Hengyuanxiang Kung Fu research folk customs and culture "Fu Tiger" in Beijing and Shanghai Chengdu sales to achieve double the number of days of cold air for the influx of Chinese martial arts industry invaded blowing a warm, but the market reaction is still a few happy few worry . Some underwear bases, and even the logistics company's business are obviously deserted, on the contrary, the winter has just arrived, in the underwear industry is not significant Hengyuanxiang achieved 30% sales growth, the fate of "Fu Tiger" underwear in Beijing , Shanghai, Chengdu and Other places will be listed for more than a week consecutive record-year sales growth of 100% performance, the first shot hit the first winter underwear war shot, which is to face the difficulties of transition underwear industry a ray of "regression" wind. Wang Yuan Bin, general manager of Hengyuanxiang garment company said that in 2009 Hengyuanxiang underwear double sales growth is possible. "In 2009 we did not dazzle the concept, there is no gorgeous packaging, just focus on the brand culture and product quality improvement." Sales performance Hengyuanxiang this "essential" underwear caused the industry's reflection: the body, fashion, Health care, fighting the concept of war in recent years, underwear, so that consumers dizzying, but also tired, but rather "essential" lingerie blandly stay in the warm level, but let everyone feel practical. Underwear industry deep inflection point swirl: brand missing underwear as an important branch of the garment industry, the rapid development in recent years, every year with 20% of the rapid growth. Annual sales are more than 100 billion yuan per person per year to buy three (sets) of underwear calculation, Chinese women each year in the purchase of more than 600 million (sets), 5 sets of underwear per person per year is considered a reasonable routine Of consumer demand, while China's underwear consumers are far from reaching this level, with the underwear has become a fast consumable, the industry is expected in the next 5 years will have an annual sales of over 500 billion scale. However, China's underwear industry seems to be a small industry, the market does not seem to be booming supply and demand scenes. As more and more knitted underwear brand intervention, and other apparel business product line extension, the market is more and more saturated, the market began to change variables: the price system confusion, concept war, business shortsightedness, brand image and other ills caused by disease Small and medium enterprises have closed. Experts point out that the brand is underwear brand is a fatal "short board." Heng Yuan Xiang and a number of local brands such as underwear undoubtedly underwear brand building has set a template. How to find a brand building with corporate characteristics of the road? Many underwear enterprises have been explored and tried, and some even spared Giant Gold, please consult the company for brand planning, advertising companies to brand creativity, large-scale advertising campaign, but in the practice of brand building, often is a must . Think of the brand is the reputation, as long as huge amounts of money smashed ads, you can "create" a heavyweight brand. In fact, some enterprises do indeed rapidly enhance their visibility in the short term by virtue of the advertising effect. However, due to product quality, technological innovation and service failure to follow up in time, the brand vitality is extremely short.
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