87岁三枪内衣的全球化战略：从中国航天到非洲白领的职业装

87岁三枪内衣的全球化战略：从中国航天到非洲白领的职业装

Three Gun Underwear's Global Strategy: From Chinese Astronauts to African Office Workers

中国老字号内衣品牌三枪正以科技创新和全球化战略实现品牌年轻化。这个拥有87年历史的品牌，不仅连续27年保持中国针织内衣市场占有率第一，更将产品从太空宇航服拓展到非洲职业装市场。

The century-old Chinese underwear brand Three Gun is rejuvenating itself through technological innovation and global strategy. With 87 years of history, this brand has not only maintained its position as China's market leader in knitted underwear for 27 consecutive years, but also expanded its products from astronaut suits to African professional attire.

科技之枪：从太空到百姓日常

Technology Edge: From Space to Daily Life

今年3月，三枪在成都发布了2024秋冬新品，中国首批航天员现场分享了太空内衣的特殊需求："需要吸湿快干、抗菌抗静电，且尽量减少更换"。三枪与上海纺织研究院合作研发的航天级面料内衣，已成功应用于中国载人航天任务。

In March this year, Three Gun launched its 2024 autumn/winter collection in Chengdu, where China's first astronauts shared special requirements for space underwear: "moisture-wicking, antibacterial, anti-static, and requiring minimal changes". The aerospace-grade fabric underwear developed by Three Gun and Shanghai Textile Research Institute has been successfully used in China's manned space missions.

市场之枪：线上线下全渠道布局

Market Strategy: Omnichannel Presence

三枪在全国拥有3000多家线下门店，去年更是进入了被称为"中国零售业神话"的胖东来超市体系。同时，品牌通过联名故宫、亮相纽约时装周等方式，成功吸引了Z世代消费者，25-30岁年轻用户占比已接近40%。

Three Gun operates over 3,000 physical stores nationwide and entered the Pang Donglai supermarket system last year, known as the "myth of Chinese retail". Through collaborations with the Forbidden City and appearances at New York Fashion Week, the brand has successfully attracted Gen Z consumers, with 25-30 year olds now accounting for nearly 40% of its customer base.

出海之枪：开拓非洲新蓝海

Global Expansion: Exploring Africa's New Blue Ocean

在肯尼亚首都内罗毕，首批2万件"THREEGUN"职业女装迅速售罄，零售价达800-1000元人民币。三枪发现非洲中端服装市场存在巨大空白，正计划在肯尼亚或埃塞俄比亚设立分支机构，招聘"非洲市场拓展业务主管"。

In Nairobi, Kenya, the first batch of 20,000 "THREEGUN" professional women's outfits sold out quickly, priced at 800-1,000 RMB. Three Gun has identified a huge gap in Africa's mid-range apparel market and is planning to establish branches in Kenya or Ethiopia, currently recruiting an "Africa Market Expansion Manager".

三枪董事长倪国华表示："相较于其他中国品牌以高端定位出海，我们选择以'质价比'优势开拓新兴市场。"目前，三枪已在亚马逊美国站和拼多多TEMU等跨境电商平台开设店铺，同时积极探索亚非拉市场的线下机会。

Chairman Ni Guohua stated: "Compared to other Chinese brands going global with premium positioning, we choose to explore emerging markets with quality-price ratio advantages." Currently, Three Gun has stores on cross-border e-commerce platforms like Amazon US and Temu, while actively exploring offline opportunities in Asian, African and Latin American markets.

未来展望：做世界的三枪

Future Vision: Three Gun for the World

从1937年卢沟桥事变前夕创立，到如今航天科技+时尚设计+全球布局的三轮驱动，这个87岁的民族品牌正焕发新生。招聘公告上"做世界的三枪"的标语，彰显了这个上海老字号的全球雄心。

From its establishment on the eve of the Marco Polo Bridge Incident in 1937 to today's triple drive of aerospace technology + fashion design + global expansion, this 87-year-old national brand is rejuvenating itself. The slogan "Three Gun for the World" on recruitment notices demonstrates this Shanghai heritage brand's global ambitions.