Shanghai Adds "Blue Ocean Tactics" To The Top 50 In The Apparel Industry.

In the field of clothing, maternity dress has been a neglected market, and radiation protection maternity dress is a niche market segment.

However, Shanghai Tien Xiang has become the leading enterprise in the radiation protection industry and has become the top 50 in the clothing industry by relying on the "thirty-six things" of "nothing in the world" - to actively cultivate demand and to wake up the sleeping market.

In the first 7 months of this year, the company has completed its annual sales target.

According to the China Clothing Association survey, the production cost of garment enterprises increased by 15% in the first half of this year, the average cost of labor increased by 30%, and the average cost of raw materials increased by 9%.

Shanghai Tianxiang is also facing this difficult problem.

Over the past year, the cost of using cotton has increased, and the non-ferrous metal used for shielding radiation has risen fiercely. The cost of raw materials has increased by more than 10%.

In just a few years, competitors have been adding to the field of radiation protection maternity dress, and the industry is becoming fiercely competitive. Every company is afraid to raise their prices in order to protect market share.

In the face of the pressure of lower profit margins, Shanghai believes that we must jump out of the fierce competition of the "Red Sea" in the maternity dress, and look for the potential needs of competitors and expand the scope of consumers.

To this end, the company has intensified its research and development efforts, launched an anti radiation underwear and electromagnetic wave protective suit, and developed "quasi dad" anti radiation underpants and radiation proof children's clothing, thus bringing the company into a "blue sea" without competitors.

Some people wonder if there are any sales of these new products.

In fact, many years ago, Xiang Xiang was the first to launch the radiation protection maternity dress, which was also sneered at.

But the consumer's pursuit of health has taken up the upper hand, and the anti radiation clothing has become the standard equipment for the white collar mothers.

Now, after the launch of a series of new products, the use of word of mouth marketing among loved ones has successfully activated the market of prospective fathers and children.

It is reported that the monthly sales growth of men's anti radiation underwear is 20% - 30%, which has become another profit growth point for the company.

Actively cultivate demand, and ultimately, a strong marketing strategy.

From 2002, when we were involved in radiation protection clothing, the company tried to promote the importance of radiation protection and popularize the concept of health. At the same time, we vigorously advertise and strengthen the brand.

In 2006, Xiang Xiang put in an advertisement of 30 million yuan. Last year, the company hired star Annie Yi to become a brand spokesperson with an advertising volume of more than 60 million yuan. This year, the company continued to maintain high volume, increased brand awareness and woke up potential consumers.

In contrast, peers tend to save advertising fees and sell at low prices.

Just a few years later, the two roads are clear: the brand of Xiang Xiang is 30% - 40% higher than the price of similar products, and sales continue to expand.

Last year, Tianxiang group realized 320 million yuan sales.

After winning the famous brand products and famous brands in Shanghai, the Shanghai Business Information Center confirmed that the market share was 45%, becoming the largest market share brand.

Comment: the "radiation protection maternity dress" is understood as a maternity dress, the market is set in the "pregnant woman" within the scope, but think about it, in a health concept is becoming more and more popular in the era, do not other crowd need to guard against the ubiquitous electromagnetic waves?

The market is at sea.

Even in the economic boom cycle, many enterprises that fight in the "Red Sea" are not easy to survive and develop.

It can be seen that if we want to stand out as the leading enterprises in the industry, we must create a "blue sea" when we are able to sit in Diaoyutai when we are in financial difficulties.

Shanghai's experience of promoting new needs, awakening potential demand and rationally guiding consumption trends is worth learning from other enterprises.