Modern women are still the main consumer force in China's thermal underwear market

With the gradual diversification of values u200bu200band consumption views, especially when the education level of women has been significantly improved and the employment situation of women has been greatly improved, Chinese female consumers have higher and higher requirements for the quality of their thermal underwear .

Dividing the consumer groups of women's underwear by age group, it can be divided into 4 age groups: 18-25 years old, 25-40 years old, 40-60 years old and over 60 years old. Adult women of different age groups are more interested in thermal underwear in their There are varying degrees of variation in body shape characteristics and their preferences.

Young women aged 18-25 are an open consumer group, pursuing fashion, eager to express personal charm, and accepting sexy and unrestrained underwear styles.

The economic income of women in this age group is relatively low, and they generally choose low- and medium-priced underwear.

Married women aged 25-40 are a neutral consumer group, they understand life, pay attention to quality, and agree with famous brands to increase their self-confidence and will not blindly pursue fashion.

Women in this age group have a stable economic income and generally choose mid-to-high-end underwear.

Middle-aged and elderly women over the age of 40 are a conservative consumer group. They do not like to pursue fashion, but pay attention to subtle beauty. They think that underwear only needs to be comfortable. Women in this age group are financially stable and have certain savings, but they live frugally and generally choose mid-range underwear.

Divided by consumption channels, Chinese consumers prefer online shopping in 2020. In addition, brand counters, independent stores, and the underwear section in supermarkets have also become the most commonly used purchasing channels for consumers. In the Internet era, young consumers are more accustomed to online shopping, and building online channels is conducive to reshaping the brand's tone and reaching young consumers. But at the same time, brand enterprises cannot ignore the layout of brand counters and independent stores. In addition, the supermarket underwear section also has its own living space, and low-end operators can focus on exploring various types of supermarket customers.