Almost all textile companies are "big textiles" the call to start the big and the whole business model category, the most obvious Vosges Group, its advertising slogan is "good brings tears ah Vosges large textile", originally a based enterprises operating towel, as if what has become all-powerful all-around champion, from a marketing point of view, the basic marketing strategy is absolutely contrary to the law, but if the strategy from the perspective of capital operation, also became one of the options; other to the core bedding business enterprises, not to mention, and product variety are abundant, all kinds of new products is endless, it seems that the richer the better product; product line almost no systematic planning, do not know each product and a series of positioning, pricing, and scale in order to achieve what purpose, a variety of problems have cropped up.
So, textile enterprise product line in the end how planning? So far in the textile industry as also the benchmark could not find a reference, only to find from other industries as a case to illustrate, Take the underwear industry leaders come from behind fashion brand cat people, it, its product line had a very system planning, which is the promotion-oriented cotton Lycra underwear, priced between 100 to 150, set the scale of annual sales in 400 000 units; popular-oriented is the thermal cashmere underwear, priced at 200 to 300 per hour, the scale of 50 million; sales-oriented underwear is the heat card, priced at 398 yuan, the scale at 50 million; profit-oriented is the Diamond Cashmere, priced at 1,998 yuan, the scale of 5 million sets; brand-oriented fashion coveralls, priced at 1,000 yuan, the scale set in 5000, each species of positioning, pricing and scope, through scientific planning, pre-is established, the waste is not expected, it can be stable win and never quit.

Source "China Textile Network"


Editor: Yan Zhu