Victoria's Secret Underwear Show Each release of the season, it will be Chinese, especially women set off a wave of sought after craze. Ladygaga as the vane underwear fashion is to become men, women and children after dinner talk; underwear, is not a woman's "fig leaf", it has become a symbol of the quality of life of women, an integral part of life. Therefore, in recent years, various underwear brands have introduced different styles, main different styles, underwear market has seen the great development of large crowds, great prosperity. However, in the just past "3 ● 15" consumer days, complaints about underwear are also increasing, unqualified "underwear", trademark infringement and so on. So, underwear market development prospects in the end how? What are the potential problems? Recently, we interviewed Xu Ting Yuan, chairman of Taiwan's famous underwear brand " Little Women's Underwear Enterprise Group," asking her to "auscultate" the domestic underwear market from the perspective of people in the industry.
Reporter (hereinafter referred to as mind): Xu total, hello, thank you for taking the time out of your busy schedule for interviews. First of all, please briefly talk about the development of the domestic underwear market.
Xu Tingyuan, chairman of the Small Women's Underwear Enterprise Group (hereinafter referred to as Xu): As people's living standards improve, women pay more and more attention to the health, comfort and dressing quality of clothes. As a chain of "beautiful and healthy industries" Also developed rapidly. APPAREL RETAIL MARKET According to statistics from the China Apparel Industry Association, China sells 3-4 billion bras a year, while knitted underwear is sold in total sales in five categories of apparel (men, women, children, sweaters and knitted underwear) The proportion of about 25%. This shows that the total volume of China's underwear sales market, and maintain good growth momentum. The potential consumption of the underwear retail market in China is large-scale and its supply and marketing capabilities are maintained at a high standard. Take our "little lady" as an example, the small woman franchise stores in as little as three years as many as more than 3,000, the market share soared, which shows the lingerie market has a bright future and rapid development.
Reporter: Xu total, you can talk about the development trend of the domestic underwear market?
Xu: At present, the domestic underwear presents two trends:
First, the trend of regional concentration. Such as domestic underwear manufacturers are mainly located in Guangdong, Zhejiang, Beijing, Shanghai, Jiangsu and other places. Just a Zhejiang Yiwu Commodity City, there are hundreds of underwear, home business.
Second, underwear layered shunt.
High-end products are basically mature. Triumph, love, little women and other high-end brands are usually more concerned about the color of underwear, research and development, style, quality, new materials and the overall brand culture and corporate culture, product launches are gradually showing a distinctive series of features in all aspects of the trend mature.
Mid-range brand, a sudden emergence. The price advantage of mid-range underwear for some underwear business has provided a good opportunity, such as Dalian Sang Fu Lan, Zhejiang water flower, Chaoyang Ouse Blue Dai and other brands have also been fueled in the underwear industry set off a mid-range brand of the tide.
Third-line underwear and gradually transformed. In this market is still dominated by the absolute advantage of the situation, and now to Ouse Lande, Snow Nirvana, Xia Dai Fang, as the representative of the brand in the face of disorderly market competition, have begun the brand of market-oriented operation, Gradual transformation.
Whether it is the inflection point, or the starting point, the bustling Chinese underwear industry for more than 10 years has reached a critical point of a rational return and change; with the transformation and upgrading of China's underwear industry, lack of power, low value-added underwear business will survive More and more difficult. In this trend under the inflection point to see the underwear industry, it will be shocked heart: inflection point must be there, just to see who. Inflection point means that the new shuffle, there will be many companies out of the market center stage; inflection point at the same time accompanied by new opportunities, there will be turning point as a new starting point for enterprises, rapid take-off. For all living creatures in China's underwear brand, under the profound changes in the underwear industry, how to turn inflection point into a new starting point, a successful break?
1, one of the characteristics: fragmented market
With the rise of China's market economy, underwear industry is also developing rapidly, underwear has become China's most dynamic industry, the fastest growing and most promising a branch. Whether it is conventional underwear, body underwear, thermal underwear, clothing, or bra, underwear, etc., have become China's clothing market consumer hot spots.
It is reported that at present the domestic underwear market has 500 billion yuan of capacity, with annual sales of 500-2000 million, and every year at a rate of 20% increase.
Young Chinese underwear industry burst out of the vigorous development of the huge market cake attracted a large number of eaters.
Although as early as eight or nine years ago, China's underwear market was ranked as the core battlefield by a large number of foreign-owned brands and local brands. However, no leading brand with overwhelming superiority has emerged so far and the market is far less mature Food, غير مجاز مي باشدmetic and other fast-selling goods industry.
Although underwear market began to mature pattern, emerged in their respective areas of the representative brands, such as high-end bra to small woman, Triumph, Wacoal, Embry, led by Ou Difen; male high-end underwear to Shuya, Baidu headed; home service such as autumn deer, Fu Nilai, Connie Ya and other brands; cats underwear, three shots, flower color and other local brands each occupy one side of the market.
However, at present, most of China's underwear market share has been some non-brand-name army eroded in China with annual sales of 500-2000 billion underwear market, as the leader of the women's underwear brand Victoria's secret, men's underwear brand Shuya, they The sales but also a few hundred million, more than a billion scale.
This fully reflects: At present, China's underwear industry showed a typical fragmented industry characteristics, many companies are competing, no company occupies a significant market share; nor any one enterprise can have a significant impact on the development of the entire industry influences.
2, the second feature: low-level competition
Underwear industry huge market capacity and development prospects, very seductive, and because of low technology, low barriers to entry, has attracted many manufacturers flocked to the original processing to create their own brand, mature brands have also created a new Brands to share, more and more brands to market.
The market is divided by many small and medium brands, different levels of brand segmentation in different markets. However, the competition among brands is mainly manifested in the relatively low level of competition in product competition, channel competition and price competition. Various methods of market capture such as price warfare, concept warfare, advertising warfare, celebrity warfare, and so on emerge in an endless stream and genuine sales are driven by brands Few brands, resulting in underwear market into an era of disorderly competition.
Or bloody or gorgeous, or surprise or lost, experienced a variety of battles of business harvest mood vary. However, as the market has developed till now, when various campaigns of price warfare, concept warfare, advertising warfare, etc., have been cleared of smoke, many enterprises have reaped a common feeling: although their own are scarred after being subjected to various campaigns, consumers Do not seem to buy it, the market does not seem to buy it.
What does this indicate? Under the low-level means of competition failure, maturing in the industry, the gradual decline in profits under the fierce competition, underwear companies how to deal with? □ Industry turning point: rational regression and change
The development of an industry must experience the test of inflection point. Only encountered a crisis, through industry-wide reflection, amendment, the industry will mature. The Chinese underwear as a young industry, more than a decade, the development of lines is high all the way up, there is no decent callback, consolidation is inevitable. The hustle and bustle will surely be attributed to the rational, lively and noisy Chinese underwear industry for more than 10 years has reached a critical point of rational return and change.
Industry in the reincarnation and change in the mature, rational regression and upgrade the industry competition, will become the future of China's underwear market trend.
1, standardized operation can continue to develop
After more than 10 years of development, underwear industry began to grow from a mature period, underwear has become popular, popular, become people's necessities of life, as people's awareness of consumer maturity, underwear industry profiteering era has ended, the profit tends to be more Rationalization, just by virtue of a concept, a star, a business negotiation and other means to drive the dealer, the consumer marketing model will be terminated, underwear business must from a strategic and industry perspective to re-examine the market operation, opportunistic probability of success Will be getting lower and lower, we must continue to develop with standardized operations.
The development of an industry will experience the import phase, growth phase and maturity stage. After undergoing advertising campaigns, star warfare, conceptual warfare, and price war, the Chinese underwear market will gradually begin to move towards regulation in a disorderly manner and begin to return rationally. It will usher in popularity, branding, segmentation and systematization New changes and challenges.
Kee: That the domestic underwear market what problems exist?
Xu: 3-15 period, the increase in the number of complaints about lingerie, on the one hand that the majority of consumers fully aware of the importance of underwear, the quality of underwear have higher requirements; the other hand also shows that the instant success of underwear manufacturers The mentality is serious, the market order is not healthy enough. My personal view, the current underwear market mainly in five aspects: First, many brands, quite a mixed bag; the second is the low technological content of the market, the market is not standardized, highly competitive; Third, weak brand awareness; Fourth, the market is a single operating practices ; Fifth, the distribution of goods is serious, market confusion, indiscriminate concept speculation. 2, upgrade from low-level competition to brand competition.
As mentioned earlier, the competition in China's underwear market has long remained at the lower level of competition. Businesses either try their best at product concepts, but why these concepts are not sustainable? Can not be truly recognized by consumers? Why do many companies can not go out pushing new products every year, every year for the product of the cycle?
Concept war, star war, price war for many companies in the brutal competition in the market too overdrawn, corporate profits decline, coupled with many companies in the business of short-term investment behavior and impetuous psychology, leading companies can not really promote the brand to consumer In the heart, can not occupy a favorable position in the minds of consumers.
Market competition is ultimately the brand competition. As consumers become more and more rational, as the level of consumption continues to increase, brand awareness will also become stronger and stronger, and future market competition will surely be upgraded to brand competition. For underwear enterprises, only the fundamental shape of the brand, to create a strong brand power, the market can form the ultimate competitiveness.
3, systematic marketing was lethal
Someone once summed up the marketing operation of the underwear industry into a "three one", that is, a concept, a star, an investment. Admittedly, many underwear companies, especially thermal underwear business is by virtue of these "three one" in the market made a certain share of access to a certain profit.
However, this model is a chronic illness formed by the neglect of the marketing system, the market, channels, terminal network are very fragile, the formation of a typical "external strong" a single point of marketing model. With the gradual maturity of the underwear market, dealers and consumers rational and industry profits tend to rationalize, this model will be completely changed in the market competition. China's underwear market competition test will be the enterprise in the brand, product, channel, terminal and other aspects of the systematic combat capability, only the systematic marketing to win the market and benefits.
□ brand break: grasp the "inflection point" market opportunities
Underwear industry development "turning point" is the trend, the industry toward rational return and industrial change and upgrading, and this process will be accompanied by brutal shuffling.
For many businesses, it is the inflection point, the deadline has arrived. Lack of brand power, low value-added business survival will be more and more difficult, will be marginalized, until the exit from the market center stage. On the other hand, the inflection point is accompanied by new opportunities and there are also enterprises that take the turning point as a new starting point and take off rapidly.
For all living creatures in China's underwear brand, under the profound changes in the underwear industry, how to turn inflection point into a new starting point, a successful break?
1, take advantage of the broader market: to grasp the fragmented market characteristics
To seek the general trend to Dacheng.
Underwear has become China's 1.3 billion people in the population and tend to consume fast-moving apparel supplies, the market demand is bound to persist with the economic growth, it also determines the underwear business there is a great living space. More importantly, there is a typical fragmented market characteristics of the domestic underwear market.
This is an age where everything is possible. And the fragmented market means that everyone has a market opportunity. The diversity of underwear market consumer demand and the diversification of sub-categories, so that everyone has become a sub-sub-category or even the industry's leading brand may.
Therefore, enterprises must stand by the height of the whole industry to examine themselves and make effective strategic decisions in the current competitive landscape based on their own resources, and establish their own product positioning, market positioning and target consumer positioning around strategic decisions , Brand positioning, integration of social resources, flexible use of capital operation means and mode of operation, review the situation, timely attack.
2, broken Bureau fine: the brand building in the end
Market competition is ultimately the brand competition. For underwear enterprises, only the fundamental shape of the brand, to create a strong brand power, the market can form the ultimate competitiveness. Therefore, the continuous build brand power is underwear business must adhere to the top priority, but also break the corner of the industry break the road to success.
Brand positioning is the key:
Brand positioning determines who your product will be bought, but also determines a series of marketing strategies. Successful brand positioning is the key to the brand's success in the marketplace. Such as the little lady underwear is precisely the brand positioning in the Chinese market success stories.
Reporter: As you just mentioned, the small woman has more than 3,000 franchise stores in just three years, and its market share has soared. The young woman also won the honors such as "China Top Ten Underwear Brand", "Top Ten Underwear Brand in the World", "National 3.15 Quality Trustworthy Brand", "National Inspection-Free Product" and "International Quality Certification System ISO Certification" Market share, product quality, business size and other aspects have been fully recognized by consumers. Excuse me, in the face of such opportunities and challenges, the small woman has taken any measures to achieve such impressive results? Please sum us to share the operating experience.
Xu: Incentive competition in the domestic market underwear, shuffling patterns quickly, in order to make a difference in the market, the key is the competitiveness of products. Competitiveness includes product quality and product, the cultural connotation of the enterprise. The quality of the product is better, the cultural connotation of enterprises to meet people's pursuit of high quality of life. The "little lady" works hard in these two areas to enhance its competitiveness.
Quality, we create high-tech underwear, to respond to market challenges. Our underwear are top notch fashion designer checks, after dozens of processes, beautifully cut, creative design, high-grade fabrics, combined with Asian women's figure, make full use of human body mechanics, skin structure, etc. to identify the main human efforts Point custom made strictly in accordance with the proportion of women's chest and the surrounding structure design, the healthy shaping revolution will be pushed to a new height for the most delicate parts of women to provide high-tech protection. One of the most simple "little lady" underwear at least 12 different versions to splicing, four to sixty processes, and for different consumer groups, different functionality, precision to consider version and material.
In the cultural connotation and corporate positioning, our little woman also carried out a precise positioning, that is, to make a small woman underwear become a beautiful spokesman, as a status and status symbol. Consumers psychological needs of our sail lights, we found through the market survey, 70% of consumers buy underwear not only fancy its style and color, more importantly, the value of the underwear. As we launched the Chinese style small lady private clothing Square series of products: love songs in the yellow, Allure Love, Baigezhongliu stream, Miaoxianqianmiao, jungle Wild, Centennial Cohesion, the new wire Italy, Blue Enchantress , West Lake Aria, Cardamon, etc. These highly artistic and poetic products are loved by the vast number of consumers. We have always insisted on underwear as poetic beauty, the so-called "by means of implication, only in the cloud window."
Culture to enhance the brand:
2006 French fashion show in Paris, attracted countless fashion designers "waist" What is it? Is China's cheongsam! When the Chinese characteristics and product integration together, the application of these Chinese elements has aroused strong concern of the global fashion industry. Chinese culture and elements have become the focus of major brands, such as Nike's "China Red" series is the application of Chinese culture and elements.
In fact, when China's traditional culture was overlooked by us, foreign enterprises are making unrelenting efforts to tap into Chinese culture and make full use of the Chinese elements in their products and have achieved good results. Worth memorable is that when those foreign brands make use of the Chinese element, in turn, won the favor of consumers in the Chinese market.
Therefore, for the domestic underwear business, in the process of building the brand may wish to use more of China's local culture and elements to enrich the brand content, the formation of the brand's unique competitiveness.
Emphasis on brand communication
Brand consumption era, if there is no strong brand influence, there is no core competitiveness. The formation of brand influence, brand communication is the key, underwear industry, there are many successful cases of brand communication, such as Triumph, love, little women and so on.
Small women underwear brand has been dreamy gorgeous fashion lingerie show and world-renowned tour throughout the major European and American fashion capital. In 2001, directed by Hong Kong fashion director Bei Lunlun dream drunk Seduction Bridge fashion lingerie show is set off a new round of underwear fashion, launched a lasted 16 weeks, tour 30 cities, performing nearly 200 games, brand communication Has exceeded the lingerie show itself.
In 2002, Beijing Aimu also joined forces with concept 98 to hold a large-scale fashion lingerie show that loves Dunhuang. With its unique ideas, new ideas and advanced ways of performance, Beijing Aimi fully demonstrated the strength of love and the connotation of fashion, culture and humanity . These are well-established means of brand communication.
Note: In addition to quality and corporate culture, you think in the market competition, what is more important?
Xu: integrity it. Sincerity to others, borrow a phrase now more popular, "If you're the one". We will uphold the integrity of consumers, integrity to be franchisees. "We should pay attention to communication and exchange with consumers and understand their real needs." The "Little Woman" adopts various forms such as sample surveys, interview surveys, online surveys, birthday gifts, and small women's carnival to communicate with consumers Interaction, build a bridge of communication with consumers, eliminate closed doors, to avoid the product and the market out of touch. Our little woman according to the actual situation of franchisees, according to local conditions, from the store design, decoration, clothing display, opening training and other train services to help the majority of franchisees brand and successfully relying on the little lady underwear brand. However, we are successful, there are thanks to the trust of consumers and franchisee support.
Reporter: I heard that you really like poetry creation, and the results are quite good. I have your own personal creation here, "Butterfly Love", "West Lake at the spring, the wind Funen Liu, fine the number of gold; daughter is difficult to lock daughter Road, quietly shift 钿 Zheng decorated Yuzhu. Dancing flutter, but drunk "little woman", apricot Xiuchun Gu; musket shame and spring language, but scared Huaxu no where to find. "Mood mildly beautiful, the language is gorgeous, with a strong traditional Chinese flavor. Excuse me, Xu total, which is related to the pursuit of your company's market and cultural connotation it?
Xu: I personally like Chinese traditional culture and I am also happy to inherit Chinese traditional culture. After the establishment of the company, I would like to find the company's market position in Chinese and Western cultures, after a series of exploration, we determine the women's underwear to allow consumers to enjoy its comfort, beautiful, elegant and compact body and mind experience , Experience the culture of Chinese and Western underwear. Our pursuit is to make every tiny little lady's underwear a poem, a unique landscape, a beautiful artwork. We strive to achieve a win-win situation between cultural and market interests.
The end of the interview Xu general, we have a lot of understanding of the trend of the domestic underwear market, the underwear brand coping strategies are also clear many, really wish Xu total with her "little lady" in the market better and better , For more Chinese women bring healthy and comfortable clothing culture and high quality life enjoyment.
(Postscript: China's underwear manufacturers reached a super-scale more than 50,000, large and small lingerie brands too numerous to mention, only the domestic output of lingerie reached 100 billion yuan huge, and the global underwear output value, China and Exclusive share of more than 60%, such a huge underwear market, sincerely hope that each of our brand manufacturers, manufacturers, operators should take people's livelihood as their responsibility, and strive to grasp the quality, credibility, and strive to cultivate a world-class It is perhaps that we should reflect on the new opportunities and challenges we face in the modern age if the brand giant is to phase out low value - added and labor - intensive low value - added industrial chains at an early date and upgrade its production capacity.
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