Sun Hu Aims At "His Economy" To Create An Underwear Brand Without Distortion.

How to find a new blue ocean with more potential for appreciation? It is both full of opportunities and challenges for the traditional manufacturing or circulation industry struggling in the "Red Sea market". But sometimes, the so-called innovation may be in between, which means a brand new product or business mode.

4 years ago, sun Hu, an electric car battery dealer, found that the bra that had been washed directly with washing machines had appeared, but there was no independent brand yet. So, in the traditional underwear industry, he excavated a new world, and created "SOERU Su Rui underwear" this machine wash underwear brand.

Electric vehicle battery to underwear crossover to start business again

In early 2000, the Navy Air Force sun Hu took off his uniform and left the Paracel Islands where he had been guarding for more than two years. That year, he was under 20 years old. After returning to the land from the vast sea, he began to think about where to go in the future. After a year's introduction, he came to the completely unknown Taizhou and started his career life by acting as an electric vehicle battery brand.

Over the years, the sales of electric vehicle batteries by sun Hu has reached hundreds of millions of yuan, and his company has become the largest battery supplier of famous electric vehicle brands such as green and green. But Sun Hu is not satisfied with everything.

"The traditional circulation industry has the problem of arrears, and the batteries of electric vehicles are more troublesome after sale and environmental protection, so I was thinking of spanforming into something new at that time." Sun Hu said that the underwear retailing industry does not have the problem of arrears, and it is easy to sell after sale, not to worry about environmental problems. So he chose underwear as the direction of spanformation.

After two years of acting as an underwear brand, he decided to build his own brand. "I want to be a dumbbell chain, and control the R & D and marketing channels, and OEM in the middle, outsourcing to a more professional production plant." In 2010, Sun Hu set up a R & D center in Shanghai, taking the first step towards Bra kingdom.

The secret is that the machine washs the bra's steel ring which is not easy to deform.

In 2012, "38" women's day, "SOERU Su Rui underwear" opened the first store in Luqiao, the brand new product was soon welcomed by the market. Today, this brand store has more than 80 in Zhejiang, Shanghai and other places. Taizhou city streets and alleys on the bus body, you can see SOERU Su Rui underwear advertising.

What products can he find in the "Red Sea market" of underwear?

Sun Hu showed two different kinds of bra steel rings, one made of ordinary stainless steel and easy to bend. "This is the steel ring used in general bra, and even the products of big brands are mostly made of steel rings, so people's traditional impression is that the bra can only be washed by hand, even if machine washes should be carefully washed."

The other is made of alloys containing nickel and titanium. In sun Hu's hand, this steel ring is twisted into various shapes at will and will basically be restored quickly. After deliberate violent twisting, a tiny crease in the steel ring was unable to recover. Sun Hu immersed it in hot water soon, and the tiny crease almost disappeared. "This is the secret of my product." Sun Hu said.

"During a visit to Guangdong, I found that many manufacturers used the steel ring when making a OEM for a big brand, but this is only one of the brands. At that time, I thought, "why don't I do this kind of brassiere?" Sun Hu said.

Sun Hu believes that good products are more persuasive than other concepts, and word of mouth will become the best means of marketing. "But the cost is also obvious, the ordinary steel ring a pair of three or four hair, our steel ring price is more than ten times or even higher ordinary steel ring, domestic still have no production, all from South Korea, but the added value is also high, our underwear price is between 200 yuan to 400 yuan."

One stop shopping, perfect industrial chain

Good products also need good marketing. In terms of marketing, sun Hu abandoned the traditional channel sales and adopted a single store franchise mode. He made the underwear store to make 4S shop, so that consumers can enjoy one-stop service.

"Our underwear is the main market for healthy adjustment. When women wear our underwear, their breasts will look more stylish. In addition, we also have different kinds of items such as general money, bride special sticker, sports type and so on. Sun Hu said.

In addition, sun Hu also produces pajamas. Leisure wear And so on. "Because when people buy something, they have the idea of buying a complete set in the same brand, which is also the inspiration from consumer psychology."

"Besides, after sale. Supporting services It is also very important that underwear purchased here can enjoy lifelong disinfection service, and consumers can enjoy chest care experience. " Sun Hu said.

New products and new marketing ideas have made the brand of "Su Rui" a firm foothold in Zhejiang. "Many customers use our products, and feel very market prospect, and then join us. Many franchisees are open like this." Sun Hu said.

"Our franchisor stores average monthly sales of around 250 thousand yuan, and retail prices are between 200 yuan and 400 yuan, while Taizhou's excellent products are currently doing well. Women's wear The average monthly sales volume of a single store is about 200 thousand yuan. Sun Hu said.

"This shows that our customers and turnover rates are very high." Sun Hu said that his R & D and marketing team is in training and will go out of Taizhou next year, based on Shanghai and Zhejiang, and expand to two regions of Chongqing and Xi'an.