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Foreign High-End Underwear Brand Brings Smoke To The Domestic Market

2009/2/13 0:00:00 10280

Ttiumph, Wacoal, Santa SA, loverclover, if this is the international underwear brand recognized by women consumers in China's underwear market in recent years. And then Chantelle, CD, TOMMY, BABARA, CK, Victoria s secret and so on, making the relatively unfamiliar brand of consumers quietly entering China, ready to go, like wolves entering, will soon set off the ultimate competition of high-end underwear brand in the domestic market. In recent years, the rapid development of China's economy has been driving the demand of high-end consumers. Consumers are paying more and more attention to underwear demand. The demand for underwear has gradually increased from the low level of quantity and style to the high-level demand of fabric, quality and brand, and the technology content and brand value are getting higher and higher. The rapid development of the income and consumption consciousness of Chinese high-income female consumers decides that the demand for international brands is more and more vigorous. Because of this, the high-end brand underwear of various countries has observed this point accurately. They have entered China in the past two years, and are eager to establish the leading position of internationally famous high-end underwear in the Chinese underwear market as early as possible. 　　高端内衣品牌现状纪实：　　2004年，位于北京的Highteam International（高联缔盟）在某五星级酒店进行国际内衣品牌流行趋势发布会，其代理的NINA RICCI（意大利）、Millesia（法国）、Borner（德国）、J.LobyJenniferLopez（詹尼佛-洛佩兹）、Meli Melo（法国）、Wonderbra、Hanes（美国）、Playtex、Hello Kitty等多个品牌在发布会上让众多专业人士和媒体领略国际内衣品牌的风采；　　2005年，由香港某贸易公司代理的国际品牌内衣连锁店–Private Shop（美派店）进驻深圳，凭借在香港多家内衣连锁的二十余年的经验和优势，以连锁直营模式陆续进驻北京新中关、深圳万象城、上海锦江迪生、成都、沈阳西武等城市高档商场，旗下代理国际内衣品牌：Lejaby蕾佳彼（法国）、Chantelle仙黛尔(法国)、Hiut（法国）、Princesse tam·tam（法国）、Ritratti(意大利) 、Simone Perele（法国）。 In 2006, the Spanish international brand Littl Kiss was stationed in Shanghai. At the same time, the European top brand agent Lavogue (Lan Fangge) stationed in Shanghai, opened the flagship store of Lanfang Pavilion in Shanghai in the mode of direct operation, and represented several international underwear brands: Zsport, Aubade, Daniel Hechter, Unidea, etc. in 2007, Kristi (Italy) was represented by a trading company in Guangzhou, entered the Chinese market and entered high-end shopping malls. In addition, many international underwear brands such as DIM (France) and Wolford (Austria) entered China through the channels of trade or agency, and gradually entered the high-end underwear market and locked the high-end target consumer groups. "Shanghai" At present, the main selling modes of the international brand operators or agents that are contacted by the author are as follows: direct battalion: direct production, sale and management by underwear manufacturers; the establishment of exclusive stores and counters in the high-end shopping malls of the developed cities and central cities in the country; the management of store development and store management are all directly managed by the underwear manufacturers; the advantages are: strong execution, convenient management, unified management standards such as image and price, and easy to get the recognition of high-end consumers. The disadvantage is that the localization process is relatively long. This form is the most widely used sales mode at present. Authorized operation: authorized by foreign underwear brand providers, and paying the brand royalty, which is fully developed by the operators in the domestic market. The advantage is that it is easy to manage the direct effect, and the disadvantage is that it is easy to get out of control. Agent: the manufacturer designate the operator, the manufacturer is responsible for the product production, the operator imports products responsible for the full sale of its brand in the designated area, and sets up counters or stores. The advantage is that the responsibilities are clear, the products are pure imports, and the disadvantage is that the products are not necessarily in line with the needs of Chinese women. Internet Direct Selling: importing brand underwear by traders and selling on the Internet. The development trend of the high-end underwear market is: firstly, the author believes that the future development of China's high-end underwear market depends on the gradual changes in the demand for high-end underwear market, which are summarized as follows: import localization, including the difference in production localization, the difference in consumption concept, and the difference between North and south, which determines that pure imported underwear must meet the real needs of consumers gradually. The differences between Western and eastern people's physique and concept, the demands of Oriental women on the concentration effect, and the differences between European and American consumers who advocate the natural and comfortable consumption concept, and the difference of cups between China and North America consumers decide that any international underwear brand needs to go through a different process with the clothing brand, and also decides that any enterprise needs to realize the localization process. In China, international brand Ttiumph is undoubtedly a successful example of successful localization through years of insistence. From competition in technology, style, brand awareness and other aspects to the competition of brand value, culture and other core values, the competition between high-end underwear brands of the international level, at the consumer level, not only the low level competition of production technology, style, cost, brand awareness, but also will gradually develop into brand equity such as personnel, brand loyalty and brand awareness, as well as the competition of brand core demand, brand underwear culture and the dissemination of core values. The form of brand promotion: the promotion of brand awareness for the promotion of luxury underwear brand culture. For Chinese consumers, many of the international brand underwear has not yet been recognized, so first of all, we need to promote the popularity of international underwear brands, so that target consumers can effectively recognize underwear brands. However, cognition does not establish consumer loyalty to the brand. Only when promoting the luxury culture, lifestyle and fashion concept of high-end underwear brand, consumers will truly accept the high-end brand underwear culture. Combining with fashion elements, concepts and themes, imagine that if these branded underwear can be combined with expensive perfume, valuable jewellery diamonds, famous paintings, watches and so on, together with the luxurious way of life, and combining the fashionable concepts and elements to promote the target consumers, it is believed that the consumers are more likely to accept the high priced brand underwear. The problems that need to be solved and should be noticed in high-end underwear market are: the consumption concept and physical difference between the East and the West (differences between China and Europe and America). In the past, I have mentioned the differences between eastern and Western countries in terms of physique and consumption. The Orientals pay more attention to the detailed effect of bra and the details of styles, colors, lace, and cups, but consumers in Europe and America pay more attention to the natural comfort of products. This requires international brand underwear to further study the demand of Chinese high-income female consumers and eliminate the differences between the East and the West. The difference between North and South consumption groups is that China has a vast territory. The geographical factors determine the difference between the north and South populations. The population of northern consumers is larger than that of the southern consumers. The consumers in the north and southwest regions are more accepting consumption in the high-end shopping malls, while the Eastern coastal areas and the southern coastal areas are also more likely to buy in the exclusive stores and high-end shopping malls. Domestic high-end underwear brand operators should make appropriate adjustments according to the differences between the north and south of the domestic consumer market. 　　销售场所和服务的变化　　目前，绝大多数的高端内衣品牌的渠道销售模式基本是采取在比较高端的商场或目标消费群比较集中的路段开设专卖店进行销售，但针对高端女性消费消费群体的生活方式和习惯应结合多种销售场所如：女子会所、健身房、美容院、酒会、艺术场所等高端女性出入的场所，并结合会员制及定制、贴身服务、上门送货、会刊邮寄等为目标消费者者提供综合性深度服务；　　推广内衣品牌还是渠道商品牌　　相信对于内衣品牌运营商（贸易商）而言，都希望推广自己的内衣连锁店品牌或经营的公司品牌，但由于自己本身所代理品牌知名度等品牌资产的原因，需要首先对自己代理或经营的拳头内衣品牌进行推广，只有自己所代理的高端内衣品牌获得了消费者认可及广大消费者认知的基础上，才有可能获得更多内衣品牌厂商的支持和厂家 Resources, so as to better promote their store brand or brand. Wang Xiaonan: editor in charge