The Pformation Of The Cat Underwear Second "Han Du Clothes House" Will Be Born

June 1st, a few days ago, fashion underwear brand cat people officially released the "M-BBC strategy" - the "unidirectional underwear manufacturer".

For the whole category of "brand export platform", suppliers will directly supply to online retail terminals.

The cat group provides services for suppliers and retailers, such as brand output, visual merchandising, partner communication and so on.

Ying Lin, chairman of cat group group, said it plans to break through 2 billion yuan in the next 3 years, and launch the listing plan.

In 2015, the annual sales volume of the cat business was about 350 million yuan, ranking first in the Tmall thermal underwear, and ranked sixth in the underwear category.

Cat people have to achieve annual sales of 2 billion yuan online. Can "M-BBC strategy" bring such a great value added space to them?

Reporters learned that the pformation of the cat has made two directions of adjustment:

The first direction is to expand outward, and export the brand with a market value of about 3 billion yuan as assets value to suppliers and brands. New categories such as men's wear, women's wear, feather and down, stockings, home textiles and children's clothing are added to fill the cat's blank market.

According to a set of data provided by Peng Yu, general manager of the cat business, in 2015, the market size of the whole category of Amoy underwear reached 40 billion yuan, of which three categories of socks, pajamas and underwear were the most demanding, with a market scale of over 25 billion 300 million yuan.

Peng Yu revealed that with the help of the "M-BBC mode", the online sales of Cat brand will reach 500 million yuan in the year. In the next three years, the cat will cooperate with 40 suppliers who sell more than 50 million yuan.

The second way is to go to the light supply chain.

In the new chain, the product is produced by the exclusive supplier of each category, and then supplied directly to the third party retailer or TP company. The retailer endorsed the product with the cat brand.

The cat business operator is responsible for product design and quality control, eliminating inventory management and capital investment links from the original structure.

Peng Yu believes that for cat owners, whether in the management system or in the operating system will become lighter, in the future will spend more resources and energy focused on brand building and product development.

Small products and big markets should pay more attention to the field of subdivision, form a strategic alliance with the best quality and creative suppliers in the industry, attach importance to product development and design, attach importance to brand tonal and consumer experience, and enhance brand value.

For suppliers, the roles of suppliers and retailers can be combined into one. After participating in the market, they can respond quickly to the flexible supply chain and save communication costs.

The response speed of some categories of supply chain can reach 3 to 5 days.

Cat pformation light mode, spirit likeness

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Once pformed, the market role of cat people will change.

No cost of capital and no inventory, from traditional clothing enterprises to brand management companies.

The funds released will be used for capitalization operations.

It includes establishing merger fund, establishing joint venture company, providing financial loan and so on.

Chairman Lin Lin said that the supply chain system is more suitable for making explosive products. The goal of the cat group is to achieve the 2/3 of the underwear category from the catwalk system, and the market share will be increased to 20%.

In order to achieve the three party integration of the supply chain, it is reported that the cat will launch the B2B system to open all kinds of resources.

Reporters learned that, at present, the cat's idea of blasting money, in the micro business has better data performance, within 3 months, the amount has been more than 100 million yuan.

It is not difficult to find that the M-BBC mode of cat people is very similar to that of Han Du Yi house, which is the integration of supply chain resources. Its biggest feature is that it can achieve many styles, fast updates and quick returns.

According to the data, there are 30000 new models in Han Du house.

Homogenization competition leads to brand pformation

According to a brand of underwear industry, at present, the underwear market in China is low due to low technical content, and the phenomenon of homogenization is serious.

In recent years, the price war of online businesses has become increasingly fierce, and even businesses have priced out a box of 39.9 packages, so that many quality businesses can not afford it.

On the other hand, traditional enterprises have no advantages in face of the increasingly fast fashion supply chain in the apparel industry, and they also face the pressure of high inventory, and the pformation is imminent.

Billion billion power network learned that a few years ago, the South Pole tried to extend to multiple categories, from the dominant underwear to men's clothing, women's wear, children's clothing, mother and baby, home textiles and other categories.

At the same time, Antarctic business operators have opened their own flexible supply chain parks, supply chain finance and other core businesses, and created a cluster of subsidiaries that cover the one-stop service of the US, including visual design, micro channel operation, garlic and big data.

Relying on this model, in 2015, the electricity sales of the South Pole increased by 42.30%, and the net profit from the parent company increased by 158.37%.

Compared with the south pole, the M-BBC mode of the cat man is characterized by the fact that retailers and suppliers are in a strategic partnership position, and the two do not need to consider the operation of the brand.

In addition, due to the entry threshold of vip.com, Jingdong and other platforms, the cat brand endorsement for suppliers and retailers has solved its online business problems.

A brand analyst said that China's underwear brand still has a lot of homework to do to improve its market share and enhance its technical barriers.

From the perspective of cat people, at present, its technical means are in the use of new materials, such as negative ions and bamboo charcoal fibers, but the threshold of this technology has been popularized.

Some analysts say that in the Chinese market, there has not yet been a lingerie brand with a high market share.

The loyalty is not high.