In March 2009, the first downturn in the financial crisis in early spring, warm times children ushered in the first meeting of this year - Warren Children's five-year strategic plan and 2009 business goals seminar.
This is also a key meeting for NuBA in the coming decade. "The outbreak of the financial crisis has led to major structural changes in the real economy and the fictitious economy. The business environment of enterprises has changed and the company strategy has to be restructured." During the interview, President Nuneng Zhong never disclosed any major tax revenue to the reporter Change information.
August 2009, just from Japan, South Korea visited the tax return New Testament reporter made a long talk, he did not answer the financial crisis on the impact of business queries, but talked with reporters about different business profit model: "the United States used 10 years to create a more than 50 billion yuan of the kingdom, and Ma spent just five years, created a miracle of more than 800 billion yuan.This is the traditional industries and e-commerce path of different wealth manufacturing.In Japan, South Korea, Emerging sales channels such as online shopping, home shopping and telemarketing account for 12% of traditional sales channels, but only 0.9% in China. In the next few years, China's '80s' will enter the thirties, and they will be China The market is the main consumer. Warmer times should be changing circumstances, brewing into the field of e-commerce.
The "Eighth Generation" and Evalry's e-commerce changes are precisely the strategic choices that Warner responded to the financial crisis. It is also another breakthrough in this enterprise that is founded on innovation and established on the basis of innovation Act of. Because of the new tax know, a real change in a business is not to change the world, but to change themselves.
Breakthrough in Innovation: Market Segmentation Leads to Great Changes in the Industry
Founded in 2000, Nuobei grew up in the first decade of the new century. In each of the past ten years, major changes have taken place in the underwear industry and the domestic environment. In the ups and downs of the economic environment, especially in the noisy underwear industry, Nuobei breakthrough in the leadership of private enterprises in life three to five years of life bottlenecks steadily into the first ten years, the secret of its growth and development of only two Word - innovation.
As we all know, China 's thermal underwear industry began to sprouted in 1997, from 1998 to 2000 for the first phase of the development of the industry, formed Yu Zhaolin, Arctic cash, the Antarctic three brands the most complete market structure, more than 300 small and medium enterprises on the same stage Competition, the outbreak of thermal underwear first advertising war and price war.
In 2000, Nuobei officially entered this new and restless industry. In the thermal underwear market in China, Warren is both a latecomer to the industry and a pioneer in the industry. Later, because Warrenberg into thermal underwear industry, the industry has gone through four or five years; industry pioneer, it is because of the appearance of warm times, reworked the pattern of China's thermal underwear, led to the thermal underwear Fabric milestone change.
Body warm clothing, thermal underwear opened up a new space for development in China.
The first generation of thermal underwear mainly uses the multi-layer batting thermal insulation technology, was dubbed the "plastic shed", put on, bloated, clumsy, airtight, no beauty at all. Warmer times keenly discovered the people in the warmth after the United States demand, joint research and development of advanced international institutions to carry out scientific research, China has created the first body sculpting both body, and warm and comfortable and lightweight new generation of thermal underwear - Warmer beauty body Body sculpting warm clothes, broke the original single point of the industry's demand for warmth, the "body" concept into the warm function, which further subdivided the underwear market, and form an insurmountable brand of traditional thermal underwear brand division, was so much Scale industry opened up a new space for development, leading the development of the new direction of the industry.
- Warm silk velvet craft, leading the thermal underwear fabric change trend.
In order to ensure warm underwear thermal underwear body sculpting, warmth, the body's multiple needs, warm double the company took the lead in the fabric using the razor craft, the successful development of a 21st century soft gold called "warm silk velvet" fabric and successfully Trademark and patent registration. Fusion warmth of high-tech technology, warm velvet fabric, bright color, supple and delicate, its warmth, comfort, beauty of several perfect, the international authoritative textile expert Bate praised the "warm silk" is God's most precious gift to mankind blessing. The advent of "warm silk velvet" is a revolutionary product for the entire thermal underwear industry. Nubian's thermal underwear "hair brushing" process, after 10 years of market test, is still the mainstream process of thermal underwear.
In 2004, NuBAI formed a strategic alliance with INVISTA Lyonnais, S.T. Korea Co., Ltd. and the first-class domestic textile universities in the United States. It co-founded "Warm Silk Velvet Innovation Center" and successfully launched the "Warm Furry Version".
In 2005, Warbler launched a "super warm silk", adding wool, modal and other ingredients, making the fabric more soft and warm, comfortable body.
In 2006, NuBi successfully developed "OuKe" intelligent heating fiber, which was tested by Qingdao textile fiber testing institute, national cotton quality supervision and inspection center and Qingdao textile product quality supervision and inspection institute. "OuKe" intelligent heating fiber Warm rate as high as 65.6%, exceeding the national rate of more than double the rate of warmth.
In 2007, Warren baby colorful season underwear line debut market, the successful realization of the brand's category and extension of the line.
In 2008, Warbler once again achieved a new breakthrough in fabric technology, developed a bamboo charcoal thin bombshell, bamboo charcoal skin fabric, warm legs, legs, stovepipe, leading the winter fashion.
In 2009, Warbler succeeded in applying high-tech milk fiber fabric to thermal underwear and launched the "Cattle" turn underwear at the 60th anniversary of founding of new China. The underwear is based on the traditional Chinese zodiac "Cow" as the main styling element , Using high-tech milk fiber fabric and invited to write "ignite passion, pass the dream," Beijing Olympic Games chief calligrapher Road in the underwear on the inscription: cattle turn heaven and earth, full of auspicious meaning and best wishes.
In nine years, Nuobei annual turnover of 5% are invested in new product development. At present, the warm double child has six branches and two national patents, in 2005 by the authority to assess the brand value of Warren baby up to 9.021 billion yuan. In 2006, Warbler became the brand partner of the city (Qingdao) Sailing Capital held by the 29th Olympic Sailing Regatta in 2008 and the underwear designated by the National Sailing Team. Through IS09001 international quality system certification, it won the titles of "China Well-known Trademark", " Product "title.
Introducing an innovative product, opening up a new market, forming a decentralized industry, establishing a core competitive advantage, and ultimately leading the mainstream of the industry can be said to be an industry path that has enjoyed a nine-year innovation and development.
Cross-border marketing: the miraculous fission of brand wealth
Since its inception, as a underwear brand Warren children has been committed to cross-border marketing, hand sports, entertainment industry, a series of major events, making Warren's brand awareness and brand effectiveness continue to rise, both in the media or in In front of consumers, warm times children have become China's underwear brand "appearance rate", "exposure" the highest brand.
In nine years, creative marketing plan, the warm times children's Olympic marketing in China's marketing history has left a remarkable chapter.
Beijing's successful bid to host the Olympic Games has made the Olympic Games a huge asset for Chinese entrepreneurs and has become the touchstone of testing the marketing wisdom of Chinese companies with the hand of the greatest brand in the world today.
Warm times children through the creation of "vitality and family" corporate culture and "faster, higher, stronger" brand to find out the brand names and the Olympic Games warm resonance and grafting point, and as early as in 2004 to start Warming double Olympic marketing. This is not only the first in the underwear industry in China, but also one of the few prophetic pioneers throughout the Chinese business community who are early in the process. Since then, the Olympic marketing has become a strategic leader in the management strategy. As a result, Warren times ahead of the Olympics and continues to achieve brand leaps and improvements.
August 8, 2004, the opening of the Athens Olympic Games will soon start, China's athletes are about to campaign in Athens. Warbler full title sponsored the "celebration of the Olympic Games, welcome the Olympic 8.8 star concert", Sandy, Qi Qin, Liu Huan, Han Hong and other 16 stars across the Taiwan Strait were all entertaining the Olympic athletes. At that time, Chongqing Olympic Sports Center, which can accommodate 60,000 people, was packed. The concert culminated with tens of thousands of spectators' passion.
December 8, 2005, "Warrenberg donated to the National Sailing Ceremony cum warm times children and the" Sailing Capital "brand cooperation signing ceremony was held in Qingdao Olympic Hall, Warren baby formally become the" sailing capital "brand cooperation Partner, become China's first underwear industry has a "concept of Olympic" brand.
August 8, 2006, heart with the sail, heading for success "- Warren child signing China Sailing Team designated underwear and donation ceremony to the Chinese 49-class sailing team" held in Qingdao Olympic Hall, warm times children is domestic The first and only company sponsoring the national sailing team.
On June 23, 2007, the International Olympic Day and Warm Double Children jointly organized the first "Creative Olympics" by Creative China Net and the eight Olympic champion cartoon figures such as Xu Haifeng, Revealed, warm double child "Olympic four treasures" available.
July 13, 2007, warm times round held a grand "peak moment, warm in my heart - 2008 Champion Edition warm underwear cum warm win win starter." On August 8, the president tax Xinrong Deng smile smile wall "Humanistic Olympics smile." On September 21, Warren Bros., the only torch bearer of the 2008 Olympic Games in Hong Kong, Jacky Cheung, "long time no see" concert in Hong Kong.
July 19, 2008, warm times children in Qingdao, China held the first Teshirong Testimony 2008 Torch of Greece to collect photographic works - "the torch lit from here" Qingdao's first signature book sales ceremony, which is the president of tax New Athens, Athens torch scene , The entire process to witness the Olympic torch collecting exclusive photography album, 2008 torchbearer Barcelona Olympic Games windsurfing woman A320 Zhang Xiaodong runner-up and other Olympic stars were invited to sign the book, triggering the scene line up to buy tide.
Sales in the country terminal, warm Bryant 08 champion version of underwear sales continued hot, after four years, the brand is warm in the eyes of the public is the "Olympic star."
Based on the warm times children fashion, avant-garde brand image, warm times children also have elegant hand-held cultural activities, has sponsored a series of large-scale concerts, movies, TV shows, we can say that behind every hot event are warm times Shadow
2004 "Warm Times Children Celebrate Olympic Games, Welcome Olympic Games 8 · 8 Concert", 2005 "Twins Brilliant BEYOND Concert 2007 Jacky Cheung Qingdao Concert 2008 Andy Lau Yantai Concert 2008 Little Shenyang National Laughter, "Wolf Totem - HAYA Orchestra World Music Live LIVE" concert press conference, "Prairie Love Warmer night" the original soundtrack ethnic concerts and other entertainment behind the event are warm times children's full sponsorship .
Warmblood also exclusive sponsored An Hu's album hit "Buddy" single, this first "Bird's Nest" construction workers as the protagonist of the singles, magnificent, highly contemporary features, was warm double special for the brand inspirational song. Warren times the title also sponsored the title sponsor in our province after the Go team A team Shandong Unicom team after the second professional Go team, the team all the way in the Serie B league, the results gratifying.
In the film and television industry, warm times children has sponsored a "jade Guanyin", "March" and a number of high-quality video masterpiece. Leica COSMO mainland fashion year, the new Silk Road Model Competition, and many other fashion activities also joined by Warren times to shine more bright light.
Caring charity: warm love world with no love
"Weaving heart perfect, weaving with love warm" is double the child's business mission. Because the new tax that Warren children engaged in the cause of warmth, not only to "warm" the body, but also to "warm" the heart.
Since its birth, the warm times children have been committed to public welfare, dedication to the community love. Each year will come up with a certain amount of funds and the most representative products donated to vulnerable groups such as the elderly living alone.
For many years, Nuanboer donated love to the most difficult individuals and groups through the charity project of the China Charity Federation, and successively participated in the public welfare undertakings such as the Great Wall Great Wall Students' Love Action 2003 and the 121 Joint Action Plan Donation Conference. "Humanistic Care" Award. During the tsunami in Indonesia, a rare snow disaster in southern China, all the AIDS patients in the Wenchuan earthquake, even in far-away Africa, and 82 AIDS orphans adopted by her all felt the love from Nonthaburi.
January 2005, after the tsunami disaster in Southeast Asia, warm times children donated tens of thousands of dollars to the Qingdao Red Cross; October 9, 2005 Elderly Day, warm times children together Qingdao Charity Federation for the Social Welfare Institute The elderly people sent the latest products; November 17, 2005, warm times love sent to Tiananmen Square, veterans to the National Guard escort all veterans donated thermal underwear.
November 23, 2006 Thanksgiving, warm times children Weifang City Orphanage, CDPF love donation.
In 2006, "Public Welfare China Annual Awards Ceremony - Public Welfare, Moved China" was held in the CCTV studio hall and Nankai won the "Best Corporate Public Image Award".
In 2007, NUBay and China Charity Federation launched the "Warm Times Children warm Project" large-scale charity and CCTV Economic Channel (CCTV-2) launched a national television live charity event "Spring 2007" to inspire the whole society Care action, reflecting the corporate social responsibility
January 2008, the snowstorm in the south, warm baby joint Shandong traffic station launched a "no love between snow and ice love" warm times 2008 warm action to warm up to nearly one million yuan worth of thermal underwear sent to fight the snowstorm traffic police, Reporters and other fighting in front of the staff and the hands of the elderly in difficulties.
In May 2008, after the Wenchuan Earthquake in Sichuan Province, the Chinese Red Cross Society of China held a warmth in favor of warming the warm family's loving activities, disaster area.
December 24, 2008 Christmas Eve, love times children's love across national boundaries, warm the distant land of Africa. On the morning of the 24th, the new tax line arrived at the home of Grandma, the newly elected U.S. President Barack Obama's village in the province of Nigorica, Nyanza Province, western Kenya, to pay tribute to the 87-year-old from China. Grandma Obama has been aging, but the great old man still adopted 82 AIDS orphans. During his visit to Grandma Obama, the new taxes brought Chinese silk and warm babes underwear to the elderly with reverence and excitement, and donated learning and daily necessities to the orphans.
What he saw and heard by the African delegation made the tax deeply understand the realm of great love and without hesitation. He told reporters that the elderly may not know Nuanboer and they do not understand Nuanboer, but the elderly certainly feel a hot spot from China. Boxing love.
Enterprises from society, will also be restored to society. Social responsibility is the most important manifestation of corporate social contribution. It is such selfless love and dedication, so that more and more people feel the warm orange from warm times children.
Warm times children's dedication is also reflected in the company's staff and team sustainable development training and build. Warrenberg is promoting a "happy culture" based on "three cultures". According to the tax, the most effective military organizations in the world are the military, the most capable organizations are schools, the most cohesive organizations are the families, The most viable organizations are religions, none of these organizations have payroll bonuses, and where do their power come from? The new tax is the most fundamental reason is that the brand vision and strategy determine all of this. The path to its realization is to fully implement the "threeizations" of military, schooling and family-oriented management in the enterprise so as to create a corporate culture of "working happy, learning happy, innovative and happy". Tax with a new emotion, said: "Everyone needs to be recognized, praised, being concerned .Every employee who shines are very moving.Nerver times energetic family is the core of Warren baby brand rise, but also warm Times children contribute to the cultural highlights of society.
In the end, the reporter is willing to annotate the success and glory of Nguyen Van in nine years in such a passage. This passage is not quoted by the Code, but warm times every employee as the motto of the business rules:
He does not depend on us,
While we depend on him
He did not interrupt our work,
He is the purpose of our work;
He is not an outsider in our business,
He is part of our business;
We did not serve him well for him;
He offers us the opportunity to serve,
It is in the benefit of us.
- Muhammad Gandhi
Warmer times children: China's "Nike" path
â–¡ in the Puritan
Under the financial crisis, two kinds of enterprises can adapt to the environment and survive or even rise.
One is that companies with brand advantages can continue to gain market recognition. The advantages I refer to here are firstly brand culture and brand recognition, secondly, brands with research and development strength and technical characteristics, and they will introduce more in the potential market Product innovation, high-tech content and other value-added products or services to awaken potential demand.
One is the channel has the advantage and rapid response to market enterprises, such as Gome recently started to take the approach to cancel the admission fee to improve brand loyalty and reputation, by closing the single store turnover and low profit stores to reduce costs, which It is the most effective measure to adapt to environmental change and development under crisis.
We are familiar with Nike has always been the object of many enterprises and learning benchmarking. Nike founder and CEO Phil Knight that Nike wants to beat, the only way is to fully and accurately imitate, and then find different points to break each. Many brands use the easiest-to-copy "celebrity endorsement" approach to marketing and the capital model of "light asset management," but fail to grasp the essence of Nike's success - Nike, not selling shoes, marketing only emotions.
We study underwear brand Warbler found that its development path gradually highlights the Nike traits and genes. Warmer baby in the underwear industry is not the largest, but it is one of the most adapted to market changes in the brand. Founded nine years ago, Warren has been relying on research and development, brand and channel to win, as the industry's "YKK", "Nike." In Warren 's "Action Spell", its chief tax advocate "admits to be my abilities, does not make any excuse, assumes that is my maxim and assures the result." He insists on "using weaving to create perfect and weaving warmth with love" Values ​​to defend Nuobei's quality and life. He advocated "love is warm," and through the focus on communication to highlight the differentiation of brand competition. No matter the sports marketing such as the Olympic marketing or the social public welfare marketing, Nubei has been advocating the concepts of "warm culture", "love culture" and "home culture". Grinding sword nine years, tax new brand, quality and happiness has won the respect of the market.
Should be said that as a light asset model practitioners and invisible champion, warm times children seize the nature of the business and the market really, and then use the culture to control the brand core, establish a "heart-centered" corporate culture, they think the soul is The core of a person, only to seize a person's heart, just hold this person. Than "people-oriented" more topic, advocating both inside and outside the company, pay attention to respect each and every person. This is the essence of Nongbo's soft power and sustainable development, which is also in line with the brand's occupation of people's minds. The new taxes are still advocating the "three modernizations" within Nueruner - military, school-based, family-oriented, and dialectically understanding people and people. Understand the humanity, business can Zhiyuan.
In the upstream, focus on research and development; in the brand is committed to the emotional and event marketing; downstream integration of multi-channel distribution, or even try e-commerce; internally throughout the humane management, The path of development is even more the essence of the brand rise of Nuobeier under the sluggish economic environment.