Local Underwear &Nbsp; Call For The King.

China underwear market investigation and analysis report shows: China's current Underwear market Annual sales range from 20 billion to 50 billion yuan, and increase by nearly 20% annually. According to statistics, imported brands account for about 60% of the market share in the domestic underwear market, mainly in Hongkong, Taiwan and Japan, most of which have been set up in China. price Between 50~300 yuan, 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 wear underwear. consumption The expenditure is only about 20 billion yuan, accounting for only 5% of clothing consumption. 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 in pursuit of image and quality inspection, and has rapidly developed into the leader of the underwear industry. brand 。 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 most of the market share of China's underwear market has been some. Miscellaneous brand Army encroachment, brand operation space and opportunity is very big. 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.

Looking at the three forces in the current underwear market, although they occupy a part of the market in their respective fields, regardless of the number of brands, the level and means of competition, and the market share of strong brands, the whole industry is still at a backward level of competition. Most of the competition is concentrated on the product level, and few products are driven by brands. Although there are tens of billions of dollars in market space, most of them are partitioned by the miscellaneous brands. In the long run, the successful brand will be the brand that runs ahead of the brand successfully.

　　 A foothold must have core competitiveness.

The low-level competition in the underwear market has led to the success of brands that attach importance to brand building and marketing planning. At the same time, on the product side, we constantly introduce new products with high humanistic care concept and scientific and technological content, as well as the brand that implements brand culture and enhances the brand competition. This brand will have a lasting core competitiveness in the future.

Competition makes market segmentation outstanding. Whether it is product segmentation or market segmentation, it will show a pattern of differentiation, diversification and complexity. At present, some mature brands have entered the whole range and age division in the aspect of product development. For example, Wacoal attaches great importance to the research and planning of the market, seeks market competition blank points for market segmentation, and develops underwear products for children under 12 years of age and middle-aged people aged 40 and above into the market. This will make the small and medium-sized brands that "mix food and eat" in the market segmentation more difficult.

　　 Developing shackles to be solved

At present, the main competitive mode of underwear is concentrated on the level of product competition, and the phenomenon of brand homogenization is serious, which does not accord with the requirements of fashion and individuation. Brand designers must step out of the traditional design mode and boldly carry out the design and innovation of underwear. The competition of underwear brand is, in the final analysis, the competition of talents. However, at present, our underwear is extremely short of professional talents in terms of design, edition, material, technology, underwear management and so on. Besides, the academic research on underwear is not enough, which seriously hinders the development process of underwear industry and loses the strength to compete with international brands. Nowadays, the underwear industry has developed to the crater of brand operation. It is inevitable to transform the "brand led" scale operation into a "small-scale, homogenized and decentralized" mode of operation. Who can integrate more social resources, make the brand bigger and stronger, who can achieve scale and brand advantages, and then win the final.