Ordifen Wang Wenzong: Mainland Complex Of "Lingerie King"

A Western-style suit, a neat shirt and a pair of gold rimmed glasses look more like an elegant scholar than a businessman. It is such a man who makes a small underwear the ultimate, and makes an ordinary Taiwan local brand rapidly grow into a famous Chinese brand. ordifen Chairman of International Group Wang Wen Zong 。

Wang Wenzong was prescient. He brought Ordifen to the mainland as early as 1993. In recent years, Wang Wenzong has led Ordifen to bring overseas advanced underwear design concepts to the mainland market through various ways such as brand introduction and talent exchange. In the spring and summer of 2011, new products of Ordifen took the theme of "free and zero burden" as the theme, bringing new concepts to the market.

　 Love Mainland market

"Underwear has a history of more than 100 years in Germany, and has a history of more than 30 years in Taiwan, China. In the mainland, the real development is in the next 10 years." In Wang Wenzong's view, the mainland underwear market has just started and has great potential.

Industry data show that the mainland underwear market is growing at a rate of about 20% per year. In the next 5 years, the mainland underwear market will have a huge sales space of 500 billion yuan.

The huge consumer market and development potential have attracted the attention of many underwear brands. Underwear giant e Li Fang will migrate the company headquarters from Shenzhen to Shanghai, gradually adjust its layout in the mainland business, and strengthen the pace of development in the mainland.

By contrast, Wang Wenzong is ahead of the mainland market. Since entering the mainland market in 1993, Wang Wenzong has worked out a blueprint in his mind, "mainly in Beijing, radiation in North China and Northeast China, mainly in Shanghai, and in the Yangtze River Delta", focusing on the central city.

After more than 10 years of development, Ordifen now has 21 branches and offices on the mainland, and 800 sales outlets are growing at a speed of 35% to 40% each year, far higher than the average growth rate of the market 20%.

　 Internationalization of Chinese elements

Although Ordifen is developing rapidly, Wang Wenzong's mind is not satisfied with the ideal. Chinese underwear culture Pursue unremitting efforts.

"In terms of function, we are consistent with the west, but as a complete design product, the only regret is that we can not see the Chinese elements." In Wang Wenzong's view, underwear is not only underwear, but also connotation, culture, art and continuity of history.

Therefore, how to make the imported underwear and Chinese elements perfectly integrated has become a problem Wang Wenzong has been thinking about.

"Red, China red!" until one day, it happened to see a red dress in Qing Dynasty on the second-hand market. Wang Wenzong suddenly realized that red itself is a very Chinese element. Since then, he has pioneered the use of red on underwear fabrics. Since 1998, Ordifen has regularly launched different designs of Chinese red series underwear for 12 years. It is understood that in World Expo, Shanghai, Ordifen has also injected all the series of Chinese Red elements of color, named "flourishing red makeup".

　　 Innovation and brand building

2010 is a challenging year for the entire textile and garment industry, and the underwear industry is no exception.

At present, the whole industry has slowed down and turned to domestic sales. According to statistics, it is estimated that the proportion of domestic sales of Enterprises above Designated Size will reach 83% in 2010 and 85% by 2015. This also means more intense market competition.

Fierce competition in Wang Wenzong's view is not a bad thing, "good competition will have a good brand." But what worries him most is that at present, there is a lack of cultivation and management in the whole mainland market, and the enterprise itself lacks innovation power.

"Now many large global enterprises are attacking the mainland market with all their strength." Wang Wenzong said, "as a small and medium-sized enterprise in Taiwan, compared with them, resources are definitely not rivals, so we must pay attention to strategy and promote innovation. If you simply copy me, the whole industry will collapse. "