Winter has just arrived, in the underwear industry is not significant Hengyuanxiang achieved 30% sales growth, the fate of "Fu Tiger" underwear in Beijing, Shanghai, Chengdu and other places will be listed for more than a week consecutive record sales up 100% Performance, the first shot hit the first winter underwear war shot, which is under the transformation of the storm lingering underwear industry a ray of "return to the wind."
Wang Yuan Bin, general manager of Hengyuanxiang garment company said that in 2009 Hengyuanxiang underwear double sales growth is possible. "In 2009 we did not dazzle the concept, there is no gorgeous packaging, just focus on brand culture and product quality improvement."
Sales for Hengyuanxiang this "essential" underwear caused the industry's reflection: the body, fashion, health care, the concept of war in recent years, the concept of combat, so that consumers dizzying, but also tired, but instead of "essential" underwear blandly stay In the warm level, but let everyone feel pragmatic.
Underwear industry deep inflection point whirlpool:
Brand missing
Underwear as an important branch of the garment industry, the rapid development in recent years, every year with 20% of the rapid growth. Annual sales are 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 is considered a reasonable routine Of consumer demand, and China's underwear consumers are far from reaching this level, with the underwear has become a fast consumable, the industry is expected in the next 5 years will have an annual sales of over 500 billion scale. However, China's underwear industry seems to be a small industry, the market does not seem to be booming supply and demand scenes.
As more and more knitted underwear brand intervention, and other apparel business product line extension, the market is more and more saturated, the market began to change variables: the price system confusion, concept war, business shortsightedness, brand image and other ills caused by disease Small and medium enterprises have closed. Experts point out that the brand is underwear brand is a fatal "short board."
Heng Yuan Xiang and a number of local brands such as underwear undoubtedly underwear brand building has set a template. How to find a brand building with corporate characteristics of the road? Many underwear enterprises have been explored and tried, and some even spared Giant Gold, please consult the company for brand planning, advertising companies to brand creativity, large-scale advertising campaign, but in the practice of brand building, often is a must . Think of the brand is the reputation, as long as huge amounts of money smashed ads, you can "create" a heavyweight brand. In fact, some enterprises do indeed rapidly enhance their visibility in the short term by virtue of the advertising effect. However, due to product quality, technological innovation and service failure to follow up in time, the brand vitality is extremely short.
Heng Yuan Xiang the first to regain the "warm" nature
The "five one" cycle has been restricting the healthy development of China's underwear industry: low barriers to entry industry, usually using a concept of a product a spokesman for the image of a bombing advertising a crazy discount and promotions "Marketing model, rapid gold rush. This predatory chicken oocyte almost predatory marketing, so that the rapid rise of underwear business also quickly vanished.
By playing the concept of underwear business gradually into the yellow, many underwear brand has not yet entered into people's vision, quickly out of the competition arena, which makes some underwear once perplexed: I have a good product, a good concept, why consumers Just do not pay? Weight-loss, nanofibers, seamless technology, everything, consumers exactly what kind of product? Underwear companies in confusion at the same time, found that consumers have been further and further away.
I visited several brand underwear companies found that consumers buy underwear this year, tend to cotton, hemp, wool and other natural materials. Experts suggest that underwear is in direct contact with human skin clothing, so buy underwear should be preferred health and safety. Underwear is the best choice of natural fiber products, synthetic fiber products hygroscopicity is poor.
Underwear more than practicality can highlight the humanistic care. Hengyuanxiang underwear big brand operating tips are: both soft and hard. The so-called soft power, in 2008 Hengyuanxiang become a partner of the Chinese Olympic Committee, Hengyuanxiang underwear printed on the Olympic LOGO. In addition, Hengyuanxiang invested heavily in public welfare projects. Its core nonprofit project "Constant Love Action" was launched nationwide and was praised by people in the industry as a classic case of public welfare marketing. In addition, it conducted in-depth cooperation with foreign research institutes to carry out researches on "Five Senses" Allow consumers to experience brand charm from different angles. The development of these projects enriched the connotation of the three words of Hengyuanxiang.
Nowadays, Hengyuanxiang underwear is now working on traditional Chinese folk culture, its early December 2009 "Fu Tiger to send Auspicious" activities are set off in more than 20 provinces and cities nationwide, "Red Movement", natal Tiger Consumers can ID card, account of the terminal to receive a free underwear. Presumably the Chinese "Benmingnian" wearing red pants habits will give Hengyuanxiang underwear bring rolling business opportunities.