Heng Yuan Xiang "Three Dimensional" Strategy To Solve The Weak Trend Of Underwear Industry

The winter of 2011 has arrived, and the first snow in Harbin in early winter has already begun.

However, accompanied by the cold

In 2011, underwear SMEs faced three tests.

In fact, the market of underwear sales in the early winter of this year is weak, and some lingerie enterprises are on pins and needles.

Some experts pointed out sharply: "the market environment is not good, the economic crisis is not dispersed, and the consumer confidence is obviously insufficient, which is an important reason for the downturn of the underwear market, and also the primary test for the underwear industry."

Recently, the data released by the National Bureau of statistics show that in September 2011, the national consumer price level rose by 6.1% over the same period last year, and the national consumer price level rose by 0.5%, and prices continued to rise.

The second test is monetary tightening, exposing the short board of underwear enterprises.

Now many small and medium business owners have become "

The third test, a strategic judgment mistake, made some lingerie enterprises "very hurt".

In recent years, the inflation rate has been high, and the excessive speculation in the market has led many enterprises to invest heavily in stockpiling.

I thought cotton prices would go up this year, but there was a continuous downturn. Cotton prices fell to nearly 4. A lot of cotton hoarding companies bought at a higher price, but faced with a backlog of helpless reality.

Heng Yuan Xiang: growth is still the main theme.

Compared with other underwear enterprises, the brand underwear of Heng Yuan Xiang still maintained an increase of nearly 20% this year.

In this regard, Wang Yibin, general manager of Heng Yuan Xiang garment company, explained: "we have already anticipated the market trend in 2011, and we have made a strategy to deepen brand strength and develop special varieties of underwear a year ago to break through the predicament in the future."

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Heng Yuan Xiang Group has been involved in the underwear industry for several years as the overlord of the old sweater industry.

Wang Yibin said: "this year, Heng Yuan Xiang underwear sales volume is expected to reach 6 hundred million."

However, unlike other thermal underwear, these years have been insisting on Professionalization.

Heng Yuan Xiang will be more cautious and rational in the face of mass production. He reorganized the business process, took the order system management and effectively controlled the inventory. Secondly, in order to cater for the high-end consumer demand, Heng Yuan Xiang increased the research and development of the underwear product line in the wool industry, and this year it is expected to achieve 120 thousand sets of sales targets. This year, the traditional underwear category is expected to exceed 1 million 700 thousand sets.

A retailer who runs the brand underwear of Heng Yuan Xiang told me that the average daily sales of new wool and cashmere thermal underwear are over 20 thousand yuan.

According to the analysis of the industry, the quality and style of wool underwear are becoming more and more fashionable.

With the increasing popularity of underwear wear, the demand for underwear color is getting higher and higher.

On the other hand, compared with the concept of "card" and "warm" underwear, the material of wool underwear is more natural and healthy.

Wang Yibin said: "in recent years, the underwear industry will enter a rational and sustainable operation state after fierce branding. The chaotic Warring States era will end and enter a relatively stable brand era.

Heng Yuan Xiang underwear can grow steadily, is based on the brand to achieve the scale of products, Heng Yuan Xiang underwear from 30 yuan to 300 yuan across the line coverage, increased the ability to resist market risk, which is also the only one in the underwear industry.

Three dimensional underwear: pforming brand productivity

In the winter of 2011, Heng Yuan Xiang's "three-dimensional" underwear attracted many consumers' attention.

The length of the garment is just right, bending down the underside of the underwear will jump out of the trousers, and the sleeves will grow again. Many people will encounter similar embarrassing situations when they buy underwear.

All this is because the clothing models used by businessmen are based on anthropometric data of the last century. With the improvement of people's living standards, the shape of the Chinese people has changed a lot. The original GB is no longer applicable.

In 2002, Heng Yuan Xiang joined hands with the famous Textile Academy of China, Donghua University, to establish the "MTM clothing rapid production information system" project, and jointly create the new Chinese male "human body database". Through the collation and induction of body data, the clothing version was expanded from the original 4 to 5, so that the clothing version is more suitable for human body shape.

Updating the original human body database has become the key to developing an advanced clothing rapid production information system in the international garment industry.

The successful completion of this project has achieved the perfection of the human body database, style library, model database and the customized system and process of the network customization. At the same time, on the basis of the virtual human platform technology, the project has realized the pformation from two-dimensional plane pattern to three-dimensional garment, and has made a breakthrough in the technical realization of the realization of the network fitting and virtual replacement.

Generally speaking, before consumers choose clothes, it is common sense to measure height, chest circumference and waist circumference.

But the most important thing to buy a fit garment is to match its shape, which is often ignored by consumers in the past.

It is not the size of the garment itself, but the size of the garment that can be worn.

In the national standard GB1335-97, there are four types of body: Y, A, B and C. However, Heng Yuan Xiang adopts the statistical variable selection method to classify five types of body size (Y, A, B, C and D), which are more than the national standard.