Gu Shan Underwear Industry Association: Channel Change To Build E-Commerce Platform

In recent years, the trade associations and associations in Jiangyin have developed rapidly. At present, there are 1 provincial-level, 14 municipal and 14 town level. These chambers of Commerce have enriched and strengthened the function of the Federation of industry and commerce, playing an increasingly important role in providing enterprises with policy advice, strengthening industry self-discipline, promoting the development of industries, and safeguarding the legitimate rights and interests of enterprises.

tradition

Industry entry threshold is low.

The "three low and one high" situation with low value, low technology content and high labor cost has become a stumbling block for underwear enterprises to become bigger and bigger.

As China

Jiangyin, Gushan, a famous underwear Town, promoted by the local Party committee and government of the industrial and Commercial Union Town, the underwear Association explored a way of development through guiding the member enterprises to build an electronic business platform, extending the industrial chain, and launching marketing combined boxing.

A few days ago, the reporter went to Gu Shan underwear industry association to carry on the interview.

"Last year, the underwear production value of our town was about 1000000000 yuan, of which 30% of the domestic underwear market was thermal underwear, which is a well deserved underwear town in China."

A local official in Gu Shan introduced this to reporters.

Zhou Lixin, Executive Deputy Secretary General of the underwear Association of Gushan Town, Jiangyin, said that the establishment of trade associations has achieved the support of member enterprises.

Under the guidance of the industry association, member enterprises accelerate the introduction of talents, promote brand construction, promote scientific and technological innovation, make articles on upgrading the level of industrial agglomeration, and effectively promote the development of the underwear industry by grabbing the "Internet +" national strategic opportunity.

Channel change to build e-commerce platform

The underwear association has found that the underwear sales model of the wholesale market and agents has been going downhill since 2012.

How do underwear enterprises face the pformation of sales channels? Zhou Jiangming, general manager of Jiangyin Optima Clothing Co., Ltd., vice president of the association, told reporters: "underwear products are very suitable for the business mode.

Underwear is not a coat. It is not so strict with style, color, or even size. "

"At present, under the guidance of the association, we are closely following the market development, from wholesale market, agents to e-commerce, micro business, and fully integrate with the market."

Vice president of the association and general manager of Jiangyin Yifei Garments Co., Ltd., Chen Xiedong, pointed out that the domestic underwear market is still down, because the wholesale market in the past has been very popular, resulting in serious excess capacity. To adjust the original development mode, it will take time. The association should pay attention to guidance in this area and eliminate the backlog products as soon as possible.

According to Chen Xiedong, in order to adapt to the pformation of marketing channels, he registered and set up an e-commerce company, and set up an electronic business team.

He said that the professional electricity supplier team should link up with professional factories to achieve complementary advantages.

In order to attract talents from electricity suppliers, Chen Xiedong has invested in setting up an enterprise electricity supplier operation center in Wuxi.

Ingrid, chairman of Jiangyin Clothing Co., Ltd., Zou Guifang, was originally a laid off female worker. With her diligence and intelligence, she founded her own business.

She said, "at present, our company is still" two legged "walking in domestic trade and foreign trade, and with a strong product quality and unique features, I have worked with a Taiwan customer for 12 years.

In order to adapt to the market changes, Zou Guifang also opened a flagship store on the first floor of her company. She told reporters: "this is also the O2O mode, which can achieve interaction between online and offline, so that customers can get a good experience in flagship stores."

Product pformation and extension of industrial chain

Jiangyin Xiangshan knitting garments Co., Ltd. is the first underwear factory in Gushan, Chen Jiayan, general manager of the company, told reporters. "The role of the association has enabled many underwear enterprises to develop from" peers to friends "to Baotuan, especially in the structural adjustment of products and the development trend of the industry.

Chen Jiayan said: "Gu Shan town in recent years, from the basic underwear to thermal underwear product structure adjustment, and the role of the association is inseparable.

In the past, 70% of the underwear we produced were of basic underwear, and 80% of the market share were thermal underwear. This data let us know that enterprises in the past only know how to bow their products and were instantly killed.

At present, our products are working hard and meticulous, so as to attract more large customers.

It is understood that under the guidance of the association, Zou Guifang extended to the double side on the basis of the original underwear.

She said: "the production process of both sides is just like underwear. It can be completed without updating equipment. This not only enriches the products of the company, but also is a useful exploration for the development of underwear fashion."

The reporter understands that the antistatic, explosion-proof underwear and flame retardant underwear produced by SDD Technology Co., Ltd. are widely praised in the market.

Wang Bing, deputy general manager of the company, has developed into a high-tech enterprise integrating R & D, design, production, sale and service through the cooperation with Donghua University, Shaanxi Textile Research Institute, DuPont and other research institutes and world-famous enterprises. The development of special underwear is at the forefront of China.

In the next 2 to 3 years, enterprises will achieve automatic data acquisition, automatic typesetting, and constantly improve the technological content of products.

Qian Wei, general manager of Jiangyin Yuan Bo knitting garments Co., Ltd., said that the structure of underwear products is now being adjusted every year, and the speed is faster and faster.

But under the guidance of the association, enterprises pay more and more attention to the use of "Internet +", and put more energy into product research and development and industrial extension.

He said that the trend of underwear development to fashion by the association is worthy of enterprise attention and research.

Crisis, crisis, and danger.

Enterprises only do low-end, low value-added products, sooner or later will be eliminated.

In the first two years, we began to invest in R & D and branding, and it was very hard, but now it is quite easy because the market has been gradually pushed away.

Whether enterprises can survive or develop, the key is to see whether their products have market competitiveness and whether they can impress consumers.

Chen Xiedong said so.

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Jiangyin Huangma Clothing Co., Ltd. is the largest children's wear underwear enterprise in the country. The 68 year old head of the company, fufu, interviewed reporters. He laughed and said, "he has been doing underwear for more than 30 years, and his mentality is still very young."

Zhou Lixin said that last year, Gu Shan thermal underwear accounted for 30% of the domestic market, which fully demonstrates that underwear enterprises are actively adjusting their product structure in the market orientation.

Brand change and marketing combination

The brand change in the era of electricity supplier is a new topic. Gu Shan underwear Association promotes many innovative marketing models of underwear enterprises to set up a set of marketing combination boxing.

Zhou Lixin said that last year's "double 11" day, a member of a famous underwear brand in China, sold about 30000000 yuan online.

Last year, one Philippines apparel sold more than ten million yuan online.

In the interview, all the interviewed entrepreneurs talked about brands. They said that in the era of e-commerce, the brand is the first, no brand, no market, no profit.

Some branded underwear enterprises can only choose to form alliances with brand enterprises, but their profits are limited.

A local entrepreneur, who declined to be named, told reporters that he worked with a big lingerie enterprise in Shanghai two years ago. Real gold and silver spent money to buy his trademark for OEM, but there are still tens of millions of dollars in the warehouse due to the market downturn.

Zhou Lixin said that in order to let the "wonderful flowers" of Gushan underwear bloom "gorgeous and colorful", Gu Shan underwear industry association will speed up industry agglomeration and create industry characteristics on the basis of building policies, information and service platforms.

This year, we focus on promoting underwear production enterprises + Internet. On the one hand, we should respond to the national strategy and promote the pformation and development of enterprises. On the other hand, we should guide enterprises to start the brand of Gu Shan underwear through the mode of "entity + Internet".

In order to promote the construction of marketing brand for member enterprises, the association often organizes brand open classes, electric business open classes, etc., and sometimes leads member enterprises to field visits to large brand enterprises.

Zou Guifang told reporters, "my son graduated from university this year, he is interested in business operation, and then he will take care of the electricity supplier."

Tao Jianguo, Secretary of the party Association of Jiangyin Federation of industry and commerce, said that the Gu Shan underwear trade association is a miniature of many industry organizations in Jiangyin.

In recent years, the trade associations and associations in Jiangyin have developed rapidly. At present, there are 1 provincial-level, 14 municipal and 14 town level. These chambers of Commerce have enriched and strengthened the function of the Federation of industry and commerce, playing an increasingly important role in providing enterprises with policy advice, strengthening industry self-discipline, promoting the development of industries, and safeguarding the legitimate rights and interests of enterprises.