The winter of 2011 has arrived, and the first snow has already taken place in Harbin in the early winter. However, along with the cold from the warm underwear did not allow everyone to see the market's hot, a lot of underwear business frowning moment. However, underwear industry is also no lack of bright spots, for three consecutive years to maintain growth Hengyuanxiang underwear still maintained steady growth, its "three-dimensional" wool underwear is a big sell-off, to the weak underwear market brought a strong wind.
2011, underwear SMEs are facing "three tests"
In fact, the winter sales of underwear market response is weak, some underwear business executives such as needle and felt. Some experts pointed out sharply: "The market environment is not good, the shadow of the economic crisis, the obvious lack of consumer confidence is an important reason for the underwear market downturn, but also the underwear industry is facing the primary test." Recently, the National Bureau of Statistics data released, In September 2011, the national consumer price index rose by 6.1% from a year earlier. The overall consumer price index rose 0.5% qoq. Prices continued to rise and the people squeezed their pockets.
The second test is monetary tightening, exposing the underwear business short board. Many SME owners now become "runaway clans," and many underwear companies are in the camp for small and medium-sized businesses and face the same problems. Wang Yuanbin, general manager of Hengyuanxiang garment company said: "The lack of funds, so many underwear companies can only stay in a single product category of production scale, the lack of risk resistance to market changes.Obviously, in the downturn in the market, underwear business funds Shortage of short board exposed. "According to the author, as labor غير مجاز مي باشدts rise, rising raw material غير مجاز مي باشدts, the RMB appreciation, loan interest rates increase, underwear industry is poor money for small and medium enterprises. At the same time, the rise in the deposit reserve ratio seems to make this situation worse.
The third test, strategic judgment error, so that some underwear business "very hurt." In recent years, the inflation rate has been consistently high, coupled with excessive speculation in the market, resulting in many companies invested heavily in hoarding. The price of cotton this year will be "triumphant," but suffered a sustained downturn, cotton prices fell nearly 4 percent, many hoarding a lot of cotton business was originally acquired at higher prices, but can only face the backlog of helpless reality .
Hengyuanxiang: growth is still the main theme
Compared with other underwear business sales downturn, Hengyuanxiang brand underwear still maintain nearly 20% growth this year. In this regard, Hengyuanxiang garment general manager Wang Yibin explained: "We have already predicted the market trend in 2011, a year ago has been done to deepen the brand power and the development of distinctive varieties underwear strategy to break the future To the dilemma. "
Hengyuanxiang Group as the veteran sweater industry overlord, involved in underwear industry for several years. Wang Yibin said: "Hengyuanxiang underwear sales this year is expected to reach 6 billion." However, with other thermal underwear is different, all these years, has always insisted on the road to specialization. Hengyuanxiang in the face of high volume stocking production will be more cautious and rational treatment, re-sort out the business processes, take the order system management, effectively control the inventory; Second, in order to meet the high-end consumer demand, Hengyuanxiang increased the wool The field of underwear product line research and development and investment, is expected to reach 120,000 sets of sales targets this year, for the traditional thermal underwear category, is expected to exceed 1.7 million units this year. A dealer Hengyuanxiang brand wool underwear retailer told the author, the new wool, cashmere thermal underwear average daily sales are more than 20,000 yuan. Analysis of the industry, high-quality wool and underwear fashion models increasingly popular among consumers is one of the main reasons. With the growing popularity of underwear Waichuan, consumer demand for color underwear is also getting higher and higher. On the other hand, relative to the "card", "warm" concept of underwear, wool underwear material is more natural health.
Wang Yibin said: "In recent years, major underwear brand after fierce fight, the industry will enter a rational and sustained state of operation, the chaotic Warring States era will end and enter a relatively stable brand era. The reason why we can grow steadily is to achieve the scale of the products on the basis of the brand. Hengyuanxiang underwear covers from 30 yuan to 300 yuan, increasing the ability to resist market risks, which is the only underwear industry.
Three-dimensional underwear: the transformation of brand productivity
Winter 2011, Hengyuanxiang "three-dimensional" underwear has attracted the attention of many consumers.
Clothes length just right, bending over the underwear hem from the pants will "jump" out of sleeves and president, many people buy underwear will encounter a similar embarrassing situation. All this is because the merchants used clothing models are based on anthropometric data of the last century, with the improvement of people's living standards, Chinese people have undergone great changes in body size, the original national standard is no longer applicable.
In 2002, Hengyuanxiang Group teamed up with Donghua University to establish "MTM Apparel Rapid Production Information System" together with the well-known domestic textile institute - "MTM Garment Rapid Production Information System" and jointly created a new Chinese male "human database". Through the sorting and induction of body type data, Edition from the original four kinds of models expanded to 5, so that the clothing version is more suitable for body shape. Updated the original human database, has become the development of single-cropped single, fast response, mass production of the international garment industry's advanced clothing rapid production information system.
The successful completion of this project has realized the perfection of the human database, style library, template library resumes and network customized clothing systems and processes. At the same time, based on the virtual station technology, this project has realized the transformation from two-dimensional flat paper pattern to three-dimensional Clothing conversion, in order to achieve the network fitting, virtual dress up ideas to achieve a technically a breakthrough step.
In general, consumers buy clothing before measuring height, bust, waist circumference, which is common sense. But the ability to buy fit clothing and, most importantly, matching with one's body size has often been overlooked by consumers. Apparel products marked on the size of the garment itself is not, but the body size of the garment can be worn. The national standard GB1335-97, the body is divided into Y, A, B, C four, but Heng Yuan Xiang using statistical variables in the selection of the body thoracolumbar sparse data values were divided Y, A, B, C, D five body types (More than the national standard set "D body"), in order to more fully reflect the laws of our body shape changes.
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In recent years, although China's hardware and tools industry is not small development, but far behind the development of the machine tool industry. According to statistics, China's current annual sales of tools are 14.5 billion yuan, of which the proportion of cemented carbide tools is less than 25%, which is not only far from the structure of international market tool products, but also can not meet the growing domestic demand for cemented carbide tools. Demand. 
