Thermal underwear market has gone through more than 10 years, thermal underwear just started when consumers by the favor, but the thermal underwear market in this decade has undergone enormous changes, today, thermal underwear in the end what to do? Thermal underwear has just begun to surfaced to create a myth of the fashion industry, from the beginning of the investor has been favored by investors Yu's popular rush. In 1999 and 2000 thermal underwear reached a hot peak. After 2001, the competition will be heated up. Technology fights, price wars, advertising wars, speculation, price comparison, climbing stars and various competitions. The collective price of water in 2003, declared the thermal underwear bubble burst of prosperity, thermal underwear profit era has finally drawn to an end. Experienced this vigorous development process, after 2007, China's thermal underwear began to enter the incubation period. In 2009, thermal underwear market pattern is basically obvious, the transformation of these two words, is the manufacturer or dealer more mentions. Thermal underwear go from here? Perhaps there are opportunities for the market to appear. Thermal underwear brand breakthrough Arrays have slipped to the price of about one hundred yuan thermal underwear is no interest, not for the mall to contribute profit margins, and spring and summer withdrawal cabinet Overtaking the practice of OTC also affect the overall planning of the mall, the national withdrawal of four, thermal underwear from pride Reduced to beggars. "Has been withdrawn from the mall," "stores rely on a brand can not be profitable," "What to sell in the spring and summer?" This is a common agent of the difficulties. At first half a year to take a good rest for six months no longer, so many agents began to withdraw from the underwear industry, have switch. Cats in their own original brand image based on the introduction of sub-brand operations, that is, "Millow", "Millow secret", "Miiow sports", want to emerge from the thermal underwear brand out of fashion sexy sports Women's clothing, to create an international image, in 2009 to fully launch market investment, the effect of how the market yet to be tested. There are some brands in the thermal underwear industry once again product segmentation, such as the introduction of Wajizu Waichuan underwear, three guns launched the business underwear, but the end result is paid and not in proportion to the return, invested in the breakdown of the product A lot of publicity, but did not get the desired result. The highest annual profit contribution is still the traditional conventional underwear. How to get out of the mud in the thermal underwear? First consider this issue is not the manufacturer but the dealer, the distributor is the first to feel the winter market thermal underwear, manufacturers did not actively respond to the premise of the policy, many agents began to transform themselves, and some to do women's, Some shoes to do. Product segmentation, you put into advertising others to follow up the product, which is the status quo of product marketing in China, especially in the thermal underwear this low threshold of the industry, the performance is more obvious. Although the division of marketing by the planners as a classic, but in general you are positioning yourself in a range of divisions, you will always be able to get out of that world, a great obstacle to brand extension. When the manufacturer realized that the channel was gradually lost, how to break the brand has been put in front of the beginning in 2007, as thermal underwear manufacturers, we all agreed that we should do product extension, the thermal underwear brand extends to the field of clothing is the solution Problems, such as top-quality, color began to do home service, shirts, home textiles, but this road is not flat, according to market feedback sales, extending the product still accounted for only 30% of the annual sales less than. Peak single brand shipping volume is 2 million, 2 billion has become the bottleneck of thermal underwear business, on this basis, the performance of only the decline, did not rise. So manufacturers began to think about the changes in marketing channels, in 2009 launched its own color e-commerce marketing, the official website of their business into a shopping site; top quack is ready to open in Jiangsu 500 square meters of large stores, the establishment of underwear firm operating mode , The front door hangs "healthy close-fitting spinning" a few characters, no matter what brand, as long as the environment-friendly underwear can be sold inside; Arctic fleece began to authorize the trademark a full range of apparel products operation; Tingmei addition to retaining some of the traditional channels, Hengyuanxiang put down the noble worth, by leaps and bounds to enter the national circulation market channels; three guns are intensive farming down the countryside into the supermarket, convenience store, while the red beans in the form of home life museum to display their own brand Full range of products. Thermal underwear sales have struggled, but does not mean that the market did not have room for growth, thermal underwear is still a huge growth market, especially the rural population of basically still untapped, the company suffered only one During the painful period, the pain of reducing the "pride of the emperor and son" to "ordinary people" needs to be changed in the fields of marketing, communication, channels, products and pricing. The profitability of a single product is getting less and less. The only one that can support the healthy development of enterprises Three or two roads: to return to the regional market for self-protection, such as fibroids, copper cattle, or do a large-scale intensive farming, such as three shots, should be cool, AB, to maintain the high-end image, but the brand transformation, such as Cat people. In 2009, the authorized enterprises also stepped up the pace of entering the thermal underwear industry. The men's, women's and down-apparel industries all extended to thermal underwear industry. Under the support of their financial strength, they even stepped up reshuffling in the industry. The difference A single product marketing is no longer regarded as a marketing magic weapon, the winner take-all is what they want to do! In 2009, there is a gratifying phenomenon is the emergence of a sudden emergence of manufacturing enterprises, have registered trademarks to seize the underwear market terminal, they are a retreat into play, on the one hand to the brand business processing, on the one hand to operate their own Market, once the brand business crisis, there is no OEM orders, their first reaction is to have served the brand marketing manager hired, drastic, direct cooperation with the terminal, to promote their own brand, this point, the United States Tianya Done quite well, the foundry business suddenly jumped to run its own three or four brands, annual shipments in 2008 exceeded 100 million yuan, which is equivalent to the number of first-line brand shipments. Winner in the thermal underwear market Judging from the current situation of the market, there is no strong brand in the middle and high end. Many of the so-called brands are short-term speculation because of the lack of sustainable management concepts. Mid-market because of underwear for many years melee suddenly appeared fault, urgently needed some well-known brand intervention, as underwear terminal agents also have strong desire in this area! In the next five years, underwear industry in addition to follow the classic marketing 4P theory (product, price, channel, promotion), there will be a very obvious phenomenon, that is the brand influence, excellent apparel and footwear industry brand will There will be "winners take all" situation. No less than 20 non-underwear formed by Cornell (leather shoes), geniuses (men's clothes), septwolves (men's clothes), duck ducks (down jackets), Carrie poetry (bras), Shanshan (shirt), Langsha Well-known brands have been involved in the thermal underwear and conventional underwear sales operations, performance, almost every brand of underwear sales have exceeded 1 million units, according to the supply price accounting sales are over billion. The big international fashion, never involved in thermal underwear industry, but also a strong interest in the Chinese underwear market, and actively build underwear industry operations. Where to go to thermal underwear Why thermal underwear once born, created a lot of big business and wealth owner, the reason and foreign brands into China the same truth. For example, now vero moda, only, levts, lee, thousands of retail prices in China, while in foreign countries are cheap goods, is the migrant workers favorite brands. Because in foreign countries, they have become fast consumables, and no longer represent the noble and the image. China's underwear market, with annual sales of more than 100 billion yuan per person per year to buy three (sets) of underwear calculation, Chinese women each year in the purchase of more than 600 million (sets), 5 sets of underwear per person per year As a reasonable conventional consumer demand, and China's underwear consumers are far from reaching this level, with the underwear to become fast consumables, the next 5 years will have an annual sales of over 500 billion scale. Thermal underwear debut, which is planning to give it a scientific and technological content, coupled with the health care products marketing communication practices, continued until 2004, still everywhere in the country. By 2005, physical strength was not supported. At that time, many brands began to study how to attach their cultural concepts. First-tier brands have made such efforts, but the market growth is sluggish. You use a sexy definition, you can not go beyond the small knit, you use the fashion to define, you can not go beyond the outer, you use comfortable to define, this may be the only underwear can pursue the ultimate goal of production, but the fabric war play so Years, you have all I have, you can not differentiate to marketing. Once a new fabric appears, the leader up to a year, the second year must be all over the streets and alleys are. But in any case as a business and brand, you only adapt to the transition. Thermal underwear is just a small branch of the clothing category, because it thousands of people with the characteristics of the same paragraph, it can not be determined to stabilize the high-end market, even if there are large foreign brands are still first-rate shopping malls, but inside thermal underwear and cotton underwear Not the mainstream of sales, but by the small seasons of the knit to support, even if the international big names to run the Chinese market, such as Pierre Cardin, and ultimately put aside their worth, return to the price of the same brand in China. Once something of extreme marketization of consumer goods, and no longer mysterious to consumers, it has come to the altar, then its destination is the supermarkets and convenience stores, thermal underwear and other fully marketable civilian goods, In a short period of ten years, walked through this course, the rest is awe-inspiring sighs. Here I would like to talk about foreign brands underwear (specifically refers to the warm and conventional cotton), why they can maintain a place in the mall for four reasons: 1, he is not specialized in producing warmth, conventional products support; 2, its cutting Details do well; 3, he does not toss (not involved in the price war, the price is always one); 4, Chinese consumers trust foreign brands than domestic brands (this is the case in each industry, because People's short-sighted, often doing their own smashing their own brand of thing). In fact, the reason is very simple. China is an emerging market and a pilot area. However, when all the so-called international brands try to test the water, they will become mass-consumer goods and will naturally lower their wages. Give a very simple example, you will understand that now the price of the computer to the countryside at about 3,500, farmers feel the benefits, to see the rare things. If I tell him, 2000, I will assemble a computer for you, you are completely enough, he will be puzzled, he felt it is high-tech things should be worth so much money, and so all the brands have come When competing in the rural market, when the commissary sells computers, the price of the kiosk returns to a level acceptable to the general public (five years from now there will definitely be a computer in the rural commissary, a necessary law of civil economic development). In the face of the big international rules of the game, no matter whether China is rich or white-collar workers, in fact, like the peasants' mentality, only when other big international players enter and compete completely will they suddenly come to realize that , Had taken 3,000 pieces of clothes to buy foreign supermarkets is how silly ah! In fact, the competition has been the end of competition, we should do together, the terminal will appear two situations in the future; 1, big shop for the king; 2, supermarkets for the king. However, agents with large stores no longer make a sign, but the introduction of spring and summer knitwear and several brands of underwear, usually 100 square meters, 3-4 brands is appropriate. Major first-line brands will also be fully into the circulation market. From the first half of 2009, the first-line brands such as Beijing Bairong Trading, Harbin Tailong Street, Shenyang Five Love Market and Xi'an Kangfu Road Market have already appeared. Those brands that they always consider themselves to be high-end products with high-end products are very dangerous because thermal underwear has come to an end, allowing 800 million farmers to wear thermal underwear, which is your ultimate solution. So thermal underwear take the lead to complete the popular process, this process is the sudden arrival of 2008, so many manufacturers too late to transition channels of investment, all of a sudden dumbfounded. Many companies will be dismal in 2009 spent, for the supermarket channel and portfolio store model, they do not fully understand. As a brand business, the original requirements are actually very strict, only to allow their own brand of monopoly, but in 2008, monopoly only make a brand can not support when many agents have quit, the mall on the tasteless thermal underwear surgery, forcing it Played. Suddenly many people fall into the thermal underwear where to go confused. Some people ask, fashion will not fall to the point of thermal underwear, my opinion is that men's wear, but women's wear will not. Men's monotonous monotonous destined him in the future is also a fast consumables, and now Heilan House is not a warehouse-type trading it? However, ever-changing styles of women, can never be homogenized! Then do not have to do the brand? Of course, do not toss honestly to do so, the so-called brand, that is, others believe and then choose your thing, and you sell underwear than your 5-10 block, nothing more. Thermal underwear and electronic products to go the way similar to the original mobile phones and some fashion electronics products only appear in high-end shopping malls and stores, and now you buy in the Newsstand, so to maintain high prices to maintain a high brand is impossible. They are all on the road to fast consumables, and fast consumables should have their own destination. Therefore, a woman will always force her man out to earn money, and businesses will always force a woman to go out to spend money, play the brand in the woman is the right way. That there is a case, "underwear, the United States," which all hang inside their own brand, production is OEM, both as a business and brand, this is even more dangerous, not as good as the group of goods, the group at least you do not have inventory pressure, What you provide is just a place. All hanging your own logo means that you have to take on your own inventory. Some manufacturers also want to engage in "underwear country the United States," the model will be completely converted to their own brand name business model, this approach is still feasible, so you are not playing underwear, is playing real estate, and engage in a three-storey building, which All underwear brand (in line with the concept of underwear brand underwear). But the investment is great, the arrival of the group is also very difficult, at least pre-operation, the larger the brand to your "underwear country" is dismissive! Underwear apparel industry has also emerged a new phenomenon is the group store mode, with a sign to do face, such as the "three blessing", this is precisely the firm but not the brand, "San Fu" is not pure underwear firm, spring and summer They group the products are based mainly on young people leisure, style and Semir, Metersbonwe similar to the autumn and winter, they gathered a variety of underwear brands. Underwear from high-profile "bright sword" to today's low-key "lurking" is in line with the laws of the development of the market, the old Wang Xie Tang Qian Yan, fly into the homes of ordinary people, the vast rural market has not consumed the concept of thermal underwear, with the rural Urbanization, in the thermal underwear in the city into a desperate time, it is necessary for a rural movement, who will eventually win, in addition to speed, more importantly, products, channels, price system, mode of transmission The comprehensive turn. I think another approach to take a more realistic point, "underwear, the United States," the agency, in fact, the underwear dealers are not doing a sign, and some face is linked to a brand important to him trademark, and some simply Zhang underwear line, Xie underwear line. Such large stores (100 square meters to 200 square meters) in the country there are many, it is better to transform these stores, unified as your brand name, not only can sell your goods, you can sell other people's goods, but you can also for its Group goods (as long as you talk about joining conditions can be). Now popular mini-supermarket door can be used as a reference, the supermarket door is generally a manufacturer won, hang their own firm, 60% provided by the manufacturers supply, 40% by the local agents according to their market supply adjustment. The future thermal underwear market pattern Ten years of thermal underwear industry blowout development, has been relying on the product material and then fight the price until 2008, the entire industry is completely transparent prices, product development and homogenization, prices are close to the bottom line of costs, the channel is highly overlapping , Promotion stereotyped, these factors prompted the entire industry began to transition in 2009, the characteristics of the transition trend is obvious: 1, the non-brand underwear industry to speed up the pace of authorization, into the thermal underwear industry, relying on brand influence, to quickly establish sales network. 2, under the influence of brand operation underwear, will be to avoid the homogenization of competition, enhance the price of underwear space, so that the underwear industry from the price war mud pond liberated, from fight the price rise to fight the concept of brand height. 3, the entire apparel industry began to emerge complementary advantages of cooperation, production-marketing enterprises and brand companies began strong alliances, to further promote the big brand "winner take-all" situation, relying on big brands, itself has been steady development. 4, 2010, thermal underwear will lose all the country's first-class shopping centers channels, distribution channels and township channels by manufacturers pay more attention. 5, the production of marketing-oriented enterprises and brand business cooperation, will enable brands to light to meet the market, authorized business is the practice of international big names, a brand operation, the other operating production and sales channels set up, must win mutual reciprocity and reciprocity the result of. Thermal underwear industry in the end how to develop, to see how today's underwear business innovation, to find a suitable for their own market and consumers to meet the road. V Neck Jumpsuit,Stripe Jumpsuit,Iron Silver Jumpsuit,Black Shine Fabric Jumpsuit SHAOXING YINBO IMP&EXP CO.,LTD , https://www.yinbotex.com