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YKK拉鏈帶你看透4400億的內衣生意經

來源:??????2020/12/19 20:43:58??????點擊:

YKK拉鏈行業新聞】

隨著雙十二的收官,2020年最后一波剁手熱潮就此落下帷幕。


HUIGU2020NIANDEXIAOFEISHICHANG,GUONEIYIQINGHELADONGNEIXUDEDAHUANJINGZUOYONGXIA,XIAOFEILINGYUCUISHENGCHULEDALIANGXIAOFEIXINYETAIXINMOSHI。TEBIESHIJIJINXIAOFEILINGYU,DALIANGXINXIAOFEIPINPAIXIANSHICHULEJIQIANGDEZHANDOULI。


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


但是這樣的熱鬧面前,否意味著新品牌的真正強大?能否在這一波浪潮中完成品牌更迭的使命?


LUANQUANDASILAOSHIFU”


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


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


艾媒咨詢數據顯示,自2010年以來,中國內衣消費需求量不時增長。2019年,中國內衣消費需求量已達167.7億件,預計到2020年底將突破170億件,整體市場規模達到4400億元。而近十年,適于穿戴內衣的女性(1564歲)人口不時增長,目前穩定在4.5-4.6億人左右。


ZHESHIYIGEXUQIUWENDING,QIEYONGYOUJUDARENKOUHONGLIDEGUANGKUOSHICHANG。


ZHEYANGDESHICHANGZHONG,XINJINCHANGDEWANJIAMENRUHECAOZUODE


QIEZHONGZIWOYUYUEDEXINQUSHI


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


JUTIANMAOSHUJUXIANSHI,2018NIANZAIXIANXIAOSHOUDEWENXIONGPINLEIZHONG,WUGANGQUANNEIYIYIZHANDAO60%FENE。


YUCITONGSHI,BralettYIZHONGFASHIWUGANGQUANWENXIONG)REDUYEKAISHIXUNSUDIANRAN,ZUOWEIWUGANGQUANNEIYIDESHENGJIBANBEN,BralettYIZHUTIYANGENGJIASHUSHI,BINGQIEYANGSHIGENGJIASHISHANG。2018NIAN,ZHEYIXIFENPINLEIDETIANMAOSHUJUZENGSUYIJINGDADAO172%


LIQIANKANLAI,XIAOFEIZHEDEXUQIUBIANHUA,ZHUTUILEZHEYILUNDEXINGYEZHENGHE。ZHEQIZHONG,CHULEYOUNVXINGLILIANGJUEQIDEYINSUZHIWAI,GENGZHONGYAODEYIGEYINSUSHIZHENGGEXIAOFEISHENGJIDEGUOCHENGZHONG,XIAOFEIZHEDUIYUCHANPINDEZONGHEYAOQIUYUELAIYUEGAO,DUIPINPAI、JIAGE、CAIZHIYIJICHANPINDIAOXINGDENGDENGFANGMIAN,DOUTICHULEYUELAIYUEJINGXIDEYAOQIU。


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HULIANWANGJIEJUEBULEYIQIE


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


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CIWAI,XINPINPAIMENZHENGZAIXIANGJIJINLINGSHOUMOSHIZHUBUKAOLONG,KAISHEXIANXIAMENDIAN。


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


JIAONEIXIANGGUANFUZERENBIAOSHI,MUQIANXINXIAOFEIPINPAIDEXIANXIAMENDIANCHENGXIANZHUJIGEXIANZHUTEZHENG:SHOUXIANSHIMIANJIYUELAIYUEDA,YINWEIMENDIANCHENGZAIDENEIRONGYIJISHANGPINYUELAIYUEDUO,BINGQIEYAORANGKEHUZAIKONGJIANNEIDUISHANGPINJINXINGGENGHAODETIYAN;QICI,DIDAOSHANGPINZHANSHILEIDEDIANPUYIJINGHENNANDADONGXIAOFEIZHELECIWAI,XIANZAINIANQINGXIAOFEIQUNTIDUIDIANPUYOUZHUGENGGAOJIDELIJIE,XUYAOGENGJIAGAOJIDESHENMEI。HULIANWANGJIEJUEDEGOUMAIXIAOLVWENTI,ERWUFARANGXIAOFEIZHEGANSHOUDAOZHENGGEPINPAIDEZHENSHIFENWEI。


李倩看來,新品牌***優勢在于資源聚合能力、數字化傳達和營銷能力、 對消費者需求的換位感知能力,但擁有深厚積淀的激進品牌并非沒有發力跟上的機會。如果激進品牌能夠意識到自身的單薄之處,掌握住全新傳達和銷售工具的巨大力量,理解當下的消費新趨勢,也有快速跟上的機會。


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


ERZHEXIE,DOUSHIJIJINPINPAISUOSHANCHANG。YINCI,NENGFOUZAIZHEXIEYINGSHILISHANGCHIXUSHENGENG,JUEDINGLEYIGEPINPAINENGFOUSHIXIANJIYECHANGQING。

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