The epidemic is raging, affecting the whole country, and also posing a “big test” to social economy and business operations. In the past 2019, the underwear industry was already on thin ice, and it has become even worse after this epidemic! How should the underwear industry revitalize under the epidemic? Where is the road?
The underwear industry has reached an inflection point in recent years. Even without the disaster of the epidemic, underwear The industry is also on the road to transformation. Behind the crisis, there are definitely opportunities, but this disaster has accelerated the pace of transformation of the underwear industry. Where will the underwear industry develop in the next 3-5 years?
Based on the market changes and supply-side structural reforms in recent years, combined with the current status of industry development and the impact of this epidemic, I believe that the entire underwear industry will undergo restructuring and adjustment. . After this stage, the underwear industry will show the following eight major trends:
01 Industrial Reorganization
After the epidemic, due to the impact of labor and the performance of overcapacity, industrial structural restructuring will occur. It will break the modules of traditional regional industrial clusters and form a flexible supply chain system with cost as the core and efficiency as the basis. Moreover, the planned supporting facilities and quality standards will become higher and higher, but the total production volume of products will decrease, and the products and services will be higher and higher. The tightness of market demand will be strengthened.
02 The market retail price system will drop
After the epidemic, people’s consumption of textile and apparel products will force will decrease. After the epidemic, consumption will focus on health, medical security and other consumption areas in a short period of time. In particular, consumption of underwear products will be reduced, so there is still a situation of oversupply. In order to promote consumption power, the retail prices of underwear products will be adjusted downward at different levels according to different product categories.
The total annual sales volume in 03 will decrease
Due to the late resumption of work this year, especially in Guangdong and Zhejiang’s underwear industry cluster has been affected by labor shortages, and it is difficult to restore the raw material supply, including the efficiency of the production lines, to the state it was in a year ago. The new spring and summer underwear products only rely on the stock before the Spring Festival, and it is unlikely to resume production in the later period. After the market opens in March and April, there will be short-term shortages in the market. At the same time, because various companies in the underwear industry did not have any precautions and preparations for this sudden epidemic, the development of new autumn and winter products was delayed accordingly, resulting in a loss of investment in autumn and winter products and a decline in total annual sales.
04 Distributors will experience a short-term increase in marketing costs
Because of the impact of product supply from source manufacturers and retail channels The reason for the rapid decline in traffic is that there is a relatively large gap between planned sales and actual sales. However, fixed site costs and labor costs are difficult to adjust in a short period of time, and it is unlikely to receive support from other aspects, let alone effective The sales time is one quarter shorter than in previous years. This loss is huge and irreversible in a short period of time.
05 Opportunities and crises coexist
In 2020, the first year of the 5G era, , the arrival of the 5G era is bound to inject new vitality into various industries and create new business opportunities! With the acceleration of informatization and the rise of the Internet of Things, how to adjust the format of the underwear industry is a topic for the underwear industry. Keeping pace with the times, embracing changes, and pioneering and innovating are the best opportunities for the underwear industry to get out of crisis and revive development.
06 The reorganization of sales channels in the underwear industry is imperative
2020 is the traditional channel Compared with traditional e-commerce, it is also a year of major exams for business. It is also a year for passing the test for the currently existing micro-business system. Whether it is traditional retail or micro-business distribution, part of the communication environment and transaction window will be lost because people cannot gather. The emergence of 5G tools and the emergence of new commercial platforms will replace traditional marketing functions and transaction environments. Therefore, if you are poor, you will want to change. This change is inevitable and is a strong trend.
07 The new era will definitely create new things
In the past forty years of Chinese underwear, traditional brands have gradually differentiated, and the existing traditional There are only a handful of underwear brands. 2020 is also the year of cultivating new underwear brands. They will be grafted with new business theories, Internet thinking and consumer communication tools to create new systems and establish new marketing channels. 2020 is also the first year of the emergence of a business model that integrates online and offline businesses, which will bring more favorable opportunities to companies and channel vendors in the underwear industry.
08 Product innovation is always a theme affecting industrial development
After the epidemic, consumers will There will be changes both financially and psychologically. How to rely on this change to innovate, including product innovation, system innovation, and model innovation, is extremely critical. This is also the core that affects the development of all enterprises. 2020 is also a good time for companies to tap their potential inward and reduce costs through innovation. It is also a good time for companies to develop outward and obtain opportunities through the Internet and various exhibition windows.
Although the epidemic has had a greater impact on the underwear industry, the epidemic will eventually pass, and we cannot lose our confidence! Wealth is created. We have an industrial foundation of 40 years and a consumption base of 1.4 billion people! How to break the ice? Not only does it require our courage and wisdom, but more importantly, we need to unite as one and march towards the foundation.We believe that the future of our industry will be better!
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