2013 Women's Underwear Industry: Targeting High-End Market

< p > looking forward to 2013, it is undeniable that the underwear market is still the most consuming market in the knitting industry, and it is also the most demanding one.

With the gradual segmentation of underwear market, underwear is mainly divided into six categories: bra, underwear, household clothing, thermal underwear, body underwear, and sexy underwear.

Among them, bra occupies 60% of a href= "http://www.91se91.com/news/index_h.asp", underwear less than /a, and is the top priority of underwear.

How to excavate this new gold market? In recent years, underwear brands both at home and abroad are constantly going up, and many enterprises are beginning to enter the high-end market.

From the perspective of the high-end development of these enterprises, there are relatively successful cases and failed cases.

How does the industry view the high-end brand of underwear? What is the future prospect? < /p >

< p > < strong > News playback < /strong > < /p >

< p > Victoria 's Secret (secret of Vitoria), a lingerie brand that makes women chase the world crazily. And every year, Vitoria's secret underwear conference is the fashion female fashion.

Fantasy Bra (dream BRA) is Vitoria's Secret annual launch of sky bra.

The secret dream bra of Vitoria was born in 1996 and reached its peak in 2000. This bra is full of hand cut stones. It is made of 1300 300 carat diamonds and Thailand ruby. It is finally sold at a price of 15 million dollars.

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The "secret price Bra" secretly launched by P has triggered the upsurge of lingerie brand in Vitoria.

On the evening of April 26, 2012, a stunning scene was staged in Macao and Venice. The top underwear brands from Italy, the high-end underwear brand Kinloch Anderson (Kim Anderson), Verdissima (Vandis Mar), Verde Veronica (Fode Veronica), Lady Luck (lucky goddess), LISCA (Li ska), ChasneyBeauty (Australia) and Macao, jointly displayed the fashion influence of the 2012 high-end brand underwear in Asia.

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< p > this event is another great effort made by the Shanghai high-end brand underwear exhibition organizing committee after the 2011 Shanghai Huangpu luxury cruise lingerie show, the annual underwear blockbuster "goodbye, Shanghai".

The exhibition focuses on high-end brand underwear enterprises at home and abroad, creates high-end brand underwear service platform, and integrates marketing and promotion from brand development concept, product design, brand culture and marketing.

The final purpose of the exhibition is not only to show itself to the public as a trade show, but also to the brand and designer, which is the only way to this huge high-end underwear brand market, and to make a forward-looking exploration of the future direction of China's high-end underwear brand.

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< p > at present, with the continuous improvement of living standards, Chinese women generally have a high purchasing power. So many underwear brands at home and abroad have launched high-end series, especially high-end fabrics, unique tailoring, latest technology and other selling points to attract consumers. The underwear brands such as Vitoria's secret, Wacoal, love, Ordifen, ancient and modern, and erbrin are not only the underwear production technology, but also focus on creative design to bring women's pure and fashionable aesthetic experience.

According to statistics: in 2011 and the first three quarters of 2012, the volume of retail sales of lingerie products in key large retail enterprises increased by 3.19% and 1.09% respectively.

At present, the development of China's underwear industry is the huge increase in consumption caused by economic development and consumption upgrading. This means that the understanding of fashion in China is changing rapidly with the rapid economic growth, including the trend of fashion.

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< p > China's high-end underwear market is expanding.

China's underwear market has annual sales of over 100 billion, and is growing at an annual rate of nearly 20%. It is known as the last gold market of the garment industry.

In the overall market, women's underwear accounted for 60%, becoming the top priority of the underwear industry.

With the increasingly fierce market competition, the rising cost, the gradual pparency of underwear prices and the gradual upgrading of the national economy, the share of low-end underwear products will be more and more crowded.

The demand for medium and high end underwear will be higher and higher, and the market share will also be higher and higher. The growth rate of middle and high end underwear will exceed the level of mid low end underwear.

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< p > in the eyes of many famous underwear brands that want to enter the Chinese market, Chinese consumers are getting richer, but they are also very conscious of price.

They are not only inclined to cheap goods, but also willing to pay higher prices for better quality.

Especially in the high level competition of underwear market in China's second tier cities, it not only drives retailers to expand continuously, but also allows many new brands at home and abroad to compete in the high-end market.

Women are still the main target consumers, not only because the per capita consumption of female consumers is large, but also because Chinese women tend to control their male partners' buying behavior.

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< p > < strong > > a href= "http://www.91se91.com/news/index_f.asp" > Wacoal < /a > - locking middle end consumption level < /strong > /p >

In 2012, Wacoal launched a new lingerie brand, Mei Sha, for China's mid market P.

In June 22nd, the first love shop was unveiled in Beijing.

The brand locks 20 to 28 year old young women who are keen on fashion and pursue quality life. They plan to open more branches in Beijing by the end of the year.

In 2013, Wacoal will also enter Shanghai, Chengdu, Guangzhou and other domestic second tier cities to expand its coverage.

Wacoal's goal is that by the end of 2014, there were 130 stores in China, which sold 130 dollars, and the sales volume reached 12 million 800 thousand dollars, accounting for 50% of the total sales in China.

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< p > Love Rose comes from French, ROSA represents the rose that symbolizes love and happiness, and BELLE represents beautiful and charming woman.

Brand DNA - grasp the fashion trend, create a very creative sexy design; wear comfortable, fit heart; close to the people price, high quality and high performance price ratio.

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< p > compared with the luxury underwear brand, the price of love rose underwear is 50% to 70% lower.

The bra sells for a maximum price of $28.20 and the highest price for underwear is $12.50.

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< p > Wacoal's core consumer group is high-income consumers, but she loves to pass on the philosophy of happy underwear to Chinese young women at an affinity price.

At present, Chinese women's underwear choices usually go to two extremes: cheap underwear or expensive underwear.

Wacoal said that there is great room for consumer demand for mid end products.

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< p > strong > admiration -- < a href= > http://www.91se91.com/news/index_c.asp > dress > /a > /strong > /p >

< p > March 31, 2012, in the first workshop of Beijing 798 Art District, the 2012 swimsuit conference was released.

In this cold spring evening, admiration brings a fashion feast to the people.

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The "P Rio dance" series bears the brunt of the fresh and moist air of Amazon, which is a charming sight of the primeval rainforest.

Then came the "tatlace", a series of complex lace, embroidery and flower crafts.

The "romantic sailor" series creates colorful naval features through various styles of cowboy sensory fabrics, blue and white striped sailor's shirts, rivets, pins and navigation badges, and the addition of cartoon patterns enhances the fun and pleasure of products.

In the series of "red passion", designers use red flashing fabrics to match metal decoration.

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After P, Zhang Hongyu, director of design, said: "at present, many people have lost the pleasure of savoring life and lost the rhythm of planning their own life. It is dull and dreary.

This conference hopes to ignite passion and release emotions through four themes: Rio hot dance, romantic sailor, tatlace and red passion.

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< p > < strong > E. brin -- aiming at reasonable high consumption < /strong > /p >

< p > EBLIN (Ebeling) is the French fashion style lingerie brand with the combination of fashion elements and classical features, which is the Korean ELAND (attachment) group. Its basic concept is: gentle, luxurious, fashionable and noble.

The name "EBLIN" comes from the name of a beautiful French noble woman.

Among them, E=Elegant, B=Beautiful, LIN=Lingerie.

The brand image of "EBLIN" is the dressing room of French ladies. The whole style is mainly sexy, noble, fashionable and elegant.

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The target customer group of "P", "emblin", is an urban woman who likes romantic luxury style and fashion sense at the age of 25. On the basis of endowing women with exquisite and beautiful classical temperament, they have modern sense and city sense.

"Brin" provides customers with a sense of dignity and a reasonable price area.

The products of "emblin" mostly use jacquard fabrics and lace decorations, mainly reflecting a party style elegant culture.

Its colors are mainly ivory, color, peach, black, white, violet, red, dark purple, gold, silver series, etc.

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< p > < strong > editorial comment < /strong > < /p >

< p > with the improvement of people's quality of life and the awakening of consumer awareness, consumers are paying more and more attention to underwear, especially women's demand for underwear.

Consumers have a positive attitude towards the high-end strategy of underwear brand in China, and they are full of trust and expectation for their future prospects.

However, it is undeniable that "quality" is still the key word for the success of lingerie brand.

First of all, consumers think that "quality improvement" is the symbol of high-end. Secondly, consumers are most concerned about the "quality gap" between domestic brand products and imported products at the same price.

Therefore, the domestic high-end path of underwear brand, first of all, is the path of quality improvement. Only by making the quality up and down, can we get the recognition of consumption.

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< p > from the perspective of the long-term development of the industry, Yang Shibin, President of the China knitwear industry association, pointed out that culture is the core driving force of the underwear industry and the core competitiveness of the future development of enterprises and brands. Culture determines the position of the enterprises, industries and countries in the global competition.

Now there is a trend of homogenization in the whole world. Excellent enterprises have been scramble for product quality and marketing mode to become the key to the success or failure of enterprises in the global position.

From the present point of view, all the famous underwear brands of the world are integrating their culture into fashion clothing products, with profound cultural connotations and distinct national characteristics.

And Chinese underwear must also take the local culture as the cornerstone of the brand development of the enterprise, forming its own unique culture, and constantly enrich its connotation, and precipitate its own unique advantages.

Secondly, we should understand the characteristics of enterprises and brands, and combine them with stylization, marketization and cultural concepts. The characteristics of enterprises and their unique brand characteristics are the foundation of enterprise development. However, without digesting and subliming, forming a certain style and culture, it will also affect the market share of the brand and even the improvement of enterprises, and it is difficult for consumers to evaluate the value of enterprise products.

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