In the face of inventory crisis, Love yarn group introduced new initiatives calm response
In 2012, China's economy bid farewell to double-digit growth at a growth rate of around 7%, showing a slowdown. Affected by this, China's underwear industry is also facing severe challenges such as sharp drop in purchasing power, thinning profits and increasing inventories. For underwear companies, how to change "dangerous" to "machine" is placed in front of business owners a new topic. As the first processing plant of China's underwear underwear industry, the Love yarn apparel group calmly responded and turned "dangerous" into "machine". The Bank took active measures to introduce a combination of low price + individuality and noble experience, thus bringing about a new turning point for the enterprise . Love yarn Group, Zou Ji-fu, director of marketing, said the current slowdown in China's economic growth, business sales also showed a downturn, discount sales price war alone is not enough to reverse the situation, only the combination of low-cost + personality + experience can work. This is in line with the well-known economist Xi Langping on the garment industry how to deal with the crisis strategy. It is understood that this year's Love yarn group's four underwear brand Love yarn Baby, Baiyou Ti, IFEICE (Love Fei Si) and GetFit (Princess Fei) have successively lowered the price, such as the optional machine launched 138 yuan Love yarn Baby, 68 yuan IFEICE (Ai Feisi) underwear, other new just listed underwear prices lower than in previous years. Of course, only by low-cost method is not entirely outweighs, Love yarn baby underwear is also the fundamental solution is to continuously enhance the brand value-added, create product differentiation and enhance the consumer's distinguished experience. Love yarn Baby believes that if the underwear business blindly price-driven sales will only make the brand image greatly reduced, only to allow consumers to enjoy the products cost-effective and high value-added, coupled with the store elegant environment, caring service also A fresh store image and other noble experience, in order to enhance consumer buying determination, driving sales. Love yarn Group Zou Ji-fu, director of marketing also said that the current number of underwear business that under the weight of high inventory, the company's main contradiction is how to digest inventory, withdraw funds as soon as possible, safe winter, the brand image is not important, this idea is unwise , In the long-term interests of the brand image is still very important, it is the magic weapon for survival of enterprises, for now, underwear enterprises must strengthen product design innovation, establish and improve an effective inventory control system, with the difference The driving force of sales of products, to take a combination of low-cost + personality + distinguished strategy, is the solution, otherwise it is to quench their thirst. China's underwear industry in order to survive and develop, we must take a low-cost, personalized and distinguished experience combined with the road, so as to cast underwear brand success and glory. Analysts also said that the long-term low-cost underwear or discount business is the consequence of lower and lower profits, consumers are getting used to discounts and low prices, not cheap, do not discount not buy, so the business is bound to Affect product quality and service, for the brand image will be small loss. The combination of cheap + personalized + distinguished experience after all, a good way, it is worth learning and promotion.
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