Men's underwear market entered the scramble period

With the trend of upgrading consumption in the local market in recent years, the appeal of the public to underwear products has become higher and higher, and the demand for products has also become more subdivided and personalized. However, unlike the development of women's underwear, there are still few strong brands in the men's underwear brand market. This industry status is both an opportunity and a challenge for men's underwear companies. In this regard, the company through which the gateway to the Nuggets market?

The “race for the men’s brand underwear market” has only just begun.

"Although there are many companies involved in men's underwear, there is not yet a strong brand in the men's underwear industry." said Liang Haibo, general manager of marketing of the French gold card apparel (Hong Kong) International Limited focusing on the men's underwear market.

At the same time, the huge consumption potential of men's underwear has also made many companies have a decisive influence on the men's underwear market.

According to the survey data of a certain brand on the men's underwear market, in the annual consumption expenditure of men's underwear, the consumption group with the consumption amount of 500~800 yuan/year has reached 39%; the proportion of the population with the expenditure of 800~1500 yuan/year has reached. 19.3%; while there are also 11.6% over 1,500 yuan/year. The survey found that consumer spending on men's underwear is showing an ever-increasing trend.

Unfortunately, consumer satisfaction with men's underwear has not kept pace with the men's underwear market.

The brand survey shows that only 37.5% of consumers are satisfied with their men's underwear, and only 8.4% are very satisfied. 49% of consumers have a general attitude toward buying men's underwear. Among them, the limited choice of available styles is the main factor in respondents' dissatisfaction with men's underwear, and secondly, the fact that product colors cannot keep up with trends is also a major factor in consumers' criticism.

In this regard, in the face of the men's underwear consumer market, how can companies control the future market?

Individual demand is the new growth point. “Previously, men's underwear was very monotonous. It may be that the choice of underwear for teenagers and 40-year-old men is not too different in terms of style. The types and styles of men's underwear are also very limited. According to Liang Haibo, this situation has greatly improved in recent years.

“Now men's underwear is increasingly focused on segmentation and serialization.” Liang Haibo told reporters that its brand has launched different products specifically targeting men of different ages.

“Our men's panties are targeted at consumers with a wide age range. Men from 8 to 55 years old are our target consumers. We also introduce different products for this. Like for 8 to 18 year olds, Our main push is the juvenile series; for 18 to 35-year-old consumers, we main fashion models, underwear styles, patterns, colors and other changes are rich; for 35 to 55-year-old men, we mainly push the classic business series, color to Steady atmosphere and other dark colors." Liang Haibo said.

Liang Haibo told reporters that personalized products such as designs and styles have become an important trend in the development of the local men's underwear industry. In contrast, the male underwear products in Europe and the United States and other markets have relatively simple patterns and styles, but their comfort to underwear. The demand is very high.

“When it comes to consumer underwear, everyone may have different patterns and style preferences, but this is first and foremost to ensure the comfort of the underwear under the premise of the consumer demand derived from.” It seems that Zeng Jianxing, general manager of e-commerce underwear underwear The comfort of men's underwear is above all else.

In this regard, ab underwear specifically developed high-end underwear series, the main eco-friendly brand.

"Our high-end men's underwear is actually the original ecological underwear, without any dyeing, because the fabric after dyeing, will be contaminated with formaldehyde and other harmful additives on the human body." Zeng Jianxing said.

At the same time, Zeng Jianxing told reporters that the products developed in the past two years by ab underwear are mainly based on comfort, and most of them are natural fiber products.

Consumers' demand for high comfort in underwear consumption will inevitably make them pay attention to the shopping experience when purchasing underwear, and understand the feel and comfort of underwear fabric by directly contacting the product. In this regard, does the online channel still have opportunities in the future men's underwear market?

E-Commerce E-Commerce "In 2010, ab underwear began to promote e-commerce channels. At present, our online sales accounted for 10% of total product sales." Zeng Jianxing told reporters that although the current online sales share of ab underwear is not too much But the pace of development is very fast.

“The convenience of online shopping has made the e-commerce business develop at an alarming rate in the past two years. It is almost 100%. We expect that the online channel for ab underwear will account for 20% of the group's total sales next year.” Zeng Jianxing told reporters Compared with other categories, the growth rate of underwear online consumption is the fastest, which can be 8 times higher than Taobao's certain category.

For the reasons for the rapid development of e-commerce, Zeng Jianxing believes that online shopping is now mostly in the 80s and 90s. The convenience of online shopping is highly sought after by young people. At the same time, these young people are at work in the early stages of their work and are sensitive to price, and the convenience of online price comparison can easily cater to their demand for high-quality products.

“Now many young people online not only buy things for themselves, but also often help parents buy things.” Zeng Jianxing believes that this is also one of the reasons for the recent boom in online shopping. In this regard, he believes that when underwear companies enter the industry, they must do a good job of matching goods.

“When young people buy underwear, they like some personalized products. But after researching the market, we found that men over the age of 35 are more like plain and traditional styles. Therefore, the proportion of goods on the online line of ab underwear The use of a combination of traditional basic products and personalized products." Zeng Jianxing said.

In order to eliminate online concerns when customers purchase underwear, Zeng Jianxing believes that while the company is on the line, it must be a good customer experience. In addition to strengthening the training of customer service personnel, timely understanding of consumer appeals from shopping evaluations and adjustment of services and products are also important ways to enhance customers' shopping experience.

Although e-commerce has developed rapidly in recent years, Zeng Jianxing is not rumored that this road is not easy to go.

“The current competition on the line is still based on price wars, or there are many low-quality companies who are in troubled waters, which has caused great obstacles to the return of online good competition development.” Zeng Jianxing said.

This is also an important concern for Jinlai Card to decide whether to enter the e-commerce market.

"Although we know that the general trend of online consumption, but we are also worried about the current e-commerce business conditions. Before the formal entry into the line, we also need a rigorous overall planning." Liang Haibo told reporters, Jinlai card may be targeted at the future online Under the market for different allocations to avoid the conflict between the two.

But to win a place in the future e-commerce market, it still depends on the brand.

The brand is the future "For the consumption of underwear products, many still rely on the customer's return purchase rate, and this depends on the brand's build." Zeng Jianxing said.

This point of view, Liang Haibo also expressed deep recognition, he told reporters that in the current men's underwear market a little known brand, are higher market share brands.

At the same time, companies in the future must make a difference on the Internet and must also rely on brand building.

“Online lingerie consumers can hardly perceive products, and underwear itself is a product with higher quality requirements, so consumers will rely more on brand awareness in online shopping,” said Liang Haibo.

In this regard, Zeng Jianxing believes that in the face of low-cost competitive strategies for online brands, brand enterprises must be treated with caution. Otherwise, because blindly seeking low prices lead to poor control of product quality, resulting in brand image damage, the company will not be worth the candle.

“Brand reputation is crucial for future underwear companies to explore the online market. Because online shopping products experience is relatively poor, consumers rely on brand recognition and consumer evaluation to buy. If this is not done, the future will be very Difficult to make a difference on the Internet.” Zeng Jianxing said that underwear brands will have an advantage in the future of online “battle”, and it is crucial to make up for the lack of online shopping advantage with services.