Seize Opportunity, Socks, Old Man, Cotton, Enter Underwear Market: Do China CK

fashion

Underwear market, this time he plans to use the highest cost of underwear products to fill the gap in the domestic market.

Opportunity: market gap in the middle end user market

As a breakthrough point in the "clothing" as the starting point of the breakdown of e-commerce clothing brand, Wei cotton saw last year, "socks" this neglected market, but also saw behind the market behind the annual sales scale of more than 10 billion yuan.

This time, Lin Wei CEO again excavated a blank market, that is, the underwear market of middle class white-collar workers.

Lin Wei introduced that most of the underwear sold by most supermarkets and underwear stores in China are below 20 yuan, and they all use polyester cotton fabric, which is very stuffy and comfortable.

The famous underwear brands such as CK, which are highly recognized by white-collar workers, have driven over a large number of consumers with the average selling price of more than 230 yuan.

Thus, Lin Wei saw the "regret" in the market, low price and low quality, and the price could not bear the quality.

Lin Wei thought that as long as the products that could match the quality of CK underwear could not be sold so expensive, someone would buy it.

Condition: cooperate with JOCKEY foundry.

Lin Wei said that the first batch of underwear products will be launched in late April, covering six basic styles of men and women, using 100% pure cotton quality, and the quality of CK is the same, and the price is between 30-80 yuan, far below the average price of CK over 100 yuan.

Lin Wei said that the reason why the price of CK underwear 20-30% is to sell the same quality products is due to the deep cooperation with JOCKEY foundry.

As an underwear brand that has been born 125 years ago, JOCKEY's reputation is even bigger than that of CK, and this cooperation is also because JOCKEY has gained great confidence in the market gap of the middle end crowd after understanding the market situation of China's cotton and domestic underpants.

Lin Wei gave such data: in 2010, the annual sales volume of Chinese underwear is over 100 billion, and will grow by 20% every year. The total sales volume in the next 3-5 years is expected to reach 800 billion.

The underwear market now accounts for about 34% of the total.

According to this ratio, domestic underwear sales will exceed 40 billion yuan this year, and the underwear market in 2015 will reach about 200000000000.

Lin Wei said that the production cost of CK underwear is not high, and the reason why the price is high is because the cost of brand negotiation and channel cost is too high.

After the cooperation between JOCKEY and cotton, the value of the commodity will be restored after the negotiation of brand bargaining and channel cost, so that the quality is exactly the same and the price is only CK 20-30%.

Force: this year will bring about 50% of the revenue into advertising.

Lin Wei said that when Wei cotton entered the underwear market, he did not want to grab underwear business with supermarkets and stores. Instead, he wanted to compete with CK and other famous brand products.

In order to build brand awareness, Lin Wei plans to take out 40-50% sales in 2011 to advertise. If the sales of underwear can exceed 100 million yuan this year, its investment in advertising will reach 50 million yuan.

In addition, in May, cotton will also launch the underwear design competition of "my lower body", in order to attract consumers' attention. At the same time, we also emphasize the establishment of "clothing connotation" advocated by cotton, to show the unique brand value of the cotton underwear, and create a confident, simple and bright style.

In Lin Wei's view, paying attention to the establishment and creation of clothing brands is precisely the process of returning products to the essence of e-commerce platform.

"A lot of people always think that online shopping is good because it is cheap. Many e-commerce companies feel that logistics is the most important thing to do well in service. In fact, consumers are most concerned about the brand and quality in the online apparel market. We hope to focus our business on pre-sale links instead of blindly pursuing after sales links."

Future: the third quarter will push autumn clothes and autumn trousers.

From socks to underwear, Lin Wei began to build a "sock kingdom" dream, and began to pition to the "lower body comfort". According to Mr Lin Wei, the company will launch autumn clothes and trousers in the third quarter of this year, and gradually expand the product line to meet the needs of users.

Lin Wei said that only after the balance of the beauty and comfort of the product can the cotton consider the related fields.

At present, the sale of other products, including stockings in socks, will also be involved soon after the sale of socks. However, the "upper part" products such as bra, Linwei and his team are also constantly exploring and considering the "socks". "First, the satisfaction of the bra will be relatively low, because if there is no stage to try, it will be difficult for the consumers to be completely satisfied. Secondly, the bra products of the famous brands are now inclined to the shape and aesthetics, but the cotton first value comfort, if the comfort and beauty can not reach the balance, we will not consider the entry for the time being."