The Changing Underwear Industry Needs Further Integration And Upgrading.

China Underwear The market is a developing one. market 。 Each underwear category has its own strong brand, and each strong brand influence is mainly in one category. In the same category, different regions often have different dominant brands, and different brands dominate different regions of the market. Even the same is true for talented people. Being good at making small underwear is tricky for the thermal underwear market. They are not good at macro market operation. They are good at making thermal underwear but not good at storefront management. But there are obvious signs that integration and centralization are in progress.

Bad channel environment caused by excessive irregular competition in department stores. brand To create enormous challenges, consumers often underestimate the value of supermarket channel sales products, so that the middle end brands have entered the department store industry, forming the brand's high reliance on the department store industry. And the fierce competition between department stores and department stores makes the cost of channel increase rapidly, and the retail price is unreasonably high. When the retail price is too high, how to support the forced retail price is a problem that every brand must consider. Brand quality and consumer recognition have become important considerations in brand strategy.

A full-fledged dealer group, on the one hand, the thermal underwear as an alternative to the underwear market, has cultivated and imported a large number of underwear dealers who have strong financial strength and independent market operation ability. They are good at distributing and investing in the market, but most of them lack enough awareness of raising store efficiency and store management tools. On the other hand, although branded brand dealers often come from single store owners, they are good at store management, understand and care how to tap potential from single stores, but because the main bra brands are directly operated in the first tier cities or even some two tier cities, brassiere dealers often do not have the opportunity to operate large capacity market, nor do they need large amounts of capital investment, so they often do not have a large amount of capital strength and independent market operation ability. The underwear market has not yet been nurtured.

The maturity of underwear brand franchised stores needs a brand of appealing brand plus four seasons products that can support enough sales volume. The key lies in the fact that the brand relies mainly on the dealer system rather than the proprietary system. The market lacks the strength of the brand, often does not have a lot of resources to support itself, and basically relies on distributors. However, its product line width and the brand's low appeal to consumers often make single store sales unable to support the brand while making profits. Although a strong branded bra brand has strong brand appeal and product design advantages, it has basically chosen self competition because of its competitive relationship with history. Although the two or three tier cities are handed over to dealers, it is generally preferable to supply self operated terminals in the supply of goods to ensure a high level of guarantee and adopt discriminatory policies for dealers. All these restrict the development of underwear brand exclusive stores in the past.

The impact and the joint effect of thermal underwear are obvious. There is no doubt that thermal underwear is the most vigorous and highly developed category in the underwear market.

By drawing lessons from the short and fair express mode of health products, a group of excellent health care products dealers and followers enter the underwear industry. They experienced or saw the magic of high input and high returns in the health care products market, and brought this "magic power" and "courage" to the thermal underwear industry. This will split the seabed market which was originally a calm and steady underwear market. In this special zone, short heroes and stars emerge one after another. For the first time, the underwear industry has become the focus of public attention through the high frequency media advertising. Thermal underwear in the underwear field occupies the nests of the eagle's nest. It doesn't have the characteristics of underwear or even clothing marketing mode, but it takes up the scenery of underwear industry. When gold mines are wildly overexploited in the short run, like other products in the Chinese health care industry, thermal underwear as a product is hyped to the extreme, and it will go bad and will be stripped of its exquisite Hua Gong, showing its regular appearance. If a health care product dealer often hesitates to give up the "brand" and products of the gang, he will play the role of another brand new product. But thermal underwear dealers are not so lucky. Their channel network resources and experience only allow them to run new brand "thermal underwear" instead of new products. Without product innovation, there is no new profiteering.

Each category has already passed the initial stage of development, and the integration period will come, including bra, pajamas and household clothes, traditional underwear.

Bra. When the high-end brands of this category begin to promote high-end Bra in China, the target population can only be mature women with the ability to consume, because only then can they have such consumption ability. Almost all the major brands followed the "Red Sea". Over the past twenty years, the development of economy and consumption has led to the emergence of the new blue ocean: brassiere bra. A more individualistic but slightly green young girl, a more youthful mentality society, enables us to locate differences among youthful people who are generally 16-28 years old and have their own views on sexy. They know how to express their own advantages to delight themselves in attracting others, rather than relying on the commonly used representations of society. Youth, vitality, openness and self-confidence are the sexiest instruments. They know this better than anyone else. Besides, girls' needs and sports needs have become the basis for further subdivision of bra style. Shorts were also enriched in the same period. T-BACK, S-BACK and so on are one of them. Different occasions, different collocations and even different mood have become the reasons for buying many different bras. The era of small underwear market is further segmenting, personalized development and hundred flowers bloom.

Pajamas and home clothes. It is obvious that pajamas and home clothes consumption can better reflect the quality of life and the taste of life. Pajamas and home obedience begin with packaging and display as an accessory sales in the underwear area, and develop into the most expensive counters in the most high-end department stores. With the continuous improvement of the retail prices of products, the product styles, fabrics and colors are more diversified. In a sense, the premise of subdivision is that there is enough market capacity to support more detailed classification, so it has also proved the rapid development of this category. In the so-called underwear "black October" in 2005, the sales of all kinds of nightgowns and household clothes in general stores are generally 30-40%, which indicates that the high-end consumption is growing rapidly. Economic development and lifestyle changes promote pajamas and home clothes Market At that time, it impressed all the store managers and underwear dealers, and led to the heat of pajamas and home clothes in 2006. At the same time, we found that this category did not have a strong national brand. Although some brands have a certain reputation, the main influence is limited to a certain area. Swimsuit is developing steadily. The only well-known national brand that can be recognized by consumers is not able to maintain brand value through correct strategy. Frequent inventory clearance and special offer make it easy for consumers to think that there is no high-end brand in this category. However, the existence of high-end bra and pajamas Market is unquestionable, indicating that the high-end swimsuit market exists. The outstanding performance of high-end swimsuits under individual bra brands is a clear proof. Other categories such as sexy underwear and children's underwear have also begun to develop independently.

The development of traditional underwear in China has undergone three revolutionary innovations. As a result of the first generation of thermal underwear, they only made slight adjustments to the products, but successfully introduced the marketing mode of health products. This is an innovation from the point of marketing promotion. This advertising campaign has made the underwear industry highly concerned by the society and has been touted by the investors. Another favorable result of the campaign is that the underwear consumption level and product price have been greatly raised. The third time is the so-called "fashionable underwear", which we call the second generation thermal underwear. This innovation is mainly carried out on the products, and the more colorful colors, the design elements of clothing and the design of the terminal props are taken into account. These changes can be regarded as the return to the conventional underwear and the revision of the thermal underwear revolution. The first time is the introduction of high quality underwear by the conventional underwear brand, which promotes consumers to pay attention to the quality of underwear and invest in it. This is the product innovation; the second is the so-called "thermal underwear".

For the third so-called change, the result is obvious: the first generation of thermal underwear is basically gone, and the second generation of thermal underwear is still alive. However, this achievement is also limited. Seasonal positioning of products and brand positioning in the minds of consumers make sales mainly completed in autumn and winter, and sales sites are often located in seasonal thermal underwear areas. In addition, brand operators lack their own capital investment, which leads to more and more dependence on dealers' funds. This ultimately makes the long-term vision and detailed requirements that the high-end brands should have failed to implement. Fundamental changes -- truly implementing store management and upgrading store efficiency -- can not be achieved. And in terms of consumers and department store managers, the concept of fashionable underwear does not exist. They are thermal underwear.

To sum up, the changing underwear industry is looking forward to further integration and upgrading.