How To Get Gold In Underwear Industry?

　　 In the past, we often thought that clothing The branch of the basic industry, the entry threshold of the underwear industry is not high, and can be small profits but quick turnover. With the rapid maturity of the industry, the views of the industry have changed fundamentally: as a technology, technology, fashion There is no shortage of luxury goods, and the entry threshold of underwear market is higher than that of other clothing products.

Most of the top camps in the underwear market come from the luxury brands of Italy and France. They rely on beautiful designs, exquisite workmanship and long history to occupy the spire of Pyramid. Middle and high end The market mainly comes from Ttiumph, Japan's Wacoal and Hongkong's Ann Li Fang. Among these brands, the history of the United States has the history of nearly 50 years, Ttiumph is also a "centenarians". And looking at China's underwear brand, brand time is relatively long, such as cat, love, and they only have more than ten years of development process.

It is precisely because of the short time for Chinese underwear enterprises to establish brand awareness that there are many difficulties in participating in high-end competition. Compared with the mature enterprises in Europe and America, most of our underwear brands have such problems as the inaccurate positioning of the core value of the brand, slow support for product innovation, and unprofessional marketing management.

The core value of China's underwear brand's unique proposition, apparently has not yet reached the psychological expectations of consumers, especially high-end customers. Secondly, it has led to a lack of brand concept. The reason for this is the lagging behind of the technological means. Underwear's traditional culture elements from the research and development to the modern experience of the latest technological achievements are indispensable. Obviously, the domestic underwear is not as good as the international first-line brand from the luxurious design to the fashion trend. Finally, the marketing and management measures are not in place, so that the lingerie products are still following the fashion of Chinese clothing industry celebrity endorsement, advertising bombing and Exhibition eyesight. Consumers can only sigh the confusion of the domestic underwear terminal in the mall's clutter underwear area. First, brand

However, with the increasingly abundant capital and clearer understanding, Chinese underwear brands are now trying to narrow the gap in the brand competition. Just like Lining used to learn from Nike in general, though it is "bringing ism", it can also show the distinctive character of Chinese underwear. Now, "China's first fashion underwear brand" - cat people first put forward the concept of "not selling underwear, selling fashion and sexy" in the industry, creating a brand concept marketing in the Chinese underwear industry, and also put forward the slogan "designing underwear for Chinese women", which has become the most important connotations of the brand culture in the future. From the love of beautiful China in 2006, to the sexy marketing launched by the cat in 2009, although it is too early for Chinese underwear enterprises to create the secrets of "Oriental Vitoria", we can see that we are closer to the international underwear values and become more mature in brand building.

As for underwear brand marketing, today's underwear market is gradually integrating into the international brand development mode. Survey data show that compared with other clothing categories, underwear business managers mostly have higher quality. This is not only the reason why they choose the underwear industry as a breakthrough, but also foreshadowed the improvement of the marketing management level in the underwear market. At present, shopping centers in major shopping malls can be seen with Ttiumph and other Chinese underwear brand counters. Since last year, cat people began to build their own "sexy experience Museum" chain store strategy and set up exclusive brand sales terminal chain. Even fashion marketing people feel that "if China's garment industry can have such professional managers like underwear enterprises, it will surely grow rapidly in competition."

Of course, with a high standard and strict attitude, Chinese underwear does not yet have a strong brand in the international sense. We must admit that our underwear industry is still in the initial stage of brand development.

However, as an advantage underwear enterprise, we must break through the puzzle of homogenization, take the road of internationalization, create our own brand, lead and restructure the industrial structure, so that we can stand out in the "war of gods" in this sexy industry and ascend to the throne of our own fashion kingdom.