Urban beauty upgrade underwear leading the development of new trends

September 11, 2019

According to the latest industry report shows that in 2011 the annual sales of China's underwear over 100 billion yuan, underwear market accounted for 60% of the entire apparel market, and the annual growth rate of 20%. With the growing underwear market maturity and mature, we all realized that the underwear industry has entered the era of brand marketing, but how to do a good brand marketing is still in the middle of exploration. Recently, due to Lin Chi-ling endorsement and "fire" up underwear business - urban beauty, then around the brand building, product upgrades and terminal experience and other aspects of a series of new development initiatives for the development of brand marketing has provided some successful reference.

都市丽人全面升级 引领内衣发展新潮流

Urban beauty fashion shopping store

The internal and external development strategy of the brand is different from that of the manufacturing industry. At this moment, the clothing has been split from the functional consumption into the brand consumption, presenting the ultimate shape in the market as the brand. Product style, promotion of communication, terminal experience, three branches of solidarity together the style and content of the brand, the brand image directly constitutes the only consumer to buy products. Especially in the apparel industry, the brand has become the most advantageous leverage for garment enterprises to solve the high cost. This is especially true for underwear companies. Only rooted in the corporate brand building, improve brand anti-risk ability, companies can be based on an invincible position.

After entering into 2012, Upholding the belief of "exchanging internally and externally", Cosmopolitan City determined that from the quality-oriented and service-oriented operation to the internationalized operation route that emphasizes the intrinsic quality and highlights the external brands, it gradually completed the transformation from "product + sales" To "brand + marketing" change. From a sense and strategy, urban beauty has been in the forefront of the development of the industry.

A full range of industrial chain upgrade Some experts in the industry that, in addition to a clear brand positioning, to show a beautiful brand, you must also choose the appropriate way and means of communication. City Beauty first sign of a large amount of money signing Lin Chi-ling as the brand image of the spokesman and chief creative designer, re-create the urban beauty of the brand image, showing the brand is more stylish and dynamic side, and through CCTV and Hunan Satellite TV and other mainstream media heavy advertising TVC , Quickly enhance consumer awareness of the urban beauty brand, refresh the beauty of the city's brand activity.

In addition, in order to enhance the user experience after the brand upgrade, City Beauty upgraded the products of "City Ladies", "Urban Fascists," "City Filaments," and "Urban Fashions" for different groups of people. Dazhong series also invited the world's leading marketing consulting firm to conduct a series of storefront image upgrade measures to enhance the store furnishings, staff services, product image, promotion of standardized service terms, member services, to create a full range of high-quality shops, Supported by its own R & D and creative design center, logistics center and electronic data platform three modules, so that consumers really experience the "Wyatt fashion" underwear brand new charm.

Such a series of brand upgrade measures for the development of urban beauty laid a solid foundation. It is understood that urban beauty will start this year, "million shop plan" expects the next 5 years the number of experiential shopping stores will increase to about 8,000. The industry has commented Road, "a comprehensive upgrade of urban beauty led the development trend of the underwear industry.It not only helps the city of beauty solidified the strength of the enterprise, it is a substantial increase in brand influence, the real reliance on brand power marketing."

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