Reporter | Lufei
Edit |
Those who first arrive in Gurao will probably think that this is the ordinary town. Located in the northwest corner of Chaoyang District, Shantou, Guangdong, this small town, which looks slightly traditional, is covered with low brick and tile buildings. There will also be express drivers to ask you to add contact information to call the car in the future to provide “friendship prices”.
But you will find that underwear is the label of this small town for two or three steps. The signboards of underwear processing and wholesale retail are everywhere. In fact, the entire Shantou region has gathered the largest output share in the Chinese underwear industry, and also has the most complete industrial chain.
The head factories of this industry gathering place are moving closer to a domestic old underwear company. On December 16, the Underwear listed company’s urban beauty announced that a wholly -owned subsidiary of the company had established a strategic alliance cooperation agreement with various target suppliers.
According to the strategic alliance cooperation agreement, the urban beauty will form a strategic alliance with the target supplier to produce synergy in product development, supply chain management, capital management, and industry innovation.
At the press conference of the strategic alliance, Zheng Yaonan, chairman and CEO of Urban Beauty and CEO, said: “We want more consumers to understand the product power of our urban beauty. Products. I also hope to use the establishment of the league to create a new start for our brand. “
want to
“”
Second entrepreneurial
Urban beauty
Once, the period when Lin Zhiling was the spokesperson was undoubtedly the highlight of urban beauty. The star effect directly helps it to become a well -known national brand in the Chinese underwear industry. In 2014, the urban beauty was listed on the bell on the Hong Kong Stock Exchange, becoming the “first share of the Chinese underwear industry”, and it was a limelight.
At that time, the aesthetic trend of the underwear market was still single, and the clustering steel ring underwear with “sexy” became the mainstream. As young consumers gradually become mainstream consumer groups, the changes in social thoughts and consumption habits are promoting the aesthetic trend of the entire industry to become more diversified and diversified.
At present, the attitude of paying attention to “comfort” and “health” has become particularly obvious in the field of underwear consumption. This is also the reason why new underwear segments such as “no size” and “no steel rings” have emerged.
It can be seen that the urban beauty as an old -fashioned domestic underwear market is also continuously improving and enriching the product portfolio to meet the needs of consumers who are constantly changing.
According to Metropolitan Beauty, through the development of new products with technology fabrics and wearing comfort as the core, the brand has successfully created four large sales of explosive products, namely dust -free home clothing, Rouxin cup bra, and VBRA none Size underwear and sizes -free underwear.
Zheng Yaonan revealed that currently 20%of the products in urban beauty have implemented a fast -counter -mode. In this model, urban beauty will lay products to a small part of stores and online stores for trial sales. This will greatly reduce the brand’s inventory backlog risk and help to grasp the new trend of the market in time.
Although most of the products of Metropolitan Liren are still sold in the form of ordering in one year, two seasons, the brand is planning to continuously improve the scope of the fast and anti -model adaptation.
With the re -innovation of management in the near future, the determination and strategy of urban beauty’s reforms are becoming clearer.
At the end of November, the Urban Beauty issued an announcement saying that the company’s former CEO Xiao Jiale had resigned as the president and executive director of the executive and executive director. efficiency.
At the same time, Metropolitan Beauty also announced the appointment of Xun Shunxiang as COO, in charge of direct sales sales centers, joining sales centers, and channel expansion centers. Xun Shunxiang had worked for five years during the peak of urban beauty.
The new team that returned and re -assembled also implied the determination of urban beauty to return to its peak.
Zheng Yaonan, who returned to the line, continued to deepen the idea of ”secondary entrepreneurship”, that is, continuous strategic transformation around product improvement, brand marketing, product operation, and channel change.
At the press conference of the strategic alliance, Zheng Yaonan revealed that after returning, he did two key actions: First, consumer insights were performed more deeply. He has spent several months in offline stores for field investigations and investigations, and extracts the brand’s online consumer feedback for deep research. The second is the possibility of aiming at product innovation, and therefore formed a supply chain strategic alliance to strengthen the brand’s rapid response to market demand.
Obviously, the establishment of this strategic alliance means that the “second entrepreneurial” of Metropolitan Beauties will be promoted to the core of reform. After all, no matter how the market wind changes, the product is king is the unchanged truth in the long -term construction of the brand.
The transformation of urban beauty has long occurred
According to urban beauties, the first batch of target suppliers participating in the strategic alliance are the core suppliers who have achieved years of cooperation with urban beauty and intentionally transformed by digital intelligence.
It is worth mentioning that the urban beauty will reach in -depth cooperation with these strategic suppliers through the form of participation in shares, so as to maintain coordination in production management and product innovation.
In fact, as early as the end of 2017, the urban beauty has begun to transform the “lean production” on the supply chain. Lean production was originally a praise for the production efficiency of Japanese car companies Toyota, saying that it improved the production efficiency of the enterprise through the flexible improvement of production organizations and management methods and reduced waste. The city beauty also reached in -depth cooperation with the Toyota Institute to continue to promote the deepening transformation of lean production on its supply chain.
At present, several automatic devices such as automatic bed cutting and automatic hanging are already equipped in factories in Shantou Chaonan. With the dual help of automatic mechanical and processes, the operation of the entire assembly line is particularly orderly.
In the first second, the brashed with lace lace was transferred to another worker in the next second to configure the shoulder strap buckle. Under the fast and orderly workflow, any link will be discovered and resolved as soon as possible if the deviation occurs.
At the same time, a electronic screen is placed in front of each assembly line, which is marked with the target output and efficiency of the day, and the production progress is updated in real time. This is a clear information synchronization for employees and managers, which can maximize the friction between each link.
After the refined management of each process, from the cutting of the cutting films to the finished product, the production process of a urban beauty underwear can be controlled within 25 minutes.
Xiao Wei, vice president of urban beauty supply chain business group, said that after the transformation of lean production, the production efficiency of the original supply chain of urban beauty was increased by more than 10%, and the delivery rate rate was increased by about 15%. Compared with the traditional production line for 3 to 4 days, or even longer, urban beauty can achieve production within 8 to 12 hours. Combined with the efficient logistics system, the urban beauty can send the product to the customer’s hands as soon as 24 hours.
In addition, Metropolitan Beauty also opened up the database of terminal retail with some factories, allowing the factory to master the terminal sales information of one hand, and more intuitively perceived the market response. This will help brands and factories deepen product creation and enhance the success rate of creating explosive products.
Xiao Wei said: “In the future, the impact of Internet thinking on products will become greater and greater. On the one hand, brands must do digital construction on the upstream, and the data of the e -commerce platform must be pulled. On the other hand, the brand is a hub Also with the digitalization of the factory. “
It can be seen that as online channels such as e -commerce gradually become mainstream, this greatly shortens the decision -making process of consumers and accelerate the change of terminal demand. This also makes the production model of “small single fast” a compulsory homework for supply chains and brands.
In addition to the intelligence of hardware equipment, and the digital and lean production processes, urban beauty people in Shantou have achieved a 2 -hour underwear supply chain in Shantou through the integration of co -integrated gauze, weaving, finished product processing, and logistics. Ecosphere.
And all this undoubtedly laid the foundation for the establishment of the supply chain strategic alliance. According to Zheng Yaonan, in the past two years, the urban beauty has invested 1800 million in the transformation of countless intelligence. After the establishment of the strategic alliance, the company is expected to continue to invest by more than one billion.
Formed a community of destiny with suppliers
Although theoretically, investing in digital and intelligent production equipment in exchange for higher production efficiency sounds a cost -effective trading, but in the actual implementation process, it is not easy to persuade these private enterprises that are biased to family -style operations to change. thing.
The first difficulty is the huge investment of equipment funds. Wu Wentong, the general manager of the core supplier of the urban beauty home house service category, said that when he decided to cooperate with the urban beauty to conduct a digital intelligent transformation, he invested a total of more than 20 million savings. “I was really gambling at the time, but fortunately I gambled,” he said.
Wu Wensong said that the production efficiency of Henry’s digital transformation has increased by nearly 30%. After cooperating with urban beauties in 2010, the company’s performance has been nearly doubled, and its annual revenue is about to reach 100 million yuan. He also plans to build a 30,000 -square -meter intelligent chemical plant in the next three years to increase production efficiency by 20%.
However, there are not many factories like He Rui who quickly agreed to invest in transformation. For most traditional manufacturing manufacturers, the most difficult point for intelligent transformation is that it is the transformation of management.
Xiao Wei said that when he initially talked about the transformation with some factories, many factory owners felt that it was unnecessary at all because the business at the time was already good. In addition, the focus of lean production is to refine the steps of various production links, which is actually a greater challenge to the supervision capabilities of management.
“For example, it may be discovered that there will be abnormalities in a certain link every 15 minutes, and it needs to be adjusted. In the past, because each link was dry, many of the products were treated with a lot of goods for several days. Only to find problems. The tension of lean production management has increased significantly, “he said.
In order to persuade the cooperative factory to take the sights in the long run and actively feel the benefits of long -term production benefits, the urban beauty will even take the initiative to bring strategic suppliers to Toyota, Japan to conduct on -site inspections. For factory companies that are interested in transforming, urban beauty will also further invest in funds and manpower to help.
According to Xiao Wei, products similar to home clothing, warm clothes, panties, etc., which are moving in workmanship, can basically achieve small single -to -be, but the most important bras are still a challenge.
In addition to the relatively simple VBRA -free underwear, it can be quickly produced. Other conventional underwear has to be polished due to the complicated process and material components. For example, the complex lace lace on the bras cannot be precisely tailored and sewn with machines, and still requires handicraft operations.
On the other hand, the gross profit margin of some products is small, and the proportional proportional proportional proportional proportion of the input and output of mechanical equipment is also a factors that need to be considered and explored.
Another significance of the strategic alliance is to strengthen the determination of urban beauty and core suppliers to advance and retreat in the transformation of digital intelligence.
For urban beauties, the in -depth binding with core suppliers helps them integrate resources, improve the development speed and production cycle of new products and materials, thereby accelerating the brand’s rapid response to market changes. In addition, the core supplier of equity investment will also help urban beauty to strengthen the quality and quality of the supplier, improve the self -sufficiency rate of its high -quality products, and ensure sufficient production capacity.
Core suppliers can obtain the tilt of the resources from urban beauty in order, selection, industry training and other resources, and get additional support in the transformation of digital intelligence.
According to Xiao Wei, most of these strategic suppliers basically come from the orders of urban beauty. Urban beauty will also increase the amount of specific models or categories based on the advantages of the supplier to reduce the production cost of the factory and improve the technical proficiency of employees. At the same time, this can also ensure the stability of the overall product quality of the city.
In addition, the brand appeal and sales volume of urban beauty will also help suppliers to jointly launch explosive new categories and new materials.
Tang Yiwen, the chairman of the core supplier of urban beauty humanities and chest categories, recalled that there were not many factories and brands in the market in the market in 2011. However, through the joint development cooperation between Fengde and the urban beauty, this category immediately received good sales and attention in the market.
At present, Metropolitan Beauty will also invite strategic suppliers to carry out the shops to share the sales and business analysis of the brand on the retail side, strengthen the cooperative factory’s understanding of the front -line consumer market, thereby stimulating the potential of its development and design.
Tang Yiwen also said that urban beauty will also regularly send relevant experts to factories in strategic suppliers for inspection and transformation to help the factory continue to promote the transformation of lean production.
The number of partners of urban beauty also intends to expand the strategic alliance. Zheng Yaonan revealed: “For partners in the industrial alliance, we are actually open. We will set up a supplier management ladder. In subsequent cooperation, if there are suppliers in terms of product development or continuous improvement, they cannot keep up with market demand in terms of market demand , Will take the elimination mechanism to come back. “
It is worth noting that in 2021, Shantou also established the Textile and Clothing Industry Association, which will accelerate the construction of a new pattern of the “three new two specials and one big” industry. As a local pillar industry, the underwear industry will inevitably become the key development object.
The first city beauty people who took the lead have undoubtedly mastered the first -mover advantage, and accumulated upstream supply chain resources for themselves in the integrated underwear market in advance, and formed a community of fate to fight against the market.
“”