Underwear is a daily fast moving consumer goods, its relatively short cycle of consumption, the frequency of repeated consumption is relatively high, the market is more competitive products. Therefore, establishing a stand-out brand is even more important.
Men's underwear from awareness, demand fit, utility satisfaction, the degree of superiority and loyalty level to establish the brand's dominant position. The establishment of men's underwear brand and the opening of the market also advocate the new concept of consumption of men's underwear through raising awareness to improve the product brand through the integration of marketing communication through research and development of products suitable for male physique to improve the demand fit and utility satisfaction The difference between the advantages and consumer loyalty.
Strategy One: to inspire the beauty of the heart of men
Due to the traditional concept of the male role in the development of men's underwear market has been in an awkward situation.
Chinese traditional evaluation criteria for men, "only" light and "appearance." This is the social role that gender identity brings. Gender identity is an important part of the male consumer self-concept. It refers not only to the state of the body, but also to the spirit. People usually follow the expectations of culture about what to do and what to do with one gender. Different cultures also give men different masculinity and behavior, and traditional masculine gender concepts have not completely subsided. With the improvement of social material culture and frequent social interaction activities, it is a fashion trend for men to focus on "internally and externally."
Today, men's underwear has been gradually from the single function of the cover to the movement, the development of fun, sexual development, men's health and masculinity is backed by a taste of underwear. Of course, in addition to the brand and style, men's underwear but also physiologically and psychologically feel comfortable.
According to China underwear marketing network underwear market research group survey shows: men's underwear purchase group is mainly between 25 to 40 years old, more than half of male customers in the purchase process consulted heterosexual partners on the product. Thus, the main viewers as underwear, apart from the customers themselves, are mainly spouses and heterosexual friends. Therefore, the views of spouses and heterosexual friends on underwear are to a large extent also the potential consumer needs and purchase motives of consumers. According to the survey shows that in love, during the wedding, consumers win each other's favor, will focus more on their own from the inside out of the instrument. Those in the style and color on the characteristics of the fashion personality underwear will help create a warm atmosphere, it won the consumer's favorite.
American scholar Michael Solomon made the study and elaboration for the purpose of consumers modifying their own exterior. He believes that in every culture, the body is modified or changed in some way. Self-grooming often serves the following purposes: the need to distinguish between group members and non-group members, the integration of individuals into social organizations; an individual's awareness of the gender category; an increase in the identification of gender roles; the social behavior that symbolizes expectations and high Rank of status, to provide a sense of security for themselves. Therefore, it is not difficult for us to understand that men pay more attention to group identity and security brought about by self-wear while enjoying self-sacrifice and delight.
We know that a potential market capacity depends mainly on the purchaser, purchasing power and buying motivation. Therefore, businesses should be able to gain insight into the under-flow of male consumer attitudes and actively stimulate the physiological and psychological needs of male consumers, triggering their purchasing motivation, and further guiding and consolidating the new concept of male underwear acceptance by male consumers, turning it into sales force .
Strategy two: innovative men's underwear design
Different consumers demand different products, businesses should be based on the needs of different consumer groups own characteristics, tailored development products. Men's underwear as a fast moving consumer goods, there must be a bright marketing prospects, first of all have to rely on the product itself to speak, that is, in the functional design of the product to keep innovation, to create male consumer demand and perception of the subdivision, or from additional benefits To create the product market advantage.
Men's underwear consumer groups are mostly fashionable and mature men, the purchasing power is relatively high, the choice of products is more rational, easy to form brand preferences, male consumer behavior features pay attention to the product's simple, fast and safe. Different from women in terms of physical aspects of men (skin, gender characteristics, etc.) and psychological aspects (men's pursuit of health and vitality). Although the market potential for male consumption is large, many businesses focus on marketing strategies rather than product-specific targeting. The development of men's underwear should pay attention to the serialization of products, specialization and specialization, and pay attention to fashion and health functions.
At the same time, the development of men's underwear should highlight the male beauty. Male consumer performance underwear requirements in the quality, shape and color of the three aspects. Therefore, men's underwear products should be highlighted in the packaging design men generous, free and easy, resolute temperament so that the lingerie and the feminine temperament to distinguish. In the product mix of materials and product colors should be highlighted with its elegance and impressive, clear and not turbid, unique superior flavor.
Strategy three: spread in the right way
Businesses find out the psychology of consumers to locate the product, but to make the product finally accepted by consumers and establish brand awareness is inseparable from the key aspects of information dissemination. Men's underwear to open the market, the need for integrated marketing communication up and down enough time.
First, businesses need to know who to say. Men's underwear market, the main consumers have surfaced, they are modern "new men."
The so-called new men, including two kinds of people, one is the level of external equipment can be clearly perceived by the public as the elite men; the other is considered to belong to the new male or at least consider themselves with the potential of a new group of men, But they are generally not perceived by the public.
Therefore, the performance of businesses in the business should be shaped to meet the new male personality traits of the product image. In the dissemination emphasizes the function of a product, it should reflect the charm of the male from the strength and depth. At present, many companies do not realize that in many male ads, the male image is empty, soft, lack of masculinity, handsome appearance but lack of connotation. The difference between the performance strategy of advertising and that of male consumers on their own image and expectation can not trigger the spiritual resonance of new men, not to mention the psychological desire that causes male consumers to pursue.
Second, businesses want to know what to say, that is, what ads say. Businesses should be good at exploring the dramatic nature of each product, giving the product a unique sales proposition. In the era of product homogeneity, how to highlight the value of products and brands to grab the minds of consumers is a crucial step ahead. At present, each business's advertising appeal is different. What to say and how to say it is always a factor to be considered in the successful communication of information.
In addition to advertising advertising to guide the concept of consumer product brand building this channel, the use of terminal marketing channels of communication, to narrow the distance with male consumers and enhance their awareness is feasible. At the same time, we should not ignore the driving force of women. Women have an influence on the concept of male consumption. Women's identity will improve men's satisfaction and identity. May wish to use a woman's aesthetic, to help men's underwear brand in the men's underwear market to win more popularity.