subject: Yanbu Upgrade Underwear Brand Professionals As "bottleneck" [print this page] Yanbu Underwear Association jets pointed out that the rapid development of industry and professional talent shortage is the contradiction between the source of worry. Only completely solve this problem, Yanbu Underwear can in product development and business management next level, and further break through the current second-line brand positioning.
HC Apparel Network "Vigilant in peace," which words may be able to describe the current status of Yanbu underwear industry. South China Sea than in other labor-intensive traditional processing industry, Yanbu underwear industry took advantage of an earlier way of independent brands, and many companies out there need to operate before the crisis had to shift the focus to the domestic market.
However, this does not mean you can sit back and relax. Statistics show that the first four months of this year, Yanbu Underwear Sell Situation remains positive growth, but many companies have expressed the same period the growth rate is less than in previous years, sales of some products showing staying power of the state. Despite the absence of Financial The positive impact of the tsunami, but the underwear industry has become increasingly fierce competition. Yanbu Underwear Association
jets pointed out that the rapid development of industry and professional talent shortage is the contradiction between the source of worry. Only completely solve this problem, Yanbu Underwear can in product development and enterprise Management On the next level, and further break through the current second-line brand positioning.
Slowdown in the first four months of this year
In accordance with industry experience, each year from March to May is the peak of lingerie sales, last year sales growth of Sunny more than 30%. But this year the peak came too quiet. There is no suspense in external demand continued to shrink, while the domestic demand than expected growth momentum despite the remains, but the growth rate lower than in previous years.
Nanhai Sunny Underwear Co., Ltd's marketing strategy has always been both internal and external markets also arrested, as the owner of the jets is especially acute. New East last year, the ratio of export and domestic sales accounted for 78% and 22%. However, since the first four months of this year, new export orders and Yee priced goods decreased by 20% year on year and 15%. From the beginning of the year, the company adjust its strategy, focusing on developing the domestic market, sales channels, including the original excavation depth, and the second-tier cities and inland counties to develop the market. Comprehensive internal and external markets at present, the new general sales Yee essentially flat compared with last year. Chen Weiqiang told the author, this year's goal is to export and the domestic-adjusted to 6:4.
With some hastily after the financial tsunami to join the domestic market enterprises, the new underwear in China Yi already has a certain reputation, sales channels and domestic experience, ordinarily is not difficult to "turn around." But still feel a little worried about jets. From the first four months of this year, the chain of view, showing a growth rate of domestic sales decline month by month trend, this was not normal. Chen Weiqiang analysis pointed out that this was mainly due to Yanbu what most of lingerie brand in the country are second-tier brands affected by the economic downturn, the decline in the purchasing power of major consumer groups; the other hand, because the external market decline, some manufacturers put the sales focus to the domestic market "cake" attracted more contenders.
Competitive, companies worried about the "price war"
But for now, Yanbu underwear cluster in the competition still has obvious advantages. 15 well-known domestic brand underwear, Yanbu had seven, almost occupied the "half." Currently, several well-known local brands can be divided into two camps: The Carrie poetry, Olive Shannon, the United States thought as the representatives of the companies main domestic market, had previously occupied a certain market share and high brand reputation therefore subjected to relatively low pressure; and new underwear Yee another part, represented by the foreign market-oriented businesses had to fight, but the larger, most have a fixed Cooperation Partners and channels, so a strong anti-risk ability. Most at risk are those who do not own brands, smaller companies, the commonly think that this would be a "Shuffle years."
Biggest concern is exactly what jets contain such a "reshuffle" in the. "This year, before the spring until the end of May, the market will be relatively flat; The facts in this determination. But in the second half, as competitive pressures continue to increase, some companies may be susceptible to the pressure." Jets that are most concerned about is that competition is not a result of normal competitive behavior, "arbitrary price competition, product homogeneity, profit margins become smaller and smaller, in fact, tantamount to committing suicide." He said, for now, some places have been such signs.
In such situations, including Jardine, including many of the new Yanbu underwear brands speed up new product development, development of adjustable underwear and other functional products, as well as the use of technology to reduce costs, develop cost-effective economic products. Nurture and expand consumer groups have become a common strategy for many enterprises. Deputy Yao Feixia Carrie poetry, the brand has now been established for 14 years, initially training a group of consumers is now entering middle age, so the company will take into account in product development, more diverse age groups, including the development of emerging young consumer persons, as well as middle-aged consumers for their body and mental development of the product, the market down further. R & D enterprise is bound to set higher requirements.
Comprehensive underwear shortage of professionals Despite the economic downturn when the underwear industry inevitably will now waves. However, in jets of it, this is just a cyclical adjustment, underwear as a necessity, with its rigid requirements on the current level of economic development point of view, domestic consumption still room for underwear, this market is still huge opportunities. In fact, in recent years China has become the world's underwear industry, one of the fastest growing regions in the country last year, industry professionals have underwear made in the next 35 years, or longer, the annual growth rate of China's underwear about 20%.
"Cake" is tempting, but is learning how to occupy. Currently, many enterprises will be a breakthrough innovation, hoping to occupy the commanding height industry. But it is undeniable that the majority of Yanbu underwear brand leader for domestic second-tier brands, the development of so many years, but still could not break out second-tier brands and first-line brand of the watershed, and Yanbu underwear market share is not commensurate with the well-known . In recent years, some enterprises that now have their own line with the explosive potential of the brand, the brand is being integrated through different strategies, trying to breakthrough in this watershed.
What things hindered the further development of the Yanbu underwear industry?
