New Century Underwear Development Trend: Brand Competition

The underwear market in the new century has entered the stage of strategic enterprise development.

Recalling the past 20 years of reform and opening up, the development of Chinese enterprises has gone through three stages, that is, in the 1980s, it was in a period of shortage economy, and it was decided by production that it was a production-oriented enterprise; in the following decade, oversupply occurred. The buyer’s market is decided by the market and it is a market-oriented enterprise stage. By the beginning of this century, when it enters the stage of strategic enterprise, there is no gap in the industrial market. The mainstream industry has gradually matured, and the factors that affect the development of the enterprise are multiple, so it is unnecessary to calculate The success or failure of a product in a certain market should be determined by winning or losing with a strategic decision. The so-called strategic decision-making is an overall decision concerning the long-term development, such as establishing the business focus, seeking new growth points, adjusting the industrial structure, changing the management model, etc. to promote the stable and sustainable development of the company.

At the same time, in the midst of the market economy, the tertiary industry is booming. The underwear industry as a service industry has experienced rapid development over the past decade and has begun to evolve from disorder to maturity. The market continues to expand and there is still a certain potential market. In some cities, the status of “lots of stores and low levels” has emerged. The underwear market has entered the “difficulty of wearing underwear” stage from the “difficult to buy underwear” stage. The competition between quality and service will become increasingly fierce. The strategic focus of the company's development should be at the same time as the expansion of the extension. It should be added to the improvement of the connotation, that is, it should focus on improving service quality and service quality. To this end, franchisees, bigger and stronger, standardized services, create a plastic brand should be a way out of the underwear industry, the implementation of the brand strategy will become the key to the success or failure of the enterprise.

The industrial market has grown rapidly, and the brand era has come. The market competition in the brand era is essentially brand competition.