"UW Underwear" Interview With Zhou Xuze, General Manager Of Shenzhen Underwear Company

< p > 1, brand building < /p >

< p > reporter: what is your brand positioning for your brand? How did you first think of launching this brand? < /p >

< p > Zhou: in the underwear industry, our company's brand is an asset and we have our own core value.

Enterprises rely on products, services and other means and materials to survive in the market.

Generally speaking, if every industry product can not reach the market demand of high-speed dissemination of social information in terms of technology, innovation ability and management concept, then it can never establish the core value and capability of enterprises, and can not have long vitality.

When we launch a brand name, we directly position the product on the second tier brand, which has multiplied the core competitiveness of the brand.

We use the underwear brand to send health to women and send love to them, thus establishing the height of our brand.

"Believing in love, representing love, we wear for love."

This is our brand name.

As a result, the appearance of brand name underwear has aroused great market effect.

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< p > reporter: what have you done in brand building? How to shape and enhance the brand? < /p >

< p > Zhou: from the beginning of establishing a love brand, we realize that the value and power of the brand go far beyond the brand itself.

First of all, from decision making to leadership to management, we are committed to building a strong sense of brand and enabling employees to enhance their brand awareness, self-learning and maintaining brand development.

If we unify our ideology, we will put it into practice.

Through a series of standardized work, we can make customers trust, identify and be close to the brand, and can praise and recommend each other among the consumers. This way, our love brand is successful.

As for how to shape and enhance the brand, this involves our brand's commercial secrets, not for the time being!! < /p >

< p > 2, channel and marketing < /p >

< p > reporter: Based on the current market share and consumption feedback, which brand do you think the underwear brand will have more advantages in developing? < /p >

< p > Zhou: from my personal point of view, I think the promotion of underwear brand should still learn from the promotion methods of Wang Lao Ji and Adidas brand.

Wang Laoji focused on people's psychological factors, using a simple and honest spoken language as a brand promotion language to make their brand effect stand out instantly.

Adidas's numerous ambassadors have expressed the brand's attitude towards sports, culture and people's life.

Of course, the reason why the famous brands in the world can become famous is another important point: the brand decision makers must do their best to do their best.

To put it bluntly, the brand is also a career, and a career is life! < /p >

< p > reporter: mature dealer group is an indispensable condition for improving brand concentration. What phase do you think the majority of domestic distributors are in? What is the biggest short board? < /p >

< p > Zhou: China's underwear market is still developing.

Each category has its own strong brand, and every strong brand always occupies the leading brand position in the same category, and even dominates the market share of different regions.

But when these brands are strong and occupy the market, they all make the same mistake: they are not very good at macro market operation.

Irregular competition in the industry always leads to a bad channel environment, which poses a huge challenge to the positive shaping of the brand.

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< p > from the current underwear market, we have not yet developed a fully mature dealer group in China.

Now it should be integrated. Once the brand enterprises cultivate and import a large number of enterprises with financial strength and attract into the underwear dealer group with independent market operation ability, they will gradually develop into a mature industrial chain dealer group, which will maximize the dealer's influence on the expansion of the brand.

Therefore, the underwear industry also needs change, and also requires integration and upgrading of industrialization.

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< p > 3, brand differentiation < /p >

< p > reporter: what are the differences between your underwear brand and other brands on the market? Where are your advantages of differentiation? < /p >

< p > Zhou: the brand name underwear is quite different from other brands.

Most of all, we have studied a large number of underwear products in our country. Although they are always innovative in design style and scientific principles, they ignore the concept of traditional meridian, health care and health care.

After finding this problem, I immediately organized a professional discussion and demonstration.

In addition, experts from the Chinese medicine meridian research association are invited to serve as the chief consultant of the meridians of the company.

Therefore, we first put forward the concept of organic and meridian in the industry, which runs through every detail of brand products.

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< p > our love brand advantage is shown in: 1, can prevent breast disease: bra double bottom line widening reduces the pressure on the lower side of the breast; 2. breast enhancement effect: the bra under bilateral sling is widened to reduce the pressure on the upper side of the breast, the widening of the sling and the widening of the bottom line reduce the pressure of the upper and lower spleen and stomach meridian of the breast, which has the effect of health care and breast enhancement.

3. prevention and physiotherapy for scapulohumeral periarthritis: the reduction of the dorsal muscles (latissimus dorsi and trapezius muscle) under the two sides of the bra is beneficial to the blood circulation of the bladder meridians on both sides of the feet. The pathogenesis of scapulohumeral periarthritis is caused by the blood stasis of the bladder meridian of the foot and the sun. This product has a unique preventive and therapeutic effect on scapulohumeral periarthritis.

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The advantages of P above make the underwear industry enjoy a high reputation in the industry.

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< p > 4, internal core competitiveness < /p >

< p > reporter: in terms of internal management, is there any industry that you identify with or draw on from you? < /p >

< p > Zhou: our internal management is not very perfect and the management mechanism is not sound enough. These will be improved step by step in our future work.

I personally feel that the industry in Shenzhen, Manifen industry's internal management is more perfect, it is worth learning and learning from underwear.

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