Focus on OMISA Europe Misha: Three years of growth to witness the traditional underwear model is always spring

Due to the business relationship, the author's company is engaged in professional underwear conference planning and production company, serving hundreds of underwear companies, most of which are engaged in the traditional business model (self product development + production + agents + terminal Although in the past few years, their underwear market has been affected by the impact of e-commerce, micro-business, and OEM, they still occupy the mainstream of the market and there are individual brand-name companies. In recent years, they have developed even more rapidly. Instead of lowering it, the promotion is faster.

The most prominent of these is the OMISA Omisha brand. Since its launch in 2013, the Omisa brand has developed more than 20 provincial-level agents and more than 1,000 terminal image stores in more than 3 years. It has maintained high-speed growth for three consecutive years, and many provinces have successfully entered local peers. The top five brands. Its corporate leader is Deng Yuejin, a well-known professional manager of underwear industry. At the helm of this company, he has been transitioning from a manager to a self-employed businessman for six years. During these six years, he was extremely low-key and focused on doing one thing and re-shaping a new brand – Omega, in this During the process, he was not tempted by the so-called new innovative models in the industry, but he took advantage of years of brand-operating and actual combat experience to carry forward the new brand. Although it was under pressure from the market in the development process, The momentum of development is still healthy and healthy. In fact, in the past few years, there have been many new brands in the underwear industry that have mushroomed, but most of them have taken a bubble and fell. The Ou Misha brand not only took a bubble, but also bigger and bigger. This mystery, the author thinks, not only is Omisa’s helm leader Deng Yuejin’s manager’s origins, it’s simpler, but Omishi’s helmer, Deng Yuejin, optimizes the traditional operating model based on sticking to the traditional operating model. , reform, and promotion will make this model shine in the industry.

Focusing on this, this is Deng Yuejin’s core vocabulary for brand operations. He has done his best. Deng Yuejin believes that the king of the underwear industry is setting his own position and following a reasonable division of labor:
Brand dealers - make the goods well, manage the channels well, promote the brand well, position the consumers well, reduce the costs, and distribute the benefits! Agents - to find the right brand, find the right channel, sell the goods, and recoup the money!

Retailer - Choose the location of the store, do a good sales promotion, the staff training!

Not so complicated, our current industry is to complicate simple things, one thing is not done well, every day this model, that model! The unfamiliar models are dead models, and the operation is good. The traditional provincial model is always spring.

In fact, Deng Yuejin is based on this idea. He believes that each level of business is doing its part and naturally there is room for survival. However, in recent years, due to the new model, many agents have taken a look at the OEM model. They think that OEM can maximize profits and can escape the "squeezing" of upstream manufacturers. They have come to the factory to paste stickers. Card, the results of goods in the first and second quarters down, can not go through, the goods are expected to collapse pressure, poor quality of goods caused by returns, years of operating capital earned all of a sudden lost by OEM. Of course, there are also successful OEMs, but after all, it is a minority. These successful people have certain conditions: there are sales terminals that they can control, there is a certain brand group capacity, there is a brand operation team, these three are indispensable. Most of our fallen OEMs have neglected these three things. Think about it, these three conditions do not come when you come, and you cannot accumulate them without years of business experience.

In the same case, there was a brand in the industry that had annual sales of 300 million yuan, and sales in individual provinces reached more than 80 million. This brand also follows the traditional operating model. Like Deng Yuejin, they focus on one thing and do their part.

Let's take a look at what the focus of the Euro Misha brand is. They do their part and do a good job of detailing. What are the specifics?

First, focus on R & D

Ou Misha has invested a lot of manpower, material and financial resources in product research and development. In the past three years, it has invested a total of nearly 10 million yuan in R&D costs, and has more than 30 professional R&D personnel. The products developed by Omisa have always been an innovative indicator in the R&D and design field of underwear products. Four major physiological cycles, research and development of five major categories of products to meet consumers of different ages and preferences

Second, focusing services

In order to enhance the sales performance of end-users, the company launched 214 projects in 2014-2015, with consecutive single-store sales and large orders. Three, six, and nine products became the new normal for store sales. In 2016, the company launched a grand launch of 1,000-fold multiplication of stores. , from the headquarters of the core leadership, the domestic top fabric manufacturers (Tianhai, Chaoying, trust, profit), the domestic excellent consulting company, 214 projects in all aspects of comprehensive, three-dimensional force to boost the performance of 1,000 stores.

Third, focus on customers

Ou Misha insisted on doing cost-effective, high-turning products, non-profit channel dealers, the lowest discount of similar brands, letting consumers, the same fabrics, the lowest retail price, adherence to channel business, consumers at all levels of interest equal.

Deng Yuejin believes that focusing well is not a simple vocabulary. He needs to do his part and do a good job of detailing. For example: The birth of a brand product - he is through a lot of process, from product development, product review, product modification, modification, modification and even made N times to modify, and finally to the finished product, he has full of product personality, style , The image of an entire shipment, the best upper body effect, excellent craftsmanship, fabrics, quality assurance, environmental protection standards, and other advantages, so that he can guarantee that the agents have a certain sales competitive advantage in the market.
The birth of a brand-name product is more simplified than the birth of a brand. Even for low prices, low-cost fabrics that are not environmentally friendly are used for production. Think about it. Such a product can have sales advantages. Such a product makes Our branded agents are not unmarketable or explosive. Some people say that agents can take the transformation of the chain model. At present, apart from the lingerie chain, not many beautiful people are doing well, and most of them are out of the state of losing stores. This is a burning business, there is no capital, no management, no system, Will die to you. Micro-business and e-commerce can give the underwear industry a glimpse of the front line. We must make good use of him, but he can't become mainstream. He can't replace the physical store. The function and role of the physical store cannot be replaced by other current sales models.

The traditional mode of underwear has supported more than 40 wholesale markets across the country, tens of thousands of manufacturers, hundreds of thousands of agents, and millions of stores! At present, there are some pressures. We must bring positive energy to the traditional underwear model. We must use the traditional underwear model method and we cannot follow the current individual opinion. The old criticized the traditional underwear model. But the traditional model needs to use good internet tools! There is a reason for existence of any model, but the points for each model are different. The traditional provincial-generation model is a spring in management, and it is necessary to maintain the momentum for the traditional model underwear. Indeed, we are taking a good look at the undergarment industry today. Many of the successful agents that we have done in the past two years are also focusing on one thing and focusing on doing one thing well. We adhere to the traditional agency model. Some agents sell hundreds of millions of people each year. in. Looking at the focus of Omisa, focusing on doing one thing, always sticking to the traditional agent model for three years, has come out of the sky, we have seen the dawn and hope of the development of underwear, as long as we set a good position, gather together Jiao, the spring of underwear belongs to us!

Written by: Lei Lixin