The Necessity For Textile And Garment Enterprises To Choose Industry Media: Theoretical And Practical Analysis Based On Circle Economy

The Necessity for Textile and Garment Enterprises to Choose Industry Media: Theoretical and Practical Analysis Based on Circle Economy

Based on the information asymmetry theory, the long tail effect and the circle economy theory, combined with the characteristics of the textile and clothing industry, this paper demonstrates the necessity for enterprises to choose industry media. By comparing the communication efficiency differences between industry media and mass media, and taking the actual cases of platforms such as World Clothing, Shoes and Hats Network as evidence, this paper proposes that industry media can not be replaced at the level of accurate access, resource integration and brand appreciation, providing theoretical basis and practical guidance for enterprise media delivery strategies.

　　 1、 Theoretical framework: the internal relationship between industry media and circle economy

1.1 Core logic of circle economy theory

Circle economy emphasizes the closed-loop ecology formed by groups based on common industry attributes, interest demands and knowledge structure. In the field of textile and clothing, designers, suppliers, distributors and professional buyers form a vertical circle, and their information interaction is characterized by high professionalism, strong relevance and trust premium (Granovetter, 1985)。 As the circle information hub, industry media create value through the following mechanisms:

Reducing transaction costs: accurately matching supply and demand information (Williamson, 1981)

Build industry reputation system: form brand endorsement through long-term content precipitation

Promote knowledge sharing: in-depth content circulation such as technology trend and policy interpretation

1.2 The paradox of media selection under the information long tail effect

Although mass media (such as Tiao Yin and WeChat official account) have a wide coverage, their content dissemination is characterized by "head centralization", which leads to the neglect of long tail demand (Anderson, 2004)。 For example, it is difficult for niche fabric research and development or professional equipment procurement needs to reach target users through mass media, while industry media aggregates long tail traffic through vertical content to achieve accurate docking between supply and demand.

　 2、 Analysis of core advantages of industry media

2.1 Accurate audience reach: from "spreading the net" to "deep cultivation"

Data evidence: according to the user profile of World Clothing, Shoes and Hats Network, 72% of them are purchase decision makers of clothing enterprises, and 48% have been in business for more than 10 years (annual report of the platform in 2023)

Case: A women's clothing fabric supplier in Guangdong put it on the industry media column, reducing customer acquisition cost by 60% within three months, and increasing inquiry conversion rate by three times

　　 2.2 Professional content empowerment: building industry discourse

In depth report value: the interpretation of the 14th Five Year Plan for the Development of the Textile Industry has spread more than 100000 times in the industry media, 23 times more than the same content in the mass media

Case of technology communication: a functional fiber enterprise held an online technology seminar through industry media, attracted 876 downstream enterprises to participate, and directly facilitated 17 technical cooperation

　 2.3 Resource integration platform: from information dissemination to ecological co construction

Exhibition linkage: The online preview of China International Textile Fabrics Exhibition was channeled by industrial media, and the proportion of professional visitors increased to 89%

Supply chain connection: Zhejiang Keqiao Textile Index, released by industry media, has become a global fabric price vane

　 3、 Structural defects and risks of mass media

3.1 "Professional Trap" of We Media Communication

Risk of content distortion: a popular science blogger misread the GB 18401 textile safety standard, causing the industry to collectively refute rumors

Low conversion efficiency: a clothing brand's ten million playing volume campaign only brought 0.3% of B-end customer conversion

　　 3.2 The "de specialization" tendency of social media algorithms

Case comparison: For the same new environment-friendly fabric, industry media special reports brought 53 effective inquiries, and there were only 2 Xiaohongshu grass planting notes and no subsequent transactions

Data evidence: 78% of the interactions in the social media launch of textile enterprises come from C-end consumers and are disconnected from the B-end decision-making chain (iResearch, 2022)

4、 Suggestion for strategic selection: building industry media matrix

　　 4.1 Three level communication system model

1. Core layer: head industry portals such as World Clothing, Shoes and Hats Network, shaping an authoritative image

2. Diffusion layer: special issue of industry exhibitions, internal reference of associations, deepening circle penetration

3. Supplementary layer: LinkedIn professional groups, industry KOL linkage, expanding marginal influence

　 4.2 Practice path: Media strategy of Red Bean Group

Strategy: Invest 80% of the communication budget in industry media, and 20% in mass media brand exposure

Achievements: From 2021 to 2023, the expansion of core channel providers through industry media increased by 217%, and the supply chain synergy efficiency increased by 40%

　 conclusion

In the context of increasingly specialized and differentiated competition in the textile and clothing industry, the industry media is not only a tool for information dissemination, but also a strategic entrance for enterprises to integrate into the industrial ecosystem. By building a communication system with industry media as the core, enterprises can effectively break through the "flow illusion" of mass media and achieve brand appreciation, resource integration and sustainable development in the vertical circle.