Zheng Yaonan: I Think The Next 5 Years Will Be The Best Opportunity.

Underwear market is mixed and chaotic, "everyone is fighting."

Take the "spot replenishment" mode, the inventory rate is very low.

In view of the particularity of the Chinese market, the company mainly deals with diversified brand strategy.

British and American culture is the driving force of culture, China is a non driven culture, and therefore requires multiple brands.

Zheng Yaonan: Chinese underwear market is mixed and chaotic. Many people in this market are doing, all kinds of concepts are there, everyone is fighting.

Now the underwear consumption of domestic consumers, from the enlightenment stage to the awakening stage, is a very important stage.

The Enlightenment period is very chaotic, and there will be brand concentration in the wake up period. Consumers are more willing to choose products with better quality, fashion sense and brand names. I think the next 5 years will be the best opportunity.

And we hope that the urban beauty will account for the 20% market share of China's underwear market.

Reporter: will the future shift from the three or four line market to a second tier city?

Zheng Yaonan: Yes.

The three or four line market in China is the most profitable place and the largest number of shops. A second tier city is a good opportunity for us in the future.

Now we have become more famous and need to be pformed into loyalty and reputation.

We will layout in the first and second tier cities and enter the local Shoppingm all, with more gradient construction.

What we need to do is "small and beautiful", China.

It is too complex to communicate with consumers with different product structure. It is difficult to open the Chinese market by only one product category.

If a county in Henan is different from the Pudong District in Shanghai, the business of doing the same kind of goods can not be done.

So our store in Henan will be 50 square meters, brightly coloured, and more petty in Shanghai, more plain and elegant.

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Reporter: the outside world thinks that the model of city beauty is very special.

Zheng Yaonan: we spent 7 years building the company's IT system. Every store installed equipment, every hour of consumption was recorded, and finally the consumption preference.

Today, the company sets 5 shop types, divided into high and low end, divided into North South market, a total of 25 stereotypes.

Each dealer has personalized service, what products to be set up, we have supervision and follow up, and data for reference.

The "spot replenishment" mode was adopted. Last week, the shop sold 10 items, and this week it made up 10. Last week, it sold 5 units and sold 5 this week, so our stock rate is very low, which is different from the previous 6 month advance order mode.

The newly opened shop is equivalent to having an ID card, which is based on the sales history of this type of shop in the past.

And 6 months after the opening of the store, if the company's judgment error can be returned, then the goods that go back to the store are suitable for your market. In the future, your product is to achieve rolling replenishment.

Basically, 80% of the goods are suitable for you, and the remaining 20% are not suitable for us to sell out in the five quarter.

Spring, summer, autumn and winter are divided into four seasons, each product plays different roles in different seasons, such as spring is a profit, summer is "profit cash", autumn is cash recovery, discount is deeper, winter is on the shelf, at the beginning of second, it is cleared.

In this process, the company will make sales promotion according to the fluctuation of sales.