Underwear Consumption Enters A New Era

Today's luxury may be tomorrow's mass consumer goods. Is the underwear brand ready?

"Women's underwear is much more expensive than houses. The price of a high-end bra is 600 yuan, with an area of only 0.02 square meters. Accordingly, the price of bra for 1 square meters is over 30 thousand yuan. This micro-blog has been crazy about the Internet, attracting millions of netizens.

Bra is a typical "imported product". Traditionally, Chinese women have only a vest, a belly pocket or a chest cloth.

Chinese culture is the opposite of European and American culture. European and American culture believes that the human body is beautiful and can be displayed. Chinese culture believes that the human body is ugly, at least it can not be displayed to people (open Tang Dynasty is an exception). Therefore, the way Chinese dress is to wrap up the human body as much as possible. When it comes to the extreme, the trouser legs are also wrapped up. Women wear skirts and men wear gowns.

In the early years of the Republic of China, the bra came from the west, but only celebrities like Ruan Lingyu had a chance to try it. After the founding of new China, especially in the period of cultural revolution that did not like red dress and love armed forces, men and women were deliberately sedulous. In the slogan of "burning Bra", Chinese women's remaining small belly pocket was also burned. Men and women wore "old men's shirts" type of big vest, but women's Vest styles were slightly different. Therefore, modern women use brassiere, or after reform and opening up.

After just over 20 years of development, China's underwear industry has begun to take shape. As many as 10000 enterprises, annual production of more than 10 billion, sales have reached more than 100 billion yuan. And in the next 10 years, it will increase by 20% annual growth rate, attracting many businesses to enter the industry.

With the improvement of living standards, modern women pay more and more attention to bra. The bra brands and categories in the market are much more crowded, and the price of bra products is also rising.

The price of branded bra is three hundred or four hundred yuan, or even thousands of yuan. And the quality of bra is not guaranteed. Miss Li, who works in a college, said, "like my favorite Ttiumph, it was about 200 yuan, and now it can only be purchased at discount stores."

Reporters visited various shopping malls in Beijing, and found that sales of brassiere were spread in shopping malls, supermarkets and even big markets. Cheap dozens of dollars can be bought, high prices and even hundreds or thousands of yuan.

Women's underwear counters located in Beijing Xinguang World Shopping Mall, because near the "38" festival, many women choose brassiere. Many famous brands such as Ttiumph, Adam and so on have also done many preferential activities. The reporters compared the fabric composition of women's bra, and found that most of the bra was made of cotton, polyester fiber, nylon, spandex and other materials as the main fabric, and lace and diamond were selected as decorations. Because of the difference in style and price difference, high-end branding products still dominate foreign brands.

It can be said that China has spent only twenty years from a country that knows nothing about bra to a large country of bra production. However, in recent years, bra prices have risen all the way. For some female consumers, branded bra is becoming more and more like a luxury. Just like the beginning of the article, Miss Li said.

The reason is that some brands adopt the strategy of "skimming pricing", that is, when manufacturers push the new products to market, they use some consumers' novelty mentality to set a high price, such as skimming the fat layer in milk, obtaining some profits from them first, and then lowering the price to suit the needs of the public. This is the so-called skimming pricing strategy, which is considered to be a smart pricing strategy.

Because all kinds of consumers have different consumer psychology because of their different income, so they have different needs for products. Especially for new products, consumers with new mentality are always willing to try new products first, while other consumers prefer to wait and see, making full use of the psychological characteristics of consumers.

The biggest advantage of skimming pricing strategy is the gradual promotion of high price and small batch, which enables enterprises to understand the market response and take countermeasures to avoid the risk of mass production of new products.

The biggest drawback of skimming pricing strategy is that it does not point out how high the price is. If we want to set a suitable price, we must use other pricing methods, such as perceived value pricing.

Generally speaking, skimming pricing strategy provides us with a train of thought, that is, if the price is high and low, it can bring huge profits to the enterprise if applied properly. But the premise of its application is that products must be able to attract consumers, that is, products need to be innovative.

When a product changes from "novelty" to "necessity", the novelty does not exist.

Some people say that brassiere is not only a luxury product but also a fashion product. In recent years, "underwear wear" and "bra fashion" are popular. However, in most cases, it is only a concept. "Underwear wear" can only be achieved on T stage or stage. It is impossible for Madonna to walk alone in two conical bras. In addition, a bra is not like a mink coat. It only wears one or two months a year, and it can be worn for a lifetime if it is well maintained. Brassiere is close to wear, will wear, aging, people's shape is constantly changing, so bra can only be consumer goods.

Not long ago, some experts said that China has become a moderately developed country, and people have different opinions on it. But the fact is that China is moving towards prosperity, followed by changes in lifestyles and consumption patterns. That is, there will be a large number of consumers will change the inherent consumption habits, try new products, this will also be an opportunity for underwear brand.

Let's look at the secret of Vitoria again.

The "secret of Vitoria" has made a market investigation from the very beginning. Since the age of thirteen, American women spend about 200 underwear on their lives. Its founder, Roy Raymond, adopted parity strategy at the beginning of its brand building. Until now, its price is not high. Its official website's bra price is mostly between $30 -60 and the underwear is mostly in ten dollars. In the discount season, the bra price is more than $19. At present, the average monthly income of the Americans is mostly between three thousand or four thousand dollars. Therefore, for American consumers, although the price is not "cabbage price", it is as easy as buying a T-shirt. Moreover, the models range from 32A to 40DDD, which basically meet the needs of consumers.

The situation in China is almost the same. Even thrifty adult women always buy several new bras a year. At present, the monthly income of Chinese office workers is mostly three thousand or four thousand yuan. If buying a bra will cost 1/3 or even 1/2 of the salary, it can not be said that it is a bit overwhelming.

It should be said that the branding of local bras has already done quite well, but up to now, there is not a brand with the absolute superiority as the "secret of Vitoria" in the Chinese market. Domestic brassiere market is polarized, the price of brand products is high, and the quality of low-end products is unstable.

In an early stage of industrial development, rare goods can only be owned by a few people, which is an objective law. However, as the whole society goes from poverty to prosperity, the luxury goods that minority people will eventually become mass consumer goods.

Some experts have revealed that in 2012, consumption contributed more to economic growth than investment, and became the first engine to stimulate economic growth. According to the statistics of National Bureau of statistics, the contribution of consumption to GDP was 51.8% in 2012 when GDP grew by 7.8%. This is rarely seen in the past 10 years, suggesting that consumption has exceeded investment and has become the biggest engine of China's economic growth. According to various factors, in spite of the simultaneous existence of factors driving and restraining consumption growth in 2013, the driving force of China's economic growth remains strong, and consumption will continue to be the first engine of economic growth.

In addition, the continuous urbanization movement is also one of the driving forces of consumption growth.

It is estimated that in the next 10 years, there will be another 100 million people from rural areas to urban residents. Farmers and urban residents have different lifestyles and are dressed differently. A girl living in the countryside has a relatively simple function and variety of clothing, except for different seasons. clothes It can be roughly classified according to "underwear" and "coat". At most, a new set of clothes is worn on some festivals or ceremonious occasions. But if the girl comes to the city to become a working member, her wardrobe will be enriched gradually: there are formal clothes for work, home clothes, sportswear, casual wear and, of course, bra.

There is an old business saying, "if you want to send, people will scrape". When the price of a product goes up, it will lose a large number of users.

If we can make this working girl who has just come from the countryside to become a potential user, it will decide the future of some underwear brands.