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Interview With He Bingxiang, General Manager Of The Legendary South China Sea Underwear

2013/1/11 10:05:00 32

Olennon General Manager Of He Bingxiang Olennon Underwear

he is a legendary figure in the underwear industry. He is known as the "underwear supreme". He has started from a small workshop and several locomotives, and has developed into a legendary kingdom of underwear, which owns Anli nun, Bei Li Ting, Mei Zhi Ting, crystal secret and Barbie free. 
 he is an entrepreneur, and is also proficient in "a target=" _blank "href=" //www.sjfzxm.com/ "designer" /a "and underwear. He can master both sides in the commercial war and guide the country in the fashion trend. The rigour of entrepreneurs and the sensibility of designers make underwear a classic fashion and make underwear a culture. 
 "plum blossom fragrance from bitter cold" is a portrayal of his life experience, and also an inspiring memory. In small underwear, it creates big industries. As a well-known underwear enterprise, He Bingxiang, the head of Guangdong Olympic group, is writing brilliance with wisdom and courage. 
 strong > reporter : in the initial stage of reform and opening up, China's industrial development has just been in the enlightening state. Under the circumstances, you are bold and innovative, and take the first step in hard pioneering work, and set up a small underwear factory. Why do you want to start your own business? Why do we need to choose the underwear industry? Why? /p.
 chairman He Bingxiang (hereinafter referred to as He Bingxiang): I enter the underwear industry. There are three reasons in a comprehensive way. The most important reason is that my wife, miss Liang Xuelan, all of us respect her as Lan Jie. At that time, she was the first underwear training instruct in the underwear factory in China, and was directly employed in the Hongkong Dai Li Si company. I was in the catering industry, but I always wanted to change jobs. Later, when I met my empress dowager, I also spanferred from business to industry to work as a political worker and factory director. Many times, she used to teach her underwear sewing technology at noon. And with my master, Mr. Jielun, the teacher and disciples were also introduced and recommended by my wife. When Jielun met with me, he felt that I was very smart and talented. He was also a very talented person, so I had the cooperation mode of "my master chicken and soy sauce", and I entered the underwear industry from now on. 
The second reason for P is my uncle. He is director of the oil painting department of Guangxi Arts Institute and President of Guangxi Oil Painting Association. When I was a teenager, I often came back to visit relatives in Guangdong and taught me to draw and sketch. I could always say that I had been influenced by art since I was a child. This also gave me great interest in drawing, and I also have artistic talent in this aspect. After graduating from high school, he went to Yanbu culture station. He often took part in some posters, government windows and other amateur creative works organized by the cultural station. At that stage, he met Chen Chuangzhi, a master of Sanshui Cantonese Opera Troupe, and followed him for 5 months. 
 third reasons is my pursuit of beauty. Maybe my nature has always pursued and longed for beauty. So after graduating from high school, I also specially trained for 3 years of Chinese painting in Guangzhou Yuexiu Art Institute. It can be said that by learning Chinese painting, my vision is broader, and I set up my own unique aesthetic views, and pursue the perfect personality molding. This is also the cause leading me into the creation industry of underwear. 
 strong > reporter : Nanhai Yanbu (now changed to Dali town) is the birthplace of China's underwear brand. It is also the "Whampoa military academy" in China's underwear industry, which has trained a large number of talents for the development of China's underwear industry. What is the leading brand of this sector - what did he do in the brand building and personnel training at that time? 
 > strong > ho bun Xiang : speaking of the Whampoa military academy, this will also start in 1979, that is, the second year after the third Plenary Session of the 11th CPC Central Committee. My master, Hongkong, "Mr. Jielun of the chest", has set up the Hongkong underwear factory with the cooperation of Yantai City Industrial Company. Although the two words "Liz" are very unfamiliar to consumers, the earliest technical backbone and management personnel trained by the LISS underwear factory, such as Liang Xuelan, my wife, and Mrs. Wu Yanfeng, general manager of Lingyan underwear company, have made great contributions to the development of the underwear industry. Therefore, the LISIS factory is also known as the "Whampoa military academy" of the Yantai underwear in South China Sea. The salt lake in South China Sea has become the birthplace of the modern underwear industry in China. With the support of the government, a number of high-quality and reputable underwear brands have been produced by the government's support. "Liang Xuelan" Such as "lilun", "violet", "Carrie poem", "Mei Si", "Yi Ni Ni", "Yi Manli", "sister flower", "Ai Dai" and so on. 
 in fact, in terms of brand building, he is supposed to be a foresight and is in the front. The creation of the brand was mainly due to the impact of the financial turmoil on the development of the enterprise, and the impact of the single business outside the factory was quite large. The business model of "three to one supplement" had met the bottleneck of development, so I began to think about the way out of the factory and decided to change the type and set up the independent brand: the 96 and the other. And in the next few years, Olennon and violet will be spanformed into "China famous brand", "Guangdong famous brand", "China famous trademark" and "state inspection free products". 
After "P", other enterprises in Yanbu began to build their own brands by following the example of others. And as the only salt step underwear enterprise with the only four "China famous brands" in the Chinese bra industry, many people have consulted us about their experience in technology and management. I am very happy to share with my colleagues. It can be said that the door of the "Whampoa military academy" is always open. Du Chengping, the chairman of maple lotus underwear, is an apprentice I brought with him. He has also honored me as a master. Previously, as long as we worked for our company, we were all directors or managers in other companies. It turned out that my master Luo Jielun's factory was Whampoa military academy, and later became a military academy in Whampoa. It can be said that I have taken the baton of the master. 
 > reporter : in the year, it was one of the brands that pioneered the introduction of advanced marketing management mode. It was also the first enterprise to carry out the strategy of brand development in China. Why did the innovation of these models be carried out at that time? What role did these new models play in promoting the development of the brand? 
 > strong > ho bin Xiang /strong >: the innovation of underwear enterprises covers management innovation, product R & D technology innovation, production process innovation, channel innovation, terminal service innovation, and market support policy innovation. These benign innovation measures are a benign impetus to the development of the marketing market of underwear enterprises, and also create a good atmosphere for the development of underwear enterprises. 
 in the aspect of management innovation, after establishing the brand, Olennon can also say that he encountered the bottleneck of development. In the past, all the affairs of the company were basically handled by me. For example, management, research and development, production and so on, I was very knowledgeable. People from all walks of life called me an omnipotent boss, but the bigger the business, the more and more brands, and they felt that they had no choice. Therefore, in management, I took the lead in hiring professional managers to conduct standardized and scientific management of the company. In this way, I can control the overall situation from a higher angle, and give them a career manager, a business development direction of things can be, so that the company has taken many years of brand refinement road management innovation. In this way, I can give guidance to macroscopically, so I do not need to get involved in spanactional matters. 
 in terms of channel innovation, it can be said that in the future business operation mode, integration and hypermarket will become the mainstream. The underwear shop is the mode of operation. This mode is exactly what our group is now carrying out the "long voyage plan" and "escort plan". The plan is to integrate the resources of the group effectively, effectively integrate the existing brand of the company according to the terminal's store and camp conditions, meet the needs of consumers at different levels and meet the different needs of the same consumers in a store, so as to realize the one-stop shopping and avoid the hardship of the consumers, so that our terminal operators can gain more profit margins. Because they save the operating costs of different brand products of the same store, and avoid the embarrassment of the image of the store. /p for example, the present life.
On the one hand, P can effectively utilize resource advantages and reduce operating costs; on the other hand, on the basis of shortening operation links, it can also effectively reduce costs, and then give profits to consumers at very competitive sales prices, thereby stimulating terminal sales and expanding market share. Third, the product brand will be driven by the brand of the storefront, and the complementarity of resources will help to better promote the image of the brand. It will play a very good role in promoting the construction and promotion of the brand image. 
 Why do we dare to say so? Because we have to carry out the "long voyage plan" with a rich product line, which involves innovation in product development, production process and market support policies. Because the product line is thin, the goods can not support the scene of a hypermarket or store. In recent years, our company has been investing in new production lines, extending product lines and developing diversified products, including brassiere, body, thermal underwear, household clothes, bathing suits, and single pants. 
At the same time, we also bring forth new ideas in the aspects of store display, shop decoration style, service and so on. Because the quality of terminal image has a direct impact on the influence of brand image, and also directly affects sales volume. P For example, in the image of shop, the secret of Mei Chi ting and crystal is the whole shop output, and the new image of terminal store container was launched last year. The launch of the new image is also sought after by the terminal. New stores are now using new images, and some old stores are actively carrying out image rectification with the support of the company. In terms of display, in view of the 4 and 5 star shops, we launched the free distribution window support policy to enhance the store image in an all-round way, in order to better brand building and enhance brand image. 
In short, P, anyway, no matter in the past, now or in the future, we hope to further increase investment in brand promotion, marketing policy, terminal training, product development and so on through the innovation of these models, and expand production and expand the market. At the same time, we should stick to the brand differentiation orientation, carry out the brand intensive farming and meticulous work, achieve multiple brands go hand in hand and develop together, and strive to make the P group a leader in the two or three tier market of underwear industry in the next five years! 
< HR / >
 > reporter : you are an entrepreneur who is good at business management, and also an artistic director and founder designer of the company. What is the perfect combination of the two? What kind of role do you play in the rapid expansion of the market?
 > strong > ho bin Xiang /strong >: many entrepreneurs in the underwear industry may have their own unique success in running the company. In addition to management, I prefer product design to quality. It is not entirely marketing that a good thing sells. If the product is not good, marketing is well done, and consumers may only visit once. But let the product itself speak, this customer may be your loyal repeat customer. So we have good reputation in wearing products, whether in the industry or in consumers. This is also the main reason why our company has been able to develop steadily. 
 besides, in addition to research and development, I am also very strict in terms of product quality. It can be said that product quality is the key to my life. So, we made millions of dollars to build a first-class product testing room. The products were tested very strictly here. Because our standards and requirements are too high, and even no factory is willing to help us process products, the factory directors say that after processing my products, the workers run away, no matter how high the price is, they are unwilling to do so. So our products are made by ourselves. In order to meet the continuous expansion of capacity demand, we can only add a few branches, such as nearly 2 or 3 years of newly opened Guangxi branch, Hexi Branch, etc., is to meet the rapid expansion of the group market demand. 
 > reporter : after nearly twenty years of development, you led the brand of the brand of the underwear industry as one of the famous brands in the underwear industry. Your company is also from the small factory of the year to today's group of famous underwear brands, such as "oleno oleno", "skandy violet", "Belit", "oleno gold makeup", "magifit", "crystal secret crystal secret", "tobarbe rabbit pyrene", "Hou Yi Ya" and so on. How do you view the development of the group in recent years?
 > strong > ho bin Xiang /strong >: in brief, it has been 23 years since the development of the first batch of underwear private enterprises in China. Over the years, the development of the group has been summed up in six words: "high quality, multi brand" intensive cultivation. In the brand operation, a total of 5 brands are officially sold on the market, one of which is the first brand of lingeron in China. It is China's first brand of underwear. It is also a well-known trademark and exemption product in China. It also has the two sub brands of double Lily and gold makeup, as well as the elegant home clothing brand just in the order meeting of August this year. 
"P" second brand is the violet pedicel, Shanghai's ancient and modern is our total distribution. 
 Mei Zhi Ting is an international high-end brand body imported from Canada. It was officially launched in April 2010 two years ago. Now more than 100 flagship stores / counters have been stationed in the top shopping centers all over the country, such as Beijing Xinguang Tiandi, Guangzhou friendship, Shenzhen Jinguang Hua, Hainan Sheng Sheng, Shenyang Zhongxing, Nanning dream island, Xi'an Century Golden Flower and so on. 
 Fourth brand is crystal secret, mainly for 85 to 90 after the young consumer group, is in May 2011 Shenzhen exhibition strong launch of a young fashion brand. Designed by Korean style, it is the youngest brand among all the brands of our group. The positioning of this brand is to complement other brands within the group. The former brand consumer groups are of a larger age level, while the crystal secret is mainly aimed at young people. 
 there is also a rabbit brand named rabbit pyrene, which is sold on the Internet. "E". In 2010, the group set up the Ministry of electronic commerce, officially launched e-commerce sales channels. Now that the Internet has entered tens of millions, many people like to go shopping online. When you go to see Taobao, its sales performance is tens of billions of dollars. Now there are more people buying online, so we are also following the trend of the consumption of the times. Two years ago, there was the idea of selling flagship stores on Taobao. After 1 years of sales, I still feel able to do so, so now we have increased investment in rabbit Barbie. 
 another children's clothing brand "love BB" is also being planned. We will choose the right time to launch in the past 2 years. Although this is a children's wear brand, at present, we will not make children aged 3 to 6 years old, only 0 to 6 months of boxed products, which can be sold online or wholesale by professional wholesalers. Because now many young people, such as a pregnant wife, let her husband accompany her to go shopping, but some young people will feel more annoyed. So the love of BB suits is the preferred choice. In addition, there are children and children who want to buy some BB products for their own use or give away to others. Now there are such products on the market, but I don't think it's very complete. I think there should be some cotton swabs, cotton balls, towels, triangle pillows, one or two sets of "a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a" and so on a complete set of BB supplies, so gifts or self use is better. 
 "role" is a brand that we used to be. Now we are ready to launch in the past 1-2 years. The main position is leisure men's underwear and men's casual wear, mainly considering the supplement of group category and increasing joint selling of stores. 
All in all, our existing brand kingdom is like a Pyramid, with a wide coverage, targeting high-end consumers, and a middle end, popular consumer group. P This is mainly the company's development and operation to a certain extent, the brand operation requirements have also entered a higher level. For this reason, the company set up different brands for different consumer groups positioning and different prices, and carried out multi brand differentiation and meticulous operation, hoping to provide consumers with more intimate and more accurate products and services. 
 strong > reporter : with the rise of the Chaoshan lingerie plate and the extension of the first-line brand, the introduction of the sub brands has brought the pressure of competition to the underwear enterprises in the South China Sea. As the president of Yanbu underwear Association, how do you think the industry organization should lead the member enterprises to upgrade the industry to further enhance the advantages of the South China Sea underwear industry plate and create a strong brand of "Yanbu underwear"? This is the industrial brand name. 
 > strong > He Bingxiang : after 30 years of operation and development, Foshan industrial cluster has formed various professional towns as early as last 80s. For example, there are collective trademarks such as "Jinsha hardware", "Ping Zhou Jade", "Ping Zhou a target=" _blank "href=" //www.sjfzxm.com/ "> shoes > /a" industry, "Dali nonferrous metals", "Dali professional market" and so on. And this year, the collective trademark of "Nanhai Yanbu underwear" has been approved successfully by the State Trademark Office this year. But at this stage, the pattern is still scattered, and the problem of high homogenization and low price of products is needed to improve. For example, from the original brand development to multi brand management, building regional brand and realizing the intensive development of brand economy, this is also a good way for all industries to warm up and start regional brand under the background of economic depression. 
 to underwear industry board, if we can work together to enlarge the collective brand of Yanbu underwear, we can not only enjoy the same benefits, but also drive the regional economy and become a brilliant business card outside the Dali sea and South China Sea, but how to promote and manage it is a matter to be considered urgently. 
 according to the preliminary plan of the government, we now plan to manage the Yanbu underwear brand collectively by the Yanbu underwear trade association. As the leader of Yanbu underwear trade association, Olennon, as the leader of Yantai underwear, will play the role of the trade association, give full play to the role of the trade associations, integrate the salt underwear manufacturers to form the overall advantage, build the service platform and develop the industrial clusters, and enhance the popularity of "Yanbu underwear" regional brand, and form a strong competitiveness and take the road of common development. Specifically, it is: 
 with the government's efforts to build a fashion city in southern China and establish Yanbu underwear headquarters base, the underwear backbone enterprises will be better developed. 
At the same time, we should build Yantai underwear Creative Industry Park, expand the development space of Yanbu underwear through the construction of industrial carriers, and extend the industrial chain P. 
 strengthening the construction of integrated service platform, promoting the establishment of a high standard testing center, ensuring the R & D and quality of products, and actively developing a national quality inspection center to provide more in-depth services for lingerie enterprises. 
In terms of culture, we also plan to build underwear Museum, exhibition center and so on. P 
On the other hand, every year, the association participates in the large-scale professional exhibitions with the theme of Yanbu underwear regional brand with the government organization Yanbu underwear enterprise, and unified image and unified propaganda. P For example, the Chinese fashion underwear culture festival held in Hunan satellite TV in 2010 and the recent Shenzhen international brand underwear exhibition in recent years have achieved remarkable results. 
< HR / >
Besides, P has held two underwear model competitions and design competitions at the beginning of its founding. This year, we will continue to hold the "2012 third Yanbu underwear Cup National underwear model competition", and the domestic authoritative underwear fashion trend conference, to show the fashion of "China fashion underwear brand city". These activities will become the regular annual dynamic display platform of Yanbu underwear, and continue to consolidate the leading position of Yantai underwear in the industry. 
 and, in recent years, sales of underwear on the Internet have become a new trend. Many famous brands of Yanbu underwear have joined the ranks of network sales in these 2-3 years. After having tasted the sweetness of Internet sales, many small and medium-sized underwear enterprises want to rely on the collective trademark of "salt step underwear" which has just been applied, and set up a special e-commerce department to help them gather and sell. Therefore, Yantai underwear trade association has also added an electronic commerce department on the basis of the original 5 departments. It will convene 20 related professionals to build a platform to promote Yantai underwear brand. We hope to guide the small and medium-sized underwear enterprises engaged in OEM to focus on the use of collective brand, and network sales promotion, step by step and become bigger and stronger. This is also the practical and exemplary way that we have already done in front of us. 
 strong > reporter: now the underwear industry, many of the first generation of entrepreneurs have delegated power to the new generation leaders to show their talents. How do you and your daughter work in the division of strategy and management? 
 He Bingxiang: > as I said before, in terms of company management, I am mainly responsible for the overall control of the group. As for my daughter, she Zhi, because she has been studying abroad before, a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" management and design. In recent years, I have been doing research and development design with me, so I have now handed over to her the core of the product research and development group, which I value most. I hope she can apply it to the better and better promote the group products in the eyes of the industry and consumers. 
 > reporter : as a famous entrepreneur in the underwear industry, you have devoted all your life to the development of Olennon group. After decades of development, the Olennon group has achieved good results. As a navigator, how do you view the development of the group in the past few years? What will be the direction of development of Olennon in the future? 
"P > ho bin Xiang /strong >: China's economic situation continues to improve in the current" intensive farming "market environment, as a second-line brand leader, the company has always advocated walking on two legs, not only in the domestic multi brand operation, the existing store performance and image enhancement, synchronous marketing channels for the country also continue to expand, dig deep, implement the market intensive farming strategy. My task is to ask our marketing director Huang Ming's task to identify the layout of every province in the province, and which areas have not been laid out, and whether they should be analyzed. In recent 2 years, he has been digging deeper into customers, increasing sales and opening stores. 
 in the next five years, according to the strategic planning of the group, the company will launch the group's long voyage plan and convoy plan in August this year, and actively cooperate with the national partners to open the market and make it stronger and bigger. Specifically, we will effectively integrate the group resources, further invest more in brand promotion, marketing policies, terminal training, product research and development, expand production, adhere to the brand differentiation positioning, carry out the intensive cultivation of the brand, meet the needs of consumers at different levels, achieve multiple brands to go hand in hand and develop together, and strive to build the /p group into the leader of the two or three tier market of underwear industry in five years, so that consumers can experience our more intimate, higher standard and more comprehensive services. At the same time, our agents and distributors will get better and higher returns.
 reporter : growing up in the field, she is also sharing the responsibilities of society. In recent years, you have been interested in the public welfare undertakings of the society, such as sponsoring the "Pink Ribbon" public welfare activities, and actively donate money in the 5 / 12 Wenchuan earthquake. The various behaviors of enterprises have also been recognized by the society. You have won the "China Women's Charity Award" with you. How do you see these honors and how to continue to participate in China's public welfare business in the future? 
 He Bingxiang: "/strong >" strong "brand positioning as a health underwear expert, in order to repay society, care for women, to pass on health and self-confidence to more women, in fact, as early as 2005, in the underwear industry no one pays attention to female breast health, we have developed healthy breast underwear, and pay attention to women suffering from breast diseases. In 2010, the Chinese women's development foundation, affiliated to the China Women's Federation, donated 3 million 800 thousand yuan worth of breast milk underwear to breast cancer patients in various provinces. At the same time, it donated 1 million 60 thousand yuan in cash to purchase health testing vehicles, and joined hands with a number of top three hospitals to make breast health tests for women. It also established a "a href=" //www.sjfzxm.com/news/index_f.asp "olive /a < tulips" public welfare fund with the women's Federation of China. It appealed to individuals, enterprises and society to care for women, and pay attention to prevention and treatment of breast cancer, early detection and early prevention. 
 this is just a little reward that we can make in the past few years. We can join hands with the women's Federation to do the public good that benefits the society and women. It is a way for enterprises to repay the society. But the government has given Orion and me a great honor. This is both an honor and a pressure. In the future, we will continue to care for women's friends with the China Women's Federation. In the next 3 years, we will continue to donate $about 15000000 worth of love underwear and mother health express to help more women. In the next step, we will consider a distant mountain health center, or a mountain woman away from the health center. 
 because I have always believed that the development and honor of enterprises originate from society. If enterprises develop, they have to shoulder more social responsibilities and repay the society. Therefore, Olennon has always been a "caring women's health, promoting the harmonious development of the industry" as a responsible person, and actively participate in and promote industry promotion and social welfare activities. At the same time, I also appeal to more enterprises to join us in caring for charities and supporting public welfare undertakings. 
 strong > reporter : olive brings women a comfortable and healthy product, and also brings underwear and healthy dress culture to female friends through the spread of underwear culture. In the future, how do you continue to pass more knowledge of health underwear to Chinese women through products or other channels, so that Chinese women can get out of their underwear? /p
 He Bingxiang: I mentioned that the brand positioning of aononon is health a href= "//www.sjfzxm.com/news/index_f.asp" and underwear expert < /a >. We will spanmit knowledge of health underwear to women in China and even the world through various channels, so that more women friends can walk out of their underwear wearing misunderstandings, such as: 
 first of all, it is to do well the product itself and provide healthy and comfortable underwear for female friends. Here, through you, please let the consumers rest assured of the production of our company. Why do I say so? First, I attach great importance to the quality of the product, so long as I think it is unqualified, I would rather scrap this batch of goods, or allow it to flow into the market. Two, as early as 2005, we spent more than one million dollars. In the industry, we pioneered the establishment of the quality inspection laboratory. The original intention was to strictly control the production from raw materials and other sources, starting from the source of procurement. The raw materials purchased require not only the supplier to provide the national quality standard certification, but also the actual testing in our testing laboratory, such as color fastness, pH value, composition, weight, appearance and so on, which must meet the national standard. We must ensure that every product we produce is healthy, environmentally friendly and safe for consumers. A product has a good reputation in the consumer. It is the life of the product and the foundation of the survival of the enterprise! 
 two is through the mention of the "nlnon tulip action" and the public welfare fund, we will continue to pay attention to women suffering from breast diseases, and at the same time cooperate with the red star stars to shoot naked art blockbusters, spanmit health care knowledge through public welfare campaigns, appeal to individuals, enterprises and society to care for women, correctly wear underwear, do breast prevention, early check and early prevention. 
 three is the training of shop assistants through our own terminal channel, our group's training business school, the national tour training meeting and the usual supervision tour shop, and conveys the knowledge of healthy underwear to the female friends who care about our company through the salesperson. 
Reporter P: reporter: as a senior entrepreneur in underwear industry, how do you see the past, present and future of underwear development in China? How can you learn and innovate in order to enhance the core competitiveness of Chinese underwear? "/p".
 He Bingxiang: before China, underwear was a piece of fig cloth for women. There was basically no appeal for styles, fabrics and spirits. With the improvement of social civilization, the pursuit of individuality and fashion will become the mainstream of underwear development now and in the future. Underwear is no longer just a garment worn inside, but gradually becomes a supplement to the outer garment. The collocation between underwear and fashion is becoming a trend of development. Whether it is personalized products or traditional products, its technology content will be higher and higher, such as: < a href= "//www.sjfzxm.com/news/index_f.asp" > lady underwear < /a > besides beauty and comfort, it also bears the functions of body beauty, body building and so on. 
 according to the survey, China's underwear market is growing rapidly at the rate of nearly 20% per year. In the next 5 years, the Chinese market will have a huge sales space of 500 billion yuan. Underwear has become one of the most promising industries in China's clothing industry, and is also the last piece of cake in the garment industry. After the price war, the concept war and the advertising war after the initial stage of brand building, the brand layout and product layout were initially formed, and the product segmentation was basically completed. 
 this change in the demand pattern of consumers' underwear and the pattern of industry development require that underwear enterprises adjust their development strategies in a timely manner and pay attention to brand building, which is an inevitable trend for the development of underwear industry. China's underwear industry has many generation processing enterprises. They can compete with international brands in terms of product design, processing quality, technology and so on, but their capabilities in brand building, channel construction and marketing are still weak. 
 on the other hand, although our country's < a href= "//www.sjfzxm.com/news/index_f.asp" > underwear "/a" has a large scale of industry, its technological strength is rather weak. Only a few enterprises have scientific research or testing rooms, as well as human body databases. Most of the development of science and technology is limited to the learning and application of molding technology, and the independent research and development ability of new materials, new technology and new technology is weak, and the research on human body model and underwear suitability is lagging behind. 
, therefore, in these respects, I think underwear enterprises should vigorously strengthen brand influence and technological innovation. For some large comprehensive underwear enterprises, on the one hand, the sales force of the terminal can be enhanced through the extension of products, such as the introduction of household clothing, swimsuit and other supporting products; on the other hand, by focusing on the development and application of new materials and new technologies, and even in the fields of raw material production and fabric development, the core competitiveness can be enhanced through product innovation and the ability to resist risks can be enhanced. In addition, in the market segmentation, different subdivision areas are occupied through differential competition. Each sub category brand aggregation will gradually focus on the formation of differentiated brands at different levels.