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Functional underwear (to body shape, weight loss, body, a clear point of health care features such as underwear) is becoming a new hot underwear market. Body underwear is a function of underwear is more and more attention, this is the woman's pursuit of "health + body" of the specific performance. Wear underwear, or wear slimming underwear? There is an essential difference in market meaning.
Body shaping underwear: "health + body"
New demand patterns call for new marketing models
At the beginning of 2008, Farmanl, a brand owned by Guangzhou Suchen Garment Co., Ltd., formulated the business strategy of "consultant + experiential marketing" for the terminal market and advocated the chain management mode of "Famen underwear experience hall" For the first time in the country put forward the "5S" sales concept. Today, the company has established a mature brand chain store system, including high-end unified store image design, good distribution channels, professional and comprehensive after-sales tracking service system. At the same time with sustained brand promotion input, through the network, print, outdoor and other media vigorous promotion, establish a brand, to ensure that the store selling products. At this point, the company has integrated a set of "profit" systems that can be copied by the terminal stores. The output of the entire store ensures that the dealers' profits are guaranteed to the maximum and good performance is achieved.
Historically, shaped underwear originated in Greece about 3,000 BC, which is equivalent to the Bronze Age in our country. The design principle is derived from the flow of fat, that is, the mobility of fat. Fat is an important factor in the formation of female curvaceous beauty. However, when there is more fat and more fat, coupled with the role of gravity and the natural flow of fat itself and the growth of age, the graceful curve will gradually lose its proportion and there is no rule. The beauty of the female body should be natural, healthy, and show the "second feature" of women, breast enhancement, thin waist, beautiful buttocks, so that figure shows the standard "golden ratio." Fat is an important source of curvaceous curves for women. The rational distribution of fat can make women's chest, waist, buttocks and figure look exquisite and curvy, but the fat is flowing. It will increase with age and women's delivery, Wearing inappropriate underwear and other factors to change its distribution, resulting in bad shape changes. Therefore, in order to maintain long-term beautiful body, in addition to controlling diet, reasonable health campaign, wearing plastic underwear has become a mainstream of today's society.
Different women have different body shaping underwear needs. For example, one is the need to restore the figure of women after childbirth; one is the poor proportion of women, such as flat chest, drooping buttocks, thick thighs women. There are those who have local fat, it is difficult to reduce those who go. In addition, the medicine also found that women usually after the age of 25 will have the tendency to drooping chest, then you should wear body sculpting underwear to consciously delay the aging of the body.
Body underwear is body underwear, body underwear than the average underwear complex and delicate, not only the use of different fabrics, give full consideration to the scalability of the fabric, breathable absorbent, resistance to damage, deformation and other requirements, coupled with strict process standards, So as to ensure that the product can have a better repair function: effectively enhance the position of the buttocks to increase the leg line; tighten the waist lift fat; strong support chest, make the chest more plump, so that the body type is more correct, resulting in unexpected beauty . So as to achieve the effect of improving, concentrating and stabilizing.
In fact, underwear is the darling of women, personal beauticians and intimate companions, intimate cuddling with women, mutual comfort. Underwear, for modern women it has become an indispensable topic, whether it is style, color, size, trend, but more important is the underwear brand. Farman child to serve the principle of women, adhering to the "elegant woman's founder," the concept of professional sales for a variety of body shape Body underwear, ordinary underwear, thermal underwear, pajamas, dressing gowns, bathrobes, etc. committed to the beautiful body, Caring for women's underwear business. Farman children products simple and elegant style, but also in the details are also very beautiful, but there is no lack of interpretation of the sexy, compared to Europe and the United States exaggerated sexy underwear products, slightly exquisite style reveals some Eastern temperament. For a long time, Farman children constantly breaking is not only the production of underwear technology, pay more attention to creative design with unique originality to bring women pure and stylish aesthetic experience.
Women do not seem to care about the fact that the price of underwear is more expensive than the underwear, so all underwear brands are also trying their best to change the traditional concept of underwear, design into the new popular elements, trying to attract consumers as much as possible, both tight Stick to the body, but also without restraint, stretch freely.
According to the statistics of the National Bureau of Statistics, there are more than 3,000 underwear manufacturers in China alone, of which more than 400 have just begun to take shape. Foreign brands are also competing to enter, and with solid financial strength and advanced marketing techniques to obtain a solid market position. Fashion underwear market obvious "three" phenomenon: product homogeneity, fuzzy concept, intense competition. In 2007, underwear brand awareness significantly increased.
In the past, well-known brands of home lingerie industry generally appear in basic underwear and thermal underwear and other industries. This year the situation has changed. The second-tier brands such as Shuizhonghua and Jia Li Poetry won this year's well-known trademarks in China. Many enterprises in Nanhai, Guangdong, South China Sea, Shantou, Yiwu and other places in China have won the honorary titles such as China Top Brand and National Inspection-free Products. The era of relying solely on the products to fight the world has passed. The enterprises have fully realized the importance of the brand and will step forward A brand-name road. Excellent enterprises, represented by love, are actively building their brand culture and pushing brand building in depth.
From a broader perspective, the development of underwear in China has undergone three revolutionary innovations. The first is the regular underwear brand launched high-quality suits underwear, driven by the importance of consumers and underwear into the quality, which is product innovation; the second is the "thermal underwear" will be the health care products marketing model successfully imported from marketing and Say, this is a great innovation, so that underwear industry by the community attention and highly sought after by investors, the sport's another favorable consequence is a substantial increase in the lingerie consumption level and product prices; the third is the "fashion underwear "This innovation is mainly carried out on the product, richer colors, the design of the dress of the adoption, began to attach importance to the design of terminal props, these changes can be regarded as a revolution in the thermal underwear correction.
Relationship Marketing: Slimming underwear marketing higher realm
Mutual trust is the essence of relationship marketing. Shaping underwear should give women a deep sense of trust, this is the higher realm of underwear marketing.
The term relationship marketing was first introduced in 1983, and Barbara Jackson introduced the concept in the field of industrial marketing in 1985: "Relationship marketing refers to the acquisition, establishment and maintenance of close long-term relationships with industrial users." Marketing gurus Kotler said: "The only sustainable competitive advantage an organization enjoys in this new century of change is its strong relationship with consumers, business partners and employees." We believe that relationship marketing is the process of identifying, establishing, maintaining and Consolidation of business activities with customers and other stakeholders. A number of scholars have done research on the connotation of relationship marketing. For example, Morgan (1994) put forward a commitment to relationship marketing - trust theory, analyzing the value of commitment and trust in market relations and conducting empirical tests. Mike (1994) proposed a three-factor model of the impact of relationship marketing, that is, the relationship marketing comes from the set of three factors of satisfaction, trust and commitment, testing the impact of the level of the three elements on relationship marketing.
Relationship marketing theory is one of the new theories that traditional marketing theory can not adapt well to the change of environment and the diversification of customer needs. Relationship marketing is based on the theory of system as the guiding ideology, putting enterprises in the social and economic environment to examine the marketing activities of enterprises. The essence of marketing activities is to identify, establish, maintain and consolidate enterprises and customers And its relationships with stakeholders such as consumers, competitors, suppliers, distributors, government agencies and social organizations. The traditional marketing theory emphasizes the process of analysis, focusing only on one-off transactions, limited customer commitment to attract more new customers, increase sales and achieve corporate profitability goals. The relationship marketing is not simply focus on one-time transactions, more is through the establishment of good relations of cooperation with customers to retain more customers.
Relationship marketing focuses on the long-term development of enterprises, through the establishment of a good and lasting relationship with customers, enterprises and the community as a whole to maximize the benefits. The emergence of relational marketing theory makes the business philosophy of enterprises develop from the traditional four-PS theory of target market to Six Is strategy of relationship marketing. Six of these strategies are: Intention, Interaction with customers, Integration with customers, Information on customers, Investments on customers, ), Concerned about the customer's personalized characteristics (Individuality).
Body care underwear is concerned about women's pursuit of "health + body" of the individual needs. Each person's body is not 100% perfect, everyone on their body's S-shaped curve also has such a place of dissatisfaction, but with age, will be more and more dissatisfied, then why not Sufferance, wear body sculpting underwear early, let regret disappear? So, body underwear is a "revision" rather than "amendment" of the birth of the world, it will imperfect body tends to perfection, so devil body more "devil." Women should make themselves live a little more refined and feminine.
Underwear store is another good example of relationship marketing. E-commerce will challenge and compensate for the traditional channels under the environment where the network information becomes more and more popular. How to combine the product positioning with the traditional channels to form an effective interaction with the e-commerce terminals and form a new type of relationship in the multi-fluctuating relationship Marketing model? Underwear and modern channels of the traditional channels of mutual coexistence will become a mainstream, based on the relationship between the complex marketing model will be more conducive to product categories to take profit, more underwear companies will pay attention to the rise of new network terminals, In the channel changes can find their own resources to match the marketing model, the formation of its own differentiated competitive advantage.
Database marketing is the business through the collection and accumulation of a large amount of consumer information through computer processing and later predict how much consumers may want to buy a product, and the use of this information to the product to accurately locate, targeted consumer-related Marketing information, in order to achieve the purpose of communication with consumers. Businesses can better serve relationship marketing through database marketing. Database marketing for market research, product development, positioning and marketing forecast has an important role. Through database marketing, enterprises can acutely discover new markets, maintain existing markets, and establish good cooperative relations with customers so as to better promote the development of relationship marketing. Sculpting underwear marketing, you can learn from the database marketing ideas, and beauty marketing innovation.
We should fully understand the general situation of China's underwear industry, the market size: annual scale of 100 billion yuan, with 20-30% annual growth rate of amplification, known as the last piece of the gold market in the field of apparel. Industry reports show that China's underwear market is a developing fragmented market. Each underwear category has its own strong brand, and each strong brand influence mainly in a category. In the same category, different regions often have different leading brands, different brands dominate the different regions of the market. Even the same is true of talent, good at doing small underwear thermal underwear market is tricky, not good macro-market operation, good at doing thermal underwear is not good at store management. However, there are obvious indications that integration and concentration are under way. In this situation, how to carry out marketing innovation in underwear, is an important issue to bear first and foremost.
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