Is The War Of Clothing Brand A Safeguard Or A Coexistence?

Like a suit, modern underwear is also an exotic product.

It has a history of over 100 years in Europe.

Underwear has only a dozen years of development in China.

At present, the high-end market is mainly foreign brands, and China's local brands have begun to exert their strength.

In this campaign, are we fighting for consumers, defending our "territory", or seeking common prosperity, coexistence and common development?

In China's traditional concept, clothing is an important function besides keeping warm. It is "covering". Just like traditional Chinese garments, gowns, plane, concealed and disguised human body, underwear is a dress that can not be seen.

After 1930s, influenced by western dress, women wore western style clothes in western style clothes.

Brassiere.

From 50 to 70s in twentieth Century, due to China's political and economic factors, underwear was always in the state of cotton "vest and shorts". No matter what the producers or the wearers were, they did not have a correct understanding of underwear.

International brand landing

Since the 80s of last century, with the development of economy, people's awareness and requirements for clothing have been increasing.

In the mid 80s, the underwear industry in China was gradually rising, and some underwear brands came into being one after another.

In 1986, Japan's famous underwear brand "Wacoal" entered the Chinese market, and the "Wacoal" branch was set up in Beijing (which was a pioneering work at that time).

"In 1986, the most expensive bra in Guangzhou sold for only 10 yuan, while Wacoal underwear sold at least 200 yuan, we entered the Chinese market," said Mr. Komori Kamiro of the Wacoal Company office in Guangzhou.

In 2004, Highteam&nbspInternational, a Beijing based association, held a conference on the international fashion trend of underwear brands in a five star hotel. Its agents were NINA&nbspRICCI (Italy) and Millesia (

), Borner (Germany), J.LobyJenniferLopez (Jennifer Lopez), Meli&nbspMelo (France), Wonderbra, Hanes (USA), Playtex, Hello&nbspKitty and many other brands made many professionals and media appreciate the style of international underwear brands at the press conference.

In 2005, an international agent was appointed by a trading company in Hongkong.

Lingerie chain store, Private&nbspShop (Midea store), has been stationed in Shenzhen. With the experience and advantages of more than twenty years of underwear chain in Hongkong, it has been stationed in the high-end shopping malls in Beijing, new central customs, Shenzhen the Mixc, Shanghai Jinjiang Di Sheng, Chengdu, Shenyang, and so on by chain direct mode. Its international underwear brands are: Lejaby Lei Jia Bi (France), Chantelle Hiut (France), Hiut (France), Princesse&nbsptam TAM (France), Ritratti (Italy), Simone&nbspPerele (France).

To become the largest importer of European and American underwear in Hongkong, and a typical representative of high-end international underwear brand chain.

In 2006, the Spanish international brand Littl&nbspKiss was stationed in Shanghai. At the same time, the European top brand agent Lavogue (Lan Fangge) was stationed in Shanghai, and opened the flagship store of Lanfang Pavilion in Shanghai in the direct battalion mode, representing many international underwear brands: Zsport, Aubade, Daniel& nbspHechter, Unidea and so on.

In 2007, Christie (

By a trading company in Guangzhou, China has entered the Chinese market and entered high-end shopping malls. Besides, many international underwear brands such as &nbspDIM (France) and Wolford (Austria) have entered China through trade or agency channels, and gradually enter the high-end underwear market, locking high-end target consumer groups.

Local brands come from behind

In early 90, it can be said that China's underwear industry is booming.

Foreign underwear brands poured into the domestic market, Germany's "Ttiumph" and France's "brand".

More than 10 underwear brands such as Hongkong's "Fang Li Fang" are covered with underwear counters in the shopping malls of major cities.

The entry of these brands has made Chinese underwear enterprises not only have a sense of crisis, but also set an example for them.

In Beijing, Shanghai, Dalian, Guangdong and Hainan, all kinds of underwear factories with joint ventures or wholly foreign-owned countries and regions such as Japan, Taiwan and Hongkong have been emerging.

According to statistics, the export volume of China's underwear processing has doubled in just a few years, especially the production of underwear, which accounts for 1/4 of the world's exports.

Since the middle of 90s, our domestic garment industry, especially women's underwear, has made great progress. At present, the southern part of Guangdong, represented by Shanghai, is represented by the eastern part of the Shanghai, and the three dimensional industrial situation represented by the northern part of the country. Although there are differences between the South and the north in the style of the capital, the underwear of women everywhere can basically meet the needs of the domestic consumers under the uniform international standard.

On this basis, the underwear with Chinese characteristics has been formed.

And famous brands.

Ttiumph,

This brand has just been known and accepted by female consumers. Chantelle, CD, TOMMY, BABARA, CK, Victoria s&nbspSecret and so on have made the relatively unfamiliar brands of consumers quietly entering China, and ready to go, just like wolves entering the market, which will bring the ultimate competition of high-end underwear brands in the domestic market.

In recent years, the rapid development of China's economy has been driving the demand of high-end consumers. Consumers are paying more and more attention to underwear demand. The demand for underwear has gradually increased from the low level of quantity and style to the high-level demand of fabric, quality and brand, and the technology content and brand value are getting higher and higher.

The rapid development of the income and consumption consciousness of Chinese high-income female consumers decides that the demand for international brands is more and more vigorous.

Because of this, the high-end brand underwear of various countries has observed this point accurately. They have entered China in the past two years, and are eager to establish the leading position of internationally famous high-end underwear in the Chinese underwear market as early as possible.

international

Sales mode

For the moment, the main selling modes of international brand operators or agents are the following:

The direct camp is directly produced, sold and managed by underwear manufacturers, and stores and counters are set up in the high-end shopping malls of the developed cities and central cities in the country. The management of store development and store management is directly managed by underwear manufacturers. The advantages are: strong execution, convenient management, unified management standards such as image and price, and easy to get the recognition of high-end consumers.

The disadvantage is that the localization process is relatively long. This form is the most widely used sales mode at present.

Authorized operation provides full authorization from overseas underwear brand dealers and pays.

The use fee is fully developed by the operator in the domestic product development, production and sales. The advantage is that it is easy to manage the direct effect, and the disadvantage is that it is easy to lose control.

The agent is designated by the manufacturer, and the manufacturer is responsible for the production of the product. The importer of the operator is responsible for the full sale of the brand in the designated area and the establishment of a special store or store. The advantage is that the responsibility is clear and the product is pure import. The disadvantage is that the product is not necessarily in line with the needs of Chinese women.

Online direct selling is imported from the traders and is sold on the Internet.

International brand operation trend

The future development of China's high-end underwear market depends on the gradual changes in the demand for high-end underwear market.

Localization of imports, including localization of production

Physical differences, differences in consumption concepts and differences between North and South determine that pure imported underwear must gradually meet the real needs of consumers. The differences between European and American Westerners and Orientals in terms of physique and concept, the demands of Oriental women on the concentration effect, and the differences between European and American consumers in advocating comfortable consumption, and the difference of cups between North and South consumers in China decide that any international underwear brand needs to experience a different process from the clothing brand, and also decides that any enterprise needs to realize the localization process.

In China, international brands

It is undoubtedly a successful example of successful localization through years of persistence.

Competition in technology, style and brand awareness has risen to core values such as brand equity and culture.

The competition between international high-end underwear brands is not only a low-level competition at the consumer level, not just the production process, style, cost, brand awareness, but also will gradually develop into brand equity such as personnel, brand loyalty and brand awareness, as well as the competition of brand core demand, brand underwear culture and the dissemination of core values.

Brand promotion form

Promotion of brand awareness for the promotion of luxury underwear brand culture

For Chinese consumers, many of the international brand underwear has not yet been recognized, so first of all, we need to promote the popularity of international underwear brands, so that target consumers can effectively recognize underwear brands.

However, cognition does not establish consumer loyalty to the brand. Only when promoting the luxury culture, lifestyle and fashion concept of high-end underwear brand, will consumers really accept the high-end brand underwear.

。

Integration with fashion elements, concepts and themes

Just imagine that if these branded underwear can be combined with expensive perfume, valuable jewellery diamonds, famous paintings, watches and so on, together with the luxurious way of life, and combining the fashionable concepts and elements to promote the target consumers, it is believed that consumers will be more receptive to the brand underwear with high price.

Domestic brands need to pay attention to:

Consumer attitudes and physical differences between East and West (differences between China and Europe and America)

I have mentioned the difference between the Oriental and the European and American physique and consumption. The Orientals pay more attention to the concentrated effect of the bra and the details such as style, flower color, lace, cup type and so on, but the consumers in Europe and America pay more attention to the natural comfort of the products.

This requires international brand underwear to further study the demand of Chinese high-income female consumers and eliminate the differences between the East and the West.

Differences between North and South consumer groups

China's territory is vast, geographical factors determine the difference between the north and South populations. The northern consumption population is larger than that of the southern consumption group. The consumers in the north and southwest regions are more accepting consumption in the high-end shopping malls, while the eastern coastal areas and the southern coastal areas are also more likely to buy in the exclusive stores and high-end shopping malls.

Domestic high-end underwear brand operators should be based on domestic consumption

The differences between North and South are properly adjusted.

Changes in sales places and services

At present, the vast majority of high-end underwear brand channel sales mode basically is to open stores in the relatively high level shopping malls or target consumer groups, but the lifestyle and habits of high-end female consumer groups should be combined with a variety of outlets such as women's clubs, gyms, beauty salons, cocktail parties, art venues and other high-end women's entry and exit places. Combined with membership system and customization, personal service, door-to-door delivery, journal mail, etc., it will provide comprehensive services for target consumers.

Underwear brand and channel brand

I believe that for underwear brand operators (traders), they all want to promote their own underwear chain store brand or company brand, but because of their own brand reputation and other brand assets, they need to first promote their own brand of underwear or brand. Only the high-end underwear brand that they represent is recognized by consumers and consumers, so it is possible to get more support from underwear brand manufacturers and manufacturers resources, so as to better promote their brand or brand.