{"id":7645,"date":"2015-12-10T00:51:53","date_gmt":"2015-12-10T05:51:53","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/regina-miracle-victorias-secret\/"},"modified":"2015-12-10T00:59:20","modified_gmt":"2015-12-10T05:59:20","slug":"regina-miracle-victorias-secret","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/regina-miracle-victorias-secret\/","title":{"rendered":"Regina Miracle \u2013 Victoria\u2019s \u201cSecret\u201d"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Regina Miracle Thematic 2014 SS\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/MLzxkRXqVa8?list=PLjoc33WvLedqNdU8Gk0xzONptaOvaHUSC\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Based in Shenzhen, China, Regina Miracle is one of the leading global intimate wear company that designs and manufactures a wide range products for global brands through an innovative design manufacturer (\u201cIDM\u201d) business model. Its main products includes:<\/p>\n<p>(1) Bras and intimate wear (including bras, sports bras, panties, shape wear and others); (70% of revenue)<\/p>\n<p>(2) Bra pads and other molded products; and (19%)<\/p>\n<p>(3) Functional sports products (including sports footwear, functional seamless sportswear and\u00a0wearable related sports products). (11%)<\/p>\n<p>The market is highly fragmented and competitive with Regina takes up 1% market share by production volume globally. The top four players in the global bra manufacturing industry accounted for only 3.5% market share in terms of production volume according to Frost&amp;Sullivan. Below is Regina\u2019s first retail store and its signature seamless bra model in Hong Kong. (more: <a href=\"http:\/\/www.holmesii-fukfuk.com\/2012_08_01_archive.html\">http:\/\/www.holmesii-fukfuk.com\/2012_08_01_archive.html<\/a>)<\/p>\n<p>The company is listed in Hong Kong in Sept 2015 and stock price has since gone up by 70%<\/p>\n<p><strong>IDM <\/strong><\/p>\n<p>The IDM model is a product of the industrial upgrading trend undergoing in China, with higher labor cost, company is seeking for higher margin and more value add business model. IDM is capable of creating and developing new products through extensive R&amp;D with respect to functionalities, structures and raw materials<\/p>\n<p>For Regina Miracle, the innovation has penetrated through the entire process of the company, ensures it becomes the trust-worthy partner of its customers, and of course requires a lot of tangible and intangible assets investment and maintenance. The idea generation is the core of the process and it maintains an interactive feedback loop with its customers, which enables Regina to constantly create design that matches its customers\u2019 needs (Fig1). The Under Amour award showcases the emerging world class design ability the company harnesses (Fig2).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-7647\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-1-IDM-300x281.png\" alt=\"Fig 1 IDM\" width=\"300\" height=\"281\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-1-IDM-300x281.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-1-IDM-600x562.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-1-IDM.png 644w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-2-Design-Award-for-Under-Amour.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-7646\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-2-Design-Award-for-Under-Amour-300x297.png\" alt=\"Fig 2 Design Award for Under Amour\" width=\"300\" height=\"297\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-2-Design-Award-for-Under-Amour-300x297.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-2-Design-Award-for-Under-Amour-150x150.png 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-2-Design-Award-for-Under-Amour.png 477w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>To support the R&amp;D driven design function, Regina Miracle has an in-house staff of approximately 900 employees in product design and R&amp;D department team and 79 sets of CNC milling machines, outpacing industry average<\/p>\n<p>The entire production process is built upon advanced IT platform, which integrates the SAP, Fast React production control, RFID, GSD, QI and PLM system, to allow retrieving data of procurement, sales, inventory, logistics, production, customer and financial, data and information on a real time basis.<\/p>\n<p><strong>Reputable global brand\u00a0customers \u2013 key assets of the B2B<\/strong><\/p>\n<p>Regina primarily operates in a B2B model. Its key customers are world known:<\/p>\n<ul>\n<li>Intimate wear brands: Victoria\u2019s Secret owned by L Brands (15-year relationship and L Bran\u2019s largest suppliers); Bali and Maidenform owned by Hanes Brands; and Calvin Klein and Warner\u2019s owned by PVH.<\/li>\n<li>Sporting goods brands: VSX; adidas and Reebok; Under Armour; and Champion owned by Hanes Brands.<\/li>\n<\/ul>\n<p>These brands on aggregates contributes significant share of mass intimate wear and sportswear market (Fig3), which represents the highest growth category (the others are low and high end). And they all procure significant share from Regina. E.g L brand alone, Regina contributes to its 38% of the whole pieces bras sourcing and 82% of the bra cups sourcing.<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Key-customers.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-7648\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Key-customers-300x177.png\" alt=\"Fig 3 Key customers\" width=\"300\" height=\"177\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Key-customers-300x177.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Key-customers.png 486w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Significant-Wallet-Share.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-7651\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Significant-Wallet-Share-300x157.png\" alt=\"Fig 3 Significant Wallet Share\" width=\"300\" height=\"157\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Significant-Wallet-Share-300x157.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-3-Significant-Wallet-Share.png 441w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Regina\u2019s ability to maintain high quality standard product at a low cost structure ensures its stable partnership with its customers. The three categories of products are sold at HK$52, HK$14, HK$150 (HKD\/USD=7.8) per piece on average which compared with the retail price of the bra and sports wear in L Brand and CK that average at US $40-60 per piece, the cost leaves ample room for customers to enjoy the upside.<\/p>\n<p><strong>Supplier \u2013 actively involved in the raw materials innovation<\/strong><\/p>\n<p>Given its intimate characteristics, the comfortableness of the fabric plays a crucial role in the product quality. Regina recognizes this and has been at the forefront of discovering and innovating its raw materials, together with its suppliers. Fig 4 shows the list of the joint-design raw materials between Regina and its suppliers.<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-4-Raw-material-innovation.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-7650\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-4-Raw-material-innovation-256x300.png\" alt=\"Fig 4 Raw material innovation\" width=\"256\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-4-Raw-material-innovation-256x300.png 256w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Fig-4-Raw-material-innovation.png 435w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/a><\/p>\n<p><strong>Investing in tangibles &#8211; Production Capacity and IT infrastructure<\/strong><\/p>\n<p>Regina\u2019s current production facility in Shenzhen had a total of 393 production lines and approximately 2,300 molding machines, production facility amounts to 58.7mm\/128mm\/3.7mm respective for the three categories. Capacity has been running at 90% for a few years and impeded revenue growth therefore, company has expanded into Vietnam to leverage its lower production cost and tax expense. Part of the IPO proceeds is to fund the expansion.<\/p>\n<p><strong>Investing in intangibles \u2013 IP and design<\/strong><\/p>\n<p>The company also invest in patents, they have in total of 81 issued patents (including 26 in the U.S., 19 in the PRC and 36 in other countries and regions). Core strength in molding and seamless bonding technologies, which are patented by Regina Miracle, to solidify its leading position in the entire value chain<\/p>\n<p><strong>The market with great potential<\/strong><\/p>\n<p>The global production volume of bras is expected to reach 6.9 billion units and grow at a CAGR of 7.1% 2014-2019.<\/p>\n<p>As increasing consumer attention is paid on comfort and performance during sports activities,\u00a0more and more athletes and sports enthusiasts choose to purchase functional sports intimate\u00a0wear, such as sports bras, the global sports intimate wear market is expected to grow at a CAGR of 12.5% 2014 &#8211; 2019.<\/p>\n<p>Apparel brands\/retailers are gravitating towards fewer suppliers. Regina Miracle is well equipped \u2013 with its advanced IT platforms, a lean manufacturing system, quality management processes, and strong partnerships with suppliers \u2013 to benefit from this trend<\/p>\n<p>&nbsp;<\/p>\n<p>Source: newsrun, company\u2019s prospectus, industry research<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the apparel brands\/retailers are gravitating towards fewer suppliers, Regina Miracle is well equipped \u2013 with its advanced IT platforms, a lean manufacturing system, quality management processes, and strong partnerships with suppliers \u2013 to benefit from this trend<\/p>\n","protected":false},"author":715,"featured_media":7652,"comment_status":"open","ping_status":"closed","template":"","categories":[1210,1211],"class_list":["post-7645","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-regina-miracle","category-victoria-secret"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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