Men's high-end underwear who will dig this bucket of gold? Where are the local brands?

With a large number of international men's underwear brands landing in the Chinese market, let us see the men's underwear market is gradually rising. However, apart from the foreign brands run by some agents, what are the local Chinese brands?

High-end shopping malls: I do not want to run, but too few domestic high-end brands

Recently, the reporter conducted a survey on the men's underwear market at Beijing Lufthansa Mall, Jinyuan Times, and Sai Te Mall. The counters were full of brands from abroad, such as ATHENA (France) and CACHAREL (Italy). SCHIESSER (Germany), HUGOBOSS (Germany), PUNTOBLANCO (Spain), JOCKEY (United States), these international underwear brands support high-end shopping malls underwear sales. A counter lady told reporters that she had been doing friendship with Lufthansa for three years. When she came in, she saw that she had been dominated by foreign brands. It is said that another underwear brand from Italy has recently come in.

The price of these brands of underwear is mostly between 80-300 yuan, the colors and styles are more abundant and diverse, more are still boxer briefs, briefs, etc., more sexy avant-garde T-shirts and other styles, in color Some of the brands are unconstrained. In addition to traditional black-and-white ash, the colors that are closely associated with the ready-to-wear field are also boldly used.

The counter lady told reporters that most of the men who came to buy underwear were over 25 years of age. Compared with the middle-aged men who had been concentrated in consumer groups for the previous two years, more and more young people are now patronizing. They generally like those sexy people. Avant-garde style, the current middle-aged and young people's underwear market sales are almost flat, which also shows that young Chinese consumers pay more and more attention to underwear.

According to the person in charge of the Lufthansa Friendship Underwear Division, the reason why shopping malls have dominated the foreign brands is mainly related to the positioning of shopping malls. On the other hand, it is because China currently has few high-end men's underwear brands.

Agents: Foreign brands start from the spire and domestic brands start from Taki.

Faced with the "invasion" of foreign brands, some people in the industry began to worry about whether China's underwear industry will face the risk of being squeezed.

Li Zhiguang, general manager of Guangzhou Luyi Garment Co., Ltd., said that the arrival of internationally renowned brands will not have a major impact on China's underwear industry. Instead, it will be a promotion. Because in terms of the overall market, the market share of domestic brands is still relatively large. The brands in the Mainland and China's Taiwan and Hong Kong dominate. From the perspective of the entire industry, the current development of Chinese men's underwear really lags behind that of international brands. Level, also lags behind the development of women's underwear, but the relative lag of this development, although affecting the promotion of men's underwear, but also reveals the men's underwear market development space.

Taking the Lulu underwear that Li Zhiguang ran as an example, he started from the field of men's underwear with 30,000 yuan in 2002. At that time, he was just a little shop on the street, but for three years, they were already in the country. Has more than 200 stores and counters.

Li Zhiguang believes that with the arrival of more international brands in recent years, they have brought high-quality products to Chinese consumers, and they have also brought about cultural renewal, leaving many men who do not pay attention to underwear to gradually accept underwear. It is the concept of the second skin of the human body and gradually drives the consumption boom of men's underwear.

Zhang Yuanbo, the general manager of the Italian men's underwear brand Gelide (China) Co., Ltd., who is preparing to enter the Beijing market at the end of September this year, said that they have been optimistic about the Chinese market. According to statistics on the sales of men's underwear such as “Pierre Cardin”, “Baifu”, “Fifede”, and “Shuya” which have entered the Chinese market in the past two years, these brands are in double digits. The rate is growing.

“The market in the future will be more attractive.” Zhang Yuanbo analyzed: “The next two years will be a good time for the development of Chinese men’s underwear brands. Therefore, local Chinese companies should seize this opportunity. Local companies should first occupy the men’s underwear field. Certain market share, establish its own market position.If Chinese underwear companies stagnate, do not absorb foreign good experience, the possibility of the market being eroded by foreign brands is not non-existent.

There are two stark contrasts between the gap between domestic underwear brands and international underwear brands.

Many large and medium-sized supermarkets in China are the places where domestic men's underwear brands are concentrated. The promotional price of 15 yuan and 3 underpants abound in supermarkets. On the contrary, international brands focus on the processing of product details, and have relatively sophisticated research on product technology, rather than unilaterally pursuing development speed and market share, they are more willing to make a successful market.

One incident is quite reflective of this. In the more than 10,000 products sent to Italy last year, Gelide underwear found that there was a problem with the quality, which may affect the comfort of wearing. Finally, the chairman decided to destroy all the products. This brand-oriented promotion strategy also highlights the status of many high-end brands in the international lingerie market.

The general manager of Gelide (China) Co., Ltd. Zhang Yuanbo made a vivid metaphor for "Pyramid": "The internationally famous big brand is the spire, and the domestic famous brand is the tower body, and there are some unknown product brands are the towers. Most of the foreign brands start from the top of the brand development, that is, the top of the tower, while the domestic brands start from the bottom of the tower to a certain amount and then upgrade the brand.”