Men'S Underwear Goes From Randomness To Branding.

Underwear market is a relatively low-key development industry, specifically for men.

The market has great potential.

With the change of consumption concept, the consumption of men's underwear has begun to move from randomness.

This year, the new brand of men's underwear LOOKSEE (Lu Kesi) has launched the three camps of underwear, sports, home and a three-dimensional product line with characteristic lovers.

According to the survey, only 40% of male consumers are satisfied with underwear. Only 8.4% of them are very satisfied. 49% of the consumers have a general attitude towards buying underwear for men. This group of people is expecting a personality and fashion.

In 2007, the pioneering team of GUI Tao first set up an independent B2C website. In order to increase the traffic volume, they put about 300000 yuan advertising on the shopping forum and the media for 4 consecutive months.

The initial funds were quickly "burned", but sales did not improve.

In April 2008, when GUI Tao's online shopping mall was faced with premature death due to lack of funds, Taobao mall began to inviting business.

In desperation, they focused their efforts on the shops of Taobao mall.

Taobao's passenger flow brought the dying brand to life.

IITA deputy general manager GUI Tao revealed that the sales performance of IITA made them start to develop to the whole industry chain of men's clothing, extending from underwear products to underwear, clothing and even garments to meet customers' one-stop shopping needs.

At the same time, like all customers such as fans and Mcglaughlin, IITA plans to open the "experience shop" next year, so that customers can directly feel the full range of IITA products.

Although IITA's product lines and sales channels are extending horizontally, the men's underwear brand does not have the idea of "going out".

Looking back to the early days of enterprise development, GUI Tao deeply felt the difficulty of developing an independent B2C website.

At present, 80% of IITA's total sales come from its stores in Taobao mall, and the independent B2C website accounts for only about 20% of the total sales.

Cooperating with foundries to control costs

"The fabric of all our products is selected by the company and then processed by the foundry factory.

The head of a representative factory once complained that even if the international brand underwear such as CK was OEM, people's demands for thread and fabric were not so harsh as ours.

GUI Tao jokes about the cooperation with foundry manufacturers.

Gui Tao said, IITA all products are self selected fabrics, and the design styles are assigned to the OEM enterprises.

In the quality inspection section, we must check the small links such as thread head and splicing slot.

Because the company chooses many OEM enterprises to do OEM for foreign underwear manufacturers, some bosses can not help but compare IITA's almost demanding demands with international brands.

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It is easy to find a shop that opens IITA. The underwear is pure color and no fashion printing.

Chen Lei, director of IITA brand, bluntly pointed out that the founder of the company is a few "old" men who are more than 30 years old. They know more about what kind of underwear their men wear, which is safer and healthier.

Underwear without printing does not mean losing fashion elements.

Gui Tao introduced that their professional designer team will embody the elements of international popularity through the selection of fabrics such as modal and bamboo fibers.

IITA to sell on the Internet, not only to maintain the brand's fashion, but also to have a high price performance ratio, IITA underwear products price is between 20-50 yuan, is a relatively easy price range for male consumer groups.

At present, IITA has 3 foundries, and sales volume has reached 1 million 500 thousand yuan last year, and this year it is expected to soar to 5 million yuan.

However, GUI Tao and his team did not have the idea of extending to the upstream production line.

Because they have a very clear account book: choose processing factory cooperation, can choose fabric and processing lowest price enterprise cooperation, easier than the factory control costs, so that the goods sold in the price and quality advantages have both.

Customer sex free positioning 20-35 years old

Although men wear underwear, they are not only male customers who choose to buy and order products to IITA.

"A few days ago, a customer bought the men's underwear on the order, but a female customer called after she left the store, saying that she had bought underwear for her boyfriend, and the result was carelessness and carelessness."

Chen Lei introduced that the customer service personnel urgently contacted the distribution personnel, and the result was that the postal parcel was recovered at the last 1 kilometers of the postal network, when the female customer was very moved.

According to introduction, IITA mainly locates young consumers aged 20-35.

According to a survey, the proportion of underwear bought by women at age 26-29 is 30.4%, mainly by lovers or spouses. The age of 30-45 is the peak period of men's business, and the proportion of underwear purchased by women has increased to 60.26%.

In all stages of men, the trend of underwear purchasing by women is obvious in the two stages of male consumers.

Therefore, how to guide men's friends to buy underwear for the first time has become an essential service skill for IITA customer service personnel.

Speaking of contacts with customers, GUI Tao revealed that he and several management staff should act as customer service personnel every week to directly understand the requirements of customers.

"Answering customers' shopping queries and solving problems after sale can effectively collect customer demand information for timely adjustment of product design and production."

GUI Tao said.