Underwear Brand Breaking: Seize Market Opportunities

< p > for China's underwear brands, how can we turn the inflection point into a new starting point and break down successfully when there is a profound change in the underwear industry? < /p >

< p > < strong > 1, breaking the essence of the road: brand building in the end < /strong > /p >

The competition of the "P" market is ultimately the competition of the brand.

For underwear enterprises, only by fundamentally shaping the brand and building a strong brand power can the ultimate competitiveness of the market be formed.

Therefore, continuous brand building is the first priority for underwear enterprises, and is also the way to success in the industry's turning point.

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< p > < strong > emphasis on underwear brand communication < /strong > < /p >

In the era of brand P consumption, if there is no strong brand influence, there will be no core competitiveness.

Brand influence is the key to brand communication. Underwear industry has many successful cases of brand communication, such as Ttiumph, love and so on.

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< p > < strong > 2, the market takes the potential: to grasp the scattered market characteristics < /strong > < /p >

Less than P, we can achieve success if we plan to win momentum.

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< p > this is an era of "everything is possible".

And fragmented markets mean that everyone has market opportunities.

The diversification of consumer demand in the underwear market and the diversification of its subdivision make it possible for everyone to become a particular category or even a leading brand in the industry.

Underwear has become a necessity for China's 1 billion 300 million population and tends to fast consumption. This market demand will continue to exist along with the growth of economic level, which determines the existence of large survival space for underwear enterprises.

More importantly, there are typical fragmented market characteristics in the domestic underwear market at present.

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< p > therefore, enterprises must stand at the height of the whole industry to look at themselves and make effective strategic decisions in the current competitive situation combined with their own resources, and establish their own product positioning, market positioning, target consumer positioning and brand positioning around strategic decisions, integrate social resources, flexibly apply capital operation means and business methods, and assess the situation and launch timely attacks.

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< p > < strong > the turning point of underwear industry: rational regression and pformation < /strong > < /p >

< p > the development of an industry must undergo a turning point test.

Only when faced with crises and experienced reflection and revision of the whole industry will the industry mature.

As a young industry, China's underwear industry has been developing in a high spirit for more than a decade.

The more than 10 year's Chinese underwear industry has come to a critical point of rational regression and pformation.

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< p > industry is maturing in reincarnation and pformation. Rational regression and industry competition upgrading will become the trend of China's underwear market in the future.

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< p > strong > 1, upgrading from low level competition to brand competition < /strong > < /p >

< p > concept war, star wars and price war have made many enterprises overdraft in the cruel market competition, and the profits of enterprises have declined. In addition, many enterprises have short term investment behavior and impetuous psychology in their operation, which results in the fact that enterprises can not really promote the brand to consumers' minds, and can not occupy a favorable position in the minds of consumers.

As mentioned above, competition in China's underwear market has long been at a low level of competition.

Enterprises are trying to make up their minds in terms of product concepts, but why are these concepts not sustainable? Can not be truly recognized by consumers? Why do many companies fail to push new products every year and change their products every year? < /p >

< p > the competition in the market is ultimately brand competition.

As consumers become more rational, as the level of consumption continues to improve, brand awareness will also become stronger and stronger. The future market competition will escalate to brand competition.

For underwear enterprises, only by fundamentally shaping the brand and building a strong brand power can the ultimate competitiveness of the market be formed.

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< p > < strong > 2, systematic marketing has the lethality < /strong > /p >

< p > some people once summed up the marketing operation of the underwear industry as the "three one", that is, a concept, a star and a business invitation.

It is undeniable that many underwear enterprises, especially the thermal underwear enterprises, have gained a certain share in the market by virtue of the "three ones" and have obtained certain profits.

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< p > but a chronic disease formed by this mode is that enterprises ignore the systematization of marketing, and the market, channel and terminal network are all very fragile, forming a typical marketing model of "external strength and internal deficiency".

With the gradual maturity of the underwear market, the rationalization of dealers and consumers' rationality and industry profits will be completely changed in the market competition.

China's underwear market competition will be tested by the systematic operational capability of the brand, products, channels and terminals. Only systematic marketing can win the market and benefit.

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< p > < strong > 3, standardized operation can continue to develop < /strong > < /p >

< p > after more than 10 years of development, the underwear industry began to grow from maturity to maturity. Underwear has become popular and popular. It has become a necessity for people's lives. With the maturity of people's consumption consciousness, the era of profiteering has already ended and the profit has become more rationalized. Only by relying on a concept, a star, a trade promotion and so on, the marketing mode of distributors and consumers will be terminated. Underwear enterprises must re-examine the market operation from the perspective of strategy and industry. The probability of success of opportunists will be lower and lower, and the sustainable development of them must rely on standardized operation.

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< p > the development of an industry will experience stages of introduction, growth and maturity.

After the baptism of advertising campaigns, star wars, concept wars and price wars, China's underwear market will gradually begin to standardize in disorder, and start rational regression. It will usher in new changes and challenges in the popularization, branding, differentiation and systematization.

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