The Antarctic Creates "UNIQLO" In Underwear.

In 2008, under the influence of the international financial crisis, enterprises expressed their welcome winter, especially the thermal underwear enterprises, because of its seasonal constraints, it was even more difficult.

In the cry of a cold winter, one of the lingerie brands, the south pole, has made gratifying achievements.

According to Zhang Yuxiang, chairman of Shanghai Antarctic Textile Development Co., Ltd., in 2008, 2 million sets of underwear were sold for the south pole, up 30% from 2007.

The south pole has successfully broken through its bottleneck period through pformation, and has its own plan for the 2009 goal.

It is learnt that Antarctica was founded in 1998.

At the beginning of the business, Zhang Yuxiang, chairman of the board, succeeded in developing the thermal underwear with patented technology.

Over the next few years, the Antarctic company has won many honors such as "China famous brand", "China famous trademark" and "state inspection free certification". It has established more than 20000 sales terminal networks and large-scale R & D and production bases nationwide, and has 15 million consumers. The brand awareness rate in China is as high as 88.9%, and its brand value exceeds 1 billion yuan.

Zhang Yuxiang said that the growth of performance was mainly due to the pformation of enterprises. The biggest move was brand authorization and the development of the South Pole community.

At present, the Antarctic has formed a community with 4 factory associations. This year, the target has been developed to 15. In the form of equity participation or cooperation, "brand as a link and interest sharing", the interests of factories and the company of the south pole are tied together to achieve a win-win situation.

Brand licensing is a shortcut to grow and expand.

For manufacturers, obtaining brand licensing is like riding a free ride. They can get more benefits from the development concept, mature customers and brand value of the Antarctic company, and at the same time achieve production profits and operating profits.

The distribution rights of the brand extension project of the South Pole have been scrambled for a day. The signing rate of the Investment Promotion Association reached 100% on that day, and the national marketing network was built in only 40 days.

For the Antarctic company, it is the comprehensive resource advantage and the maximization of cost utilization.

Zhang Yuxiang said that Shanghai has insufficient production oriented SMEs. For example, land costs and labor costs are relatively high. If the same underwear with a value of 100 yuan is processed in Jiangsu and Shanghai, the cost will differ by more than 15%.

After the formation of the community, the South Pole company is a brain company, mainly engaged in brand operation, responsible for overall scheduling.

With the joining of factories, the product development and production capacity of the southern brand has been greatly improved, and the overall competitiveness has increased by more than several times.

In order to ensure the innovation and competitiveness of the product development, the Antarctic company and the community factory jointly develop products, and fully consider the needs of consumers from all aspects of product planning, product planning and product positioning.

It is understood that in 2009, the Antarctic people launched the 5 series of wool world series, warmth expert series, modal boutique series, fashion world series, body beauty skin series and so on. There are only 17 varieties of wool world series.

In order to ensure the quality of products, the Antarctic community checks through factory self inspection, company sampling inspection, re inspection, consumer complaints, national sampling inspection and other procedures.

The strong R & D capability makes it possible for the south pole to adjust its product structure from single thermal underwear to four quarter underwear.

Zhang Yuxiang believes that the underwear brand of warm underwear brand is the trend of the industry in autumn and winter.

Since 2008, the sales volume of four seasons underwear products launched by the Antarctic has been greatly improved, which fully proves the correctness of the development of the brand community of the South Pole.

At the same time, the Antarctic also entered into the field of Western clothing, trousers, sweaters, home textiles and other related clothing fields, and made some achievements.

While expanding the scale, the south people do not forget meticulous management.

On the terminal, the Antarctic will build fine channels. In 2009, the Antarctic people are going to open 50 community outlets in Shanghai, so that consumers can buy underwear as convenient as supermarkets.

Zhang Yuxiang believes that with the improvement of people's consumption level and changes in hygiene habits, underwear has been pformed from durable goods to consumer goods or fast moving consumer goods.

Besides refining the terminal, the refinement of cost is also the pride of the south.

It is understood that the financial analysis system of the Antarctic can refine the administrative expenses of the company, and the revenues and expenditures per person, daily, monthly and annual can be seen at a glance, and at the same time, the final accounts are evaluated and the budget is improved so as to achieve the cost optimization.

Zhang Yuxiang has confidence in the domestic market in 2009. The sales target of the south pole is to upgrade 70%~80% to 300~400 10000 on the basis of 2008, and the south pole should make "UNIQLO" in underwear.

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