There is a room in Triumph's company: one side of the wall is an entire mirror, the room behind the mirror can clearly hear the conversation here. In fact, it sounds like something like a room for a Hong Kong gangster interrogation room to be used by Triumph to educate consumers - and regularly invite several consumers to try on Triumph's underwear in a relaxed atmosphere, where they can Exchange information with each other, but also to each other underwear evaluation.
And next door people may be the company's advertising manager, or marketing manager, and may even be the company's general manager Lin Ying Lu, he felt: "To listen to their voice is very interesting, and this method is the most direct "
Triumph has been doing research on female consumers: large-scale consumer surveys with intellectual support at German headquarters, and regular surveys of female consumers and research on a product line. To understand women is an important part of Lin's daily work, what he calls an "absolutely important" thing.
Triumph's analysis of the Chinese market for nearly 15 years may tell us exactly how to run the business: first of all, to understand the consumer, it is not difficult to do, the key point is whether there is a strong executive team To operate, is there a highly efficient internal supply chain to respond to the latest understanding of the market. Because in the eyes of the company, "Women are exquisite and picky. To do a good job in a woman's business, we must consider it from the supply chain to the channel."
After listening to the listener mirror, deep inside the female, this work experience Lin Yinglu is very rich, and in Triumph, he found the fun. "First, the industry demanded new product launches every month. Thousands of SKUs (Stock Keeping Unit Units) need to be managed, so consumer and social pulsation must be readily available and must be fast, and then Adjust the product. "
From a working point of view, Lin Yinglu think: the company is simple, so the market will be more fully authorized persons in charge, according to market changes and consumer needs to do the best decisions that the company, and these decisions have a great impact on business.
Triumph's approach is to reach consumers as closely as possible, just as the special room mentioned in the opening paragraph. Advertising Manager told reporters: "Once, I heard a customer said: 'A woman is a comparisons, I saw a woman, I know where her problems.' In fact, they are very confident, but also There are many of their conversations can let you know some of their ideas and habits, I often sit next door to listen to their conversation, this is a very direct way to understand.
The company's management often go to listen, and Lin Yinglu addition, but also said that she has a lot of shopping guide friends: "I am most concerned about the company sales Miss, I take turns regularly every month with the shopping guide do breakfast, Listen to their advice to the company, as well as the views of the market, feedback consumer ideas, interests, complaints.My phone there are many shopping guide number, I think my sales director might as well call the shopping guide more direct.
Through various channels and direct communication, Triumph's understanding of today's female consumers can be described as rich and timely.
Due to the multi-brand strategy, Triumph also hopes to capture the market at multiple levels and continuously clear the consumer groups targeted by each brand through market research each year. According to 2007 market research, Triumph divides its client base into three categories.
The company's customer base is mainly for women between the ages of 25 to 45, they value the brand, pay attention to product cost. Sloggi, a fully-introduced product, is targeted at young women ages 18-24. Lin Yinglu think it is important to seize this business. "These young girls love products that fit their personality, after only introducing Sloggi underpants and introducing a full line of bras including the branding of some brands."
In order to meet the needs of customers, the company in addition to faster and more accurate understanding of women, but also have a profound understanding of the various department stores, Lin Yinglu's office in Shanghai Parkson Shopping Center upstairs, he can almost tell us a clear line Different for each department store in the city.
"Parkson downstairs and the Pacific Department Store in front of different, although in theory they are close to the location, but geographically, the flow of people are different, and shopping malls for underwear positioning and strategy are different.
This is the biggest challenge triumph encountered: how to use the shortest possible time to the correct product to the correct point of consumption?
In the past, the logistics management mode was to set up warehouses in different regions. At present, Triumph adopted a unified management of distribution. Only a warehouse was established in Yancheng, and all products were delivered from Yancheng peer-to-peer. The specific approach is to rank different cities, and then go to each city department store grading, such distribution is divided into 48 categories. According to these 48 categories to separately, logistics center can be the most targeted and efficient operation.
Nevertheless, Lin Yingluo said Triumph still encountered many challenges, in the face of fierce market competition, in addition to building a strong supply chain, but also have a stable team.
Lin Yinglu is quite proud that "after two years of hard work, our team is very cohesive and has a very low management turnover rate. With a good team spirit, I will not be afraid of employees changing jobs. They can take away your product information And market share, but can not dig your team spirit, and the company is improving, these are always changing, take only a moment.
At the same time in Linyinglu view, the domestic market is still a relatively early market, there is much room for play. For example, how to make customers know more about Triumph's products, how to correct their mistakes in bras, etc.
Lin Yinglu from Taiwan who has worked in many parts of Asia also has her own discovery about the characteristics of Chinese women: It is obvious that the equality of men and women in China is obvious. Japanese women care more about how they dress up. This includes the feeling that spouses are seen in Taiwan and Hong Kong. Through some research, the company found that Chinese women are more concerned about their own feelings, they are concerned about the same sex and their own social circle feeling.
As Chinese women's incomes have increased, their lives have become very rich, and their spouses have no special requirements for them to go home and handle household chores. Their strong sense of women, so their sense of consumer has also increased. This requires the relevant popular industries to meet their changes.
Of course, this has to pay a high R & D costs, Triumph has lost defeat experience. For example, some products require high stitches, which are easy to break if the stitches are sewn. However, the stitches are not strong enough when the stitches are sewn, and the stitches are sewn a few stitches per piece. The cost is also quite high, and the selling price The problem. "We can not guarantee that new products will be successful in all aspects, but we still continue to try innovation in the process and fabrics," said Lin Yingluo.
In two years, after forging a stable and efficient team, in the future, Lin Yingluo said that there are many aspects that Triumph needs to be perfected: "For example, Triumph also considered the membership system. It is actually not difficult to do the journal, but if the purpose is In addition, for consumer satisfaction and business development considerations, "the long-term development strategy, Invoicing with the analysis of consumer demand data analysis before combining Is the key, we have to transfer the successful experience to the dealer, keep exploring in the business mode. "