The economic crisis of 2009 is a test for the apparel industry where economist Lang gave an emergency prescription to Chinese companies: When winter is coming, businesses are ready to get cotton paddies to survive the cold winter. .
When many garment enterprises to shorten the front line, reduce orders, increase revenue and reduce expenditure, a mind ready to hibernate, but one against the trend, put on cotton to hunt. This person is Love yarn apparel International Group (China) Co., Ltd. executive director and marketing director Zou Jifu, it is this is the peer called "to muddy the water of the clothing industry," the man, in this extraordinary period do not worry about "Speed ​​of Life and Death" "Fatal blow", but in a short period of two years, became the underwear industry influential "hunter." It is no exaggeration to say that Zou Jifu sneezed in Shenzhen, more than half of the country's underwear industry counterparts will be cold.
Zou Jifu What people are also?
Zou Jifu, born in April 1972 in Chongqing Yunyang, is a tall and burly man with an EMBA degree from Tsinghua University. He was involved in the advertising industry in 1994 and has been engaged in investment in the IT industry. He is currently an executive director and marketing officer of Love Threads Apparel International Group (China) Co., Ltd. Director. Zou Jifu no matter what will be done soundless, by the industry as "business genius." Never satisfied with the status quo, his favorite word is "dare to fight to win", and often use this sentence to spur and motivate yourself. In 2009, in the extraordinary period when the global financial crisis swept through the vast land of China, he met with difficulties. In October 2009, he established Love Threads and Apparel Group, and in just two years, made Love Threads a national famous brand.
Strategic planning in Love yarn clothing International Group (China) Co., Ltd. Executive Director and Director of Marketing Zou Jifu
Gossip business opportunities found
As a top five men, Zou Jifu Why invest in underwear industry are not familiar with themselves? Speaking of this matter, at first glance by chance, but inevitable - because Zou Jifu is a challenge and dare to fight Chongqing guy.
During the National Day of 2009, Zou Jifu and his friends together dinner around the table surrounded by nine women and a man, the only man is Zou Jifu.
Gossip, the women talk about the topic is always inseparable from dressing, one of the women inadvertently broke the news that he spent only a year on the money actually have 3 million. "30000"! This figure is so surprised that Zou Ji Fu, which may sound just surprised at others, but wise Zou Jifu saw a huge hidden underwear business opportunities, he was calculating his heart should enter the underwear industry Chuangcuang.
Biased tiger line
Zou Jifu is a man who likes to challenge himself, especially in areas unfamiliar to himself. He thinks that only challenging himself can surpass himself and daring to win. About entering the world of underwear, family and friends have advised him that you can get involved in areas you are not familiar with it? Besides now is catching up with the global financial crisis, the market is weak, spend 30,000 yuan a year to buy underwear is only an individual woman, you this is not to hit the stone? Do not you afraid of the hard-earned money hit?
Faced with this discouragement, Zou Jifu have their own ideas, his global financial crisis to China is well aware of the impact, due to the combined effects of raw materials, costs, labor, markets and other factors, the increase of the national underwear plate Slow down, performance decline, undoubtedly make the situation in the apparel industry even worse.
However, Zou Jifu after some thoughtful consideration, or chose to wear cotton to "hunting." The second day, he boarded a train and went to Jinan, Shanghai, Beijing, Chengdu, Chongqing, Wuhan, Shenzhen and other cities, began a few months of market research, from the material sources, production Base and then to market sales, every aspect, every detail, he has done a good idea.
Love yarn brand was born
After a rigorous and painstaking investigation, Zou Jifu believes that although the financial turmoil has slowed down China's economy, investment in underwear industry will have some risks, but the outlook remains optimistic. Because, at present, the domestic market is full of foreign brand underwear , not only expensive, but these brands are designed for European women, not suitable for Eastern women wearing! The market urgently needs to develop local, more suitable for Chinese women to wear high-end underwear brand. Capture unlimited business opportunities, with full of passion and passion, Zou Jifu began his journey of entrepreneurship. "China's underwear market grows nearly 30% annually, China's underwear market has huge development space, underwear is a sunrise industry." Zou Jifu could not suppress his excitement and excitement, began his underwear dream. After a month of intense preparation, November 18, 2009, Love yarn Clothing International Group (China) Co., Ltd. was established in Hong Kong, in January 2010 in Shenzhen Luohu set up a love yarn in Shenzhen Clothing Co., Ltd. (http://), the same year in March love yarn apparel brand underwear - "Love yarn baby" underwear through the national authority of quality inspection.
Play is not a heartbeat
Love yarn underwear draws on the Italian fashion women's advocate of nature, the pursuit of the perfect curve of the fashion, and in accordance with the characteristics of Asian women's body and chest type, with fine workmanship, elegant style, tailoring fit, health and practical features, represents the current native The highest quality bra. In particular, Love yarn Baby "magic ring bra" end of the ordinary steel ring oppression of the history of the breast, presented to a female friend a "natural, ecological, health care, plastic" in one of the underwear, is the perfect combination of technology and fashion. Since its launch, underwear has set off notable waves in the underwear industry with its scientific tailoring, ergonomic design, high-quality fabrics and price-earners, and has been favored and sought after by most Chinese women. Just two years, Love yarn baby underwear has 98 counters and 23 regional distributors. In that winter of 2009, Zou Jifu did not choose to "drill into bed for winter", but put on cotton "go hunting", staged a heartbeat "speed", let the industry was shocked.
In the face of the reporter's question, Zou Jifu said: I am not playing the heartbeat, but according to the actual needs of the market under the financial crisis, we do not need to worry about the development of Love yarn too fast. In fact, Love yarn has been a conservative estimate of market share over the past two years, but dealers have chosen to continue to maintain order volume growth, which gives Love yarn has brought a strong impetus.
Implement multi-brand strategy
Love yarn brand after more than two years of development, gradually expanding market share, has hit a month even opened twenty stores and single-store turnover of 10,000 broken record, also set a new shop 20 days turnover of 200,000 broken 200,000 Myth. Today, Love yarn brand has been quite mature mode of operation, market awareness and loyalty rising, but not satisfied with the status of Zou Jifu, he was on the alert, while doing specialization and strengthening underwear business at the same time, the implementation of a multi-brand strategy to make their own points The market "cake" is getting bigger and bigger. At present, Love yarn owns four major brands, namely love yarn baby, Bai You Ti, IFEICE and Princess. Which love yarn baby brand for the price of more than 300 yuan mainly GetFit (Princess) for the high-end e-commerce brand, IFEICE (Ai Fei Si) is a low-cost brand, the price of 100 yuan, 100 gifted Ti belonging to the high-end brand underwear , The price of 680-980 yuan mainly for such price positioning, Love yarn audience coverage is very broad, from the high-income white-collar workers to ordinary wage earners women, to achieve the original vision of entrepreneurs, "so that all sectors Women can afford to wear high quality healthy underwear, "the beautiful original intention.
the secret of success
As a rising star of the domestic underwear brand, love yarn brand secret of what is success? On this issue, Zou Jifu told reporters: I think love yarn is not quite a complete sense of success, can only be regarded as achieved stage results. Although the love yarn was born in the financial crisis, but Love yarn is standing on the shoulders of giants: living in Shenzhen underwear industry agglomeration effect, the underwear industry in Shenzhen has formed from design to manufacture, sale, from the fabric accessories to related components of the complete industry Chain, underwear industry, high value-added, brand high starting point, high visibility, which allows Love yarn brand has achieved rapid development.
In the brand development process, Love yarn has always been to care for women's health responsibility, human design products, selection of high-quality green fabrics, strict quality control, which are the development of Love yarn plays a vital role. However, Love yarn and big brands there is still a certain distance compared to this distance is not too large, love yarn yarn to the pace of development and dedication, the gap is rapidly shortened. The pursuit of fashion and health will always be the mainstream trend, which is the largest source of confidence yarn love.
Zou Jifu also said that under the homogenization of underwear industry is serious today, companies should study how to strengthen the brand differentiation, especially the apparel industry, there is no cultural personality means that the industry is missing the soul, and a soulless industry is no future .
Pursuit of endless
On April 23, 2011, the China Competitiveness Forum cum Forum organized by Economic Magazine, China Industry Newspaper Association, China Trade Press, Global Competitiveness Organization, China International Exchange Promotion Association, China Economic Innovation Alliance and many other organizations Integrity and Development Summit "and" Seventh China Enterprise Competitiveness Annual Meeting "and" National Integrity Unit Hall of Fame Ranking Annual Meeting "held in the same period and other activities in more than 10 authoritative experts, more than 300 companies, more than 50 news Under the common media witness, the title of "China's first brand of adjustable underwear," the dust settles, "Love yarn Baby" was among them. This is a milestone for the development of Love yarn group.
From left to right, the fourth man is Zou Jifu, executive director and chief marketing officer of Love yarn apparel group
Today, Love yarn on the underwear market share can not be underestimated, the face of changes in the economic environment in 2012, Zou Jifu frankly said: "To say that the new year's economic environment has no effect on Love yarn is unrealistic, 2012 Love yarn will face a more complex domestic and international environment, more and more competitive underwear market, rising raw material and labor costs and rents for shops, are under pressure, however, Love yarn will continue to accelerate the pace of development, In 2012, we will continue to strengthen the differentiation of brands and continuously enhance the added value of our products. We will continue to shoulder the important task of meeting the demand of women with high quality and low price underwear, based on the positive and negative factors. For the underwear industry, the emphasis is not on the increase in quantity but on Quality and cultural connotation of the promotion, the key to the development of underwear industry is to continue to develop high-tech products, but also to give its fashion elements and cultural connotation.
In addition, Zou Jifu also told reporters that in accelerating the pace of life, increasing pressure on the survival of the background, people prefer to use lighter fashion to relax themselves, many wise entrepreneurs in the pursuit of "fine yarn count, thin fabric, light weight, Multi-functional "underwear, the future is both light and versatile underwear will become the focus of competition, Love yarn willing to do light economic development assistant.
In 2012, Love yarn plans to add 180 new stores in China, of which 50 are planned to be opened in Zhejiang and Chongqing, and 130 are newly opened in other regions, allowing Love yarn to write its own "Spring Story" during the winter and make consumption And end-users feel the bright winter economy of bright spring.
The global economic crisis for any business is a huge test, but Chairman Zou Jifu surprisingly courage and boldness successfully described a underwear business in the crisis was born, developed, rapidly growing legend.
Standing in the "China's first brand of adjustable underwear," the towering Hill Britain, looked up, Gangse strong, watching the surrounding, flags fluttering, a little rest, Zou Jifu and his team back again baggage started a new Journey, in their clear and passionate eye pupil, the reporter saw Love yarn firm eyes, feel they cloned, dare to fight, never give up the spirit of struggle.
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