Strategy, Quality And Experience Are The Secrets Of The Rise Of Underwear Brands.

There are many problems in underwear in China, besides quality.

The quality supervision department has recently conducted a sample inspection of underwear in various provinces and cities, and women's underwear is in underwear.

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 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.