Dialogue Zi Xiu underwear chairman Zhu Xiangdong: Internet + times "change and change"

Throughout the development of Zixiu in recent years, from the beginning of seamless underwear, from the development of dozens of small factories to today's scale, each step of Zixiu's brand strategy has been bold and advanced, and it has the courage of its leaders. Strategy is even more admirable. In order to make underwear people more confident in the industry, the “Underwear Show” reporter was fortunate to have Zhu Rongdong, the head of Rong Li’s costumes, accept an exclusive interview with the journal to explore the path of innovation in the industry and deliver a gratifying spring breeze for the underwear industry. (The following underwear show reporter referred to as "underwear show", Rongli costume chief Zhu Xiangdong referred to as "Zhu Xiangdong")

Rong Li Clothing Co., Ltd. Chairman Zhu Xiangdong

Thick and thin create a win Zixiu future

Reporter: Zhu Zong, Zi Xiu has always been in the leading position in the underwear industry. Can you talk to us briefly about the current market status of Zixiu?

Zhu Xiangdong: At present, the Zixiu brand has established a total of 16 branches across the country, 8 provincial generations, 2800 terminal networks, basically covering all major cities and counties in the country, deeply rooted in the fertile soil of the terminal. Zixiu body underwear is in the leading position among its peers because it can think of consumers, and Zixiu seamless bra is also unique, its core value of the technical point, supporting the exclusive experience of the bra . In terms of brand power, Zixiu can be said to have a reputation and customer loyalty, which also ensures the sales performance of the store. Although, at this stage, the underwear industry is in a poor environment, Zixiu's brand performance still stands out.

Reporter : In the era of this change, what will Xi Zixiu do next?

Zhu Xiangdong: Although in recent years Zixiu has been in the leading position in the underwear industry, but we do not seek speed, just for the brand to move forward steadily and powerfully, because only a solid foot can only go faster. At this stage, Zixiu is poised to take off, because we are about to usher in a new round of leapfrogging. When others are scrambling to deal with the harsh environment around us, or when we choose to give up when we complain about self-pity, Zi Xiu is hard at work. Profoundly settling, seeking breakthroughs and innovations in business models, with a profound attitude, calmly born, I believe that within six months everyone can see the new purple show to create a future.

The era of the Internet breaks purple show sword pointing

Reporter: In today's era of e-commerce Internet, how does Xi Xiu want to achieve "Internet +" after "touching the net"?

Zhu Xiangdong: The Internet+ will definitely re-shuffle the underwear industry and rebuild order. The old, irrational, chaotic underwear rivers and lakes will surely be replaced by new thinking, new technologies, and new models. This is beyond doubt. Zixiu has adjusted its layout in the general direction of the Internet+ in the past two years, insisting on product innovation and R&D, creating advantages for retaining physical stores, leveraging the Internet, opening up online and offline, satisfying the user experience sharing model, and shaping the new social brand. Rubik's cube.

Reporter: The Internet age is also an era of consumer sovereignty. As the customer's demand for products continues to increase, as a brand company, how does Zixiu discover, understand, and meet the needs of customers' individuality and diversity?

Zhu Xiangdong: Today's Internet age is an era of "consumer is king." Meeting the needs of consumers is the magic weapon for the industry to win. Many companies, especially the well-known designer brands, are too playful with individuality, and they do not always follow the consumer's most genuine perspective. Zixiu has always been based on social phenomena and meet the needs of consumers to experience the ultimate product thinking, which is also the year after year Zixiu can continue to introduce one generation after another to lead the market demand products.

Reporter: In the age of the Internet, what kind of new products are planned by brands such as Zixiu and my beloved in 2016? What adjustments need to be made on the basis of inheriting the past?

Zhu Xiangdong: According to the specific analysis of brand channels, consumer positioning, and market conditions, we have made a series of targeted brand plans for Zixiu and my beloved. These brands respond to each other and each meet different consumer needs. At the same time, in 2016, the new products inherited the main concept of comfort and health, and paid more attention to the creation of core single products. This is done in order to be more effective in the form of an interface in the wild in the Internet era and to increase brand competitiveness, recognition and extension.

Full information integration will lead future innovation

Reporter: What do you think is the core factor of underwear company innovation?

Zhu Xiangdong: The core element of underwear company's innovation is user experience thinking, and the most important of course is the design concept.

Reporter: What are the trends of future product innovation? What are the characteristics of these innovative products?

Zhu Xiangdong: In the future, innovative products must be the products that satisfy the consumption patterns of the Internet era to the utmost. The main features are the following: First, the scene is the experience, which can satisfy the consumers' sense of experience; Second, novelty and personalization, Can catch the eye of the consumer; The third is the value, the future is the era of decentralization, the business will further let consumers; Fourth, to facilitate the purchase, to meet consumers shopping anytime, anywhere.

Reporter: The changes in consumer spending habits and the diversified development of consumption scenarios have led to changes in the market model. What will Zi Xiu do to respond?

Zhu Xiangdong: In the past few years, the Internet has developed rapidly. Many new ideas are springing up. Everyone is seeking a way out. However, the key to success is that the main contradiction has not been grasped. Purple Show does not want to be quick, just do not want to fall into such a misunderstanding. Now it has landed a new mode of adapting to the consumption situation of the Internet era. No matter how the reforms come, with open mind, we believe that we can easily adapt. At present, cloud merchants and micro-businesses that are slowly emerging in the market are indispensable tools in the new business model. In these aspects, we must also conduct certain research and exploration. I believe that Zixiu's future communication with consumers will be the shortest way to integrate all information elements.

The future will be the coexistence of opportunities and challenges

Reporter: At present, the underwear industry is still in the doldrums. Do you agree with the statement that "industry is cold in winter?"

Zhu Xiangdong: Yes, currently the underwear industry is still in a downturn stage. Some people call it "industry winter", but I prefer to call it an innovator opportunity and spring. Why is it an opportunity and spring for innovators? First, the underwear industry will be reshuffled, and it will gradually become more complex and simpler. This is an opportunity for innovators. Second, the entire industry will continue to increase in size, but the individual will gradually shrink. Third, many middlemen Will gradually disappear, which provides the possibility of innovation costs; Fifth, different industry alliances will also shine. Therefore, only with integrated resource integration capabilities, can we focus on doing a deeper and more integrated intelligent platform, and thus become the industry's new master.

Reporter: What are your suggestions for the healthy development and the second reform of the underwear industry?

Zhu Xiangdong: The healthy development of the underwear industry in the future will begin with consumer denial of counterfeit health. Consumers are the people who ultimately experience and feel the products. Their own unhealthy and even inferior products are advertised as healthy and comfortable. In the end, they can only reap the customers' negation and rejection. As the Internet becomes more open and transparent, there are only two ways for such companies and brands to either improve or disappear. The improvement will essentially be the improvement of health products, and the balance of morality will gradually become more balanced. The return of business to the origin and conscience, as well as the fear of consumers, the agency system will be decentralized, and the resources will be integrated and matched to complement each other.