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Corporate Hype Over &Nbsp; How Underwear Market Returns To Its Origin.

2010/6/8 9:51:00 47

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The early cold air has brought a strong wind to the underwear industry.

market

Reflection is still a few unhappy families.

Some underwear bases, even the logistics company's business is obviously cold and cheerless. On the contrary, when the winter has just arrived, Heng Yuan Xiang, who does not show much water in the underwear industry, has achieved a 30% sales growth. "Fuhu" underwear has been listed in Beijing, Shanghai, Chengdu and other places for a number of consecutive weeks, and its sales grew by 100% over the same period last year.

Wang Yibin, general manager of Heng Yuan Xiang garment company, said: "this year, we have no glitzy concept or gorgeous packaging. We just focus on building brand culture and improving product quality."

Heng Yuan Xiang's "essence" underwear sales performance has aroused the industry's reflection: overly exaggerated function propaganda, underwear concept battle in recent years, the market is tired, and the underwear that returns to the original source, lightly stay on the warmth level, may make consumers feel more realistic.

Excessive speculation leads to

brand

Defect

Underwear as

Clothing industry

An important branch in recent years has been developing rapidly, with annual growth of 20% and annual sales volume of over 100 billion yuan. With the annual purchase of 3 pieces of underwear per person, the purchase demand of Chinese women is 600 million or more per year.

In the world, 5 underwear sets per person per year are regarded as a reasonable and regular consumption demand, while China's underwear consumption is far from that level. The industry expects that the scale of annual sales will exceed 500 billion yuan in the next 5 years.

In this way, the underwear industry is a sunrise industry with great potential and bright future.

However, China's underwear industry seems to be a small industry, and there is no bustling scene of supply and demand.

With the involvement of more and more knitted underwear brands and the extension of product lines of other apparel enterprises, the market began to appear variables: price system confusion, concept war, and vague brand image. Excessive speculation has led to the lack of Chinese underwear brand, which has become the fatal "short board" of Chinese underwear enterprises.

Far infrared can omnipotent medical function propaganda, the abuse of nanotechnology, some products unrealistic propaganda, let the concept of underwear business gradually become yesterday's yellow flower, many underwear brand has not yet entered the field of vision of people, and soon quit the stage of competition.

The foundation of underwear business is whether it is a concept or a brand.

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Heng Yuan Xiang leads underwear to return to the essence of warmth

How to find a road of brand building with the characteristics of enterprises? Many underwear enterprises have explored and tried, and some even hesitate to pay huge sums of money. Please consult the company for brand planning, invite advertising companies to carry out brand creativity, and launch an advertising campaign on a large scale, but in the practice of brand building, they often fail to grasp the essentials.

As a matter of fact, some enterprises have achieved rapid popularity in the short term by virtue of advertising effect. However, because of the failure of product quality, technological innovation and service to follow up, the brand vitality is extremely short.

Heng Yuan Xiang and a number of local underwear brands set an example for China's underwear brand construction.

In fact, underwear can give more humanistic care when it is practical.

Heng Yuan Xiang underwear's big brand operation secret is: carrot and stick.

Soft power, in 2008, Heng Yuan Xiang became a partner of the Chinese Olympic Committee, so that Heng Yuan Xiang underwear was printed on Olympic LOGO.

In addition, Heng Yuan Xiang has invested heavily in public welfare projects. Its core public welfare project, "Heng AI action", is known as a classic case of public welfare marketing by the industry. It also has in-depth cooperation with foreign research institutions to carry out "five sense" project research, so that consumers can experience brand charm from different angles.

Nowadays, Heng Yuan Xiang underwear is working hard in Chinese traditional folklore culture. In the early December 2009, the "lucky tiger sending auspicious" activity launched a "red campaign" in more than 20 provinces and cities nationwide. The activity is that "consumers of the tiger belonging to this year can receive free red underwear at their terminals on the basis of their ID cards and household registration."

According to Wang Yibin, with the increasing rational cognition of consumers, the concept of underwear for oneself is prevailing. Besides the traditional cotton products, more people choose wool underwear for fabric selection.

Fabric experts have found that wool has the unique structure of the scale layer compared with cotton, linen or other fibers, and can lock the body heat tightly, so it is more comfortable and warm than the ordinary fiber. The sales performance of Heng Yuan Xiang new wool underwear this year in Beijing, Shanghai and Chengdu is enough to illustrate this point.