Underwear is a huge piece of cake, and each underwear business wants to get a piece of it. Therefore, each of them has made every effort to advertise it through traditional TV or discount sales at the counter of the mall. The so-called Eight Immortals cross the sea, each showing its magical powers. However, the layman looks lively and the layman looks at the doorway. From the perspective of Underwear Show, there are actually a lot of knowledge behind different marketing techniques. Taking women's sportswear brand Yvette as an example, this sports underwear rookie focuses on new media marketing routes. Recently, a set of videos about "women's sportsmen" and posters on the theme of "better life".
Women's sports: "big" has "big" difficulties
In recent years, with the improvement of living standards and the enhancement of fitness awareness, more and more women have appeared in gyms and sports fields. However, women who are keen on sports have added a layer of troubles that men don't have: how to soothe the jittering big white rabbits on the chest while strenuous exercise has always been a problem that bothers the girls. A study by the University of Portsmouth in the UK found that for every mile (1609 meters) a woman runs, her chest swings up and down 135 meters. This means that for every mile you run, your chest spans about 1/3 of the playground. Because women's chests do not have muscles, they are mainly composed of fat, breast and connective tissue. Vigorous swings will lengthen and tighten the ligament tissue for a long time, which will damage the elastic fiber tissue in the breast and cause sagging and sagging deformation. If the girl's chest is small and she is doing less intense exercise, the situation is fine; if the girl is big-breasted and doing a strenuous exercise like running and playing, then it feels uncomfortable.
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Because of this, sports underwear specializing in protecting women's chests has been favored by more and more women in recent years. Compared with Europe and the United States, sports underwear appeared much later in China, but in recent years it has been popularized rapidly with a geometric progression. According to the statistics of the General Administration of Sport of China, the number of people who exercise regularly in China in 2016 reached more than 430 million, and it is expected to exceed 500 million by 2025. Among them, the female population will account for 40%, and the total number will exceed 200 million. According to data from Frost & Sullivan, a global corporate growth consulting firm, China's sports underwear production value was 800 million yuan in 2014, while the US sports underwear industry scale was nearly $ 300 million. Considering that China is more than 6 times the size of the US population, the market potential of Chinese sports underwear is undoubtedly huge. Yvette, who specializes in the design and production of women's sportswear, Julia Liu, the president, once told reporters that Chinese women's concept of sports underwear is still very backward. . And among those who wear sports underwear, half of them wear appropriate underwear. "Obviously, the big head of the Chinese sports underwear market is still behind. Euromonitor International, a market research company, predicts that the sportswear market will grow at a double-digit percentage each year and will surpass the luxury market by 2020, with a total of about 280.8 billion yuan. This is undoubtedly a fertile market yet to be developed.
From the age point of view, the post-90s and post-00s newcomers are the mainstream consumer group of sports underwear. Relevant data show that this group accounts for about half of the total number of consumers. At the same time, new humans are mainstream users of the Internet and social media. In this case, Yvette Fante, a sports underwear brand, made the Internet and social media the main battlefield of marketing.
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The cake is big, but the tigers serve
Although the potential and development of China's sports underwear market is still behind, the market competition is also very fierce. It is not an exaggeration to describe this situation as "the cake is big and the tigers are around". What are these tigers?
For now, the women's sports underwear market is dominated by European and American brands. Although Chinese brands have a certain share, it is difficult to compete with international giants. European and American giants can be roughly divided into two categories. One is traditional sportswear brands, such as Nike and Adidas. They were originally professional sports equipment manufacturers, and sports underwear was a production line derived later. Because of this background, most of their products have sports attributes and less underwear attributes. Most of them choose different color combinations, and the psychological study of women's underwear is not in place. The second category is the opposite. They were originally women's underwear manufacturers, such as Aimer, Wacoal, Victoria's Secret, etc. Sports underwear is a branch derived from them. Their strength lies in understanding women's breasts, but not enough grasp of sports-Wacoal's sports underwear styles are limited, simple and moderate in strength; Aimer styles are slightly more, but the strength is mainly low strength, and the audience is narrow; Mi has always followed the sexy line, sports underwear is beautifully designed, but not so practical. Therefore, when these brands make sports underwear, they always give the feeling of "halfway home".
In contrast, Yvette, which has stood out in recent years and specializes in the production of women's sports underwear, has grown up. Since entering the Chinese market in 2014, more than a million consumers have become Yvette fans in just a few years. Although this number does not seem to be large in absolute terms, the relevant data shows that its average repurchase rate is as high as 40%. The high return rate indicates that Yvette has won consumer recognition, which means excellent quality and bright prospects.
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Stand out, what does Yvette rely on?
Of course, it is impossible to get a sufficient amount of cake in the sports underwear market served by Qunhuhuan without going through some polishing. At present, the industry giants are flexing their muscles and trying their best. Last April, Victoria's Secret, the maker of women's underwear, announced that it would cut off the swimwear business and develop sports underwear with a younger and more personalized style. Amazon, the global e-commerce leader, announced that it would sell its own brand on its US website. For women's underwear, Amazon also released recruitment notices to find professionals who are familiar with the sportswear field.Therefore, Amazon is considered to be committed to the production of sports underwear. Launched the Li Na women's fitness sportswear series, intended to use the popularity of tennis superstars to grab the domestic market.
Facing the threats of the giants, Yvette, a rookie, also took care of the house. In design, considering that Asian women's bodies are different from those in Europe and the United States, Yvette conforms to the Asian market and tailors Asian women to create sports underwear that meets the needs of Asian women. Because sports underwear requires a high degree of fit, general brands have only three categories of sizes S, M and L. Many consumers report that "fashion is uncomfortable, comfortable and unfashionable, comfortable and fashionable but not fit." In view of this, Yvette launched multi-size sports underwear, one of which is up to 67 sizes. This is like the test scores. Everyone scores excellent, good, and passing grades, and Yvette gives specific scores. The workload is much larger, but the physical and psychological fit with consumers has greatly improved.
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As an emerging brand, Yvette is also willing to invest heavily in marketing, and the marketing wrist has its own characteristics. In 2017, Yvette's marketing strategy was fully blossomed through self-media operations, event sponsorship, large-scale exhibitions, running groups and sports group sponsorship. At present, the company has sponsored the Shanghai Pudong International Women's Half Marathon and the women's pink girlfriends running in the happy running circle, and has planned to enter the gym and shopping mall channels. On December 15, 2016, Yvette unveiled the first offline experience store in Nanjing Deji Plaza, enabling online shopping and offline experience to promote each other. In addition to the Chinese market, Yvette's international strategy is also being further improved. Yvette, born in Europe, is also familiar with siege abroad. In 2017, the company has established German and Finnish branches in the European market; in Asia, the brand is also preparing to enter Japan, Taiwan, Hong Kong and Singapore.
Source: CDC
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In primitive life, humans used animal skins, leaves, etc. to cover their bodies. With the evolution of civilization, the progress of the times, the invention of science and technology, mankind cleverly uses weaving techniques to make daily necessities, and develops a variety of fiber products to resist the cold of winter. Thick sweaters are very warm to wear on the body, but hair loss may occur. Sweater hair loss will not affect the warmth, but sometimes it will affect the beauty. The best solution is to take good care of it. Let ’s take a look with the sweater show!
How to solve the serious hair loss of sweaters, in fact, the best is to use epilators, and not to pull hard.
1. For a small amount of hair removal, simply use a hair removal device and a sticky hair roller. Treatment: Wash the clothes you bought with cold water first. Remember to put on the sweater liquid to protect the sweater. Then dry it, pack it in its original packaging, and put it in the freezer for 24 hours.
2. Like rabbit hair, mink velvet, etc. Because the raw material itself is easy to lose hair, the degree of hair removal of such sweaters is relatively strong. Treatment method: first put the clothes in cold water, let the clothes get wet, and then knead, and don't put anything. Then dry it, or put the machine in a protective bag to dry the water. Repeat this process 2-3 times (determined according to the degree of hair removal), and then soak with softener for about 15 minutes. The water is good and dried.
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The main reason for the hair loss of rabbit hair is that the scales on the surface of the rabbit hair have a single row of tile-like diagonal stripes, the scales have a very small opening angle, the surface is covered with a layer of protein, the surface is relatively smooth, the coefficient of friction between forward and reverse is small, and the fiber has less curl. The cohesion and friction of other fibers are small, and they easily slip off the surface of the fabric and become lint. At the same time, rabbit hair fibers have a pulp cavity, which has a low strength, and is prone to breakage and hair loss during wearing and washing. In order to maintain the soft and fluffy style of rabbit hair products, the twist of the yarn is generally small, and the fabric structure is relatively loose, so it is easy to lose hair.
With the development of textile technology, the spinnability of rabbit hair has been basically solved, and the problem of making a high proportion of rabbit hair has been overcome. Rabbit hair loss has become the key to restrict the development of rabbit hair products. For this reason, China has invested a lot of manpower and material resources in research and achieved some results. The analysis of the collected rabbit hairs found that the length of the rabbit hairs was mainly concentrated below 10mm, indicating that the rabbit hairs were mainly short hairs and broken hairs.
3. The correct method is not to buy the new sweater directly into the washing machine, first put the sweater in the refrigerator for 24 hours, after 24 hours, you ca n’t wash it urgently, you need to put the sweater to room temperature To wash. And there are a lot of things you need to pay attention to when washing your sweater for the first time, for example, you can't put it in cold water and the temperature of the washing water should be kept between 30-40 degrees.
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How to care for sweaters
1. Once a sweater is gnawed by a bug, it is basically impossible to recover, so this is the first important issue for sweater maintenance. You can use a camphor ball to stop the bugs, but the smell really ruins your clothes. Therefore, it is recommended to use dried flower sachets for cephalosporins, and their fragrances have a good anti-roundworm effect.
2. First spread the clothes neatly, and then fold the whole clothes including the sleeves in half. After the folds are finished, we put the hanger in the opposite direction on the armpit, and then fold it on the left like this, and fold it on the right like this. In this way, it will not fall off and the clothes will not become more and more deformed.
3. For the last rinse, add a few drops of white vinegar to the water to neutralize the detergent that may be left in the sweater.
4. If the sweater has good dyeing fastness, it can be washed with warm water and poured into water.
5. When drying sweaters, first use a few hangers or net bags to hang the sweater to control the moisture. When it is half dry, unfold it to dry to avoid deformation; it is best not to expose the sweater to the sun.
Source: Global Textile Network
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