The cold air for a few days was actually a deep influx of Chinese underwear swirling industry brought a "warmth", but the market reaction is still a few happy few unhappy. Under the mediocre performance of some underwear brands , Hengyuanxiang, which does not show its dew, has achieved a 30% sales growth. Its "Fu Tiger" underwear, listed in Beijing, Shanghai and Chengdu, hit a year-on-year increase in sales for many consecutive weeks 100% performance, the first shot hit the first shot of this winter underwear war, but also to the transformation of the sleepy underwear industry brought a few turning point. Wang Yibin, general manager of Hengyuanxiang Garment Company, said: "This year we did not dazzle the concept, there is no gorgeous packaging, just focus on the brand culture and product quality improvement." Hengyuanxiang far from the concept of speculation, "essential" underwear caused by the industry Thinking, "essential" underwear bland, but it allows consumers a lot of practical.
Underwear industry deep inflection point whirlpool
Underwear as an important branch of the apparel industry, the rapid development in recent years, every year with 20% of the rapid growth. Annual sales are more than 100 billion yuan per person per year to buy three (sets) of underwear calculation, Chinese women each year in the purchase of 600 million (sets) above.
The data show that 5 sets of underwear per person per year is considered a reasonable conventional consumer demand, and China's underwear consumers are far from reaching this level, as the underwear has become a fast consumable, the industry is expected the next 5 years Will form the annual sales of over 500 billion yuan market size.
With the awakening of consumer awareness, consumer demand for underwear will also be higher and higher.
So underwear industry is a huge potential, the prospects for a very good sunrise industry. However, China's underwear industry seems to be a small industry to do, the supply and demand of the market has never been there.
With the involvement of more and more knitwear brands and the extension of some apparel enterprise product lines, the underwear market appears to be saturated, the price system is chaotic, the concept battle, the enterprise short-sightedness and the blurred brand image lead to the suspension of SMEs.
Experts believe that the lack of brand underwear business is a fatal "short board." How to find a brand building with corporate characteristics of the road? Many underwear enterprises have been explored and tried, and some even spared Giant Gold, please consult the company for brand planning, please advertising company for brand creativity, but in the practice of brand building, often do not have the essentials. In fact, some enterprises have indeed rapidly increased their popularity in the short term by virtue of advertising effect. However, due to the failure of product quality, technological innovation and service to follow up in time, the brand vitality is extremely short.
Underwear returns to the "warm" nature
The "five one" cycle has always constrained the healthy development of China's underwear industry: a product, a concept, an image of the spokesman, an indiscriminate advertising and a crazy discount and promotions. This predatory chicken oocyte almost predatory marketing, so that the rapid rise of underwear business also quickly vanished.
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