Underwear Market Development Breaks Through Traditional Channels

< p > market share and profit margin are tangible assets, and brand is intangible value. The perfect combination of these two brands will be another world for brands.

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< p > with the change of people's consumption concept and the improvement of economic level, the development trend of young fashion underwear is strong, forming a new force and becoming the main force in the field of underwear.

When FENDY, Ai Mei, RUBII, Shang sixteen succeeded in occupying the market of young fashion ladies, many brands began to enter this field.

Underwear marketing experts once said that young fashion underwear would be the last "gold mine" in the field of underwear.

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< p > strong > shopping mall still dominates < /strong > /p >

< p > many department stores began to adjust their counters accordingly, leaving a position for young fashion lingerie brands to enter such brands and increase passenger flow.

According to the 100 valid questionnaires, 72% of the products purchased in the shopping mall counters were priced at 100~300 yuan.

These data indicate that the consumption of young fashion people in China is increasing. Young fashion ladies are paying more and more attention to the wearing of underwear, and have formed a fixed consumption concept.

It is easy to see that with the continuous improvement of people's material living standards, young fashion ladies choose fashionable and fashionable underwear has become a trend, and this trend has also triggered the recognition of young ladies in China for fashion underwear.

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< p > according to consumers, the brand that takes the fashion design route in the domestic independent brand has the brand name of the young brand of an Li Fang, which has gained nearly 100 million yuan in less than two years after the launch of the market. It also inspired the brand to enter the field.

Shang sixteen has also been fortunate enough to join the wave and steadily expand the market share of its own brand on the basis of establishing a unique brand image.

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< p > except for large and medium-sized shopping malls, including shops, shops will still be in a dominant position. Professional market, distributors and agents are still the main force in the middle channel.

Idealization, health, fashion, branding and internationalization will become the obvious characteristics of underwear circulation and consumption. In the marketing of young audiences, catering to the consumption habits of young people nowadays, standing on the position of a friend rather than the position of a salesperson is more likely to make a young brand popular among the people.

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< p > < strong > breaking through traditional channels < /strong > /p >

< p > there is no essential difference between the marketing channels of young fashion underwear and the channels of similar brands abroad, which are carried out through the two channels of tradition and electricity supplier.

A few high-quality brands of young fashion underwear in China are distinctive brands that are formed through the establishment of traditional sales channels, the development of brand culture and the appreciation of brand assets. Many of them are new brands developed on the rise of online sales platforms, and new young underwear brands focus on the construction of e-commerce platforms. These brands can win the price, but they neglect the development space of traditional channels.

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< p > foreign brands have developed earlier. They are good at breaking through traditional channels and expanding overseas markets after developing the domestic market.

If we enter the Chinese market, we will use the international exhibition to find agents, authorize operators, pay the royalties by operators, and have the right to carry out product development, production and sales.

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< p > despite the fact that many brands already have superior customer resources and relatively high popularity under the Internet, e-commerce is the trend of the future for traditional enterprises.

Traditional enterprises should be able to see the direction of development, layout e-commerce early and seize the future market.

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< p > the channel pattern of young fashion underwear can be divided into two parts: entity channel and online shopping channel.

The physical channel is the mainstream consumer channel of department stores, brand Direct stores, agents for franchised stores circulation channels, and online shopping channels mainly use Taobao mall as the main selling platform.

At this stage, the sales channel of the brand is the most traditional channel, through the department store and SHOPPING MALL as the main channel of brand marketing promotion. With the rise of online shopping market, the brand independent online shopping platform and comprehensive B2C platform will continue to expand in the future.

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< p > it is understood that the construction of the sales channel of the brand is perfect. There are more than 900 independent counters and stores in the country covering the main consumer markets of Hongkong, Macao, Kita Kamihiro and other second tier cities.

Relying on the strong strength of the group, we will enter the high-end shopping malls and SHOPPING MALL, build brand image stores and develop the terminal channels.

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< p > < strong > promote personalized marketing mode < /strong > < /p >

< p > Europe's new Pop-Up Store shopping has attracted many luxury brands to welcome this model.

Also, this is a new sales model.

In 2012, the "FENDY COME&PLAY magic pioneers party" held in Chengdu and Guangzhou, with the help of the most fashionable form, brought the most fresh fashion trend to consumers in Chengdu.

At the same time, this is the first Pop-Up Store in the underwear industry.

Pop-Up Store, also known as the guerrilla concept store, is a brand new sales model.

This mode has always been a lure for Chengdu consumers who have always been in the forefront of fashion.

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< p > while Shang sixteen adopted a variety of formats to expand channels.

Zhu Meifang, deputy general manager of Shanghai ancient and modern underwear Co., Ltd., said: "sixteen is still attached to the brand value of mature and mature today. Besides the rapid expansion of market share in the nationwide brand chain stores and franchising chains, the new marketing formats are being promoted according to the continuous pursuit of life by young consumers, such as the concept stores, fashion shops and e-commerce, etc., to create a brand new image of Shang Shiliu."

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< p > Zhu Meifang also said that the development of high quality boutiques and chain stores will still be the main direction of channel construction in the future sixteen. Besides the breakthroughs of concept stores, fashion shops and e-commerce, the functions of professional exhibitions such as overall image promotion, new product marketing, professional information collection, and multi-faceted public relations are also concerned and actively carried out by enterprises.

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"P" and "Fei Di Shi" believes that the future development of China's high-end underwear market will depend on the gradual changes in the demand for high-end underwear market. There are several main points: competition in technology, style, brand awareness and so on will rise to the competition of core values such as brand equity and culture.

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