The competition in the current printed towel market is becoming increasingly fierce, with more and more homogenization. Coupled with the current situation of consumers' aesthetic fatigue. For enterprises to break through, they need to put in a lot of effort. They can carry out design innovation, re-match precise demands, and of course, upgrade production technology and develop new marketing plans based on scenarios.
1. Break the homogenization: Use IP to make the value of prints no longer ordinary
Previously, the owner of a printing enterprise said that his printed towels were just not liked by anyone and he had no idea what was going on. The product quality was actually quite good.
One conclusion we reached after looking at his products was that the printed patterns were really ugly and made people have no desire to purchase at all. The main selling point of printed towels is the printed patterns. Only when the printed patterns are favored by consumers can the products sell better. Of course, product quality is also a very important point.
So how can we make the custom-printed patterns more attractive to everyone? How to evoke value resonance?
● Collaborative cross-border collaborations: Collaborate with some popular film and television, animation, and museum ips (such as the cultural and creative products of the Palace Museum, Disney, and domestic trend brands) to launch limited-edition collaborative products, attracting fan bases. Of course, some large-scale events and games are also good areas for involvement.
● Regional cultural symbols: Explore some distinctive elements of the local area to create culturally recognizable "city business card towels", which are suitable for travel souvenir scenarios. However, some large theme parks are also very good choices.
● Personalized customization: We offer DIY printing services to customers (such as customizing photos, text, illustrations, etc.) to meet the "unique" demand in everyone's heart. For instance, private customization is also favored by many consumers.
2. Scenario-based products
Some packaging of the product is still very necessary. It can not only attract consumers' attention but also provide so-called emotional value unconsciously. Therefore, launching some high-end gift box guaranteed products, or matching some hand-drawn illustration packaging and adding some customized greeting card word addition services, etc., can also provide consumers with a better experience.
3. Technological Upgrade (Digital printing customization technology to replace traditional printing technology
Digital printing technology is adopted to replace traditional printing technology. Compared with traditional printing, digital printing customization technology has many advantages.
Digital printing customization technology has no restrictions on pattern color matching. Any pattern and any color can be customized and produced through digital printing technology.
Digital printing customization technology does not require plate making. It only needs to directly import the design draft into the equipment production system. Moreover, the modification of the design draft only needs to be completed in the software and then imported into the production system. If it is traditional printing, plate making is required, which is not only costly but also time-consuming. If the manuscript is changed, the plate making operation needs to be redone.
The production speed of digital printing customization technology is fast. Compared with traditional printing, it is about five times faster, and some are even faster.
The minimum order quantity for digital printing customization technology is very low, usually 100 pieces can be customized. Compared with the minimum order quantity of traditional printing, which is often several thousand, it is indeed more suitable for the current market demand. Quick response is the current market demand direction.
Digital printing customization technology has a high color reproduction rate. Compared with traditional printing, the colors are more vivid and the precision is also higher.
4. New channels, new marketing
Multiple e-commerce platforms are available simultaneously
Nowadays, many platforms such as Douyin, Xiaohongshu, and 1688 have a lot of traffic. Many users can gradually become consumers of their own products. Of course, to obtain traffic and sales on these platforms, enterprises need to operate them well themselves.
The key to breaking the deadlock of printed towels lies in creating emotional value through design and solving production pain points with technology.
In the short term, traffic can be quickly obtained through IP collaborations and personalized customization. However, for long-term development, it is still necessary to have one's own core technology, do a good job in market segmentation of products, and gain consumer recognition as the key.
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