Hangzhou Brand Is Committed To Creating The Perfect Underwear Paradise.

As the capital city of Zhejiang, a large province with large population and economy, the vast market development space of Hangzhou has made countless underwear brands salivate. Almost all the underwear brands in the country can find their own living space here.

Marco Polo, the traveller of Italy, praised Hangzhou as "the most beautiful and beautiful city in the world". Its beauty and luxury are not only due to its pleasant scenery, but also to Hangzhou's clothing and costumes. The history of Hangzhou's textile industry has a long history.

Today, Hangzhou is still textiles.

Heaven.

In 2011, Hangzhou's GDP reached 701 billion 180 million yuan, and the per capita income of urban residents reached 45 thousand yuan, ranking the highest in the country.

The huge market capacity and the high consumption ability of Hangzhou people have also promoted the underwear industry in Hangzhou. It has not only spawned several local underwear brands, but also attracted many brands competing for the market.

The market capacity is large and the brand is complete.

Zhejiang

Agent wholesale circulation center in Hangzhou, and Hangzhou's underwear wholesale market is relatively concentrated in several integrated wholesale markets of the automobile east station, such as Hangzhou automobile east station small commodity market, Hangzhou Dongsheng clothing small commodity market, angel clothing wholesale market and so on.

These large markets are located in the East Gate traffic hub of Hangzhou, with convenient pportation and convenient pportation.

Among them, Hu Jifeng's Kiki underwear is the bigger one. The agent is mainly the three line brands in Chaoshan area, such as pun ban and Qiao Danner. Here we can also see the gold Office show and the Zhejiang Office of Lu Shi Mei, and the Material Building and Dongmen building not far from here are also stationed in the Zhejiang Office of Xia Dai Fang and Yi Manli.

In Hangzhou, almost all the underwear brands in the country can be found here.

Zhejiang has a large population base, strong economic strength and high consumption ability. It is a very important market for many underwear enterprises. Zhejiang is also one of the three major underwear cluster belts in China, with large market capacity, but fierce competition.

In the Zhejiang market, Asia can achieve about one hundred million sales in one year, but its general manager, Wang Xuefeng, thinks, "not yet 1/10, the potential has to go deep."

On the overall effectiveness of the brand, Wu Yongxin, chairman of water flower, believes that the Zhejiang market is more conducive to the realization of the overall effectiveness of the brand than the Guangdong market. "Because Zhejiang's overall consumption capacity is relatively average, the consumption level of consumers is relatively high, and the demand for internal beauty is also constantly improving."

Local brands divide and rule

Huge underwear market capacity and unlimited consumption potential not only attracted many underwear brands to enter, but also nurtured several major local brands.

The development of local brands has become a highlight of the underwear market in Hangzhou. The water flower, Ya Xi and Xiu Dai are all on the way to their brand development with their different brand positioning and operation methods.

Among the three major brands, water flowers start the earliest and do the best.

After years of market cultivation, the water flower has formed a certain brand reputation in Hangzhou area. There are dozens of direct franchise stores. Its location is high-end, and the consumers are locked in middle and high income white-collar workers. The storefront is mainly concentrated in fenggong Road, Yanan road and Jiefang Road.

Different brands are different in their network, channel and brand positioning, and the market is constantly changing. So how to control the market in this change? Wu Yongxin uses brand trump card. He said, "the market is diversified, each market has different consumer groups, and there are different brands. The degree of its development is related to the advertising investment and brand publicity of enterprises."

Wang Xuefeng, general manager of Asia, believes that the development difficulty of Asia is the promotion of brand awareness and awareness.

Therefore, this year, in the channel structure, Asia will also make significant changes, the next step will be stationed in Yintai, ocean department stores and other shopping malls, so as to build brand height, through the mall channel to drive the sale of offline stores.

"The underwear market in Zhejiang is very large, and its development is not very mature. At present, there is no brand in absolute monopoly."

Zhang Jingqi, general manager of Xiu Dai, said.

From the brand positioning, style positioning and management practices, she believes that Xiu Dai is not complementing the two major local brands such as Shui Hua and Ya Xi, and is complementary. The three brands have their own core strengths and weaknesses in the Zhejiang market.

Consumption is strong and competition is fierce.

Strong consumption ability and fierce competition

In the current layout of underwear brand in Hangzhou, the first-line brands usually use self run way to enter the large department stores. In Hangzhou Tower and intime, you can see the high-end brands such as Wacoal, Adam, Ttiumph, and Li Fang.

In the slightly lower Hangzhou department store, besides the high-end brands such as Wacoal, Ann Li Fang and mani fan, there are several second-line brands such as ancient, modern, Sang Fulan, Diana and so on.

Hangzhou people are neither superstitious nor trustworthy with regard to their brands.

"Zhejiang people pay more attention to the quality of their underwear consumption, and their consumption is more rational. If the quality is excellent and the price is higher, they can accept it," said Hangzhou, an agent of Fu Ni Lai.

When we visited a few large department stores, we found that Hangzhou people were very willing to spend money on underwear. Hundreds of dollars of underwear were bought without blinking.

Wang Xuefeng, general manager of Asia, said, "if franchisees are lack of autonomy and initiative, they will not join the team with a mentality of doing business, and they will grow bigger together."

Wu Xuefeng also talked about similar problems, her franchisee can not do "one person open many stores", opened to second stores can not manage.

In the face of this situation, whether brand agents or agents are constantly strengthening the guidance of franchisees' management ability.

Such as Xiu Dai, the terminal has a complete set of franchise management system, from site selection, shop opening, store operation, personnel, goods, promotion, store management and maintenance, customer analysis has a set of standard system.