Although from the apparel industry chain, the button may be only a small part of it. However, in the view of Qian Linhai, general manager of Kezhen Industry and Trade, with the transformation of popular clothing consumption and consumer demand for personalization of dress, the future development of buttons is still very large.
However, to seize this opportunity for development, it is clear that buttons need to break through their original role in the industry chain.
“We not only use the buttons as a functional product to produce, but we also treat it as a work of art.†Qian Linhai told reporters that in his opinion, this kind of insistence on brand positioning will also be a shock absorber. Opportunities for the future development of trade.
The development trend of the apparel industry in recent years has obviously put forward higher development requirements for supporting enterprises in the industrial chain.
Saying goodbye to the run-in time, “many accessory materials manufacturers have only been concerned about running production, which is also feasible in the years when the industry situation is developing well. However, with the rapid development of the apparel industry in recent years, the development of the apparel industry has returned to a stable and mass production. Accessories have been difficult to meet the transformation of apparel companies to pursue.†Qian Linhai told reporters that the stick to the mass production model also let Kezheng industry and trade took some detours, at present, the company has begun to start from the status quo of the development of the clothing industry, Re-plan future development paths.
In this regard, the personalized dress trend has allowed Kezhen Industry and Trade to find new market opportunities.
"Now many garment companies have begun to focus on improving quality through details. Garment companies are increasingly demanding accessories for garments." Qian Linhai told reporters that the requirements for details are not only reflected in some first-line brands, but also a lot faster. Fashion popular clothing brands are increasingly demanding apparel accessories.
“This is mainly related to the characteristics of the apparel industry that have been developing. The homogenization of the local apparel industry is very serious, and the current consumer trend requires that clothing companies must change the original mode of operation.†An industry veteran told reporters.
However, it is absolutely impractical to completely cut off the previous mode of operation and completely transition to individualized and differentiated products.
In this regard, Kezheng Industry and Trade relevant person in charge told reporters that from the situation of some clothing companies customers they serve, many companies started to start with the details, with the market to do the same paragraph or similar products to distinguish, highlight the self Brand characteristics and differentiation.
This shift provides greater opportunities for button companies while also providing higher requirements.
But to seize this development opportunity, the button company obviously needs more preparation.
It is a button, but also a piece of art, "We used to have relatively more categories. After spending five years focusing on product development, we finally decided to focus on button products," said Qian Linhai.
Restricting the company's product category to button products can ensure that the company's energy is focused on deep plowing button products, but this also means that the company's operational risk is increased to some extent. After all, as far as the current development of the button market is concerned, the price of its products, the premium space and its own substitutability have placed high demands on companies that specialize in buttoning.
In this regard, Qian Linhai has a different view. He told reporters that as the apparel industry is increasingly subdivided and specialized, its demand for individual products is getting higher and higher. This will give attention to individual categories. Enterprises provide space for development.
"The product must be made as an artwork because it determines the company's image and living space. Even if the buttons and accessories are not well-branded, the company's core competitiveness cannot be discussed," said Qian Linhai.
According to the relevant person in charge of Kezhen Industry and Trade, in the face of the new situation in the development of the apparel industry, Kezheng Industry and Trade also repositioned its own products.
“Our current products are mainly divided into three categories: one is a metal button; the other is a natural button.†Qian Linhai told reporters that with the popularity of green and natural ideas in recent years, companies have been increasing their natural buttons. Development efforts.
“Our current Natural New Zealand has deducted traditional horn buttons, and has also developed a large number of coconut shells, shells, and bamboo buckle buttons.†Qian Linhai told reporters that the company’s research and development trend has also matched the apparel industry in recent years. The trend of the development of cotton and linen clothing. "A lot of pure cotton and linen garments tend to use coco shells and shellfish buttons in the selection of buttons and accessories."
Focusing on the needs of apparel companies does allow button companies to focus on product development, but Qian Linhai believes that as a button company focusing on subdivided industries, to achieve its long-term development, in addition to having a good product craftsmanship, more Need to "see farther than the customer."
To make products that others have not yet thought of in Qian Linhai's view, button companies are not merely self-consumed in their cooperation with customers, but should position cooperative relationships from a win-win perspective.
“As far as the high-end customers we are currently serving, they have very high quality requirements for buttons. Therefore, if we only follow the requirements of our customers to make the buttons they need, we can only get the approval of the customers, but if we can provide Products that exceed customer expectations can greatly enhance customer satisfaction, so as to achieve better cooperation between the two sides.†In this regard, Qian Linhai told reporters that in order to provide products that exceed customer expectations, Kezheng Industry and Trade in the customer's choice The service also put a lot of effort.
“We are still at the stage of branding. Therefore, we do not intend to achieve rapid development. At the same time, our existing resources and talent team also determine that focusing on the high-end market is our best choice.†Lin Hai told reporters that in his view, a button designer could not serve more than five customers. Therefore, it also made Kezheng’s decision to focus only on high-end customers.
In order to better serve high-end customers, Kezhen Industry and Trade, on the one hand, leverages the company's existing technologies, develops and introduces high-end technologies, finds quality suppliers, and develops high-value-added new products; on the other hand, Improve the process and function of the product to meet the functional requirements of the customer.
“Especially with the development of the custom clothing market in recent years, more and more individualized requirements have been put forward for button products. For example, the buttons that we now provide to Shanshan Haute Couture are not just the products themselves, we also want to Each button is laser engraved with the customer's name.†Qian Linhai believes that providing extended services around button products is also a new profit growth point for button companies.
“Our current development plan is not only to provide customized buttons for button companies. In the future, we also need to help brands find suitable button products overseas to provide the latest button trends for apparel companies. Leading the design trend of clothing. Of course, to achieve this, the button company has a long way to go." Qian Linhai said.
For more information, please update: China Button Industry Network
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