Brand Building: Leading The Chinese Underwear Industry To Maturity

Chinese

The quality supervision department has recently conducted a sample inspection of underwear in various provinces and municipalities, and the largest proportion of lingerie underwear is women's underwear. Therefore, women's underwear is the focus of this sampling inspection.

The results of spot checks in various provinces and cities are as follows: in the first quarter of Shanghai, the results of quality supervision and inspection of women's underwear products were as follows: in the 62 batches of products covering the main enterprises of the city, 18 batches of them were tested.

Of the 62 random sampling batches, 40 batches of products were produced in this Municipality, 12 batches were not qualified, and 22 batches of products produced by other provinces and municipalities, and 6 batches of unqualified ones.

In this spot check, it is found that the fiber content of some enterprises' products is inconsistent with the fact.

Lei Limin, secretary-general of the China Textile Association, said in an interview: "the comparative test results of the Beijing children's knitted underwear released recently by the Chinese Consumers Association show that the overall quality of the infant knitted underwear sold in the Beijing market is better, but there are individual brands of pH value and formaldehyde exceeding the standard, and consumers should choose carefully.

The Association recommends that parents wear new baby underwear after they are washed and try to avoid hurting children.

Characteristics of underwear brand development in China

As consumers begin to pay more attention to the buying conditions of underwear brands, fabrics, styles, prices and promotions, it is also very important to promote the sales of underwear sales terminals with fabric and price as the key promotional factors.

According to the development trend of underwear brand market in recent years, it mainly presents the following characteristics: besides the quality of the product itself, consumers are paying more and more attention to the factors such as product style, cultural connotation and individuality. At the same time, this is also a major trend in the development of China's underwear market, and also a new demand for mature consumers.

From the sales situation of brand products in the market, more and more industry prophets begin to focus on seeking greater difference and individuation in the style and packaging of products.

Besides thermal underwear, branded underwear brand has strong vitality and broad development space in the market performance.

The competitiveness of new brands is enhanced and their entry will have a greater impact on the pattern of the underwear market.

Development status and problems of underwear brands in China

Huang Xuxiao, chairman of Asia's international underwear chain group, said: "in the next 10 years, China's underwear market will grow at an annual rate of 20%.

In the next 5 years, a huge sales space of 500 billion of China's underwear market will become a powerful driving force for the prosperity of the garment industry.

It can be said that in recent years, the development of China's underwear industry has been thrived and thrived, and its marketing means have been constantly updated, emerging in an endless stream, and even surpassing the standard of men's wear and women's wear.

Now, we may also like to mention the warm underwear war of brands such as Yu Zhaolin, the Antarctic, north polar and so on. We can also inadvertently feel the charm of the Tsing Mei spokesperson - the neighbour's younger sister - the devil's figure, and recall the beautiful scene of Ttiumph, the first show in the century.

However, according to the National Bureau of statistics, there are as many as more than 3000 underwear manufacturers in China.

But only more than 400 of them have begun to take shape.

In the domestic underwear market, imported brands account for about 60% of the market share, and are dominated by a few foreign brands such as Hongkong, Taiwan and Japan. Their position is relatively strong, while the vast majority of domestic brands are small in scale and scattered in the market. The competition mode is mainly concentrated in the price level, with a serious qualitative phenomenon and a weak position in competition, so it is still at an exploratory stage of development.

In recent years, despite the different demands of underwear brands in China, there are four main categories: thermal underwear, fashion underwear, underwear and underwear.

The competition of domestic underwear brands is becoming more and more intense, showing the phenomenon of homogenization of products becoming more and more serious, the quality of products being uneven, the concept of brands being vague, and competing for dumping at low prices.

The competition is unusually fierce, the industry situation is confusing, and the problems affecting the development of the underwear industry are mainly manifested in the following aspects: the development of various market segments is extremely uneven: part of the market segmentation is crowded, while the other part of the market segmentation is unnoticed.

The confusion of the price system has caused a great negative impact on the reputation of the industry.

The industry's general pricing methods and the continuous product oriented approach (i.e. cost plus profit = price) are slow to respond to market changes, resulting in contradictions between supply and demand.

Brand concentration is relatively low.

Before the listing of new products, there is no thorough market investigation, and the same phenomenon is serious, resulting in a serious phenomenon of complete competition in the market.

Brand competitiveness is not strong.

The characteristics of each brand's direct competition are mainly as follows: low level of marketing means, serious phenomenon of product homogenization, relatively backward brand marketing means and planning means.

The quality and quality of the underwear are uneven and need to be improved.

Compared with foreign brands, China's underwear products are not in line with human body size.

The distinction between brands is not obvious, but the traces of follow up and imitation are obvious, resulting in the emergence of non-standard low-level fierce competition in the industry.

Men's underwear brands need to be developed.

Statistics show that: at present, the output of men's underwear is only 1/6 of women's underwear in China. However, according to the actual market demand, Chinese male consumers still have great demand for underwear brand, and men's underwear has larger development space.

Consumers' buying behavior is becoming more rational and mature.

Factors such as health, comfort, personalization, brand and cost performance have become the main factors for consumers to buy underwear.

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Research on the basic mode of brand building for Chinese underwear enterprises

1. market segmentation and positioning are the prerequisites for establishing underwear brand.

If you want to make your product sell smoothly, you must first lock the target consumer group and meet their diverse needs.

This is the consensus of all market enterprises.

In terms of underwear market, market segmentation is a two step strategy.

First, identify the people with certain common needs and characteristics in the larger clothing market. By observing the consumers, mastering the psychology of consumers and aggregated the larger market segments based on their common interest in underwear, the relationship between the brand and consumers is initially established to solve their brand recognition problems.

2. product design and product positioning are the core and key of underwear brand establishment.

Today, a large number of lingerie brands are emerging, and the market competition is becoming more and more fierce today. A large number of lingerie brands are springing up. All kinds of underwear advertisements are flooded with all kinds of media. All kinds of underwear exhibitions, trade fairs and new product conferences are continuously launched. Manufacturers are constantly innovating in marketing methods.

Zhang Jingqi, general manager of Zhejiang Xiu Dai clothing company, said: "under such a big background, only through the insight into the product itself, deeply excavating the product characteristics, solving the problems of product packaging design and composition demands, we can establish the standard basis of the brand through meticulous brand planning, give the brand new culture, fully activate the brand, and reflect the differentiation of the brand through the differentiation of the products.

For example, Ting Mei's "beauty" underwear is the main point of "beauty body modification, one wear and change". It fully takes care of the desire of women to show their soft body shape, thus winning the favor of female consumers.

3. advertising and marketing are the key to brand building.

In China, there are basically two forms of underwear advertisements shown by the major TV media: one is the ordinary handsome young ladies wearing underwear, the other is to put the brand logo on the top of the picture, and the other is to invite movie stars to be "image representative", so that they can put on their own brand underwear and tell the consumers "I like...".

A good advertising appeal must have a clear target audience and a distinctive communication theme.

Communication theme is used to describe the characteristics and interests of the brand itself, and runs through all channels of communication of the brand, while maintaining a high degree of consistency, so as to enhance the memory of the audience, thereby strengthening the image of the brand.

At the same time, distinct brand personality and wonderful creative advertisement can enhance the impression of the audience on the brand and enhance the consumer's awareness and loyalty to the brand.

4. the establishment of franchised stores is an important way of brand communication.

Kuang Shumei, manager of Beijing Dongxing Hui Bang commerce and Trade Co., Ltd., said in an interview: "from now on, the main selling channels of Chinese underwear are: shopping malls, department stores, stores, supermarkets, wholesale markets and brand stores.

Among them, the main selling channel of low-end products or miscellaneous underwear is undoubtedly wholesale market; and stores and supermarkets are also sales channels for low-end products in the underwear market; advanced shopping malls, department stores and brand stores are the main channels for selling high-end underwear.

Like other industries, the establishment and shaping of underwear brands is a long and difficult process.

Any attempt to build a brand through an enterprise image plan or "image spokesperson" effect is impractical.

If any underwear brand wants to succeed in marketing, brand positioning and variety innovation must be carried out, and the banner of brand should be established, so that a blood market can be found in the fiercely competitive underwear market. The establishment of the franchise store will undoubtedly be an important way of brand communication.

China has a large market for underwear and a bright future for its underwear market. Although facing fierce brand competition and various problems restricting the development of the underwear industry at this stage, as long as Chinese underwear enterprises constantly explore new ways of shaping underwear brand, and guide the future development of enterprises with innovation spirit and long-term vision, they will surely create strong underwear brands.