The underwear market presents a good development trend.
In 2003, the average annual sales of the global underwear market was $29.5 billion, of which the sales of bras accounted for 56%, underwear and tights/daily clothes/corsets accounted for 32% and 12% respectively. In 2003, 6.4 billion bras and underwear were sold worldwide, of which 84% were bought by customers in developing countries. The underwear industry is gradually growing into an industry with global annual sales of 30 billion dollars, and it is expected to enter a period of rapid development in the next five years. By 20 10, the turnover of the global underwear market will increase by 9%, with the market growth of developed countries only 5% (caused by the low population growth rate, the emergence of an aging society and the saturation of the product market). In sharp contrast, the market growth of developing countries can reach about 20%. The number of women's underwear products in the world will increase steadily at the rate of 7%, eventually reaching 6.8 billion pieces, most of which are from developing countries. The most promising markets and production bases include India, China and Southeast Asian countries.
Underwear industry has developed for more than 30 years in Taiwan Province Province, 50 years in Japan, 100 in Germany and only 10 in China. The underwear market continues to grow: in France, the sales of underwear (women's basic underwear) in 2003 was $365,438+billion, with an annual growth rate of 3.5%, and women's underwear consumption accounted for 22% of women's clothing consumption; In the United States, due to the prosperity of designer brands, the continuous research and development of products, the increase of advertising funds and the continuous demand of consumers, the underwear industry in the United States is gradually attracting the focus originally gathered in the clothing industry and becoming the only category in the clothing market that has never stopped growing; In Britain, although the problem of aging population and low population growth is becoming more and more serious, and the growth rate of underwear market has slowed down, sales in 2003 still increased by 7.9%. Experience shows that the global underwear market is still in a period of growth, especially in developing countries, which are basically above 20%, and it is believed that it will continue to grow for more than five years; Although developed countries have experienced a period of substantial growth, they have maintained a steady growth trend.
Brand status quo and its international comparison
The development of market brings more and more development space to enterprise management; High-end, fashionable and personalized underwear increasingly highlights the importance of brands. Therefore, the market demand for underwear will gradually tend to the demand for certain brands; Therefore, market competition will also pay more attention to brand competition.
Because China traditional culture does not attach importance to underwear, women's underwear industry conforms to the international trend, and as an important industry, it has only entered the development period of about 10 years. Although in recent years, with the fierce competition in the underwear industry, various underwear enterprises have subdivided the market according to different target markets in order to expand the market, and many new brands have been derived, but at present, only the middle and high-end domestic brands that have reached a certain scale in China are Anlifang, Manifen and Aimu. International brands mainly include Triumph, Wargo and CK.
See table 1 for the comparison of advantages and disadvantages of major brands, market share and brand positioning analysis:
Table 1 Comparison of Advantages and Disadvantages and Market Share of Underwear Brands
Advantages and disadvantages of underwear company's brand target market
Triumph's high-end fashion women are equipped with a European design team in Hong Kong's Asian headquarters, which can design new concepts according to the Asian market every quarter and be famous for their fashion. Because designers only design for the whole of Asia, and it takes a long time from design to production, it is difficult to respond quickly to the domestic market.
Sloggi young woman
Fall for high-end women who pursue luxury.
AMO low-end market
High-end fashion women who love Aimo cooperated with Beijing Institute of Fashion to develop the best design ability in China, with clear brand strategy, and successfully planned underwear show with the product concept "Dunhuang" as the theme. Conceptual innovation is not as good as international brands.
Young women in Imi
La clover is a high-end woman who pursues luxury.
Anlifang Embryform high-end fashion women have a high brand awareness because they first entered the market. Due to the lack of brand maintenance, brand aging occurs from time to time.
Vandersey young woman
Maniform, a high-end fashion woman, has a low price advantage among similar brands. Insufficient brand planning ability.
Evi, a high-end woman who pursues luxury
The Japanese brand of high-end fashion women in Hua 'geer inherits the characteristics of Japan's emphasis on functionality and the shaping of body shape. Brand awareness is not high.
Cckck middle and high-end fashionable women meet the pursuit of fashionable and personalized women for underwear. The product requires too much body shape.
Source: According to the author's survey results.
The development of domestic underwear market has just started. Compared with the whole underwear market, the brand share is very low, and there is still a big market gap for new brands to enter. According to the author's investigation, major underwear companies have basically started to subdivide brands and establish new sub-brands since 2004. Therefore, there are still opportunities for new underwear brands. We can choose the right market gap to enter and develop distinctive brands.
The design and innovation of domestic products need to be strengthened.
Underwear, as a special clothing product, requires higher comfort and tailoring design than ready-made clothes. Compared with international brands, domestic products still have a serious problem of low product differentiation. Because the factors affecting the core competitiveness of underwear industry are not complicated, the entry threshold of enterprises is low, and there are many opportunities for others to imitate and surpass, the phenomenon of cloning in underwear market is more serious. So in the domestic market, there is a problem that imitation is more important than design and innovation. When a new product appears in the market and causes a good response, often within a week, there will be imitation products on the scene. With the attention and maintenance of intellectual property rights by legitimate enterprises, intellectual property disputes in the underwear market may increase in the future. Therefore, domestic underwear enterprises must attach importance to improving R&D capability.
In foreign countries, although it is an underwear product, its high-tech application is not lower than other products. For example, Wonderbra, a subsidiary of Li Lirui Group, introduces brand-new high-tech concepts every season, such as Hanes Her Way's microfiber products, Playtex and Victoria's Bali's seamless bras. Most international brands that have entered China also launch new products with high-tech content every season. Although the concept of each season may continue, it has been greatly improved. For example, in autumn and winter of 2002, using the technology of weaving silk particles into fabrics, silk protein particles were woven into fabrics, and silk protein bras were introduced to provide moisturizing and moisturizing effects for the skin; In the spring and summer of 2003, the seaweed essence bra series was launched, which was woven with seaweed essence to achieve the same skin beautifying function; In 2004, ceramic particles which are beneficial to human skin or health were introduced, and biological energy was used to regulate human functions. In 2005, a molded bra was innovatively introduced. The whole bra was integrally molded with new technology, and there was no connection position. The whole product was soft and comfortable, eliminating the original five pressure points. However, in contrast to domestic brands, the concepts introduced every season are too single and lack of scientific and technological content or innovative research, and only fabric patterns or simple design ideas are used as selling points, which makes no difference in functionality or wearability between products, thus the brand image is not prominent enough.