The Internet Stirs Up A Pool Of Spring Water.

Salt is not salt, but some are.

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As the earliest area to produce underwear in China, the salt step has become one of the most concentrated underwear industry clusters in the middle and high-end brands in the country after more than 30 years of development. It has brought together more than 500 underwear production and related enterprises, employing more than 50 thousand people, and producing about 40000000 dozen underwear products annually, occupying the prominent position of Chinese underwear.

And has won the "famous Chinese underwear town" and "China".

Brand underwear capital "and" China "

"Industry Development Promotion Award", "China Southern fashion city", "China Southern production base" and other honors.

As a traditional undergarment Town, facing the new economic form of the Internet economy, Yantai underwear cluster is ushering in a new development opportunity. Subversion is a traditional way of production and service. The catfish effect brought by the Internet has provided the impetus and carrier for the innovation of underwear.

In the era of "post electricity providers", with the hot words of net red, live broadcast and creating customers, Yanbu has shown a cautious and tolerant attitude: it is neither a close hand to hand fight nor a cold shoulder to look at. Instead, it takes it for our own use, absorbs but does not replicate completely, takes the user as the core, and builds a big health industry as a moat with "smart manufacturing", and finds a way that suits itself.

Since the State Council put forward the "Internet +" in the government work report for the first time in 2015, the linkage relationship between "Internet +" and the real industry has been continuously heated.

As Tencent CEO Ma Huateng said, all industries should be more clearly aware that the Internet is not a new economy or new field that has nothing to do with itself, but is closely related to every industry. If we do not embrace the Internet, we will be outdated.

The line is complementary line is the kingly way.

"Internet +" underwear can achieve the effect of powder absorption, publicity and brand awareness.

But on sale, online is mainly middle and low end consumer groups, and physical stores are more inclined to high-end customers.

Compared with the underwear industry, other industries may be more suitable for "Internet +".

Since the State Council put forward the "Internet +" in the government work report for the first time in 2015, the linkage relationship between "Internet +" and the real industry has been continuously heated.

As Tencent CEO Ma Huateng said, all industries should be more clearly aware that the Internet is not a new economy or new field that has nothing to do with itself, but is closely related to every industry. If we do not embrace the Internet, we will be outdated.

As a representative of Guangdong businessmen who dare to take the lead, Yantai underwear enterprises are naturally unwilling to lag behind.

Beginning in 2011, some salt lead underwear enterprises began to set foot in the field of electricity supplier. During the "38" women's day in 2013, salt step underwear was held in the form of promotion to seize the electricity supplier market, and sales exceeded $1 million on that day.

In fact, in order to adapt to new channels such as Internet sales, some enterprises have also launched a special brand of e-commerce, such as "rabbit Barbie", which is one of the main products of the company.

Nowadays, the salt step underwear has already been familiar with the carnival of the electricity supplier, and has become an underwear force that can not be underestimated.

However, embracing the Internet does not mean that the Internet is everything. "Internet +" is not simply a "+".

He Bingxiang, chairman of Yantai underwear industry association and chairman of Guangdong yanlining underwear Group Co., Ltd. seems that the Internet is only a supplement to the Yanbu underwear, and will never become the mainstream of the industry.

"I think," Internet + "underwear can indeed achieve powder absorption, publicity, improve the reputation of the brand effect.

But on the sale, the line is mainly in the middle and low end of the consumer group, the entity shop is more inclined to the high-end customers.

He Bingxiang said, compared to the underwear industry, other industries may be more suitable for "Internet +".

According to his understanding, many underwear industry's electricity supplier or micro business brand does not make money, the cost is high, the price is low, the profit is small, many Internet channels are only to solve the stock sewer.

At the same time, in the shopping experience, the entity store has an irreplaceable role.

According to He Bingxiang analysis, underwear as a woman's personal clothing, consumers need to choose their cup shape, color, thickness, size and collocation according to their chest shape and body size. Wearing experience is very important.

When buying in a physical store, you can enjoy various value-added services such as pre sale, sale and after-sale services.

These are all online underwear products can not do, because online product categories, functions are very single, product quality is not as good as offline shop sales protection.

"Underwear and the Internet combine, force line is just a business supplement, never become mainstream business."

Now, after the development of the Internet, the accessories of social networking tools, the micro business mode, are popular in many industries, and the underwear industry is no exception.

However, He Bingxiang poured cold water on the raging underwear business.

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"Micro business is not standardized at present. Many newly emerged micro underwear brand products are of a single category, and the quality of products can not be guaranteed. Many of them are just changing the old stalls and turning them into high priced micro businesses. They are pyramid schemes in the circle of friends and micro businesses, and are not responsible for consumers."

He Bingxiang said that many of the micro business products were OEM production, and also had a certain impact on the brand underwear of the industrial cluster. Now many underwear manufacturers change to do micro business OEM and sell them at a very low price, which seriously disrupts the normal market competition order and has a great impact on the brand companies.

"Yanbu underwear is the only well-known brand demonstration area in the underwear industry in China. We hope that every enterprise can set an example."

According to He Bingxiang, although the traditional underwear enterprises are also doing business or micro business, they are developing new products and launching brand new online brands.

Of course, it is undeniable that an Internet revolution of thinking is sweeping the underwear business of Yanbu.

As a representative of industry benchmarks, He Bingxiang and his leader, olive, have a deep understanding of the value of the Internet.

He believes that the real Internet thinking is a re examination of the traditional enterprise value chain, pforming the "value chain" of traditional business into the "value circle" of the Internet age. The strategy formulation, business model, business development, organization design and enterprise culture construction should be user centered, continuously focus on user needs, listen to user feedback and respond in real time, which is the foundation for the future business to establish business models.

For example, the company is now introducing and preparing for the implementation of the excellence performance management mode, which will further enhance the competitiveness of enterprises by improving management, product quality and service.

"Post electricity supplier" era is very hard: play the live broadcast, do the builders.

Now, live broadcast, net red, buyer, fans economy and other new marketing methods have been widely used by fast selling brands, and become the only way for brands to attract young consumers.

In particular, the cost of electricity supplier traffic is very high. Compared with the net traffic cost, the traffic cost brought by the media is quite low. However, there is no textbook like method to do this.

Internet to traditional enterprises is not the elimination of traditional enterprises by Internet companies, but the elimination of old businesses by new businesses.

He Bingxiang believes that the underwear industry has entered a truly consumer oriented "post electricity supplier" era, who knows consumer demand better, and can better solve the pain point of users, and who will become the real winner.

So how can we win the favor of users? In He Bingxiang's eyes, there are many points that can be exerting.

For example, the new technology extends the lifeline of products. Now 3D printing has entered the field of underwear, including the new concepts and new products of smart underwear, such as the smart underwear of every woman, which GREE Dong Mingzhu said a while ago. This is the trend of future product innovation.

Although not every company has the ability to combine technology with traditional clothing, enterprises should at least keep the sensitivity of market demand, always ready to cooperate with relevant enterprises in research and development, production or sale of new products, and capture products to win the hearts of users.

Now, live broadcast, net red, buyer, fans economy and other new marketing methods have been widely used by fast selling brands, and become the only way for brands to attract young consumers.

These means can be grafted into the marketing of Yanbu underwear.

"Whether it is the original business channel or new micro channel, everyone is paying attention or trying."

He Bingxiang said, especially now the cost of electricity providers is very high, compared to the net, the flow cost from the media is quite low, he also reminded that, to do well these do not have a textbook like method, everyone is still exploring the way forward.

In addition, from the offline entity to the online business, and then to the post electricity supplier era, the market evolution in just over thirty years has formed an interrelated and independent structure in the Chinese business community.

For the future, the industry believes that it will be a large-scale cross-border era in the commercial field.

Cross boundary is an alternative way of deep ploughing. It is also a change driven by user needs.

In this respect, he is an example.

At present, in addition to the main business of underwear, Olennon also set foot in the fields of real estate, finance, skin care products and so on.

Although business is diversified, He Bingxiang believes that they are all derived from the same core business.

For example, Lanshi shop is a 100 percent original Korean skin care brand, which includes the face, body care, baby care and other products. These products, like underwear, are faced with all female consumer groups. All underwear and women's wear channels can sell skin care products as a supplementary product in the store.

"I think in the current economic environment, although not everyone can succeed after crossing the border, but as long as 30 years as a day" underwear builders "spirit to do anything, there will be surprises.

He Bingxiang said that the most fundamental thing to win the hearts of consumers is to rely on their own products, marketing and other links to improve their internal strength.

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Facing internal troubles, foreign invasion and great health "becoming a moat for Industry

Salt step underwear also acts frequently in the "three products" strategy.

In recent years, under the guidance of the strategy of differentiated development, the industry has continuously introduced professional talents, increased capital investment, enhanced independent research and development capabilities, and laid a good foundation for the implementation of "three products" strategy in Yanbu underwear.

Some time ago, the well-known media reported the unsustainable situation of a single bra industry in Shantou.

In fact, as the economy slows down and costs rise, these low skilled labor-intensive industries are faced with the challenge of upgrading and pforming to service industries.

As a colleague, Yanbu felt the chill.

"Actually, all the people in the country have a sense of chill."

He Bingxiang said, "the consumption power of the market is still there, and there is much room for domestic potential consumption power. As a traditional manufacturing enterprise, in the face of chill, in addition to relying on increasing market development and government support, we should further strengthen the implantation of health concept of clothing products.

At the same time, brand enterprises should pay more attention to the market, increase the innovation and R & D capabilities of brand products, and further help improve the ability and management mode of terminal manufacturers.

In view of the pformation and upgrading of the traditional high strength enterprises in the underwear industry, He Bingxiang also prescribe several prescriptions.

First of all, part of the equipment upgrading or upgrading, to reduce the number of workers and work intensity, improve the adaptability of production technology, and maintain the competitive advantage in the industry.

However, due to the high cost and high cost of parts and equipment, enterprises need to do their best in the underwear industry, but the pace needs to be speeded up.

Secondly, we should improve our business models and do all kinds of services, such as pre-sale, after sale and after-sale services, as well as all kinds of training.

Like the company, the company set up a group training business school to conduct a nationwide tour or centralized training, to sink and build a more stable market base.

Finally, under the background of the global economic downturn, with the change of China's population structure, enterprise development has also encountered various problems, such as continuous increase in production costs, recruitment difficulties, high turnover rate, and low impact of e-commerce and micro businesses.

Under this background, we need to accelerate the brand pformation, manufacture intellectualization and management modernization to accelerate the pformation and development of the industry, and effectively control and control the quality of products, do well in service, and do well in internal work.

In addition, in May this year, the general office of the State Council issued some opinions on developing the "three products" special action in the consumer goods industry to create a favorable market environment (No. 2016 of the State Council, No. 40), calling for the supply side reform to increase varieties, quality and brand.

Salt step underwear also acts frequently in the "three products" strategy.

According to He Bingxiang, Yantai underwear can still maintain a steady growth of sales scale in today's domestic and international consumer market, and the general market is not very good, mainly due to the continuous improvement of product design and research and development capabilities.

In recent years, under the guidance of the strategy of differentiated development, the industry has continuously introduced professional talents, increased capital investment, enhanced independent research and development capabilities, and laid a good foundation for the implementation of "three products" strategy in Yanbu underwear.

In addition to increasing the variety, Yanbu enterprises have also innovated in product development, appearance design, product packaging, marketing and other aspects in addition to deeply exploring user needs.

What is even more interesting is that Yanbei's underwear weathervane will extend from underwear products to big health industry. It will focus on strengthening the development of health care products. The brand that is built up by quality and integrity will better carry out the value conversion and future development needs of the company's R & D capability.

The group starts off again and dreams.

Yanbu underwear industry cluster has accumulated abundant market resources, and has attracted many professionals and service organizations at home and abroad. From the production industry chain to the gathering of senior professional talents, capital accumulation and brand aggregation, the new situation has already taken shape. A "salt step underwear industry cluster" started from manufacturing is evolving into an international "smart underwear fashion capital".

In China's underwear area, besides salt, there are Chaoshan, Shenzhen, Gongming, Xiaolan, Jinjiang, Yiwu and so on. These areas also have large scale and perfect industrial chains, and the industrial radiating ability is strong enough to become the competitors of Yanbu.

Where are the strong enemies going?

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He Bingxiang's answer is very clear: Based on advantages, magnifying advantages.

From the development process of Yanbu underwear industry, it is easy to see that the "tacit understanding" of government guidance and industry and enterprise LED is mature.

"Government support only plays a guiding role, and can not really solve the plight of enterprises."

He Bingxiang said that the function of the government and functional departments is to standardize the industry order, create a good competitive environment, and build Yantai underwear, the only brand demonstration area of underwear industry in the country. This is what enterprises hope.

In fact, the development of Yanbu underwear is first of all benefited from the strong support of the government.

Especially in recent years, the industry is in a period of deep adjustment. The government has launched a number of policy initiatives to support industrial upgrading, encouraging "double creation", and guiding the industry to move from "production aggregation" to "modern underwear fashion capital" with remarkable results.

In order to promote public entrepreneurship and innovation, salt has formulated targeted support policies, constantly improving the financing environment of underwear enterprises, providing "nanny" quality service for the public entrepreneurship, and introducing new customers to escort the development of underwear industry.

At the same time, Yantai underwear enterprises also actively respond to the general trend of the market and try new ways of playing the market.

With the rise and popularity of WeChat marketing, some enterprises have created a model of "universal welfare", allowing employees to sell their products on WeChat, on the one hand, to enable employees to enjoy the welfare of the company's products, and on the other hand to increase extra income for employees.

Yanbu is the only well-known brand demonstration area in the underwear industry in China. It is the only underwear industry cluster with state-level textile inspection institutions at present. It is not only promoting the overall quality level of products, but also making a quick step in formulating relevant standards.

In addition, Yantai underwear industrial cluster, as an industrial cluster with relatively early development and relatively perfect industrial chain, has accumulated rich market resources and attracted many professionals and service organizations from home and abroad. The new situation of gathering from the production industry chain to high-level professionals, capital accumulation and brand aggregation has taken shape. A salt step underwear industrial cluster starting from manufacturing is evolving into an international "smart underwear fashion capital".