7 Impressive Impressions Of Underwear Industry In 2015

The so-called "time flies" is like a fleeting time. 2015 seems to have just arrived, but it hastily ended the day before yesterday.

Looking back on the upcoming year, many things are vividly visible, and some people cherish the memory of it.

1, industry downturn

Entity pressure, electricity providers frustrated, micro business Xing Xing, dare to ask where the road is.

After the recession of 2015, it is worth remembering that the gloomy 2012 is still worth remembering.

This year, whether suppliers, brands, agents, or terminal providers, service providers, "coincide" to appear in the market downturn, like a collective diving campaign, dive straight, hard to turn back.

From the supplier's perspective, apart from the massive compression of credit scale and credit cycle of brands and manufacturers, some enterprises have also closed down production lines and demobilized employees.

From the perspective of brand dealers, apart from first-line brands, large chains and emerging categories, they enjoy dividends, brand advantages and channel advantages, and achieve "steady growth and promoting development". The two or three line brand almost fell across the board.

And as the middle reaches of the link

On the one hand, it is deeply hit by e-commerce, and on the other hand, OEM is playing a big role. Large customers with large volume of shipments are directly placing orders with manufacturers. Now even the intention of small and medium-sized customers to OEM for manufacturers is becoming more intense.

In addition, the national chain, regional chain, regional brand attack repeatedly, the market space further pressure.

The entity market is hit by the electricity supplier, so the electricity supplier should have had a good time.

But as far as the survey of the underwear channel is known, the day of the underwear business is too tight.

As a new business form, micro business is very popular this year. Many enterprises, agents, and terminal merchants attribute the market depression to this.

Micro business is fire, but how much can the business of underwear micro business 2015? 2 hundred million, 3 hundred million? How much does the retail product really sell to consumers? Some people say, 100 thousand of underwear business practitioners, this data is true and false, it is difficult to investigate, if it is true, do not know how many products will be held at the hands of this 10 million practitioners.

Obviously, market deterioration can not simply be attributed to micro business.

2. Front store backyard

The fire was in a mess, but the industry became more rational.

If you want to ask what is the hottest this year, it is estimated that in all likelihood, "front shop backyard" will be in the north and south of the Yellow River.

Someone found it in the direction of it, someone made money by it, and someone became an expert by it.

I didn't expect this "exotic species" that sprang up in the cosmetics industry around 2000. It will still have such a strong appeal in the underwear industry after 14th Five-Year.

In fact, the former shop backyard is not booming this year in the underwear industry. After 2013 half a year, it has already started a boom in the industry, and it is all over the world in 2014 and 2015.

On the one hand, the majority of terminal merchants actively introduce the front store backyard as value-added services to stabilize their customers' situation. On the other hand, no steel ring underwear is used to create a "healthy" image and cook on fire.

In addition, some brands regard "front shop backyard" as a business mode to explore.

Under the vigorous demand, with the help of media experts, the former shop backyard swept the industry, not only pforming the terminal channel, but also spawned more categories and services, and its momentum has not been two.

Objectively speaking, it is a good thing that the front store backyard is so hot in underwear. This way of value to service is the same as the value to the brand and the value to the business mode, which is a driving force for the industry.

However, when we introduce this model in the industry, we still need to keep calm and ponder: is it suitable for me? Do my consumers need it? Will it affect my normal business rhythm?

In fact, with the increasing popularity of the front yard and backyard in the industry, its problems are gradually emerging. More terminals have also issued similar queries. In the coming 2016, we believe that the exploration fever of the front shop backyard in the underwear industry will reach its peak, and at the same time, there will be more rational understanding of this mode.

The next question is, if the front yard really reaches its peak, how can we do it again?

3, no steel rim underwear

The scale of development has been completed, and the difficulty of the new interventionist has increased.

In the 90s of last century, five brands, including Li Fang, Ttiumph, Wacoal, Adam, and man, had developed a seamless stainless steel underwear. They are the source of seamless stainless steel underwear in China.

More than 10 years ago, Abina introduced stainless steel underwear from Japan and Korea to become the originator of sleep bra.

In 2009, the first quarter of the glamour curve appeared on the market, creating the first domestic market of seamless steel rim underwear.

But no steel ring underwear really hot up, but it will start in the second half of 2013, and the momentum of 2014 will be even more rapid.

In 2015, it reached its peak. No matter which brand or which terminal, no steel ring has become the "standard" of underwear management.

At the same time, the competition pattern of underwear without steel ring has also been formed. The temptation of AI Dai style, AI Meng Yi Si, Mei Jia Mei Nong, charm curve and Mousika is gradually in the first camp.

So at this juncture, the new interventionist will not only enjoy the bonus brought by this new category, but also fall into the circle of competing products.

In fact, after several years of development, the underwear without steel ring has completed the road of scale expansion in 2015.

In addition to the increased difficulty of new entry, the old brand has not been easy in this year.

Traditional brands have been vigilant and have launched a series of steel rings to prevent changes in channels.

It is difficult to produce the effect of 2015 before the big brands of stainless steel underwear.

So, for new brands, if there is no other element stimulation or business model innovation in 2016, I am afraid it will be difficult to stand out.

As for the old brands that have gained popularity in the market, I am afraid the aggressive and inducible marketing policies are also effective. Are they going to be a solid foundation or continue to go forward? We do not know, but in any case, the development of the non steel ring underwear in 2015 is impressive.

4, activity fever

Exceptionally frequent, market enthusiasm is difficult to continue.

As an agent and terminal operator, you participated in many activities in 2015? I'm afraid it's the largest in history.

Believe it or not, I believe it.

In addition to several popular media and exhibitions in the lingerie industry, they have visited the terminal for quite a few years. The underwear channel has been running for 3 years. Summit events, regional exhibitions, training sessions, pink ribbons, outward bound training, online voting, press conferences and other activities are emerging one after another.

Take Sichuan as an example, there are as many as four major events this year.

In addition to many activities, these activities have the following characteristics.

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First, pay more attention to terminals, forums,

Training sessions, pink ribbons, press conferences and other activities are basically tailored for the terminal. Secondly, it is more concealed and purposeful, not to rush for channels to stimulate sales potential and fight for money.

This is different from previous activities, not to pursue influence and influence promotion, but to emphasize academic research. Thirdly, the number of brands holding a press conference is less, but the number of meetings held by the brand is more, and it also toured the whole country.

The strength of the brand, a year after the press conference nearly ten games, all kinds of "real landing" "PK" activities, let alone mention, over 100 games are not exaggerated; fourth, the role of activities to stimulate the nerve is also stronger, the conference broke the golden eggs, cash, send luxury cars, send abroad, the forum to send trophies, send food and drink, send gifts and so on.

At the time of frequent activities, some people also ask such questions: is this mode innovation or excessive marketing? Is it the actual demand of the industry, or is it eager for quick success and instant benefit? After the vast majority of agents and terminals "help and cheer up", can their enthusiasm still be maintained and whether the brand input can be sustained? In fact, these questions all point to a question: where is the value of the brand, agent, terminal, and whether it can be realized?

5, OEM

Along with the wind and water, OEM will enter the brand era.

In 2015, the biggest news in the OEM industry is the listing of Virginia Hongkong.

At the time of the development of the major brands, the domestic OEM business is flourishing. Many enterprises have opened up the Second World War line outside the brand management. For some enterprises, if there is no profit from the OEM contribution, the brand will probably be unable to get enough food.

According to the small channel of underwear channel visited the major clusters, it is found that the number of brands pferred to OEM is increasing. Many enterprises will focus their efforts on brand pformation, and some enterprises will directly throw away the brand of burning money and do OEM with heart and soul.

The OEM business is so hot that it benefits mainly from the rise of large and small chains. According to the underwear channel survey, there are more than 200 chain stores in the whole country.

In addition, there are about 500 "chain stores" with more than 10 large scale "light chain stores" or more than 2000 square meters in the form of street combination stores, and their demand for OEM is growing.

With the booming electricity supplier, the demand for OEM is expanding.

The OEM is so hot that it naturally has its reasons.

Compared with brand operation, OEM production is simpler and the profit is thin but stable.

You don't need to operate like a brand, you have to invest everything and invest money every day.

With market concentration increasing, there is reason to believe that the scale of OEM will increase.

But obviously, everything in the world is changing, and OEM will change and develop towards specialization, scale, service and brand. This is OEM 2.

Some people do not understand that the reason why OEM needs services and brands is that they do not understand that manufacturing services and manufacturing branding are also the trend.

6, the tide of listing

Capital carnival, large and small brands "bulk" listing

In 2014, the listing of urban beauty Hong Kong stocks in the industry set off a capital fever. In 2015, this trend did not dissipate but intensified.

First of all, it was listed on the ssehk group, which was mainly engaged in socks industry in January. It was listed on the June Shenzhen Stock Exchange of Manifen, one of the high-end brands in China. It was followed by the world's largest lingerie OEM company, Virginia October, and the Hong Kong stock exchange was listed. The three big companies listed successfully on the main board market, forming the main body of the underwear industry in pursuit of capital market in 2015.

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In addition, there are as many as five or six listed companies outside the main board market. They are listed on the new third board and the four board market respectively.

There has never been such a scene of capital boom in the history of underwear development in China.

It is estimated that such scenes will not be reproduced in the next 35 years.

In addition to the new three board and four board market, as the listing conditions are relatively low, there will be more companies landing, and the access threshold for the main board market is not easy to step in. After the listing of an Li Fang, city beauty, Jang Sheng, Wei Zhenni, and IPO, half of the seeds are also available.

When we pay attention to the achievement and honor of a certain enterprise listing, we should pay more attention to the industry change and enterprise trend after the listing.

After all, when the enterprise has money, the money will always have its whereabouts: acquisition or expansion of channels? Is it to invest in hardware construction, or as an internal system upgrade, or to open up new fronts? We have no idea, but in any case, it will have a far-reaching impact on the underwear industry, for example, the industry concentration will be further enhanced.

7, micro quotient

Micro business explosion, underwear enterprises "stuffy Sao" layout

2015 was the first year of the underwear industry.

According to Baidu language, micro business includes WeChat electric providers and micro-blog electric providers.

But with the weakening of micro-blog, the majority of people now refer to the "micro quotient", which refers to the product sales of WeChat's circle of friends, which becomes the most direct cognition of the general public to the micro business.

Underwear based on WeChat's "compilation" originated in the first half of 2015, and V21, Ting Mei, Xue Zhu, Shi man fan and other brands have set foot in it. Subsequently, AI Dai, Dai Li Shi, Mei Si, Ji Zhi Nu and other brands also expressed their interest in micro mall.

By the end of 2015, a large number of enterprises were secretly laying out the information. In view of the information gathered by the underwear channel and the agents, a large number of enterprises were quietly distributing their micro businesses, registered brands, or introduced teams, or set up a separate department. Salt and Guangzhou underwear were deeply involved.

From this we anticipate that 2016 will be a more prosperous year for micro dealers.

However, micro businesses in the underwear industry want to become the mainstream channels that are going hand in hand with the electricity suppliers and offline entities, and still face many uncertainties.

Micro business platform and related regulations need to be improved.

And from underwear Category attribute, its product attributes and micro commercial nature, mutual solubility is not high, in addition, product quality and service is also difficult to be guaranteed.

Whether in the micro-blog era or WeChat era, the micro business circle seems to be more popular with lower prices and less demand for services.

But the price of underwear is not cheap, and the demand for underwear size is very high, which is not guaranteed.

In addition, consumers now have a psychological conflict with advertisements appearing in their circle of friends. If micro businesses are "products and services that are not guaranteed by quality, and promotion by friends circle", then we simply declare: micro business = dangerous business.

If this is not the case, then look forward to the change in 2016.

But in any case, micro business has deeply affected the underwear industry in the past year.