2011 Warm baby fall new products, such as a wonderful flower underwear market, beautiful sparkling glittering stage in the autumn. "To make fashion casual joker underwear" is a brand new warmth times the concept of brand value.
In entering the Chinese underwear industry in the eleventh year, Nongbo children to innovation as the core value of a landmark change in the fashion casual lingerie market a sudden emergence, the rapid occupation of the highlands.
In particular, in the past year or two, with the rise of new consumption channels such as store purchase and online shopping and the new generation of "post-1980s" consumer groups, NBC is rapidly moving to open new marketing channels such as store purchase, online shopping and weibo, and The traditional interactive terminal channel brilliance, becoming the forerunner of the industry's electronic communications marketing. Warmer times already find time to move, win tomorrow.
Innovation Jianye interpretation come from behind
Since 2000, the warm baby Clothing Co., Ltd in Qingdao has been established, after 11 contained in the new map determined, warm double child has become China's well-known well-known underwear brand . Warren baby entering the market is the first battle to win with innovation in the new century, the economic environment of the turmoil in the first decade, are mixed in lingerie industry, Warbler broke the life cycle of life and death of private enterprises in three to five years life bottleneck, Highlight the siege, the achievements of the industry leader.
The end of the nineties of last century, China's thermal underwear industry began to sprout. From 1998 to 2000 for the first phase of the development of the industry, Yu Zhaolin, Arctic cashmere, Antarctic people formed the top three brands of the market structure, while the outbreak of thermal underwear first advertising war and price war, more than 300 small and large enterprises On the same stage of competition, the prices of products in the process of mutual squeezing step down, corporate profits directly reduced.
In 2000, the beginning of a trial of warm water children did not continue the previous price war, but thermal underwear Fabric milestone really out of product quality as the core of the enterprise development.
The first generation of thermal underwear mainly uses the multi-layer batting thermal insulation technology, was dubbed the "plastic shed", put on, bloated, clumsy, airtight, no beauty at all. Warmer times keenly discovered the people in the warmth after the United States demand, joint research and development of advanced international institutions to carry out scientific research, China has created the first body sculpting both body, and warm and comfortable and lightweight new generation of thermal underwear - Warmer beauty body Body sculpting warm clothes, breaking the industry's single point of warm demand, the "body" concept into the warm function, which further subdivided the underwear market and the formation of the traditional insane underwear brand insurmountable brand division, was much Scale industry opened up a new space for development, leading the development of the new direction of the industry.
In the emerging but restless industry, as a latecomer to China's thermal underwear market, Nuobei entered the thermal underwear industry, the industry has gone through four or five years; However, because of the appearance of Nuobei, China's thermal underwear The pattern was re-divided, led to the thermal underwear fabric landmark change. Warmer times to innovation as a starting point, the successful interpretation of "come from behind."
Break the traditional brand with the new
Being a good business is easy, but being a business that affects the industry is hard. After 11 years of meticulous operation, Warrenberg has become a banner in the industry. Under the leadership of Warrenberg, the underwear industry in China has broken the traditional style of selling with price, and marched toward the grand pattern of modern brand marketing .
Warren double president tax new that the brand is the DNA of enterprises, brand positioning and style determines the influence of enterprises in the minds of consumers. Because of this, warm times children create a combination of fashion leisure and health brand definition of comfort. "Fashion is an attitude of leisure, health and comfort is the basic needs of underwear is the personal thing, such as the human body's second skin. Underwear production strict control to create a new standard of health and safety underwear so that the full range of products meet the "basic technical requirements of national textile safety," the A-type products that infants and young children's products, to create a more comfortable health, fitness and safety standards Underwear. "New interpretation of the tax It is precisely because of this people-oriented concept, only the vigorous development of enterprises.
Standing at the forefront of fashion, and now underwear and coat boundaries have become increasingly blurred, underwear Waichuan has become a fashion trend. Warmer times timely launched a series of thin shells cool products, firmly grasp the trend of underwear as part of apparel, the successful realization of the product transformation.
New tax believes that the transformation and upgrading of products is determined by the changing needs of consumers. "Now that the '80s' have become the mainstay of consumption in the market, their consumption habits are different from those of their predecessors, which requires enterprises to reposition their products." According to the tax, brand positioning needs to be inherited, but if the immutable heritage , Only from the forefront of the development of the times, resulting in brand aging, loss of brand vitality. Only with the times brand, can be kept fresh forever.
The trend of the times will "80 after", "90 after" to the front, warm times children to product innovation changes, to win the future trend of development. Brand is used to communicate with consumers, and the product is presented brand value, and only product innovation, in order to achieve communication and consumer interaction, access to consumers.
Successful change of channels test the water without store marketing
New tax told reporters that the United States spent 10 years to build a home appliance kingdom of more than 50 billion, and Ma spent just five years, it has cast a miracle of more than 800 billion yuan. Differences in the value of wealth created between the traditional industries and e-commerce are fully reflected in the new taxes. According to statistics, in Japan, South Korea, online shopping, home shopping, telephone sales and other emerging sales channels have accounted for 12% of the traditional sales channels, but in China this ratio was only 0.9%. Warm times children are taking advantage of the opportunity to change, to open up new online and offline sales channels.
In 2009, warm baby electronic purchase department was formally established. This reporter learned that, as early as 2008, in order to actively cope with the global financial crisis, warm times children opened up a new sales model - e-commerce, non-retail market retail sales model so warm times children play a good opener, bamboo charcoal Combinations such as bouncing series of products, so that consumers shines. Warren times outstanding performance in the purchase of electricity for the crisis in transition in small and medium enterprises to create a new channel sales model.
Warrenberg was China Electronic Chamber of Commerce in 2009 as an excellent supplier of communications and marketing industry, as the crisis, a counter-current example. The taxpayer CEO Tax said: "Building a brand is a cumulative process. Only by always maintaining a strong sense of crisis and innovation can we remain invincible in the fierce market competition."
Today, Warren's sales channels have covered offline physical stores, as well as multi-channels of online shopping and online shopping. New tax that rely on TV, Internet media resources without store sales is the future development of the retail industry, a new trend, "in the past we offline and online sales revenue share of about 9: 1, from this year's sales performance, has reached 7: 3 pattern, the growth momentum of the network can not be underestimated. "Reporter learned that in the past online sales are mainly concentrated in the north, and online sales, online sales are relatively weak, Jiangsu, Zhejiang and Shanghai, the performance of the three occupied 70% of the total sales, forming a strong complementarity.
TP outsourcing and third-party network from the dealer cooperation, and now officially launched Warren baby Network Department, so buy, the official mall and other online channels, and now, times warm children Network Road has just bid farewell to just the sea to the small board, and toward the electronics Large aircraft carrier communications marketing forward.
Fun microblogging new starting line win tomorrow
Enron from the beginning of the market, the successful marketing has become a hot bet to occupy the market magic. With the rise of microblogging and other emerging media in the country in recent years, warm times children move to create a distinctive self-media. "Traditional media such as television, radio and newspapers still hold the advantage of propaganda, but compared with the traditional media, microblogging brings relatively fast communication to enterprises and relatively low operating غير مجاز مي باشدts. Read what, and the rise of microblogging, there can be active search media read, you can filter out the useful value, you can break through the restrictions of the media circulation, geographic limits, through Weibo, we can even fans across the ocean Marketing our corporate brand. "No one thought of as the helm of a business tax even microblogging people.
Weibo official microblogging warm times, a prize forwarded microblogging was forwarded more than 6,000 times. "If each user who is forwarded has 100 fans on his own, then this weibo will read 600,000 times." The tax is a fresh example.
New tax told reporters, "Last year launched a personal microblogging, I quickly discovered the three major functions of Weibo, the first is the social function, the past and the exchange of business cards with each other, but now as long as the micro-Bo each powder ; Followed by CIM service function, narrowing the distance with fans through the microblogging functions such as topic, comment, forwarding and the like; and secondly, through Weibo enterprises can realize 'self-media' and spread corporate brand value. "Therefore, Think that the brand is used to communicate, the product is used to exchange.
This reporter has learned that in October 2010, the official microblogging warm double children established, so far has nearly 100,000 fans. During the Mid-Autumn Festival, tax new private letter plus V fans, as long as the reply address, phone, size, you can receive warm times child Mid-Autumn Festival gift. More than 500 private letters received nearly 450 responses, as well as fans in London have also received a warm gift times. Through Weibo, Warren times to achieve the end of the world if the adjacent interactive marketing. "There are 400 million Internet users in China, and now SINA registered users have reached more than 200 million, so the next 2 to 3 years is the outbreak of Weibo." Tax New Forecast In the next five years, online marketing may outperform traditional marketing.
Without Apple's capacitive mobile phone innovation, a dominant pattern of Nokia may not break a long time, Motorola, Samsung and other traditional mobile phone brands may never know in the balance of mind. "If you refuse to understand the future development trend, you will be eliminated in the future." Tax Newly believes that many enterprises are not losing at the starting line, the starting point for everyone is the same, the key lies in the process of survival and development, the "win In tomorrow "concept who can better understand and use.
■ reporter notes
New tax is a "micro-more than three"
In a few minutes waiting for the new CEO tax rebate, the reporter constantly sketches in the mind of a leading brand of industry leaders will look like, will be wearing a straight suit, will not be pockets of sophisticated pen, will be Will not be rigid sitting at the desk talking about?
The new tax is a punctualist, because it did not take me much time to outline his image, and when an agreed interview was held, a young man dressed in green casual shirt and bright jeans appeared in front of reporters. Young, is a new tax heart, the kind of fresh breath, let reporters immediately understand why Warren baby over the years has been able to lead the underwear industry's fashion trend.
Taxes politely put the phone to mute, and then invite reporters to sit in front of the coffee table, refined conversation. The whole interview was easy and enjoyable. The reporter seemed to have been talking to the same age "after 80s" and did not feel the immediate front of the head of the enterprise had already crossed the thirties.
When talking to reporters about the times Weibo children's microblogging marketing, tax immediately opened the chatterbox. He picked up the cellphone next to him and started to expose the reporter to the sun. The reporter saw the news of the warm autumn child new fall conference has been disclosed through the microblogging, in this era of micro-media, the spread of microblogging beyond the imagination, not long before this microblogging was forwarded thousands of times .
In the official Weibo microblogging, a veteran plus V fans window, the identity of the certification is the first domestic high-end window models customized sculptor, the new taxes using a mobile phone to reporters for his skillfully demonstrated his reply: Thank you received the official flagship warm times sent thermal underwear, super comfortable to wear, thank you tax total Mid-Autumn Festival gifts, and the size is very suitable. "Also attached to a group of photos, the first one is warm times children's exquisite packaging; The second one is neatly stacked underwear; the third is a handsome guy in person, the photo fans also deliberately put the label in front of the neck collar, fans try to make the product more convincing clothes.
The concept of reporters, playing microblogging is a trendy, is a trend, the reporter interviewed in the past have never encountered a business CEO of microblogging is so fond of and refined Road. New tax and reporters shared a lot of Weibo interesting things, told reporters that micro-Bo to do "micro three": multiple, multi-turn, multi-comment, to make microblogging independent, interactive "self media." This unique understanding and pioneering new things, making Noboru similar business on the raging trend of new media and online shopping and other consumer spending helpless, it has opened its wings, gliding freely in the vastness of the Internet invisible, Won numerous "80", "90" generation of young people's attention and appreciation, and personalized more strong young consumer groups exciting interaction.
Pleasant interviews always make time flies, tax newly asked whether the staff arrived at another appointment, smiling and ended the dialogue with reporters. He arrived on schedule and left on schedule. A brief 40-minute interview has already let journalists feel that he has been walking in the front of the industry for 11 years and has always been full of innovative vitality and fashion charm.
Related links
Warmer times assured of commitment: "baby standard"
The state has promulgated a new "National Safety Technical Code for Textile" made the allowance limit for the content of formaldehyde, formaldehyde content standards for clothing is based on a variety of different wearing clothing requirements on the allowable degree of formaldehyde content made different requirements: A Formal products, that is, infants and young children's clothing products (infants and young children means under the age of 24 months), the formaldehyde content should be less than (or equal to) 20mg / kg; B products, namely direct contact with the skin type clothing products, the formaldehyde content Should be less than (or equal to) 75mg / kg; C products, ie non-direct contact with the skin type apparel products, the formaldehyde content should be less than (or equal to) 300mg / kg.
Warm times in the early years of the establishment of the child in 2000, they will be "healthy and comfortable" as the core brand, underwear production strictly controlled by science and technology interpretation of the new standard of underwear health and safety, strict selection of eight natural pure cotton, 90,000 Times aseptic weaving comfortable fabrics, 24 layer purification extract security dyes, the entire process of 2097 only for the birth of a perfect quality. Warmer times strict control and quality control, and strive to create a new standard underwear health and safety, so that the full range of products meet the "National Safety Technical Code for Basic Textiles" in the A-category products that infants and young children for consumers to create a more healthy, comfortable, Safety standard underwear.
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