Victoria's Secret " underwear show Each release of the season, will be in China, especially women set off a burst of sought after craze. Ladygaga as the vane of the underwear fashion is to become men, women and children after-meal talk; underwear, is no longer 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, the main style of the lingerie market there has been a big development crowds, and prosperous However, in the just past "3.15 Consumer Day, complaints about underwear are also increasing, unqualified" underwear ", trademark infringement and so on occur frequently. 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.
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.
It is understood that a small woman franchise stores in as little as three years as many as three thousand, the market share 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 Tingyuan, chairman of a small woman introduced: "The domestic underwear market competition, the pattern of reshuffle rapidly, 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 enterprises. The quality of the product is better, the cultural connotation of the enterprise should be in line with the pursuit of high quality of life. "Little lady" will work hard on these two aspects to enhance the competitiveness. In terms of quality, we create high-tech underwear to meet market challenges. Underwear are top class fashion designers check, after dozens of processes, beautifully cut, creative design, high-grade fabrics, combined with the Asian women's figure, make full use of human body mechanics, skin structure and other major human focus to find custom And into, in strict accordance with the proportion of women's chest and the surrounding structure design, the healthy shaping revolution pushed to a new height for the most delicate parts of women to provide high-tech protection.A simple "little lady" underwear at least ten Two different versions to stitching, four to sixty processes, and for different consumer groups, different functionality, fine Consider the type and version of the 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.
Postscript: China 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 monopoly More than 60% share, such a huge underwear market, sincerely hope that each of our brand manufacturers, manufacturers, operators should take the people's livelihood as their responsibility, and strive to grasp the quality, credibility, and strive to cultivate a world-class brand Giant crocodiles, early phase-out of low-value and labor-intensive low-value-added industrial chains and upgrading of production capacity may be what we should reflect on in today's new opportunities and challenges.
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