Top Priority Of All Brands: How To Seize China'S Underwear Market

China's underwear market is still a big cake. How to seize it has become a top priority for every brand.

Famous in America last year

brand

For the first time, the annual big show moved to China, to Fosun City, and then to Fosun for the acquisition of Italy luxury underwear brand La Perla. The battle of underwear market in China has quietly opened.

"I want to start an underwear this year.

"

A leading clothing company in the country has revealed to reporters.

China's underwear market is still a big cake.

The development of modern women's underwear has entered a century, but the growth in the domestic market has lasted for more than 30 years, and the market share is still relatively scattered.

"The domestic women's underwear market is a particularly fragmented market, with only 12% of the top ten brands," said Qin Yuanyuan, a senior analyst at Rui, a consulting firm.

On the other hand, our underwear industry is developing rapidly and the potential for later development is considerable.

According to Euro forecast, the turnover of Chinese women's underwear market will reach US $25 billion this year, which is two times that of the United States.

It is expected to reach US $33 billion in 2020.

Now that China is in a period of growth, the large and dispersed Chinese underwear market has become a battleground for the military.

Butterfly underwear, a local underwear brand with over 20 years of development experience, is one of them.

In comparison with the rapid acquisition of market share, butterfly is willing to spend more time on its own foundation.

Take the backstage data system, as early as 2000, Die Anfen introduced the ERP (Enterprise Resource Planning) system, and started production data in 2011.

According to the world clothing and shoe net, today, the constantly improving IT system has already become the strong backing of the development, design, production and sale of butterfly.

It also explains why it will carry out large-scale computer updates for three years in 2015, 2016, and 2017.

"In the face of intensified competition in the next 5 years, we will still rely on technology, layout of the new IT system and computer hardware, and promote the important upgrading of" service consumer capability ".

Zhu Huijie, chairman of the butterfly company, said in an interview with reporters.

Deepening data management and improving brand efficiency

According to Zhu Huijie, at present, the development, production and marketing of butterfly are all data management.

Especially in the production process, from order processing, material planning, production planning, production equipment management, semi-automatic production process management, quality and inventory and other links, all rely on computers and data.

Against this background, the most direct solution to computer hardware update is to improve data processing speed, production efficiency and R & D design efficiency.

Take customer experience in the delivery section as an example.

Butterfly in collaboration with many supermarkets in the country, because the computer equipment used before is relatively slow, the bar code used in the production of supermarkets is low.

"After that, we updated the hardware and the system to improve the acceptance rate and experience of the supermarket."

At the same time, deepening data management can also help enterprises have more stable data dependence.

After all, data loss has been a heavy waste of resources for enterprises. Zhu Huijie gave a case in point. Because of the instability of computer performance, the barcode data loss of warehouse goods was once lost, and hundreds of thousands of data were consumed by 3 or 4 people for 20 days.

Upgrading "service consumer capability" and strengthening IT network construction

With the upgrading of consumption, customers have also changed.

In the past, consumers only care about fabric, price and other factors when choosing underwear products, while the emerging 90, 00, or even younger consumers will also care about 5-6 elements, such as color, fashion and consumption experience, and pursue similar fast fashion product experience.

Their demand for product segmentation is also very high.

For example, in recent years, we have refined sports underwear categories in underwear products, and sports underwear can also refine smaller categories such as running, yoga and so on.

This puts forward higher requirements for underwear brand.

It should not only satisfy consumers' demand for "quick service", but also ignore their "personalization".

That is the recent upgrade of the service capability of consumers.

"First of all, we want to" quickly serve consumers ": quickly find demand, respond quickly to meet demand.

At the same time, we also need to "personalize service consumers': accurately identify personalized and detailed user needs, develop and produce products that match demand."

The powerful IT system can help achieve the most efficient interaction and interlocking from the front end of the supply chain to the end of the consumer chain, so as to achieve personalized intelligent response, deeper data processing, and more rapid and accurate intelligent production.

Take the fashion color of the season, at the beginning of this year, by the electricity supplier data system, we found a partial blue biased purple product sales volume was high, and at the same time consumers also preferred this color when choosing gift boxes.

This led them to catch up with a fashion hot spot soon. Pan Tong (Pantone) released the same color in the 2018 year.

In other words, through computer data analysis, Die Anfen just click a few mouse to lock the current hot spot.

They immediately launched the rapid response of all links - design, dyeing, supply chain adjustment, ERP system order, production coordination, and so on.

It took only a month to complete the design adjustment and new product production, so that the sales volume of the product exceeded the expected two times.

In the next 5 years, Die Anfen will develop 10 million members, 1000 physical stores and 1 high-end custom shops.

And the premise of achieving the goal is the management of large numbers of members, personalized service of members, the management of front-end, the integration of online and offline experience, and the realization of customized measurement.

"All these require us to deploy a robust and efficient computer network, and also put forward very high requirements for the comprehensive ability and response speed of the computer system and hardware."

Zhu Huijie said.

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