Ladies' Underwear: Bright And Sexy

Some women's brands offer a Christmas bonus for Christmas hats, and some simply cover two sections with "double" gimmicks.

Brand launch Festival theme.

However, through interviews with two lingerie enterprises, reporters found an interesting phenomenon. Foreign underwear brands wanted to make Chinese consumers pay for their sinicization, while domestic underwear brands wanted to provoke consumers' taste through the design of European and American style.

Differentiated color wins the market

LASCANA is a female lingerie and swimsuit brand from the German OTTO group. Before entering the Chinese market, it adjusted the bra's style and ergonomics according to the Oriental's aesthetic and physique. After entering the Chinese market in 2013, it paid ten attention to the localization of the brand in all aspects of publicity and promotion. Therefore, according to the characteristics of the Chinese people's love for the red ornaments during the Spring Festival, the festival with red color as the main color was introduced, and the corresponding Festival promotion plan was formulated under the online and offline to narrow the distance between the foreign brand and the Chinese consumers.

Although the underwear brands launched more or less red main hits during the new year, their own style recognition is not so high as LASCANA.

And the underwear brand of maple lotus group seems to have no interest in the "red" element. Recently, most of the main hits are bright pink, apricot yellow, light green, and so on, and the Spring Festival is beautiful. Sometimes the retro style is made of blue or black lace. Occasionally, an orange full package bra becomes the most dazzling color.

"Red bra is a common color during the new year sales, but in recent years, the sales of red bras during the Spring Festival did not show too much excellence. Therefore, in order to form a different color from other brands, the products we launched this season reduce the proportion of red use and choose lighter colors."

Foshan Maple lotus underwear Group Co., Ltd. planning and Promotion Manager Xu Jiahui said.

Models choose big differences.

In addition to the different emphasis on the "red" element, the two companies have different ways of choosing models.

LASCANA's recently launched new bra atlas, the yellow skin black haired model, displays the flagship bra on the black and red lace, with a pair of lace asymmetrical ties.

The series of main plans are also illustrated by Chinese models. The shades of red and Chinese style embroidered flowers are leaped on all kinds of comfortable fabrics and lace. They blend in the Chinese style while preserving the luxury and retro flavor of European design.

The shooting of product images mostly uses the lighting effect to deal with the background, dilute the sense of scene, highlight models and products, and the color of romanticism is more prominent.

In view of the underwear brand of maple lotus group, from "Maple Lotus" to "secret", most of the product publicity maps of this season are made by foreign models, and the shooting scenes and styles are more European.

In the design of the main bra, the use of lace and soft gauze and circular curve is more common, reflecting the large curve idea in European style.

Using black and blue blue to deduce the retro luxury, the lace's charm is most incisive. The parcel's exploration of waist and belly lines is more thorough and European style is full.

Online and offline have brilliant strategies.

For LASCANA, in the field of underwear, foreign monks are not good at chanting.

Although the goal of LASCANA in the early stage of entering the market is to realize physical sales by way of experiencing life hall, but during the execution period, it was cold because it knew little about the Chinese market.

So, in the past two years, they will be China.

The first breakthrough was placed on the Internet.

"LASCANA Tmall flagship store has already acquired a certain number of fans consumers after opening, so this year's promotion is also carried out online, forming a certain market influence, and then carrying out the expansion plan of offline entities."

LASCANA brand communications manager Xie Ling said.

LASCANA has entered the Chinese market for one year, and the achievements on the Internet are also commendable.

"In order to integrate into the Chinese market, LASCANA has made a lot of efforts. In the recent Festival Promotion, it can be regarded as a test of LASCANA's adaptation to the Chinese market."

Xie Ling said.

In the double promotions of the Tmall flagship store, the page design caters to the online marketing idea. First, it will receive coupons, then display the family's gift package, then display the bra and other products, and provide convenience for consumers.

And the underwear brand of maple lotus is "secret", relying on solid shops, and has also made impressive achievements.

"The secret was officially launched in August 2014, and all the terminals were launched in September. By the end of 2014, the secret flagship store had opened more than 50, and we have been very proud of this new brand image."

Xu Jiahui said, "and the secret brand successfully created 12 terminal stores with a sales volume of one million yuan in 2014."

According to Xu Jiahui further, "the success of the secret brand promotion mode has also encouraged us, so we have set up the maple lotus department to operate the maple Lotus brand individually and strengthen the position of maple lotus in the market.

Because the location of maple lotus is more popular and the market prospect is wider.

The specific operation mode of maple lotus will be launched in the new product conference in mid 3.

As external

At the same time, LASCANA has entered the Chinese market by maintaining the production process and selecting high quality fabrics, and by integrating more Chinese elements into the design and publicity.

Maple lotus group is favored by agents and dealers through its innovative brand promotion methods and rich European design style.

In the "sexy" marketing, although the two companies have their own advantages, they all regard differentiation as the core means of marketing, whether online or offline.