Taiwan Business Ordifen: Convey Oriental Beauty With Creativity And Care

In the summer of 1998, the lingerie market of the long and quiet continent suddenly came out of a sudden breeze - the underwear brand Ordifen from Taiwan moved out of the underwear products to a professional showcase and staged a lingerie show in the lobby of the Beijing contemporary mall.

The first time I saw a fashion cool underwear model walking around in the busy commercial center, the people in Beijing were surprised.

With the uproar of consumers and the media, business phenomenon has developed into a mixture of Commerce and culture. Mainland women's underwear consumption has become more and more popular in summer.

From this point on, Ordifen, who dares to innovate and is more innovative, leads the fashion all the way, and creates an average annual growth rate of 50% in the fierce market competition.

In just over a decade, Ordifen has grown into an industry leader from a humble underwear workshop.

Business opportunities are beginning to dominate the market.

The culture and economy of the mainland in the early 90s of last century

Ordifen, founded in 1980 in Taiwan, has experienced more than 10 years of hard training on the island, and finally ushered in the opportunity to "chase the deer and the Central Plains".

The mainland lingerie market is waking up. Wang Wenzong, Ordifen leader and group chairman, understands that whoever wins first will be able to move to more market sites.

The capital city of Beijing, which has an index significance, has no suspense.

In the early days of market development, the "lingerie" was launched. By 2000, only twenty or thirty manufacturers in the mainland's underwear market entered the "semi-finals" of brand competition.

Wang Zhenxing, vice chairman of Ordifen International Group, recalling the fierce competition in recent years, said, "every year, there will be a niche market that includes consumers' recognition, recognition and style of brands. To maintain the market, it is more and more difficult to lead."

Marketing is not limited to product marketing, nor can marketing be confined to windows.

Ordifen's chain operation and the strategy of "store and ploughing" have been combined in two years. The brand coverage has been extended to the north and northeast markets centered on Beijing and the Yangtze River Delta market centered on Shanghai.

At present, Ordifen's 400 direct outlets in the country have been profitable for many years, and the next thing to do is to make 600 franchisees "earn the same money".

"At present, the 1000 stores keep making profits, and then plan for the third stage of business expansion. Only in this way can they become evergreen and sustainable."

Innovate and convey Oriental beauty

If marketing is a brilliant flower and fruitful product, the product is a strong rhizome and flourishing branches and leaves.

Marketing innovation is necessarily based on product innovation, and product innovation challenges the eyes and wisdom of operators.

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Wang Zhenxing felt deeply about this.

In his view, whether the enterprise or brand, to maintain the prosperity of the market, we need to do two things well. First, we should be fine, strong and leading; second, we must constantly find new growth points through innovation.

Determined to build the mainland's high-end brand of high-end underwear, Ordifen has also embarked on the development track of innovation and innovation.

Our underwear culture has a long history.

As early as the Qin and Han Dynasties, there were underwear for personal wear.

From then on, the tulle low embroidered embroidered sweater of the Tang Dynasty painter Zhou Hua, the Song Dynasty woman's bra in the west chamber, and the popular waist of the Yuan Dynasty, the main waist of the Ming Dynasty, and the belly pocket of the Qing Dynasty, not only recorded the evolution footprints of the underwear, but also condensed deep design ideas, exquisite production skills and heavy humane deposits.

Underwear from abroad is also rich in technology and culture.

Wang Zhenxing has always believed that today's underwear, regardless of style, materials, technology and so on, how to develop and change, the inheritance of culture and skills will not be cut off, and development will not stagnate.

"Create underwear culture with Chinese elements, and let underwear culture move the world".

Ordifen believes that the innovation of underwear products should have an insight into the trend of the market, and learn from the old but not the old. Learn from Yu Yang, but not with Yu Yang, get the perfect combination of fashion and classic, technology and humanities, practical value and emotional value.

So, Ordifen established the Institute of underwear culture, and held the "Ordifen Cup China underwear element innovation design competition" in collaboration with the China Fashion Designers Association in recent years. It joined the famous French brand consultant PACLERS strong and joined the European and American advanced design concepts, and launched a comprehensive product innovation from the aspects of appearance, connotation, function and technology.

In recent years, Ordifen has continuously launched the first innovative product, from the unique "China Red" series to hand-painted boutique, from patent magic water bags to nano materials, all of these new products accurately enter the market and create new sales records.

Among them, the "color red charm" underwear combines the traditional Chinese red color, calligraphy art and embroidery technology. Through the expression of "Ruyi" embroidery in cursive script, it is unique in the forest of today's underwear. It highlights the health and comfort characteristics of antibacterial, deodorant, and high-tech health care underwear that regulates the human body's immunity. It provides a practical value while providing a new care and health, and opens up a new world of underwear application.

Caring for women and remodeling the concept of mainland underwear

Ordifen not only attaches importance to product innovation, but also takes a preemptive and steady approach in its operation. It also has great originality in spreading underwear culture and remodeling underwear concept.

More than 10 years ago, Chen Shuyuan, general manager of the lingerie show in the capital and the deputy general manager of Ordifen International Group, recalled the excitement of the scene. "Many consumers are very surprised. They can see that underwear can be so beautiful in art, and it is entirely possible for them to be the endorsement of this beauty and fashion."

Chen Shuyuan is responsible for Ordifen underwear from design, marketing to training, and many other works, and is known as "Ou teacher" by the company inside and outside.

In her view, Ordifen's business is not only a "business", but also relates to the beauty and health of countless women. "The first thing that Ordifen wants to convey to mainland women is health, second is beauty, and the third is self pleasure."

In the early 90s of the last century, underwear was a topic of shame for mainland women.

"Including friends around me, I don't know how to choose underwear that suits me.

The color of underwear is not different from the color of its coat, and so on.

From the perspective of caring for women, Chen Shuyuan has established a new marketing idea: while selling products, it is necessary to promote underwear culture and correct underwear concept so that mainland women can truly feel the power of "inner beauty".

Since 2001, the underwear show has become the main content of Ordifen annual underwear Festival national tour. It conveys the material characteristics and cultural connotation of the product to the public with vivid, beautiful and rich music and dance language.

The lingerie festival was also held with Ordifen's brand activities every year with the "China underwear forum" and lingerie knowledge lecture tour and the "save milk" campaign held on the world breast prevention day.

By 2004, Ordifen also launched a new and refreshing action for the industry. It was a joint effort with Shanghai Theater Academy to create a multimedia dance drama "finding clothes," using multimedia modern stage form to integrate the evolution of underwear culture into romantic love stories, not only for the main theme of Shanghai International Art Festival, but also for national tour.

Through these "fresh" ways, Ordifen has expanded its brand influence and promoted the marketing of physical commodities, and has penetrated the numerous cultural women's pursuit of beauty and health into numerous mainland women.

If you love to fight, you win.

Wang Zhenxing still remembered that when he first came to Beijing in 1988, the subway had only one line, and Beijing only had two loops. After 8 o'clock, all the stores closed on time.

At that time, Taiwan was red and green, with the seat of "Asia's four little dragons" sitting firmly.

But any forward-looking business decision-maker can always see farther than the average person.

The two brothers Wang Wenzong and Wang Zhenxing not only saw the development of Beijing, but also saw the future of the mainland: "there is only one chance like this.

Twenty years ago, we got to the front end of the industry, and twenty years later we went to catch up.

From entrepreneurship to bumper harvest, from the twenty-three million consumer market to the blue ocean of more than a billion consumers, Wang Zhenxing believes that Ordifen relies on the preemptive foresight and the spirit of doing things in a down-to-earth way.

"If you can see fast and steady, you can win others."

The history of Ordifen's pioneering work is a great interpretation of the song, which is the soul of Taiwan businessmen, "love to win," and Wang Zhenxing says with a smile that it is not enough to fight, and it must be spelled correctly.

If you love to fight, you will win.

With this spirit and judgement, Ordifen's target of listing in three years will soon be realized.