Zhongshan Underwear Industry Awakening

From the local to the whole country, from the region to the overall situation, Zhongshan underwear has begun to brand building. Looking at the enterprise and the market, we see the hope of development, but in the specific operation, the enterprise has a long way to go.

After nearly thirty years of development, China's knitting industry has formed industrial plates in Guangdong, Zhejiang, Jiangsu, Shandong and other provinces, and there is no national brand in the market. Therefore, it is a common topic for the market and enterprises to reinvigorate the industry, transform manufacturing into "creation", transform manufacturing into "intelligent manufacturing", and enhance the added value of products by brand building.

Zhongshan underwear is half of the country

Statistics show: Xiaolan Town of Zhongshan has more than 400 enterprises producing boxed shorts, with an annual production value of about 8000000000. Walking on the streets of Siu Lam, you can see the outdoor advertisements of underwear brand everywhere. From Guangzhou to Xiaolan's 205 National Road, when the car enters the bridge, the outdoor advertisements such as the athletes and the rich Kang Lai are printed in the eyes. From these billboards, you can feel the breath of the needle spinning industry coming to the front.

In the traditional circulation industry, athletes, angel, Die Anfen and Wen power have become the protagonists of the market. Athletes and men of letters are mainly men's underwear. Angel and Die Anfen are mainly women's underwear. The sales of one year are estimated to exceed one hundred million according to the industry's estimation.

When traditional enterprises use price as competition strategy in the market, a new batch of new brands (high-quality underwear) brings a new mode of operation to the market. For example, Long Zhijie will introduce ninja and Anfield to launch the vintage. He will launch his vintage minister. He will launch the Rome century. Anqi will launch the NBO, Hua Rui will launch the Vic, Wanxi will launch the brand of Yi Jiao and the rookie of the market Z8. These new brands are different from traditional underpants in their operation. In the brand operation mode, they set up the corporate image and import the terminal image system and service system. They are exclusive stores, compound stores and combined stores as the main channel terminals to provide better services to consumers. The awakening of these brands also shows that Zhongshan's underwear is seeking to rise, and the market competition has entered the era of brand.

After decades of market cultivation and development, Connie has become a famous brand in China, and enterprises are among the top five hundred in China. ROOB, athletes, Die Anfen, Wen Quan, Chuang Yano and Fukang Lai have also become famous brands in Guangdong. The brand operation of Zhongshan underpants industry plays a very important role in the market. It has launched its own business card. Xiaolan, Zhongshan, has become China's "underwear town". It also shows the weight of this industry plate in the market.

Rapid development of the industry

The healthy and orderly development of an industry is based on the standardization of the order of the industry. The two is that the whole industrial chain must have larger profit margins to support its healthy and high-speed market expansion.

　　 Underpants The industry has been developing rapidly in recent years, attracting the attention of the whole market. This is because this group is making frequent moves in the market with a strong trend. A company spends a lot of money asking Ye Maozhong to plan for brand promotion and employ international superstar Donnie Yen as an image spokesperson. In the whole underwear market, how can he carry out the market operation in such a big way? In addition to the warmth of the year, other underwear companies can have such courage and burn money in the market. Behind these events, the message is underwear. The industry has a higher profit margin. If there is no profit, who is willing to invest so much money in brand promotion.

When I visited the market, according to some underwear industry personnel, the value of a single worker can be ten to one hundred and fifty thousand per year, and there are more than 1000 factories in Zhongshan. From this little information, we can see: first, the production capacity of Zhongshan underwear is large, and secondly, the profit margins of enterprises are very large.

As a major part of the economy, producers can make money, indicating that agents can also make money. According to the author's investigation, the top ten agents in Yiwu, Zhejiang. Underpants The annual sales volume of the brand is over fifteen million. The annual sales volume of the top five agents in Shenyang, Liaoning is ten million, while the annual sales of the agents in Hubei, Wuhan and Hunan Zhuzhou are thirty-five million over the top three.

It can be said that the benign operation of the upper and lower reaches lay a solid foundation for the collective promotion of the underpants market.

Channel pattern formation

Channel is deciding what kind of form the product will appear in the market. Looking at the channel development mode of underwear, we can see the miniature of the underwear market. The underwear was originally boxed in a box of two or more pieces, which was uniformly discharged in the supermarket. In this way, consumers are passive in choosing and buying, it can be said that the brand and price determine their purchase.

In traditional Underpants In the brand, Phoenix is mainly shopping malls, and Conia and Carrefour, both of them, can be seen in the national counters of WAL-MART. In the newly emerged underwear, the single Angel family has five brands: Emily, umbrella, GK, SV and Ruobo. Coupled with the early entry into the market ninjas, C+2, Rome century, burtio, Z8 brand, the ascendant boutique underwear market is now flourishing.

These emerging brands are very different from the traditional ones. The traditional underwear is based on the principle of "small volume and quick turnover", which seeks profits. Therefore, in the channels and stores, wholesale and convenience are the main ones. Therefore, shopping malls and supermarkets are the best choice. In the operation, the traditional choice is extensive operation, and the market decision power is in the hands of consumers. In the current underpants market, the volume of traditional underpants mainly based on wholesale is very large. The annual sales volume of an enterprise is one hundred million, which is a common matter.

The boutique underwear in the channel is mainly based on exclusive stores, combination stores and compound stores, and develops the market with agent mode. This is a meticulous mode of operation. The profit of a single piece of products is higher, but now it can not be measured. This is a bottleneck and a difficult problem encountered in the development. In view of this phenomenon, the industry believes that the manufacturers should jointly foster the market in a way of holding together so that consumers can have a higher awareness of the quality of products and will make the market bigger and bigger.

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Rise of industrial sector

Looking at the future of the development of an industry, not only depends on the brand influence of the market, but also the integrity of the industrial chain and the core competitiveness of the enterprise. When the Underwear Companies in Zhongshan wake up collectively, they are backed up by their strong production resources advantages, and the integrity of the industrial chain.

From the upstream perspective, there are professional weaving factories, printing and dyeing factories, printing factories and supporting enterprises, such as professional terminal exhibition rack and shelf factories.

As the middle reaches is the production enterprise, the underwear enterprise that spreads all over Zhongshan, after decades of development, its production technology and technology is beyond doubt. Fabric from cotton to modal and then to bamboo carbon fiber, fabric reform is also produced with the reform of production technology. From traditional process to no trace paste technology, in Zhongshan, as long as there is a piece of cloth, you can produce high-quality underwear products. This is the advantage. This advantage is comparable to other regions. The formation of a perfect industrial chain is not only to save production time. More is to reduce production costs.

As for the brand operation, with the entry of professional managers in Zhongshan underwear industry, it is not only the ability of enterprise management that promotes the boss's thinking, but also broadens the bosses' vision. This is conducive to the development of enterprises.

In addition, in Zhongshan, when a company appreciates professional managers and wants to produce about five hundred thousand of Audi cars for professional managers, we see not only bosses' bosom, but also the loose working environment and platform, because at present, only the wisdom of professional managers and the boss's hardware facilities are tied up, will create a win-win situation.

It can be said that the Zhongshan underwear brand collectively awakens and takes the road of brand. Now, from hardware or software, everything is ready, only owning to Dongfeng.

Policy support for industrial rise

The path of Zhongshan's underwear industry's rise is concerned not only with enterprises, but also by local governments that dominate economic development. It is a signal to the market that the group will participate in the exhibition. As a new product category, Zhongshan underwear will become a new strong player in the market. As to how to promote the development of the industry, as a semi official and semi official Xiaolan chamber of Commerce, more is to build a platform for enterprises to go out, and actively guide enterprises to develop towards health.

From the 91 China needle cotton trade fair to participate in the exhibition in a group way, and to set up a model show to show the brand style. By the time of 92, the Zhongshan underwear will become the protagonist of this session, which will further arouse the strong concern of the industry, let the market warm up, and create a good living environment for the enterprise to go out and do well.

The support of policy is a strong agent for the development of enterprises, and the refinement and change of underpants enterprises is regarded as the rise of the brand road. Inside the enterprise, the cash flow that originally restricts the development of enterprises is now being confused by cash flow because of the support of the government and the transfer of funds from the thermal bra enterprises. In the sales mode, the establishment of the underwear store monopoly mode can not only foster consumers' awareness of products and brands, but also spread the sense of touch to every corner of the country and convey the information of Zhongshan underwear brand to the market because of the sound channel network.

From the local to the whole country, from the region to the overall situation, Zhongshan underwear has begun to brand building. Looking at the enterprise and the market, we have seen the hope of development. But in the specific operation, the enterprise has a long way to go. As the underwear with high gold content and high added value, the brand is still relatively small. How to create "love" in underwear and how to improve the sales of quality underwear to fifty million is a problem that enterprises should jointly explore and solve.