Differentiate and choose the target market

At present, the decline in the sales of textile machinery companies at different levels has become a common phenomenon. Among them, besides the reason that the demand for products from customers has decreased, the fierce market competition among domestic textile machinery companies also lies. One of the competitors is high-end products from abroad, and the second is from many domestic companies producing low-end products. The technical advantages of foreign products are more obvious. They have long occupied a large share of the high-end market; while domestic homogenization of low-end products is serious, companies often fall into a vicious circle of low-price competition and both lose. Before the reporter interviewed a company, although their company's sales this year still have a large increase, but in order to adapt to the current market environment have to properly reduce prices, the final profits obtained are not necessarily high. Domestic companies are fighting for quality and service. If they want to gain a firm foothold in the highly competitive market and develop for a long time, they must strive to find products in different places, strengthen their differentiated competitiveness, and give customers a choice. The reason.

Product performance is advanced

The majority of domestic textile machinery companies are not yet fully capable of differentiated competition. The fundamental reason is that most domestic companies have limited R&D capabilities and rely more on plagiarizing foreign advanced technologies. Although this will save R&D investment, there will be more than one or two plagiarized enterprises. After all, short-term benefits will be obtained, and it will inevitably fall into the price competition of homogenized products again.

In view of this situation, many domestic companies have set up specialized R&D centers to improve the technological content of products, such as card product R&D centers and automatic winder product R&D centers of Qingdao Hongda Textile Machinery Co., Ltd.; Jingwei Textile Machinery Co., Ltd. Sub-company's ring spinning machine product research and development center and cotton comb product R & D center; Shanghai Yi Textile Machinery Co., Ltd. cotton comb product R & D center and so on. Through the R&D center, the company continuously makes technology more sophisticated, develops new products, new technologies, and new processes that adapt to market demands, and acquires more proprietary technologies and intellectual property to produce unique and superior products from the same type of products. stand out.

In turn open up the market blue ocean

However, it is often large enterprises that have the strength to set up specialized R&D institutions. For SMEs, avoiding a fierce competitive environment and positioning in a field with few competitors is a very favorable method.

Shijiazhuang Textile Machinery Co., Ltd. is one of the earliest producers of shuttleless looms in China and has participated in the research and development of the localization of shuttleless looms. However, when faced with the fierce competition of new looms such as jets and rapiers, enterprises Another way is to take full advantage of the existing technological advantages to target a new market with a potential for special weaving machines.

The market for special weaving machines is small and the demand is small. Large enterprises do not have the enthusiasm for investment, and the technologies of small enterprises do not meet the requirements. This just gives the opportunity for the development of textile machinery in Shijiazhuang. At present, Shijiazhuang textile machinery has certain technical advantages in the field of special looms. The company's special weaving machine with a width of 16 meters has won a wide market for it. Shijiazhuang Textile Machinery Co., Ltd. also mainly produces looms for weaving coal conveyor belts, papermaking nets and other industrial fabrics, and has achieved a good market efficiency. In addition, while the company continues to improve the stability, speed, and efficiency of the looms, it also has to independently develop high-speed multi-arm machines and large-scale electromagnetic drying rollers for drying equipment. Shijiazhuang Textile Machinery took full advantage of its own advantages and developed a differentiated development path for itself. At present, it is difficult to recruit workers, keep people difficult, and the labor costs increase year by year. Some companies even have serious worker faults in their individual posts. Solving the shortage of labor and freeing workers from the heavy physical labor are the urgent needs of textile companies. The problem, at the same time, also provides a new market opportunity for the textile machinery enterprises in the transformation and upgrading. It is precisely the needs of the textile companies, coupled with the experience and accumulation of research and development of textile machinery auxiliary equipment, Jiangyin Kaiye Textile Machinery Co., Ltd. has selected and developed a fully automatic winding management system for long-term inspections and research of first-tier companies. Pipe engine project.

Different from the traditional manual operation, the LGJ100B automatic winding tube machine developed by Kaiye Co., Ltd. adopts mechanical and electrical integration, automatic detection and control technology, and can be used in connection with various types of winder. It can separate and sort the spun yarn from the automatic winder; automatically separates the spun yarn and the spun yarn, and automatically straightens, automatically collects and automatically removes the size of the spun yarn, saving time and effort. , also greatly increased production efficiency. In 2013, the company launched a fully automated tube winder to the market and sold 100 units that year. Judging from the current demand of enterprises, the future market potential of automatic pipe management machines cannot be underestimated. At present, there are about 40,000 automatic winders in the national textile enterprises. If half of them are equipped with automatic winder management machines, it will be a very substantial market demand.

Cooperation to introduce new products

In addition to its own research and development, companies can also introduce new products through cooperation to fill market gaps. Dechang's agent for India's "Tec-Spin" products is a good example. During the 2014 China International Textile Machinery Exhibition and the ITMA Asia Textile Machinery Exhibition, Ningbo Dechang Precision Textile Machinery Co., Ltd formally cooperated with India A. T. E Group cooperated to push “Tec Spin” products to the Chinese market.

At present, spinning companies in China are generally seeking good methods for transformation and upgrading. Technical requirements for rotating speed and automatic doffing are increasing. The demand for high-quality cradle and automatic doffing spindles is also increasing. These demands are reflected in Resistance to spinning "product advantages. In India, which has a higher spindle speed and price requirements for spinning equipment, “Tec Spin” products stand out for their outstanding performance and suitable price. In addition, the price of "Tec Spin" products is only 1/2 of European brands. Therefore, the company believes that the product will be welcomed by the Chinese market. At the same time, it is also very beneficial for Dechang to increase its popularity while acting on behalf of other brands and provide customers with better products.

For enterprises, producing differentiated products and occupying more market share are often contradictory. Products with cutting-edge technology are often not accepted by the mass market in terms of price, and the newly-opened “Blue Ocean” market has specific demand objects, and the total amount will not be large. In spite of this, differentiated products have clear market goals. As long as the market is chosen correctly, the market response of the company is just like aiming at the target archery.