2006 Analysis of Development Trend of Underwear Industry

First, bra industry

General trend: The brand awareness of Shantou bra companies are awakened and the movements are getting bigger and bigger. The Nanhai brand will continue to remain stable, new entrants to the first-line brands will continue to fold, more and more foreign companies will enter the domestic market, and tragic tuition fees will be paid. . Large agents began to promote their own brands, small terminals showed signs of linkage, and large chain terminals attempted to break through geographical boundaries.

Shantou, after all, is China's largest production base for bras. In recent years, the limelight has been repulsed by the Nanhai brand. With the development of the market, the awakening of the Shantou brand is also a necessity. Regardless of the achievements of Mani-Fen, the development of brands such as Ao Silan, Xue Nifang, and Xia Yifang has been obvious to everyone for the past few years; Ting, Hong Ziqing and other small and medium-sized brands are working upwards and their prices are rising. In 2006, Xia Yufang and Yu Ying and other brands have relocated their marketing centers to Guangzhou. The Shantou brand will launch full-scale sprints on the second and third lines with the intention of renewing Competition for market power.

Since the year 2000, the South China Sea Bra brand has rapidly emerged and its landscape has become infinite, which has created a second-line brand for Chinese bras. But now Nanhai underwear does not seem to have the scenery of the past few years, the pace of various mature brands began to be steady, saying that many brands seem to reduce the investment in marketing and construction, began to eat slowly, it is difficult to see those in previous years The generous handwriting was promoted.

The first-line brand pattern of the bra industry can be said to have been basically mature, and the leading position of Diane, Aimeng, An Lifang and Mani Fen in the short-term cannot be shaken. Sang Fanlan, Fenyi and a number of Taiwanese brands followed, due to the operation of domestic shopping malls. The high threshold has made many new underwear brands daunting and can't do anything; it can be asserted that there will be no new strong opponents in the bra brand within five years. Some international big names seem to have no sense in the domestic market. Sources said that the first Spanish brand, Littlekiss, had experienced a setback in previous years and was silent. In 2006, it intended to make a comeback.

Zhejiang Yana is undoubtedly a big hotspot in the 06 bra industry. Under the cooperation of the domestic professional underwear planning company ----- Guangzhou ultimate marketing planning agency, Ya Hao signed the Hong Kong star Wen Bixia, the first to open domestic bra celebrity endorsement, attracting A lot of eyeballs. "Buy underwear, find Ya-Ya," the company's Ya-Yi, Ape, Aishita three brands together, debut, product mix is ​​very rich, Ya-Yi intended to build the country's largest lingerie terminal chain system. The introduction of Ya’s "1+1" marketing model, the concept of "5S" terminal services, and the fashion terminal with T-stations all show that Ya-Yao's companies have a strong ability to innovate.

In 2006, there is also a trend that many export-oriented production companies will be increasingly affected by the external sales environment, and will be increasingly into the domestic market to promote their own domestic brands. Due to the blindness of entry, the vast majority of export-oriented enterprises Turning to domestic sales will be unprecedentedly painful. This is determined by the work patterns and habits of export-oriented companies. Looking at the domestic market in recent years, there are few cases of successful domestic sales that have been transformed from export-oriented bra companies.

From the perspective of retail terminals, the chain awareness of some small terminals is increasing, and powerful terminal manufacturers have opened their own new chain stores, while some large chain terminals such as Guangdong New Feeling, City Beauty style, etc. are seeking to find How to get out of Guangdong and seek strategies to occupy the national market.

Second, home service industry

General trend: Homewear is undoubtedly the hot spot of the underwear market in 2006. There are more and more foreign interventions. Bras and seamless underwear brands have entered the field through product extension. However, it is basically difficult to make a difference in the early stage, while professional manufacturers promote sub-brands to enhance the combat effectiveness of various fronts and launch the market. defense.

In 2006, the competition for home clothes was mainly due to the product diversification of many brands. Bra companies, seamless companies, and regular underwear companies all rely on their own networks and brand influence to launch homewear products. The seamless giant Zi Xiu has just entered this market. In the first half of 2006, it launched more than 100 styles of home wear clothing. It shows its determined determination in the home service market; Dancing with Wolves launches the home brand “Milan Spring”, and the bra brand is like water. Zhonghua has introduced a large number of home wear styles. For a time, the home service market has become very lively.

Of course, the real sales of home clothes on the market today are still those of professional brands. The mainstream brands in the store's home service counters are inseparable from the names "Connie", "American Standard," "Autumn Deer," "Dalli", "Snow Fairy," and "Iseven." Those who are dominating in the circulation market are also Fu Ni Lai, Italian Da Lai, Iraqi Hong Kong, Dola Latin America, and San Chang.

Home clothes belong to products with higher technical content, similar in style and fashion, and have higher requirements for design, while traditional home dress production enterprises have many years of production and development bases and have strong technical accumulation. . In a short period of time, it is difficult for outsiders to surpass them. Therefore, their status will remain relatively stable to some extent.

At the same time, under the condition that the main market is basically stable, professional home wear brands are gradually introducing sub-brand products to expand the market front line. For example, the new generation family has previously launched the “Pai Bang Nu”, which has been launched by Dali. Ya, etc.; is expected in 2006, the market will have more home service professional deputy licensing.