In August 2006, a banner of "girls health experts", the doll clothing brand underwear just listed on the network attracted the attention of the discussion, the information is overwhelming, doll clothing brand quickly became popular "girl underwear "market. All along, girls underwear from the edge of adult underwear, there is no specific market positioning. Doll clothing brand with "the most suitable for the development of healthy girls underwear" marketing idea, open the girl's heart, quickly become a girl and her mother's chasing pets. 2007CHIC just ended, the doll clothes singing "healthy girl, beautiful future," the title song, attracting attention from all over the country.
"Health Concept" - pry open girls lingerie market
More and more brands with the concept of humanity, touched, affecting consumers. They grasp the actual needs of consumers and consumer psychology, closely follow the audience is the most concerned about the introduction of information products, so that consumers are crazy. Tsang Hung-hee, general manager of the doll clothes, said there are more than 100 million adolescent girls in the country and the launch of the "healthy" girl's underwear is the product of the market. With the continuous improvement of living standards, parents' concerns about the health of their children have already surpassed the era of getting rid of sickness. Now the top priority is health care and prevention.
Five years ago, an originally simple business impulse made Tsang Hung-sun's deep humane care and achieved the concept of "Kewa Yi" to create "healthy underwear." In 2002, Tsang Hung-hee spent time with her sister's daughter in a shopping mall to buy underwear. The little girl, aged 13, just stepped into her puberty. But they traveled to major shopping malls in Shenzhen, or sports vests, or else adult underwear, all kinds of lace and hard steel support, so that the little girl discouraged; the wholesale market, rough products and low prices, but also Let them not dare to act. Hands empty home, Eric Tsang search the Internet, even in Baidu, only seven or eight girls underwear information, and most are Buying. From that moment, there is a kind of urge to grow in Zeng Hongxi's heart.
Cautious Tsang Hung-hee did not immediately enter the girl's underwear market, but began as long as five years of study and demonstration. He virtualized two girls underwear brand "Mei Mei" and "Kang Lei", the information published in the online forum, attracted the attention of many users, we all want to understand and desire to buy products, and put forward the adolescent girls underwear Kind of question With these questions, Zeng Hongxi visited the major hospitals and the Women's Federation to understand the situation and successively organized dozens of human body medicine, ergonomics and underwear design experts to visit various places. In the course of her visits and researches, Zeng Hung-hei opened the fog and saw the direction. Adolescent girls breast is not fully developed, the quality of underwear is very important for adolescent girls, many women because of the development period is not wearing proper underwear on the formation of breast protection, had a deep trouble for later life. Zeng Hongxi spent more than 5 years to write up this planning scheme, which laid a solid foundation for the birth of the brand: "can baby clothes" - to create a healthy baby underwear cute.
Pass on "health concept" - to put health in the end
Doll clothes girls underwear from tens of dollars to hundreds of dollars, Zeng Hongxi said: "You can not measure the price level can be doll underwear quality, we are using a price that most families can accept, passing ' Health philosophy '.This is the best way to spread the audience, regardless of growth in rural areas or cities, girls have the right to safeguard their own health.
Experts and designers to collect information gathered from around the summary, according to the guidance of human body mechanics, according to different ages of fat growth and body parts under different pressures and development of the design and integration, into the unique oriental girl features, color , Aesthetic requirements and habits of the product after the product was released and not quickly into the market, but first in the country looking for thousands of high school girls try on, the initial experience.
Tsang Hung-hee, said: "Doll underwear can be divided into two stages to identify girls, one under 17-year-old girl, the breast is not fully mature, underwear is no steel care, wide shoulder strap design, are generally in the 1.2 to 1.5 Cm above î–„ in order to reduce the pressure on the shoulder there is a class of 17-year-old girl under 22 years of age, the breast has been the basic shape, but more delicate, underwear steel care are all environmentally friendly soft care, never use steel wire, Iron wire and chemical fiber material, to ensure maximum tender breasts are not any harm.
Baby clothes underwear can be used both in and out of natural materials, such as cotton and Lycra, soy protein fibers and corn protein fibers are also gradually put into use; can be used Doll unique peculiar weaving method, with ultra-thin, lock Fat, elastic properties; each underwear at the end of the process, have been soaked with special treatment, with super absorbent, super-responsive, super anti-sun exposure, disease resistance, antifungal, anti-acid Sexual corrosion ability. With Hung Hsi-hsi's words, is to carry the health in the end.
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