How To Get Rid Of The "Two Pack" Men's Underwear

"Men's boxed underwear is now in a bottleneck." Hongkong healthy Olympic Games Clothes & Accessories Lin Shixun, marketing director of Industrial Company and Zhongshan Jian Ao clothing Limited company, said: "men's underwear is mostly sold through commercial super channels. In this part, boxed underwear also accounts for a large proportion. But faced with the integration of resources over the past few years, large supermarkets such as Carrefour and WAL-MART have adjusted the supply of men's underwear, and have chosen to cooperate with several larger men's underwear brands, and have strong stability, which makes the sales of male and female boxed underwear in small and medium brands decrease sharply.

At this time, men's boxer underwear is the main product of the enterprise to start thinking, is to tear down the box to make unpacked underwear, or to make a box of high-quality underwear. The production of two men's underwear mainly enterprises are rushing on the embarrassing Road, looking for a way out.

　 No fear of change.

It is understood that there are still many men's underwear enterprises in this awkward position. "Underwear companies can no longer be" up and down ", we must clearly define their position. Mr. Guo, director of marketing of a lingerie enterprise in Shantou, Guangdong Province, feels sorry. Large business super channels have fixed brand businesses to provide men's boxed underwear for them, which allows small and medium-sized enterprises to produce men's underwear or remove the package, so that consumers can choose from bulk in the optional area or make their own styles to fight underwear stores.

Is it two? Men's underwear Is there no crack in survival?

According to Lin Shixun, "the sale of men's underwear with two pieces of clothing is still acceptable. However, I believe that this kind of underwear will gradually appear in the commercial super market of the three line cities, because for the three line urban consumers, two men's underwear is not only in line with their consumption level, but also satisfies their unwilling to buy bulk underwear. Shang Chao of the three tier cities is also willing to accept the underwear products of small and medium-sized brands.

Although the Hongkong Austrian clothing industrial company currently produces two more men's underwear, they feel the crevice is narrowing down, and they have more elaborate plans for the future: "we will focus on men's underwear in the future, and only one underwear in a box." Lin Shixun said.

It's easier to change boxes than boxes.

It was not difficult to make two boxes of men's underwear. It was not difficult to dismantle the boxes. The original two men's underwear was better than the unpacked men's underwear. So after the package was removed, the cost of the packaging part was saved, the price would decrease, and consumers would be the most direct beneficiaries at a lower price for better products. The underpants enterprises have broken their own box underwear, pay attention to the "bottom line" of the channels, and get more channels of favor with the quality and cost performance of their products, so as to expand their market share.

Men's quality underwear is not something that can be done at will. It's not so easy to separate the original two boxes of underwear. As a good quality men's underwear, first of all, we must ensure that the product's design is closely following fashion. "For example, our recently launched World Cup theme men's underwear sales are very tight, and are also popular among channel providers." Lin Shixun said, "it is very important to make good quality men's underwear, style design and fashionable colors, and for the past 13 years, we have attached great importance to the growth of the design team."

In addition, in recent years, people have become more and more tired of the old materials. They want to constantly taste new products. This also requires the target "high quality" men's underwear enterprises to seize this market trend and occupy a favorable position. "Xiaolan's underwear industry chain is very perfect, and most enterprises have certain strength, so it is very beneficial for enterprises to develop fabrics and materials independently. This is also an important reason why we set up factories here. " Lin Shixun said.

To make men's underwear, you should also define your position. "The best target group of underwear is the career man who is 25 years old, ~50 years old," Lin Shixun said. "This is also in line with our target audience. In order to further narrow the audience and clear the direction of design, we reduce the target consumer group to 25 years old ~45 years old." In fact, this is not only a problem of narrowing the age of 5, but the aesthetic sense of a career man aged 45 and ~50 will be greatly changed before the age of 45. For example, before the age of 45, men will prefer to show their youthful state, so they will prefer fashionable underwear with fashionable colors. But after the age of 45, men will want to show their indifferent and restrained sides. Therefore, excluding the 5 years old, enterprises can concentrate their efforts in product development and production.

Detailed analysis of single pack and more space

"In recent years, the income of the middle class has surged. For them, it takes 60 yuan to eat a Kentucky's family barrel. Naturally, it will not be more than ten yuan to wear long underwear. Many consumers will think that the two boxes or unpackaged underpants are for the elderly. Lin Shixun said.

"Besides, we have reduced the proportion of cotton underpants according to the trend of market demand. Now, with the new fabrics like modal and bamboo fiber, we can provide more comfortable performance for our customers, such as stereotypes, quick drying, cool and breathable." Lin Shixun said, "maybe the first time consumers buy is for packaging, but if you want them to buy second times, they rely on the quality of the products in the packaging."

Small and medium-sized enterprises to make high-quality single men's underwear, the first step is not necessarily able to enter the business super, most businesses will choose franchised stores as the first stop.

"Men's underwear stores are not popular. They are often sold in a counter at women's underwear stores. This also requires that products and packaging design not only conform to men's aesthetic standards, but also satisfy women's aesthetic standards, because after all, most men's underwear is their lover's help to buy." Lin Shixun said. "Women's underwear bought at the store will not be very cheap. If you want to buy a pair of underwear for your husband, you can't be too cheap," he quipped.

According to Lin Shi sun, there are a large number of enterprises that produce men's underwear without wrapper. The output value of men's underwear is not much. It also reflects that there is still room for future development of men's underwear.

If underwear companies want to get rid of the embarrassing way of two men's underwear, they must make a decision. In the men's underwear market, they are not afraid of falling down. They are afraid of which cake will not give up. Finally, they will not do well, and which will not eat their mouths.

As the saying goes, "one attracts the fresh, eats the whole world", so does the company. No matter the size of the company, it needs to rely on the one or two specialized and sophisticated products. The more sophisticated products are, the less the gap between them is, and the company needs to have its own characteristics. Signboard goods Only by escaping from this embarrassing journey can we start our journey.