Underwear Brand Breaking: Seize Opportunities In The "Turning Point"

The turning point means a new reshuffle, and many enterprises will withdraw from the market center stage for the underwear industry. Meanwhile, the turning point will be accompanied by new opportunities, and underwear enterprises will take the turning point as a new starting point and take off quickly.

With the pformation and upgrading of the underwear industry in China, the survival of underwear enterprises with low brand value and low added value will be more and more difficult.

Under such a trend, the turning point of the underwear industry will be shocked: the inflection point must be there, only to see who it is.

Whether it is an inflection point or a starting point, the more than 10 years of China's underwear industry has reached a critical point of rational regression and change.

For all the Chinese underwear brands, how can we turn the inflection point into a new starting point and break through successfully when the underwear industry has undergone profound changes? Of course, the creation of underwear brands can not be exhaustive by only a few paragraphs.

In the turning point of rational industry regression and change, we hope that more underwear brands will go to the center of the stage of underwear market through the practical brand building and systematic marketing management mode, and change the turning point as the starting point and get the rapid development of the brand quickly.

Industry survey: fragmented market and low level competition

Underwear, like western style clothes, coffee and red wine, has been popular in Europe for over 100 years, but it has only developed for more than ten years in China.

Today, when we look at the development of Chinese underwear, we will find that the development path of young Chinese underwear industry has been divided into two contrasting development lines, showing two obvious characteristics.

1, one of the characteristics: low level competition

The huge market capacity and development prospect of the underwear industry is very tempting. At the same time, because of its low technology content and low entry threshold, many manufacturers have been attracted by the low entry threshold. As a result, the original brand that has been processed and its mature brand has also created a new brand to share a cup of cake, and more and more brands have entered the market.

The market is divided up by many small and medium-sized brands, and different levels of brands are segmented in different markets.

The competition among brands is mainly manifested in the lower level of competition, such as product competition, channel competition and price competition. Price wars, concept wars, advertising campaigns, celebrity wars and so on are emerging in a variety of market means. The brands that really rely on brands to drive sales are few, resulting in the underwear market entering a disorderly competition era.

Or bloody or gorgeous, or pleasantly surprised or lost, and the feelings of enterprises that have gone through various campaigns are different.

However, with the development of the market now, when the price war, the concept war, the advertising campaign and other kinds of campaigns are dispersed, many enterprises have gained a common feeling: although they have been scarred by various battles, consumers seem to be reluctant to buy it, and the market seems to be in no way to buy it.

2, characteristic two: fragmented market

Although eight or nine years ago, China's underwear market was listed as the core battleground by many foreign brands and local brands. But so far, there has not been a leading brand that has absolutely overwhelming strength, and the market is far less mature than other fast selling products such as food and daily chemicals.

Although the underwear market structure is beginning to mature, there are emerging representative brands in their respective fields, such as high-end bras headed by Ttiumph, Wacoal, Ann Li Fang and Ordifen, and men's high-end underwear headed by Shu Ya, Bai Fu and Danba degrees; home clothes such as autumn deer, Phoenix and Connie, and so on.

With the rise of China's market economy, the underwear industry is developing at a high speed. Underwear has become the most dynamic, fastest growing and most promising branch of China's garment industry.

Whether conventional underwear, body underwear, thermal underwear, household clothes, bra, bottompants and so on, have become hot spots in China's clothing market.

According to reports, the domestic underwear market has a capacity of 500 billion yuan, with annual sales of 200 - 50 billion, and is growing by 20% per year.

The young Chinese underwear industry has burst out of vigorous development, and the huge market cake has attracted numerous nibbling people.

This fully reflects: at present, China's underwear industry presents a typical fragmented industrial characteristics, many enterprises are competing, no enterprise has a significant market share, nor any enterprise can have a significant impact on the development of the whole industry.

But at present, most of the underwear market in China is eaten up by some miscellaneous armies. In China's underwear market with annual sales of 200 to 50 billion, as the leading brand of women's underwear brand Ttiumph and the male underwear brand Shu Ya, their sales volume is only a few hundred million.

What does this mean? How should the underwear enterprises cope with the failure of the low level competition and the fierce competition in the increasingly mature industry?

Underwear brand breaking: seize the "turning point" market opportunities

The "turning point" of the development of the underwear industry is a major trend, and the industry is moving towards rational regression and industrial pformation and upgrading, and this process will be accompanied by cruel reshuffle.

For many enterprises, the turning point is coming.

The lack of brand strength and low value-added enterprises will become more and more difficult to survive, and will be marginalized until they withdraw from the market center stage.

On the other hand, the turning point is accompanied by new opportunities, and enterprises will take the turning point as a new starting point to take off quickly.

For all the Chinese underwear brands, how can we turn the inflection point into a new starting point and break through successfully when the underwear industry has undergone profound changes?

1, breaking the essence of the road: brand building to the end

Market competition is ultimately brand competition.

For underwear enterprises, only by fundamentally shaping the brand and building a strong brand power can the ultimate competitiveness of the market be formed.

Therefore, continuous brand building is the first priority for underwear enterprises, and is also the way to success in the industry's turning point.

Importance of underwear brand communication

In the era of brand consumption, if there is no strong brand influence, there will be no core competitiveness.

Brand influence is the key to brand communication. Underwear industry has many successful cases of brand communication, such as Ttiumph, love and so on.

In 2002, Beijing's admirers also joined hands with general review and held a large fashion underwear show to admire Dunhuang. With unique creativity, brand new ideas and advanced performance, the love and strength, fashion, culture and humanized brand connotation were fully displayed.

Ttiumph has been renowned internationally as a dreamy beauty fashion lingerie, touring all over the European and American fashion capital.

In 2001, the fashionable underwear show, which was directed by the Hongkong fashion director, the "dream drunk" neon bridge, was a new trend of underwear fashion. It lasted for 16 weeks, touring 30 cities and performing nearly 200 games. The spread of the brand has exceeded the underwear show itself. These are effective brand communication means.

2, take advantage of the market: grasp the fragmented market characteristics

Those who seek power will succeed.

This is an era of "everything is possible".

And fragmented markets mean that everyone has market opportunities.

The diversification of consumer demand in the underwear market and the diversification of its subdivision make it possible for everyone to become a particular category or even a leading brand in the industry.

Underwear has become a necessity for China's 1 billion 300 million population and tends to fast consumption. This market demand will continue to exist along with the growth of economic level, which determines the existence of large survival space for underwear enterprises.

More importantly, the current domestic underwear market has a typical fragmentary market feature.

Therefore, enterprises must stand at the height of the whole industry to examine themselves, combine their own resources to make effective strategic decisions in the current competition pattern, and establish their own product positioning, market positioning, target consumer positioning and brand positioning around strategic decisions, integrate social resources, flexibly apply capital operation means and business methods, and assess the situation and launch timely attacks.

The turning point of underwear industry: rational regression and Reform

The development of an industry must undergo a turning point test.

Only when faced with crises and experienced reflection and revision of the whole industry will the industry mature.

As a young industry, China's underwear industry has been developing in a high spirit for more than a decade.

The more than 10 year's Chinese underwear industry has come to a critical point of rational regression and pformation.

Industry is maturing in reincarnation and pformation, rational regression and industry competition upgrading will become the general trend of China's underwear market in the future.

1, upgrading from low level competition to brand competition.

Concept wars, star wars and price wars have led many enterprises to overdraw in a brutal market competition, resulting in a decline in corporate profits, coupled with the short term investment behavior and impetuous psychology of many enterprises, resulting in the fact that enterprises can not really promote the brand to consumers' minds, and can not occupy a favorable position in the minds of consumers.

As mentioned above, competition in China's underwear market has long been at a low level of competition.

Companies are trying to make up their minds in terms of product concepts, but why are these concepts not sustainable? Can not be truly recognized by consumers? Why do many companies fail to push new products every year and change their products every year?

Market competition is ultimately brand competition.

As consumers become more rational, as the level of consumption continues to improve, brand awareness will also become stronger and stronger. The future market competition will escalate to brand competition.

For underwear enterprises, only by fundamentally shaping the brand and building a strong brand power can the ultimate competitiveness of the market be formed.

2, systematic marketing has the power to kill {page_break}

Some people once summed up the marketing operation of the underwear industry as "three one", that is, a concept, a star and a business invitation.

It is undeniable that many underwear enterprises, especially the thermal underwear enterprises, have gained a certain share in the market by virtue of the "three ones" and have obtained certain profits.

However, a chronic disease formed by this mode is that enterprises ignore the systematization of marketing, and the market, channel and terminal network are very fragile, forming a typical "external strength, internal and virtual" marketing mode.

With the gradual maturity of the underwear market, the rationalization of dealers and consumers' rationality and industry profits will be completely changed in the market competition.

China's underwear market competition will be tested by the systematic operational capability of the brand, products, channels and terminals. Only systematic marketing can win the market and benefit.

3, standardized operation can continue to develop.

After more than 10 years of development, the underwear industry has begun to grow from maturity to maturity. Underwear has become popular and popular. It has become a necessity for people's lives. With the maturity of people's consumption consciousness, the era of profiteering has already ended and the profit has become more rationalized. Only by relying on a concept, a star, a trade promotion, and so on, the marketing mode of distributors and consumers will be terminated. Underwear enterprises must re-examine the market operation from the perspective of strategy and industry. The probability of success of opportunists will be lower and lower, and the sustainable development of them must rely on standardized operation.

The development of an industry will go through the stages of introduction, growth and maturity.

After the baptism of advertising campaigns, star wars, concept wars and price wars, China's underwear market will gradually begin to standardize in disorder, and start rational regression. It will usher in new changes and challenges in the popularization, branding, differentiation and systematization.

Underwear culture enhances brand

In fact, when China's traditional culture is neglected by ourselves, foreign enterprises are digging into Chinese culture, making full use of Chinese elements in products, and achieving good results.

It is worth recollection that when those foreign brands used Chinese elements, they in turn won the favor of consumers in the Chinese market.

What is the "bow" of countless fashion designers at the Paris fashion show in 2006? It is China's cheongsam. When Chinese characteristics are integrated with products, the application of these Chinese elements has aroused strong concern in the fashion world.

Chinese culture and elements have become the focus of attention of various brands. For example, Nike's "China Red" series is the application of Chinese culture and elements.

Therefore, for domestic underwear enterprises, in the process of building brand, we should take advantage of Chinese local culture and elements to enrich the brand connotation and form the brand's unique competitiveness.