Underwear Industry: Brand Competition Is Fierce &Nbsp; Shackles Urgently Need To Be Solved.

China Underwear Market Research and analysis report shows that China's underwear market now has annual sales of 20 billion to 50 billion yuan, and its annual growth rate is nearly 20%. According to statistics, domestic underwear market, imports brand About 60% of the market share is made in China, Hongkong, Taiwan and Japan, most of which have been set up in China, most of which are priced at 50~300 yuan, and domestic brands account for about 40% of the market. In the west, underwear consumption accounts for a large proportion of clothing consumption. For example, every year, French women spend about 1 billion 700 million euros on underwear consumption. British women spend 112 euros on underwear every year, while Chinese women spend only 20 billion yuan on underwear consumption, only clothing. consumption 5%. Comparing the above statistics, we can see that the future development of China's underwear market is huge.

Foreign brands compete fiercely with domestic brands.

As China's underwear market has great potential for consumption, some foreign brands have taken the lead in entering the Chinese market, and have begun to expand their market. Especially the Centennial brand Ttiumph, it has opened up the market rapidly with the operation experience of international brands, and has won a large number of loyal consumers pursuing image and quality, and has developed rapidly into the leading brand of the underwear industry. The rapid development of foreign brands has set a reference target for most of the enterprises in China. Since then, Chinese underwear enterprises have developed their own underwear brands under the influence of foreign brands, and quickly formed the southern pattern represented by Guangdong, the eastern part of Shanghai represented by the Beijing and the three industrial structure of the northern part represented by the Beijing. After several years of development, China's underwear industry has initially become an independent fashion trend of Chinese underwear. At the same time, it is not difficult to see that although the market share of underwear is huge and its brands are numerous, the real climate is rare. Besides the solid status of Ttiumph, other brands such as Wacoal and some imported brands are still in the exploratory stage. Although the domestic brands are rising rapidly, the brand position is still not stable, mainly relying on product channels and prices. It can be said that at present, most of the market share of Chinese underwear market is eaten up by some miscellaneous army, and the brand operation space and opportunity are very large. With the growing space of the Chinese market, the major brands have begun the "enclosure movement" in the Chinese market.

The scope of the small and medium-sized brand enclosure is mainly concentrated in supermarkets, high volume traders and other large traffic terminals. The main weapon of their participation in competition is "cheap price + brand goods". The price of these brands ranges from tens of dollars to hundreds of dollars. Although these brands fail to compete in the middle and high-end brands, the competition at this level is fierce.

In view of the current three forces in the underwear market, although they all occupy part of the market in their respective fields, the whole industry is still in the competitive level of competition in terms of the number of brands, the level of competition and the market share of strong brands. The competition in the whole industry is still in the backward situation of competition. The competition of the large part is concentrated on the product level, and the products by the brand are very few. Although there are hundreds of billion yuan market space, most of them are divided by the miscellaneous army. In the long run, the successful brand operation will be the successful ahead of the brand operation.