幸运赛车官网

行业新闻

YKK拉链带你看透4400亿的内衣生意经

来源:      2020/12/19 20:43:58      点击:

YKK拉链行业新闻】

随着双十二的收官,2020年最后一波剁手热潮就此落下帷幕。


HUIGU2020NIANDEXIAOFEISHICHANG,GUONEIYIQINGHELADONGNEIXUDEDAHUANJINGZUOYONGXIA,XIAOFEILINGYUCUISHENGCHULEDALIANGXIAOFEIXINYETAIXINMOSHI。TEBIESHIJIJINXIAOFEILINGYU,DALIANGXINXIAOFEIPINPAIXIANSHICHULEJIQIANGDEZHANDOULI。


JILUNCUXIAODAZHANZHONG,FANKANGECHUIZHILEISHANGPINDEXIAOSHOUYEJI,NEIYIPINLEIDEPINPAIXIAOLIANGPAIMINGBIANHUAJIWEIMINGXIAN—RUGUOSHUO,2019NIANZHEIYIBANGDANHAISHIYOUNANJIREN、YOUYIKU、HENGYUANXIANGDENGYONGYOUSHUSHINIANZHIMINGDUDEJIJINPINPAISUOBACHIDEHUA,JINNIANDEYEJIBANGDAN,ZEBEIJIGEXINGBANSHIJIANJIN4-5NIANDEXINXINGPINPAIQIANGQULEGUANGCAI。


但是这样的热闹面前,否意味着新品牌的真正强大?能否在这一波浪潮中完成品牌更迭的使命?


LUANQUANDASILAOSHIFU”


2019NIAN11YUE,CENGJINGFENGMIQUANQIUDENEIYIPINPAI“WEIDUOLIYADEMIMI”XUANBU,QUXIAOCONG1995NIANQIZHUBANDEWEIMIXIU”2020NIAN2YUE,WEIMIKAICHUANGRENXIEREN,BINGJIANGQIXIAWEIMI55%DUOSHUGUQUAN,CHUSHOUJISIMUJIGOU。GUZHIJINWEI11YIMEIYUAN。


ERLINGYIBIAN,GUONEIDENEIYIJUTOURIZIYEJIWEINANAI。


DOUSHILIRENHEANLIFANGJUNZAIJINQIFABULEYINGLIJINGGAO—DOUSHILIRENZAIGUOQUDELIUGEYUELIYUJIKUISUNBUSHAOYU1.2YIYUAN;ANLIFANGJITUANDEJINGLIRUNJIAOTONGQIJIANSHAOLE50%


ERFANKANGUOWANGSHUJU,JINQITIJIAOLESHANGSHIJIHUADEQINGMUNEIYICONG2017NIANZHI2019NIAN,QIZONGHEMAOLILVHEJINGLIRUNYESHILIANXUSANNIANXIAJIANG。


ERYUZHIDUIZHAOXIANMINGDEJIGEXINJINGUOHUOPINPAIDEYIJUNTUQI。


2019NIAN10YUE,NVXINGNEIYIPINPAINEIWA INEIWAIWANCHENG1.5YIYUANCLUNRONGZI,TOUHOUGUZHICHAOGUO10YI;


2020NIAN8YUE,DAZHAOBEINEIYIPINPAINAITANGPAIWANCHENG900WANYUANTIANSHILUNRONGZI;


2020NIAN9YUE,NVXINGNEIYIPINPAIUbraYU2020NIAN9YUE,WANCHENGSHUYIYUANB+LUNRONGZI;


2020NIAN11YUE,YIWUGANBIAOQIANNEIYIQIJIADEBananainJIAONEIZHENGSHIWANCHENGSHUYIYUANALUNRONGZI,TOUHOUGUZHIDADAO25YIYUAN。


XINJIUPINPAIJIAOTIDEMIANQIAN,XIANSHICHUNEIYISHICHANGRENGJIUYONGYOUJUDADEXUQIUQIANLI,BINGQIEYIXIANLUCHUQUANXINDEYUNZUOMOSHI。


2020NIAN,WUGANGQUANDEFENGCHAOBEIUbraWUCHIMANEIYI”GAINIANTUIXIANGLEXINGAODU。


JINNIANSHUANG11QIANQIYUSHOU,JINYONG32FENZHONG,UbraXIAOSHOUEJIUCHAOQUNIANSHUANG111XIAOSHI45FENSHIXIANXIAOSHOUEPOYI;SHUANGSHIYINEIYIPINLEIXIAOSHOUBANGDIYIMING。LINGYIGEDINGWEIYU“TIGANKEJIGONGSI”SHOUMAINEIKU、WAZI、WENXIONG、BAONUANYI、JIAJUFU、QINGHUWAIDENGPINLEIDEJIAONEI”ZEJINSUIUbraZHIHOU,ZHANJULESHUANGSHIYINEIYIPINLEIXIAOSHOUBANGDIERMINGDEWEIZHI,ZONGCHENGJIAOETUPO2.2YI。


PINPAIYINGXIAOZHUANJIA、GUANXIPINPAI”TICHUZHELIQIANKANLAI,SUIZHEXINXIAOFEIGAINIANDEJIXUGAOWEN,NEIYILINGYUZUOWEIYIGEFUGOULVFEICHANGGAO,LIRUNLVYEJIAOGAODEXIAOMENLEI,YINLAILEZIBENSHICHANGDEGUANGFANGUANZHU。BUTONGYUJIJINQIYELIANGRUWEICHUDEZIJINHECHANPINYUNYINGFANGSHI,XINPINPAIYIKAOZIJINLIURUDAILAIDEGUIMOXIAOYING,JIANGHULIANWANGDEXINDAFADAIRULEJIJINFUZHUANGSHENGYI,YUSHIJIUJISHICHANGDAILAILEYIZHONG“LUANQUANDASILAOSHIFU”ZHENGTIGUANGAN。


艾媒咨询数据显示,自2010年以来,中国内衣消费需求量不时增长。2019年,中国内衣消费需求量已达167.7亿件,预计到2020年底将突破170亿件,整体市场规模达到4400亿元。而近十年,适于穿戴内衣的女性(1564岁)人口不时增长,目前稳定在4.5-4.6亿人左右。


ZHEISHIYIGEXUQIUWENDING,QIEYONGYOUJUDARENKOUHONGLIDEGUANGKUOSHICHANG。


ZHEIYANGDESHICHANGZHONG,XINJINCHANGDEWANJIAMENRUHECAOZUODE


QIEZHONGZIWOYUYUEDEXINQUSHI


SHISHISHANG,CONG2017NIANKAISHI,WUGANGQUANNEIYIDEFENGCHAOZAIGUONEIZHUJIANBENGFA,GENJUCBNDataYANJIU》XIANSHI,WUGANGQUANWENXIONGSHICHANGSHICHANGGUIMOZENGSUJIEJINWUCHENG。BINGQIE90HOUXIAOFEIZHEZHANJULEBANBIJIANGSHAN,95HOUDEXIAOFEIRENSHUHEXIAOFEIEZENGZHANGYEFEICHANGKEGUAN。


ZHEIYIJIEDUANZHONG,CHUANGLIYU2016NIAN,JINJINCHENGLILIANGNIANDENEIWAI”HE“YOUYIKU”MANNIFEN”YIQIBADETOUCHOU,ZHANJULEWUGANGQUANNEIYIXIAOSHOUEDEQIANSANJIA。


JUTIANMAOSHUJUXIANSHI,2018NIANZAIXIANXIAOSHOUDEWENXIONGPINLEIZHONG,WUGANGQUANNEIYIYIZHANDAO60%FENE。


YUCITONGSHI,BralettYIZHONGFASHIWUGANGQUANWENXIONG)REDUYEKAISHIXUNSUDIANRAN,ZUOWEIWUGANGQUANNEIYIDESHENGJIBANBEN,BralettYIZHETIYANGENGJIASHUSHI,BINGQIEYANGSHIGENGJIASHISHANG。2018NIAN,ZHEIYIXIFENPINLEIDETIANMAOSHUJUZENGSUYIJINGDADAO172%


LIQIANKANLAI,XIAOFEIZHEDEXUQIUBIANHUA,ZHUTUILEZHEIYILUNDEXINGYEZHENGHE。ZHEIQIZHONG,CHULEYOUNVXINGLILIANGJUEQIDEYINSUZHIWAI,GENGZHONGYAODEYIGEYINSUSHIZHENGGEXIAOFEISHENGJIDEGUOCHENGZHONG,XIAOFEIZHEDUIYUCHANPINDEZONGHEYAOQIUYUELAIYUEGAO,DUIPINPAI、JIAGE、CAIZHIYIJICHANPINDIAOXINGDENGDENGFANGMIAN,DOUTICHULEYUELAIYUEJINGXIDEYAOQIU。


YIQIANRENMENDUIYUYIFUDEYAOQIUSHIHAOKANJIUXING,HUOZHELIANJIAJIUKEYILEDANSHIXIANZAIXIAOFEIZHEBUYIYANGLEXUYAOJIHAOKAN、YOUSHUSHI、HAIBIANYIDECHANPIN。


DANDUIYUZHEIXIELAOPINPAIERYAN,PINPAISHENGCHANDEMENJIANBINGBUGAO,WEIHETAHAISHIBAIXIAZHENLAI?


YISHUSHIWEIHEXINLINIANDECHANPINXUNSUJUEQI,KANSHANGQUHAOXIANGSHICHANPINXINGTAIDEBUSHIGENGXINDIEDAI,ERZHEIBEIHOUZESHIYIXIFENRENQUNDEXUQIUWEIZHUDAODECHANPINLINIANSUODAILAIDEBIANHUA。


NVXINGNEIYIYIXIANGYIZHIZUOLIUCHENGFUZAZHUCHENG,ERQIEYOUYUJIJINXIONGYIYONGLIAOQINGBOXIXIAO,HENDUOGONGXUDOUWUFASHIXIANZIDONGHUASHENGCHAN,ZHINENGYIKAORENGONG。ERQIECHICUNFANDUO,HAOCAIGAOGUI,SKUZHONGDUO,KUCUNYALIJUDA,JIDADEKAOYANZHEQIYEDEYUNYINGHEZIJINNENGLI。YI“WUCHIMANEIYI”CHUANGCHUYIPIANTIANDIDEUbraZEJIDADEJIANHUALEGONGYINGLIAN,CONGYUANTOUSHANGJIANGDILEKUCUNYALI,ZHIZUONANDUYEDAWEIJIANGDI。


CIWAI,JINGJIANDECHANPINPINLEIYEWUXINGZHONGJIAKUAILEXIAOFEIZHEDEGOUMAIJUECE,DADAJIANGDILEXIANSHANGGOUMAINEIYIDEFUZASHUIPING。


LINGYIFANGMIAN,ZHIBO、DUANSHIPINDENGXINQUDAO,YIJIKOLZHONGCAOSHIMUQIANXINPINPAIZUIZHUYAODECHUANDAZHENDI,YERANGZUIXIANCANYUQIZHONGDERENCHIDAOHONGLI。


LIQIANKANLAI,SHEJIAOHUAMEITIDECHENGXIAN,RANGXINQIDEJUBEICHUANDATEDIANDECHANPINYONGYOULEJIDADECHUANDAYOUSHI。ZHEILEIJUBEIJIGAOSHUZIHUASHENGCUNNENGLI,BINGQIEYUXIAOFEIZHEJIANYONGYOUJIQIANGHUDONGSHUXINGDECHANPIN,DUIJIJINXIAOFEISHENGCHANTIXIDEYICIJIANGWEIDAJI。


LIRU,SHUANG11YUSHOUQIANYITIAN,UbraXUANBUOUYANGNANACHENGWEIQISHOUWEIPINPAIDAIYANREN。JUCBNDataJIANCESHUJUXIANSHI,OUYANGNANADAIYANUbraDIYIGEYUENEI,XIAOGUOZHISHUGAODA8.47WEIPINPAIDAILAIFEICHANGJILIDEXIAOSHOUZHUANHUA。CIWAI,UbraDAIHUORENQINGDANSHANG,BUZHIHANGAILEYIWEIYAWEIDAIBIAODETOUBUZHUBO,HAINANGKUOLEBAOKUOWUXIN、ZHANGHANYUN、MENGJIA、KANQINGZI、XULUDENGYIZHONGMINGXINGDEHEZUOTUIGUANG,FUGAILEXIAOHONGSHU、WEIBO、DOUYINDENGZHULIUPINGTAI。ERJIAONEIDECHUANDAMOSHIYEDAZHIXIANGTONG。


HULIANWANGJIEJUEBULEYIQIE


DANXIANGDUIYUCHUANTONGPINPAIZAIYUNYINGSHIDEYINGLISIWEI,ZHEIXIEYOUZIBENZHULIDEXINPINPAIGENGQINGXIANGYUZAIQIANQI“PEIBENZHUANYAOHE”XIANQUANDINGYONGHUQUN,YINCI,DAYIDINGYONGHUTILIANGZHIHOU,RUHEJIXUFASHENGYINGLISHIDUITA***KAOYAN。ZUIZHONGJUEDINGYIGEPINPAIWEILAIDEYINGLINENGLI、FUGOULV,LIRUNSHUIPING,GONGYINGLIANGUANLINENGLI。LIQIANSHUO。


ZUOWEIDINGWEIYUFUWUCZHAOBEIYISHANGRENQUNDENEIYIPINPAI,NAITANGPAIYANFACHULE45GECHIMA,TIGONG47ZHONGBEIXING,YIMANZUBUTONGXIONGXINGDEXUQIU。DANZHEIYEYIWEIZHEDUOCHIMAZHANLVESUODAOZHIDEKUCUNYIJIGONGYINGLIANSHANGDETIAOZHANGENGDA。


NAITANGPAIXIANGGUANFUZERENBIAOSHI,XIANZAIZHENGZAITONGGUOROUXINGSHENGCHAN,XIAOPILIANG、KUAISUFANYINGDELIUCHENGGUANLI,RANGCHANPINDEZHOUZHUANLVBUSHITIGAO,YUJIMINGNIAN、HOUNIANHAIHUIZAIJINYIBUTIGAO,JIANGYUANGAOYUXINGYESHANGSHIGONGSIDESHUIPING。


ERJIAONEIYIJINGBUZAIMANZUYUXIFENSHICHANGLEYEWUFANWEIZHENGZAIXIANGGENGGUANGFANDEFANGXIANGMAIJIN:CHENGWEIMEIYIGEJIATINGDEBIXUPIN。BINGJIANGZIJIDINGWEIWEI“TIGANKEXUEGONGSI”CONGMIANLIAOXIANWEIJISHUHEMIAOXIJIANGWENJISHU、KONGQIXUEBAONUANJISHUDAOWUJUANBIANDENEIKU,YIJI+℃REPIBAONUANNEIYI,DOUBIAOBANGZHEZIJIDEKEJIGAN。


CIWAI,XINPINPAIMENZHENGZAIXIANGJIJINLINGSHOUMOSHIZHUBUKAOLONG,KAISHEXIANXIAMENDIAN。


LIRU,JIAONEIDESHOUJIAXIANXIAMENDIANJIANGYU12YUEDIZAISHENZHENKAIYE。WEILAITAHAIJIHUAZAIBEIJING、SHANGHAI、GUANGZHOU、CHENGDOU、HANGZHOUDENG6-8GEYIERXIANXIANGCUNKAISHEXIANXIAMENDIAN。CIWAI,UbraYEYIZAIBEIJING、SHANGHAI、HANGZHOU、ZHONGQINGSIDIKAISHE9JIANMENDIAN;NAITANGPAIYEYIKAISHELESHOUJIACESHIMENDIAN;ERNEIWAIZEYUJIZAI2020NIANWANCHENG150-200JIAXIANXIAMENDIANDEKAISHE,BINGZHUNBEIZAIJIUJINSHANKAISHESHOUJIAHAIWAIMENDIAN。


JIAONEIXIANGGUANFUZERENBIAOSHI,MUQIANXINXIAOFEIPINPAIDEXIANXIAMENDIANCHENGXIANZHEJIGEXIANZHUTEZHENG:SHOUXIANSHIMIANJIYUELAIYUEDA,YINWEIMENDIANCHENGZAIDENEIRONGYIJISHANGPINYUELAIYUEDUO,BINGQIEYAORANGKEHUZAIKONGJIANNEIDUISHANGPINJINXINGGENGHAODETIYAN;QICI,DIDAOSHANGPINZHANSHILEIDEDIANPUYIJINGHENNANDADONGXIAOFEIZHELECIWAI,XIANZAINIANQINGXIAOFEIQUNTIDUIDIANPUYOUZHEGENGGAOJIDELIJIE,XUYAOGENGJIAGAOJIDESHENMEI。HULIANWANGJIEJUEDEGOUMAIXIAOLVWENTI,ERWUFARANGXIAOFEIZHEGANSHOUDAOZHENGGEPINPAIDEZHENSHIFENWEI。


李倩看来,新品牌***优势在于资源聚合能力、数字化传达和营销能力、 对消费者需求的换位感知能力,但拥有深厚积淀的激进品牌并非没有发力跟上的机会。如果激进品牌能够意识到自身的单薄之处,掌握住全新传达和销售工具的巨大力量,理解当下的消费新趋势,也有快速跟上的机会。


DUIYUXINPINPAILAISHUO,CONG01LUYEXUHENKUAIJIUZOUWANLEDANCONG110LUZHIKAOSHUZIHUACHUANDAHEZIJINZHULIYUANYUANBUGOU。CONGZHANGQIKANLAI,QIANGDADEGONGYINGLIANNENGLI、TUOPINTUOXINDENENGLI、JIAGEYOUSHI、XINGJIABIYOUSHICAISHIYIGEPINPAINAIJIUFAZHANDEDICENGLUOJI。


ERZHEIXIE,DOUSHIJIJINPINPAISUOSHANZHANG。YINCI,NENGFOUZAIZHEIXIEYINGSHILISHANGCHIXUSHENGENG,JUEDINGLEYIGEPINPAINENGFOUSHIXIANJIYEZHANGQING。

var _hmt = _hmt || []; (function() { var hm = document.createElement("script"); hm.src = "https://hm.baidu.com/hm.js?78ebdacae9da971faf025645ab77d367"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(hm, s); })();