Why Do Deep Enterprises Grasp The "Code" Of American Underwear?

American women can't live without a "secret of Vitoria".

"Vitoria. Secret "Is the world's leading underwear brand in the United States. And the most secret "decoding" of the American woman is a Shenzhen underwear enterprise called virgin.

From simple foundry production to independent R & D design, it has become a world-class supplier of lingerie brand. Just like an upgrading path of Jeanne's coming out, the transformation of the puppet of Shenzhen underwear enterprises is becoming a metamorphosis. Global A "Shenzhen power" rising in the underwear industry.

The vitality that must be forced out

The idiom of being desperate to escape is condensing wisdom. It is the most appropriate description to use it in the transformation of Virginia's transformation.

Liu Zhenqiang, director of Virginia International (Group) Limited, said that virgin was used to be a Hong Kong funded enterprise in western style shoulder pads. In 1997, in order to get rid of the difficulties, the company's business shifted from shoulder pad to bra mold production. At the very beginning, the business of the mould cup was not good because the industry was purely hand-made and the technical content was not high at that time.

But Virginia quickly gained inspiration from computer production technology. He invested in a very risky venture at that time. He worked with the Hongkong Productivity Council to develop computer die opening technology and became the first underwear company in Asia to use 3D CNC system to open mold and prototype. This technology, which was pioneered by the industry at that time, was faster and more precise. Virginia has grasped the core technology of computer mold opening, and all kinds of innovative products of the company have been derived from it. At present, there are more than one hundred patents.

Virginia has also won a large number of international famous underwear brand orders, and the fate of the company has changed dramatically since then. The responsible person of the Shenzhen Municipal Industry and Trade Commission said that the upgrading path of Virginia is the epitome of the development of the whole underwear industry in Shenzhen, and it is a different "wonderful" from "Shenzhen processing" to "Shenzhen manufacturing" and "Shenzhen creation".

Initiative generated by R & D

Virginia, who has tasted the first sweetener, is out of control in research and development.

Virginia has developed a "chest circumference" and a water bag chest. At the same time, it has carried out two large-scale investments of hundreds of millions of yuan, developed 3D wrapping technology, thermal bonding technology, and purchased a large number of advanced production equipment. At present, Virginia has a technical team of hundreds of people. The central laboratory has been awarded the National Laboratory and the first underwear enterprise technology center in the country.

Such strength makes international famous underwear. brand Attention. "Vitoria secret", Wacoal and other world-famous underwear brands not only invest a large number of orders, but also commissioned R & D design. Virginia has not failed to live up to these high demand international brands. Its "one piece chest" has led the trend. A Virginia water bag bra has sold more than 8 million pieces in only 10 years from the "secret of Vitoria".

At present, Virginia is an internationally renowned underwear manufacturer. It can produce about 40000000 corsets a year and produce 10 million pairs of cups each month. It is the largest mold factory in the world.

Moreover, because of the independent design and production, Virginia is constantly upgrading its value added products, and has more initiative. The company has also been selected from customers in the past to pick customers now, only to design and process a few high-end brands, so that they can concentrate on innovative research and development and strive for more profits.

"Giant phenomenon" created by innovation

Virginia has grown into a giant elephant from an obscure sparrow. What is the secret of success? The answer given by Liu Zhenqiang is innovation, innovation and innovation.

This innovation is actually a kind of micro innovation. Because the underwear industry is a traditional industry, it can not be like high-tech enterprises, often with a primitive innovation to achieve overnight mutation.

Liu Zhenqiang said, for NAVI Jeanne's thermal bonding technology, when it was seen that the sponge and cloth were glued together, people needed to spray the solvent directly, which was not only pungent, but also caused a lot of waste. At the exhibition held in Switzerland, Virginia company saw the thermal dissolution machine, which was then used for the production of automotive equipment. But Virginia got inspiration from it, spent a lot of money to improve, and successfully achieved the first innovation of adhesive technology in the industry.

The traditional industry's Micro innovation is making Shenzhen underwear this traditional advantage industry burst forth vitality. Moreover, under the driving force of virgin giant, the lingerie industry has continuously gathered to Shenzhen to build up an industrial plateau. Shenzhen underwear industry base located in Guangming New District has attracted a large number of innovative underwear enterprises to enter. SIUF Shenzhen international brand underwear exhibition, the exhibition area from the initial 5000 square meters to the current 51000 square meters, has become China's largest underwear exhibition, completed from the small exhibition to the Great Exhibition transformation, at the same time, constantly put the world's underwear resources to Shenzhen.

Shenzhen Textile Industry Association said that Shenzhen is currently a major underwear industry in the country, has more than 200 underwear brands, annual output value of about 20000000000 Yuan, a group of enterprises in the international and domestic markets emerging, in research and development, design, production, sales and other aspects, has strong international competitiveness.