Underwear Brand Three Gun Bold Innovation Relies On Electricity Supplier To Go Out A New Road.

Three shots!

With three shots as the mark, the Chinese brand name "three gun" underwear brand, which calls on the Chinese people to rise to resist Japan, has gone through eighty years. It was the first batch of underwear brands in China. It was the necessary bottled bottoms for Chinese marriage. It was the first softly warm cotton sweater trousers developed by China. It is the first time that China has worked with Lycra fiber in the United States to create the first application of Lycra in the Chinese market.

It is also a production factory for respirators during the period of SARS. In the same year, the whole factory stopped production line, and the textile workers were not afraid of danger. They made tens of thousands of masks every night to support the whole country against SARS.

Now, facing the competition between underwear and local similar products, the once confused elder brother "three guns" has made bold innovations and relied on the electricity supplier to go out of a new road. Up to now, the annual sales volume of "three guns" has exceeded one billion, leading the same brand.

　 One

"The waves run, the waves flow, and the water is endless." In the theme song of the TV drama "Shanghai", the three shots of "bang bang bang" at the end still remain in the hearts of many Chinese people. This unique creativity is the title advertisement of three gun underwear.

In 1928, dry Court opened a small knitting factory in Shanghai. The boss loves shooting, and he won three consecutive championships in shooting competitions in 1937. In response to the Lugou Bridge incident, in order to express his determination to protect his homeland, he applied to the Trademark Office at that time to apply for the registration of the "three gun" trademark, which has been in use since then.

At that time, just the outbreak of the war of resistance against Japan, the development of domestic goods, boycott Japanese goods, three gun brand red and red.

As time goes by, the "patriotic" gene of three guns has continued to this day.

In 2000, SARS wreaked havoc. Three guns were in danger and rushed to make sanitary masks. In order to ensure progress, the whole underwear line is stopped at all costs. All the workers are not afraid of danger and work overtime every night to fight against SARS.

After liberation, the workshop was renamed the nine knitting factory of Shanghai. The 63 year old Cao Chunxiang, deputy chief executive of three guns (Group), became a textile worker in 19. In his impression, the knitting nine factory is different from other textile factories. Under the planned economic system, when many factories still lie there to order, the Shanghai knitting nine factory has set up a R & D department and boldly innovating and changing.

Among them, the most sensational is Cao Chunxiang led research and development of 42 double flash cotton sweater. A cloth made of white thread and a colored thread is particularly strong and will not wear out for 10 years. "This is a popular wedding essential item. New people are buying the bottom of the box." Cao Chunxiang said.

Innovation is continuing.

At the end of the 80s, "soft cotton wool" underwear was born. Comfortable and warm, instantly sold out in the market. Single product sales account for 2/3 of the total plant. At the best time of business, a dealer queues up at the gate of the factory. Only for this item, he sometimes does not necessarily get the goods overnight.

Since then, three guns have also taken the lead in cooperation with Lycra, adding elastic fibers to their clothes and cultivating their style, becoming the embryonic form of modern underwear in China.

China's first antibacterial underwear, China's first modal underwear, the first heating underwear, all came from "three guns".

Two

According to the relevant data, since 1996, the three gun underwear has ranked the first place in the national comprehensive market of knitted underwear.

"We do a lot of tests every year. Why do consumers choose three shots? The result shows that the three guns are the guarantee of quality. Wang Weimin, chairman of the three gun group.

Nevertheless, old guns and three guns inevitably face greater challenges.

On the one hand, overseas brands entering China and entering high-end department stores are widely touted. On the other hand, the domestic low-end brands have been eager for quick success and instant profits, and the prevalence of counterfeiting is bad.

In those years, the old brand was struggling. Three guns had to face two double attacks and it was very difficult to walk.

"Whether from the outside world or ourselves, in the process of change, to which side to break through, in fact, is not a very clear process, or that the process of going forward is not so smooth, is groping." Wang Weimin said frankly.

In this process, there is no temptation.

Wang Weimin remembered that in 2000, a company in the United States wanted to buy three guns. They have reached the point of negotiation. The three guns have repeatedly thought about it and refuse.

"We don't think we can, so we can't do it for him." Wang Weimin said the two sides had different opinions on the direction of the development of the three guns. "The other party looks down on us. We have to keep the position ourselves."

It is precisely because of this determination and brand adherence, three guns all the way to explore and move forward, and began to usher in their own spring.

Three

In 2011, three guns began to enter the electricity supplier.

"At the very beginning, we were doing 2.5 people. The other half is shared with other departments. " In those days, Cui Yueling, manager of group brand management, who had just had a baby, was ordered to set up a three gun business department.

At that time, she did not even understand what the electricity supplier was.

Although there is no experience, Cui Yueling did not learn other low-end brands to fight for price war. In the three months after the establishment of the Department, she concentrated on doing only two things, standardizing the price of the whole network and unifying the delivery channels.

This process has also been supported by Wang Weimin. "Wang didn't give me a lot of pressure to say what kind of sales he had to achieve, instead, he gave me time to lay the foundation." Cui Yueling said.

After a year's steady and steady basis, second years of double 11, three gun sales of electricity suppliers exceeded thirty million. This delighted Wang Weimin. "It's really scary. The volume of a day is equivalent to the sales volume of our store for half a month."

Cui Yueling remembered that after 11 years of that year, Wang Weimin invited the whole department to have dinner.

"He toasted everyone with a glass, saying that this is a day of our three gun milestones." Cui Yueling kept this sentence in mind until now. And let her sincerely admire the vision and courage of Wang Weimin, a three gun leader.

Not only the top floor, but also the whole factory's encouragement from top to bottom encouraged Cui Yueling to go all out.

The peak season for underwear is in autumn and winter, but the electricity supplier may start selling in August, which means that production is ahead of schedule and workers should rush ahead.

At this time, Cui Yueling never heard a complaint. "Most often they say, you can rest assured that the goods will be delivered to you first. We know that the future electricity supplier is ready and we will have food to eat."

In 2016, three guns and a dust fell, and Tmall underwear sales came first.

Wang Weimin was not surprised by the result.

"And three guns in the same period of brand, a lot of walking is gone. But three guns have been to this day, and stand firm. Because the passion and belief in striving for the first is something in three weapons, and it is also the core quality of him.

Four

Thanks to the electricity supplier, three guns successfully completed the brand positioning and transformation.

The three guns that never advertise, choose the younger generation idol star Li Chen as spokesperson, and play a cross-border cooperation with Disney, NetEase and other major brand platforms.

On the target group, the new data provided by the electricity supplier also helped to relocate the three guns. Housewives who focus on K9 and 9 years of compulsory education have become the advocates of three guns.

At present, the annual sales volume of the "three guns" network is over one billion, and it is still showing a trend of rapid growth.

"A younger, more fashion oriented, three gun, which is more capable of communicating with consumers, has been established." Wang Weimin said.

This year, three guns have to do two tens of millions of inputs: a sum of about 9000000 yuan, the purchase of highly automated printing and dyeing equipment to reduce workers on the production line; the other 10 million yuan to upgrade the testing center, but to recruit more inspectors.

"Because three guns have a goal," Wang Weimin said, "100 billion years", that is, when three shots 100th anniversary, sales can exceed 10 billion. "Three guns are eighty years old and twenty years old. We believe that this goal will be achieved." Wang Weimin is full of confidence.

He said, "everything is possible because of the electricity supplier".