Underwear Designer Jiang Yongxin Tells You Why Underwear Is Expensive.

Each woman has different styles of underwear in her wardrobe. Each woman's wardrobe is also missing a suitable underwear. At present, underwear brands and underwear styles in the market are also varied.

But is it expensive to wear expensive underwear? Why the underwear of a brand can't be seen and the cloth is not used much, but hundreds of thousands of bra underwear seems cheap.

It is even equal to the coats of many coats.

So where is the brand underwear? I asked Jiang Yongxin, a very experienced designer in the field of underwear.

China's underwear industry is relatively developed in Shenzhen.

There are nearly 400 large-scale underwear enterprises, with an annual output of 600 million kinds of underwear and nearly 40 billion yuan of output value, accounting for 15% of the country's total, accounting for 1/3 of Guangdong. The domestic market share of the first-line brand is more than 50%, forming a relatively perfect industrial system.

Jiang Yongxin said that the brand underwear brands such as Daisy jade, La Neill and ancient and modern made in China are all brands in the mall.

There is still a big gap between the price and the international brands such as CK.

But it does not mean that expensive foreign brands will be better than domestic ones.

Some foreign brands belong to cheaper supermarket products in China. They are often packaged into so-called high-end products after entering China. Some famous brands such as Prada, Boss, Coach and so on, although many products are made in China, the selling price may be higher than that in other countries.

Designer Jiang Yongxin (English name Happy) has been focusing on underwear and accessories design for more than ten years.

Obviously, we have a good understanding of the market.

She said, as consumers, it is not necessary to blindly believe that Europe and the United States produce large brands, most of which are not suitable for Asian women's physical signs.

Many domestic consumers are keen on foreign brands, but there are not many people who really travel abroad and know their clothing brands, such as Only, which is sold in German supermarkets.

Some foreign brand suppliers are likely to take advantage of the asymmetric information of domestic consumers, only to propagate their advantages and avoid their own price in their own country.

Although this product is truly a foreign brand, excessive pricing is also unreasonable.

Happy has experienced the branding and mature market of clothing, underwear and accessories. She said that the price of underwear should deconstruct the price composition of brand underwear: in a sale of CK underwear with a price of 290 yuan, the tax revenue is 58 yuan, accounting for 20% of the price; the sales and advertising expenses are 121.8 yuan, 42% of the price; the company's operating and administrative expenses are 5.8 yuan, accounting for 2% of the price; net profit is 75.4 yuan, accounting for 26% of the price; the production cost (including raw materials) is 29 yuan, accounting for 10% of the price.

The most surprising thing is that advertising expenses for brand promotion already account for more than 4 of the commodity price, while the actual cost is only 10% of the price of the single product.

That is to say, consumers choose the brand quality as well as the brand.

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In addition to this, underwear has many hidden costs.

As a matter of fact, China's underwear brand has many advantages in terms of product quality and fashion level.

The cost of brand building is far less than that of international brands.

Jiang Yongxin said, really good.

In fact, the cost will be higher than that of the ordinary coat.

First, the design links: for example, functional underwear on the market, using one piece of bra, also called a forming bra, seamless bra, factory generally called a Wai and so on. Apart from the hasp without a thread, the interface is a one piece hot pressing technology, and the steel ring is also smooth pition.

In the process, it is no longer a single sewing and fabric solution.

In terms of the design of the plate, the fineness of the raw material procurement and the production process, there are more considerations than ordinary clothes.

Two. Generation links: underwear clothing, because it is personal wear, right.

There are also certain requirements for selection. Like many good brands, some fabrics are exclusive R & D buyouts. Others are not. The brand clothing is also more stringent in making workshops, and the version is generally better and better than the brand name.

Three. Promotion links: advertising publicity is also to spend money, especially underwear, not wearing clothes, some consumers do not pay too much attention to underwear, feel that wearing it does not matter, and more and more customers are more concerned about underwear, quality assurance is the guarantee of health, which also led to the increasing investment in underwear brand publicity.

Four. Sales link: clothing multiplier pricing, rate pricing pricing is a systematic process. Pricing includes at least four aspects: national retail pricing, channel policy pricing, promotion pricing, inventory impairment pricing.

The traditional brands under the line must guarantee 4~6 times the rate of fixing, so that a complete sales system can be built up.

In addition, there are also some high-end underwear brands on the market. The general price is up to 5000 yuan, and the highest price is 9000 yuan.

In fact, this is also the product's derivative high-end demand.

She also revealed that she was also involved in the design of functional underwear and even adult interest products.

Underwear, accessories, the pursuit of user's visual experience, stimulate the user's psychological needs.

Adult interest, through the user's functional experience needs, get psychological and physiological satisfaction.

In fact, in the future, as people's quality of life improves, prices will no longer be the only factor to consider. They can really satisfy consumers' good underwear and have great market prospects.