Intensive Farming, Ingenuity And Dream -- An Interview With Tang Quanhui, Chairman Of Yi Heng And General Manager Liu Ying

Since its establishment in 2004, it has studied the market trend.

What is the competition barrier for this company to provide innovation and precipitation in the field of maternity underwear? With curiosity, we conducted a face-to-face interview with Mrs. Tang Quanhui, chairman of Shenzhen Yi Heng Garments Co., Ltd. and MS. Liu Ying, chairman of the company, and listened to their detailed description of IQQI's growth and harvest in the past thirteen years.

Keep pace with the times and continue to innovate. There are also big opportunities for small products.

Back in June 2004, when IQQI was founded, there was no professional underwear brand for pregnant women in China. Its appearance opened a new door for this market.

March into the blank maternity underwear

For Tang Quanhui at that time, it was not a reckless move, but a judgement based on the deep insight into the industry.

After graduating from the Suzhou Silk Institute of Technology (after joining Soochow University), Tang Quanhui worked in many years of quality management and sales in Hongkong, an underwear brand in Taiwan and an adjusted body clothing brand in Taiwan.

After leaving the two companies, she also worked as a brand agent for two years and had very rich experience in the industry.

Tang Quanhui said: "although the decision to create a brand is a very accidental opportunity, but years of accumulated experience let me see the prospect of the maternity underwear market, and I personally hope to provide a more professional and comfortable product for the pregnant women in this special period.

"

It is a pioneering proposition at that time to be fine or complete.

As a tradition

Market separation of subcategories, maternal underwear market can only be regarded as a small niche market.

Because of the short period of pregnancy, most of the underwear for pregnant women is phased. Even in the past two years, the full liberalization of the second child policy has brought more opportunities to the industry, but compared to the large traditional underwear market, this cake is obviously small and beautiful.

This "small" became even more apparent in 2004. According to Tang Quanhui, in 2004, there were few competitors in the market. Only WAL-MART sold underwear for Junior Girls between 30-50 yuan. In terms of channels, agents were also operating and there were no direct brands.

At that time, a lot of businesses had such concerns: can they survive only with maternity underwear? This suspicion also shrouded in suitable shelter. So at the beginning of the establishment, the company, like most of the businesses on the market, went on the whole category of maternity dress route, including underwear and pregnant women's outdoors clothing.

But after the crisis, Tang Quanhui was told that this road would not work.

In the summer of 2005, she made a decisive decision to cut off her outfit business, focusing on the development, production and sale of maternity underwear.

It is a difficult choice for many small and medium-sized enterprises to do fine or complete. Once making a wrong judgement, it is possible to drag the company into the mire of poor management.

According to their own development and the anticipation of market development, IQQI should make a decision to "do fine", which has laid a solid foundation for its subsequent development.

Tang Quanhui said frankly, after cutting off the outfit business, he suddenly saw the light and felt the opportunity point of the market. "It's very important to focus on one point, do fine rather than do it all in business."

Of course, IQQI is not the right choice for every intersection at the development of enterprises. For the strategic mistakes, Tang Quan Hui did not shy away from it: "we have many places to reflect on in the past decade. For example, in the medium term of enterprise development, our layout in mother to child channels is not deep enough, thus missing the larger market share brought by the rapid rise of the channel. When the electricity supplier was rising, we did not have the first time to carry out the business, but entrusted this part of business to other companies for operation.

But even if there is a mistake, as the veteran brand of the underwear industry, IQQI should have been in the market for more than 10 years.

Tang Quanhui said that in addition to a small number of products available to the United States, South Korea, Brazil, Chile and other overseas markets, more products should be supplied to the domestic market. "The domestic market is undoubtedly the focus of our operation".

In terms of channel layout, there are 158 direct counters under IQQI online, which are mainly distributed in Guangdong and Hunan.

Nearly 85% of these battalion counters entered the maternal and infant system, and 15% entered the shopping mall.

In November 2016, the company also set up a dedicated online operation team, Yi Heng Technology Co., Ltd., mainly responsible for habitat.

Jingdong,

And so on, the official flagship store operation.

The establishment of technology companies has changed the original operation mode of "online operation". Liu Ying explained: "in the past generation operation mode, IQQI should play the role of product export, and the user stickiness is very weak. There is a hidden danger for the long-term development of enterprises.

"

In order to enhance the stickiness of users, the company launched more than 100 million funds in 2017 to add "one thing, one yard" system and operation system to each product. Combined with the WeChat public number, consumers can verify the authenticity of products and get the opportunity red envelopes through the way of "sweep code", eliminate the phenomenon of fake goods and goods in terminal stores, synchronize the users' one to one product exchanges with the brand customer service in the process of using, and enhance the brand trust and user satisfaction through IQQI.

In addition to enhancing user stickiness, IQQI started to improve its professional services from the beginning of 2017 and strengthened its stickiness with the brand.

Liu Ying said that in the past, many of them used to be face-to-face training after the shopping guide, and this kind of training was not effective without direct benefits.

"Now, we have embedded two entries on the public number, one is the super shopping guide, the other is the strategic partner portal.

Super shopping guide can let the shopping guide learn professional underwear knowledge and information related to the brand. Every study can get bonus points, points can also be exchanged for gifts; strategic partners entry for channel partners to guide the purchase, they sell every product, you can get random red packets and certain points by scanning the code.

"This system is related to" one thing, one yard "system, so that Yi Yi promotes the professionalism and enthusiasm of the shopping guide service.

It is reported that the current active online shopping guide has nearly 1000 guidance.

The current trend of consumption upgrading is personalized demand.

Under the background of consumption upgrading, the current retail market has long left the era of "goods can be sold", and satisfying consumers' personalized needs has become a strategic consensus of more and more enterprises.

Based on this, going out and facing face to face with consumers is becoming more and more important.

"Today's market supply exceeds demand. Only by individualized demand of consumers, from the perspective of styles and functions, can we meet the diverse needs of consumers in order to enable the company to survive.

"Tang Quan Hui emphasized.

In the lingerie market of pregnant women, the demand of consumers has also extended from a single pursuit of product quality to a focus on popular styles, colors and styles.

According to the investigation and statistics of the lingerie Management Committee of pregnant women, as of the end of October 2017, there are more than 5000 brands of Chinese maternity underwear market.

Liu Ying said that in 2017, it was also the year for IQQI to build a brand name. The brand positioning was "fun to enjoy new motherly love". The product positioning "light care type maternity underwear" brand for users passed the product cognition focus on "light, thin, pparent" three dimensions.

"Light" refers to weight. In the underwear market with a general weight of 130g, it introduces a 60g bran with uncomfortably comfortable feeling. "Thin" represents fabric and technology, persists in using better fabrics and reactive dyes, abandons the selling points of complex marketing, and restores the ingenuity of the product itself; "penetration" is the pursuit of sexy and individualized.

Tang Quanhui added that from the early stage of research and development team into the store, field research, to develop in search of pregnant, cup type of pregnant women's test panels, to "try many times, repeatedly modified", and then the fixed money into the market, user needs throughout the product development.

At the same time, China has opened up a green channel to receive all the products that have quality problems. The strategy of implementing all recall for products with slight discolouration and outmoded products is also the brand persistence that IQQI should live in over the past decade. This is also the persistence of Yi Heng people's heart and love. The IQQI has gradually won good market reputation and user trust.

Keeping pace with the times is the key to the vitality of enterprises. In the face of new market demands, it is necessary to expand the company's business to the field of postnatal rehabilitation, and provide consumers with one-stop product services from pregnancy to postpartum.

At present, the company's products cover maternity underwear, maternity clothes and postnatal restorative supplies.

Although sales of postnatal restorative products account for only 10% of the company's performance, Liu Ying believes that the core of this category is to help the terminal stores to make dynamic sales, attracting consumers to shop experience through quality products and doing drainage work well.

And for more and more mother and child shop to increase postnatal care service this phenomenon, Liu Ying personally very optimistic, she believes that this is the embodiment of consumption upgrading, "there will be a market demand."

Don't forget your heart.

Demand oriented, conscientiously do every product.

As Liu Ying said, "the so-called market is becoming more and more difficult, but it is a false proposition, but it is just a kind of imaging that does not match the value of ability and desire.

With the development of economy and the upgrading of consumption, the market is constantly changing. As an enterprise, as long as its management, products and services are kept up with the pace, enterprises will naturally come into being.

"

In the exchange with the two senior executives, "Chinese baby baby" can truly feel the company's pragmatic and persistent, it has no unrealistic imagination, and there is no light to give up the idea, but who can deny that this is not the most valuable quality of small and medium enterprises.

"I do not pursue high-end luxury, and I am more delighted with plain simplicity". This is Tang Quanhui's value orientation and the simplest interpretation of IQQI's brand.

From 13 years ago to today's ramming, IQQI's brand development is restrained and implicit. Liu Ying said that there are still many opportunities to improve in the service of the whole country. If the management level is scored, it may only pass itself. In 2018, it is the service year of the brand. This kind of service is the product's high cost performance landing, terminal precision drainage activities, and the integration of brand and community operation.

IQQI Yi Qi brand hopes to serve more customers and friends in the country, scan the enterprise two-dimensional code, enter your needs, let me serve you attentively.

The journey of "enjoying the new maternal love" is more interesting and colorful because of your joining.

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