Why Is The Impact Of Underwear Industry So Great?

As early as three years ago, many media or experts began shouting.

Industry shuffling began, but washed and washed, in addition to mainstream brands encountered outside Waterloo, small brands are still like stars, active in Chaoshan, South China Sea underwear industry area streets.

If in other industries, so many family workshops have been long ago.

Ruthlessly eliminated.

But why does the underwear industry have such an abnormal phenomenon?

The root of the phenomenon lies in the hot electricity providers in the past few years, as well as the crazy micro businesses in recent two years.

Many workshops are small.

In the past few years, when the original business was closed, Taobao's electronic business platform attracted a large number of consumers by low price products, and many businesses came in. The source of these businesses almost came from these family workshops, and their delivery price was too low to be imagined.

The author once visited Shantou, and found that many front shop operators at the underwear shop were shocked at the door: "10 yuan bra wholesale," "electricity supplier customization, a replacement."

The author takes the identity of an electric supplier to take part in one of the shops, and sees the author worried. The store hand out a stack of delivery orders to reporters.

The author read a glance, startled, casually flip, a single day delivery odd at least 200 or more, are shipped on behalf of the electricity supplier shop.

Since last year, the crazy micro business has once again tightened the nerves of many lingerie enterprises. Even the leading companies in the city listed such companies have attributed the decline of their performance to the emergence of micro businesses, though some investment analysts are not very sympathetic, but they can not be groundless.

Underwear is a fact that the market of traditional enterprises is a fact that is not undeniable. This kind of shunting is carried out entirely in fresh channels, and there is hardly any cross between the traditional channels of underwear, which leads to the fact that the sales performance of many brands and traditional channels is undoubtedly worse.

Before there are electric providers rolling, and then there are micro businessmen sneak attack, why the impact of the underwear industry will be so great?

Some experts have analyzed that compared with other industries, the underwear industry has not formed the brand sales effect.

In the past few years, we are still in the extensive operation of products. When we do not go to the stage of brand operation, the electricity providers and micro dealers are roaring, and the resistance is naturally much weaker.

Unlike other industries, the industry has experienced many years of brutal competition, the market has begun to mature, the representative brand online segmentation of the mainstream market share.

Once the electricity supplier is coming, they can immediately enter the electricity supplier by holding the brand and capital, and the brand threshold will make many online miscellaneous products finally unable to compete with them.

In fact, we look at other industries, and sell very good products online. The brand itself is the leading enterprise under the line. In recent years, men's and women's clothing has begun to show this phenomenon.

Therefore, the issuance of performance warning for underwear leading enterprises reflects a harsh reality in this industry: the brand effect of the industry is not strong, and there is no market appeal. Since there is no brand influence, consumers can not buy strange brands by means of micro businesses or e-commerce platforms.

A few years ago, underwear people regarded their factories next door as their competitors, so there were often channels for investment promotion, product imitation, ordering price wars, and talent competition. Today, we suddenly find that many underwear micro dealers are our competitors. These competitors are not what we know, or even do not know where it came from.

The less mature the development of the industry, the greater the impact on the new mode. Therefore, the underwear industry should resist the impact of the new mode, only enhance its immunity, and let the industry branding competition come a day earlier.