I remember that year, when those super boss grab site, some industry experts shouted, wolves, our traditional shop will be eaten by the big fish, how many years, when I saw that those streets, Starbucks taxis shop, still passing moisture, and not as we predicted by experts, Shang Chao eat, but those super-business collapse more than the shop. I think these shops can survive, not only for the convenience of consumers so simple. Similarly, today, we underwear industry, the face of the e-commerce, micro-business, OEMs wantonly hit, some of our industry experts are also shouted, underwear industry is about to enter the dead end traditional model. is that true? With a variety of condensate asked, I combed the underwear industry today. Due to business relations, the author's company is engaged in professional underwear meeting planning, production of the company, hundreds of underwear business services, most of which underwear brand companies are engaged in the traditional mode of operation (self-product development + production + agents + terminal Although in recent years their underwear market has been affected by the impact of e-commerce, micro-commerce and OEM, they still dominate the market and some new-brand enterprises have developed even more rapidly in recent years. Not down but improve faster. Among the most prominent is the Yanbu European honey Lufthansa brand. Since the listing of OMARSHA brand in 2013, it has developed more than 20 provincial-level agencies and over 1,000 terminal image stores in just over 3 years and maintained rapid growth for three consecutive years. Many provinces have successfully entered the local level Top five brands. Its business leaders are underwear industry well-known professional manager Deng Yuejin. He has been at the helm of the company for six years after he stepped down from the management and transformed himself into a pioneering company. During these six years, he was extremely low-key, devoted himself to one thing and reshape a new brand - Omega, in this In the process, he was not tempted by the so-called new-type innovation mode in the industry. Instead, he took advantage of many years of actual combat experience in brand operation to carry forward the new brand. Although it was also suppressed and shocked by the market during its development, The momentum of development is still benign and healthy. In fact, the underwear industry in recent years, there are many new brands springing up, but most also take a bubble to fall. The European Honey Sha brand, not only took a bubble, but also bigger and bigger. Among these mysteries, the author believes that not only the head of Ou Lisha, Deng Yuejin, was born as a manager, but Deng Yuejin, the helm of Ou Lisha, insisted on the traditional mode of operation and optimized the traditional mode of operation , Reform, upgrade, make this model glow industry vitality. Focus, which is Deng Yuejin engaged in brand management, a core vocabulary, he achieved the ultimate. Deng Yuejin believes that the king of underwear industry is to set their own position, to comply with a reasonable division of labor: Brand - the goods do well, the channel management is good, good brand promotion, good positioning of consumers, the cost reduction, the distribution of benefits! Agents - is to find the brand, find the right channel, the goods sold out, the money back! Retailers - the location of the selected shop, sales promotion do a good job, staff training! Not so complicated, our industry is now, to complicate the simple things, one thing is not done, every day this model, that model! Not familiar with the mode of death mode, good management, the traditional provincial model is always spring. In fact, Deng Yuejin is according to this idea. He believes that every level of business, to do their part, naturally there is room for survival. However, these few years, the new model of harm, many agents fancy OEM mode, that the OEM can maximize profits, to escape the upstream manufacturers "squeeze", they have come to the factory to paste Card, the results of one or two quarter of goods down, nowhere, was crushed goods crushed warehouse there, the quality of goods lead to return of poor, many years of operating capital earned at once lost an OEM lost. Of course, there are also OEM success, but after all, is a minority. These winners have certain conditions: have their own sales terminals can control, there is a certain brand of cargo capacity, there is a brand management team, these three indispensable. Most of our collapsed OEMs overlook these three things. Consider these three conditions not to say that, without years of operating experience can not be accumulated. In the same case, there is a brand in the industry that has annual sales of 3 billion, and sales of more than 80 million in individual provinces. The same brand is taking the traditional mode of operation. Like Deng Yuejin, they focused on one thing and done their part. Let us look at the European honey brand focus in what areas, they do a good job, good detail, what are the specific? First, focus on research and development Omega in product research and development invested a lot of manpower and material resources, three years accumulated research and development costs nearly 10 million, professional R & D staff of more than 30 people, the product developed by Ou Misha lingerie product development design has been the innovation of the vane, according to the women Four physiological cycles, research and development of five major categories of products to meet different ages, different preferences of consumers. Second, focus on services In order to improve the terminal sales performance, the company launched 214 projects in 2014-2015, with single store orders and large single orders in an endless stream. 3, 6 and 9 became the new normal of store sales. In 2016, the Company launched the 1000 store performance doubled project , From the headquarters of the core leadership, the domestic top fabric providers (Tianhai, super-surplus, a letter, Wang Lee), the domestic excellent consulting company, 214 projects in all aspects, comprehensive, three-dimensional support 1000 store performance doubled. Third, focus on customers Omiha company insist on doing cost-effective, high turn-back products, Rangli channel business, the lowest discount of similar brands, none other consumers, the same fabric, the lowest retail price, adhere to the channel business, consumer interests at all levels of equality. Deng Yuejin think, do a good job of focusing, not a word so simple, he needs to do their part, make the details. For example: the birth of a brand - he is through a lot of process, from product development, product review, product modification, modification, modification and even made N multiple changes, and ultimately to the finished product, he has full of product personality, style , The image of an entire stock, the best upper body effect, excellent technology, fabric, quality assurance, environmental compliance and so on advantages, so that he can protect the agents in the market has a certain competitive advantage in sales. The birth of an OEM brand - the process of the birth of the brand is more streamlined, and even low-cost, low-cost non-environmentally friendly low-cost fabric to produce, think about it, such products can have sales advantage you so that the product Our OEM agents do not slow sales, not only warehouse blame. Some people say that agents can take the chain mode transformation, the current underwear chain in addition to all beauty is not done a few, most of them out of the state of loss off the store, which is a burning money business, no funds, no management, no system, Will play dead you. Micro-and e-commerce to the dawn of the underwear industry, we must make good use of him, but he can not become mainstream, he can not replace the physical store, the function and role of the store is currently no substitute for other sales model. Underwear traditional model to feed the country more than 40 wholesale markets, tens of thousands of manufacturers, hundreds of thousands of agents, millions of stores! Currently encountered some pressure, we have to bring positive energy to the traditional underwear model, to the traditional mode of underwear model, can not follow the current individual opinion go, the old criticism of the traditional underwear model. However, the traditional model requires the use of good Internet tools! Any kind of mode has its existent truth, but the key point that each mode does well is different. The traditional mode of province-generation is well run. It is also a spring, and it is necessary for the traditional mode to act as a lingerie. Indeed, we have a good look under the underwear industry today, many successful agents over the past two years, but also concentrate on doing one thing, adhere to the traditional agency model, some agents sell hundreds of millions of people a year down in. Looking at the focus of Europe's honey, concentrate on one thing, three years has always insisted on the traditional agency model, has come out of the sky, we see the dawn of hope and hope of development, as long as we set a good place, get together Coke, underwear spring belongs to us!
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