Men'S Underwear Enterprises In Quanzhou Began To Create Their Own Brands

< p > < strong > market demand: Men's underwear consumption climbs < /strong > /p >

< p > < < a href= > http://www.91se91.com/news/index_c.asp > men's underwear > /a > sales have an upward trend.

The market space must be very large, but how to do it, no enterprise in Quanzhou has yet explored the mode of success.

Cai Zhuolong, chairman of the Dragon International, told reporters that "the company has been involved in the OEM making of domestic brand underwear in recent years. Many domestic brands, < a target=" _blank "href=" http://www.91se91.com/ "," dress less than /a ", have added underwear as a category to the product line. From the list we receive, in addition to the international brand of underwear, domestic brands, whether leisure or sports, also have their own underwear accessories.

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< p > a brand survey of men's underwear market shows that in the year of men's underwear consumption, consumption accounts for 39% of the total consumption expenditure of 500-800 yuan / year; the consumption group accounts for 19.3% of 800-1500 yuan / year; 11.6% over 1500 yuan / year.

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

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< p > "the amount of underwear produced by our underwear has accounted for 30% of the processing capacity of underwear. This shows that the huge consumption potential of men's underwear has attracted many enterprises to enter this market."

Cai Zhuolong said that although there are many enterprises in men's underwear industry, there is no strong brand in men's underwear industry.

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< p > the above survey also analyzes the satisfaction of the consumers to men's underwear. At present, only 37.5% of the consumers are satisfied with their men's underwear, 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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< p > "at present, Quanzhou enterprises are still more conventional in men's" a href= "http://www.91se91.com/news/" underwear manufacturing "/a, which can only be used as a selling point for comfort and has not yet found a better marketing selling point.

Qiao Feng, who once served as the director of NBA underwear marketing, said.

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< p > < strong > industrial status: products of spring enterprises are good but brands are less than < /strong > < /p >

< p > "the domestic men's underwear market is developing very fast now.

Many underwear manufacturers in Quanzhou do well for international brands, but their quality is very good. But if we want to enter the domestic market, we have not found the direction in terms of channels and brands.

Cai Qingzhang, President of Jinjiang Shenzhen Shanghai underwear Association, said that in the past few years, some men's underwear enterprises in Shenzhen and Shanghai also tried to switch from foreign trade to domestic sales.

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< p > Cai Qingzhang said that the current domestic "a href=" http://www.91se91.com/news/ "men underwear market" < /a >, Xiaolan, Zhongshan, Guangdong is the main production base.

"Quanzhou enterprises, despite the good quality of products, but products are not high value-added things, to enter the domestic market, it is like running after others, need to find the right brand positioning and sales channels."

He said that many underwear manufacturers in Quanzhou are foreign trade oriented, and they are not familiar with the business rules of the domestic market. This has led many enterprises to take a lot of detours in their own brand creation stage, and there are no examples of success at present.

By contrast, Xiaolan, Zhongshan, has long dominated the men's underwear market, and now has an absolute advantage in product development and market share.

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< p > Cai Zhuolong told reporters that some of Jinjiang's "a href=" http://www.91se91.com "foreign trade enterprises" /a "had also tried to create" Amoy brands "but basically disappeared quickly.

"Export products, which are not suitable for domestic market, are different from the actual needs of the Chinese people from the style to the model. If the pformation is done in the domestic market, the product will have to be redeveloped first."

Cai Zhuolong believes that for export enterprises, if they are in the domestic market, they will be unable to adapt to the "trivial matters" such as placing accounts, losing goods and holding points.

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< p > brand pattern: high and low end polarization is obvious < /p >.

< p > reporter understands that the underwear market in China is famous for producing thermal underwear in the Jiangsu and Zhejiang provinces. The household wear and women's underwear are the main areas in Guangdong, while men's and children's underwear are the most popular in Jinjiang.

"If Quanzhou enterprises want to develop men's underwear brand, still have a good industrial foundation, and have strong production capacity and cost advantage, the key is how to find the direction of brand."

Qiao Feng said.

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< p > in fact, Quanzhou has long had underwear enterprises exploring the road of brand.

In 2008, Quanzhou Suntex Garments Co Ltd worked with the authority NBA of the basketball league to get the right to use the "NBA" logo and enter the domestic market with the sports underwear products as the breakthrough point. Quanzhou's "a" target= "_blank" href= "http://www.91se91.com/" > clothing / a] has now taken a place in the East China market. The independent underwear brand of Dali company has come out of many stores in the whole country. Last year, it entered the electric business field.

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< p > Qiao Feng told reporters that the phenomenon of "polarization" in the brand development of the domestic men's underwear market is obvious. The lower end products are the wholesale mode of supermarkets and shopping malls. This is the main channel for the current "a href=" http://www.91se91.com "underwear brand" /a, and the high-end ones are to open stores and department stores and take the branding mode, but relatively few.

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< p > "men's underwear brand is still dominated by business super channels. The famous brands in this channel are athletes, seven wolves and so on."

Qiao Feng said, because the cost of the store is too high, it is not optimistic about many men's underwear brand enterprises.

"From the unit price, a woman's underwear can be sold for hundreds of thousands of dollars. Men's underwear can't sell such a high price.

However, from the input cost, the marketing cost of opening a store is the same. Therefore, even if the market demand of men's underwear is rising, it is very difficult for men's underwear brand stores to appear on a large scale.

She said.

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< p > Cai Zhuolong also believes that if only men's underwear is set up as a product, the cost of management and sale will be too high.

"The rise in sales is not enough to offset the rise in costs.

Men's underwear itself is a product with a low profit margin, and the investment in brand stores is very large. The cost of rent, labor and promotion is no different from that of other brands, and the ratio of input to output is very low. "

He said.

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< p > "although the brand has been persisted for so many years, we have been exploring and improving it."

Weng Wenwei, chairman of the group, said that the company has insisted on branding. In recent years, it has made many attempts in product development, product line serialization, but also "dare not say that there are successful experiences".

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< p > < strong > development direction: "big and full" or "small and beautiful"? < /strong > < /p >

< p > Cai Zhuolong believes that it is obviously unrealistic to rely on men's underwear to support a store.

"We must realize the serialization of products."

He said that in recent years, Dragon International has been pforming from OEM processing to "a href=" http://www.91se91.com "brand" /a "OEM processing.

"It is hoped that we can first train the internal strength and understand the needs of the domestic market and consumers.

Our product line has been extending from original underwear processing to casual wear, sportswear, home clothing and so on. In the future, if we open a store, we have a full range of products so that we can support the operation of the monopoly system.

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< p > despite the positioning of the "men's underwear expert" at the beginning of the creation, he found that the monopoly system of the company has not only sold men's underwear, but also the products of men's underwear, home clothes, casual wear, even women's underwear, back heart, home clothes and so on have already entered the display of the monopoly system.

"Men's underwear is the main product and has an extension in sales."

The company's executive director, Weng stationery said.

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"P >" Qiao Feng believes that men's underwear has always been a small item in the big project of clothing. The brand is going to develop quickly and must start with the "scarce small project".

"Why do some men's underwear develop rapidly?"

She analyzed that the style of men's underwear was very monotonous before. Maybe the underwear chosen by teenagers and 40 year old men was not very different in style. Now, men's underwear is becoming more and more differentiated and serialized.

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< p > "at the same time of product serialization, in fact, we also attach great importance to the development of personalized products."

Weng stationery said, for example, today's men's underwear, brand has also been divided into business, leisure, taste and other series, suitable for different consumer groups.

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< p > Qiao Feng thinks that if a href= "http://www.91se91.com" > underwear enterprise < /a > needs to break through in the brand, it also needs to pay attention to the construction of marketing selling points.

"Underwear brands in Quanzhou now emphasize comfort.

Many underwear now use modal fabric, but a domestic brand has created "breathing fabric" this selling point, promoting the brand sales.

She said, in marketing, underwear enterprises need more efforts to find a bright spot that can enhance the brand.

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

Brand expert Mr. Lin said that many enterprises are exploring the combination of online and offline businesses. Underwear enterprises must rely on brand building if they want to succeed.

"Underwear itself is a product that can not be tried on. Even online stores do not have a real consumption experience. Online consumers are more difficult to perceive products, so future consumers will rely more on brand recognition when buying online."

He 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, and the brand building under the line is particularly important.

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