Sun Hu, A Businessman In Anhui, Founded The Domestic Brand Of Machine Washable Underwear.

4 years ago, sun Hu, an electric car battery dealer, found that the bra that had been washed directly by washing machines had appeared, but there was no independent brand yet.

As a result, he excavated a new field in the traditional underwear industry, and built the underwear brand of "Su Rui underwear".

In early 2000, the Navy Air Force sun Hu took off his uniform and left the Paracel Islands where he had been guarding for more than two years.

That year, he was under 20 years old. After returning to the land from the vast sea, he began to think about where to go in the future. After a year's introduction, he came to the completely unknown Taizhou and started his career life by acting as an electric vehicle battery brand.

Over the years, the sales of electric vehicle batteries by sun Hu has reached hundreds of millions of yuan, and his company has become the largest battery supplier of famous electric vehicle brands such as green and green.

But Sun Hu is not satisfied with everything.

"The traditional circulation industry has the problem of arrears, and the batteries of electric vehicles are more troublesome after sale and environmental protection, so I was thinking of pforming into something new at that time."

Sun Hu said that the underwear retailing industry does not have the problem of arrears, and it is easy to sell after sale, not to worry about environmental problems. So he chose underwear as the direction of pformation.

Acting in a section.

Two years later, he decided to build his own brand.

"I want to be a dumbbell chain, and control the R & D and marketing channels, and OEM in the middle, outsourcing to a more professional production plant."

In 2010, Sun Hu set up a R & D center in Shanghai, taking the first step towards Bra kingdom.

The secret is that the machine washs the bra's steel ring which is not easy to deform.

In 2012, "38" women's day, "Su Rui underwear" opened the first store in Luqiao, new products were soon welcomed by the market.

Today, this brand store has more than 80 in Zhejiang, Shanghai and other places.

You can see the advertisement of Su Rui underwear in the streets of Taizhou.

What products can he find in the "Red Sea market" of underwear?

Sun Hu showed two different kinds of bra steel rings, one made of ordinary stainless steel and easy to bend.

"This is the steel ring used in general bra, and even the products of big brands are mostly made of steel rings, so people's traditional impression is that the bra can only be washed by hand, even if machine washes should be carefully washed."

The other is made of alloys containing nickel and titanium.

In sun Hu's hand, this type

It can be quickly reduced by twisting into various shapes at will.

After deliberate violent twisting, a tiny crease in the steel ring was unable to recover. Sun Hu immersed it in hot water soon, and the tiny crease almost disappeared.

"This is the secret of my product."

Sun Hu said.

"During a visit to Guangdong, I found that many manufacturers used the steel ring when making a OEM for a big brand, but this is only one of the brands.

At that time, I thought, "why don't I do this kind of brassiere?" Sun Hu said.

Sun Hu believes that good products are more persuasive than other concepts, and word of mouth will become the best means of marketing.

"But the cost is also obvious. The ordinary steel ring is three or four pairs of wool. Our steel rim price is ten times or even higher than that of the ordinary steel ring. The domestic production has not been imported yet, but the added value is high. Our underwear price is between 200 yuan and 400 yuan."

Good products also need good marketing.

In terms of marketing, sun Hu abandoned the traditional channel sales and adopted a single store franchise mode.

He made the underwear store to make 4S shop, so that consumers can enjoy one-stop service.

"Our underwear is the main market for healthy adjustment.

When women wear our underwear, their breasts will look more stylish.

In addition, we also have different kinds of items such as general money, bride special sticker, sports type and so on.

Sun Hu said.

In addition, sun Hu also produces pajamas and home clothes.

"Because when people buy something, they have the idea of buying a complete set in the same brand, which is also the inspiration from consumer psychology."

"In addition, after-sale ancillary services are also important, underwear purchased here can enjoy lifelong disinfection services, consumers can enjoy chest care experience."

Sun Hu said.

New products, new marketing ideas, so that "Su Rui" this young.

In Zhejiang, we have gained a firm foothold.

"Many customers use our products, and feel very market prospect, and then join us. Many franchisees are open like this."

Sun Hu said.

"Our franchisor stores average monthly sales volume of about 250 thousand yuan, the retail price is between 200 yuan and 400 yuan, while Taizhou's excellent boutique women's clothing stores are currently selling around 200 thousand yuan per month."

Sun Hu said.

"This shows that our customers and turnover rates are very high."

Sun Hu said that his R & D and marketing team is in training and will go out of Taizhou next year, based on Shanghai and Zhejiang, and expand to two regions of Chongqing and Xi'an.