Quality Underwear Industry Needs To Be Nurturing Together

　　 At present, the domestic Panties The market, such as bra and traditional underpants at the time, is dominated by boxed and shopping malls. High-end brands such as SCHIESSER, CK, HUGOBOSS, JOCKEY and so on are mainly shopping malls, whose prices are over more than 100, and those who can often consume these prices. High-end Group.

However, we must not neglect that with the rapid economic growth, people's incomes continue to increase. Correspondingly, when the material develops to a certain stage, the spiritual needs of human beings will increase correspondingly, and the number of this group will gradually expand. When the middle end consumer group rises, they have obvious consumption demand, that is, if they buy hundreds of dollars and a pair of underwear frequently, they feel extravagant, while buying more than ten yuan in shopping mall supermarket, they feel the grade is lower. Therefore, the brand underwear as the leading new category, become the first choice for this group. From these information analysis, the market potential of boutique underwear is unlimited, and this cake will follow. Consumer The further recognition of brand and category gradually expands.

Philosophy once said that everything is a pair of contradictions, and things develop in contradiction. The development prospect of quality underwear is bright, but at this stage, because enterprises are just entering this category, everyone is walking across the river by feeling the stones. There is no model to learn from. The experience gained in practice must be amended many times in the market before it can be formed. Therefore, through exploring the market experience, there must be such a mistake in operation.

From the perspective of the whole industry, the quality underwear market is very promising now, but in the initial stage of the market development, the market capacity is limited, the operation method is single, and it is in the age of fish dragon mixing beads. Some enterprises want to do a good job in marketing and brand, and some enterprises are saying the same thing. They think that the market is big and blindly enter when they are unprepared. This will not only hurt themselves, but also disturb the market to a certain extent.

The market prospect of the quality underwear market is limitless, but it also requires enterprises to operate cautiously and jointly, so that more consumers can get a better understanding of the quality underwear, and then consume and buy high-quality underwear, so that the market will be enlarged step by step. Only by increasing quantity can enterprises have wider living space. At this stage, the main problems that restrict the development of quality underwear are the following aspects: I believe that only when these problems are solved can this category develop rapidly.

Talents restrict the development of enterprises

The shortage of talents is a problem in the whole underwear industry, but in underwear, especially in the underwear business, talent shortage restricts the development of the industry to a large extent. Designers, marketing, customer service, merchandising, promotion and training are all short of people. This is also the inevitable problem of market development. Because the rise of new category is divorced from the traditional mode of operation, in a blank market to open up, so everything is new, and naturally there is no familiar with this mode of operation of professionals.

When visiting the market, I heard such a story: an export oriented enterprise saw that the domestic market situation is very good, decided to adjust the development strategy, enter the domestic market, can find in the underpants industry, and can not find a professional manager who can operate the market. Finally, the boss who has no plans can only transfer the former export office director to the market. From this side, we can see that the shortage of talents in the underpants industry has reached a critical point. On the other hand, we can see that some enterprises are hard to squeeze in when they do not have the domestic market to do so. Such hasty decisions can foresee that their days in the domestic market are also very close.

{page_break}

The shortage of talents in high-quality underwear industry is caused by the new development environment of this category. The original wholesale, as long as a good product on the line, so the requirements for personnel is not very high. Now we need to know how to make good underwear, which requires talents to understand the habits of consumers, the level of industry development, the ability to build channels, the strategies to promote marketing activities, the design style and positioning of products, the ability to implement and popularize the brand image system, and the level of service follow-up in the market. This requires talents not only to understand products, but also to understand the market. They need to have comprehensive knowledge of marketing, statistics and psychological analysis.

In the underwear industry, there are no colleges and universities to set up such professional courses. Therefore, many professionals are not professionals, but from experience in practice, they can improve their management ability. In the early days, because they were engaged in traditional underpants operation, the big and small events were all handled by the boss. There was no such platform for the talents to learn and exercise. To a certain extent, it also restricts the development of talents. With the rise of quality underwear, more talents will enter this category. Through the brand marketing operation mode, enterprises will develop rapidly and speed up the training of talents. The entry and rise of these talents will alleviate the shortage of high-quality underwear personnel to a certain extent.

The channels of dependence do not have the right to speak.

In a large number of bra shops and combination shops, a central island is displayed, showing some underwear, or a good relationship between agents and enterprises. In some stores, some tall cabinets can be seen and painted with brand images. This is the survival status of boutique underwear in channel sales. It can be said that the current high-quality underwear is to survive in the channel terminal.

From the perspective of channel, agents are willing to undertake some brands of high-quality underwear to operate, because this category does not need to invest too much energy, and is a good complement to the category of terminal stores. Therefore, from the agents, the quality underwear is the category they are willing to accept. This is also the fundamental reason for the rapid warming of the market. From the perspective of terminal sales, the quality underwear is in an awkward position. It seems that the supporting role appears in the shop. Because there is not much volume, a shop can only display a central island, so whether it is from sales or image, it is at an unfavorable position for quality underwear. If it is always just a middle island, the quality of underwear will never go up. If it doesn't go up, it will face the fate of the shop. If the number of terminal networks decreases, it will further affect consumers' understanding of quality underwear, and consumers will not have the desire to buy products if they do not know enough about underwear. This leads to a vicious circle.

Under the current circumstances, it is necessary for enterprises to make efforts to communicate with distributors so as to provide enough display space for the quality underwear on the display area. In a certain period of time, dealers may not have much profit to figure out, but in the long run, they can really make this kind of product, so this big cake is enough for the brand dealers and dealers to make profits. In strengthening the display area, we must also strengthen the service awareness and image publicity. Only these aspects are done, can we slowly increase sales volume.

Product design is following suit.

Quality underwear has been following suit and plagiarism in product design. In order to make the industry develop healthfully, it is necessary for enterprises to be self disciplined and not to give up the cultivation of the market because of the pursuit of short-term interests. Product design follows the trend, so that products are not differentiated, they will fall into a price war, and the development of price war will eventually bring the whole industry into a downturn.

Therefore, the quality underwear should be developed normally, all brands need to form their own product design style, which may have a certain impact on the sales volume in the short term. But in the long run, as long as the style is formed and the consumers agree, it will become a powerful weapon for the enterprises to carry out differentiated operation. This can be inspired by the growing process of brassiere's brand in the bra, and she has been promoting her products for a long time, and has formed a systematic style, so that more consumers can enjoy their style and become a loyal supporter of the brand, thus laying the foundation for the rapid development of the brand.

Consumers do not know enough about quality underwear.

Consumers' lack of awareness of quality underwear is the root cause of the development of the whole category. From the perspective of consumption structure, people who buy high-quality underwear are still at the top of the consumption structure level in Pyramid. This part of the consumer group has strong consumption ability, the pursuit of brand, the quality of life, its own aesthetic concept, and its unique personality. This is the top part of Pyramid, which accounts for less than 20% of the total sales volume, while the most potential consumer group is the central part of Pyramid, which accounts for 50% of the total sales volume.

　　 Therefore, how to cultivate this consumer group and how to tap the potential of this consumer group is a key issue for quality underwear companies and the whole industry. Chinese consumers need the cultivation of the market, so that consumers will have a better understanding of goods. Therefore, at this stage, the focus of every enterprise is to grasp the production and R & D of products, import image system into the terminal and perfect after-sale service. Through the terminal store goods and services, coupled with the help of the media, further stimulating consumer groups to understand the quality underwear, thereby further stimulating the sales volume of the market.