Analysis Of China Underwear Market Potential

International targeting

All kinds of trade barriers, such as restrictions and special guarantees, are constantly emerging.

The industry urgently needs to improve the overall quality and cultural level of the industry. "

Recently, Li Jianhua, President of China Textile Business Association, said in an interview with our reporter.

China

Market "money" scenery attractive

Underwear is an exotic product.

like

Similarly, the Chinese have accepted the concept of "modern underwear" from the West.

stay

It has a history of over 100 years.

Landing in China has only a history of more than ten years.

In recent years, with the expansion of China's underwear industry year by year, the underwear brand has been increasing year by year in the form of geometry.

According to the state authority survey, 98.7% of married women, 93.8% of unmarried women, 98.8% of white-collar workers and 92.1% of housewives have strong demand for body building.

99.6% of women want to keep their breasts upright, while 98.6% of women want to keep their body slim. 96.5% of women want to keep their buttocks intact.

Related information shows that in the next 5 years, China's underwear market will have a huge sales volume of 500 billion yuan.

Among them, the share of body sculpting underwear is expected to reach half of the total.

Because of China

The potential of market consumption is very large. Some foreign brands have entered the Chinese market step by step, and have begun the work of market startup and expansion.

Represented by Wacoal and Ttiumph

With its experience in the operation of international brands, China has rapidly opened up the Chinese market, attracting a large number of domestic consumers pursuing image and quality, and developing rapidly into the leading brand of domestic underwear industry.

The rapid development of foreign brands has given most of China.

Production enterprises set up a target that can be referenced. From then on, China

Enterprises are developing rapidly.

Under the influence of foreign brands, these enterprises have made great efforts to develop and promote their underwear brands.

Represented by the southern, Shanghai represented by the East and Beijing as the representative of the northern three points of the underwear industry pattern.

domestic

Less brand

According to the National Bureau of statistics, there are more than 3000 underwear manufacturers in China.

Among them, only more than 400 families have begun to take shape.

In the domestic market, apart from the fact that few foreign brands are relatively stable, the vast majority of domestic brands are still in the exploratory stage, and sales of products are mainly supported by channels and prices.

At present, China's underwear industry is in the period of product surplus and brand shortage.

Despite the huge market development, there are not many strong brands in the domestic underwear market, and the market share is relatively scattered.

According to statistics, imported brands account for about 60% of the market share in the domestic underwear market.

Most of the products are already set up in China, and most of them are priced at 50-300 yuan.

It accounts for about 40% of the market, mainly in the middle and low market, and the selling price is generally between 30-100 yuan.

Industry expert Hong Yiqing said that a normal underwear market should be dominated by one or two brands that account for more than 50% of the market share.

And at present, nearly 50 billion yuan in the underwear market, the formation of a strong brand is not much.

The scale of production is small, the market is highly dispersed, the competition mode is mainly concentrated in the price competition level, the phenomenon of brand homogenization is serious, consumers expect more suitable consumer brands of their own personality.

Guangdong garment and apparel industry association responsible person said: "because the industry entry threshold is relatively low and the industry standard is absent for a long time, the disorderly competition in the industry is serious, and the awareness of the independent brand of the enterprise is weak, which has directly led to the embarrassing situation of the overall competitiveness of the underwear industry in China."

From the trend of brand development, brand development, besides the quality of the product itself, pays more attention to the style, cultural connotation and personalization of products. This is the trend of market development and the consumption demand of mature consumers. The development of domestic underwear brands must adapt to this trend, pforming from "small-scale, homogenized and decentralized" production mode to "brand oriented" large-scale operation.

Whoever can integrate more social resources, make the brand bigger and stronger, will be able to gain the advantage of scale and brand and eventually become the king of the underwear industry in China.

Industry competitiveness needs to be improved

According to the findings of a website,

Of the 4 cities surveyed, 80% of women did not know the type of underwear, and some even did not know their own bust size. Over 90% of them believed that too expensive underwear was a waste.

Only 15% of women choose sex.

Although this survey may not be comprehensive, it shows that China's underwear market is yet to be developed.

Our country

Most of the market share is covered by some "miscellaneous brands". Most of the hot brands are sold.

Or other countries in Guangdong, Shanghai, Jiangsu and Zhejiang and other places joint venture factory products, the real domestic brands are few.

Compared with foreign brands, domestic underwear is not only lack of fashion, but also the phenomenon that products are not in line with body size is more serious.

The distinction between brands is not obvious, resulting in fierce competition in the industry.

The head of a lingerie enterprise sighs, "great country, foreign brand market is good, but my company can not find a foothold.

Market is hard to do, sales are narrower, marketing costs are higher and profits are less and less.

Marketing experts believe that: in the future, the domestic underwear market will show a trend of segmentation and diversification, and the industry competition will develop towards branding and scale.

The industry is regarded as a high growth industry by the industry.

In the west, underwear consumption accounts for a large proportion of clothing consumption.

For example, France is 22%, and the annual consumption of French women for underwear is about 1 billion 700 million euros.

British women spend 112 euros a year on underwear.

Chinese women spend about 20 billion yuan on underwear consumption, accounting for only 5% of clothing consumption.

Comparing the above statistics, we can see that the future development of China's underwear market is huge.

According to Wang Zhi, director of China knitted Industry Association, underwear has been more and more functionalized from the original cover and cold resistance, and this trend has been widely recognized in the industry.

It used to be quality, but now it depends on fashion.

It is worth noting that the underwear market in China seems to consume only a large number of young women. It ignores 10 to 15 year old girls and middle-aged and elderly people. It is precisely these two age segments that have great potential to be developed.