Service Changing Underwear Supply Chain

　　 "Hard work" can only get twice the result with half the effort.

Shanghai Bejirog Wu Yiming, chairman of home furnishing Underwear Co. Ltd.

With the acceleration of China's urbanization process and the upgrading of the concept of individual consumption, household clothing is generally regarded as one of the most promising categories and potential markets in many categories of underwear products. Although the promotion of the concept of home furnishing is still in its infancy, it is possible for those who can gain a foothold at this stage to gain enormous gains in the future. As a matter of fact, the sales of home furnishing products at this stage are not ideal, because there are deep-rooted old production and marketing concepts in many home furnishing enterprises and industrial clusters, which have a great impact on the promotion of downstream distributors and terminals to online sales. After a general survey of the production of home furnishing enterprises, we know that many home furnishing enterprises are developing by relying on hundreds of editions. The production of the quarterly products is the production of dozens of lines and hundreds of styles together, and it is pushed to the front and market of the dealer again. Even when individual styles encounter hot sales and demand exceeds supply, sellers hope that manufacturers will often encounter shortages when replenishing goods as soon as possible. When this phenomenon extends to online e-commerce, the impact is even more serious. It takes a lot of input to cultivate a mature commodity link. It can be said that a link also contains all the "family property" of online sales of this product. When the online sale of a product is hot, if the shortage is encountered or the replenishment is not in time, the loss of this link is huge or even fatal. Because of this, the sales of home clothing are generally less than that of thermal underwear, bra, underwear and other knitted products. Therefore, if the manufacturer's production activities do not form a good linkage relationship with downstream distribution channels and consumption forms, it can only get twice the result with half the effort.

　　 Underwear business is insisting on victory

Shenyang Bao Fang Group Chairman Gao Mingbao

E-commerce and physical stores will never be a "life to death" relationship, but should complement each other and promote each other. In the past, some agents did not support the development of e-commerce by brands. They believed that this would have a huge impact on the sales and profits of physical stores. There are also some agents who support the brand development online business and believe that this will help improve the overall image of the brand.

On the one hand, in terms of e-commerce itself, its impact on the entity store exists, but it is by no means fatal. Because the era of online sales has arrived, the development of e-commerce is the general trend. This is like the war in the Cold War era, relying on the process of competing with each other and grabbing the share. The electricity supplier's market is there, and if we don't do it, we will be captured by our competitors. On the other hand, from the point of view of agents, their sales activities are all developed on the basis of changes in consumption patterns. Simply put, what consumers buy is what we buy; what channels consumers buy through what channels we should sell. Consumers themselves will not consider the game of channel profits when they consume. Consumers only care about whether the consumption process is suitable for themselves, and they are concerned about the price and value attributes of goods.

Therefore, in the face of the demand of new channels, dealers should be flexible in their business thinking, whether they are mature products such as underwear, bra and shorts, or new products such as household clothes. Of course, we believe that branded products, especially underwear products, will not get rich returns immediately at the beginning of the development of online business, or even far less than the sales profits of physical stores. I believe that as long as the brand and dealers continue to work hard, with the gradual maturity of the underwear business format, underwear business will have broad prospects.

　　 Retailers need convenient information.

　　 Women's department store Zhao Baishuang, chairman of chain store

From processing and production to consumers, products need to go through the links of manufacturers, brands and terminals. Brands, distributors and terminal providers at the middle level of the supply chain are basically providing services at both ends of the supply chain. Therefore, in the process of meeting the needs of customers, any intermediate service link may be replaced. Under such a relationship, the flow of information between them is particularly important.

In the actual underwear sales activities, we found that in some of the underwear shops in Central Plains, the best selling condition is middle-aged and elderly thermal underwear. Nowadays, younger female consumers are less and less in demand for thermal underwear. Compared with single style thermal underwear, they prefer a more fashionable and highly matched bottoming underwear. Therefore, many dealers engaged in underwear category are more willing to purchase underwear for young consumers. This also fully shows that the demands of consumers determine the actual demand of the market.

Then, how many such demand information is conveyed to the upper and middle levels of the supply chain at the first time? In fact, retailers and terminal operators have high thirst for quality products with better market performance, but they do not have enough experience and resources to get the needed goods in time. At this point, the distributors and manufacturers who provide services are required to share timely information and resources. In other words, the flattening of the channel will be a necessary choice to shorten the "nerve reflex arc" in the supply chain. To be exact, we should realize the higher profit transformation process through the high degree of information flow and the close communication between channels.

In today's information age, open communication should be emphasized by upstream enterprises such as manufacturers and distributors, so as to promote the harmonious development of all links in the supply chain.

　　 Zero distance communication with consumers

Liu Xiaozhen, executive director of top Group

Nowadays, the underwear industry has entered the era of high cost. Enhancing the added value of the brand is an important way to make profits in the supply chain. Since its inception in 2002, the top brand has always been the main research and development direction of colored cotton underwear. It is precisely because of this, technology innovation gives brand products unique differentiation attributes, so that the top color cotton underwear in the underwear homogenization competition to stand out. Since the birth of the brand, the supply channel of the top brand has changed a lot. As a responsible person in R & D and planning, I have a personal feeling.

In the multiple orders of brands, we find that buyers are generally not allowed to choose the actual goods, which results in the fact that the actual sales situation is not as good as expected. So we realized that we should start from the reality of front-line sales to provide customers with the most popular products. To this end, we should create a brand open shop and communicate with consumers one to one. By observing the docking between products and consumers, we find out which products are more suitable for consumers.

Not only that, but because we have our own factories and production lines, we have a quick response to the needs of the market. Through feedback from direct outlets and distributors, the factory can understand the market demand information and respond in time. In this process, we need to prepare sufficient surface and auxiliary materials for production, and then put into production immediately after receiving feedback information. Under strict control of quality, it often takes less than 10 days to replenish hot goods into the terminal. In this way, selling and doing, while doing the mode of watching, unblocked the circulation of product channels, so that enterprises firmly grasp the pace of market changes, but also received the unanimous approval of dealers.