Three major trends in China's underwear industry: integration, segmentation, cross-border
Domestic underwear products continue to grow, and the market is becoming more and more rational. At the same time, underwear brand enterprises are also the Eight Immortals in the transformation attempt. In recent years, capital has further promoted the pace of transformation and upgrading, integration and merger, and survival of the fittest in the underwear industry. A large number of enterprises have continued to exert their efforts in the path of transformation, or intensively cultivated, and increased investment in segmentation; or seeking cross-border development. The pressure on the transformation of the underwear industry has further increased. Under the various ways of changing business models and exploring new businesses, underwear companies have further accelerated the pace of transformation and transformation. The channel side of underwear enterprises has gradually entered the stage of refined transformation of products and services driven by consumers. Under the trend of personalized and experiential fashion consumption, we will focus on the investment opportunities brought about by the structural changes in the consumer goods industry, as well as the industry integrators who accelerate the integration of quality resources in the channel. Some insiders expect that the underwear industry will usher in an overall recovery. With the improvement of the offline payment system and the retail innovation brought about by the new retail of online and offline logistics integration, various underwear brands will also open stores online. However, behind the store, you need stylish and practical products and designs, a flexible and responsive supply chain system, and sophisticated and systematic operations management. Otherwise, no matter how many shops are opened, it is difficult to escape the bad luck of closing the door. Today, underwear companies are making new changes. There are many companies that are crazy to open stores and seek new growth opportunities like the urban beauty brand. At present, there are many products in the underwear market, and competition among the same industry is intensifying. The underwear industry directly faces the consumer market, and its product development is closely related to consumer demand. Due to the changing needs of consumers and the rapid changes in the theme of underwear, people are increasingly demanding design and popularity for underwear products. Can the underwear enterprise's homeopathic transformation be recognized by consumers? Everything remains to be seen. Trend 1: Seamless integration of online and offline In the development of the retail industry, people often say a word in the past year, followed by Wang Jianlin to Wanda to open a store online, followed by Ma Yun to develop a red economy. Nowadays, the offline Wanda Group is seeking the growth of online business, and Ma Yun on the line has also begun to target the development of physical stores. The data shows that the seamless connection between online and offline will become a new consumer trend, and omni-channel underwear companies and retailers will become real winners. A wide variety of shopping options broaden the sales channels of underwear brands on the one hand, and maximize the consumer shopping experience on the other. Online and offline high integration has become a trend. Whether it is a local old-fashioned underwear company or an emerging Amoy brand, they have already realized the necessity of getting online and offline. With the introduction of the concept of “new retailâ€, the imaginary consumption scenarios and business forms are being realized step by step. Brands that rely on low prices and fashion to win are no longer brilliant, and they are beginning to seek a way out. In the context of consumption upgrades, consumer demand has become increasingly personalized and diversified, leading to the “new retail†model of online and offline channel integration. By expanding the “new retail†model, e-commerce and physical retail companies are expected to open up omnichannels and complement each other's strengths, providing consumers with a better shopping experience and helping to expand their business. And the key to how to achieve seamless online and offline connectivity depends on the channel integration capabilities of underwear companies and retailers. There seem to be two parallel spaces in the Chinese market. The stores in the first- and second-tier cities are always popular with popular brands. In the third- and fourth-tier cities, there is little interest. Some brands that are difficult to win in first- and second-tier cities are very moist and cheap in low-tier cities. Consumers in both spaces have different fashion concepts and shopping experiences. Between the first-line brands and the consumers in the third- and fourth-tier cities, it can be said that they still maintain a kind of "unfriendly" relationship with each other, such as Mannifen, Gujin, Ai Mu, Tingmei, etc., which mainly occupy super-large cities. The lack of first-line brands in most third- and fourth-tier cities, just the second- and fourth-tier cities second-tier brands play an important space; such as: Meisi, sister flowers, Kasperan, water flowers and other brands. The urban income of the urban beauty underwear business with a large-scale urban layout is higher than that of the same industry. The urban beauty outlets are concentrated in low-level cities. After years of sales frustration, the channel performance changes and the initial evaluation performance after the store upgrade is expected to exceed expectations. Branding is an important upgrade direction in the process of consumption upgrade. In the past three or four-tier cities, the underwear market was dominated by unbranded bulk cargo. As the per capita disposable income of the third- and fourth-tier residents continued to increase, consumers will increasingly favor branded products and gradually shift from satisfying quantity to pursuing quality. From satisfying basic functions to pursuing fashion and brand, brand products can be divided into two categories, one is the brand developed by the third and fourth line, such as Mannifen, Gujin, Tingmei, etc., and the other is a brand with certain popularity. Sinking into third- and fourth-tier cities, such as Kassim Fen, Meisi, sister flowers, water flowers, etc. Branding of third- and fourth-tier cities is the trend of the future development of the underwear industry. Brand underwear of other first- and second-tier cities will gradually Sinking into the third- and fourth-tier cities. The upgrade path of underwear category in the third- and fourth-tier cities is basically the same as that in the first- and second-tier cities, only because the new generation of consumer power in the third- and fourth-tier cities is mostly well-educated 80, 90, and 00, accepting new things. The degree is higher, and with the increasing popularity of the Internet in recent years, the sources of information are diversified, and the upgrading speed of third- and fourth-tier cities will be higher than that of the first- and second-tier cities. With the acceleration of urbanization and the rapid growth of the domestic third- and fourth-line underwear market, the consumption potential of the third- and fourth-tier cities will be further released, and the new space for the domestic underwear enterprises will be expanded. This change in consumer trends is bound to attract more companies to “deep downâ€, and domestic high-end underwear brands will gradually “sink†the channels, and “fashion to the countryside†will become a trend.
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