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At present, China's underwear industry has seen the "three changes" phenomenon: product homogeneity, the concept of fuzzification, intense competition. First-line brand stand out, second and third tier brands are not enough, the underwear chain became a climate, high-end underwear products continue to increase demand. In 2012, the demand for "high-end" underwear consumption in China is more intense. For the second and third tier brands, it is necessary to make breakthroughs in their survival. Differentiation and brand orientation are still the key points.

Second and third tier brands deep enough mud deep due to the main reason for the homogenization of serious. The past two years, there have been dozens, even hundreds of underwear brands at the same time the market. Not only serious product design homogeneous homogeneity, and highly similar store sales model, second and third tier brands refer to each other, the face blurred. Consumers often encounter this situation: There are several underwear stores in a street, except for the names of different stores, product design, display methods, shopping guide sales practices, and even store promotional promotions are exactly the same. Consumers face the same stereotyped underwear shop as if playing "guerrilla warfare", passing to buy, forget to buy, keep returning low.
Increasingly competitive, underwear business in order to compete for market share, had to play the price war, marketing warfare and naval battle. At present the entire environment of China's underwear industry is gradually increasing غير مجاز مي باشدts, profits are getting thinner and thinner. Coupled with raw material prices and rising employee wages, industry experts predict that after three years most third-tier brands and half second-tier brands will disappear. Without differentiation, market competition can only be a dead end.

According to "2009-2012 China underwear market investment analysis and forecast report", China's underwear sales in more than 100 billion yuan, an annual growth rate of about 20%, the strong momentum of domestic brand development, and gradually expand its international influence. Market competition intensified, those who come later earn the money later, then the lack of funds, profits are meager circumstances be eliminated.

2012 underwear industry, the cake will be more and more, want to share a piece of cake business unabated. Regardless of large enterprises or small businesses, need to subdivide the product, identify differentiated positioning. Not only the product to be differentiated, marketing channels, terminal sales model, and even the brand concept and store display need to achieve differentiation, enhance brand added value.

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