2012 Underwear Two Or Three Line Brand Must Break

At present, China's underwear industry has appeared "three oriented" phenomenon: product homogenization, conceptual ambiguity, and competition are becoming more intense. Front-line brands stand out from the crowd, the two or three line brands are stagnant, underwear chains are becoming more and more popular, and the demand for high-end underwear products is increasing. In 2012, China's underwear consumption was more intense on the "high-end" demand. The two or three line brand had to break through in order to survive, and the direction of differentiation and branding is still the focus.

The main reason for the two or three line brand's mud feet is deep homogenization is serious. In the past two years, dozens or even hundreds of them appeared. Underwear The phenomenon of brand appearance 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 names of stores, the style design, display methods, sales techniques of shopping guides, and even the products in stores. Promotion The discount activities are exactly 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 China's underwear industry is the gradual increase in costs and the thinner profit margins. Add Raw material Price and employee wages are rising. Some people predict that most of the three line brands and half second line brands will disappear in 3 years. Market competition without differentiated positioning can only be a dead end.

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.

In the underwear industry in 2012, the cake will be bigger and bigger. Large enterprises or small businesses need to segment products and identify differences. Not only products should be differentiated, marketing channels, terminal sales models, and even brand concepts and display of stores need to be differentiated, so as to enhance the added value of brands.