Home >

Warm Underwear Love Diversification

2011/3/22 8:48:00 152

??? 日本語 Fran?ais English 中文

Warm underwear, love and diversification, nearly half of consumers choose supermarket companies, multi-channel distribution. Pure natural materials are most popular.

Although it was warm in early spring, the cold chilly weather of March and April still made many people feel very upset. On the streets of Beijing, down coats have disappeared, but many people still rely on them. Thermal Underwear In order to resist the cold spell this year, the warm underwear has been touted in the South because of the cold and humid climate. China's needle and cotton trade fair has witnessed the ups and downs of China's thermal underwear brand in recent years, and is an important stage for the growth of thermal underwear enterprises. In the middle of March, the ninety-third session of the Chinese Acupuncture Association came to a close in Shanghai, and the managers of the thermal underwear manufacturers who came to attend the exhibition were busy talking about the suggestions and analysis of the development of thermal underwear industry.

phenomenon

The development of thermal underwear has always had its own unique pattern. Because of the seasonal nature, the competition in autumn and winter will be very hot every year, and because of the fierce competition, the fabric, health care, Design In other respects, the speed of innovation is more than that of others. clothing The category is much faster. In the past many years, countless underwear brands have been popular for a while by playing concept cards and star effects. But after the season, they have disappeared, and the pain is believing that only in the minds of the "warm men" who continue to persist now will they become more aware.

Today's thermal underwear market is constantly emerging, but many of the big brand managers are not afraid of new brand competition, but pay more attention to stability and change. How does the competition go? How does the enterprise persist? How can products and marketing be innovated?

Analysis

Thermal underwear spreads and extends channels. Consumers love different functions of underwear.

Where do most consumers buy thermal underwear?

Which areas do thermal underwear enterprises usually take as the main selling area?

What kind of thermal underwear do consumers prefer to buy?

Which aspects of thermal underwear enterprises will encounter bottlenecks?

In order to further explore the pace of enterprise development and consumer behavior in the thermal underwear market, two questionnaires were designed specifically for corporate managers and mass consumers. When investigating what areas the thermal underwear enterprises usually use as the main selling range, 49.58% of the enterprises said they were distributing goods in the north of the Yangtze River in Northeast, North China and Northwest China. 36.88% of the enterprises said that they were distributing goods in more than one tier cities in the country, regardless of the Southern and northern regions. Finally, 13.54% of the enterprises indicated that they had been distributing goods across the country, because there were consumers everywhere, and the prospect of thermal underwear was very optimistic. A lot of people used to have misconceptions. They thought that only in cold areas were they wearing thermal underwear. It is not known that more southern areas prefer to wear thermal underwear because of the cold and humid climate in winter. The scope of business distribution can also be further expanded. {page_break}

At the same time, in the survey of most consumers where to buy thermal underwear, 44.46% of consumers said they bought underwear in supermarkets, 22.23% of them said they bought warm underwear in shopping malls, 23.25% of respondents said they would buy famous brand thermal underwear in the exclusive store, while the remaining 10.06% said they would buy warm underwear in the wholesale clothing market. Nowadays, the marketing channel of thermal underwear has developed to a number of angles. Many enterprises have listed shopping malls, supermarkets and exclusive stores as the main marketing channels. Most entrepreneurs in the interview believe that thermal underwear is different from other garments, and the prices in shopping malls and supermarkets are not very different, so the multi angle shop strategy is the main means adopted by many thermal underwear enterprises.

When investigating what categories of thermal underwear consumers prefer, 32.61% of respondents said they would choose a natural environmentally-friendly underwear. 20.69% of respondents said they could buy health care underwear, 19.71% of them preferred warm underwear, and 16.72 preferred warm underwear with good quality, while 10.27% of consumers were willing to try underwear underwear.

And finally, when asked what bottlenecks have been encountered by many business operators recently, 46.67% of entrepreneurs pointed out that the rise of raw materials is the most severe difficulty for thermal underwear enterprises in recent years. 23.44% of entrepreneurs believe that recruitment is more difficult than the recent bottleneck, and 10.12% and 10.01% of voting rates are respectively in terms of shortage of design talents and restrictions on shopping malls. Finally, there are 9.76% other respondents who believe that there are other details affecting them.

Voice of enterprise

High tech into underwear highlights

Tang Zeng Xi, deputy general manager of the top color cotton garments Co. Ltd.

In 2011, it will increase the promotion of silkworm chrysalis protein, and the price of new products will be higher, because the price of raw materials is already high. However, silkworm chrysalis protein has good moisture retention and skin affinity for human skin, and the price is high and expensive.

Shanghai north polar industrial Limited by Share Ltd

Zheng Hua, director of marketing management center:

Today's thermal underwear is not only a function of warmth, it should also have environmental protection, health care, beauty and other functions. Our company's hi tech heating card underwear contains high-tech ingredients such as infrared kneecaps, bamboo fiber, bamboo charcoal, and so on, so as to improve the product's performance price ratio.

Shi Tianhan, chairman of Zhejiang Hong Sha knitwear Co. Ltd.

Modal fiber and bamboo fiber are popular now, and the cost of these fibers is relatively high.

He Xiaoyan, general manager of Zhejiang MIA apparel Co., Ltd.:

Mulberry silk and spandex will be more flexible.

Products tend to diversify

Tang Zeng Xi, deputy general manager of the top color cotton garments Co. Ltd.

From 2002 to 2005, we experienced the peak period of colored cotton underwear, but after all, thermal underwear is seasonal products. In order to get rid of such limitations, the top brand has developed from pure thermal underwear to underwear, household clothes, underwear and other products. We hope that there will be products in spring, summer, autumn and winter. The diversification of products will surely be a trend of future thermal underwear enterprises.

Zhu Xiaofei, chief executive officer of Zhejiang Atma Clothing Co., Ltd.:

We mainly wear warm underwear in autumn and winter, mainly in bra and sling underwear in summer, and we hope to make home clothes in the future. I also agree with the development of product diversification.

Business development meets all aspects of bottlenecks

Jiangsu ice snow velvet Group Co., Ltd.

What worries us more is the fluctuation of raw materials. As we all know, the main cost of thermal underwear is in fabrics, and the rise of raw materials makes it difficult to maintain the price of underwear. Our products are sold in batches, but the prices are constant. Therefore, during the sales period, once the raw materials are rising, our profits will be affected. If we change the price, we will affect the consumer's trust in the products.

Tao Weiping, chairman of Zhejiang Flaws Garments Co., Ltd.

The rise of raw materials in 2010, especially the increase of cotton and mulberry silk, has a certain impact on the production of products. Under such circumstances, enterprises have to bear part of the cost pressure and transfer a small part to the market. But even so, I am afraid that price increases will cause consumers' disapproval.

At the same time, technicians seem to be in short supply in this year's recruitment. Although the impact is not big, but labor shortage is indeed affecting the development of enterprises. Now we are outsourcing a lot of production, which will reduce the impact of employment, and shift the focus to the promotion of marketing capabilities and management capabilities.

Zhu Xiaofei, chief executive officer of Zhejiang Atma Clothing Co., Ltd.:

What we need most now is excellent designers, hoping to design better products to meet the needs of consumers.

extend

On the eve of the opening of the ninety-third session of the Chinese Acupuncture Association, Yu Yuenan, assistant president of the China Textile Business Association, once said that this year's socks industry exhibitors have an unprecedented enthusiasm. At the same time, the rapid development trend of the socks industry has been demonstrated from the aspects of product design, research and development. Just like seeing the picture of the thermal underwear industry rising 5 years ago, there are many similarities with it. Will China's socks industry reach the prosperity of the thermal underwear industry in 5 years? Let's wait and see.