"Langsha": "Chinese socks king" wants to be "underwear king"

In the past 10 years, “Lansha” has created the “Ten No. 1” in the industry, winning well-known Chinese trademarks, Chinese famous brand products and national inspection-free products, and has become a veritable “Chinese sock king”. In 2006, the company spent 200 million yuan to enter the Chinese lingerie market with a high profile and plans to recreate one China "underwear king" in three years. Why does "Lansha" turn to the strong underwear of Lin Lin? At the 2006 “Sales Langsha Year of China Underwear” dealer summit held yesterday, Weng Rongjin, the president of Langsha Group, and Weng Rongdi, the president, gave the answer.

The first step to expand your brand

From socks to underwear, Weng Rongjin said that this is only the first leap struck by the Langsha Group. He believes that as the business model continues to change, brands gradually diversify and diversify, and Langsha is also facing new challenges.

“How to make use of existing resources to make 'Lansha' a century brand, this is a problem we have to consider.” Weng Rongdi said that Langsha socks has now become the first brand of the Chinese hosiery industry and has one of the earliest and most sound establishments in the industry. The franchise monopoly system, built nearly 2,000 home terminal image stores, how to make use of these excellent resource advantages, the 'Lansha' brand to further extend and expand? The company considered the overall situation, and ultimately decided to upgrade the global marketing network, establish a terminal integration model covering all kinds of products --- Langsha fashion life experience hall, and put forward a built-in product integration model. "Consumers can enjoy a one-stop service from socks, underwear, home, home textiles and other interior products in the museum, so that a single sock brand can be extended. The first step is to start Langsha's underwear market."

Use 200 million to build "underwear carrier"

However, after years of development, the underwear industry has entered the era of low profit. At this time, “Lansha” seems to be not a wise move to enter the field of underwear on a large scale. However, Weng Rongjin believes that meager profits do not mean a recession, which shows that the underwear industry is gradually becoming mature and is the best time for companies to carry out brand operations. So how do you fight this battle? Weng Rongjin said

They are ready early.

“We have a ten-year advantage in basic resources, a strong scientific research and marketing team, advanced production equipment, perfect service, and enough confidence as the 'biggest' in underwear industry.” According to him, in 2004 Langsha The Group has jointly established a postdoctoral workstation with Donghua University. Following the establishment of a hosiery research and development center, this year it has also established a textile R&D center dedicated to the development of high-tech underwear; investing more than 200 million yuan to purchase hundreds of units in the world. The most advanced seamless underwear machine, as well as cotton spinning equipment, chemical fiber raw material production equipment, etc. At the same time, the company also successfully integrated the overseas sales network of the world’s top 500 Japanese Itochu company and the world’s largest seamless underwear manufacturer. Teflon's product research and development resources have been established, and an underwear industrial park covering an area of ​​nearly 1,000 acres has been established. It is dedicated to creating the largest seamless underwear production base in China.