Underwear Attack And Fission Development Underwear Economy Is Being Excavated And Expanded By Brands.

Underwear, as the most intimate clothing, is the yearning and expression of "true self". and Underwear economy It is also gradually being excavated and expanded by brands.

With the upgrading of consumption mode, consumers' demand for underwear is no longer limited to function. Instead, it shows the characteristics of diversification and fashion. Underwear, such as light, athletic, healthy and comfortable, is becoming more and more popular with consumers. Underwear market The new burst point.

Fission development of traditional underwear encountered multiple attacks.

According to statistics, the annual sales of China's underwear market in 2017 are over 100 billion, and are growing at an annual rate of nearly 20%. In addition, women's underwear occupies 60% of the total market, and the market size is more than 50 billion yuan.

Even though the economy of the underwear industry is developing in a fissile way, we look at the whole country. Underwear industry But in a state of uneven hierarchy. The traditional high-end underwear brands are being squeezed by low-end brands, only occupy about 10% of the market share in the market, and the degree of homogenization of products is very high. Sales channels almost depend on offline sales, resulting in low brand penetration.

At present, the domestic underwear brand market is still in a low degree of concentration. No brand occupies the dominant position in the market, so the underwear brands are at the disadvantage of development, leading to many brands going to Shangguan to ease their performance losses. In 2017, the number of domestic brand city beauty dropped by 362, and the number of "free time" stores in South Korea's underwear brands dropped by 108. In 2017, the Hong Kong shares listed on the shop closed 142 stores, and closed 58 in the first half of 2018, which was related to the implementation of the network optimization strategy. In terms of optimization and adjustment, Hui Jie shares closed 217 stores in 2017.

In the domestic underwear brand has not formed a highly concentrated market, the international underwear brand has seen the growth point of the Chinese market, and constantly strengthen the layout of the Chinese underwear market. The secret of the American underwear brand, Vitoria, opened its first flagship store in Shanghai in 2017, and then opened stores in Chengdu, Hangzhou and Beijing, and continuously increased the Chinese market. Wolford, a luxury underwear product of Austria, was expanding the Chinese market through digitalization strategy and social media. In the face of such a large market in China, La Perla, a high-end underwear brand, chose to expand the Chinese consumer market through the adoption of the "supercharged" super model Liu Wen.

With the extrusion of China's mid end brands and the attack of international high-end brands, the domestic traditional underwear brands are facing a dilemma of both sides. In addition, the change of consumers' consumption patterns and fierce competition on online sales have strengthened the development pressure of brands. How to go out of a "blood path" under the pressure of many dimensions is a difficult problem for traditional underwear brands.

Market segmentation offensive high-end underwear

In the highly developed digital environment, consumption upgrading is a key direction that can not be ignored. Brand names are looking at the potential of the market, increasing their size and layout, and scrambling to seize the new generation of consumer market.

In addition to closing stores, accelerating the development of e-commerce or pushing new product lines is one of the ways to accelerate the pace of expansion of brands. NEIWAI, a brand new underwear brand, will continue to force women's underwear in the daily and sports lines. It will also introduce new men's underwear and sports lines, expand underwear categories, and capture more consumers. Hui Jie shares will add new products such as Joe byes, men's underwear and so on.

In recent years, with the development of China's economy, people's perceptions of life and ways have changed. High-end underwear has entered the wardrobe of people, and has promoted the sales of high-end underwear in China. Domestic underwear brands, city beauty, man, Finn, Beijing, Ordifen, and Li Fang also have the potential of high-end underwear market in China, constantly improving the quality of products and targeting high-end consumers. City beauty hired Vitoria's Secret CEO as chief strategy officer in July this year to enhance its brand image to high-end. market In the attack, the company launched a multi brand strategy, which segments the market to attract young consumers and force the high-end market.

In the society where people are paying more attention to healthy life, sports underwear has become the new favorite of the fashion industry. The sales of sports underwear products also show the strongest growth trend in history. So far, sports underwear is experiencing its peak years. Many brands have entered the sports underwear market, including underwear, brand name, Ttiumph and so on. There are sports brands such as ADI, Nike and so on. There are more fashion brands such as UNIQLO, Zara and so on. market Competition, and three guns, red beans home, ancient and modern, city beauty and other underwear brand gradually began to layout sports underwear, expand market share.

According to Euromonitor, the retail value of Chinese women's underwear market will grow to $33 billion in 2020. The rapid growth has prompted China to become the largest base of underwear manufacturing in the world, and has also intensified the fierce competition in the domestic underwear industry. In addition, consumer demand upgrading, consumption pattern changes, market segmentation, and international brand influx have highlighted the domestic market. Underwear The shortcomings of the brand lead to the difficulty of brand transformation and upgrading.

It is worth noting that even though competition is fierce and the economy is slowing down, the underwear industry as a young market still has great attraction and growth power. Besides, luxury underwear has slowly attracted Chinese consumers in recent years, and the growth momentum of the underwear market has just begun. Under the background of China's traditional underwear brand, we should find out the key mode and innovation, create unique value points, and will definitely benefit the Chinese market in the future.