一项新技术不仅可以引导面料全新的变革,还能让企业开拓新的市场、打造更具价值的品牌,奥地利企业兰精集团深此中之道。作为业内人士熟知的企业品牌,兰精集团品牌建设的一个最显著特征就是产品定位非常明确,且产品定位与产品特性息息相关。“兰精”作为企业品牌,定位为全球纤维素纤维的领导者;其下属各个子品牌如莫代尔、天丝、莱赛尔等又有专门的定位。在原有优势上不断创新和完善,是兰精公司维护和 A new technology can not only guide new changes in fabrics, but also allow companies to explore new markets and create more valuable brands. The Austrian company Lenzing Group has deepened its path. As a company brand well-known in the industry, one of the most prominent features of the brand building of Lenzing Group is that product positioning is very clear, and product positioning is closely related to product characteristics. “Lan Jing ” as a corporate brand, positioned as the leader of the global cellulose fiber; its subordinate sub-brands such as Modal, Tencel, Lysell and other specialized positioning. Innovating and perfecting the original advantages is the maintenance and