Clothing Industry: Maintaining Good Image Lies In Advertising.

High-end

Underwear industry in 2012: competition blind spots brand added value

The phenomenon of "three products" has appeared in China's underwear industry: product homogenization, concept fuzziness and competition are becoming more and more intense.

Frontline

One of lifeblood: "differentiation" to avoid competition blindness

According to the investment analysis and forecast report of China underwear market in 2009~2012, the annual sales volume of underwear in China is over 100 billion yuan, increasing at a rate of about 20% every year. The development of domestic brands is strong and the international influence is expanding gradually.

The market competition is intense, the first comes to earn the money of the latecomers, and the latter is eliminated when the funds are scarce and the profit is thin.

The current situation of China's underwear industry is that the first tier brands rely on capital investment and market opportunities to develop and grow. The two or three line brand has become a "can't afford to fight".

The main reason for the two or three line brand's mud feet is deep homogenization.

Over the past one or two years, dozens of or even hundreds of underwear brands have been on the market at the same time.

Not only is the product design and design homogenization serious, but also the store marketing mode is highly identical, and the two or three line brands are cross referenced and fuzzy.

Consumers often encounter this situation: there are several underwear shops on a street. In addition to the different name of the store, the style design, display method, shopping guide and sales promotion activities of the shop are all the same.

Consumers face the same pattern of underwear shop as if they are fighting "guerrilla warfare". When they pass by, they buy, buy and forget, and the rate of return is very low.

The fiercer competition, underwear enterprises have to fight price war, promotion war and human sea battle in order to compete for market share.

At present, the overall environment of the underwear industry in China is that the cost is gradually increasing and the profit is becoming thinner.

Coupled with the increase in raw material prices and staff wages, industry insiders predict that most of the three line brands and half second tier brands will disappear in 3 years.

Market competition without differentiated positioning can only be a dead end.

In the underwear industry in 2012, the big cake will be bigger and bigger.

Large enterprises or small businesses need to segment products and identify differences.

Not only are products differentiated, marketing channels, terminal sales models, and even brand concepts and store displays need to be differentiated.

Lifeline two: "added value" determines the brand win

The weakness of "strong processing and weak brands" makes most Chinese underwear brands unable to compete directly with international brands.

Consumer demand for high-end underwear is strong, but the lack of brand foundation and refining and pformation technology makes high-end underwear more dependent on channel resources.

Under such a competitive environment, underwear chain came into being and gradually became a climate.

High-end brands rely on self-reliance and end brands into department stores.

In 2012, the big brand product line will be lengthened, and the viability of enterprises will be further enhanced.

For example, love, with the mission of "creating beauty and pmitting love", integrates creativity, technology, culture and environmental protection into fashion. The products cover three categories: basic underwear, body sculpting underwear and fashion underwear. The brand and products include love women, love men, love children, love beauty, Lanka, love and so on, acting overseas high-end brand Bechic store, and have personalized underwear and dress custom studios.

In order to create a high-end brand image, Gong Li has been invited to speak at home and abroad.

Every show is gorgeous and gorgeous, and the pure underwear exhibition is designed as a dazzling fashion show. It not only deepens the brand image of admiration and beauty, but also establishes the concept of underwear culture for consumers.

Underwear brand to enter the electricity supplier team will gradually grow.

In the short span of 3 years, he has had millions of loyal members and won the love of young and fashionable women with her "sweet and bold" Japanese style.

Entering Lan's online store will bring Chinese consumers to the forefront of Asian fashion trends.

And the key of winning the key is the marketing mode of its direct supply terminal, which saves the profit margins of dealers at all levels of the traditional underwear brand, and saves the high rent and huge personnel costs, so as to restore the value.

He also overturned the rules of selling underwear products in traditional retail stores, and all products were returned unconditionally after 30 days' sale, and won the trust of new and old customers with meticulous and meticulous service.

Fashion information, channel innovation and service innovation are not only the added value of the products, but also the intangible assets of their brands.

The development trend of the electricity supplier in the next few years is still strong. However, we need to be alert to the fact that the contradiction between online shops and physical stores in selling prices will weaken the overall profitability of the brand.

Underwear enterprises should pay attention to the price difference between online and offline, as well as the conflict of interests between online and offline distributors.

The processing and manufacturing technology of China's underwear industry is leading all over the world. However, good brands do not give full play to the goats effect, and consumers are too late to establish brand loyalty and brand identity.

The demand for high-end underwear is strong. The two or three line brands do not seek breakthroughs in the homogeneous market of thousands of people as soon as possible, and will eventually be abandoned by the increasingly "picky" consumers.

Therefore, whether it is enterprise self-management, agency marketing or e-commerce marketing, building brand and upgrading ideas are important topics of China's underwear industry in 2012.