Underwear Culture: Consumption Upgrading Leads To Subdivision Revolution

Sowing a seed and producing a seedling will eventually grow into a towering tree. This is the launching ceremony of the 2011 China international underwear culture week and the opening ceremony of the sixth Shenzhen international brand underwear exhibition by means of science and technology.

The conference launched a non touch interactive media system to enable participants to create SIUF with clapping.

From the first 5000 square meters exhibition area to the current 36 thousand square meters, Shenzhen international brand underwear exhibition, which has maintained a 100% growth rate for 5 years, can be regarded as a miniature of the development of the underwear industry.

We can also explore the important value of underwear culture for the development of the industry.

Consumer culture leads to subdivision revolution

For the underwear industry, people begin to focus on underwear culture, reflecting the pursuit and desire of a better life.

Through interviews at the exhibition site, reporters found that the underwear industry once again entered the subdivision situation, no longer singly positioning in style, category or mode, this subdivision has obvious performance in product category, sales channel and so on.

The number of men's underwear brands has increased greatly this year. The booth area is large and the content of products is very rich.

Athletes such as athletes, Rome century, ninja, Z8, Zun Chen and Ge Sheng et al also shine brilliantly on the 2011 fashion men's underwear conference held in the exhibition.

It is gratifying that many women have come to realize the importance of underwear while more men have joined it.

The gradual enrichment of men's underwear products is also a powerful proof.

At the same time, there are more targeted products and brand launches in women's underwear products, such as girls' underwear for adolescent development.

From the aspect of product category, there are not only traditional bra, adjustment type.

From the point of view of sales channels, some brands have also launched their subordinate brand products according to the main selling direction.

Especially with the popularity of online shopping, many consumers are turning their attention to network products. Therefore, the sale of lingerie enterprises has more channels and battlefields.

Industry development under cultural background

People began to pay attention to underwear culture, representing people's concern for their own health.

The Shenzhen international brand underwear exhibition has set up a cultural area, divided into brand areas.

What impressed reporters is that many big brands have been investing in public utilities for many years.

If Ordifen group "995 pink care in action", "love fashion, love environmental protection" series of activities promotion, subordinate brand Ruby's "youth entrepreneurship education plan" and so on, let consumers feel the warmth and love for the society and the public, and lay a good foundation for the creation of corporate image.

Xiao Junsheng, general manager of Guangzhou Ou Zi Ya Textile Co., Ltd. believes that the exhibition "pays more attention to the orientation of underwear culture."

This year, the exhibition has launched the "fashion culture card", advocating the idea of "health, technology, fashion and environmental protection", which is echoed by many enterprises and consumers.

Zhang Fengwei, Secretary General of the Organizing Committee of SIUF Shenzhen international brand lingerie exhibition, said that the week of underwear culture was held, on the one hand, it allowed the industry to develop healthily and orderly. On the other hand, through the continuation and inheritance of Chinese traditional culture, we accelerated the construction of our own brand and marketization, and promoted the international status and influence of China's underwear industry.

Wang Wenzong, chairman of Ordifen International Group, said in an interview: "underwear in China should be comfortable in how to cope with the functional needs of busy workplaces, while also satisfying the fashion requirements, reflecting the cultural connotation and classic inheritance.

For example, Ordifen's "China Red Series", we use a color to represent the cultural details of a country.

We expect our designers to have their own creations. "

With the development of the times and the progress of science and technology, some new ideas can also be turned from dreams into reality.

Zhao Ziyi, director of the Organizing Committee of SIUF Shenzhen international brand lingerie exhibition, also talked about the future development of underwear consumption mode in the exchange with reporters. "Maybe in the near future, we can easily choose the best underwear products that best fit our body with the help of technology and without trying it on."

Brand concept building needs attention

People begin to pay attention to underwear culture, and will guide the future development direction of underwear enterprises.

It is not hard to find that another highlight of this exhibition is that many exhibitors, especially large and famous brand enterprises at home and abroad, will focus on the promotion of brand image. Although the exhibition area is large, the design is quite satisfactory and the proportion of products is very small.

But in the process of brand concept building, we also see the difficulties that most enterprises are facing.

Zhang Fengwei believes that if the industry and market development is too fast, there will inevitably be a series of problems such as excessive market competition, homogenization of products, lack of brand culture and lack of international competitiveness. It is necessary for industry organizations and Exhibition integration to guide the industry.

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Among them, the issue of homogenization is particularly worth our consideration.

When communicating with people in the industry or even with media friends, many people feel that their products are basically the same and lack freshness.

Although sex appeal, sweetness and personality are all consumers' favorite styles, health, environmental protection and comfort are the hottest concepts at present. However, most enterprises regard these elements as selling points, and even create more brands for differentiating. This is only a temporary solution.

How to make your brand more distinctive is the key issue.

In other words, it is to enlarge the cake and spread it to meet the needs of more people, or to specialize in a particular group of people, and to segment the market. This is the question that underwear enterprises should consider and how to create the brand concept.

Because the establishment of consumer loyalty to the brand is perhaps the foundation of an enterprise's well-being.