Perspective On China'S Underwear Market Consumption Upgrading And Entering The New Brand Era

2015 China underwear Market: grasp the era of consumption upgrading

It has only been in China for 20 years, but its annual sales volume has reached over 200 billion yuan, and it is still growing at a rate of nearly 20% per annum.

Economic development and consumption upgrading have brought about huge consumption growth in the underwear market.

In 2015, changes in industry trends brought about by the upgrading of consumption will be highlighted.

In terms of trend, the differentiation of underwear products will be the general trend of the future development of China's underwear market. Underwear brands will conduct in-depth research on consumers of all ages, classes and styles, undertake differentiated product development, consolidate or extend product lines, and constantly upgrade their advantages to meet consumer needs.

Some independent manufacturers pay more attention to the improvement of design and technology, which provides a technical basis for product segmentation.

User oriented product development thinking will subvert the traditional product oriented mode and accelerate the formation of new value creation system, and new business models will continue to emerge.

And brand building based on strong products will form a leading enterprise in every subdivision area.

Opportunities for market segmentation

Wendell R.Smith, an American market scientist, initially put forward the concept of market segmentation, emphasized in his theory that market segmentation is not based on product variety and product series, but from the perspective of consumers. That is, the diversity and diversity of consumers' needs, motives and buying behaviors dominate the market segmentation, thus affecting the production and marketing of enterprises.

2014, what is the hottest part of underwear industry? No steel ring.

Undoubtedly in the forefront.

Instead of sponge bra, it is becoming a new hot spot.

The continued escalation of consumer concerns about women's health has led to the gradual growth of underwear products related to this.

From the initial cover up, basic clothing, to shaping and adjustment, underwear has entered a new era of "healthy" and "comfortable".

All this stems from the escalation of consumer demand.

The upgrading and diversification of consumer demand also push the underwear industry to the market segmentation.

Product segmentation has become a necessary condition for brand underwear to further occupy the market.

Many enterprises know that it is very difficult to achieve the future by relying on a series of products to eat the whole world.

However, enterprises can not decide the competition between products and categories, because the basic driving force of market segmentation is the differentiation of consumers' needs.

What will happen to underwear consumption demand in 2015 and in the future?

Market segmentation first is crowd segmentation.

The forecast of the underwear industry shows that for the consumer groups, it can be divided into urban and rural areas, men and women, girls and women.

Underwear practitioners are increasingly finding that they are faced with a group of people who have never been in China: they grow up in a more favorable economic environment, have a symbiotic relationship with the Internet, have a broader vision, pursue the trend and personality, and attach importance to environmental protection and health.

They are young people who are the main body after 80 and 90.

When these young people go to the workplace, have independent economic capacity and have more decision-making power on consumption, their choices show distinct characteristics from the previous generation.

They promote consumption upgrading as the main force, and the most obvious manifestation of this upgrade is price.

We find that this group is increasingly willing to consume higher priced brands.

Huang Yihong, chairman of the "Ge Ge" brand, told reporters that consumers are right.

With the gradual increase in demand and the increase in consumer purchasing power, the price choice of home clothes is no longer purely concerned with prices, and more attention is paid to the value presented by products.

According to market research, in choosing the price level of home clothes, people tend to choose the middle and high grade and exquisite household clothes that can reflect the value of the product 500-800 yuan.

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Market segmentation is not only reflected in product prices, but also in the richness of categories.

With regard to the current situation of China's underwear market, underwear sales are increasingly branding, the market of thermal underwear is becoming saturated, the sales of knitted colored cotton underwear are hot, women's underwear brands are abundant, girls, children and men's underwear market are yet to be developed.

In addition, some professional markets will gradually be excavated and occupied, for example.

Professional big code, professional flat chest, professional fat man bra, professional pregnant woman, professional mommy and so on.

Charm curve brand chairman Wu Mei said China

The future will continue to be fragmented. There is a huge gap and space. There is no need to get together in a single category and copy each other.

In fact, this phenomenon has become a common "headache" in the industry. The disorderly and chaotic market competition is not conducive to the healthy and sustainable development of the market segments.

Regression of product technology

The importance of craft to underwear is self-evident.

Fabric and craft are the main embodiment of underwear value. A small fabric and a slight angle of sewing adjustment can bring a new look of dress.

The upgrading of consumers and the reshuffle of the industry are calling for the initial return of the underwear industry, starting from technological innovation, and pushing forward the steady progress of the industry.

In 2014, the underwear industry does not lack deep reflection. In 2015, we will see more rational behavior.

"Regression" is the two most frequently heard words from underwear operators in the past year's interview.

Wang Dongwu, general manager of the first secret honey brand, told reporters that the product idea that was misled by past channels should be returned to the true colors of the bra, that is comfort, fashion and sex appeal.

Whether it is the essence of returning products or the creation of new categories, all rely on the upgrading of the overall industrial technology level.

For example, the emergence of bra without steel ring has benefited from the maturity of a molding process, and the development of new fabrics has created new hot spots in the market, such as non sponge bra and technology underwear.

Upgrading product technology sometimes looks like a passive choice of enterprises because the information is more and more pparent and consumers are getting smarter.

Ma Bin, a new family member, believes that after years of education, consumers have become professional. They are no longer aware of the type and function of fabrics.

Hi-tech, functional and environment-friendly textiles will become the mainstream of underwear brand. Advanced cotton fabrics will still be valued and the traditional natural fibers will be processed in deep processing.

With the same view, Gu Huang said, consumers are no longer limited to choosing a single product style, but tend to choose a variety of styles, styles and quality inspection. This requires enterprises to pay more attention to product style, style design and quality assurance, so as to further arouse consumers' desire to buy.

The emphasis on technology innovation and enthusiasm, in addition to responding to smarter consumers, is the respect and love for this industry.

In the underwear industry, the pursuit of technological innovation has to mention Rong Li.

Zhu Xiangdong, chairman of the board, is one of the few entrepreneurs in the underwear industry who has always been excited about new technology and new product development.

In the second half of 2014, the purple show bra launched officially on the market. For this reason, Zhu Xiangdong spent 20 million yuan on four years.

The practice of purple show may be difficult to get in a short time, because huge investment and long wait are not acceptable to all enterprises.

However, it is certain that although the whole industry is far from reaching maturity, more and more manufacturers attach importance to product technology and design innovation.

In addition to enterprises, industrial clusters also put technological innovation at an unprecedented level.

In this regard, Shenzhen seems to be ahead.

In November 2014, the "China underwear design Silicon Valley" project was officially signed in Shenzhen and will be officially launched this year.

It is understood that the project has received the attention of the master of underwear design in France and Italy. After the completion of the project, it will invite 20~30 top international underwear designers, such as the famous French brand design studio Stella cadente, to form a lingerie design studio and an international design master's individual creative studio to provide international consultancy services for Chinese underwear brands.

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Exploration of mode breakthrough

The slogan "terminal is king" and "channel is king" were once considered the most famous slogans in the underwear industry. With the coming of the new era of consumption upgrading, "consumers are king" has become a new criterion for brand development of enterprises.

The breakthroughs in pattern also follow.