内衣保健主要几个品种（Underwear health care of several varieties）

1、内衣保健主要几个品种（Underwear health care of several varieties）3. health care underwear marketWith the production of underwear materials and technology advance, another important branch for the development of the concept of gradually health underwear underwear. Infrared magnetotherapy underwear, underwear, J

2、utecell underwear. With the increased emphasis on consumer health, health underwear market has bright market prospects. And body shaping underwear like, health underwear market is also more chaotic, the concept of speculation market excessive overdraft market resources, which is not conducive to the

3、 healthy development of the market.4. special functional underwear marketThe special function of underwear is needle to the different needs of consumers tailor-made underwear, is one of the most important sports underwear underwear and breastfeeding. With the demand of consumer personality improveme

4、nt, special functional underwear will become the trend improvement in the future, the market prospect is very bright. Brand.(2) consumer demand analysisSurvey shows that Asian women, especially Chinese women buy underwear is undergoing major changes. Women in our country clothing consumption takes a

5、bout 8% to buy underwear, 3% more than ever, is expected to increase to 10% in the near future. Chinas strong in womens fashion underwear consumption growth, then 5 years of uniform growth of 11%, compared with the other 7.5% garment industry growth is high.1. brandThe results showed that in the lin

6、gerie market, a total of nearly 60% of the purchasing power of the market to the famous brand. Sportica official flagship store. With the increase of the income level of international residents, the people begged on the products to further strengthen the brand. For lingerie ten brands.2. safetyThe i

7、mprovement of peoples living standard and the frequent occurrence of safety accidents in recent years, a variety of products, look at the clothing brand promotion plan. The quality of the products so that consumers attention straight up. Advanced technology, excellent quality of childish with well-k

8、nown brands, to get the trust of consumers.3. benefitsFrom the current international underwear market pattern and the international level of consumption, the share of high-end underwear market accounted for only about 10% of the underwear market, underwear market consumption is still in the low-end

9、products. Therefore, to expand the underwear market must consider the current consumer purchasing power and consumption habits, and collusion strategies of high-end underwear market huge development potential in the future.The 4. reasonThe bold and warm color is a big trend in underwear. Sexy, young

10、, stylish, avant-garde colors mixed together, is absolutely perfect and harmonious modern collusion. White represents the innocent and chaste. I dont know French transparent underwear. White is the most popular color, your underwear fashion forever with romantic feelings. Red represents the vitality

11、 and enthusiasm, nongyan. Different shades of red, orange, and red by the dark purple will become a trend, want to know Japanese lingerie. Create a flashy, temptation and charming feeling.5. personality fashionWith 80, 90 fashion personality family gradually entered the stage of society and plays a

12、more and more important role, fashion trend has gradually become the consumer market. Conform to the consumers personality fashion needs, to seize market opportunities in the fierce market competition, to ensure the realization of marketing objectives.6. demand diversification lead to market differe

13、ntiationAlong with the market economy development and the new demand will gradually emerge, the underwear market subdivision and the consumption level will be concentrated, the trend of diversification development, to meet the needs of different age groups and different levels of consumer demand. Th

14、is is for underwear production enterprises through careful analysis of the market, to capture market opportunities, make accurate market positioning. In order to ensure an invincible position in the fierce competition in the market.7. terminal product portfolio diversification underwearIn order to m

15、eet the needs of different consumers, the higher the terminal underwear product portfolio for more; bra, underwear, clothing, pajamas, Home Furnishing corset, seamless body, warm, full range of products such as swimwear combination has become the inevitable trend of improvement in the terminal.Four,

16、 analysis of competitors(1) department store channelMarket share and reputation, customer satisfaction, product quality, annual turnover, tax, export, brand force, intellectual development force, operation team, enterprise culture, service level and logistics extension force, advertised force as a b

17、enchmark, Chinese department store channel underwear market after a brand camp the round of the competition, planning. Is to form the first camp, Ttiumph, Wacoal, love maniform, Embry represented by Sunflora, Ordifen, Fenyi, ancient and modern, as the representative of the second camp, with EBLIN LA

18、 CLOVER, AI Bilin, Leica ESPRIT aspery, Moulin Rouge, Etam ETAM as the representative of the new group camp of the three camps.Overall, Chinese international clothing market department store channel competition pattern is relatively stable, intense competition, high market access threshold.(2) the w

19、holesale market and international trade channelsInternational underwear wholesale market and international trade market is more chaotic, the market price gap, product brand or brand awareness is low, low value-added products, the quality of products of the low-end positioning is uneven in quality. F

20、ive, a brand market positioning(1) brand positioningThe 1. day: brand positioning shaping underwear brand2. a brand brand positioning: sport and health professional brand underwear underwear, nursing professional brandThe relationship between 3. and Amagatarai a brandTianyu brand and brand is a bran

21、d underwear for different market segments of two independent brand.(2) the target marketThe 1. day target market: learn a woman. Are old women2. a brand target market: sports women, pregnant women, the pursuit of strong women(3) class brandThe 1. day: in the high-end brand high performance plastic b

22、ody underwear2. a brand in the low-end brand: safe and comfortable underwear special function(4) marketing channels1. Amagatarai brand: looked at her pants size table. The high-end department store channel2. a brand: the general market channels, chain channels, wholesale market(5) brand target1. bra

23、nds AmagataraiSince the Tianyu brand enters the international underwear market, rapidly. According to statistics, Tianyu brand underwear underwear market share of 5%, and strive to achieve 10% market share in 2012.2. a brandA brand of international brand positioning special functional underwear, in

24、2010 after entering the market, and strive to occupy the sports underwear market 8% market share in 2012, occupy the market share of 8% pregnant women underwear market. Learn lingerie size.Analysis of six enterprises, SWOT(1) advantage1. industry operation experienceThe enterprise has plastic body u

25、nderwear brand words, underwear industry has many years of experience, accumulated more thick underwear industry development resources.2. production capacityThe enterprise has its own factory, strong underwear manufacturing capacity, is conducive to the production cost of compressed underwear, savin

26、g the cost of the product.3. enterprise supportFor enterprises to promote a brand underwear brand attaches great importance to the integration of industry resources, promote a brand marketing.(2) weaknesses1. R & D capability is weakEnterprises have a solid experience in R & D in the body shaping un

27、derwear, but for a sports bra and underwear for pregnant women, then R & D strength is not enough.2. enterprise high operation costBusiness office management department is located in the core area of Shenzhen City, the office cost and human resources cost high enterprises, product operation cost inc

28、reases to a certain extent.3. of the competitors do not understand(3) opportunities1. special functional underwear market prospect is brightThe sports bra for example, ordinary bra when women wear and movement of the breast prolapse and shoulder straps from slipping downward pressure, cause, and the

29、 connective tissue of the breast as time goes on and relaxation. Compare the promotion. The expert points out, be sure to wear the shockproof, sweat more excellent professional sports bra, can be protected from harm. According to statistics, lingerie chain. 25 million women often do sports,Each year

30、, sales of nearly 1 million sports bra, with an average of 77% women who do not wear a sports bra when in motion. Therefore, the market prospect is very cheerful sports bra. In fact, the brand.2. regional advantagesShenzhen city has formed a underwear industrial cluster advantage obviously, which is

31、 one of the underwear industry scale, output value of 15 billion yuan; the other is the important position in the country, the output accounted for about 1/10, accounting for Guangdong 1/3. Shenzhen infant underwear industry, see lingerie brand. For a brand brand improvement provides all necessary f

32、acilities and conditions, conducive to the effective integration of industry resources within the enterprise and strengthen their own improvement.(4) challenge1. competitors first set the access thresholdThe first brand to enter the market after the underwear will have behavior, competition pattern,

33、 the competition pattern formed artificial barriers to entry for entry.2. fierce competitionThe underwear market is a rapid improvement in the sunrise industry, the market prospects is very bright. At the same time, the underwear market is a more intense competition in the industry, look at the prop

34、osal. The industry is currently in the stage of integration bigger and more intense competition.3. Tianyu brand and a brand how to coexistAt the launch of a brand underwear brand, I do not know the clothing brand promotion plan. The enterprise has Amagatarai plastic body underwear brand, handle the

35、relationship between the two brands, the brand synergy between brands, enterprises need to solve the problem. Compare the ten Chinese underwear brand.Seven, a brand marketing strategyFor many new brands want to in the fierce competition in the market today so it is not easy to reach, especially smal

36、l and medium enterprises when everything starts from zero is more difficult, need to take a series of the difference marketing strategy, to achieve brand marketing objectives:(1) to lock the small market, looking for the big.Small segments of the market, but the market share is high than in mass mar

37、ket cannot be based on good times. A brand market positioning for the special function of the professional brand underwear market (Sport and health underwear brand, professional professional brand underwear for pregnant women), the advantages are as follows: compared to see transparent underwear.1,

38、the special function of the underwear market less competitive2, market segments in the Challenger or attendant, to reduce the access threshold, to reduce resistance(2) concentrated varieties, reasonable pricing in the market1, the product is less from all aspects of production, distribution, managem

39、ent will be greatly simplified, and the cost is saved; able to concentrate, to facilitate product promotion; reduce the distribution of inputs and dealers capital risk.2, the price of keeping pace with the opponent, can avoid the price on the impact of competition caused by beating the competitors;

40、link costs space for channel operation.(3) in the chain channels, the shopping channel and wholesale market distribution channels togetherThe construction of the chain channels, later to shop, savings terminal management experience, at the same time franchisees around the improvement, in various are

41、as of stores are successful, the office of the direct management of the local area, direct improvement of franchisees. At the same time, with the promotion of the shopping channel and wholesale market channels, can be in a relatively short period of time to push the products into the terminal.Three

42、channel models, considering the low-end brand positioning and product development in order to save costs, the general market channels and high-grade wholesale market channels, long term chain operation.(4) to low input terminal propagandaA brand strategy of brand promotion by terminal small investme

43、nt promotion way some savings, in order to win. Do not put counters, large advertising. Through market research and analysis, target location behavior of the crowd, to end customers directly in the clothing market such as publicity, posters, related websites targeted publicity, soft products etc.1, the terminal of the