CEO, Mr. Xie Chi, Explains The Underwear Brand Of Boudoir.

Domestic original ecological respiration

In early 2014, the brand officially entered the Chinese market. After two years of development, the total number of boudoir underwear brands has reached 1400 in all regions of the country. With the growth of the number of stores, the market sales of boudoir has also increased significantly.

Strong development trend.

Today, we made an exclusive interview with Mr. CEO, a wise lady, to interpret the underwear brand of boudoir.

Reporter: we all know that boudoir is a healthy underwear brand. Can you explain to us the core value of boudoir's "health"?

Xie Zhi: since the creation of boudoir secret brand, health is the core value of boudoir brand. Advocating healthy life concept and healthy underwear experience is the brand pursuit of boudoir.

What the boudoir is pursuing is the all-round health underwear experience that brings women's body and mind. Therefore, healthy fabric selection, scientific cup design and fashionable style design are all persistent insistence of boudoir, which is also the value embodiment of boudoir brand.

Reporter: in April of this year, boudoir signed the famous movie star Vivian Chan as the spokesperson of the brand image. What impetus did she bring to the development of the boudoir?

Xie Zhi: signing Vivian Chan as the spokesperson of brand image is a very important and very strategic step for our brand. It is very important for promoting and promoting the brand health concept of the boudoir brand, creating brand image and enhancing brand influence and realizing brand value.

In addition, this will help our terminal distributors to improve terminal sales performance.

Reporter: we understand that the consort has been developing very fast, and there are over 1400 stores in the country. Can you tell us the factors that drive the rapid development of the boudoir?

Xie Zhi: there are many factors that influence the rapid development of boudoir, but I think the most important ones are embodied in three aspects: underwear products, brand positioning and customer service.

Boudoir has a full range of underwear products, including bra, underwear, suspenders, pajamas, swimsuits, thermal underwear and other 15 categories of products, which can meet the needs of different consumers in all directions.

All underwear products are produced by two factories in Dongguan and Shantou. This ensures the quality of the underwear products.

In addition, the brand positioning of the boudoir's health and comfort coincides with the current consumer demand for underwear. At the same time, under the product quality assurance, the price positioning of the product is not high. The main price system of 100~250 yuan is just suitable for the current mainstream consumer's consumption standard.

In terms of customer service, we have always attached great importance to this aspect of construction. We have been committed to optimizing and improving our customer service system, which also plays a very important role in promoting the development of our brand.

Reporter: at present, influenced by the whole economic environment, the domestic underwear industry is also affected. How do you view the development of the domestic underwear market?

Xie Zhi: as you said, the whole underwear industry has been hit. Before long, I saw the news that some traditional underwear brands had a decline in sales performance. This undoubtedly confirmed the impact of the domestic economic downturn on the underwear industry.

But at the same time, you must also see that there are more and more new underwear brands emerging in the market. The industry competition is also increasing. It also shows that the outlook of the underwear industry is still very bright and optimistic. Otherwise, there will not be so many underwear brands.

Reporter: from your conversation, you can see that you are very optimistic about the future of the underwear market in China. Do you have completed the next development plan?

Xie Zhi: the next step is to deepen customer service and maintain steady growth, and enhance the competitiveness of the brand by providing various, differentiated and high-quality services, so as to better help expand the market and enhance the number of stores.

Reporter: it is understood that boudoir secret has become the only underwear sponsor of the 2016 global tourism cultural ambassador contest finals in China. Can you tell us about the global tour culture Ambassador competition? What kind of event is it? What is the current planning situation and what is the reason why boudoir is sponsoring the event?

Xie Zhi: Global Travel Cultural Ambassador is a global beauty event to promote cultural exchanges, help women realize their ideals, promote the development of career, life and personality. At the same time, it focuses on social charitable activities and public welfare activities. It provides a platform for women's participation in social activities and shows the charm of the world, the culture of fashion and the beauty of women.

At present, the competition is in the planning stage, the press conference will be held in August, and the 30 finals will be held in September.

At that time, as the only designated underwear sponsor of this event, boudoir secret will appear in the beautiful games of the participants in the beauty contest of the boudoir brand, and will display a world-class charm in a sexy fashion visual feast on the T platform that attracts worldwide attention.

Reporter: throughout the first half of 2016, the performance of boudoir underwear brand is very active, and many people have more expectations for the development of boudoir in the second half of 2016. What are the development goals of boudoir in the second half of the year?

Xie Zhi: in the second half of the year, it is a brand new challenge for the boudoir. In the situation of the whole industry being affected and developing slowly, the boudoir hopes to strive to achieve 400 new brand stores in the second half of the year.