Urban Beauty: The Way From The Factory To The Top Of The Brand

Many women who like to go shopping should find that the beauty shop of urban beauty can not be denied in the general commercial gathering place. But before it was just a factory, how did it make such a big brand?

First, a sewing machine starts at the factory stage.

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But the profits of the foundries industry have been declining, from the previous 30% to less than 10%.

Two, in 2003, the pformation began, and at the beginning it was "retail + channel", with a profit margin of less than 5%, and persisted for three years. It felt that the road was right, balancing its ability and market environment, and the profit rate reached 10%.

Three, in 2013, the pformation of "brand + merchandise" was launched in Hongkong in 2014, and exceeded 10 billion yuan at the end of 2015, becoming the sixth underwear company in the world.

In addition, Zheng Yaonan also introduced.

The main strategies of multi brand, multi category and multi-channel are as follows:

Multi brand strategy: at present, urban beauty has three products: women, men and children.

Overall layout: urban beauty has developed eight categories, including underwear, underwear, pajamas, home clothes, thermal clothing, Bottomwear, vests, socks, etc., to ensure that users can not only buy their own products, but also buy products for their families.

Multi channel expansion; develop diversified sales channels, and continue to expand sales network.

It is reported that the city beauty shop under the line can be divided into five categories: commercial supermarket stores, pportation hub stores, campus shops, community stores, commercial street shops.

Zheng Yaonan said that the urban beauty started in 2014, and became the top four in the end of 2015, and is expected to enter the top three by the end of this year.

He also revealed that most of the top ranked brands in the e-commerce field were online brands, and by 2016, eight of the top ten underwear brands were offline brands.

It is understood that this session has been held at the modern international exhibition center in Dongguan today.

The theme of this conference is "the road of innovation and innovation", aiming at promoting local resources in Dongguan.

Docking with e-commerce platform and service providers will help promote the deep pformation of Dongguan's manufacturing e-business.

Including the eBay cross-border trade division, general manager of Hongkong and Taiwan region, Liang Aibei, general manager of Amazon China Southern China region, Kangping, global Tesco third party platform leader Wu Qinghua, city beauty CEO Zheng Yaonan, Huayang Xintong Xun Huang Huang Xin Shan, Zheng Yaonan as general manager of Guangyang strategic operation Guangyang Guangyang and other electric business executives have participated in the summit and delivered speeches.