The early cold air has brought a strong wind to the underwear industry, but the market reaction is still a few unhappy things.

Some underwear bases, even the logistics company's business is obviously cold and cheerless. On the contrary, when the winter has just arrived, Heng Yuan Xiang, who does not show much water in the underwear industry, has achieved a 30% sales growth. "Fuhu" underwear has been listed in Beijing, Shanghai, Chengdu and other places for a number of consecutive weeks, and its sales grew by 100% over the same period last year.

Wang Yibin, general manager of Heng Yuan Xiang garment company, said: "this year, we have no glitzy concept or gorgeous packaging. We just focus on building brand culture and improving product quality."

Heng Yuan Xiang's "essence" underwear sales performance has aroused the industry's reflection: overly exaggerated function propaganda, underwear concept battle in recent years, the market is tired, and the underwear that returns to the original source, lightly stay on the warmth level, may make consumers feel more realistic.

Excessive speculation leads to lack of brand

Underwear, as an important branch of the clothing industry, has been developing rapidly in recent years. It grows at a high speed of 20% every year, with annual sales volume of more than 100 billion yuan. With the annual purchase of 3 pieces of underwear per person, the annual purchase demand of Chinese women is more than 600 million (sets).

In the world, 5 underwear sets per person per year are regarded as a reasonable and regular consumption demand, while China's underwear consumption is far from that level. The industry expects that the scale of annual sales will exceed 500 billion yuan in the next 5 years.

In this way, the underwear industry is a sunrise industry with great potential and bright future.

However, China's underwear industry seems to be a small industry, and there is no bustling scene of supply and demand.

With the involvement of more and more knitted underwear brands and the extension of product lines of other apparel enterprises, the market began to appear variables: price system confusion, concept war, and vague brand image. Excessive speculation has led to the lack of Chinese underwear brand, which has become the fatal "short board" of Chinese underwear enterprises.

Far infrared can omnipotent medical function propaganda, the abuse of nanotechnology, some products unrealistic propaganda, let the concept of underwear business gradually become yesterday's yellow flower, many underwear brand has not yet entered the field of vision of people, and soon quit the stage of competition.

The foundation of underwear business is whether it is a concept or a brand.