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Foreign High-End Underwear Brand Brings Smoke To The Domestic Market

2009/2/13 0:00:00 10280

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Ttiumph, Wacoal, Santa SA, loverclover, if this is the international underwear brand recognized by women consumers in China's underwear market in recent years. And then Chantelle, CD, TOMMY, BABARA, CK, Victoria s secret and so on, making the relatively unfamiliar brand of consumers quietly entering China, ready to go, like wolves entering, will soon set off the ultimate competition of high-end underwear brand in the domestic market. In recent years, the rapid development of China's economy has been driving the demand of high-end consumers. Consumers are paying more and more attention to underwear demand. The demand for underwear has gradually increased from the low level of quantity and style to the high-level demand of fabric, quality and brand, and the technology content and brand value are getting higher and higher. The rapid development of the income and consumption consciousness of Chinese high-income female consumers decides that the demand for international brands is more and more vigorous. Because of this, the high-end brand underwear of various countries has observed this point accurately. They have entered China in the past two years, and are eager to establish the leading position of internationally famous high-end underwear in the Chinese underwear market as early as possible. 　　高端內衣品牌現狀紀實：　　2004年，位于北京的Highteam International（高聯締盟）在某五星級酒店進行國際內衣品牌流行趨勢發布會，其代理的NINA RICCI（意大利）、Millesia（法國）、Borner（德國）、J.LobyJenniferLopez（詹尼佛-洛佩茲）、Meli Melo（法國）、Wonderbra、Hanes（美國）、Playtex、Hello Kitty等多個品牌在發布會上讓眾多專業人士和媒體領略國際內衣品牌的風采；　　2005年，由香港某貿易公司代理的國際品牌內衣連鎖店–Private Shop（美派店）進駐深圳，憑借在香港多家內衣連鎖的二十余年的經驗和優勢，以連鎖直營模式陸續進駐北京新中關、深圳萬象城、上海錦江迪生、成都、沈陽西武等城市高檔商場，旗下代理國際內衣品牌：Lejaby蕾佳彼（法國）、Chantelle仙黛爾(法國)、Hiut（法國）、Princesse tam·tam（法國）、Ritratti(意大利) 、Simone Perele（法國）。 In 2006, the Spanish international brand Littl Kiss was stationed in Shanghai. At the same time, the European top brand agent Lavogue (Lan Fangge) stationed in Shanghai, opened the flagship store of Lanfang Pavilion in Shanghai in the mode of direct operation, and represented several international underwear brands: Zsport, Aubade, Daniel Hechter, Unidea, etc. in 2007, Kristi (Italy) was represented by a trading company in Guangzhou, entered the Chinese market and entered high-end shopping malls. In addition, many international underwear brands such as DIM (France) and Wolford (Austria) entered China through the channels of trade or agency, and gradually entered the high-end underwear market and locked the high-end target consumer groups. "Shanghai" At present, the main selling modes of the international brand operators or agents that are contacted by the author are as follows: direct battalion: direct production, sale and management by underwear manufacturers; the establishment of exclusive stores and counters in the high-end shopping malls of the developed cities and central cities in the country; the management of store development and store management are all directly managed by the underwear manufacturers; the advantages are: strong execution, convenient management, unified management standards such as image and price, and easy to get the recognition of high-end consumers. The disadvantage is that the localization process is relatively long. This form is the most widely used sales mode at present. Authorized operation: authorized by foreign underwear brand providers, and paying the brand royalty, which is fully developed by the operators in the domestic market. The advantage is that it is easy to manage the direct effect, and the disadvantage is that it is easy to get out of control. Agent: the manufacturer designate the operator, the manufacturer is responsible for the product production, the operator imports products responsible for the full sale of its brand in the designated area, and sets up counters or stores. The advantage is that the responsibilities are clear, the products are pure imports, and the disadvantage is that the products are not necessarily in line with the needs of Chinese women. Internet Direct Selling: importing brand underwear by traders and selling on the Internet. The development trend of the high-end underwear market is: firstly, the author believes that the future development of China's high-end underwear market depends on the gradual changes in the demand for high-end underwear market, which are summarized as follows: import localization, including the difference in production localization, the difference in consumption concept, and the difference between North and south, which determines that pure imported underwear must meet the real needs of consumers gradually. The differences between Western and eastern people's physique and concept, the demands of Oriental women on the concentration effect, and the differences between European and American consumers who advocate the natural and comfortable consumption concept, and the difference of cups between China and North America consumers decide that any international underwear brand needs to go through a different process with the clothing brand, and also decides that any enterprise needs to realize the localization process. In China, international brand Ttiumph is undoubtedly a successful example of successful localization through years of insistence. From competition in technology, style, brand awareness and other aspects to the competition of brand value, culture and other core values, the competition between high-end underwear brands of the international level, at the consumer level, not only the low level competition of production technology, style, cost, brand awareness, but also will gradually develop into brand equity such as personnel, brand loyalty and brand awareness, as well as the competition of brand core demand, brand underwear culture and the dissemination of core values. The form of brand promotion: the promotion of brand awareness for the promotion of luxury underwear brand culture. For Chinese consumers, many of the international brand underwear has not yet been recognized, so first of all, we need to promote the popularity of international underwear brands, so that target consumers can effectively recognize underwear brands. However, cognition does not establish consumer loyalty to the brand. Only when promoting the luxury culture, lifestyle and fashion concept of high-end underwear brand, consumers will truly accept the high-end brand underwear culture. Combining with fashion elements, concepts and themes, imagine that if these branded underwear can be combined with expensive perfume, valuable jewellery diamonds, famous paintings, watches and so on, together with the luxurious way of life, and combining the fashionable concepts and elements to promote the target consumers, it is believed that the consumers are more likely to accept the high priced brand underwear. The problems that need to be solved and should be noticed in high-end underwear market are: the consumption concept and physical difference between the East and the West (differences between China and Europe and America). In the past, I have mentioned the differences between eastern and Western countries in terms of physique and consumption. The Orientals pay more attention to the detailed effect of bra and the details of styles, colors, lace, and cups, but consumers in Europe and America pay more attention to the natural comfort of products. This requires international brand underwear to further study the demand of Chinese high-income female consumers and eliminate the differences between the East and the West. The difference between North and South consumption groups is that China has a vast territory. The geographical factors determine the difference between the north and South populations. The population of northern consumers is larger than that of the southern consumers. The consumers in the north and southwest regions are more accepting consumption in the high-end shopping malls, while the Eastern coastal areas and the southern coastal areas are also more likely to buy in the exclusive stores and high-end shopping malls. Domestic high-end underwear brand operators should make appropriate adjustments according to the differences between the north and south of the domestic consumer market. 　　銷售場所和服務的變化　　目前，絕大多數的高端內衣品牌的渠道銷售模式基本是采取在比較高端的商場或目標消費群比較集中的路段開設專賣店進行銷售，但針對高端女性消費消費群體的生活方式和習慣應結合多種銷售場所如：女子會所、健身房、美容院、酒會、藝術場所等高端女性出入的場所，并結合會員制及定制、貼身服務、上門送貨、會刊郵寄等為目標消費者者提供綜合性深度服務；　　推廣內衣品牌還是渠道商品牌　　相信對于內衣品牌運營商（貿易商）而言，都希望推廣自己的內衣連鎖店品牌或經營的公司品牌，但由于自己本身所代理品牌知名度等品牌資產的原因，需要首先對自己代理或經營的拳頭內衣品牌進行推廣，只有自己所代理的高端內衣品牌獲得了消費者認可及廣大消費者認知的基礎上，才有可能獲得更多內衣品牌廠商的支持和廠家 Resources, so as to better promote their store brand or brand. Wang Xiaonan: editor in charge