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How Do Underwear Enterprises Establish Brands And Win The Market?

2010/10/27 15:44:00 73

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Underwear is known as the "second skin" of the human body. According to its use function, underwear can be classified into "underwear, adjusting underwear (corrective underwear) and decorative underwear (correcting underwear"); some people compare it to a woman's "another kind of love" and interpret the fashionable life nowadays.

With the continuous improvement of people's living standards, the choice of underwear for consumers is changing quietly, changing from a single practical type to a diversified one.

The renewal of the concept has provided a wide space for the development of many underwear manufacturers. But nowadays, the underwear enterprises are also facing severe challenges. How to establish their brands and win the first pot of gold in the future market is a problem that the underwear enterprises must face.

This is a macroeconomic structural adjustment.

industry

It is an industrial upgrading, and many enterprises without brand and without brand appeal will be less and less likely to survive because of lack of primitive accumulation in the market.

Maybe in the future, the structure of Chinese clothing brands will be like Europe. All kinds of brands are relatively fixed, the number of high-end brands, the number of mid-range brands, and the number of low-end and fast selling brands.

I think the Chinese market will not need so many brands in the future.

In the process of survival of the fittest, there are several situations.

First of all, it must be a well prepared enterprise.

For example, with higher added value.

brand

With the increase of labor costs and production costs, customers can accept even higher retail prices.

For example, brands like Adam, Ordifen, etc., when production costs increase, if they have certain or even more price increases, customers feel that the price increases, but they will not affect their purchase.

But for a new brand or an influential brand, even if the price increases by 50 yuan, it is hard for consumers to accept it.

In addition, the brand of low-end customers will have the same feeling, because these customers are sensitive to price, they are more concerned about the price, the price increases 50 yuan, or even 20 yuan, 10 yuan, they are likely to give up the purchase.

Second, it is a group of brands that have advantages and potential.

These brands will stand out in 2010, and will be

gradually

Stabilize in the market.

Especially those listed companies, who have the support of capital, have the ability to "winter", and it is easy to pass the winter.

Some enterprises that are relatively deficient in capital, relatively small in scale of operation and low in added value of brands should not only have to cut down their expenses, but also improve their soft power and competitiveness.

It is difficult to succeed in competition from 2009 to 2010 by relying on the extensive investment growth that has been constantly opening new stores and expanding market share.