Lei Hongbo: My biggest dream is to make a pair of underwear.

In the field of men's underwear, the Roman Century and Dingshang, owned by Zhongshan Shangren Garments Co., Ltd., have long been famous, but Shangren has recently launched a micro-brand called “The Ultimate Single Product” – the happy shark. In the current market environment of “micro-business impact entities”, this move has undoubtedly attracted countless attentions in the industry. Why do men’s underwear in the industry also start to get involved in the “micro” world? A special exclusive interview with the underwear joining network reporter to the executive director and general manager of Zhongshan Shangren Clothing Co., Ltd. Lei Hongbo, to find out.

Reporter: Everyone knows that the Roman Century and Dingshang you have created are quite successful men's underwear brands. Why do you choose to launch a happy shark this year? What was your original intention to create this brand?

Lei Hongbo: About two years ago, we felt that the market channels of traditional men's underwear are very limited. The classic underwear of the Roman Century and Dingshang is only a category branch of men's underwear, at the terminal franchisee and agent. The business channel only accounts for a very small share, and the degree of attention it receives is naturally not too high. All along, narrow market channels are the bottleneck for the development of men's underwear. Men's underwear brands always feel that they are not big or strong, and it is difficult to become a mainstream brand. Therefore, even if the Roman Century and Dingshang are doing well in the industry, I am not satisfied with it personally.

With the rise of the mobile Internet and the advent of the sharing economy in recent years, we have seen new hopes from the development model. From the success of Apple and Xiaomi, we also realized that when the brand can truly achieve the ultimate in a single product, it will definitely win the hearts of consumers.

I was originally a medical doctor. I know very well that the male body will show a downward trend after the age of 35. There will be a gradual decline in the teeth, bones and sexual organs. Coupled with the impact of domestic environmental pollution, social pressure and many other incentives, people's physical health is extremely vulnerable, I think the functionality of underwear is very important.

Based on various internal and external factors, I have been thinking about how to make the company's years of precipitation and its understanding of the industry rely on the scientific and technological strength of the mobile Internet to achieve the ultimate. This year, the happy shark came into being in the context of this kind of time and place.

Reporter: Will there be similarities in style between the three brands? What is the difference in the characteristics of happiness sharks?

Lei Hongbo: The Roman century is the earliest market-oriented, with the focus on the cultural connotation of Italian style, and strives to create a classic, fashionable and commercial urban style; Ding Shang is more inclined to the Chinese style, aiming to promote and reflect the traditional The quintessence of the country. So the two brands are very different in style. The common point is that these two brands each launch more than 100 items each year. The shark's underwear is a reverse-thinking at the beginning of its creation. It is a consumer-oriented product that is designed to solve the pain of consumers. Happiness shark is different from Roman Century and Dingshang. It is a functional product that focuses on protecting men's health, so there won't be too many styles or flower shapes. At present, only one single item, black and white and gray, is emphasized, and the underwear is emphasized. To the best of the ultimate single product concept.

Reporter: Please give a detailed overview of the brand style of the happy shark, the audience positioning and the concept of underwear wear that you want to pass to the consumer group.

Lei Hongbo: Happiness shark is a simple and simple minimalist style in product style, highlighting the uniqueness of health function. It is precisely because the product has such a unique health care function, so the price of a happy shark will be higher than the general underwear in the market, the brand positioning is relatively high-end.

From a traditional point of view, men have been relatively rough since ancient times, they do not seem to pay attention to their physical health, let alone care and care. The emergence of the happiness shark is to hope to advocate a "day care night" life philosophy, to awaken the Chinese men's awareness and concern for health care.

Reporter: In the past, everyone paid more attention to women's private health. However, in recent years, male private health has become more and more concerned by consumers. So what are the special ways for happy sharks to maintain male health?

Lei Hongbo: We have obtained four product patents, three of which are product type patents and one is product appearance patents. Happiness shark main fabric uses 60 organic light cotton, natural and environmentally friendly; the inner king of the new material "black gold" graphene, comes with natural filtration system, sterilization, antibacterial, sanitation, super low temperature far infrared, promote microcirculation, guarantee Sperm vitality; patent version "double warehouse double convex", in line with the human physiological structure, to avoid oppression; styles are divided into daily and night use, driving a new healthy lifestyle of "day care night". Therefore, happy sharks can not only protect the healthy development of adolescent sexual organs, promote the vitality of middle-aged men, but also have a very good protective effect on the prostate of the elderly. The graphene of the happy shark underwear is antibacterial and antibacterial for life, and will not decay or disappear with the number of times the product is washed. Therefore, the happy shark is a product that is truly responsible to consumers.

Reporter: Happiness Shark has just started, can you tell us about the brand's current business model and operation mode? Can you disclose your micro marketing strategy?

Lei Hongbo: Happiness shark is a micro-brand model born in the era of sharing the economic era and the prevalence of mobile Internet. We infiltrate nearly 5,000 physical stores under the line, cross-border beauty salons and health centers for export, and realize that everyone can sell. O2O shares the economy.

I know that many people now think that it is a micro-business that impacts the entity, but I think that the happy shark can be diverted to the physical store. The brand uses the influence of the mobile Internet to attract the attention of the physical store VIP. The promotion of finding the corresponding physical store to get the goods, in fact, is a kind of feedback to the physical store. Offline entities, online micro-business, I never think that the marketing method is non-benign, you will think that some way is not good, just because you still use it.

Reporter: Can you tell us about the development plans and goals of the happy shark in the next few years? When companies enter the fine management of multi-brand operations, how do you plan the future direction of the company?

Lei Hongbo: First of all, of course, I hope that the brand of happiness shark and the concept of “day care night raising” advocated by the brand can be promoted in the national market, and the real service is good for male consumers. Health escort. I know that when the brand develops to a certain scale, it will open up capital operation. This is the only way for the brand, but I am not eager to see its development speed and scale. Because I know very well that by doing a good job and serving the market well, all the results will come to fruition.

Zhongshan Shangren Garment Co., Ltd. currently operates three brands: Roman Century, Dingshang and Happy Shark. Each brand has its own business unit to operate independently and achieve mutual progress in the benign competition. For the management of the company, I used the Amoeba business model launched by Inamori Kazuo, and pushed back from the business department to break down the responsibility and goals into individuals. The traditional management mode is often the top-level transfer instructions from the top, and the implementation is passed down layer by layer. The execution may be only 30%-40%; we are subverting the traditional model, according to the requirements and standards put forward by the implementers. The superiors cooperate and coordinate to maximize the value of each person and achieve the highest level of management.

Reporter: We have created three men's underwear brands in succession. What do you think of underwear as a male group? What kind of goals do you personally want to achieve in your underwear business? What kind of dream?

Lei Hongbo: Men's underwear is first of all a piece of clothing, and the cover is its first function; but in the meantime, men's underwear is a clothing that cares for sensitive and fragile parts and maintains good health. It should be in the men's clothing category. It is the most demanding product. Therefore, all three of our brands are committed to protecting men's health. Now, the launch of the happy shark will pass on this functional health concept of “day care night” to the majority of male groups.

My biggest dream is to make a pair of underwear, so that Chinese men can wear underwear that they can wear. Moreover, I firmly believe that the underwear made in China is the best underwear in the world, so I will go back and I hope to go abroad and enter the world market.

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