Wow: Underwear ZARA, General Manager Of Wow Ka (Tianjin) Fashion Co., Ltd. Liu Ge Today Talks About "Fast Fashion".

China underwear market

How big is the share?

In recent years, many industry experts and authoritative institutions have demonstrated their attractive prospects with lots of facts and data.

So

The Warring States period unexpectedly arrived at the textile and garment industry exhibition.

In the days when we get together with all the activities in the industry, we can always meet a lingerie blockbuster.

It seems that the hidden business opportunities in every corner of the underwear market have been fully excavated by smart businessmen. When participating in various activities carefully designed by major brands, they can not help but imagine: what can be done to refurbish them?

When we collect information from the exhibitors,

The idea of "fast fashion underwear brand" has jumped into the vision of journalists.

Although fast fashion is not a new concept in the fashion world, the introduction of the underwear industry is the first time that reporters can not help but find a case of the difference route.

Subsequently, the interview with Liu Gejin, general manager of wow brand underwear brand, made reporters contact with many new insights.

Reporter: what do you think of the current situation?

Status quo?

Liu Ge: today, the underwear industry is very competitive, but in fact, there is still a huge gap.

It can not be said that there is no Chinese market at present.

Like

And so on, some of the styles are very fashionable, but hundreds of dollars at a time, so that ordinary consumers are not expected.

Ordinary consumers can also buy cheap underwear, mostly in supermarkets or wholesale markets, although the price is affordable, but the style remains unchanged for several years, and the color is very single.

For some young consumers, they both pursue the trend, are sensitive to brands, and can not surpass their affordability. I think there is a huge market space in this field.

Well-known

In recent years, they have attracted much attention. They have created an enviable wealth myth. Why can't underwear go fast fashion?

Reporter: fast fashion is currently a hot topic in the industry, but there seems to be no very successful case in China. How is wow's performance now?

How to reflect parity and fashion?

Liu Ge today: Wow

Other places have set up direct stores. The reason for choosing these places is that there is a concentrated place of the tide. Young people love to go there.

Now an ordinary one.

The turnover can reach 1 million yuan, even if it is very good, and our annual sales volume of these stores is not less than 1 million yuan, and some have achieved annual sales performance of 2 million yuan.

Take Xidan Joy City store, our sales volume per square meter ranks the top three in the whole shopping mall.

The consumers are mainly young people aged 20~35. They like wow style and the price is acceptable.

We have a team of 12 designers with foreign well-known design institutes. They combine the fresh elements of foreign countries with the aesthetic taste of Chinese people, and constantly introduce the latest fashions.

In terms of price, wow is more expensive than underwear in supermarkets, but far cheaper than those of international brands, and only their 10%~20%. Compared with some brands in China, wow price is only half of them or even 1/3.

The price is cheap, but the quality is guaranteed. Our idea is: "be the most friendly partner of the skin".

After you experience, you will feel that our products are very comfortable.

The skin is memory, after experiencing comfort, it can not accept other uncomfortable clothes, so we have made many loyal customers these years.

Interviewer: what do you think is the key issue of fast fashion?

It is understood that you are the first to participate in the Chinese Acupuncture Association. What kind of results do you want to achieve by participating in the exhibition?

Liu Ge today: the most important thing in fast fashion is fast, of course. I think we are not fast enough now, and sales will increase after we get up.

The H&M store in Xidan, Beijing, has a turnover of 2 million yuan a day, which is much slower than ours.

This time, the main purpose is to develop some franchisees.

In fact, they do not want to make money from them, but we hope that we can do this business together and make the brand as fast as possible to achieve small profits but quick turnover.

Reporter: now e-commerce is developing very fast. What are their advantages over them?

As far as fashion is concerned, some underwear industry groups who specialize in export have begun to focus on design and brand promotion. What is your competitiveness?

Liu Ge today: we started e-commerce in the past few years. In this field, we are pioneers.

After several years of operation, we have different ideas with the brand that has been doing the store, and we feel more deeply about the price and speed.

However, even if we are doing e-commerce, we are also making brands.

A few years to do it, the deepest feeling is that the brand can not always be online, and there must be something solid to support it.

Now e-commerce is still at the stage of price fixing. I don't think this will last long. The next step is still to have something personal.

So far, we have not given up e-commerce. The entity stores and the network are parallel. The network has made us have a good influence on the two tier market.

Some of the old underwear brands in China are becoming more and more obvious in design. As you said, some industrial clusters have risen, and they have begun to pay attention to design, but their brand concept is not yet complete.

Most of these enterprises are factory origin, they do not know too much. Apart from production and product itself, brands should also focus on store design, display and other elements.

Reporter: what is the next development plan for wow?

On brand building, how are we going to expand its influence?

Liu Ge today: We used to do it ourselves. We are exploring. Our plan this year is to develop 40 stores and open 15 stores.

Some new brands are usually difficult to enter the shopping mall, and the channel lacks confidence in them. By contacting with some shopping malls, they find that they are still more recognised for us.

In addition to the Chinese Acupuncture Association, we will also participate in the March Beijing Clothing Fair.

In the middle of the meeting, you will find our differences. Our booth design is in the form of one to one real shop, showing the store's display scheme and display fullness at the exhibition. All the model props and price information are exactly the same with the actual store.

In fact, it is fast fashion. We are ready to downplay the concept of clothing brand, similar to UNIQLO and so on, and will not invite celebrity endorsements.

The market of young people is big enough, really fast fashion, and many things to do. Fortunately, we are pioneers, early start and occupy the market.