The Battle For Men'S Brand Underwear Market Is About To Start.

< p > with the trend of consumption upgrading in the local market in recent years, the demand for underwear products is getting higher and higher, and the demand for products is also becoming more and more individualized.

But unlike the development of women's underwear, there are still few strong brands in men's underwear brand market.

The status quo of this industry is both an opportunity and a challenge for men's underwear enterprises.

In this regard, which doorway Nuggets market should be adopted by enterprises? < /p >

The battle for men's brand underwear market has just begun. < p >

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< p > "although there are many enterprises involved in men's underwear, there is not a strong brand in the men's underwear industry."

Liang Haibo, a, target= _blank href= href= http://www.91se91.com/, the general manager of Clothing & amp; /a (Hongkong) International Co., Ltd.

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< p > at the same time, the huge consumption potential of men's underwear also makes many enterprises have a strong demand for men's underwear market.

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< p > a brand number of men's underwear market research shows that in the men's annual underwear consumption expenditure, the consumption amount of 500~800 yuan / year expenditure ratio reached 39%; the proportion of people living in 800~1500 yuan / year expenditure reached 19.3%, while that of over 1500 yuan / year was 11.6%.

Research finds that consumer spending on men's underwear is showing an increasing trend.

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< p > but unfortunately, consumer satisfaction with men's underwear has not kept pace with the popularity of men's underwear market.

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< p > the brand survey shows that only 37.5% of the consumers are satisfied with their men's underwear now, only 8.4% of them are very satisfied, and 49% of the consumers have a general attitude towards buying men's underwear.

Among them, the limited choice of styles is the main factor that the respondents are not satisfied with the men's underwear. Secondly, the color of the products is not up to the trend, which is also the main factor for consumers to criticisms.

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In the face of men's underwear market, how can enterprises steer the future market? < /p > p

< p > < strong > personality demand is a new growth point < /strong > < /p >

< p > "the style of men's underwear is very monotonous before. Maybe there is not much difference in style between teenage and 40 year old men's underwear, and the types and styles of men's underwear are very limited."

In Liang Haibo's view, this situation has changed greatly in recent years.

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< p > "men's underwear is becoming more and more differentiated and serialized."

Liang Haibo told us that its brand is aimed at introducing different products to men of different ages.

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< p > "our men's underwear products have a relatively large age span for consumers, and men from 8~55 years old are our target consumers.

In this regard, we also introduce different products.

For young people of 8~18 years old, what we advocate is a series of juvenile products. For 18~35 year old consumers, we have a variety of styles such as fashion style, underwear styles, patterns and colors. For 35~55 year old men, we advocate the classic business series, and the color mainly depends on the dominant dark colors.

Liang Haibo said.

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< p > personalized products such as color, style and so on have become an important trend in the development of local men's underwear industry. Compared with European and American markets, the styles and styles of men's underwear products are relatively simple, but their requirements for underwear comfort are very high.

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< p > "in the consumption of underwear, everyone may have different patterns and preferences, but first of all, it is necessary to ensure the comfort of underwear under the premise of the derived consumer demand."

According to Ceng Jianxing, general manager of AB underwear e-commerce, the comfort of men's underwear is higher than everything else.

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< p > for this reason, AB underwear has developed a series of high-end underwear, which is mainly environmentally friendly and comfortable.

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< p > "our high-end men's underwear is actually the original ecological underwear, without any dyeing, because the fabric will be stained with formaldehyde and other harmful additives after dyeing."

Ceng Jianxing said.

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< p > at the same time, Ceng Jianxing told us that the products developed by ab underwear in recent two years are basically dominated by comfort, and most of them are natural fiber products.

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< p > consumers' high comfort requirements for underwear consumption will inevitably make them pay close attention to shopping experience when buying underwear, and understand the feel and comfort of underwear fabrics through direct contact with products.

In this regard, online channels in the future men's underwear market whether there is still a chance? < /p >

< p > < strong > power business provider < /strong > /p >

"P >" 2010, AB underwear began to promote e-commerce channels.

At present, our online sales account for 10% of the total sales volume. "

Ceng Jianxing told us that although the share of online sales of AB underwear is not large at present, its development speed is very fast.

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"P >" the convenience of online shopping has made the development of the electricity supplier in the past two years amazing, almost at the rate of 100%.

We expect next year's online sales of AB underwear will account for 20% of the group's total sales.

Ceng Jianxing told us that the growth rate of underwear online consumption is faster than that of other categories, which is 8 times higher than that of Taobao.

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< p > the reason for the rapid development of the electricity supplier, Ceng Jianxing believes that the online shopping crowd is mostly 80 and 90, and the convenience of online shopping is very popular among young people.

At the same time, these young people are at the beginning of their work and are sensitive to price, and the convenience of online pricing is easy to cater for their high performance price ratio.

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< p > "now many young people go online not only to buy things for themselves, but also to buy things for their parents."

Ceng Jianxing believes that this is also one of the reasons for the rapid development of online shopping in recent years.

For this phenomenon, he believes that underwear enterprises must do a good job in the matching of goods when they enter the line.

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< p > "young people like some personalized products when they buy underwear.

But after market research, we found that men over the age of 35 prefer plain and traditional styles.

Therefore, the combination of traditional basic products and personalized products is used in the matching of AB underwear online products.

Ceng Jianxing said.

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< p > to eliminate the online concerns of customers when buying underwear, Ceng Jianxing believes that enterprises must do well the customer experience while they are on the line.

In addition to strengthening the training of customer service personnel, it is also an important way to improve customer shopping experience by timely understanding consumers' demands from shopping evaluation and adjusting services and products.

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< p > although the electricity supplier has developed rapidly in recent years, Ceng Jianxing does not deny that this road is not easy.

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< p > "online competition is still the main way of price war, or there are many low quality enterprises in which fish in troubled waters, which will cause great obstacles to the healthy development of online regression."

Ceng Jianxing said.

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< p > this is also an important concern for Kim Lai CA to decide whether to enter the electricity supplier market.

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"P >" although we know the trend of online consumption, we are also worried about the current survival of the electricity supplier.

We need a rigorous overall planning before we get there. "

Liang Haibo told Kim that the future could be different for the online and offline markets to avoid conflicts between the two.

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"P", but in the future to win a place in the e-commerce market, and ultimately depends on the brand.

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< p > < strong > brand is the future < /strong > < /p >.

< p > "for the consumption of underwear products, many rely on the customer's return buying rate, which depends on brand building."

Ceng Jianxing said.

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Liang Haibo also deeply agrees with this view. He told us that in the current men's underwear market, a slightly more famous brand is a brand with a high market share. P

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< p > at the same time, in the future, enterprises have to rely on brand building to do something online.

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< p > "online underwear consumption is difficult to perceive products, and underwear itself is a product with high quality requirements, so future consumers will rely more on brand recognition when they buy online."

Liang Haibo said.

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< p > for this reason, Ceng Jianxing believes that in the face of online brand's low price competition strategy, brand enterprises must be cautious.

Otherwise, it will result in poor control over product quality, resulting in a loss of brand image.

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< p > brand word-of-mouth is very important for future underwear enterprises to develop online market.

Because online shopping experience is relatively poor, consumers rely on brand recognition and consumer evaluation to buy.

If this is not done, it will be hard for us to do something in the future.

Ceng Jianxing said that underwear brands should take the lead in the future online fight. It is crucial to make up for the shortage of online shopping by service.

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