It is time for the branding of women's thermal underwear enterprises

From the perspective of the development of the underwear market, the start of Chinese underwear brand enterprises is generally later than that of brand enterprises in Europe, the United States and Japan, and the brand concentration is lower than that of foreign markets, and the competition is more intense. At present, there are more than 3,000 women's thermal underwear brands in my country, and the pattern is relatively scattered. The market share of the top ten companies is only 12.7%, which is the golden age of brand building. With the full popularization of the Internet and the updating and iteration of consumer entities, the business world and social trends of thought have undergone chain changes.

The traditional underwear brand focusing on 'sexy' is in deep trouble. China's 'No. 1 underwear company' urban beauty has closed thousands of stores, Embry's performance has fallen sharply, Huijie shares have fallen into stagflation, and even the world-renowned underwear brand Victoria's Secret UK The company also declared bankruptcy in May 2020, with the parent company permanently closing 250 stores. But it is worth noting that while the share of traditional underwear brands has declined, a number of emerging brands have grown rapidly. During the Double Eleven in 2020, Ubras and Bananai, which sold more than 100 million yuan in the underwear industry, are both new and cutting-edge brands that focus on comfort and freedom and advocate the concept of euphoria. With the help of e-commerce channels, aiming at the current golden track, low-end women's underwear brands and emerging brands have achieved rapid growth. Even with the further expansion of overseas online shopping platforms such as Tmall, JD.com, and Netease Koala, and a new round of outflanking by overseas underwear brands, the data shows that over 70% of domestic consumers are more inclined to support domestic brands, and only 4% of them prefer to support domestic brands. Consumers are willing to buy foreign high-end brands. Through the analysis of brand enterprises in the underwear industry, it can be found that the number of physical stores is decreasing every year. On the contrary, the proportion of e-commerce in total operating income is increasing year by year. Especially since the epidemic in 2020, the physical stores are even more closed. Several.

In the Internet age, it is not necessary to say that online consumption is the general trend, but with the current traffic dividend peaking and the cost of public domain traffic rising, private domain traffic such as live broadcast, a low-cost and high-conversion method, should be Become the focus of new brand development. While laying out the whole network marketing, in the context of the big data era, the integration of online and offline also includes big data-driven and smart stores. Market-oriented to create a new era of data wholesalers, relying on sufficient sales data analysis as support, through big data + artificial intelligence, to make products closer to the needs of market consumers, and through big data to empower customers with accurate insights and products. Sales and Brand Operations. Integrate online channels and display products in offline stores to give customers a sense of experience and directly perceive the quality of products. The professionalism and good attitude of store staff can also make customers willing to consume. Through dynamic displays such as short videos and live broadcasts, the sense of trust between merchants and customers and the efficiency of information transmission are enhanced, and the transaction rate is greatly improved. With the advantages of online and offline service linkage, merchants can effectively maintain and expand their loyal user base.