2012 Underwear Two Or Three Line Brand Must Break

At present, China's

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

In the past two years, dozens of underwear brands have appeared 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 lingerie shops on a street. Besides the name of the store, the style design, display method and shopping guide of the product are different.

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.

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.

No differentiated positioning.

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 and brand promoted.