Rules For Survival Of Men's Underwear Enterprises

　　 clothing Consumer goods belong to elastic consumer goods, elastic index is larger, and underwear such necessities of life index of elasticity is relatively low, so the domestic underwear business is mainly affected by domestic sales. In addition, a large number of lingerie enterprises have relatively stable cooperation relationship, so men's underwear domestic enterprises have maintained their own good posture.

Zheng Dehao, Cen Jinglin and Liang Haibo found that the men's underwear enterprises, which were mainly domestic sales, were also affected by the overall situation of the industry, but most of them could maintain their profits more or less through a certain self-regulation.

The survival rules of these enterprises can be roughly divided into three aspects: ensuring staff stability, finding market space, and optimizing product strategy.

　　 Keeping tricks

Giving underwear to give money is also necessary.

A problem for underwear companies every year is the problem of staff returning to work after the Spring Festival. Employees have a certain sense of the effectiveness of their own businesses. They will plan their way out after the holidays, and the underwear enterprises will achieve "saving people" after the holidays with the spirit and material welfare.

"Employees are less likely to choose jobs nearby because their relatives are in certain places. This kind of perceptual employment through family selection has been replaced by rational employment. Many employees are now born in the 1990s. They have more personal pursuit than salary demands. Zheng Dehao said: "so now we will pay more attention to employees'" five risks and one gold "besides salary, and some other welfare benefits. The appointment system is clear, so that they can see the hope of promotion. It is understood that the return rate of the enterprise can basically reach about 90%.

Nowadays, employees have certain psychological expectations for material welfare as well as spiritual welfare, because this is a part of their long-term development and part of their interests in career planning. Cen Jinglin said: "we are currently training for subordinates and employees, roughly once a month. Such training tends to develop training content for the needs of the company at this stage and the development of the employees themselves. This training not only meets the requirements of personal development of employees, but also improves the overall level of the company, which is also good for the future development of the company. The combination of individual needs and needs of the company also reduces the difficulty and resistance in the implementation of the plan.

Cen Jinglin also said: "we insist on doing this training, do not plan to achieve a certain height through a training, but hope to increase the level of the company's terminal departments over time. Only in this way can we meet the needs of customers better.

Liang Haibo introduced that they mainly improved. company The level of their own development to stabilize employees, so that employees have more confidence in enterprises. This kind of employment relationship, which is maintained through confidence and trust, will be more stable, because employees and enterprises are not only interested in interests, but also psychological attribution and dependence.

To make use of every bit of time

Relative saturation, absolute market

Zheng Dehao said: "in the current situation is not clear, early positioning accuracy is particularly important." He said that positioning in the high-end men's underwear market, so although the current men's underwear market is approaching saturation, but the real saturation is mainly in the low-grade men's underwear market, and they are rooted in the high-end men's underwear market. "We have been insisting on the development of new products according to the needs of customers and the market, so the foothold is still more robust." Zheng Dehao said.

All three enterprises say that enterprises are very important to their original positioning. Just like sailing in a sailing course, if you can't aim at the right direction at the beginning, you will suffer a great deal because of this. You can't even create your own competitiveness and win your foothold. Some enterprises whose foundation is not very solid will often be strapped when the market structure is changing and the industry is developing slowly. For example, the operation of funds will be a problem.

At present, the middle and low grade underwear market has indeed become saturated, but the quality of underwear is not good. The number of underwear that can satisfy the "shielding effect" is numerous, but the market of functional underwear and high quality underwear is relatively low. For underwear companies, this is the absolute market.

Elasticity index

Good underwear has its own rigid demand.

At present, the industry is not booming. The resources available to men's underwear enterprises can be reduced. In terms of cost, the increase of workers' wages and the payment of five risks and one gold payment require enterprises to expand their input costs. But when faced with problems, do men's underwear enterprises imitate other enterprises in the same industry, switch to other directions, or stick to their own development ideas? Three enterprises invariably reflect a concept: stick to underwear and do not drift with the tide.

Zheng Dehao believes that if an enterprise is positioned accurately in advance, then the most important point at this stage is to stick to its own direction of development. He said: "at present, consumers still have a certain proportion of consumption blindly, but in the future, the consumption outlook of consumers will become more and more rational consumption. Now some consumers may not be very clear about what kind of underwear they need, but in the future, consumers will have higher demands on their quality of life and become more and more aware of their specific requirements for such products. Therefore, segmentation and optimization of products will be what we insist on doing. Through the detailed classification of products and continuous improvement of product quality, making good underwear, hard demand will naturally be less.

In the current situation, Liang Haibo believes that we must better adhere to the customer as the main body. market The pulse, which is what they have been doing. "We still need to improve the price performance of products. I believe this will help us to enhance our competitiveness." Liang Haibo said.