According to our editorial understanding, the mid-90s of last century, body shaping underwear began to rise in China. Body underwear brands represented by Yazhuo in Taiwan, Hong Kong Celebrity and Ting-Mei in Beijing and Oerlikon in Shenzhen have started to enter the body-care market. The beginning of the competition, body underwear market three-thirds of the world pattern initially formed. Ya-chu, fiber-ying and Oerlikon high-end brands such as direct marketing mix plus cinema mode, by virtue of the timing of the rapid occupation of the high-end market. Body underwear market huge treasures hidden, revealing the tip of the iceberg, this corner provoked tens of millions of businesses underwear market around the corner! Into the operation of the cinema body underwear, due to restrictions on the size of the channel, and the lack of professional factors, making the product visibility and market share, progress slow. It is fancy body underwear market development prospects and opportunities for development, when Tingmei with keen market insight, to avoid the high-end market edge, the sword refers to supermarkets and counters, the low-end body lingerie market won in one fell swoop. Ting Mei has been far ahead of almost three years, dominate the world. In the above-mentioned company overwhelming education in the market, the body market surge tsunami, so that the body underwear from the ivory tower to the consumer. Traditional body lingerie market suffered a crisis of confidence! In the face of huge profit temptation, some large and small enterprises have followed suit, but due to limited business strength, especially in the short form of product plagiarism and marketing and can not be innovative, the real climate is not much! While expanding the market, the three major drawbacks of the body underwear industry are also increasingly apparent: 1, low technological content of products, body efficacy is not significant; 2, only heavy industrial production, regardless of consumer demand; 3, Heavy service, so that consumers can not get the body designer guidance and professional advice. Industry crisis, consumers gradually lose confidence. Former glory of the traditional Body underwear bigwigs, because of its marketing model emphasis on short, fast, accurate speculation and consumer demand for body formation of conflict and conflict, can not meet the real needs of customers, the drawbacks of the traditional body underwear is increasingly apparent, The passing of the trend has been no longer scenery! Challenge Strategy: Ants regret elephant wisdom game However, the editors learned that although the market conditions are not good, there are still some people who have seen market opportunities through the crisis of the entire industry. It is understood that at the beginning of this century, the fundamental reason that enterprises keenly saw the market appearance and caused the market to continue to decline was the consumption The body and health needs continue to improve, and product and marketing short-term speculation, regardless of the contradiction between consumer demand. Editor's information to understand that in early 2003, when the worst market conditions, SARS rampant, there is still the brand of soft Yang into China body underwear industry, and carried out a sophisticated strategic thinking: but hard against the dry, certainly can not beat; if used Follow the strategy, but also can not reflect the product personality, resulting in extended promotional cycle. The brand won the body sculpting underwear in one fell swoop China market, targeting the industry bigwigs, soft Yang developed a meticulous "Normandy plan," clear "challenge strategy" as the core, "differential positioning" as the advocate of "consumer Service "as a means of strategic thinking throughout the entire operation of the market the whole process, at the time the market conditions do not support the case, firmly grasp the opponents weakness, constant challenge, contrast, opponents to combat, to launch a small Bo , To win less, surprisingly successful body underwear marketing battle! Sometimes, "sincere treatment, hard service" is the real weakness of the market! According to the editor from a variety of business information and query to analyze soft Yang, the analysis results are summarized as follows: Portrait of the crowd: some targeted arrows through the heart Who exactly sell products? Many companies did not think well, the product on the market, often resulting in communication problems with consumers. Sophie soft scanning, tightly target population "self-confidence, high quality, love their own women." First of all, according to family income, high-income women in the 30-45 age group. They have a higher spending power, awareness of the body and health spending, as long as a professional body design consultant to share a concept of high quality professional services, she will be "crazy for the health of the United States," a sense of consumer demand. Second, according to the age of view, 30 to 45 age group of women. Most of them are successful, cultured and tasteful. However, due to the passage of time and the pressure of their families or work, they have experienced such problems as faded appearance, fat accumulation and body deformation. So with varying degrees of psychological panic disorder. As long as its sincere guidance, active service, can greatly stimulate their brand loyalty. Finally, by specific group of people, the main idea is to think of a more perfect figure of high quality women, they exist at all ages. They are the mainstream of body lingerie market. In product selection, they pay more attention to product performance, health and convenience.