Lingerie Brand Spreads &Nbsp; Terminal Building Is The Key.

Judging from the operation of the underwear market in China at present, whether it is bra, regular underwear, household clothes, underwear, or thermal underwear, body sculpting underwear, sexy underwear, whether it is manufacturer's own, regional agent or franchising.

In the face of marketing environment and industry change, the first-line brand has begun to sink and penetrate on the basis of maintaining the stability of the channel. The second line brands are competing in the horse race enclosure, and the three line brand has started the circulation wholesale to the monopoly retail sale.

A new competition pattern is emerging, and the key to increasing sales profits in the competition is terminal. However, from the market visits and research, from many marketing training of knitted underwear terminals, I feel that the most fundamental and core part is often ignored by many enterprises and dealers in product concepts and promotional activities, ignoring the real essence and core of terminal operation.

From the actual operation of the underwear industry, the domestic underwear consumption is mainly female, which accounts for about 60% of the underwear sales. The main age groups are distributed among the 15 year old -45 years old, while bra products account for more than half of the women's underwear. Over 60% of the consumers choose to buy underwear at the exclusive stores, accounting for 39% and 32% of the purchases in the shopping malls and supermarkets. Among them, the proportion of women buying in the exclusive stores is 50%, and the proportion of men in supermarkets is more than 44%.

At present, consumer demand for underwear is mainly focused on the main functional attributes such as comfort, change of shape, ultra thin body and so on, as well as brand and economic benefits, and individualization and fashion will become one of the future.

Judging from the current operation of underwear terminal, underwear is a large knitted fabric. It has the independent channels of bra, underwear, conventional underwear, thermal underwear, underwear and household clothes, and does not match the consumption demand resources. This provides another market opportunity for the integration of underwear category resources, new terminal forms and category combination.

Therefore, more underwear terminals should combine their positioning in the channels and business circles to cater for the needs of the consumers, so as to carry out the combination of brand combinations and product categories.

The positioning of the terminal and the combination of brand categories depend on the level of consumption and the composition of the crowd in the radiating radius. This is not only a market research, but a gradual adjustment through terminal operation and sales experience, otherwise our terminals will often end up in operation.

In the current terminal operation, it is often too heavy to strengthen the image of the terminal, the influence of the brand, and the promotion of sales promotion, but often ignore whether the overall operation of the terminal is relative to the consumption demand of the terminal business circle, so the sales profit of the terminal will not last.

The premise of terminal operation core is to make clear and understand the corresponding consumer groups, and provide targeted demand, and seize the corresponding core consumer groups.

The direction of terminal profit mode -- terminal operation should be linked to the future trend of the industry.

From the perspective of the emergence of many lingerie, more consumers in the two or three line market need more value for money brand products. Channel terminals need long line brands that run in the four seasons. Retailers' super rapid rise has led to changes in trading patterns, higher costs and higher thresholds. Upstream and downstream manufacturers need to integrate new value chain resources and change the pattern through the new retail terminal mode. Branding and chain will become the direction of future development of underwear terminal operation.

1. The single channel of corporate category is highly homogeneous.

From the data of the industry, only bra, regular underwear and household clothes have a certain scale of brand coverage in the whole country (Dai Anfen, Wacoal, love, ancient and modern bra, three guns, comfortable and cool, and autumn deer in home clothes).

However, thermal underwear, underwear, underwear, and lingerie underwear have not yet formed the channel terminal with nationwide scale influence. Many enterprises have developed and accumulated more resources and experience on the basis of a certain category, forming an independent channel pattern of their respective categories, thus forming a homogeneous category terminal layout.

Many small and medium enterprise brands often have good product quality, but they become "chicken ribs" in the channel terminal. Good terminals can't get in and poor terminal profits are too low, and the number of franchised stores is too small. These become the common confusion of many two or three line underwear brands.

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2, a single brand store profitable against weak

The earliest regular underwear, three gun, and good and cool rely on the store network's rapid rise. More and more underwear brands are trying to monopolize franchised mode to open up monopoly terminal channels, but the single brand store focuses on the main products, strong image and fewer categories, which makes the store's profitability in product mix weaker and the crowd covered is relatively narrow.

In a short period of time, underwear is less likely to carry out related categories extension, and the trend of underwear popularity has enabled many stores to operate three or four different categories of underwear brands, and make profits through different seasons and different categories. This will also provide an opportunity for the development of lingerie terminal chains.

3, terminal marketing competition level traditional extensive

Terminal marketing is to integrate products, prices, promotions and brands on a platform to communicate with consumers to achieve value conversion. This is a scientific operation of the system, but not a few good-looking shelves and colorful promotions.

At present, many underwear monopoly still stays at the artistic level of selling, but not through the terminal platform for effective consumer research, data analysis, inventory management, shopping guide management, gross margin analysis, category analysis, forming the waste and low efficiency of terminal resources, forming a large market of goods that are not good and bad for good sales, that is, it is impossible to find star type profit categories at the end, carry out effective product price combinations to win profits and win the market, and maximize the release and scale development of terminal resources.

4, the region has not formed a strong retail terminal.

Nowadays, there is no shortage of lingerie terminal stores, but in most cities, they are mostly small shops with husband and wife shops. They have certain profitability and core customers, but lack of branding and scale.

The lingerie chain terminal can attack the regional underwear market with the help of branding image, superior category combination and large-scale development. Meanwhile, it will besiege the two or three line brand single monopoly and small underwear shop, and can help the market become the leader of the two or three tier market.

How does the underwear terminal work well?

From the point of view of practice, terminal operation is a system, but it is by no means the soft terminal of the hard terminal and shopping guide service of image environment. The core of its support lies in the following five parts: location selection of terminal, product combination of brand, magnetic effect of display, sales skills of guided purchase and promotion of promotion. Under the premise of determining the location of terminal location, the basis for supporting profit system is the combination and display effect of products, and sales skills and promotion follow up are two tipping points for profit.

Under the current trend of low profit terminal, more reflective systems should be the profit making system of the terminal.

1. Core brand portfolio of terminal

In the current operation of the underwear market, many agents carry 3 to 4 underwear brands, resulting in several brands occupying the funds without getting a good sale and profits. The real money is one or two brands.

The agent is not only looking at the difference and support, but also the key to see whether there will be good complementarity and promotion in the distribution terminal system.

Their positioning in the regional market, from the reverse to consider what brand agents, see the level of consumption of the regional level and the resources of their own channel network terminals, and strengthen the level of their own brand agents in the opportunity resources, so that the effective choice of brand agents will be better converted into sales force and distribution profits; positioning at the point, using the dislocation of the agent brand to create the tension of the structure to cater for the market, so that the explosive force of the agent combination will be stronger; in the current market, a single small agent will gradually lose its original advantage, because the terminal and profit can not play a good supporting role. More agents are doing the wrong operation of the four seasons products and brand agents, effectively meeting the terminal and channel needs, thus forming a long-term support. From the actual operation experience, more agents should sort out clearly.

2, the "fighter" profit of category products.

In recent years, many enterprises often focus too much on the falsely fickle, but ignore the real support. The products should be the reasons for the existence of enterprises and brands.

The dealers who run underwear can collectively reflect that there are twenty or thirty enterprises in each year, and there are a few of them that are really selling well in the market, and the answer should be four or five.

How many different kinds of price differentials actually exist in the annual product supply? The answer is low, almost all.

For example, the annual product structure of thermal underwear is popularized in October, November and December. What are the targeted products in the second year January and February Spring Festival Promotion? The answers are all the same.

How can the planning without product structure win profits for competition and channels?

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A product structure of a system should be a product combination of "fighter". The high-end products should be high profit, middle end body, mass product profit, low end wing, follow up product, anti competition and cost reduction. At the same time, different product categories should be positioned according to the channel and season. Such a hierarchical and three-dimensional combination can satisfy the channel profit and meet the consumption demand. Otherwise, the sales result of the unplanned products in the terminal is also predictable. As a regional distributor, it is necessary to do well the product planning and trade-offs of the channel terminal under the premise of brand establishment.

Usually with bra, home and conventional underwear as the mainstream, underwear, body beauty, sexy underwear and warmth will become ancillary products. In mainstream and ancillary products, we should pay attention to the complementarity of brand's price level and style, and determine the proportion of each shop's display area according to the sales, so that every category of space can give full play to the profit function instead of wasting more space on the brand category that is unsalable.

3, orderly and reasonable promotion of sales promotion

Strengthening terminal promotion and promoting sales promotion is always a magic weapon in sales. From the shopping mall's Thanksgiving Day and the sales atmosphere, we can clearly feel that everyone likes to buy products that feel good value for money.

In the sales promotion of underwear terminal, sales promotion will become the engine of single store sales, which can effectively connect Series in the off-season and peak season, so as to achieve the complementarity of sales and profits. The key is not to blindly reduce prices. We must combine the inventory and sales statistics to plan promotional activities for major festivals and sales seasons, so as to make "famous teachers and famous people" and "add fuel to the fire". Among them, the most important promotional means will still be "special price" and "buy gift", and blindly promoting the price reduction will largely affect the loyalty of the core customer groups.

In the actual promotion operation, more terminal promotions often consume more profits in the lively scenes, and also make inventories invisible. The reason is that for the lack of seasonal promotional plans for terminal products, promotions must choose some single product specials to attract popularity and increase sales volume, and most of the products are still mainly to win profits.

Cutting prices across the board will greatly reduce profits. Two, it is also very difficult for consumers to choose.

Therefore, promotion must match the sales cycle of products, the inventory of products and the large holiday days. Otherwise, it is "losing money making money, losing the wife and folding soldiers", which is not effective enough.

4, pay attention to terminal data analysis.

Every time I train with the terminal, I will put forward several reflections: how much is the gross profit point of your store? What kind of sales is the biggest? What kind of profit is the highest? What is the profit contribution rate of each category? How will you adjust the display structure and quantity of your product? But the answer is roughly: earn a little money, almost all...

To a large extent, this reflects the fact that many terminal bosses are still selling "block traders" instead of "travelling salesmen". In fact, the key to continuous profitability of terminal chain operations is the analysis of terminal sales data and profit data, which will guide product category adjustment, inventory adjustment, promotion and adjustment of terminal operators to a greater extent, and avoid the risk of inventory and unsalable.

In the future market operation, the data mining and application of underwear terminal will gradually become a core tool for its terminal profit. Because the more standardized the market and the fiercer competition, the core rule of scientization will play an increasingly important policy guidance. Ordering goods through data, promoting sales and analyzing fund returns will more effectively enhance the sales and profits of terminal stores, but many lingerie terminals have not yet attached importance to this.

If the underwear terminal is the capture of market opportunities, then I think the operation of underwear terminal should pay more attention to scientific marketing operation, so that this mode will be sustained development, and at the same time, the power of competition will be stronger. This will also put forward a new innovation for underwear terminal, how to control the terminal single store with data, improve profitability and enhance operational efficiency, and hope more business and regional agents will pay attention to the support system behind the underwear terminal profit.