Home >

Focus On The Development Trend And Marketing Guidance Of Thermal Underwear Category In 2022

2022/10/24 23:22:00 0

??? 日本語 Fran?ais English 中文

Tmicx tmall underwear x tmall super category day x Chenyue science and Technology Co released, this report focuses on the category of thermal underwear, by exploring the category development trend and analyzing the product development context, to provide corresponding guidance for marketing.

From a macro perspective, the whole textile and garment industry will upgrade around the application of intelligent manufacturing and material innovation. Focusing on the category of thermal underwear, it will gradually grow with the development of underwear industry, and show three more obvious trends: the evolution of wearing scene, the upgrading of category consumption and the remodeling of competition pattern.

From the development process of thermal underwear, its trend is gradually extended to multi scene and wear diversification direction.

For the overall trend of the three categories, the following suggestions are made:

Coping with trend 1: the evolution of wearing scene, the top and vest have more potential. We can create multi scene / new scene products for tops / vests, seize the minds of consumers, and put tops and vests in a more important position in marketing promotion.

Coping with trend 2: category consumption has been upgraded, and the medium and high-end market has grown significantly. It is necessary to pay attention to product iteration to match the increasing consumption power of the crowd; Try to carry out product "replacement" education to improve the consumption of thermal products; When marketing products with key price bands, focus on the people aged 18-24 and over 50.

Coping with the third trend: reshape the competition pattern, characteristic brands and cross-border players occupy a place. Focus on improving the scientific and technological attributes of products, shaping differentiated cognition, and at the same time, using star effect to strengthen brand influence according to the situation of the brand itself. Due to the fuzzy category boundary, the thermal underwear can expand the scene more richly, strengthen the scene guidance, try to carry out the multi scene cross category wearing education of the products, at the same time, carry out the targeted delivery for the highly related products, and actively carry out the category penetration.

The four key groups of clothing strategy in thermal underwear category are: trend group, quality life, public utility and high-level fashion; Among them, practical and trendy people are the main buyers of thermal underwear, and there is still a lot of room for penetration of quality life and high-level fashion.

For the trend of shopping crowd, the following suggestions are made:

Key marketing groups: single period of fashion group - purchasing power L2-L4, single period of quality life - purchasing power L4-L5, nurturing period of popular practical purchasing power L2-L3, and single period of high-end fashion-l5. We need to focus on improving the brand penetration of these four target groups.

Grasp the main needs: warmth, comfort and wearing are the main needs. Businesses can serialize products around key needs based on target groups, form product matrix, seize users' minds and strengthen brand awareness.

Category marketing node: in September, we started to build up consumers' mind of hoarding goods. While seizing the entry point of category purchase, we should pay attention to the difference of marketing rhythm between northern and non northern regions, and the northern region should pay attention to the sustainability of thermal category marketing.

Category use scenarios: Travel / business trip, daily commuting and home are the most important use scenarios. Businesses need to enrich product use scenarios and pay attention to the integration of scenes in visual presentation and grass planting content.

The development trend of goods will be carried out from three dimensions: material trend, style design trend and subdivision track trend. The innovation of materials is the driving force for the progress of clothing industry, and the thermal underwear industry has better control on its innovation direction. The innovation of thermal insulation materials such as air permeability / strong moisture absorption / high elasticity is the main development direction.

In the trend of material and fabric, the material trend is embodied in acrylic fiber, silk, wool and polyester fiber. The fabric trend is embodied in knitted fabric, seamless fabric, fleece and heat fiber.

In the trend of style design, the style details are mainly in the ruffle, cardigan and one piece. The trend of collar type is shown in stand collar, straight collar, high round collar and pile collar. The pattern trend is mainly heart-shaped and leopard pattern. The color trend is mainly Dark Khaki and brown. The specific trend of gram weight is 180 g and below, 180 G-250 G.

Based on the perspective of women, xiaohongshu has a strong grass planting attribute and designs communication copy and content tonality based on female perspective. However, tremolo has a wide audience, and the most popular social media is mainly video. It is necessary to pay attention to the diversity of content, try to spread from multiple angles, improve the coverage width, and combine with the current hot spots or platforms to drain creative content. The micro blog with strong entertainment and news attributes is more brand oriented and publicity oriented, which needs to pay attention to the stars and social news trends and grasp the hot spot opportunities.