U.S. Wal-Mart 30% underwear Suzhou made

China's clothing processing occupation of overseas markets is not new, but Li Cheng Company, which was registered in Fengqiao more than 10 years ago, has been able to account for 30% of its processed Wal-Mart's sales and has entered the domestic market. Home shopping mall supermarkets, this can not be said to be a small miracle.

Licheng Group was founded in 1999 and is located in the Fengqiao Street of the High-tech Zone. It mainly produces underwear and home wear. In the face of the grim reality that the average profit of the industry is less than 5%, Lishun has created and pioneered the introduction of “process analysis”, insisting on scientific and technological innovation, and setting up its own creative marketing team in the United States to actively seize domestic and foreign markets.

Process analysis assists in the fine management of positions. In the Licheng Group's production workshop, computers are installed on the processing lines. Every worker should brush his "information card" in front of the work bench before taking up the job.

Here, long time no management personnel are staring at the work, all cutting, crimping, sewing, and other subtle processes will be recorded by the “information card” and displayed simultaneously on the computers of each production line. “Take an analogy, the production of a T-shirt needs 16 processes, and the standard work time is 100 seconds. We found that workers with low production efficiency can take 130 seconds, and some take 140 seconds. The process of uncoiling and sewing seams is erroneous or inexperienced, etc. 'Process flow analysis' is to quantify the standard time-consuming of each process to the second - the speed of your operation will be reflected on the computer, if it is always slow The company will train relevant personnel according to this link, or have skilled masters to teach you until the operation is more reasonable.” Li Qi, production director of the group, introduced the reporter, “through analysis and control of process flow, The Group's production efficiency has increased by approximately 30%. This has brought sufficient competitiveness to the company."

While the reporter felt the company’s fine management, it also made people feel a “cruelty” under fierce market competition.

Creative team stationed in the United States to learn "fashion"

The reason why Licheng Group can continue to make great strides in the fierce competition is to increase the market share of products, and it is also related to their marketing model.

In order to match the pulse of the market and make the products marketable, Licheng Group sent a creative marketing team to the United States to study the popular elements and design concepts of the home wear in developed countries, and to integrate them into their own production and operations, using the United States. Fashion concept After designing products, let foreign brands choose. In this way, sales of the six major series of fashion home series, home sports series, classic pajamas, romantic girl series, and modern sexy series developed by the Group almost double each year. According to statistics, Licheng sales revenue was more than 300 million yuan in 2007 and reached more than 500 million yuan in 2009. It climbed to nearly 800 million yuan in 2010. In the first half of this year, it continued to maintain rapid growth. “Technological innovation is also another success for Licheng to successfully seize the market. Since the second half of last year, the tight market cotton and the rapid increase in the price of cotton fabrics have brought pressure on the cost management of home wear products. What should we do? Through technological innovation, we found a substitute fabric – corn fiber is very useful, not only the color is more bright, the cost is also lower than cotton fabrics by 20%, but also recognized by those foreigners. Only this alternative material, It reduced the production cost for the group by several hundred thousand yuan, said Zhu Xing, president of Licheng Group.

Inside and outside of the market, it is also necessary to have new ideas for occupying the market in Suzhou. Facing the vigorous development of e-commerce, Licheng Group is a large-scale enterprise, but it has not neglected online sales. They launched the “China Home Apparel Shopping Network”, a professional B2C e-commerce website in the home furnishing industry, and seized the online sales market with a new marketing strategy.

To this end, the Group has set up an e-commerce business unit. "I did not expect that the network sales will increase month by month and the growth will be staggering. We are optimistic about the development prospects of this sales model, which will become another important way for us to make our brand bigger and stronger," said Zhu Xing.

“Actually, with the better life of the people, the home service is not just a pajamas but also a reflection of comfort, fashion and personalization. We have effectively combined international fashion trends with domestic spending power and established a new home furnishing concept. In order to lead people to experience a stylish and elegant home culture, Zhu Xing said. “At present, in the Wal-Mart supermarkets in the United States, more than 30% of home clothing is provided by Suzhou Licheng Group.”

And in order to “combine both inside and outside” to expand the market, in the past two years they also focused on the development of the domestic market. “We have established our own brand. We have already entered 1380 large-scale supermarkets in the country, including Auchan, Wal-Mart, RT-Mart, Carrefour, etc. We expect that the number of large supermarkets we will enter next year will reach 3,000,” said Zhu Xing.