"Small" Shop To Join: Break Through The Business Dilemma Of Men'S Underwear

< p > Title: an interview with SIUF2013 before the exhibition, interview with Cen Jinglin, director general of Zhongshan's a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > Co., Ltd. to explore the secrets of breaking through the business dilemma of men's underwear.

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< p > relatively low customer price is not enough to support the flat efficiency ratio required by big stores.

All along, men's underwear can not achieve rapid expansion through franchising chain stores.

How to break through the predicament and build "small" underwear into a big industry is an exploration topic for underwear enterprises of Xiaolan, Zhongshan, which is a gathering place for Chinese men's underwear.

Z8 is one of the most representative men's underwear brands in Xiaolan. It launched a new brand N2N last year and plans to give full play to its 2013 eighth Shenzhen international brand underwear exhibition.

To this end, we interviewed the head of N2N, Cen Jinglin, managing director of Zhongshan flying chart Clothing Co., Ltd. to break the way of Zhongshan underwear breakthrough.

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"P > < a href= 'http://sjfzxm.com/news/index_p.asp > Zhongshan Fei map Clothing Co., Ltd. is located in Xiaolan, the famous underwear industry town of China. On the basis of inheriting the historical essence of the lingerie's underwear for more than thirty years, it has upgraded the underwear products and brands which swept the underwear market in recent years, quickly completed the accumulation of the base of brand operation, formed its own brand style and won a certain industrial status.

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In 2012, P gained the right to operate the famous American underwear brand N2N in China, bringing the dynamic brand to the Chinese market and quickly gaining market recognition, filling the market gap of fashionable men's underwear.

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< p > N2N brand was officially launched in China in June 2012. Brand positioning a href= "http://sjfzxm.com/news/index_f.asp" > men's underwear < /a > products tend to be diversified. Besides men's underwear, women's underwear, socks, thermal underwear and even T-shirts, underwear products account for about 50% of the whole category.

N2N is suitable for young people with different cultural backgrounds and perfect lives, who do not want to follow the trend but want to be the leader of the trend.

It is positioned in the middle and high grade, is the real leisure underwear brand for the middle-class people who love life.

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< p > Cen Jinglin, managing director of Zhongshan flying chart Garments Co. Ltd., led the team to develop Z8 brand underwear, and is responsible for the design, development and overall planning of the new brand N2N.

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< p > < strong > reporter: what is the purpose of this Shenzhen international brand lingerie exhibition? < /strong > < /p >

< p > Cen general: this year's exhibition is mainly based on the new brand N2N, which is the second brand launched by our company.

Brand style: N2N pays attention to perfect life, positioning high-end, is to give love to life of the middle class people real leisure underwear brand.

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< p > strong > reporter: can you give a brief introduction to the development of the brand at present? < /strong > /p >

< p > Cen Zong: N2N brand marketing plan operates in the mode of "electricity supplier + entity". It also includes single store affiliations, each of which has its own independent team in operation.

For the promotion of N2N channels, at present, through the terminal stores in Guangzhou, we explore the specific implementation of the "small store franchise" mode. We do separate stores and others, we consider what kind of combination products and underwear sales are more reasonable, whether to add the elements of casual clothes and so on, all of which need the practice and exploration of the market.

It is very difficult to carry out single store operation solely from underwear product mix. If we join, chances of survival are not high. Our mode is to use casual clothing elements and products to match in the underwear single store, and strengthen the attraction to consumers.

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< p > brand joining is the core of future development. At present, the bottleneck is very high. Every brand has bottlenecks. The main problem is how to get the most suitable terminal location and sell high-quality underwear.

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< p > < strong > reporter: is the matching product of its own brand or other brand? < /strong > < /p >

< p > Cen: it is not entirely our own product, because it has a lot to do with its brand positioning. If the positioning is too low, it can not match with the location, too high, it may not satisfy consumers, and how to achieve the most appropriate positioning. This is the focus of our understanding at the May exhibition.

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< p > < strong > reporter: do you have any breakthroughs in the structure and application of the N2N brand product of the exhibitor brand? < /strong > /p >

< p > Cen: brand positioning is divided into three parts: low end products, regular products, and high-end products.

Conventional products use 40-60g's conventional modal, high and medium end products using 80-120G's advanced modal, high-grade cotton, and advanced nylon.

In the aspect of product development, there are also targeted products. The high-end products should correspond to the color and style of the big brands as far as possible. For regular products, we will continue to do the style of our brand.

I once said to my a target= "_blank" href= "http://www.91se91.com/" designer /a group that the color of autumn and winter should not be fixed in autumn and winter. All elements related to autumn and winter can be autumn and winter. For example, Christmas elements, traditional festivals and so on can all become elements of autumn and winter.

Our product development is different from other companies, and guide the following team to develop products that are in line with the market.

N2N brand must be the foundation for our development in the next five years, and also for the development of Z8, because Z8 is already a mature brand, and it is more difficult to surpass. We need to open up a new road, so we attach great importance to N2N's exhibition in Shenzhen this May.

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< p > < strong > reporter: N2N is not a single store franchise. What is the main channel? < /strong > /p >

< p > Cen Zong: at this stage, N2N is still giving priority to the development of agent joining mode and building up the network.

After the development of self run terminal stores and the success of small store franchisee, a large area of replication will be promoted.

N2N chooses agents strictly, and now several agents are relatively strong in strength, and also have a relatively sound network.

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< p > reporter: Nowadays the problem of infertility is very serious. In addition to environmental pollution and pressure of life, there is a relationship with men's wearing tight underwear. Can there be some revolutionary ideas in this regard? Can people really improve their reproductive health by wearing underwear? < /p >

< p > Cen general: there are many brands of underwear that are in the direction of health care. For example, Z8 is doing anti bacterial underwear and anti radiation underpants, but the market effect is not very ideal. It may be related to consumers' consumption concept and cognition, and it needs a lot of promotion efforts. It is still difficult for Xiaolan enterprises.

However, our N2N brand pays great attention to the development of comfort version, and our version is recognized by the vast number of consumers.

Considering the difficulty of promotion, we only regard this kind of underpants as a product mix.

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< p > < strong > reporter: do you consider the combination of men's underwear as a professional and other brand combinations? < /strong > < /p >

< p > General: now our channel is operating in this direction. Our products are mainly sold in the underwear shop, but there is always a bottleneck in this channel. If we want to increase sales, it will be difficult. After all, the brand size of the store is not large, and it may also display several brands, which has a certain impact on the overall sales of the brand.

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< p > strong > reporter: what brands are our cooperative bra brands? < /strong > < /p >

< p > General Cen: we are working on a second line branded bra, with love, Jia Lishi and olive, mainly for a second line brand operation, because this is our position.

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< p > < strong > reporter: what do you think of Shenzhen international brand underwear exhibition? < /strong > /p >

< p > > Cen Chan: I think that compared with the Shanghai exhibition, Shenzhen's underwear exhibition has more brand and more attention. It is a better platform for us to locate the underwear brand of the second line bra operation. We mainly focus on the quality of the Shenzhen exhibition and the quality of exhibitors, rather than purely considering the geographical location.

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< p > < strong > reporter: if you want to hold a docking meeting, what do you want to do with those customers? < /strong > /p >

< p > Cen: we hope that some docking meetings will enable us to share resources, and also link up with the bra companies to carry out future industrial matching exchanges.

If we combine our resources and many Xiaolan underwear business resources, we will have a strong advantage no matter whether we are doing entity or network channel.

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< p > < strong > reporter: do you have any cooperation with the external organizations in the design of N2N underpants now? < /strong > /p >

< p > Cen general: This is not, I am N2N brand design director. Before Z8 all products were developed by me. Now N2N brand research and development and positioning are in my overall planning, including joining.

We hope to strengthen the quality underwear and break through the existing bottlenecks, which is the direction of our efforts.

However, what we lack most is Xiaolan's design talents. We hope we can tap more design talents and promote the development of the whole industry.

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< p > < strong > reporter: finally, what is the planning for the future of N2N brand? < /strong > /p >

< p > Cen general: for the future direction of brand positioning, N2N's vision is to provide the consumer's favorite and trusted men's underwear products, and strive to become the high-end men's underwear brand in the industry.

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