Underwear is a daily fast-moving consumer product. Its consumption cycle is relatively short, and the frequency of repeated consumption is relatively high. It is a product with fierce market competition. Therefore, it is more important to establish a brand that stands out.
Men's underwear should establish the brand's dominant position from the levels of awareness, demand, effectiveness, degree of difference, and loyalty. The establishment of men's underwear brand and the opening of the market will also need to promote the new concept of consumption of men's underwear by raising the awareness. Through the development of products suitable for men's physique, it will increase the degree of demand and utility satisfaction, and improve the brand through integrated marketing communication. The degree of difference in dominance and consumer loyalty.
Strategy One: Inspire the beauty of men's beauty As the traditional concept of the role of men, the development of men's underwear market has been in an awkward situation.
The traditional Chinese judging criteria for men re-emphasized "only" and "appearance". This is the positioning of social roles brought about by gender identity. Gender identity is an important part of male consumer self-concept. It refers not only to physical conditions but also to mental ones. People usually follow the cultural expectations of what to do with a certain gender and how to do it. Different cultures also give men different masculinities and behaviors, and the traditional concept of male characters has not completely subsided. With the improvement of social material culture and social interaction activities, it is a fashion trend for men to pay attention to "internal and external cultivation."
Today, men's underwear has gradually evolved from the single function of the cover body to a sporty, sexy, and sexy development. The health of men and the beauty of masculinity are punctuated by a pair of graded underwear. Of course, in addition to brand and style, men's underwear must be physically and psychologically comfortable.
According to a survey conducted by the China Lingerie Marketing Network China Underwear Market Research Group, the main buying group of men's underwear is between the ages of 25 and 40, and more than half of male customers consult the opposite sex partner's opinions on the product during the purchase process. It can be seen that, as the main viewer of underwear, the spouse and the opposite sex friend are the main audiences of the customer. Therefore, the appreciation views of the spouse and the opposite sex to the underwear are largely the consumers' potential consumption needs and purchase motivations. According to an investigation, during the period of love and wedding, consumers will pay more attention to their own internal and external meters in order to win the favor of the other party. Those fashionable and fashionable lingeries that are distinctive in style and color are conducive to creating a warm atmosphere and therefore win consumers' love.
The American scholar Michael Solomon has studied and elaborated on the purpose of consumers' modification of their external affairs. He believes that in every culture, the body will be modified or changed in some way. The self-decoration is usually for the following purposes: to distinguish between group members and non-group members, the need for individuals to integrate into social organizations; the individual's understanding of the gender category; to increase the sense of identity of the gender role; to symbolize the expected social behavior and high The rank of status provides a sense of security for self. Therefore, it is not difficult for us to understand that men pay more attention to self-appropriation and the sense of group identity and security at the same time.
We know that a potential market capacity mainly depends on the purchaser, purchasing ability and purchase motivation. Therefore, businesses should be able to gain insights into the undercurrents of male consumers' perceptions of change, and actively stimulate the physical and psychological needs of male consumers, trigger their purchasing motives, and further guide and consolidate the new concept of male consumers accepting underwear and transform it into a sales force. .
Strategy 2: Innovative Men's Underwear Design Different consumers have different needs for products. Merchants should tailor products to meet the needs of different consumer groups. Men's underwear as a fast-moving consumer goods, have a bright marketing prospects, first of all have to rely on the product itself to speak, that is, in the product's functional design must continue to introduce new, create male consumer demand and perception of subdivided differences, or from additional benefits The market advantage of creating products.
Most of the consumer groups of men's underwear are fashionable and mature men, and the purchasing power is relatively high. The choice of products is more rational, and it is easier to form a brand preference. The characteristics of male consumption behavior are product-oriented simplicity, speed, and safety. From the physiological level (feelings of skin, sex, etc.) and psychological level (male pursuit of health and vitality) of men, it is different from that of women. Although the market potential for men's consumption is large, many businesses only pay attention to the sales strategy instead of starting from the targeted product. The development of men's underwear should pay attention to serialization, specialization, and specialization of the product, and pay attention to fashion and health care functions.
At the same time, the development of men's underwear should demonstrate male beauty. Men's demands on underwear are in terms of quality, shape and color. Therefore, men's underwear products in the packaging design should highlight the male bold, free and easy, fortitude and temperament to make it with the feminine underwear's soft temperament to distinguish. In the choice of products with the use of materials and product colors should highlight its elegant but not clear, clear and unique, distinctive breath.
Strategy 3: Propagate the businesses in a proper way. Having found out the consumer's psychology and positioning the product, it is essential for the product to be accepted by the consumers and build brand awareness. To open the market for men's underwear, it takes a great deal of effort to integrate marketing communications.
First of all, merchants need to know who to say. The main consumers of the men's underwear market have surfaced. They are modern “new menâ€.
The so-called new men include two kinds of people, one is that the level of external equipment can be clearly perceived by the public as an elite among men, and the other is a group of potential individuals who believe that they belong to new men or at least recognize themselves as new men. However, they are generally not perceived by the general public.
Therefore, the merchant should create a product image that conforms to the characteristics of the new male personality when performing advertisements. While emphasizing the function of a product, it should reflect the charm of men from strength and depth. At present, many companies do not realize that in many male advertisements, male images are empty, soft, lack masculinity, and are handsome but lacking in content. The gap between the advertising's performance strategy and the male consumer's recognition of their own image and expectations cannot lead to the resonance of the new man's soul, let alone the psychological appetite that causes male consumers to pursue.
Second, businesses need to know how to say what the advertisement says. Businesses should be good at discovering the dramatic nature of each product and giving products unique sales propositions. In the era of homogenization of products, how to highlight the value of products and brands is the key step to victory in the minds of consumers. At present, the broad appeals of various businesses are different. What to say and how to say is always a factor that needs to be considered in the success of information communication.
In addition to advertising channels to promote consumer attitudes and establishing product brands, the use of terminal marketing channels to narrow the distance between male consumers and enhance their awareness is also a feasible move. At the same time, women's impetus can not be ignored, women have an influence on men's consumption concept, and women's identity will improve men's satisfaction and sense of identity. It is possible to use the aesthetics of women to help men's underwear brands gain more popularity in the men's underwear market.
Men's underwear should establish the brand's dominant position from the levels of awareness, demand, effectiveness, degree of difference, and loyalty. The establishment of men's underwear brand and the opening of the market will also need to promote the new concept of consumption of men's underwear by raising the awareness. Through the development of products suitable for men's physique, it will increase the degree of demand and utility satisfaction, and improve the brand through integrated marketing communication. The degree of difference in dominance and consumer loyalty.
Strategy One: Inspire the beauty of men's beauty As the traditional concept of the role of men, the development of men's underwear market has been in an awkward situation.
The traditional Chinese judging criteria for men re-emphasized "only" and "appearance". This is the positioning of social roles brought about by gender identity. Gender identity is an important part of male consumer self-concept. It refers not only to physical conditions but also to mental ones. People usually follow the cultural expectations of what to do with a certain gender and how to do it. Different cultures also give men different masculinities and behaviors, and the traditional concept of male characters has not completely subsided. With the improvement of social material culture and social interaction activities, it is a fashion trend for men to pay attention to "internal and external cultivation."
Today, men's underwear has gradually evolved from the single function of the cover body to a sporty, sexy, and sexy development. The health of men and the beauty of masculinity are punctuated by a pair of graded underwear. Of course, in addition to brand and style, men's underwear must be physically and psychologically comfortable.
According to a survey conducted by the China Lingerie Marketing Network China Underwear Market Research Group, the main buying group of men's underwear is between the ages of 25 and 40, and more than half of male customers consult the opposite sex partner's opinions on the product during the purchase process. It can be seen that, as the main viewer of underwear, the spouse and the opposite sex friend are the main audiences of the customer. Therefore, the appreciation views of the spouse and the opposite sex to the underwear are largely the consumers' potential consumption needs and purchase motivations. According to an investigation, during the period of love and wedding, consumers will pay more attention to their own internal and external meters in order to win the favor of the other party. Those fashionable and fashionable lingeries that are distinctive in style and color are conducive to creating a warm atmosphere and therefore win consumers' love.
The American scholar Michael Solomon has studied and elaborated on the purpose of consumers' modification of their external affairs. He believes that in every culture, the body will be modified or changed in some way. The self-decoration is usually for the following purposes: to distinguish between group members and non-group members, the need for individuals to integrate into social organizations; the individual's understanding of the gender category; to increase the sense of identity of the gender role; to symbolize the expected social behavior and high The rank of status provides a sense of security for self. Therefore, it is not difficult for us to understand that men pay more attention to self-appropriation and the sense of group identity and security at the same time.
We know that a potential market capacity mainly depends on the purchaser, purchasing ability and purchase motivation. Therefore, businesses should be able to gain insights into the undercurrents of male consumers' perceptions of change, and actively stimulate the physical and psychological needs of male consumers, trigger their purchasing motives, and further guide and consolidate the new concept of male consumers accepting underwear and transform it into a sales force. .
Strategy 2: Innovative Men's Underwear Design Different consumers have different needs for products. Merchants should tailor products to meet the needs of different consumer groups. Men's underwear as a fast-moving consumer goods, have a bright marketing prospects, first of all have to rely on the product itself to speak, that is, in the product's functional design must continue to introduce new, create male consumer demand and perception of subdivided differences, or from additional benefits The market advantage of creating products.
Most of the consumer groups of men's underwear are fashionable and mature men, and the purchasing power is relatively high. The choice of products is more rational, and it is easier to form a brand preference. The characteristics of male consumption behavior are product-oriented simplicity, speed, and safety. From the physiological level (feelings of skin, sex, etc.) and psychological level (male pursuit of health and vitality) of men, it is different from that of women. Although the market potential for men's consumption is large, many businesses only pay attention to the sales strategy instead of starting from the targeted product. The development of men's underwear should pay attention to serialization, specialization, and specialization of the product, and pay attention to fashion and health care functions.
At the same time, the development of men's underwear should demonstrate male beauty. Men's demands on underwear are in terms of quality, shape and color. Therefore, men's underwear products in the packaging design should highlight the male bold, free and easy, fortitude and temperament to make it with the feminine underwear's soft temperament to distinguish. In the choice of products with the use of materials and product colors should highlight its elegant but not clear, clear and unique, distinctive breath.
Strategy 3: Propagate the businesses in a proper way. Having found out the consumer's psychology and positioning the product, it is essential for the product to be accepted by the consumers and build brand awareness. To open the market for men's underwear, it takes a great deal of effort to integrate marketing communications.
First of all, merchants need to know who to say. The main consumers of the men's underwear market have surfaced. They are modern “new menâ€.
The so-called new men include two kinds of people, one is that the level of external equipment can be clearly perceived by the public as an elite among men, and the other is a group of potential individuals who believe that they belong to new men or at least recognize themselves as new men. However, they are generally not perceived by the general public.
Therefore, the merchant should create a product image that conforms to the characteristics of the new male personality when performing advertisements. While emphasizing the function of a product, it should reflect the charm of men from strength and depth. At present, many companies do not realize that in many male advertisements, male images are empty, soft, lack masculinity, and are handsome but lacking in content. The gap between the advertising's performance strategy and the male consumer's recognition of their own image and expectations cannot lead to the resonance of the new man's soul, let alone the psychological appetite that causes male consumers to pursue.
Second, businesses need to know how to say what the advertisement says. Businesses should be good at discovering the dramatic nature of each product and giving products unique sales propositions. In the era of homogenization of products, how to highlight the value of products and brands is the key step to victory in the minds of consumers. At present, the broad appeals of various businesses are different. What to say and how to say is always a factor that needs to be considered in the success of information communication.
In addition to advertising channels to promote consumer attitudes and establishing product brands, the use of terminal marketing channels to narrow the distance between male consumers and enhance their awareness is also a feasible move. At the same time, women's impetus can not be ignored, women have an influence on men's consumption concept, and women's identity will improve men's satisfaction and sense of identity. It is possible to use the aesthetics of women to help men's underwear brands gain more popularity in the men's underwear market.
Polka Dot Scarf,Luxury Polka Dot Scarf,Polka Dot Scarf For Winter
Wool Scarf Cashmere Scarf Co., Ltd. , http://www.nscashmerescarf.com