In this process of continuous manufacture of a flocked and dyed cloth backing (S) comprising successive stages of application (1) of a polymerizable resin (RP) layer to at least one surface of the cloth backing, projection (2) of white or unbleached polyester flock fibers (FF) onto said resin layer, polymerization (3) of the resin to fix the flock fibers on the cloth backing, deposition (4) of at least one sublimable dye (E) on the flocked surface of the cloth backing and sublimation (4) of the deposited dye to dye the flocked fibers, for the stage of projection (2), polyester super microfibers are used with a titer of less than 0.5 Dtex and a length of between 0.2 and 0.5 mm.