Cai Ting: From Selling Underwear To Selling Culture

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< p style= "text-align: center" > Mr. Cai Ruming, chairman of Guangdong Cai Ting underwear Industrial Co., Ltd. < /p >

< p > > a href= "http://sjfzxm.com/pioneer/" > Guangdong Choi Ting Industrial Co., Ltd. < /a >, founded in 1992, is located in Guangdong, known as "China underwear town", "a href=" http://sjfzxm.com/news/index_p.asp "Shantou" Chen Dian town "/a", is a research and development, design, production and sales of underwear enterprises.

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< p > CAI Ting has been committed to the beautiful cause of young women. The bra is the main direction of production, and covers many types, such as home, body shaping, suspenders and thermal insulation.

In the design process, adhere to the beautiful, fashionable, smart design style, with the idea of lace to design different styles of products, the modern dynamic and lively and traditional charm and beauty.

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< p > CAI Ting, with the idea of "closer and more understanding of you" as the precursor, disseminates the culture of underwear as a term of office.

In the past 20 years, Cai Ting has been more and more successful under the leadership of Mr. Cai Ruming, the chairman of the company.

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< p > reporter: Cai Ting has gone through twenty years of development. What is the core competitiveness of the brand? < /p >

< p > CAI Tsai: the core competitiveness of CAI Ting is to insist on introducing an active professional service in the past twenty years.

I have entered the underwear industry since the first bra factory in 83 years ago, and I have been working hard in the 92 years to build my own business, focusing on the underwear industry.

"Professionalism" must first "focus". In the past twenty years, Cai Ting underwear has been constantly innovating and breakthroughs. In the next five years, we will take the dissemination of underwear knowledge as our mission, and train the terminal traders to be professional underwear professionals, so that they can serve the front-line consumer groups and truly convey the value of conveying underwear culture.

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< p > at present, the underwear industry is in the international economic crisis. When it comes to the 20th anniversary celebration, the brand promotion is positioned as a second line brand. This is not a slogan. Cai Ting will put the interests of consumers first, take more social responsibilities, and serve the consumers down-to-earth and realize the sustainable development of enterprises.

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P: reporters: many lingerie brands are still in the stage of making products. To really make brands need to establish brand culture. What kind of experience does Cai Ting have in shaping culture? < /p >

< p > CAI: at present, Chinese women's consumer groups are very short of underwear knowledge. According to the survey, 87% of women in Shanghai do not understand underwear knowledge. In 2011, University of Hong Kong conducted a survey of Asian women, and 97% of women did not understand underwear knowledge.

China's breast disease ranks first in the world. Consumers are faced with problems such as high work pressure and lack of knowledge about underwear.

Every Choi Ting people are the promoters of health and beauty. Our core values are "closer, more understanding of you".

We take the lead in adopting the "international universal bra standard size" in the industry, and make the cup grading more detailed. For example, usually a "A" cup, the color Ting company is divided into three cups, namely "A-", "normal A" and "A+".

At the same time, our first creation of a scientific and correct method of measuring the breast breast chassis, through accurate measurements, so that the bra is more precise corresponding to the different chest type, care for the health of female breasts.

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< p > CAI Ting "sell products" to "sell culture". We have greatly strengthened the propaganda of underwear knowledge. In the industry, we have held the "color Ting health beauty consultant training camp" and "Cai Ting health lingerie knowledge lecture Salon", "special training camp" for shopping guide, "salon" for consumers, all free of charge, free to listen.

In the special training camp, the "shopping guide" is no longer a "shopping guide", but a "healthy body consultant". It is necessary to pass the double examination of theoretical knowledge and practical skills to get the qualification certificate.

Many consumers wear underwear for more than a decade due to their lack of knowledge. They have improved their dress and beauty and confidence through the knowledge of underwear designed by our health consultant.

Cai Ting has ensured consumers' health and beauty.

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< p > reporter: what is the significance of the activity of < < a href= "http://sjfzxm.com/news/index_h.asp > > thirteen Ting Chai > /a > held by your company?

< p > CAI Tsai: Cai Ting integrates the traditional underwear culture into the traditional cultural elements. Taking Jinling thirteen slits as a potential point, it spreads the underwear culture through event marketing. "Cai Ting thirteen Chai" is a common interpretation of oriental classical beauty by 13 actresses.

In December 13, 2012, the "Choi Ting thirteen hairpin" was launched in Nanjing, and will start in various provinces and cities in 2013.

This has played an important role in promoting Tsai Ting as a second tier brand.

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< p > reporter: you mentioned the second tier brand just now. At the moment, the second line brand is greatly affected by online shopping and fast fashion. How will Cai Ting deal with this challenge as a second line brand? < /p >

< p > CAI Tsai: online shopping needs a growth process. The majority of Amoy brands are mainly based on low prices. The real brand is not measured by price but measured by value. Fast fashion is fast and convenient, economical and practical, but it can not very well reflect and disseminate underwear culture.

If a brand can not enhance the gold content of its brand and truly establish its own brand, it will not achieve the brand value and significance.

Choi Ting will be more focused and professional, through the "selling culture" to reflect the value beyond life, this is the meaning of the brand, the dissemination of underwear culture is our mission.

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< p > reporter: what is the planning for the 5-10 years in the future? < /p >

< p > CAI Ting will separate production and marketing, marketing companies are independent, agents become shareholders, and strong companies can join hands to develop rapidly.

The market will implement "flat channel". Now the provincial agents may become municipal agents or county-level agents in the future, reducing the intermediate links in marketing channels, achieving marketing and information optimization, and sharing faster.

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