The Development Of Multi Brand Makes The Dominance Of Lingerie Brand Underwear.

In the past 2012, for the majority clothing Enterprises have experienced a global downturn in the economic situation, so that accustomed to the prosperity of garment enterprises to stop suddenly, many enterprises' performance or even a sharp decline.

However, "winter" is not always a lonely person. As the founder of domestic functional underwear, the group of lightness is a special example of dancing in the face of adversity.

Last year, the group not only was not affected by the big environment, but it set off a more vigorous growth momentum. Its lettnie functional underwear growth rate is in the lead of the industry, and it is expected that the sales performance in 2013 will achieve a new breakthrough. Another brand day Baer, as the rising star of the group, is more obvious.

　　 Abide by professional achievements and win the position of the ribbon functional underwear.

Why can Wright Nice stand up to the "cold winter" in a detached manner? The answer given by Yan Shao Feng, chairman of the Wright Nice International Group, as the helmsman, is very simple.

Yan Shaofeng is the originator of functional underwear in China. In his view, the consumption culture of Chinese women on underwear is far behind that of Europe and the United States. The share of Chinese underwear market is largely eaten up by some miscellaneous army, which is mainly manifested in lower competitive levels such as product competition, channel competition, price competition, and so on. In order to build a brand with international competitiveness, it is impossible to have no core professional technology.

Wright Nice was born in Europe. Since its establishment in 1973, she has been adhering to the mission of "the founder of women's happiness" and is committed to disseminating health information and caring for women's health. The brand was registered and sold in the United States, Canada, Europe, Asia Pacific and other countries and regions. In 2001, Lightness group was set up in Hongkong to force the Chinese market. At present, the terminal store has been fully covered by the national market, and has made remarkable achievements in foreign markets.

Wright Nice's profession is not an empty slogan. "She" is fully developed according to the principles of ergonomics, medicine and textile science and technology. It emphasizes comfort and health. It requires women to wear bra with different covers in different age groups, and its products contain adjustment type that meets the principles of ergonomics and mechanics. Underwear It focuses on maintaining the function of breast assisting and adjusting body shape, underwear and garment design, and advocating fashion maintenance series for underwear.

Although Wright Nice is from Europe, "she" does not simply take European products directly to the Chinese market. Yan Shaofeng said frankly, "if we introduce foreign products directly, we will lose badly. Underwear products abroad are very good in style and technology, but they are not suitable for women in China because there are great differences between the East and the West in body shape. " Based on this, the products of Reyes's products are designed according to the stature of domestic women while retaining the European design style. To this end, she also built a huge body database to provide the most scientific data support for her design.

　　 Multi brand fashion underwear day Baer ready

"Multi brand and diversification" is a very clear development strategy of the group. According to Yan Shaofeng, Wright Nice group is currently running many brands of fashion underwear brands such as day Baer, Wright Nice, women's clothing, besides functioning underwear brand Wright Nice. At the same time, it is planning a special online underwear brand.

Multi brand strategy is a development strategy of mature enterprises. Its main connotation is that enterprises use different brands according to the target market, and use multiple brands to meet the different needs of different market segments.

Yan Shao Feng is very optimistic about the development potential of Baer. "In the future, Baer's development momentum will definitely exceed that of lightness. Because "she" is targeting larger market groups. He said that in the future, Baer will develop rapidly in the domestic market with the "fast fashion" development model of "high-end international brand image and moderate price". In the past 5 years or so, the number of terminal outlets has exceeded two thousand, and retail sales have reached the order of 23 billion.

Yan Shaofeng believes that the eighteen major reports clearly suggest accelerating the development of new urbanization, which will bring an excellent market opportunity for the development of Japan's Baer, because the mainstream market (the two or three line market) will gradually increase. According to the survey, the price of underwear for 40~50% female consumers is between 100~200 yuan, and the price of Japanese Baer coincides with that of the market.

In addition, as the main target group of Japanese Baer, after 80, 90 and even 00, is now gradually rising to the main consumer. This is a perceptual consumption group pursuing fashion and individuality. Their obvious consumption characteristics are fashion first and daring to consume. Their pursuit of fashion far exceeds that of previous generations. And Baer's sweet, sexy and dynamic brand DNA caters well to the fashion appeal of this group.

As for the future of Baer, Ding Qingzhou, the general manager, is equally confident. In his view, after four years of "internal strength training", Baer has been fully prepared in terms of design, product, brand, marketing and so on. Baer will uphold the brand spirit of "striving for excellence" and "the spirit of focusing on customers, concentrating on services and professional teams" to realize the brilliance of the brand.

"On the basis of design, Baer worked with the famous French CARLIN Karin company, Italy WINGS360 ITMA studio and the top fabric developer SPINNEERIJLAMBRECHT in Europe, combined with the domestic characteristics to carry out targeted product development. The color of her is very bright and jumps into the shop of Baer in Japan, and you will be attracted by her string color. Ding Qingzhou said.

Day Baer's product line is very rich, both underwear products, and home clothes. Ding Qingzhou said: "the rich product line overcomes the difficulty of supporting single stores. Baer underwear and Leisure wear The proportion of products is about 5:5, which is difficult for ordinary underwear brands or household clothes brands. And dealers can choose to distribute flexibly, in the underwear business area, underwear products more, suitable for home clothing business circle, home clothes products more. "

In addition, the rich product line is easy to support the Baer store mode. According to Ding Qingzhou, at present, they have opened several hundred square meters of Japanese living hall of Baer, which shows well the brand image of Baer. In the future, Baer will take the development mode of street development, which is dominated by street shops and shopping malls as auxiliary. Among them, large stores will maintain about 20% of the total number of terminals.

It is worth mentioning that, in order to fully protect the interests of dealers, Baer adopted a mechanism to recall the goods businesses, which perfectly solved the biggest problem of inventory - inventory problem.

With this kind of interest, relying on the experience of mature operation and strong strength of lightness, Baer's rapid rise is just around the corner.

　　 Persist in public welfare and stick to corporate social responsibility

A company that can be called an excellent company must be a social responsibility enterprise. This is a concept that Yan Shaofeng, chairman of the group, has always adhered to in the course of developing enterprises.

At present, there are still a large number of women in China who do not know how to choose underwear correctly and wear underwear. And because of the choice of too large or too small underwear, it is easy to cause some damage to the body, and even lead to some serious diseases such as breast cancer. In this regard, as an underwear business entrepreneur, Yan Shao Feng felt a deep sense of responsibility. Based on such a sense of social responsibility, Wright Nice became the first strategic partner of China's "Pink Ribbon" in 2007. For a long time, her support for the pink ribbon business will continue throughout the years, and she will continue to care for women's health.

"As an underwear enterprise, we want to sell underwear products, but more importantly, we should teach our customers how to choose underwear correctly." As an entrepreneur, Yan Shaofeng wrote the book "the biggest secret of losing weight in functional underwear," which guides people to wear underwear correctly and healthily. At the same time, as long as consumers enter into the hotel, the shop assistants will teach them relevant knowledge.

In fact, since its entry into the domestic market, its public welfare has never stopped. In 2005, Lightness International Group launched a global fundraising campaign for the tsunami affected areas in Indonesia. In 2006, the "caring for orphans" grew up in Sanya, Southeast Asia and Egypt. In 2007, a nationwide campaign to buy underwear and donate breast cancer fund was launched in 2007. 2008 512 Sichuan earthquake was a major global fundraising. After becoming a strategic partner of the China Society for social work's prevention and treatment of breast cancer, the two sides held the largest and most authoritative "Pink Ribbon" campaign in China in order to mobilize women in the whole society to attach importance to breast health and fight against breast cancer. It is reported that the activity cost about ten million yuan. By 2011, there were 300 public health lectures on breast conservation and disease prevention in 40 cities across the country.

The demand of women is the eternal pursuit of lightness. Under the multi brand strategy, Wright Nice will create more happiness, beauty and health for women, and let them enjoy their lives.