How to break the development of Zhongshan Xiaolan underwear?

There is no denying that Zhongshan Xiaolan has become the core base of underwear, and its every move is affecting the hearts of people in the industry. Leading underwear brands in the traditional circulation industry were born here, 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 data analysis, the output value of Zhongshan Xiaolan underwear in 20 10 will reach 5 billion (only an estimated value), and the average annual capacity growth rate will reach 30%. There are nearly 500 large and small enterprises. It can be said that Xiaolan underwear, which grew up in the operation mode of "three supplements" in the 1970s, has formed an overall industrial chain and a strong regional industrial advantage. On a large scale, Xiaolan underwear industry has obvious advantages over other regions in terms of talents, resources, technology and management. However, these resource advantages have not been transformed into brand advantages. No matter how to carry out reform and innovation, Xiaolan underwear can't get rid of the quagmire of price war. So this advantage is fragile, because in the early stage of the market, enterprises may rely on products to open the gap in the market. However, this advantage is not scarce. As a traditional industry, the advantages of technology and products can only be the foundation, and finally form an effective division with other brands. When the underwear enterprises in Chaoyang and Puning bravely catch up, how long can Zhongshan Xiaolan keep this advantage? No one can answer this! When the price war becomes the only competitive weapon, the enterprise is fragile. At the end of 20 10, the impact of soaring cotton prices on enterprises can be said to be fatal. When the winter comes, it depends on who can have an extra coat and spend the winter safely. However, in Zhongshan at the end of the year, due to the impact of rising raw material prices, enterprises, especially some small enterprises, are vulnerable. Why is this happening? This is because enterprises have not formed effective competitiveness. Caught in the quagmire of price war, it was originally because of the meager profit of enterprises, but now it is affected by external forces, and the cost increases, which is even more unprofitable. So 20 10, many small enterprises entered a difficult stage because of the price increase of raw materials. The underwear industry has entered a period of adjustment. Looking at the underwear industry at this stage, it has entered a difficult period. Some underwear business owners have said that 20 1 1 will be a more difficult year for underwear enterprises. Production cost (the cost of human resources is increasing every year), the price war in the industry is more intense, the channels are not smooth, and the added value of the brand is not high, all of which are restricting the rapid development of the industry. Therefore, the underwear industry has entered an adjustment period, and the key lies in this adjustment period. How to make a breakthrough for enterprises is still a profound problem worthy of exploration and market practice. Looking back, 20 10, as a traditional underwear enterprise, has not changed much in management mode and market mode, and price is still the main means of competition. However, in the case of increasing production costs, it is impossible for enterprises to transfer all the increase in production costs to the consumption level, so only by digesting themselves will the profits of enterprises be diluted. Without the support of profit, enterprises will not have greater investment in market operation, and without market investment, it is impossible to obtain higher profit space. This is a cycle. So 20 10 is a difficult year for underwear enterprises. In the boutique underwear industry, although consumers know more about this category and agents actively participate in the sales of boutique underwear, the problems arising from the rise of this category are: how to increase sales? It is a beam in the leap-forward development of boutique underwear. Under the restriction of channels, how to expand the audience and increase the sales of fine underwear needs the promotion of enterprises and the cultivation of the market. Then, under the general uncertainty of the market, as an underwear enterprise in Zhongshan plate, what kind of breakthrough should be implemented in order to find a shortcut to success. At present, it is difficult to change the market trend by individual strength, but if you follow the market, you will lose its innovative spirit. Look at Xiaolan Town, which has great influence both in the industrial chain and in popularity. Xiaolan has hundreds of underwear enterprises, large and small, and its fabrics, printing and dyeing, accessories, logistics and other aspects tend to be mature. Judging from the degree of market development, Xiaolan has won the title of "China famous underwear town". How to play this card well needs to be discussed and studied by Xiaolan government, industry and enterprises. In today's environment, it is imperative for enterprises to embrace each other. For example, Chendian in Chaoyang established the Bra Association, Yiwu became the base of China Underwear Committee, and Xiaolan also had a chamber of commerce. How to make good use of these platforms, implement resource integration and * * * sharing, benefit enterprises in the region, and create a business card for Xiaolan underwear? Through resource reorganization, we will further explore the cultural connotation of underwear industry, build a brand of "Xiaolan Zhizao", form a brand with high gold content in the region, and help upgrade the industry, thus benefiting local enterprises and further enhancing their core competitiveness. For example, the underwear design studio of Xiaolan Chamber of Commerce was established to comprehensively improve the style and level of underwear design. Break the restriction of non-contact between xiaolan enterprises, let personnel communicate fully and improve their own quality. Implement resource sharing and make full use of regional resources. Only when the regional industrial sector is strong can all enterprises develop. "Brand" and "service" are the weapons of competition, and the market competition is ultimately the competition between brand and service. At present, although underwear enterprises are limited by sales volume, which restricts the development of the market, it is an inevitable trend from the perspective of industry development. Because from a category, it is bound to go through a period of germination, growth, maturity and decline. Nowadays, boutique underwear is in the embryonic stage of development. In the competition area, there is no strict distinction, lack of the same image of brand culture connotation, single product, subject to the reality of the affiliated channels. In the long run, improving the added value of products depends on brands and services. It is a truth that everyone knows that the same shoes are marked with Nike logo, and the price is not several times or dozens of times. However, brands can't be built overnight. At this stage, it is a fact and reality that it is difficult to significantly improve the sales of boutique underwear. Therefore, enterprises can mainly resist pressure and loneliness, and persevere step by step on the determined goals. Only by perseverance can we form our own style and personality. Because the styles of brands and services are accumulated bit by bit, now all business owners have a misunderstanding, that is, they think that enterprises are not yet in the climate and do not need to cultivate brands and services. In fact, this is a serious lack of thought. Brands and services cannot be achieved overnight, nor can they be smashed out with money. It is the long-term style of enterprises and brands, which makes consumers or markets have a high awareness of the brand, thus generating recognition from the heart and loyalty to the brand and its services.