Dragons And Fishes Jumbled Together! The Present Situation Of Underwear Industry Can Be Expected To Break Through.

"Until the dust settles, the truth will come out." Impetuous Underwear industry Looking forward to new breakthroughs.

Because I want to write articles about underwear, I read the relevant information online. Search with Google and Baidu " Underwear "Warm underwear", "shaping" and other words, found that in addition to a large number of advertising and affiliate information, a considerable number of web pages are customers. Complaint 。

Relatively speaking, the entry threshold of the underwear industry is low, and the profit making space is large, so we swarm into the crowd. A more vivid example is the warm underwear war in previous years.

The author himself has had such an experience. In the winter of last year, I wanted to buy a thermal underwear. Because of height less than 1.7 meter, usually buy clothes to buy 170 yards, generally all fit well. Because it is in the supermarket, it is not convenient to try on, pick a set of 170 yards, and the body about a bit, think it should be no problem, and the salesperson said inappropriate can be changed. When I went home, I tried to make my coat. I didn't expect my trousers to be short and tight. The hoop was very uncomfortable on the leg, so I had to take it back and change it. In order to fit, finally had to buy a 175 yards of trousers and 170 yards of jackets, forced to match.

The author thought, "this kind of clothes are not suitable for themselves, most of them are similar to mine. I don't know who the clothes of this brand are to be sold to.

"Until the dust settles, the truth will come out." Wilde's famous saying describes the status of China's underwear industry in recent years. Impetuous underwear industry is looking forward to new breakthroughs.

Through decades of rapid development, Chinese underwear has formed three important strategic models: daily necessities, health products (including warm keeping) and fashion models. Different modes require different breakthroughs.

　　 Commodity mode: terminal winning

The basic aspect of underwear is commodity, which is the traditional "shirt, underwear, vest and trousers". These are the flagship products of China's underwear industry. The leading brands include three guns, suitable and cool, AB and so on. Many domestic bra brands that circulate through supermarkets also belong to this camp. They are increasingly being eroded by the trend of underwear conceptualization and underwear fashion. The scale is fast becoming smaller, the competitive cost is increasing rapidly, and the profit margins continue to decline. Some of the leading brands have begun to think hard and highlight concepts in product mix, such as AB's antibacterial underwear.

Chinese underwear can not be fashions in the short term. Therefore, the underwear enterprises which adopt the daily necessities strategic mode still have huge living space. How to fully borrow the daily competitiveness of commodity products has become the strategic focus of this kind of enterprises. How to control the circulation channels reasonably and build the competitiveness of products in the terminal in a comprehensive way, so as to win the terminal and firmly position themselves in the terminal, are the core concerns of underwear enterprises in the daily necessities model echelon.

One is the standardized management and promotion ability of the shopping guide system; the other is the standardization of terminal display, the rational use of terminal advertisement; third, the management of the promotion system, and the Chinese underwear enterprise who first establishes the terminal management and control system similar to the "Silk treasure daily mode", who will occupy the mainstream in the future underwear market.

WAL-MART conquered all the competitors in the Americas and Europe by "low price every day". Many enterprises studied its mode but finally failed. This is because if the low price can not be raised to the system capability of the enterprise, then the low price strategy will only eventually cross the enterprise itself. China's underwear enterprises should fully develop their own system low price capability, integrate upstream and downstream supply chain, and win the strategic advantage of cost performance. {page_break}
 

　　 Health products mode: system segmentation

Followed by the body shaping, thermal underwear, colored cotton underwear as the leading health care product mode.

This is a strategic innovation for the Chinese underwear industry. Many underwear enterprises that are not willing to be monopolized by three guns and other giants are at the same time as the health care companies in Japan and Zhongtian, seeking to divide the underwear industry by breaking through the river with functional breakthrough. By Ting Mei's "beauty body repair, one wear and change", China has transformed into a body sculpting subdivision industry; while Yu Zhaolin, the Antarctic and north polar fleece "a warm clothing for three woolen sweaters", the cold northern consumers are scrambled for it; the passion participation of the Zhongke warm card makes the heating fiber known in China, and further promotes the enlargement of the function of Chinese thermal underwear. You have sung my debut, and the Chinese underwear industry has never been so busy.

Consumers soon saw the truth behind the hustle and bustle. 2004, in 2005, thermal underwear was on the decline, many underwear manufacturers announced the withdrawal of the game, and the underwear market also declined to varying degrees.

In 2004, with the development of the colored cotton industry, a large number of brand colored cotton products such as "quack", "pantanto", "Sky Color", "Arctic new talent" and "South Pole" appeared. Even some manufacturers specializing in the production of thermal underwear have transferred the bow and returned to natural colored cotton, and have launched coloured cotton products. For a time, every family had "colorful cotton clothes", and colored cotton became the magic weapon that many underwear manufacturers used to pull the market.

Although the health care products underwear has begun to subdivide, there is still a serious conformable plot because there is no competition barrier in the market segmentation. It is more like a group of wolves without rules. As long as some people are making profits in a certain concept, they will surely crowd and divide up and eat. But this noisy crowd quickly loses control and eventually becomes mutual abuse and brawl until it destroys the trust of consumers one after another.

Health products lingerie wants to develop in a long way, so we must learn the system subdivision ability of Chinese health products.

Amway is a giant of the international health care products industry. It relies on high-end, natural positioning, adopts club marketing and direct marketing system marketing mode, and finally achieves a high-end health care product kingdom. China's many coloured cotton underwear and high-end body sculpting underwear are also positioned at the top end. However, there is no cognitive barrier like Amway in products, and no competitive power has been formed in the marketing system. Simply strengthening the natural concept of products is, of course, easy to imitate and surpass competition by hand modeling.

In the past ten years, it has been emphasizing the position of "men's health products" and insisting on its professional and responsible attitude. Therefore, it is the top priority in the Chinese market. As a major demand of China's underwear industry, although thermal insulation has been declining in recent years, thermal underwear enterprises should stick to it and promote the professionalization of thermal underwear with a responsible attitude, and finally occupy the exclusive position of thermal underwear in the eyes of consumers.

Fashion mode: creating discourse power

The highest level is a fashion model dominated by women's underwear brands.

Because of the influence of Dai Anfen and other international brands, women's underwear has started fashion management mode very early. The style is dominant, the brand culture is built, and the terminal display and management are meticulous. But because many brands of women's underwear industry are born from production, there are a lot of products in the brand operation process, such as products, marketing and creativity.

Many lingerie enterprises, which are struggling for price competition and are beset by short-term business, will choose to transform into fashion models, such as transformation from cat owners to fashion underwear, snow bamboo's commitment to fashion underwear brand building and so on.

If China's fashion underwear wants to break, it must transform its product oriented thinking pattern and form a system competition model with speed and brand tension as its core.

The "secret of Vitoria", a strong female underwear brand, has opened up the desire of American women. It has been released in the underwear market of the Wall Street securities trading hall, broadcasting the ratings of up to 50% in the US. It represents the underwear design of the American spirit, making it occupy the peak of the underwear trend in the United States.

The "Dunhuang show" and the "big search" of the cat people are somewhat similar to the operation of "Vitoria's Secret" as a whole. But in building up the tension of Oriental culture, Chinese brands should further explore.

Recently, underwear brands claim to build "underwear industry ZARA". Since the advent of the "fast fashion" model advocated by ZARA, the industry has been arguing constantly. ZARA has been called "nightmare of European clothing brand" by some people, and the "high-speed running devil", whose terminal mode based on speed may be feasible in fashion, is not suitable for underwear which mainly emphasizes function and health care function. I am afraid it is hard to say. For underwear brands, this is not necessarily a good example.

Anyway, today's Chinese underwear keeps up to 20% annual growth rate. The development of various lingerie exhibitions and underwear culture shows that Chinese underwear has gradually changed from the "shyness" product to the "Star" of the mass demand, and the underwear industry is promising.