According to market researchers, most people who come to buy underwear are fashionable men aged 18-45. Compared with the middle-aged men in the previous two years, more and more young people are patronizing now. They generally like those comfortable, healthy, personalized and avant-garde styles. At present, the sales performance of young people's underwear market has greatly surpassed that of middle-aged people, which also shows that young consumers in China are paying more and more attention to underwear, and the market potential cannot be ignored. After several years of stealth training in China market, men's underwear industry has attracted much attention for its bright future.
Are local brands ready for the growing men's underwear market? How can they develop this market that is favored by many people but still struggling on the edge of mainstream underwear? If further extended, we are more concerned about whether the men's underwear market has begun to bid farewell to the market cultivation period.
Although the domestic men's underwear market has not received enough attention, it does not mean that far-sighted insiders have not set foot in it. With the popularity of people's brand awareness, men's consumption concept is also changing, and men's underwear is becoming the first choice for reserved and fashionable men to express their taste.
Men's underwear and women's underwear are different in operation.
At present, the consumer groups of branded men's underwear mainly gather in department stores, but the terminal form such as specialty stores has aroused the interest of many franchisees.
Shopping mall counters and specialty stores are the preferred retail formats in the clothing industry at present, and they have different characteristics and pertinence. The operation of shopping mall counters has a good brand aggregation effect, and * * * enjoys customer resources; Monopolization, on the other hand, better shows the brand, free personality and good permeability. Usually, these two formats coexist and perform their respective duties.
In China market, women's underwear is earlier than men's underwear, with relatively mature development and relatively high market concentration, but there are great differences in market potential and marketing requirements. The overall demand and market potential of men's underwear are greater, and the marketing requirements are higher, more targeted and more detailed. It is necessary to provide different products according to the different needs and occasions of modern men and show their concern for men. Because the fast-paced modern life puts more pressure on men's survival, more and more men's health problems are gradually prominent, and they need enough social care both physically and psychologically, which was ignored in the past. Because of the privacy and emotional attachment of men's underwear, if we can observe this layer from the cultural level, the resulting * * * sound can not be underestimated, which is also the key to cut into the men's underwear market.
The domestic men's underwear market is well-known, but it is not good.
However, there are few truly successful brands. The popularity of men's underwear is actually a matter of public estimation of the scale of emerging markets, which is also one of the insurmountable characteristics of the development of any emerging industry. Nobody knows-fame rises-gradually testing the water-industrial growth-swarming-perfect competition. In this industrial upgrading chain, after years of development, men's underwear industry has opened the door to a treasure house of men's underwear, and its "blue ocean" characteristics are calling for more people to join.