Xiaolan Men'S Underwear Sales Fell 1/3 Year-On-Year

In China's Guangdong Province, men's underwear has always been the main producer of our country. But this year, Xiaolan's men's underwear sales decreased by 1/3 compared with last year.

　　 Guangdong Province Lingerie accounted for half of the country, and Xiaolan underwear accounted for 60% of the entire Guangdong Province, especially the Siu Lam's high-end men's underwear, which has been leading the country. But this year, Xiaolan underwear has encountered the most difficult period, the sales volume has decreased by 1/3 compared to the same period last year. For this reason, not long ago, the Siu Lam chamber of Commerce organized a large number of enterprises to participate in the first lingerie procurement festival held in Guangzhou and Canada.

"Left brand, right manufacturing" crisis emerged

Ever since the trend of quality underwear, Xiaolan Many lifestyle brand concepts are introduced every year. But today, not many brand concepts remain.

"We call this trend a conceptual bubble. The concept bubble is due to the fact that these concepts do not have much to do with the product itself. The concept can not be embodied as a product, or at least let consumers increase their understanding of products. Another important aspect is that these concepts will not fall on the terminal. On the terminal can not land, is unable to connect with consumers. Mr. Zheng Dehao, President of the Federation of clothing and Footwear Association of Xiaolan Town Association, said.

According to the introduction, today's consumers are more and more mature, they will identify their brands through their own product experience instead of relying on abstract concepts. On the other hand, the current terminal, whether in supermarkets or exclusive stores, is becoming more and more expensive. It is impossible for a new brand to have a substantial display. Anyway, the concept of not landing at the terminal is a waste. Therefore, it is the consensus of most enterprises in Xiaolan to put the force on the terminal.

Lu Jingchang, a senior Xiaolan underwear manufacturer, has a deep understanding of this. He said that Xiaolan has always been a high quality processing base for China's men's underwear industry, while undertaking a considerable part of overseas orders processing. Due to the price of labor, land and raw materials, Xiaolan's manufacturing cost advantage is losing.

At the same time, Xiaolan has almost no large-scale men's underwear manufacturing plant, but most brands (except athletes) take the road of "left brand and right manufacturing". In times of economic prosperity, both hands make money; now, on the contrary, brands are running poorly, but manufacturing is not their strong point, and there is no modern manufacturing enterprise management system. This is the biggest crisis that Xiaolan encountered.

The way out lies in the spanformation of business mode.

In recent years, Zheng Dehao has been focusing on the integration of industrial resources with the underwear Federation as the platform.

"Before spanformation or not, it is the development path of a brand or an enterprise. Today we must seriously consider this matter of life and death. In the next few years, if there is no rational and clear strategy, then the wise choice is to withdraw from the men's underwear industry. Otherwise, the wealth accumulated by owners for many years will be wasted. " Zheng Dehao said.

According to introduction, at present, Xiaolan's VO, Hermit More than 10 enterprises such as Bei He De, Xiao Tong Huo, Wei De long, etc. are working on a joint venture. A new business model involves the integration and spanformation of demand, idea, product, sales channel, terminal management, design, manufacture, supply chain and so on. The major measures to solve all kinds of problems in the upstream and downstream of underwear industry are being carried out. Perhaps Xiaolan underwear will soon break through.