Heng Yuan Xiang, "Fu Fu" fired the first shot in World War II thermal underwear – Heng Yuan Xiang, underwear – Clothing industry
Inflection point for the deep days of the cold air vortex of China Underwear A warm wind blowing the industry, but the market reaction is still the joy of several unhappy few. Some underwear base, even the logistics company's business has clearly deserted, in contrast to that, winter arrived, in the underwear industry is not Visible to achieve 30% of Heng Yuan Xiang Sell Growth, Zodiacal Year "Fu Fu" underwear in Beijing, Shanghai and Chengdu will be a public record for several consecutive weeks, an increase of 100% of sales performance, the first fired the first shot this winter underwear war, which to face the pain in transition underwear Industry blowing a strand of "return" of the wind.
Heng Yuan Xiang Wang Bin, general manager of the garment, said in 2009, Heng Yuan Xiang underwear to double the sales growth is possible. "In 2009 we did not compelling concept, and no fancy packaging, just to focus on brand building and product quality improvement culture on." Heng Yuan Xiang
sales for this "essence" of underwear the industry and reflect on: Body, fashion, health, lingerie big hit in recent years the concept of war, so that consumers dizzying, but also tired, but rather the "essence" to stay warm underwear prosaic level, and allows you find practical.
Knee deep whirlpool underwear industry: Brand missing Underwear as Clothing An important branch of industry, developed very rapidly in recent years, annual growth of 20%. Annual sales were more than 100 billion to buy 3 per person per year (sets) underwear calculation, the annual purchase requirements of Chinese women in the 600 million (sets) above, 5 sets of underwear per person per year is considered a reasonable general consumer demand, and China's underwear consumers still far from reaching this level, with the underwear has become fast consumable industry will form the next five years, annual sales of over 500 billion in size. China's underwear industry but it did not seem to be a trade, there does not seem to supply and demand market booming bustling scene.
As more and more of knitted underwear brand involvement, and Other apparel Enterprise product line extension, the market becomes more saturated, the market began to variables: the price system disorder, the concept of war, corporate short-sighted, brand image blurring caused ills of SMEs have closed down. Experts pointed out that the lack of a lingerie company brand fatal "short board."
Heng Yuan Xiang and a number of local underwear brand underwear brand building has undoubtedly set a template. How has the company looking for a unique brand building of the road? Many lingerie companies have explored and tried, and some even at the cost of gold, please contact the company for brand planning, please Advertisement Brand creative companies, large-scale advertising campaign to start, but the practice of brand building, often to no avail. That the brand is known, as long as the enormous amounts of money to drop ads, you can "create" a heavy-weight brands. In fact, some companies really do with advertising effect in the near future to boost its profile, but because of product quality, technological innovation, services failed to follow up, brand vitality and extremely short. Heng Yuan Xiang contrarian
first return to the "warm" nature
"Five" of the cycle has been restricting the healthy development of China's underwear industry: industry, low barriers to entry, usually "the concept of a product + 1 + 1 + an image of the bombing of the advertising voice + 1 Field crazy discounts and promotional activities " Marketing Mode, fast gold. This Banded almost predatory marketing hype, so that the rapid rise of underwear the rapid demise of companies. Played by the concept of underwear
business gradually become obsolete, many underwear brand has not entered into people's vision, quickly withdrew from the competition arena, which for some underwear company once confused: I have a good product, good concept, Why is not the consumer pay? Thin, nano-fiber, seamless technology everything, what consumers really need the product? Underwear, while enterprises in the confusion, discovery, and consumers have been further and further away.
I visited a few of the brand underwear company found that consumers buy underwear this year, tend to cotton, hemp, wool and other natural materials. Experts suggest that underwear is direct contact with skin and clothing, so health and safety should be preferred to buy underwear. Select the best natural fiber products, underwear, synthetic fiber products, poor moisture absorption.
Underwear while in the more you can highlight the practical human care. Heng Yuan Xiang big brand underwear secret operations: carrot and stick. The so-called soft power, Heng Yuan Xiang, a Chinese Olympic Committee, 2008 Cooperation Partners, so Heng Yuan Xiang underwear printed on the Olympic LOGO. In addition, Heng Yuan Xiang vigorously into public service project, the core public service project "Hang Love Action" in full swing across the country, is marketing the industry as a classic case of public interest; there and foreign research institutions in-depth cooperation, carry out the "five senses" project research, so that consumers experience the brand from a different point of view attractive. These projects will enrich the connotation of words and Heng Yuan Xiang.
But nowadays, Heng Yuan Xiang underwear now studying traditional Chinese folk customs and culture efforts, its early in December 2009 with "lucky tiger get lucky" activities are within the scope of more than 20 provinces and cities set off a "Red Movement" and Ben is a tiger on the consumer can have an identification card, account free of charge to receive the red terminal Underpants 1. Chinese people must have the "Black snow" the custom of wearing red trousers and red underwear in turn to bring rolling business Heng Yuan Xiang.
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