The underwear industry is no longer "introverted"

A small underwear industry can hold more than 30,000 square meters of exhibitions. It can not be said that the prosperity of the industry and the steady improvement of the prospect of a good standard of living, the rapid economic recovery, people's brand awareness continues to increase and the degree of concern for the dress from the outside In and out, underwear has gradually become a new revolution in the rapid development of new fast-moving consumer goods. “This time, the effectiveness of the exhibition has reached the previous expectations.” On May 23rd, at the 6th Shenzhen International Brand Lingerie Exhibition Rome Century Exhibition, the company’s standing Deputy General Manager Lei Hongbo said in an interview with reporters.

He told reporters that this was the second time in the Roman century to participate in the Shenzhen International Lingerie Exhibition and brought a new brand of Widlon.

In the past year, the network channels of Roman Century were further expanded, the brand image was greatly improved, and sales volume was also in the leading position in the industry.

"2011 is a year that Rome will take off in the 21st century. The company will further enhance the level of brand image and terminal service management," said Lei Hongbo.

The Shenzhen International Brand Lingerie Exhibition which was attended by Roma Century was founded in 2006 and has been held for six times. In 2011, the booth area reached 36,000 square meters, bringing together hundreds of well-known underwear brands including Aimo, An Lifang, Odifin, Gujin, Hosa, and LISCA.

In recent years, the steady improvement of the standard of living, the rapid economic recovery, people's growing brand awareness and attention to the degree of clothing from the outside and inside, making underwear gradually become a new fashion fast consumer goods, underwear industry has also achieved high-speed development .

2011 is a year in which the competition in the underwear industry has intensified. The cost of underwear has risen and the demand for the market has been accelerating. An underwear ** is underway and the underwear industry is bound to face a new reshuffle in the next few years. For underwear companies, how to identify the brand positioning and enhance their own brand competitiveness is very important.

With the constant changes in the concept of consumers, fashionable, functional underwear has become increasingly popular. Establishing its own brand style and seizing target consumer groups has become a top priority for every underwear company to gain a firm foothold in the competition.

Li Zhijian, general manager of Feitu Clothing Co., Ltd. also believes that branding and personalization are the only way to increase the added value of the entire underwear industry.

Focusing on women's health, wellness and comfort is the eternal theme of underwear.

According to Li Zhijian, the most important point in the design concept of the company's brand Z8 is the aerobic fashion, which uses natural breathing and oxygen to give the body more vitality.

In 2011, Kangzhi Clothing Co., Ltd. also put forward "More than sexy - not only sexy" brand positioning. Zhou Baoji, general manager of Kang's company, said that making such decisions is mainly reflected in the deep understanding of design and intimate service to customers. While the products are sexy, they also pay more attention to the selection of fabrics, the effect of upper body and the comfort of wearing.

Zhou Baoji told reporters that "From research and development to design, and then fabric selection, the company pays attention to the health and technological factors of every aspect of underwear manufacturing. All materials are tested by the international authoritative organization ITS to ensure the comfort and health of women's underwear."

Haniler underwear, which promotes healthy underwear, will bring its new products, such as breast-proof bras, with the theme of health and comfort as the newest products to participate in, and they will “caring for women’s concern for health”. It also organized a large-scale new product launch and catwalk with the theme of "Revolution of Love."

It is reported that Han Lier's main anti-breast cancer product is after five years of exploration and research and development, using laser scanning technology, through the analysis of the female breast room curved surface, to design the most conducive to women's breast health cup and style, and used A unique mechanical mold manufacturing technology to create a new type of bra inside the steel ring. The bra can effectively improve the space of the breast, balance the stress of the breast surface, and promote the circulation of the blood circulation of the breast so as to achieve comfort and further prevent the effect of breast cancer.

Health is the foundation and culture is the soul.

Creating brand culture “The traditional brand-oriented marketing model based on product will also be replaced and surpassed by the new brand concept centered on service and culture.” Cai Da, general manager of temptation codes, said that the temptation code was born to satisfy The deep physiological and psychological needs of female consumers are based on these epoch-making products.

In the temptation booth, we couldn't see a single underwear, only a series of creative displays. Because the temptation code is convinced that “temptation code” is not only a brand new product that is “armed up” by technology and environmental protection, but also has the latest methods and methods of applying sociology, psychology, emotion, and human care to product design, customer service, and cultural marketing. .

In SWEAR 25th Birthday Party and 2011 New Product Launch Conference, SWEAR broke the style and mode of traditional underwear show, and moved the fantastic musical to the underwear show around the theme of “SWEAR's 25th Birthday Party for Petting Your Life”. Against the backdrop of the background, the theme underwear of the atmosphere, and the performers' heart-warming physical performances, the audience deduce the dream of women pursuing beauty and self.

The booth is also centered around the theme of "SWEAR loves you for the rest of your life". With love as your idea, you will adopt bold theater style ideas to create a "SWEAR dream garden".

“The unique show and unique booth of the company is to deliver a new life attitude to women like SWEAR all over the world and share the way of being full of love.” said Luo, Manager of Guangzhou Sijiaer Trade Co., Ltd.

In the Georgy's booth, Accor won't let go of any details. Booth design breaks the design of traditional underwear booths. No matter what the material or colors are chosen, the concept of the brand culture of Accor will be permeated in every detail of the booth. In the creativity, the brand positioning of Georgi's brand image and happiness will be displayed in a unique manner, and the brand concept of Accor's underwear will be conveyed to everyone.

While building a brand culture, many companies began to conduct differentiated operations and brand segmentation, while the young market was consistently optimistic.

Optimistic about the young consumer groups "Compared to the fierce Mature lingerie brand, young underwear will open up a blue ocean in the future." Debby brand manager Chen Weiyu said that young underwear brand is the trend of the market segmentation, in the underwear consumption, more and more The more young women started to pursue branding, the domestic adolescent girls underwear products have nearly 15 billion yuan in market consumption potential.

The head of the relevant brand of Aolihua Group also believes that after the current 80s and 90s, it has become the main force of today's consumption, and its spending power has increased dramatically, and people’s spending power and desire for consumption over the age of 36 is gradually weakening. Only brands that change with the trend and innovate in marketing models have the potential for sustainable development! Only meet the 80,90 after the demand of the product, have the ability to sell fast! Who can seize the main force of the next five years, who is the winner of the market!

In order to attract these main forces for consumption in the next 5-10 years, Aoliqi Group launched the CS Crystal Secret Brand to precisely target young consumers and do young people's favorite underwear.

Zhou Baoji also stated that the launch of the e-commerce brand "YiFan" is to satisfy the young people's desire to pursue their individuality and fashion trends, and to constantly design bright colors and colorful products, and to firmly grasp the youthful and flying hearts of mature women. .

According to him, according to the personality characteristics of the main consumer groups after 80 and 90, Yifeng proposed the “I am different” underwear consumption proposition with a strong sense of the times, emphasizing “liberating” and “releasing”.

In this exhibition, Embry Group also brought its new brand, E-BRA, to show us a new urban woman's multifaceted and fashionable lifestyle.

Wen Qing, director of the Market and Brand Center at Embry Group, stated, “We hope that through this exhibition, we will show the unique charm of multi-brand blooming, which is the Anlifang Group, the leader in China's underwear industry. An Lifang hopes to use high-quality, diversified products and The service creates health and beauty for more women, gives them confidence and vitality, and brings about a better career and life and realizes their beautiful dreams.

“Health, Technology, Fashion, Life” is the eternal theme of the development of the underwear industry, and is also the theme of this exhibition. The organizer strengthens the integration of resources, through the exhibition of comprehensive exhibitions, cultural exhibitions, brand promotion, public welfare activities, the release of trends, topics The content of the forums, model contests, and other activities will deepen the brand's development and positioning for the exhibition, aiming to build the most influential annual event in China's underwear industry.