Interview With Liu Chengjian, The Explosive Product You Said Is Not Explosive.

In his twenty years of researching underwear manufacturing technology, he has to be suspicious of his half finished mould cups, electronic components and smart wearable devices. He has to be suspicious of a high-tech underwear manufacturer. In the underwear industry, especially in China's underwear factory, there are several bosses representing the quality, several bosses represent innovation, and several bosses are following the times in the end. Liu Chengjian belongs to the intersection of these characteristics.

At the age of 12, he went to Shaolin Temple to learn martial arts and went into the underwear industry by mistake. He worked for twenty-four years and stood out in the underwear industry. But Liu Chengjian did not stop. He set up the Shenzhen An Nifen Garment Co., Ltd. in 2003, and began his own R & D route for 15 years.

He said, underwear is like being a man, must be careful to do it, not afraid of not doing it, for fear that he can not think of it. Every time he has a new product, he always set an example, to improve the parts of his underwear, and use his body skin to carry out repeated large amount of touching friction.

The pursuit of quality becomes the first label on him.

In the course of work, we have accumulated and contacted the product manufacturing process, production cost assessment, raw material procurement and development, and developed a set of unique insights from sales, R & D, procurement, production, finance, manufacturing process construction, product construction, channel mode pformation, and manufacturing process and technology innovation.

Liu Chengjian has taken the route of "high quality and high price" with "product innovation + ingenuity and quality build + high performance price ratio", and made a double driving combination development mode of market innovation channel, explosive supplier, supplier and own channel.

Every manufacturer has a brand dream. ANYFORM is the beginning of his brand nightmare.

Looking back at the brand development path, the team encountered many challenges and even bottlenecks. He has been planning his breakout path for a long time, knowing that he and the team still have a long time to go, and there is still a long way to go. He begins to understand that it is better to enlarge his horizons and expand the potential space instead of rough and vicious competition. "The biggest gain is to recognize his own advantages".

He said: "we must stick to the bottom line of our explosive products for many years, not to meet the needs of the market by reducing quality and reducing prices, but to meet the new consumer demand with high quality and high price, and create a better dressing experience for consumers. Therefore, we should return to the original heart, make factories, create our own explosive products, and insist on achieving the ultimate goal of product design and technology and cost-effective."

As for the thinking of explosive products, his view is more partial to academics, which is different from the low price products on the market.

People familiar with Liu Chengjian know that his creation of this explosive product is to jump out of the market to give the definition of explosive products, which is a counterattack to the "provocation" of the market.

From factories to brands, back to factories, from diversification to Shenzhen.

Inject the soul of innovation, quality and technology as the core.

The changing market structure is on the road of uncertainty. Because there is no reference and no successful mode in the industry, it is worth reference. It is entirely based on its keen sense of the market and the sense of product. Liu Chengjian jokes that he is more like a senior product manager, playing brand is better than researching products and breaking through technical problems.

In the process of groping for products, he kept looking for the beginning of his mind and constantly trying to figure out the consumer market.

In the broader market, he did some "subtraction", focusing on his core competitiveness, using products and his many years of technology experience, from brand to factory, from agent terminal to consumer, from quality to spirit.

Liu Chengjian has regain his original mind, guided by market rules and consumer demand, persevering in "changing the same but changing all the time."

At present, China's market environment has undergone fundamental changes.

In the era of Internet information, the change of consumer level has brought underwear market from a redevelopment stage to a leap development stage.

The traditional mode of taking enterprises as the center and linking distributors to seize consumers has gradually been replaced by new business methods.

Some new Internet companies, from the perspective of consumer demand, rely on the new platform to seize traffic and IP, and use the tools of mobile Internet to deal and service.

China's underwear market has entered a new pattern of multidimensional competition. At this time, many brand enterprises are at a loss, and have been converted to OEM production. In 2018, it was known as "OEM" in the industry.

At this time, he took

Made smart wear, and category is no longer underwear, conductive and hot sports pants, massage can eliminate the black eye blindfold, cooperate with medical group, advanced foreign materials technology team, and has gone beyond the industry's cognitive "toy". It seems that the heart is very heavy, he thought: "the future belongs to smart wear, although this concept has been burning for many years, it will eventually fall to the ground. If the traditional manufacturing industry does not embrace the future, there will be no chance."

Over the years, I like to study technology and how to make consumers perceive technology. "

His research and development product is recognized by the market and is closely related to his senior product manager's hobby.

Sure enough, the opportunity was left to the prepared people, and the interviewing room learned that his new production line had already been launched. The Shenzhen's reception room was even more frequent, and orders were coming.