Small Underwear Business: Design Also Has Very Hard Real Skills.

When there is a voice saying that most small and medium-sized underwear enterprises live on copy, live in the market, "pick up the leak" and "play the edge ball" to eat together, and when the voice says that small and medium-sized underwear enterprises do not understand the design at all, the reporters are crying out for those underwear companies that are really designing.

Indeed, a large number of small and medium-sized enterprises are just like those voices. They live by copying copies, stepping on the footprints of big enterprises and big brands, competing for the small share of the marginal market that the big enterprises have no intention of taking care of; among these small businesses, there are also some unusual enterprises. They are seriously designing every season's products, relying on the idea of steady and steady ground, and looking forward to the day when their enterprises grow. After all, large enterprises are coming step by step in the process of being young.

There are also some. Perennial Small and medium-sized underwear enterprises, which rely on foundry, are also providing product design for large enterprises at the same time as OEM. Although large enterprises have their own product design and R & D teams, they sometimes buy some design manuscripts from other enterprises, or cooperate with special product designs. In these small and medium-sized enterprises with certain design ability, they also have their own design team and fixed technical partners. Their observation and judgement on the market are different from those of large enterprises. But because of different perspectives, they have the strength to design and sell large enterprises' products.

　 Less care and throw away Arm To design

Last year, Guangdong Ding Tai Garments Industry Co., Ltd., a leading manufacturer of lingerie brand, was introduced in Zhongshan, China. They insisted on their own brand JK. They insisted on the independence of production technology and style design. "We belong to small and medium enterprises, and the experience of OEM for the first tier enterprises has also accumulated mature production technology and management experience, so there is no difficulty in the operation of the brand. We develop our own brand and accept the order OEM at the same time, so there is no problem in the profitability and survival of the enterprises." Product manager Liu Xinjing firmly said, "OEM + brand" walking mode of two legs can enable our enterprises to develop in parallel. In contrast, the lack of control over improper product design by large enterprises is also a reason for small and medium-sized underwear enterprises to make full efforts in product design.

"I think the cultivation of brands is like caring for their children. We need to keep up with them, grow old, and stick to their bottom line. If the bottom line sticks, we will grow into a good brand. But if the bottom line is not strong enough, it will inevitably become a" four odd "foundry enterprise. Liu Xinjing said that the bottom line is the assurance of the independence of product technology and style design. The insistence on this link and the protection of foundry income is only one aspect, and strict demands on oneself can be the basis for independent development and design.

In fact, in the small and medium-sized enterprises, they also attach great importance to the design link. R & D capability is fundamental to us. Liu Xinjing said, "small and medium-sized underwear enterprises are not unable to produce good products, but many times they want to relax their requirements in terms of quantity." Perhaps this is one of the answers to the lack of independent design of small and medium-sized underwear enterprises.

" We Of course, their products must be treated well. Small and medium-sized underwear enterprises are more likely to achieve precise design and precise production, and aim at precise sales in the target market. Lin Shixun, marketing director of Guangdong Zhongshan Jian Ao Clothing Co., Ltd. said that it is not so difficult for small and medium-sized underwear enterprises to stick to their own standards and rely on design profits.

　 Short themes make products profitable for short periods.

Some people say that the small and medium sized underwear enterprises in the industry do not survive in the market which is ignored by large enterprises. Therefore, when emphasizing the market segmentation and precise positioning, the market coverage of small and medium-sized underwear enterprises is narrow, which is not necessarily a bad thing. In the past two years, a lot of enterprises are worried about their own development prospects in the underwear market with relatively high saturation. However, some enterprises have joined the struggle force of self created brands in the past two years. For this reason, Liu Xinjing believes that as long as we can find out the differentiation of products, we can still open the market.

According to Lin Shixun, due to the fine technology, precise market positioning and fashionable style, in the less than two days of this year's underwear exhibition in Shenzhen, forty or fifty interested customers came to the booth to negotiate. Lin Shixun said that their enterprises sometimes focus on developing products that are not done by some big businesses. Compared with products with long development cycle, this kind of "periodic" small cycle products will be better landing and sell better performance in a short time. Large enterprises will strive for excellence in every level of design, so this timeliness and strong theme product is not always the market that they will grasp, which has virtually left some market space for the development of small and medium-sized underwear enterprises.

Small businesses can also lead fashions.

Although it is a newly established small and medium-sized brand, it is no longer behind the first-line brand in terms of technological details. Liu Xinjing said: "compared to women's underwear, men's underwear technology is generally relatively simple, we specially designed the application of convex technology." According to the introduction, this technology is generally used in the production of women's underwear mold cups, and there are very few applications on male underwear. "The details that we added in the process design have changed some of the original pressing process, making the dress more comfortable and fixed. Although the cost has increased by several yuan, this innovation alone is enough to cause the attention of the market and customers."

"Including these high count T-shirts, when most of the enterprises are producing 40 ~60 T-shirts, our brand is producing 80 ~120 T-shirts, double-sided tailored fabrics, and randomly cut edges will not appear curly and deformed. The design is simple and generous, and can be worn inside and outside." Liu Xinjing said.

At present, the use of such a high number of production is basically first-line brand, because increasing the number of branches will lead to higher production costs, and for dealers, accepting such a high profit product also means there will be a problem of pressing goods, resulting in losses, so it is not selling well, but the comfort brought by high branching will become the development direction of T-shirt in the future. "Now we make our own entities, lowering the price of the market segments to the acceptable price of ordinary consumers, and the sale is opened." Liu Xinjing said.

Different from big enterprises, each product has been promoted comprehensively. Small and medium-sized enterprises are more likely to make progress in the details of process and design, subdividing technology and developing trend. These small details may become the future direction of underwear industry, and small and medium-sized underwear enterprises will also become pioneers of fashion design.