Small underwear companies also have design skills

Small underwear companies also have design skills

When there are voices saying that small and medium-sized underwear companies mostly make copies for a living, relying on the market to “leak awkward” and “putting aside the ball” to eat mixed food, there is still a voice saying that small and medium-sized underwear companies do not understand design at all. For those who have a real design underwear company.

Indeed, a large number of small and medium-sized enterprises are just like those voices. They live by copywriting, stepping on the footprints of big companies and big brands, and scrambling for the small share of marginal markets that big companies have no intention to care about; Among these small enterprises, there are also some different companies. They are seriously designing products for each season, relying on the idea of ​​being steady and steady, and looking forward to the day when their companies grow. After all, big companies are also step by step in the process of becoming small.

There are also small and medium-sized underwear companies that rely on OEMs for many years. They also provide product design for large companies at the same time as OEM. Although large-scale enterprises have their own product design and R&D teams, they sometimes purchase a part of design manuscripts from other companies or develop cooperative products for special product designs. In these small and medium-sized enterprises with certain design capabilities, they also have their own design teams and fixed technical partners. Their observation and judgment of the market can be different from that of large-scale enterprises, but because of different perspectives, they have the strength to design. Transferring products that big companies are admiring.

Less care to throw off the arm to design

Dingtai Apparel Industry Co., Ltd. of Zhongshan City, Guangdong Province, which is based on first-line underwear brands, launched its own brand JK last year. They insist on the independence of the production process and style design. “We belong to small and medium sized companies. Our previous experience as a first-tier company has also allowed us to accumulate mature production technology and management experience. Therefore, there is no difficulty in brand operation. We develop our own brand and also accept OEM orders. Therefore, there is no problem in the profitability and survival of the company." Liu Xinjing, product manager, firmly said that the "walk-by-play + brand" model of walking on both legs enables our company to develop in parallel. In contrast, there is less concern that large companies are mismanaging product design, and it is also a reason why small and medium-sized underwear companies can go all out in the design of products.

"I think branding is like nurturing your own children. You have to raise them slowly, you are a year old, and you have to stick to your bottom line. If the bottom line holds, it will grow into a good brand, but If the bottom line does not hold, it will inevitably become a "four different" foundry business." Liu Xinjing said that this bottom line is to grasp the independence of product technology and style design, for this link to adhere to the income of OEM Safeguarding is only one aspect. The strict requirement for oneself is the fundamental that can be achieved independently in the development and design process.

In fact, in the small and medium-sized domestic companies, there are also very important aspects of design. “R&D ability is our root,” Liu Xinjing said. “Small and medium-sized underwear companies can't make good products, but many times when they are looking for quantity, they need to relax in quality.” Perhaps this is the lack of independent design of small and medium-sized underwear companies. One of the answers to the question.

“Our own products must be treated well of course, and small and medium-sized underwear companies are more likely to achieve refined design, precision production, and targeted sales for targeted markets.” said Lin Shizheng, marketing director of Guangdong Zhongshan Aoao Clothing Co., Ltd., so stick to his own standards and Relying on design profits is not so difficult for small and medium-sized underwear companies.

Small topics make products short-term profitable

Some people say that those small and medium-sized underwear companies that are not known in the industry usually survive in the gaps that big companies overlooked. Therefore, in emphasizing market segments and precise positioning, the market coverage of small and medium-sized underwear companies is narrow, but not It must be a bad thing. Faced with the relatively high saturation of the underwear market in the past two years, many companies are worried about their own development prospects, but there are also some companies in the past two years joined the ranks of their own brand of struggle, which, Liu Xinjing believes that as long as Find out whether the product is different or whether it can open the market.

According to Lin Shizhen, due to its sophisticated products, accurate market positioning, and fashionable designs, during the Shenzhen Lingerie Exhibition this year, there were forty to fifty customers who had intention to cooperate with us in less than two days to negotiate and understand. Lin Shizhen said that their companies sometimes develop thematic products for areas that large companies do not do. Compared to products with a long development cycle, this kind of small-cycle products that are “produced on a regular basis” tend to fall better and can sell better performance in a short period of time. The large companies will strive for excellence in the design level, so this time-sensitive theme product is often not the market they will be focusing on, which is virtually, but also left for the development of small and medium-sized underwear companies A certain market space.

Small businesses can also lead fashion

Although it is a newly established small and medium-sized brand, it is not inferior to the first-line brand in the details of the process. Liu Xinjing said: "Compared to women's underwear, the process of men's underwear is generally relatively simple, we have specifically designed the application of embossing technology." According to reports, this process is generally used in the mold cup production of underwear, in men's underwear There is very little on the embossing process. “We added this detail in the process design process, and made some changes to the original embossing process, which made it more comfortable to wear and better fixed. Although the cost increased by a few dollars, but this innovation alone, Sufficient to attract market and customer attention."

“Including these high-count T-shirts, when most companies are producing 40-60 T-shirts, our brand is producing 80-120 T-shirts, double-sided fabrics, and free-cutting edges. Some will not appear curled and deformed, the style is simple and generous, can be worn inside and outside wear.” Liu Xinjing said.

At present, the use of such high-yield production is basically a first-line brand, because increasing the number of counts will lead to higher production costs, and for distributors, accepting such high-margin products also means that there will be pressure problems. This leads to losses, so selling is not very good, but the comfort brought by high branching will become the direction of development in the future T-shirt field. “Now we do our own business and lower the price of the market segment to a price that the average consumer can accept, and the market will be opened.” Liu Xinjing said.

Different from the introduction of large-scale products, each product has a comprehensive improvement. It is easier for small and medium-sized enterprises to make progress in the details of the process and design, to subdivide the process, and to evolve trends. These small details may change. It will become the development direction of the underwear industry in the future, and small and medium-sized underwear companies may also become pioneers in leading fashion design.

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