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WAL-MART 30% Underwear In Suzhou

2011/7/28 16:23:00 40

Chinese

Clothes & Accessories

Processing and occupying overseas markets is not new. However, the Licheng company registered in maple bridge more than 10 years ago can make up 30% of its sales volume in the whole WAL-MART supermarket and enter 1380 large shopping malls in the country. This is a small miracle.

Licheng group was founded in 1999, located in Maple Bridge Street, the main production area.

Underwear

Leisure wear.

In the face of the grim reality of less than 5% of the industry's average profit, Li Cheng pioneered and pioneered the introduction of "process analysis", adhering to technological innovation, and setting up its own creative marketing team in the United States, so as to actively seize the market at home and abroad.

Process analysis

Boost post meticulous management

In Licheng group's production workshop, the processing line here is equipped with computers.

Each worker should brush his "information card" before work.

Here, it is no longer necessary for managers to stare at work, all trimming, curling, sewing.

A further process will be recorded by the "information card" and displayed on the computer of each production line.

"For example, it takes 16 processes to produce a T-shirt, with a standard working time of 100 seconds.

We found that workers with low production efficiency took 130 seconds, and others took 140 seconds.

The cause of the analysis must be inaccurate or unskilled in the process of winding and sewing.

"Process analysis" is to quantify the standard time of each process to seconds -- the speed of your operation will be reflected on the computer.

If you have been slow in a link, the enterprise will train the relevant personnel according to this link, or have a skilled teacher to teach you until the operation is more reasonable.

Li Qi, group production director, told reporters that "through the analysis and control of the technological process, the production efficiency of the group has increased by 30%.

This also brings enough competitiveness for enterprises.

Reporters feel the company's fine management at the same time, it also makes people feel a fierce competition in the market under the "cruel".

Creative team

Stationed in the us to learn fashion

The reason why Licheng group can still make great strides forward and make the market share of the products bigger and bigger under the fierce competition is also related to their marketing mode.

In order to take the pulse of the market and make the products marketable, the Li Cheng group sent a creative marketing team to the United States to study the popular elements and design concepts of the home furnishings in developed countries, and then put them into their own production and operation.

In this way, the group has developed the fashion home series, home sports series and classic.

pajamas

Series, romantic girls series, modern sexy series and other 6 series of products, sales doubled almost every year.

Data show that Li Cheng sales revenue in 2007 was 300 million yuan, in 2009 reached 500 million yuan, in 2010 rose to nearly 800 million yuan, in the first half of this year continued to maintain a rapid growth trend.

"Technological innovation is another magic weapon for Li Cheng to successfully seize the market.

Since the second half of last year, the market cotton has been tight, and the price of cotton fabric has been rising rapidly, which has brought pressure to the cost management of household clothing products.

What do we do? We have found a substitute fabric through scientific and Technological Innovation -- corn fiber is very effective, not only brighter, but also 20% cheaper than cotton fabric, and it is also recognized by foreigners.

Only this alternative material has reduced the production cost of hundreds of thousands of yuan for the group. "

Zhu Xing, President of Licheng group, said.

Both internal and external

Make Suzhou home clothes

Seize the market also need to have new thinking.

In the face of booming e-commerce, Li Cheng group is a large-scale enterprise, but it does not let go of Internet sales.

They launched the "China household clothing shopping network".

Leisure wear

The B2C e-commerce website, which is a professional industry, takes advantage of the new marketing strategy to seize the network sales market.

To this end, the group set up an e-commerce division.

"Unexpectedly, Internet sales are rising month by month, with an alarming rise.

We are optimistic about the development prospects of this sales mode, which will become an important way for us to develop and strengthen our brand. "

Zhu Xing said.

"In fact, as people live better, home clothes are not only pajamas, but also a reflection of comfort, fashion and personalization.

We have effectively integrated the international fashion trend with the domestic consumption ability, and have established a new concept of home furnishing clothing, hoping to lead people to experience the fashionable and elegant home culture.

Zhu Xing said.

"At present, more than 30% of the domestic clothing in WAL-MART supermarket in the United States is provided by the Suzhou Licheng group."

In order to expand the market both inside and outside, they have also focused on the domestic market in recent two years.

"We build our own brand.

At present, we have entered 1380 large shopping malls in China, including Auchan, WAL-MART, RT mart, Carrefour and so on. It is estimated that the number of large business operators will be 3000 next year.

Zhu Xing said.