Down Jacket, Black Horse, Yalu Strategy To Enter Underwear Industry

Yalu, a black horse from the down jacket field, has become a real industry leader. It has won the "China famous brand", "China famous brand", "state inspection free", "China's 500 best value brand", "China's most influential brand" and the brand group value of up to 6 billion 867 million yuan. It has become a large-scale comprehensive industrial cluster integrating textile, clothing, self import and export trade and diversified industries. Every step has become the focus of the industry, and the extension of underwear strategy in 2006~2007 has been rapidly rising, becoming another masterpiece of China's underwear market. During the 90 session of the Shanghai full needle conference, our reporter was lucky to meet Mr. Gu Jinliang, general manager of the Suzhou yam deer Clothing Co., Ltd., and Mr. Ma Nanshan, deputy general manager of the company. The strategy extends "Yalu underwear" as a leading brand in China's apparel industry. Based on the innovation and upgrading of the main business, the Yalu underwear has embarked on a diversified brand strategy to extend its value, and choose the underwear industry which is complementary to the down garment. As a strategic partner of Yalu group, we also rely on many years of experience in underwear market operation and the long-term operation consensus reached on the Yalu brand strategy extension. The four seasons underwear will become a permanent existence of the industry. The influence and financial strength of Yalu brand will be better driven to support the operation market. As a strategic partner of Yalu underwear, Mr. Gu Jinliang, general manager of Suzhou San Ying deer clothing company, said. As a standing director and young entrepreneur of Suzhou Taicang Federation of Commerce, he has set up a factory from scratch to start her own business in a short period of more than 10 years. As a result, Suzhou Sheng Ying Lu Garments Co., Ltd. has become an integrated enterprise group in the field of clothing research and development, production, marketing, self operation and import and export trade. The company has three major production bases for printing, dyeing, garment making and accessories, and professional brand promotion companies and large Relax Resort, and has been engaged in mass production of famous knitting and thermal underwear brands at home and abroad. It believes that Yalu's brand strength and value chain of enterprise scale R & D capability will become an advantageous competitive advantage in the transformation of underwear industry. Compared with the passion of many entrepreneurs in China, Gu always feels the wisdom and rationality of Confucian businessmen. Rational growth: China's underwear industry has gradually entered a relatively stable maturity after more than 10 years of rapid rise. The Yalu brand has entered the underwear market in the industry change, can it go against the trend? In the interview communication, from the relaxed expression of Gu and Ma, we saw the real growth of Yalu underwear. "Actually entering this industry is based on the understanding of this industry. We hope to win the market by combining Yalu and its own advantages for a long time. Then, when the industry shuffle, we need the integration of brand and cost advantage, and we have the same conditions. From the perspective of market sales in 2006 and 2007, we did not blindly spread the net in the whole country but focused on the regional development. At the same time, we made the foundation from the differentiation and combination of products, and promoted the cooperation from the channel network. Although the sales volume was only twenty million yuan, we have already exceeded the original goal from the perspective of enterprise profit, market target and stock proportion. Because the opportunity orientation of this industry has been far away from being rich, and now it is more necessary for us to operate the brand operation market with the mentality of the enterprise. This is an opportunity for innovation, as well as a rational growth. Gu Zong talked about underwear industry, let us feel that more is a realistic and future rational practice thinking, from the company's simple layout, to many continuous visits to dealers, to the company's product price policy, to the sales staff enthusiasm, let us feel the operation of a company need to inject pragmatic and rational innovation of growth genes, enterprises can become evergreen, this gene will become a company culture and ideas, and will lead a company's strategic layout and development and growth. 　聚焦實效　　在談起雅鹿內衣的營銷運作式，在內衣行業沉浸了十多年的蘇州圣瑩鹿服飾有限公司副總馬南山先生笑著說起：“這個行業原來運作瘋狂的時代已經過去，如果仍然去學習別人的老路，只能使企業的風險變大，我們在開始運作時定的基調就是務實誠信長久，所以我們沒有向其他企業一樣高空猛打、打廣告開招商會、全國開花，而是將重心放在了差異化產品的開發與成本控制、渠道托管式的聯盟合作、地面終端的落地執行，我們希望消費者能買得到物超所值的雅鹿內衣系列產品、經銷商合作伙伴能在與雅鹿的合作中能真正賺錢發展，從產品品質與賣相、從渠道利潤與政策來重點發力，將企業的資源聚焦在重點的五個省份進行推廣突破，從兩年整體運作的效果來看，經銷商的滿意度與忠誠度很高，這次全針會我們沒有設展，但很多經銷商都主動到公司 To ask for a contract and introduce us to our customers is far beyond our expectation. We believe that only by upgrading the company's rationality and lasting operation can we win the market based on the industry. " From 2006 to 2007, although we did not see more "stage performance" of Yalu underwear, the actual "underground work" really brought good market performance and rapid development. China's underwear market needs more transition from artistic to scientific transformation. The real competitive advantage of enterprises is often the accumulation of basic skills, resulting in a leap from quantitative to qualitative change, forming a unique mode of competitiveness. During the full interview, the blue ocean underwear in the red sea was engaged in the development and design of the product in 2008, and actively listened to the suggestions of the agents. Several of the products were very differentiated. The emphasis was on strengthening the innovation of product fabrics and styles on the basis of cost control, as well as the recognition of many dealers. Now the selling of underwear products is no longer just the design and development of enterprises, but more importantly, how to develop the product system of the right way with the consumption demand of the regional market as the center. The product category and combination innovation will decide the sales of the peak season to a greater extent, but how to jump out of the Red Sea dispute of the warm underwear? In the interview, we learned that Yalu underwear focused on advancing the underwear market. In 2008, we focused on three key points, namely, marketing system construction, product differentiation and development combination promotion, and regional network development and maintenance. At the same time, we focused on the new strategic layout and entered the new gap Market of Chinese women's clothing with Ying Lu brand. Through the Ying Lu brand, we carried out the extension of the four seasons products and effectively complemented the Yalu lingerie series. The extension of this four season product is aimed at the effective entry layout of the gap market, driven by Yalu and Ying Lu double brands to drive the value growth of enterprises. At present, the gap market that Ying Lu enters is in the growing stage of scattered, chaotic and miscellaneous industries. The marketing operation is relatively extensive, and Suzhou Sheng Ying deer Clothing Co., Ltd. has been tracking this industry for more than a year. I believe that with the new marketing concept and practical operation methods, the brand of Yalu underwear and Ying deer will have a new leap. The opportunity of the blue ocean is the opportunity to catch in the red shipping. When the whole underwear industry is changing, more enterprises are needed to capture the Blue Ocean from the Red Sea and make new strategic layout to form new profit points and value-added points. This requires more enterprises to think about it. In interviews, we feel their realistic and wise thinking, and believe that their operation will bring new inspiration and thinking to more underwear enterprises. Underwear is a strong branch of Chinese clothing strength. Although competition is becoming more and more fierce, she will gradually improve along with the economic development and consumption upgrading. In this upgrading, the brand and mode of the enterprise will become the lasting leading factor of the market development. Under the environment of the 2008 Olympic economic year, Yalu underwear is growing step by step in a rational and pragmatic enterprise operation gene. More clothing investment information, click here to enter the responsibility editor: Wang Xiaonan