How can the development of Zhongshan Xiaolan underwear break through?

It is undeniable that Zhongshan Xiaolan has become the core base of underwear, and its every move affects the hearts of industry insiders. Here are the leading underwear brands in the traditional circulation industry, such as Jianjiang, Wenquan, Everbright, Funilai, Longzhijie and other circulation brands, as well as boutique underwear brands such as Z8 and V/O. According to some data analysis, the output value of Zhongshan Xiaolan underwear can reach 5 billion in 2010 (only an estimate), and the average annual production capacity growth rate reaches 30%. There are nearly 500 companies, large and small. It can be said that Xiaolan underwear, which grew up from the "three to one supplement" operating model in the 1970s, has formed an overall industrial chain and also formed a strong regional industrial advantage. From a broad perspective, the Xiaolan underwear industry has obvious advantages over other regions in terms of talents, resources, technology, management, etc. However, these resource advantages have not turned into brand advantages. No matter how reform and innovation are carried out, Xiaolan underwear cannot escape the quagmire of price war. Therefore, this advantage is fragile, because in the early stage of the market, the company may rely on Products can open up gaps in the market, but this advantage is not scarce. As a traditional industry, technology and product advantages can only be the foundation, and ultimately form an effective differentiation from other brands. After Chaoyang and Puning's underwear companies are catching up, no one can answer how long Zhongshan Xiaolan can maintain this advantage! When using price war as the only competitive weapon, enterprises are vulnerable. At the end of 2010, the skyrocketing cotton prices had a fatal impact on enterprises. When the cold winter comes, it will be a matter of who can make more profits. A jacket can help you survive the winter safely. However, at the end of the year in Zhongshan, the impact of rising raw material prices on enterprises, especially some small enterprises, can be said to be vulnerable. Why does this phenomenon occur? This is because enterprises have not formed effective competitiveness. In the quagmire of price wars, enterprises originally made meager profits. Now they are affected by external forces and costs increase, making them even more unprofitable. Therefore, in 2010, many small businesses entered a difficult stage due to the increase in raw material prices. The underwear industry has entered a period of adjustment. Looking at the current stage of the underwear industry, it has entered a difficult period. An underwear business owner once said that 2011 will be a more difficult year for underwear companies due to factors such as production costs (human resource costs increase every year), more intense industry price wars, unsmooth channels, low brand added value, etc. , are all restricting the rapid development of the industry. Therefore, the underwear industry has entered a period of adjustment. The key is in this adjustment period. How companies can make breakthroughs is still a profound issue worthy of exploration and market practice. Looking back, 2010 has just passed. As a traditional underwear company, there has not been much change in both the management model and the market model. Price is still the main means of competition. However, when production costs gradually increase, it is impossible for companies to pass on all the increases in production costs to the consumption level. Then they have to digest it themselves, and digesting it by themselves will dilute the profits of the company. Companies without profits to support them will not be able to survive in the future. There will be no greater investment in market operations, and in a market without investment, it is impossible to obtain higher profit margins. This is a cycle. Therefore, 2010 was a difficult year for underwear companies. In the boutique underwear industry, although at a large level, consumers have a better understanding of this category, and agents are also actively involved in the sales of boutique underwear, it has emerged since the rise of this category. Question: How to increase sales? It is a bridge in the leap-forward development of fine underwear. Under the constraints of channels, how to expand the audience and increase sales of high-quality underwear requires the joint promotion of enterprises and the cultivation of the market. So, under the general uncertainty of the market, as an underwear company in the Zhongshan sector, what kind of breakthroughs should it make in order to find a shortcut to success. Implement grouping to build regional economic sectors. At the current stage of market competition, it is sometimes difficult to change the market trend by relying solely on individual strength. If you follow the market, you will lose your innovative spirit. Looking at Xiaolan Town, it has great influence both in the industrial chain and in terms of popularity. There are hundreds of Xiaolan underwear companies, large and small, and all aspects of fabrics, printing and dyeing, accessories, logistics, etc. are becoming mature. Judging from the degree of market development, Xiaolan has won the title of "China's Famous Underwear Town". How to play this card well requires joint discussion and research by the Xiaolan government, industry and enterprises. In today's environment, it is imperative for enterprises to implement team-building. For example, Chendian in Chaoyang has established a bra association, Yiwu has become the base of the China Underwear Committee, and Xiaolan also has a chamber of commerce. How to make good use of these platforms to implement resource integration and * **Enjoy, benefit businesses in the region, and create the business card of Xiaolan Underwear. Through the reorganization of resources, we will further explore the cultural connotation of the underwear industry, create the brand of "Xiaolan Intelligent Manufacturing", and form a high-value brand in this region to help industrial upgrading, thereby benefiting enterprises in the region, and further strengthening the core competition of enterprises. force. For example, the Xiaolan Chamber of Commerce's underwear design studio was established to comprehensively improve the design style and level of underwear. Breaking the limitation of isolation between Xiaolan enterprises, allowing personnel to fully communicate and improve their own quality. Implement resource sharing to make full use of regional resources. Only when the regional industrial sector becomes stronger can all enterprises be driven to develop.

"Brand" and "Service" as Competitive Weapons Market competition is ultimately the competition between brands and services. Under the current circumstances, although underwear companies are restricted by sales volume and restrict the development of the market, from the perspective of industry development, this is an inevitable trend. Because from a category perspective, it must go through a budding period, a growth period, a maturity period, and a decline period. Today's boutique underwear is in its nascent stage of development. In the competitive segment, there is no strict distinction. The same image lacks brand cultural connotation, a single product, and is subject to realistic subsidiary channels, etc. From a long-term development perspective, improving the added value of products depends on brand and service. When the same shoes are marked with the Nike logo, the price is several or dozens of times higher than if they are not marked with the Nike logo. This is a truth that everyone understands. However, a brand cannot be built overnight. At this stage, it is difficult for high-quality underwear to significantly increase sales. This is a fact and a reality. Therefore, enterprises must be able to withstand pressure and loneliness, and persevere in pursuing the identified goals step by step. Only by perseverance can they form their own style and personality. Because the brand and service style are accumulated bit by bit, now every business owner has a misunderstanding, that is, the enterprise is not yet mature and does not need to cultivate the brand and service. In fact, this is a serious ideological deficiency. Brands and services are not achieved overnight, nor can they be acquired by spending money. Instead, they are the styles formed by enterprises and brands over a long period of time, which allow consumers or the market to have a high degree of recognition of the brand. Knowledge, thus creating inner recognition and loyalty to the brand and the services it provides.