Interview With Erdos Underwear President Fei Jianming

Reporter: choosing underwear industry, what is the winning strategy of Erdos?

　　 Fei Jian Ming The underwear industry in China has been developing continuously for more than 20 years. The demand for underwear has developed from the basic physiological functions such as covering and keeping warm to the stage of quality, comfort, fashion and top-grade. Like increasingly diversified outfits, the personalized choice of underwear for consumers is promoting the upgrading of China's underwear product structure. Underwear has become an important symbol of personal life quality and aesthetic orientation.

From the three warm, soft cotton, hemp modified, colored cotton, Tencel, floc warm underwear, to the recent two years of soybean protein fiber underwear, adjust body underwear, body underwear, a variety of lingerie concepts emerge in an endless stream, continue to guide consumption, from the surface, the market is full of business opportunities. But careful analysis is not difficult to find that many of the products with similar positioning have long been grinding away from the price war and competing for low price competition.

　　 Erdos Choosing a favorable and challenging opportunity to enter the underwear industry is precisely aiming at the underwear market and sticking to the high quality vacancy. With the Ordos overall product strategy, avoiding the low level competition, Erdos underwear is positioned in the middle and high grade with a sense of fashion and high quality. In recent years, the underwear market with cashmere, wool and other high-grade natural fibers as raw materials is growing up. Erdos, with its strong professional, authoritative and resource advantages, has launched a series of underwear series such as cashmere underwear, wool underwear and so on.

Reporter: as a classic brand, how will Erdos be highlighted? Underwear Product's fashion sense and high quality?

Fei Jianming: compared with the originality of international fashion, Chinese underwear has a certain gap in brand strategy, costume design and product research and development. In order to be ahead of other brands in fashion and style, Ordos has hired Selva Paul, President of the most famous European School of design, SergioBoero, as the senior consultant of Ordos underwear brand. He has been the image designer, accounting affairs, foreign exchange and fashion show of many famous international brands, which is a synonym for international fashion. He joined the Ordos underwear with international fashion and design elements.

By hiring senior international product consultants and production technology consultants to ensure that the process is excellent, this is only one aspect of Erdos underwear product strategy. Shanghai Erdos Underwear Co., Ltd. has organized an excellent management, R & D, production and marketing team since the day of its planning and establishment. It has meticulously created the "refinement doctrine" of Chinese underwear, that is, selected materials, refined technology, sophisticated products, exquisite packaging, boutique stores and meticulous management, guided by the high quality underwear culture perfectly integrated with traditional fashion, and launched the "delicate age" of Chinese underwear.

Reporter: what is the reason for the Ordos trans provincial headquarters of lingerie company in Shanghai?

Fei Jianming: choosing to develop underwear market in Shanghai is because the information resources, human resources, product R & D resources are very strong, and has the advantages of popular information acquisition, the commercial advantages of brand operation, the superiority of brand rating evaluation and the market radiation advantage. This is consistent with the "high-end" operation style of Erdos brand.

The so-called "high-end" operation is to integrate various resource advantages and build expert and expert brand. Ordos chooses a new environmentally-friendly material, known as "artificial cashmere" soybean protein fiber, blended with natural cashmere, forming a new style with complementary advantages -- soft, self-cleaning, comfortable, natural and fashionable.

Erdos itself has the brand advantage, technological innovation, product innovation and cultural innovation advantages, will radiate into the underwear industry, provide adequate quality cashmere resources, technical experts in cashmere and wool, resources of excellent processing enterprises directly under the new and high technology and group, full market promotion and promotion, adopt the most cutting-edge new technologies, new processes and new materials, and further enhance the market value of Erdos brand.