Another PPG, where customer Eslite it? When opening many well-known portals or women's websites, you can always see a sexy lingerie ad in a prominent place.
In 2008, Dong Lu, a Japanese lingerie brand brought over to China for more than 10 years with a career in Goldman Sachs (Japan), also served as CEO of China. Almost overnight, relying on a powerful advertising campaign, Lan Miao became famous.
Compared to generous advertising investment, Lan Miao triple sales channels as worthy of attention: the physical store, e-commerce, directory marketing as one, with the sales model to subvert the underwear industry at least ten times the unspoken rules of fare increase.
Lan Miao, who has won three rounds of $ 5 million from Japan since its founding, will rely on double spending and reduced costs to make its profit as fast as possible next year.
"In" price
Pricing is half the Triumph
"In the eyes of laymen, underwear industry is indeed fierce competition, but in my opinion, there is a blue ocean, there is competition, fierce but far behind." Dong Lu analysis, China's current underwear industry is also a "bean soldier "State, many beans, but not large. Most of the sales of underwear enterprises are not more than 1 billion yuan, such as the famous Triumph annual sales of yuan, and currently sitting on the top of sales admiration for the annual sales but also 2 billion yuan.
"The top ten companies together, the sales also accounted for less than 20% of the entire market, there is no obvious leader in this industry.Therefore, Lan Miao did not enter the underwear market as competitive, not to join in the fun, Underwear market does have a great opportunity. "Dong Lu said.
Underwear is a homogeneity of the industry, but the price is different. "Now mid-priced mainland generally three or four hundred dollars, low-end hundred dollars below, Lan Miao's goal is mid-range customers, but the price is mainly between one and two hundred yuan." Dong Lu said that traditional Chinese underwear usually There are about 10 times the rate of increase, the general production and sales remained at 2: 1 or 3: 1 ratio, that is, while selling one underwear but also backlog of two or three similar products as inventory, the company usually this part of the inventory is expected Can not be sold, so the backlog of product costs will naturally be injected into the transaction products, so a cost may be only 50 yuan underwear, the actual cost may reach 150 yuan, and then enter the mall or store marked four or five hundred Not surprising.
"Lan Miao's designs are all from Japan and are being commissioned to Chinese factories that are similarly foundries of the same brand, with the same quality, but my pricing is 50% lower than Triumph's."
"Fast" sales
Physical store + e-commerce + directory marketing
Although the underwear industry has ten times the rate of increase, but the actual net profit of underwear business is only about 10%. "Such a high rate of increase is not a reasonable phenomenon, the business is not the so-called 'profiteering industry' in the eyes of the people, these are mainly determined by the traditional mode of production and sales of underwear." Dong Lu said that the biggest feature of Lan Miao is "fast" Shop, e-commerce, directory marketing combination of the three, from production to sales of basic time in a month to make up for the cost pressures brought by price cuts.
Traditional underwear sales mainly go shopping malls, supermarkets, store channels, the basic entity store. It is understood that one of the best-selling sales section best sales rate is 50%, that is, 100 pieces of underwear sold out of 50 pieces, the general rate of sales generally maintained at about 20%, which makes the store operating costs High.
"Suppose a certain brand in the country a total of 1,000 stores, each store needs inventory, in a certain area of ​​?? the company also set up a general warehouse, they themselves together is a large number of inventory products. Sales with uncertainty Sometimes the best-selling style in Beijing is not welcome in Shanghai, which is a huge test of enterprise logistics, sending Shanghai goods to Beijing is not realistic, the cost is too high, the same store may also consider the traditional store The drawbacks appear. "Dong Road, said the store also has its own advantages, such as intuitive experience, you can try on, it is customary consumption, but as the main sales channel is not conducive to control costs.
In May this year, Lan Miao in Beijing's physical store began trial operation, also plans to open other branches in the future to make up for the lack of network sales experience experience.
As of now, nearly 100% of Lamkan's current sales of millions of underwear are attributed to e-commerce. Lan Miao ideal state is the consumer in the store to get the directory, the company uses the directory and the Internet to promote the storefront; storefront to provide customers on-site try on, and directory, network complement each other, and then shop opened, Beijing to buy things can be returned in Shanghai , So sales, returned more convenient.
"Now these three channels have allowed Lan Miao formed a rapid sales channel to sell in Japan's trendy design, generally keep monthly launched several new products, using e-commerce to reduce inventory, rapid recovery of funds for a hundred or two hundred dollars , A bit similar to the H & M style. "Dong Road introduction.
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