?

Sun Wei: Let's do color spinning together and contribute to the environmental protection upgrade and environmental protection and energy conservation of the textile industry.

Link 2: Deep analysis of the new Tianyuan color spinning positioning practice

In addition to the identity of the CEO of Hangzhou Xintianyuan Weaving Co., Ltd., Sun Wei is still a long-distance positioning student in 2016, repeated re-training and attending classmates, so that his practice has a lot of experience!

Sun Wei said, "We have systematically combed our strategy with positioning methods, and found that many of our previous behaviors have actually coincided with the positioning theory. Therefore, we have also achieved rapid growth. Xintianyuan began to do color spinning in 2010. By 2017, the sales volume of 30 million meters has been completed. The sales target for this year is 50 million meters. Last year, the output value was 670 million. The target for this year is directly set at 10 billion. This is in our planning, we have Grasp the realization."

Color spinning natural advantage

There are three major sectors in the textile industry: traditional printing and dyeing, yarn-dyed fabrics and yarn-spun yarns. From the dyeing point of view, the dyeing is moving to the front end, which is contrary to the traditional thinking habits. Because it is constantly ahead of time, the brand decided to be popular, and now the fabric companies decided to be popular. The three have a great natural advantage in batch number, style, quality and quality , environmental protection and innovative colored woven fabrics.

Xintianyuan color spinning positioning landing road

· Competitive environment analysis

Sun Wei conducted an in-depth analysis of the competitive environment from the four dimensions of macro and micro, time and space, and competition analysis, namely competition, cognition, advantage and trend.

· Find differentiation

Through the analysis of the competitive environment, the company found the concept of positioning: "New Tianyuan color spinning, one million meters without color difference."

· Get ​​a credential

Through the organization of industry seminars, the development of "polyester-viscose blended textile spun fabric" "polyester-viscose spinning" standard, has become an internationally renowned fast-moving consumer goods: Uniqlo, Zara, H&M to develop suppliers to obtain corporate credibility.

· Key strategy

A detailed analysis of the company's product, packaging, price, market, channel, organization, communication and other strategic matching.

From 2011 to 2018, the sales volume of Xintianyuan has reached a linear growth rate of 100 times. He also predicted that the scale of color spinning in the Chinese market will reach 1 billion meters in the next five years. Sun Wei set a goal for himself: the world's largest supplier of non-cotton woven fabrics.

Sun Wei's on-the-spot analysis of the development of Xintianyuan

Visit Xintianyuan

Link 3: Voyage positioning "classmates learn two strokes"

In the afternoon, the discussion focused on two issues: “What kind of perspective should enterprises view from competition” and “Technology is the core competitiveness of B2B industrial products development”.

Hangzhou Sun Bird Flower and Horticulture Co., Ltd. Mao Zong: "No matter how big the brand of the company is, the propaganda still needs to be done. This is the commonality of human beings. Whether the enterprise is 2B or 2C, it must seize the customer's mind; to take the initiative to master the choice, Whether the enterprise chooses the market for the big market or the precision market must be positioned in advance."

Hangzhou Sunbird Flower Horticulture Co., Ltd. Mao Zong

Zheneng Precision Instrument Ding Zong: "When the enterprise develops to a relatively mature stage, the industry will face competition problems. There must be external and internal thinking, do not focus on product quality, service, jump out of the interior, stand more Think high level, think about it."

Zhe Neng Precision Instrument Ding Zong

Mr. Lin of the Sensen Group: “Learn to face. First, we must cultivate part of the competition. Second, we must learn to innovate. Innovation cannot be separated from scientific and technological support. According to the company’s own volume, we choose the road to innovation. Third, we must focus on scale effect. How to become bigger and stronger, this is the problem that enterprises face at this stage."

Sensen Group Lin Zong

Deqing Guanghui Metal Materials Shen Zong: "The core of enterprise competition is differentiation. Technology is the key to B2B enterprises, but technology research and development cannot be separated from capital. SMEs must first identify their own differences, occupy a small hill, and wait until the capital matures. When it comes to technology research and development, only in this way can companies always differentiate and become Chinese brand enterprises."

Deqing Guanghui Metal Materials Shen Zong

The textile industry has a long history in China, but the color spinning technology is still in its infancy in China. Sun Wei uses positioning to turn the company's sales in the year by nearly 10 times. The ceiling of a company is the leader of the company. The lead of the industry cannot be separated from the guidance in the right direction.

The voyage positioning is known as the pioneer of positioning and landing training. After years of research and development, voyage has been upgraded to version 4.0, focusing on positioning and landing. Since its establishment, it has been highly praised and sought after by entrepreneurs. Voyage positioning is committed to building the industry's first brand, for the rise of more Chinese brands, and to go all out for more Chinese brands to go global.

New Tianyuan Color Spinning Seminar