First Line Underwear Brand Is Too Overbearing, Second Tier Underwear Small And Medium-Sized Cities To Find A Way Out

Underwear, especially the bra industry and outdoor industry, is recognized by the apparel industry as a new nugget point and growth point for the future garment industry.

Judging from the current market structure, a batch of mid-range bra. brand In the vast number of two or three and three or four tier cities in China, such as prefecture level cities and county level cities, the market has become more and more active and has become a new feature of the development of domestic bra industry.

This batch of active brands includes silk blue, Xia Daifang, admire, Essar, Xue Nifang, gold figure, Cai Ting, Fang Fang Wang, violet, etc., most of them are from the famous underwear industry cluster of Shantou, Guangdong.

Statistics show that the "knitted underwear town of China", Shantou Valley Rao Town, is currently engaged in various types of knitting underwear production and operation. market A total of more than 3000 main bodies, including 1080 enterprises (139 large scale enterprises), about more than 2800 family workshops, and 75 thousand employees, with an annual output of about 200 million pieces of brassiere.

In fact, about five or six years ago, these brands were rarely seen in the major retail markets. At that time, they were mainly wholesale markets. But in the past 5 years, the brand awareness and market awareness of this batch of two or three line brands. Marketing Consciousness has been greatly enhanced, and it has been active in the market for a time.

Their development is a different route from a brand of lingerie brand.

First, there are differences in prices.

The brassiere brands currently active in Beijing, Shanghai and major provincial capitals are mainly Ordifen, Ttiumph, Wacoal, AI, and Fang Li Fang. These brands are located in high-end, priced at about 200~600 yuan, and the mainstream price range is three hundred or four hundred yuan.

And the two or three line brassiere brands of Xia Daifang and ~150 are priced in the middle range, about 60 yuan, and the retail price of the mainstream tag is about 100 yuan. If you get a discount sale, you can buy it at fifty or sixty yuan or sixty or seventy yuan.

Secondly, a more important point is the difference between sales channels and regional development.

Ordifen, Ttiumph and other front-line bra brands, the main sales channels are department store counters, distributed in strategic cities such as Beijing and Shanghai, as well as the mainstream middle and high-end department stores in major key provincial capitals and important cities, such as Parkson, Dayang department store, Xidan shopping center in Beijing, and so on. Underwear areas in major cities and major department stores are generally occupied by these big brands, which makes the underwear stores in different department stores look alike.

These first-line underwear brands are mainly located in the first tier key cities. By setting up counters in the mainstream department stores of these major cities, they set up a good brand image and have locked a group of loyal high-end customers in the city. Therefore, over the years, these major brands have relatively stable market share, and their share continues to increase.

　　 Generally speaking, such brands rarely set up shop on their own.

Lauder and Xia Daifang, the two or three line brassiere brands, lock the main battlefield of sales expansion into the two or three line cities, especially three or four tier cities, such as prefecture level cities and county-level cities.

The population of these cities is about hundreds of thousands to millions, and they belong to small and medium-sized cities. The main commercial areas are relatively concentrated, usually one or two main commercial streets. The overall competition pressure of department stores in cities is not fierce, and the monomer area is also small. The mainstream is ten thousand or twenty thousand square meters and twenty thousand or thirty thousand square meters. For some cities, female consumers' awareness of underwear consumption is still at the initial stage of awakening. Underwear with a price of eighty or ninety yuan or 100 yuan is a relatively suitable price range.

So, on the one hand, these branded brands are stationed in department stores in these small and medium-sized cities. The underwear areas of these department stores are usually not very standardized. Within a limited area of ten square meters, a number of brands are sold together.

On the other hand, in the main commercial streets of these small and medium-sized cities, these brands offer only a few square meters of shop floor shops.

But a more common situation is that shops in small and medium-sized cities are generally set up for agents. These agents also represent a number of bra underwear brands, offering a small bra collection shop with a small area of about a dozen or more square meters. They sell multiple brands together, and each brand often occupies only one Showcase.

In particular, it is worth mentioning that over the past two or three years, the number of such shops and underwear stores has been increasing.

In addition, in the past two years, a new phenomenon is also noteworthy. That is, a small part of the two or three line underwear brands continue to vigorously expand the three or four line cities on the basis of, and also began to enter the first tier cities, such as OSS Lauder, the heart and other brands began to enter and infiltrate the Beijing market.

There are two ways to infiltrate this. One is to build a small brand store in some non core business circles to carry out "test the water"; on the other hand, it is stationed in the community type department store in the non core business district of the first tier cities, such as visiting the Hualian Commercial Building in Beijing.

Through this kind of penetration, they hope to strive to upgrade the brand to further expand their influence on the middle end consumers in the first tier cities, so as to find a new growth point for the brand.

It can be predicted that in the next 5~10 years, with the further acceleration of China's urbanization process, with the vast number of small and medium-sized cities becoming an important support for China's economic growth, with the further awakening of branded consumer consciousness of women's consumption groups in the three or four tier cities, the two or three line underwear brands such as Xia Daifang, and so on will inevitably enter a faster expansion and development period, and usher in their golden age.