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The Near Future And Distant Worry Of Underwear Enterprises' Growth

2014/8/15 14:13:00 41

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Underwear Enterprise AI Dai Underwear Brand

because of the large number of brands, and the resources that the group grasps is fixed, it is inevitable that there will be a big difference. Instead, it is not conducive to the development of weak brands and the upgrading of the collective level of their brands.

For underwear enterprises with a certain scale, the wages of workers are a fixed expenditure. The private brand's off-season production can not only enable enterprises to make profits at low risk, but also stabilize the number of workers in the enterprise and maintain the best production line by receiving OEM orders.

there are many a href= "http:// www.91se91.com/news/index_f.asp" > underwear enterprise < /a > the way of development is from the beginning of foundry. After accumulating certain strength through the foundry, they will gradually develop their own private brand, then develop their own brand, get rid of the dependence on the profit from the OEM, and become an underwear enterprise with their own size and style. These enterprises have their own independent design teams and factories, and also have a relatively stable market share.

And then?

just as children face the choice of development direction when they grow up, underwear enterprises will also face the choice of development mode in their development.

Some underwear enterprises choose to narrow the market positioning of existing brands, so as to divide some target groups to leave room for development of new brands, and gradually introduce the brand to the development path of refinement, and enhance the coverage of brands to the market so as to enhance the strength of enterprises.

A number of underwear enterprises have abandoned the innovation and development path after the brand development is relatively sound. With the production line and production technology, they began to develop as a foundry enterprise. They did not need to rack their brains to think about new products. They could also receive many processing orders to maintain the development of enterprises.

For the time being, these two models have strong advantages and are also helpful to the development of enterprises, but they are not the long-term solutions for the development of large-scale underwear enterprises.

mode 1: .

brand is more, positioning is more detailed

take Foshan Maple lotus underwear Group Co., Ltd. as an example.

The company has created four fashion underwear brands: "Maple Lotus", "Ai Dai", "Lan Yue Er", "secret" and < a href= "http:// www.91se91.com/news/index_f.asp" > AI Dai < /a > body carving series.

Among them, the "Maple Lotus" brand takes the design concept and products of "sexy, seductive, romantic and comfortable" to create an antibacterial underwear brand. "Ai Dai" brand is built in a healthy, noble and elegant design style to create health < a href= "http:// www.91se91.com/news/index_f.asp" > underwear brand < /a >; "Lan Yue Er" brand takes the orientation of "youth, fashion and health" to create youth lingerie brand; "secret" brand takes the brand orientation of seduction, art and luxury, and uses the most modern energy technology weaving technology to create energy underwear brand; AI Dai body carving adopts revolutionary leading technology and new fabrics.

near excellent

through the division of the market of private brand, the underwear brand of maple lotus group has avoided the problem of the loss of internal competition due to the lack of clear positioning boundaries.

And this clear thinking has also brought the most direct benefits to maple lotus: according to Xu Jiahui, planning and promotion experience of Feng Lian Group, through the promotion of new and old brands, the MIMI, maple Lotus brand 2014 autumn and winter new products conference and brand order meeting in April this year have achieved good results in total orders exceeding 100 million yuan, compared with previous orders, the total amount of orders has doubled.

the company's brand has won the honorary title of "national quality testing qualified quality trustworthy product", "China's most potential health underwear brand", "consumer favorite brand" and "the most potential market brand", all of which indicate that the maple lotus group's accuracy and current development advantages of its multi brand planning are outstanding.

far worry > /strong > /p >

although at present, all brands of Fenglian group are thriving, but because of the brand and the business involved, so for the systematic development, Fenglian group also set up many supporting companies around its main business, such as Foshan Nanhai AI Dai Underwear Co., Ltd., Foshan Fenglian import and Export Co., Ltd., Foshan Nanhai Hongxiang underwear accessories Co., Ltd. and Foshan Nanhai Hongfeng Garments Co., Ltd.

although its supporting companies can solve the production and rationing of excipients, because they are all independent companies, they do not reduce the docking staff because they belong to the same group. Therefore, the use of the internal links and personnel in the group has not been effectively saved, and the phenomenon of redundant personnel in the enterprise is easy to emerge.

in addition, because of the large number of brands, and the resources that the group grasps is fixed, it is inevitable that there will be a big difference. It will not be conducive to the development of the weak brands and the upgrading of the brand's collective level.

for example, the existing Maple lotus, AI Dai and the new underwear brand "secret" show high market popularity, while "young, fashionable and healthy" positioning, creating "Lingyue" brand of Chinese youth underwear, is inferior to their own sisters.

To some extent, it has become a short board of maple lotus group, and has also disrupted their original plan of covering the market in all directions.

Sub market underwear enterprises have made good achievements, but because the main resources and strength of the early development of maple lotus are concentrated on the underwear of adult women, the decision to enter the field of girls' underwear is not very safe, and more investment is needed to see a larger return. This investment is not realistic for the profit point to earn Maple lotus mainly by adult female underwear. Even if a large amount of resources are invested in the research and development of girls' underwear, and certain research and development achievements are achieved, the gold content and sustainable utilization rate of maple Lotus can not be compared with the research and development achievements of adult women's underwear field. Therefore, investing too much money to expand the underwear market of girls is not necessarily conducive to the overall development of maple lotus. The market potential of girl underwear is huge.

mode two: .

target to order, more OEM than /strong > /p >

take Shantou Bailian Underwear Co., Ltd. as an example in the early development of its own brand and mature business.

After developing cherry, cherry, secret and cherry, Guo Haixiong, marketing director of the company, said at the Shenzhen underwear exhibition this year that the company mainly relied on the advanced underwear production equipment imported from Germany and Japan and the production technology accumulated in the production of its own brand, and gradually increased the proportion of the receiving order, and turned to the development direction based on the OEM.

near excellent

compared with the private brand invested in the early stage of development, the method of obtaining profits by means of production equipment directly bypasses the risk that the new product will not be sold after entering the market, and this link is almost the highest for the new underwear product.

the only cost required for foundry is the loss of machine operation and the use of workers.

In the case of professional OEM underwear companies, the order is not enough, which is even more frightening than the consequences of taking orders at a loss.

Because once there is a shortage of orders, there will be workers who are told not to work all day, and those who have more work hours to earn more wages will consider changing to the next business.

for the underwear enterprises with a certain scale, the wages of workers are a fixed expenditure. The private brand's off-season production can not only enable enterprises to make profits at low risk, but also stabilize the number of workers in the enterprise and maintain the best form of production lines by accepting OEM orders.

far worry > /strong > /p >

OEM orders have low cost and low risk, but profit margins are also very low, often relying on quantity to earn profits.

For underwear enterprises with a higher level of underwear, the underwear with lower production technology than their own products will lower their production line, and workers' technology and biochemistry can hardly return from the foundry to the production of their own brand models.

Enterprises themselves will gradually reduce the pace of development, it is difficult to adapt to the development of private brand products and then accept the fierce market survival mode.

the development of underwear enterprises with their own brands in the market itself is a process of going against the current and sailing backward.

Once the enterprise decides to adjust the greater proportion to the OEM, it has already issued the signal of the decline of the R & D capability and the weakening of the comprehensive competitiveness of the new products. At this time, the underwear enterprises can stabilize the existing state of the enterprises by receiving the OEM orders, and on the other hand, they should actively explore and improve the enterprise's innovation ability and get rid of the existing difficulties at an early date.

choose to increase the proportion of forerunning. At the same time, it means that the resources available to the development of the existing brand will be less and less. Therefore, it can be considered that the core competitiveness of the existing brands has begun to weaken. Once the brand new products are reduced, they will be faced with the danger of being out of the forefront of the market, and this initiative is also far worse than the new product's passive isolation from the market, because the brand that has voluntarily disengaged will no longer have a higher position than the leading brand of underwear, and it is also destined that the free brand will gradually move towards the back of the underwear market.