Thermal Underwear Industry: Ready For The Next Ten Years After The Noise And Turmoil.

From the end of last century,

It is worth noticing that there are still hidden worries behind the prosperity: the sales of thermal underwear are weakening, the homogenization of brand regionalization is serious, and profits are gradually becoming smaller.

Before or at the beginning of treatment, this series of problems made us need to reexamine the industry. "We never forget the past, but we are the masters of the future". We hope that we will find the strength to go forward steadily on the road.

In 2010, changeable weather disturbed the laws of climate.

In the summer, a rare high temperature hit the northern hemisphere. From East America to Europe to Asia, it has experienced the hottest summer in 130 years. However, after the winter, the temperature began to drop suddenly, and the temperature in the northern hemisphere decreased greatly.

So meteorologists warn that Europe may face a new "low temperature" of the millennium, and China and other Asian regions may also be immune to it.

Although China's meteorologists have come up with a rumor, they say that China has no scientific basis for experiencing "a thousand years of extreme cold", but the more experts come out to refute the rumor, the people still believe in the arrival of "a thousand years of extreme cold".

Extremely cold, Cui has "cold economy".

Some warm clothing such as down garments, thermal underwear and so on have become the "new favorites" of the market.

In major shopping malls and supermarkets in Ji'nan, warm underwear is playing a promotional battle.

In Honglou supermarket, the thermal underwear shop is located in the prominent position of the clothing area. There are more than 10 brands of silk birds, Yalu, and snow dragon.

The citizens who choose to buy are three floors and three floors.

One of the famous salesmen said, "usually you can sell about 80 items a day, and the two day is the weekend, and the sales volume is about 200."

Aunt Wang, who is choosing clothes, said: "the promotion price is quite cost-effective, and I'm going to buy several sets for my family."

At the same time, the fabric of thermal underwear is varied, including wool, bamboo charcoal, modal, Lycra, spandex, nylon, kapok, polyester fiber and so on. The functions are varied. Besides the basic warmth retention function, there are some peculiar functions such as treatment and health care.

The product function that appeals to female consumption is more, such as whitening and moisturizing, "slim body weight reduction" and other effective expressions.

The cold weather is a good opportunity for textile and garment enterprises to resist cold equipment.

The demand for clothing at home and abroad is rising. Clothing companies can increase the production of cotton clothing and expand the market capacity.

The "Millennium cold" has already touched the smell of thermal underwear businesses, and orders for thermal underwear have begun to pick up steadily.

It is understood that there have been many orders in Yiwu, but not timely delivery.

According to the boss of a processing garment factory in Yiwu, low October was the time for garment manufacturers to turn over their winter clothes to spring clothes. But this year, many European and American customers also had their winter clothes.

The change of weather has a direct impact on the almost warm underwear industry.

The author suggests: first, the thermal underwear enterprises should pay attention to the change of the weather, predict the general trend of development, then adjust the market development strategy and decide the production quantity.

The thermal underwear industry should catch business opportunities in the "thousand years of extreme cold", acquire warm wealth, and not blindly increase production.

Secondly, while closely cooperating with climate development, we should also attach importance to the quality, personalization, brand and Fashion Management of underwear.

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Ups and downs: the noise and turbulence of more than ten years

Over the past decade, thermal underwear has gained rapid growth after marketing campaigns such as advertising, star, terminal and sales promotion, and has gained a certain market share in the thermal market. Moreover, some brands are facing the industry norms, industry saturation, profit reduction and homogeneous competition, and the trend of single product line value-added has slowed down.

The typical case is "the South Pole" and "the bird".

The "Antarctic" brand extends from thermal underwear to down garments, sweaters, business casual wear, and so on. The "bird of the feather" brand extends from thermal underwear to sweater and other products.

The warm underwear, which is popular in the winter cold market, has also seen some so-called "high technology" in recent years.

The price of this kind of thermal underwear is three or four times higher than that of ordinary products. Besides the concept of bamboo charcoal fiber, Lycra, EXX, slimming and so on, consumers have heard of the concept of nano technology, far infrared, treatment of arthralgia, salad, automatic heating and so on with the concept of medical effect warmth underwear.

Do they really have the effect of losing weight or even medical care?

Salam, according to the propaganda of businessmen, is a kind of silk material that uses advanced injection technology to twist far-infrared ceramic into acrylic fiber, also known as far-infrared radiation acrylic fiber.

It focuses on the principle of scientific interaction between far-infrared and material, which is equivalent to the reflection of the heat generated by the body itself through underwear, and its thermal insulation and heat performance is excellent.

But its efficacy has not been universally recognized by academia and industry.

Because far infrared health functions and the far infrared emissivity of textiles can achieve health functions, there is no conclusion yet. The far infrared emissivity of most thermal underwear is not higher than that of ordinary Dacron fabrics, traditional three heavy thermal underwear and wool underwear.

In the first two years, the warm underwear is popular elements such as "fiber," "bamboo charcoal", "antibacterial" and other health care and environmental protection concepts, while on the warm material, there are "card" family members such as "warm card", "Lycra", "thermal card" and "Seville card".

However, the progress of underwear "high technology" is indeed "Gou Xin Xin, new and new". Now, the high-tech concepts such as "automatic heating" and "infrared heating" can be seen everywhere.

An industry insider who asked not to be named said: many companies do not dare to call a wool product a wool product. Many brands of products are also unqualified, such as confusion, safety standards and so on.

He said the industry and Commerce Bureau and the quality inspection department will also find out many unqualified products every year, but only "find out", do not work hard in the "investigation and punishment", and many unqualified products are finally "unqualified".

In fact, as early as November 2004 L, the implementation standard of the new knitted thermal underwear made by the national knitting product quality inspection center and the national knitting product standard Committee began to be implemented. The new thermal underwear industry standard includes 9 intrinsic indicators and 4 external indicators.

Intrinsic indicators include formaldehyde content, pH value, color fastness, heat preservation, shrinkage degree, etc.

The standard clearly stipulates that the grades of thermal underwear are divided into 3 grades: superior products, first grade products and qualified products. The physical standards tested include fiber content, including formaldehyde content, pH value, air permeability and so on. The pilling condition and the washing size change rate are also determined according to the grade.

Among them, the standard stipulates that the thermal insulation of qualified underwear should not be less than 30%, and the formaldehyde content should be less than 75 mg per kilogram.

In addition, the new regulations also prohibit the behavior of deceiving consumers by gimmick promotion such as heat card, heat card, Seville card and magic card.

Of course, there are experts in the industry, "knitted thermal underwear" is a recommended standard, enterprises can choose to adopt.

However, whatever material is used in thermal underwear, the two important indicators of "warm keeping rate" and "unit reheat rate" should be marked on the outer package of the product.

Whenever there is a claim to keep warm underwear, but there is no corresponding logo, consumers should pay attention to it.

It is understood that many consumers will not pay attention to these signs, the purchase of thermal underwear is only a reference to the popularity of some brands, touch with touch, try.

The business is to seize the psychology of consumers, deliberately using some "high-tech" concepts that consumers have not heard to carry out false propaganda and desalination targets.

In fact, the most "high" content of thermal underwear is not these "technology", just like those cards, but is the concept aliasing of fabrics made by the manufacturer.

"Warm card" and "thermal card" are TLC, "Sevilla" is polyester, "magic card" is elastic spandex, "Lycra" is only the United States DuPont Co for its production of an artificial elastic fiber - spandex registered product brand name.

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Ready for the next ten years of glory

After examining the noise and excitement of thermal underwear for over ten years, many revelations have been left behind.

Although the reality shows that the use of concept hype can indeed quickly occupy the market after the launch of the product, and attract more attention, which has brought huge economic benefits to the enterprise.

But good products must have good quality, and good products must be guaranteed through real technology research and development and quality supervision, so that quality and service should be before the concept.

The market of thermal underwear is also gradually becoming mature and standardized, and products are also moving towards the public. At present, there is a broader regional market and more consumer groups.

One point may be the lack of real maturity in the industry, and this also indicates that there is plenty of space for the industry to develop.

That is, the market concentration of thermal underwear market is low, and it does not really form a Monopoly brand. There is no product that has strong regional influence in China. Unlike the mention of down garments, the public thinks of Bosideng and cold thinking.

In addition, consumer demand for underwear is upgrading, and there are more business opportunities in the industry.

All these bring an opportunity for the development of thermal underwear.

To this end, the industry experts give the following development proposals:

First, inject cultural details into brand names and achieve the sublimation of brand from function to culture.

Universal brand names overemphasize functions and ignore emotional interests.

In the fierce market competition, enterprises in the dissemination of raw materials and technology as the main concept, which left the consumer's awareness and reputation remain at the level of warmth.

Only with cultural details can life span longer.

The brand of warm underwear should combine with its original attributes, such as the strong south pole and the tender finless bird, and inject a strong cultural background in its brand communication.

This will facilitate the recognition of brand value and become an effective driving force for the strategic extension of thermal underwear brand.

Secondly, the double quality inspection of raw materials and products of thermal underwear should be strengthened. First, the raw materials for entering the factory must be inspected; secondly, the finished garments should be qualified for quality inspection before they can leave the factory.

Produce high quality products that meet the industry standards and replace price wars with value wars.

On the basis of warmth and adding some fashionable elements, we suggest that high-end brands should focus on the evolution of function to fashion. The two or three line brands also increase the R & D design of products, including new fiber such as bamboo charcoal fiber, antibacterial fiber, soybean fiber, modal, Lycra's use, style and color freshness, and jump out of traditional old color department to try new beautiful elements injection.

Third, improve the sales system, pay attention to the use of e-commerce, expand network sales channels, combined with physical stores and public customers, will sell outlets to the national region.

The important thing is that famous brand should make perfect and intimate affiliate policy. From the application to the formal opening, the production enterprise must provide a complete service and move every consumer and franchisee in detail.