Underwear Industry Needs Patience And Patience.

Foshan

Industry has been famous in recent years, and enterprises and bosses are mainly concentrated in Yanbu.

Yanbu underwear production is not the largest in the country, but Yanbu is the birthplace of China's modern underwear industry. The first export underwear enterprise in China came from Yanbu. The first underwear model competition in China and the first lingerie fair were held in Yanbu. The China Apparel Association also set up the Specialized Committee in Yanbu.

Why are there so many lingerie business owners? How big is the chance of making money in the underwear industry? Recently, the reporter invited three of the 15 famous underwear brands in China: He Bingxiang, owner of Wu Yanfen, boss Jia Lishi and boss Jia Lishi.

In a classic sentence, Wu Yanfen summed up the "money" in underwear industry: underwear should not only be invested, but also be tasteful, patient and patient.

Hong Kong underwear factory becomes "Whampoa military academy"

Reporter: Why are Yantai so many underwear business owners?

Wu Yanfen: Hongkong enterprises in 80s of last century in Yanbu construction plant is actually Yanbu underwear "Whampoa military academy".

At that time, they recruited a group of local girls to work as women workers in Yanbu. These women studied the technology of underwear production, and later many people came out to start their own businesses.

I invested 5000 yuan in 1988, bought three sewing machines, started a couple's workshop and began to make underwear.

He Bingxiang: our landlady, Lan Jie, was also before.

One of the first women workers in the underwear factory joined me in 1989 to build underwear for myself.

Unlike the US, we started the factory at the very beginning. The main shareholder was Jielun, the boss of the company. The first investment was 300 thousand yuan, which was specially responsible for the production and processing of the Japanese list.

In 1996, we are determined to be a brand, major in the domestic market, the creation of its own brand.

He Baiqiang: we are an exception, not from the "Whampoa military academy".

In 1995, I made underwear from other industries, and I didn't go through the wholesale and stall process. I registered my brand when I was a factory. It was not easy to make a national brand at that time, so I only began to make money in third years.

Reporter: how many millionaires did the Yanbu underwear industry make?

Wu Yanfen: there are also many women workers who have started business with us at the same time. Although many small factories have gone bankrupt, there are more than 100 enterprises, that is, more than 100 bosses, but there are more than 10 on the scale.

He Baiqiang: at present, there are few big lingerie factories that are really successful in the salt industry. But many dealers who rely on underwear agents are making a lot of money. The dealers who are doing business with us now have more than 20 assets, which account for more than 10 million yuan, accounting for about 50% of our dealers.

Reporter: when we first started producing underwear, what channels do we mainly sell?

Wu Yanfen: at the very beginning, we chose underwear ourselves to go to the wholesale market of Guangzhou's high street, Renji road and other wholesale markets. But for a few days, no one bought it. Then I consulted with a booth owner and sold it to her at first. When someone looked at it, he told me again that I hadn't thought of it for 1 days before someone called to order.

After that, we worked overtime.

In 1998, we began to standardize the market, establish dealer networks and franchise stores.

He Bingxiang: we started making the wholesale market in the domestic market, and later we were mainly franchised stores.

At that time, in order to open the domestic market, some dealers did not even see it. They only sent a product to the other party by sending a phone call. Later, they tried to open a special counter in the shopping mall. However, because of the high cost of opening the counters and the difficulty in providing services, it has not been ideal.

The price is expensive and the profit is thin.

Reporter: early profits or big profits?

Wu Yanfen: at the very beginning, we produced underwear mainly by imitating Hongkong style, but without brand, so the price was cheap.

The general wholesale price is 7~13.5 yuan /, and the retail price at that time can reach 68~138 yuan /.

But after making the brand, the cost of the enterprise has increased greatly. Besides the product going further, the publicity and management costs have risen correspondingly, so the price of the product is much more expensive than before, but the profit rate is much lower.

Earning 1 yuan in the past is really making a profit, and now making 1 yuan, maybe 0.95 yuan will be posted.

He Bingxiang: in 1996, the price of our underwear products was about 10 yuan per piece, and the profit was more than 10%.

In order to ensure the profits of dealers, the profits of enterprises will not be too high.

He Baiqiang: the factory price of an underwear product in our early stage is about 20 yuan, and the dealer will increase the price on it. The profit of the general distributor should be more than 2 times.

It is not surprising that some brands reach five or six times.

Reporter: how much money can you earn from an early product? Now?

Wu Yanfen: in 1988, a product could be sold for seven or eight years, when several products were sold well.

Now people face more than 100 kinds of products instead of picking their eyes. They need very fashionable and fashionable things to attract them, and a product will be launched in the selling season.

We launch new products every spring, summer, autumn and winter in the two quarter, and the whole series comes down to 40~50.

At present, Midea has been selling well in more than 100 varieties, and each species is divided into several colors, several yards, much more complicated than before, and much more trouble.

In a word, people who are "money to money" in underwear industry should not only invest money, but also have taste, care and patience.

Reporter: which is more profitable for domestic exports?

Wu Yanfen: because of the high added value of the brand, the profit of domestic products is relatively large.

But with the export tax rebate, the profit is almost the same.

He Bingxiang: our domestic sales and export profits are almost the same. Olennon is mainly famous for world famous brands, and the price is relatively high.

He Baiqiang: our exports accounted for 20%, most of which were exported by independent brands. This part of the profits were relatively high and the price was 3~5 US dollars.

But only $1 in profit was processed for others.

No 100 million yuan can't make a famous brand.

Reporter: Why are there few famous new brands in recent years?

Wu Yanfen: at present, the production of underwear has entered a gradually mature stage of development. The brand structure has basically taken shape. In recent years, though almost every day, new underwear manufacturers are coming out, but they are all small and small.

He Baiqiang: now I want to make a famous brand in the underwear industry. No 100 million yuan do not come in.

Now that we have reached the age of product segmentation and market segmentation, we need to have a clearer and clearer orientation for the different needs of different consumer groups. Therefore, this has put forward higher requirements for underwear production and research and development. At present, each factory basically has dozens of hundreds of styles, and the frequency of different styles is very fast. The R & D expenses and marketing expenses, and the cost of sales channels are all greatly increased.