- Interview with Oudi Fen International Group Chairman Wang Wenzong
Fit suit, neat shirt, a pair of gold rimmed glasses, looks more like a refined scholars rather than businessmen, it is such a man, a little underwear to the extreme, so that an ordinary Taiwan's local brand has rapidly grown into a well-known brand in China. He is Wang Wenzong, the chairman of ODI International.
Wang Wenzong is prescient, as early as 1993, he will Oudi Fen brought to the mainland. In recent years, Wang Wenzong led Ou Difen through brand introduction, personnel exchange and other means to bring overseas advanced underwear design concepts for the mainland market, the new spring and summer of 2011, Ou Difen new product on the "free and zero burden" as the theme, bringing new market concept.
Love the mainland market
"Underwear has more than 100 years of history in Germany and more than 30 years of history in Taiwan, China, but in mainland China, the real development in the next 10 years." In Wang Wenzong view, the mainland underwear market has just started, great potential. Industry data show that the mainland underwear market is about 20% annual growth rate of rapid growth in the next 5 years, the mainland underwear market will have 500 billion yuan of huge sales space.
Huge consumer market and development potential has attracted the attention of many underwear brands , underwear giant Ellin Fang will relocate the company headquarters from Shenzhen to Shanghai, and gradually adjust its layout in the mainland business to strengthen the pace of development in mainland China.
In contrast, Wang Wenzong layout of the mainland market has advanced. From the beginning of entering the mainland market in 1993, Wang Wenzong planned a blueprint in his heart, "mainly in Beijing, radiating North and Northeast; mainly in Shanghai, radiating the Yangtze River Delta", focusing on the central city.
After more than 10 years of development, Oudifen currently has 21 branches and offices in mainland China and 800 sales outlets, growing at an annual rate of 35% to 40%, much higher than the average growth rate of 20% in the market.
Internationalization of Chinese elements
Although Ou Difen in the rapid development, but Wang Wenzong's heart is not satisfied, and the ideal of Chinese underwear culture of the pursuit of relentless.
"Functionality we do is consistent with the West, but as a complete design products, the only regret is that you can not see the Chinese element." In Wang Wenzong view, underwear is not only underwear, but also the connotation of culture, Art is a continuation of history.
So, how to make the underwear goods and Chinese elements perfect combination has become Wang Wenzong has been thinking about the issue.
"Red, Red China!" Until one day, on occasion, saw a red dress in the flea market is a red, Wang Wenzong suddenly wake up, in fact, the red itself is a very Chinese element. Since then, he has pioneered the use of red in the fabric underwear, since 1998, Ou Difen every year regularly launch different designs of China Red underwear, 12 years never stopped. It is understood that during the Shanghai World Expo, Ou Difen also all series have been injected into the Chinese red color element, named "Sassy makeup."
Create a brand innovation
Fierce competition in Wang Wenzong does not appear to be a bad thing, "good competition will have a good brand." But what worries him most is that the current lack of nurturing and management in the mainland market, the lack of innovative enterprises themselves, but Simply by copying to maintain.
"Nowadays, many large enterprises in the world are trying their best to attack the mainland market." Wang Wenzong said: "As a small and medium-sized enterprise in Taiwan, it is definitely not a competitor to resources, so we must pay attention to strategies and promote innovation. I copy, the entire industry will collapse. "
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