Iphone4's Inspiration To Fiber Marketing

　 4 months ago, IPhone4 Starting in the United States, Apple fans were queued up for nearly 60 hours. In September 25th, iPhone4 was sold in the country and sold more than 60 thousand units on the first day. Even though the Customs issued 54 orders recently, some people were still willing to spend more than 1000 yuan on customs duties from overseas.

IPhone4 really did "change everything again". This unprecedented situation has attracted the envy of peers, but has also led to the thinking of marketing methods.

The marketing mode of iPhone4 is far fetched. Fiber marketing It may not be appropriate to pull together, after all, the two industries are vastly different. Moreover, fiber is only the upstream raw material of the textile industry. It has to go through many links to reach the terminal. Even so, it does not prevent the industry from getting inspiration. Finding suitable partners

A friend asked me that iPhone4 is so popular in China. Why do we have to advertise everywhere? With doubts, we read the magazine publicity page for a long time before we realized that in fact, it was China Unicom. In addition to Suning Appliance and Apple store retail, iPhone4 has also adopted the mode of CO marketing with China Unicom, which has benefited both sides with the help of 3G technology.

The importance of cooperation has been well known today. After many years of cooperation in production, learning and research, "use" has also been included. Now, more and more enterprises have reversed their ideas, changing their attitude towards new fiber products and new technologies from "absolute confidentiality" to "relative transparency". On the basis of protecting intellectual property rights, enterprises are more willing to achieve goals through multilateral cooperation.

Domestic enterprises are developing acrylic fiber applications, and found that acrylic fiber has good application performance in outdoor products and filtration materials. After many links, they found a well-known outdoor production enterprise to carry out the application test and make use of the relevant sales channels of the company to promote it. The company official said frankly, for areas that they are not familiar with, we should dare to use the "stone of other hills".

Reporters still remember a year ago, the Japanese emperor and Lining jointly organized the ECO CIRCLE environmental clothing series new product launches. The emperor is leading the world in the production of recycled fiber from waste polyester. It has also established a ECO CIRCLE recycling system, and achieved the goal of low carbon and emission reduction through closed cycle. Lining has always been "picky" about the choice of fabrics. In recent years, he has vigorously promoted the environmental protection clothing through docking with different raw material suppliers. Not only vertically selected upstream and downstream partners, but also with the famous environmental protection agencies jointly issued the "clothing ring" Chinese city research report, put forward the concept of "clothing ring" and "low carbon package", and create a more conducive atmosphere for product marketing in the social context. Let people know more

Like Apple's other products, iPhone4 has its own app store. This is no longer confined to the traditional user manuals, but also covers countless innovative applications. For example, using several iPhone4 as a different musical instrument, playing iPhone4 in a rowing game, and so on. Users can also log on to publish their own ideas at any time.

The more people know, the more comprehensive they know about their functions, the more they can stimulate their desire to buy and identify with the brand. At this point, domestic fiber enterprises are also making new attempts.

The introduction of new fiber products is no stranger to the industry. Tangshan Sanyou Xingda chemical fiber has held a new promotion conference of Yuzhu fiber this year, inviting industry authority and upstream and downstream enterprises to further explore the way of promoting products in the future on the basis of further understanding of fiber characteristics. Jiangxi Sai Deli chemical fiber was held 2 years ago on the viscose fiber products popular trend conference, and caused a great sensation, but later such activities did not continue.

If these activities are still on the surface propaganda, let downstream enterprises know more about the functions and application conditions of new fibers, which is an in-depth consolidation. The DuPont model is still relished by the industry. DuPont has its own small application production line. Every time it develops a new product, it first has to grasp the specific conditions of the application environment, spinnability, process parameters and so on, and then promotes it to the downstream. {page_break}

Even though three friends of Yuzhu fiber have made some achievements in marketing, the relevant personages of enterprises still say that they haven't found a good fixed effect mode to popularize new products. He believes that the success of China's new fiber marketing and promotion is "Tianzhu" fiber. The Jilin Jilin chemical fiber group, the Jilin chemical fiber company, has formed the "Tianzhu fiber industry alliance" with the upstream and downstream enterprises, and has carried out all directional in-depth reports through professional media. It has held relevant forums and conferences on a regular basis, and has carried out standards setting and counterfeiting activities. It not only transmitted information to the upper and lower reaches, but also made the terminal consumers aware of the bamboo products made of bamboo fibers and had a good impression. It's not just about selling things.

Before the launch of iPhone 4, there was a story that engineers lost a test machine in a bar to cause new product information to leak. The news of Hollywood is fantastic and romantic, attracting the attention of the global media and consumers.

IPhone 4 has been out of stock for a long time since it was listed in China. Hunger marketing? Keep the high-end image of the brand. The output of spare parts is not enough. There are lots of speculation, but Apple Corp is silent. It should be said that apple is not only selling things, but also advocating a concept of life to promote a brand value.

Wang Huaping, a professor at Donghua University, once told reporters that domestic enterprises generally remain in the inertia thinking of "from fiber to fiber", but they only sell fibers and do not form a "fiber product brand" way of thinking, let alone guide marketing with this mentality. He very much appreciated Shanghai's company as a maternity dress company, integrating standards, brands and other factors, and establishing a specialized marketing system for maternity wear, which started the brand effect.

At present, foreign fiber is regarded as a resource for efficiency, such as the three generation cellulose fiber products of Austria Lan Jing, viscose fiber, modal and Tencel. On the one hand, they are in a state of shortage through market operation (such as "hunger marketing"); on the other hand, they expand the market by constantly innovating applications. Domestic enterprises such as Hengli and Sheng Hong have a complete set of sales channels for polyester, polyester and other bulk commodities, while enterprises with many varieties and small output have to find another way when they are unable to get through this mode of marketing.

Being able to cooperate with Adidas, Nike and other international brands is regarded as an honor by many fiber or fabric enterprises. Wang Huaping has some regrets about it, and thinks that these big brands are exploiting us very often. They use our innovation system to provide them with new materials without compensation, and the risk of new fiber development is borne by us. But at this stage, we have to go through the process of paying tuition fees. The important thing is that tuition fees can not be paid in white. He believes that some fiber enterprises can invite professional marketing companies to plan, forming a suitable marketing system, rather than a single product.

Of course, fiber marketing. Pattern Of innovate The successful establishment of marketing system must also meet the most basic condition -- quality guaranteed. Just like iPhone 4 is still defective in application, but no one says it is rough. Because Apple Corp knows that there is no inherent quality, and the bubbles that only blow through the magnificent marketing strategy will eventually be shattered.