Wacoal And Vitoria Take You To Understand The Development Path Of Chinese Underwear.

Nowadays, the market prospect of women's underwear market is excellent, and the underwear market has huge development prospects. In the history of Chinese underwear development, Wacoal and Vitoria brand become a key link.

Female sex

Growth space is broad, consumption upgrading attributes are significant.

Underwear category, especially women's underwear consumption upgrade property is obvious, high quality female underwear is related to the health and image of women, underwear consumption is high brand loyalty, this is different from casual clothing category, especially as age increases, underwear appeal will be more meticulous and emotional, and also need the corresponding on-site service.

There is an international path to promote the concentration of underwear industry. China's current CR3 is only 6.8%. In the United States (CR3 40.5%), Japan (CR3 20.7%) and the United Kingdom (CR3 37.6%) and other countries, the underwear industry has large companies, so the underwear industry is better than the women's clothing industry.

Underwear business growth path: brand VS channel.

The evolution of domestic underwear market has gradually formed two paths: one is brand growth as the core, multi brand extension, the terminal is mostly department stores and shopping centers, and the growth path of middle and high-end brands with higher proportion of self run enterprises. It represents the enterprises including Hui Jie shares, and Fang Li Fang, and so on. The other is the growth path of the main business mode based on the expansion of Street outlets, the brand positioning of the mass and cost-effective brand, and the growth path of distribution and affiliation as the main business mode, representing the urban beauty.

In order to ensure the brand's R & D and quality, the first group often controls or owns the core link supply chain. The second category is to ensure fast turnover and focus on channel expansion, and the supply chain is often outsourced.

Where is the development path of underwear industry under the new competitive normal?

Regional, channel and subgroup needs, mergers and acquisitions, to achieve brand management and channel synergy, to strengthen market penetration, improve brand portfolio, enhance market share; 2. multi category development, Nuggets men, sports underwear, socks, baby girls, girls, professional, shaping and other categories; 3., underwear business differentiation positioning is the key: for a higher degree of standardization, such as thermal underwear, household clothes, bottompants and so on, there is more room for online development, especially bra for women's underwear, especially high-end high-end bra. 1. the concentration of domestic underwear industry is much lower than that of overseas countries, and the opportunities for mergers and acquisitions are large: international underwear giants are mostly multi brand group models, according to their category,

Outside the box:

And the secret of Vitoria.

As the largest underwear enterprise in the world, the secret success path of Wacoal and Vitoria is very useful for local brands.

Wacoal: revolutionary and creative new product development has been the secret for Wacoal to lead the industry for decades.

The secret of Vitoria: positioning sexy fashion, clear target groups, marketing capabilities outstanding, Victoria fashion show swept the world.

Focus on the mark: remittance

Jian Sheng group.

1. Hui Jie shares: medium and high-end underwear leading enterprises, benefiting from the upgrading of consumption and concentration of industries, the operation of multi brands is becoming more mature. The growth comes from channel expansion, electricity supplier sales and Deputy brand strength. It is estimated that 15~17 EPS is 0.79/0.98/1.18 yuan for the first time to buy a rating; 2. Jian Sheng group: the world's high-end cotton stockings faucets, ushered in the rapid release stage of production capacity, and is expected to maintain 20~30% productivity growth in the next 2~3 years. Meanwhile, Vietnam's projects fully benefit from the trade policy of Europe and America, which will greatly stimulate customers' order needs and meet the new capacity of Vietnam projects. It is estimated that 15~17 will be 0.35/0.45/0.57 yuan for the first time.