Channel changes, lingerie chain gradually become the new favorite

Underwear chain operation, as a new mode of channel development, has gradually emerged in the underwear industry. In this year, underwear companies shouted out that “the country of the underwear industry is the United States” and temporarily caused the market to oscillate. Looking at the current stage, some of the chain brands that appear in the underwear industry, some experts pointed out sharply that these are not real chain operations, but only in the form close to the chain. After all, whether or not underwear chain operations will become a mainstream marketing model in the future, whether or not the underwear industry can create a “U.S.” super-strong terminal. We are trying to find marketers who have been immersed in the industry for many years to discuss together in order to seek a clear line and provide lessons for the market. Many marketing professionals agree that in the future development, chain operations will have endless vitality and motivation. However, there is still a long way to go in the middle, which can be said to be the way to explore and gradually improve and standardize chain operations.

"The competition in the modern market is the competition in the channel network. Who owns the terminal network will have the capital for competition. This is what an economist has said, which also states the status quo in an open competition society. Indeed, the current business competition is the competition of the Internet. Whoever has a large sales network will also have a favorable weapon to win the market. The channel model of underwear from agents, franchisees, self-operations to associates, has been seeking an effective way to explore the market, but various channel models have advantages and disadvantages, and with the changes in the competition format, more and more Not meet the needs of market development. Specifically, the sales model of underwear was previously based on shopping malls and monopoly sales. This type of sales model, or because of the excessively harsh conditions of the shopping malls, overwhelmed the merchants; or because the store’s goods were single, they could not be supported. The cost of opening a store fee, therefore, these channel operating models have gradually lost his advantage today.

In such a competitive environment, a new marketing model is needed to carry out brand operations. Therefore, underwear chaining can be said to have come into being. As a new sales format, it has caused a strong market response. Analyzed from the concept of marketing, chain management refers to insisting on the consumer-centric approach to maximize the satisfaction of the customer’s desired business practices by unifying products, stimulating prices, and providing unified services. This kind of sales takes advantage of resources to reduce the cost of goods and sell them to consumers at the most favorable price. It has characteristics such as quickness, cheapness, and convenience, and can be highly concentrated on the merchandise data, giving consumers the enjoyment of consumption. The underwear chain, in a terminal store, brings together a large number of underwear brands, with a rich product line, such as home wear, bras, swimwear, seamless underwear, body underwear, conventional underwear, to meet consumer demand. In addition, with the scale of operations, to reduce operating costs, so as to attract consumers at low prices. At this point, the chain of underwear is similar to Gome's marketing model in terms of its operation mode, except for the underwear market. For the time being, there is no terminal giant that can defame the United States.

However, at the current stage of the underwear market, many companies are exploring the model of building such channels. Although the road to exploration is tortuous, we still see hope in it. Such as Shenzhen City Beauty, the new feeling of Dongguan, Shanghai's ancient and modern, as well as in this year's fiery Ya Ya private clothing workshop. They are taking the lead in marketing innovation. With the development of the market, the feasibility of this road has gradually been confirmed. Therefore, we optimistically believe that underwear chain will be a mainstream marketing model in the future.

Faced with this emerging marketing model, as underwear companies, what kind of attitude will be used to see this new marketing model. In this regard, Dongguan, a marketing director of underwear company said that in the underwear brand building, the future to take the franchise, which is the development trend of underwear channels!