Women's underwear adore new invasion of men's wardrobe
Ladies underwear brand , many people are familiar, but few people know about men's underwear. Today, some local underwear companies trying to invade men's wardrobe, love companies is one of the cultivators.
December 20, 2010, "Aimer County is a joint venture signing ceremony
The latest move by the well-known underwear brand in the country is as follows: On December 20, 2010, a joint venture with Nihon Junko Co., Ltd. (hereinafter referred to as Shingu) was established. Beijing Shijie Garments Co., Ltd. was established. Adams holds a 49% stake in Beijing County Garments Co., Ltd. and a 51% stake in the joint venture. The joint venture will operate in the Chinese market as the company's underwear brand "bodywild", "TheGunze".
In the joint venture before, love itself already has a men's underwear brand admire men, began in April 2005. At that time, love company has been operating underwear for more than 12 years underwent early Japanese companies to provide OEM processing to the later stage of the development of own brand.
The initial idea of ​​love across the world stems from the sharing and expansion of channels. Dong Jie is the man in charge of men's clothing business, in her words, "Ms. underwear already has a large number of high-end shopping malls channels, so men's underwear sales channels leveraging is inevitable." Love the given data: At present, the lady Underwear has nearly 1,000 first and second channels, and admire the number of men's underwear stores and counter channels to 140-150, and not long ago allowed distributors to develop secondary sales channels.
In Dong Jie view, the brand awareness of underwear lingerie for the advent of cross-border to facilitate. "Before launching men's underwear, many female customers asked questions about men's underwear."
Adore men's underwear
Adore men's underwear now has become a new profit growth point. In 2010, adore men's underwear sales growth rate reached 68%, sales approached 300 million yuan; adorable lingerie growth in 2010 was 36%. Ms. underwear sales are still 6-7 times the sales of men's underwear. Therefore, Zhang Rongming, chairman of Aimi Group, men's underwear market is promising.
However, the development of men's underwear is difficult to simply copy lingerie. Men's underwear brands everywhere, the majority of men's underwear walking supermarket line, consumers generally accept the price of 10 yuan -20 yuan. Only a few foreign brands, such as Shuya in Germany and the United Kingdom, were welcomed by some elites.
Due to the difficulty of competing with smaller brands on price, adore men initially targeted the high end. The price ranged from one hundred to several hundred dollars. Sales channels were chosen in high-end stores and specialty stores, such as Beijing's Dorset and Lufthansa.
But the point is, men's underwear requirements and what is the difference? Madan Yang engaged in men's underwear design work, he and other designers and marketers to the first-tier cities or overseas markets for research, "the company will do some questionnaires Survey, "and their final conclusion is: the key words men's underwear should be comfortable to carry out the study of human underwear and human comfort and related fabric development. "In order to improve product professionalism, adore men's underwear from brand planning to research and development has a very long cycle.At present, men's underwear has 4 designers.After the investigation, we set a theme every quarter and choose the fabric according to the theme , Colors, styles and craftsmanship, after which designers design samples, sample the data and put it on after trying out the feelings, adore two or three internal audits, most of the products are brushed, qualified products to the market. "Ma Danyang said .
The problem has been identified as the core product positioning is "comfortable", and one of the key elements of comfort is fabric technology. Transformation from the OEM self-owned brand of love, up and down in brand management, but did not make great efforts in fabric production. Zhang Rongming believes that the joint venture with the prefecture has given him a chance to learn.
"The joint venture is mainly based on the hope that the county is a mature experience in fabric production. It is the club that starts with fabric production and still has first-class technology in fabric production, which is lacking in love."
On the other hand, in Zhang Rongming's opinion, the joint venture can provide a boon for adoration. "The adore of men's underwear brand positioning is more advanced, while the county's two brands are positioning the mid-end brand, making up the brand line of men's underwear and also For love to further develop their own brand of men's underwear and lay the foundation. "
Commercial joint ventures, the total due to take what they need, but love leveraging, in turn, is not the county is by arrow?
The county owns more than 110 years of fabric production history and currently has research institutes in Shiga and Kyoto that mainly study polymer processing, fiber material development, surface modification and fiber processing, and set up a research institute specializing in underwear physiology Comfort workshop. The county is valued in the Chinese market, so choose to enter joint ventures; for the county is concerned, the joint venture, not only through the channel of love to enter the Chinese market more quickly, but the joint venture's brands will use the county is to provide the fabric. Today, both the brand and the fabric are controlled by the county. In terms of admiration, you should be more motivated if you want to gain more than your turnover.
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