Underwear Marketing Trend

With the maturity of the Internet, the use of network resources to establish network marketing has become a new mode of increasing popularity in the underwear industry nowadays. Over the past few years, lingerie brands such as Moonbasa, Ordifen, Mmuses, Didot and Gainreel have been trying to sell underwear online, making the word "underwear marketing" more popular.

Why do online sales become the new models that underwear brands want to build? There are mainly two ways. Aspect :

Rapid expansion of online shopping market share

Under the financial crisis, enterprises in most industries are either frugal or breaking their own arms, while the e-commerce industry has grown up against the potential and ushered in a rare opportunity for development. AI research data show that in 2009, the scale of China's apparel online shopping market reached 30 billion 870 million yuan, an increase of 81.5% over the same period last year. Among them, clothing B2C transaction volume of 2 billion 400 million yuan, accounting for 7.8% of the proportion of clothing online shopping transactions, year-on-year growth rate as high as 99.8%, the growth rate is higher than the overall growth rate of clothing online shopping market. AI predicts that the clothing B2C will continue to grow rapidly in the next three years, and the transaction scale in 2012 is expected to exceed 18 billion yuan. In the clothing independent sales e-commerce platform, VANCL accounts for 28.4% (about 700 million) market share, and is in the leading position at present. Wheat net Monroe fashion Nets occupy 16.6% (about 400 million) and 10.6% (about 250 million) market share, and other apparel online shopping platforms are also growing rapidly.

Many brands entered the Taobao mall in 2009, and 2010 is definitely a year of e-commerce development. More and more enterprises will launch e-commerce. The completion period of e-commerce platform will enter the landing period of operation.

Advantages of online sales compared with traditional sales

First, online sales have saved a lot of intermediate links and saved a lot of costs. Compared with the sales of physical stores, online sales of the same products have great price competitive advantages.

Two, online sales products update quickly, consumer feedback information is collected quickly and accurately, the scope is wide, the promotion is easier, closer to the target consumer group and more targeted, and the network can provide a platform for consumers interested in topics other than underwear and underwear.

Three, for each sub garment industry, underwear industry is more suitable for online sales. This is because underwear is different from other women's clothing, and the trend of change is not obvious. It is easiest to standardize. This makes underwear have the natural advantage of network sales. When people buy other women's clothing, apart from paying attention to price and style, they also pay attention to color, fabric, workmanship, hand feeling and so on. These factors are difficult for consumers to experience and feel.