Urban Beauty, All Brands Accelerate The Whole Channel.

In April 23rd, the city beauty 2016 Fashion Festival was held in the city basketball center. Lin Chiling, Huang Xiaoming, Huang Zhi Lei, Ling Huang and many Chinese and foreign models brought a feast of visual and auditory for tens of thousands of viewers.

Landing in the Hong Kong stock market, under the "closing shop tide", it has added about 3 stores every day, with nearly 9000 stores, and a sales income of 5 billion yuan a year, making a net profit of 540 million yuan, creating an increase of 27%.

Since settling down in Dongguan, Zheng Yaonan has led the urban beauty "underwear kingdom" to create a brilliant achievement.

Nowadays, the urban beauty is already the largest underwear brand in China, and the growth rate is also riding on the dust.

High growth will be weak after all? On the contrary, in the eyes of Zheng Yaonan, urban beauty is in the best stage of development.

His goal is to increase the market share by more than 5 times, and develop into a company that can compete with international brands.

Building the fastest and most sensitive retailing

Why did the urban beauty expand and grow at a high speed? Once, it was the secret of urban beauty to have a light manufacturing operation and to conquer mass consumers with high cost performance products.

However, at the Gabon conference in April this year, Zheng Yaonan attributed his growth logic to many.

, the overall layout, multi-channel expansion, brand building and retail capabilities, and modern logistics procurement system.

Each of these items has long precipitation.

For example, "products are iron, cash is steel, stock is not sold and noisy", but the industry has been amazed by the strong control of urban beauty to the channel, and the efficient operation of low inventory.

Its inventory turnover period is usually only seventy or eighty days.

Franchised stores do not even have warehouses, because about 7 of the goods are purchased in stock.

As long as the shopkeeper orders, it can be delivered to stores directly within a week, which is comparable to online shopping.

How can we do it? In a city beauty Office, real-time display of information about 9000 stores nationwide: hour based units, each store's paction consumption, and even weather data are compiled, real-time feedback, the huge office has only two employees.

Data can be directly imported into manufacturing plants and logistics systems, or even based on weather, and make human adjustments to the time of commuting hours.

This is just a detail.

"We spent 8 years building the IT system, investing 20 million to 30 million yuan a year.

Now everyone talks about the Internet thinking, but the Internet is not just an electric business. Its essence lies in improving efficiency and reducing costs. Efficiency is more critical than cost. "

Zheng Yaonan said.

It is the front-end sales and back-end procurement, logistics intelligence, urban beauty can quickly grasp the first-hand information, the achievement of fast fashion mode.

All brands accelerate the "run"

At present, urban beauty is the largest share of China's underwear market, but the market share is only 3.3%.

"I think the next 5 years will be the best opportunity. We hope that the urban beauty will take up 20% of the market share of the Chinese underwear market in the future."

Zheng Yaonan said that with the awakening of consumer awareness, the phenomenon of miscellaneous and chaotic Chinese underwear market will change and brand concentration will be enhanced.

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In order to win the upcoming "brand war", urban beauty tries to build the channel to the extreme.

From the earliest commercial street, Pedestrian Street store, to community, pportation hub, campus nearby shops, and then to the first tier cities recently, shopping mall has been eyed. The multi store type has also spawned the birth of the whole brand strategy.

"China is too big, geographical, economic and age differences, so that consumers are very thin, multi brand and all channels can attract more small groups of consumers.

This is the popular strategy that urban beauty has always adhered to. The masses are by no means cheap and low quality pronouns, but emphasize the most consistent with the Chinese market and the highest price performance ratio.

Zheng Yaonan said.

At present, the urban beauty in the low, middle and high-end three markets respectively layout more than 10 brands, such as free time.

Zheng Yaonan revealed that urban beauty will also launch new sub brands this year, and new products will continue to be introduced in men's underwear, children's underwear, home clothes, thermal underwear and so on.

In March last year, the city beauty bought Ordifen, a high-end underwear, by the media as "the original ant, swallowed an elephant".

"The three or four line market is our main battlefield, a second tier city.

It is our future opportunity. The popularity of enterprises needs to be pformed into loyalty and reputation.

Zheng Yaonan said that this will become another "weight" for speeding up its running.

Dialogue entrepreneurs

Zheng Yaonan: I wish to join hands with more excellent Dongguan enterprises.

Q: Although the urban beauty is not born in Dongguan, it can grow rapidly in Dongguan. How do you comment on the development of urban beauty in Dongguan?

Zheng Yaonan: indeed, in 2009, we moved to Dongguan in response to the government's call for "cage changing birds".

At that time, we were only a small business. We got the strong support from Fenggang town and Dongguan city.

After being settled in Dongguan, the urban beauty gradually completed the pformation from "production and sales" to "brand marketing", and stripped manufacturing links to sell foreign factories, pferred resources to Dongguan, engaged in meticulous research and development of product design and cloth development, and began to expand to the whole country.

If we encounter good opportunities and good policies, we can develop rapidly. This opportunity is not met by every enterprise.

Q: to make every excellent company try to enjoy this opportunity, what do you think you can do in Dongguan?

Zheng Yaonan: in my opinion, as long as it is based on close investigation and adaptation to the needs of the actual development of enterprises, it is a good policy to help enterprises solve difficulties, break through bottlenecks and seek expansion.

In recent years, the Dongguan municipal Party committee and municipal government have done a lot to guide enterprises to fill short plates and reduce burdens.

Another point is very good. It is to organize entrepreneurs to learn, train and communicate, and the urban beauty can quickly land in Hong Kong stocks, thanks to the inspiration from the lectures of the Dongguan business school.

In short, I believe that during the "13th Five-Year" period, these support continued to fall into depth, and with the efforts of the new leadership of Dongguan to build a new type of relationship between the government and enterprises, a big opportunity for Dongguan enterprises to become bigger and stronger.

Q: what do you think of the future development of urban beauty in Dongguan?

Zheng Yaonan: in the past few years in Dongguan, the beauty of the city has been deeply branded on Dongguan. I have also been honored as an honorary citizen of Dongguan.

We are now butting the capital market of Hongkong, and the brand cooperation is also internationalized. We may enter the Southeast Asian and South Asian markets in the future, but the confidence and determination to take root in Dongguan will not change at all.

Moreover, as a responsible company, I also hope that the beauty of the city can promote the development of the clothing industry in Dongguan, especially the underwear industry.

For example, through the leading role, we will combine other excellent clothing enterprises in Dongguan to create a good quality.

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In the same way, Dongguan still has a large number of invisible champions in the traditional industry and subdivision. They may not be very big, but they can stand out as long as they pay attention and help them well.

There are also a number of high-tech enterprises, which are potential stocks in Dongguan.

The government can be concerned about these traditional or emerging high growth enterprises. I really like to praise the future of Dongguan's economic development. I am also looking forward to it.