However, while fabric innovation is flourishing, there is also a certain chaos. If you want to put fabric innovation on the right track, you must prioritize.
First, we should focus less on gimmicks and more on practical benefits. In recent years, as consumers' awareness of health care has increased, many clothing fabric companies and individuals have targeted innovation in the field of Chinese herbal health care fabrics. It is understood that in the past three years, Nantong Silk Village Silk Co., Ltd., Yuexi County Qiaolisi Home Textile Products Co., Ltd., and Langzhong Shouchanghao Silk Products Co., Ltd. have each claimed to have invented silk quilts with the health-care functions of Chinese herbal medicine, and all have obtained national patents. patent. And coincidentally, the three companies all use similar promotional terms such as "improving human immunity" and "effectively changing sleep" when promoting silk quilts. Such a gathering of innovations inevitably leads to the suspicion of following the trend.
How to make fabric innovation orderly? The current common view in the industry is that innovation must be oriented to market demand and directional innovation. Fabric innovation is of great significance and can even promote innovation in the entire industry chain. However, when it comes to fabric innovation, market segmentation is very important. For example, in the functional clothing and high-end clothing markets, it is feasible to adopt targeted fabric innovation to promote innovation in the clothing industry chain. However, in the mid-to-low-end market, excessive investment in fabric innovation is not worth the gain. Because consumers in the mid- to low-end clothing market do not primarily demand products for fabrics, they even pay little attention to the damage to fabrics.
Avoid blindly hyping a certain concept, get together to get started, and improve the pertinence of fabric innovation. For the majority of enterprises, it is indeed worthy of reflection. Which is more important, gimmicks or actual benefits?
The second is to slow promotion and rush to quality. In the field of textile fabric innovation, functional fabrics with the word "anti" are emerging one after another. From waterproof and anti-UV clothing related to daily life to radiation-proof clothing, anti-static clothing, and dust-proof clothing specially designed for special groups, consumers are dazzled by the numerous choices. However, there are a large number of new fabrics in these markets, but to a large extent, there are safety hazards or false propaganda.
Taking the anti-UV clothing that has become quite popular on the market in recent years as an example, the Beijing Municipal Administration for Industry and Commerce announced the supervision and random inspections of children¡¯s clothing in the circulation field in Beijing in the first and second quarters of this year. The random inspection items mainly include multiple indicators such as labeling, fiber content, dye fastness, PH value, formaldehyde, banned azo dyes, odors, etc. During the inspection, 37 types of unqualified products produced by 37 companies were found. The main unqualified issues are: Color fastness, fiber content, and logo are inconsistent.
Coincidentally, recently, the Jiangsu Provincial Quality Supervision Bureau announced the results of random inspections of infant clothing and radiation-proof clothing for pregnant women. The results showed that there are varying degrees of problems related to safety and green environmental protection. This spot check found that the shielding effectiveness of 15 products failed to meet relevant national standards, accounting for 30% of the spot checks.
According to the analysis of relevant experts: The main problem existing in the current field of functional fabrics is that the functions are not up to standard, and there is a certain gap between the actual efficacy of the product and the promotional effect. Taking radiation-proof fabrics as an example, unqualified products are mainly concentrated in clothing whose fabrics contain metal fibers, mainly due to substandard shielding performance in a certain low-frequency band.
Publicity and promotion naturally play an important role in product sales, but if all promotion is not based on the excellent technological content of the product itself, it will become a castle in the air.
