Red Bean Home: Three Dimensions Starting from "New" Starting from the "Underwear Industry Benchmark"

At present, the Chinese underwear market is in a booming stage, and red beans are far ahead in the industry as domestically produced old underwear. Before the arrival of the 100th “China Needle Club”, China Garment Network interviewed the person in charge of Wuxi Hongdou Home Clothing Co., Ltd. to understand how the “national underwear” brand of Hongdou Home is strong.

Three major dimensions from the "new" U+ sword refers to the ultimate explosion

Red Bean Home has been in transition since 2008 and has been in its tenth year. At the 100th China-China Conference held in Shanghai on April 11th, Hongdou’s home interpretation of the brand’s new image conveyed the concept of “new brand, new image and new proposition” through seven major category conferences.

1 New image tension : Founded in 1957, Hongdou Group has rooted in the underwear industry for more than 60 years. After the transformation of terminal retail in 2008, it broke consumers' perception of the traditional home underwear industry and satisfies 80, 90 through in-depth market research. Consumers' perception of underwear. Therefore, Red Bean Home cooperated with well-known Japanese design companies, and lasted more than a year to improve the brand VI logo, SI space image, and visual tension effect, and launched the fifth-generation store upgrade image.

2 The refinement of new categories : expanding categories and market segments as the core strategic segment of Hongdou's home, no longer pursuing style and fashion, but more satisfying the functional and comfortable personal wear requirements: the introduction of Japanese sponges to produce bras It is soft; autumn and winter underwear is abandoned with chemical fiber, polyester, plush and other fabrics with insufficient air permeability. It is replaced by Australian cotton and advanced technology, making underwear soft and skin-friendly. In addition, the red bean home spring and summer home wear uses an innovative hair removal process to make the fabric more slippery.

Red Bean Home and the world-class raw material supply factory and ready-to-wear factory, after a year of research and development, through the use of Lenzing 100 modal and Invista Leica's soluble spandex, from the pattern to an elastic band, to create the ultimate comfortable men's underwear brand U+.

Especially in the face of the "new retail", the red bean home has become the forerunner of the expansion of the territory. U+ underwear continues to exert thousands of stores under the line, and its online e-commerce sales have also exploded. It has entered the e-commerce giants such as Tmall, Jingdong and Vipshop, and the red bean home has expanded all the way to create the ultimate explosion. The future can be expected.

3 New Proposition Standards : In order to prove the fabric innovation ability of Red Bean Home in functional underwear, the company will invite Beijing famous testing companies to jointly establish a red bean home enterprise standard higher than the industry and even the national standard at the press conference, and use data to speak.

Red Bean Home starts with brand image, product differentiation and standard setting. At that time, the participating audiences can intuitively appreciate the company's new store image, mature industry model and the vigorous and positive development of the underwear industry.

How far is the seven major categories becoming new growth points?

It is also necessary to fight hard on the iron. Red bean is actively moving towards youngerization while implementing the brand differentiation strategy, and is working hard on the major raw materials to seek new profit growth points.

It is reported that the red bean home is about to launch seven major categories to be released, among which the red bean cotton in spring and summer is a must-have item: the selection of high-quality cotton yarn, using innovative silky technology, so that the red bean cotton has cotton silk, and ordinary cotton clothing Compared to it, it is smoother, softer, more breathable, wicking, less deformable, and more washable. The fabric is smooth and silky.

Another symbolic type is the bra category. Red bean homes have reduced the consumption scene and found that the consumption upgrade has made female customers pay more attention to the softness and comfort of the underwear. The innovative introduction of Japanese sponges has three times the softness. Increase conversion rates.

The director of the Red Bean Home Commodity told China Garment Network: “At present, the red bean home is getting closer to new retail vocabulary such as “price/performance ratio”, “comfort level” and “segment category”. The 7 major categories released on April 11 have different Focus on it, it will lead to close attention in the industry."

From the initial wholesale, to the transformation of terminal stores, and later into the e-commerce market, deep-cultivation underwear industry 61 years of red beans through the entire industry chain of underwear industry, from socks to underwear, from home clothes to shirts, bras and other categories, Red Bean Home also sees some trends in the industry. A very typical small case: the current international brands are focusing on no traces, and there is no sewing thread on the edge of the clothes. This trend will lead the development of new functions of red beans: one on the market The price of seamless underwear may be sold at five or six hundred yuan, which is not cost-effective for China's mainstream consumer groups. “It is also a seamless underwear. The red beans are made of the ultimate fabric and raw materials, but the price may be only one-fifth of the others. This is also the positioning of the red bean home in the background of the whole big trend.” Commodity director told China Garment Network.

Overweight omni-channel "underwear industry benchmark" in the future

The Red Bean Home brand is embracing retail in various ways. In addition to the aforementioned e-commerce platforms, more than 1,200 stores currently underline have increasingly highlighted the value of physical retail: through a decade of transformation, from the initial 100 The store has reached 200 stores and even more than 1,000 stores in 2017. The spurt-type fission has made Hongdou's home to a multi-format development. Shoppingmall has become the main direction of Hongdou's home expansion in recent years. With the help of Internet giants such as Ali and Jingdong, the integration of online and offline companies is accelerating.

Asked if it will sink the second and third tier cities, the marketing director affirmed: "The home base of Hongdou Home is in Wuxi, Jiangsu, radiating from Wuxi nationwide, including Beijing, Jiangsu, Zhejiang, Anhui, Sichuan, Chengdu, Hubei, Wuhan, etc. This year also proposed 100 The home image store project will lead to more prefecture-level cities or provincial capital cities."

Throughout China's entire underwear industry, there is no brand that can cover men's, women's, underwear and other aspects, which is an absolute advantage. This is also the opportunity for Hongdou's home, because the scale of Hongdou's offline stores will double or even before 2020. Many, consumers can clearly feel the group's efforts in brand marketing, global operations, e-commerce, etc., and precipitate more experience in accurately reaching users, speeding up product iteration, etc., relying on brand influence to enhance a very Big level.

Editor in charge: Gao Wei