Lingerie Enterprise: The Brand Concept Can Lead To The World.

The sixth Shanghai International Conference held on 18-19 October 2011

Dry de Chao first talked about his views on the domestic brand structure.

He believes that there are so many names of underwear products in China, but few brands are available, and 1/100 can not reach them; products are popular, flooded, scarce brands, and products are saturated with falsehood; many brands who claim to be brand but have not actually achieved brand names.

On the one hand, there are many popular products and few personalized products; two, the degree of product market development is not balanced; three, the influence of domestic brands is far from enough.

The third aspect is the neglect of brand positioning and channel adaptation, ignoring whether the whole stock is in tune with the brand.

Therefore, the development of Chinese brands should pay attention to the needs of audiences.

Sun Tao summed it up as "fit, contradiction, perception", and put forward the question of "how to make a brand to the world in the moderation of many points?"

In his exposition, he emphasized the importance of brand management.

Li Jian describes his brand management experience with his own brand experience.

The StitchbyStitch created by him is plated into Chinese, that is, "one needle and one thread". Keri's brand construction is based on "one needle and one line" - the essence of attention, highlighting the small personality of a brand, and aiming at subdivision.

Luo Liehong's terminal was very successful. He took the pure Yangmei liquor home as an example to explain that the time and timing of making a brand are very important, and originality is also important.

He believes that enterprises always emphasize customer loyalty to the brand is low, but many Chinese brands have no loyalty to customers.

The brand should remain attractive and the growth of customers should be emphasized.

Taking himself as an example, he used to concentrate on making a single brand store, but later found that customer demand changed, and the single brand monopoly lagged behind, so he began to make a complex store.

As a channel trader, Hangzhou Hongyang clothing is standing between the brand and the consumer. It will constantly change according to the needs of consumers, and so should brand dealers.

Wang Yingfei, who studied French and influenced foreign fashion, founded TiTi-FiFi underwear brand. She put forward some ideas on the development of China's underwear brand.

Underwear is becoming more and more fashionable. It is no longer the clothes that people wear in the bottom.

At the same time, the design is interlinked. Underwear design can find inspiration from many things such as clothing manufacturing, music, art and many other things.

She encouraged Chinese underwear brands to be more original.

In the guest interaction, foreign businessmen expressed strong interest in China's underwear market and planned to enter the Chinese market, which reflected the potential of China's underwear market. This is also a challenge for domestic underwear brands. Foreign underwear agents also expressed confusion about some ideas and practices of Chinese underwear enterprises eager for quick success and instant benefits, such as no long-term vision, focusing only on how to make quick profits.

The era of China's underwear industry is not over yet. It is estimated that 5-10 years will be over. At present, a small number of enterprises in China really want to go out, but only when the domestic market is not enough, and if the enterprise has a real brand idea and mission, more enterprises will go out.