Chapter 5 Section 4 Domestic Underwear Brands - Still Holding Pipa Half Covered

As a commodity, bras have officially swept across China's large and small cities since the early 1980s.China's domestic underwear brands have sprung up like mushrooms.Among them, we found that some brands are moving in the direction of "female ideal self", even if their strategies are still not perfect.However, more underwear companies are still deeply lost, often going back and forth in the circle of price wars and function wars, and have never been able to enter the brand. Some people say that western sexiness focuses on parts. For example, the perfect shape of breasts or buttocks will make Westerners feel very sexy; while eastern sexiness is more focused on the whole. Women should be soft and flexible, exuding an attractive temperament , will make oriental people feel sexy.Catman underwear is an industry expert who knows this well.

Going back to ten years ago, cat people did not take the sexy route, but started with thermal underwear.At that time, its advertising slogan was "Don't be a penguin in winter".The brand invited Shu Qi to endorse. Shu Qi's standard figure, even wearing thermal underwear, makes people feel swayed, but it always seems that she is a bit overqualified.At the same time, when Maoren entered the underwear industry in 2001, the "price war" and "quality war" in the thermal underwear industry had already reduced the marginal profits of thermal underwear manufacturers.Is it going to launch a frontal attack on brands such as Nanjiren and Beibeirong, the industry leader, or to find another way in the underwear industry?Cat people chose the latter.Chairman You Lin updated the brand positioning to "fashion underwear", and later defined "sexy" as the core spirit of cat people.When attending the event, You Lin said that what cat people have to do is to tell consumers what "Chinese style sexiness" is.

Talking but not doing is not effective.The blockbuster dropped by the cat man is Xiao S, the fashionable hot mom.Maoren teamed up with former queens such as Faye Wong and Jacky Cheung, Au Xueer, a heavyweight director of music TV, and Chen Man, a cutting-edge female photographer, to create a hot and sexy pole solo dance for Xiao S.In this series of commercials, which Xiao S called "the largest" since her debut, the star mother is wearing tight underwear, wearing cool and heavy makeup, winding around a steel pipe, accompanied by rhythmic music. Twisting her waist: sometimes she shakes her head proudly, sometimes leans over and stretches her hips, sometimes crawls on the ground like a water snake, and sometimes walks close to the mirror.At the end of the commercial, Xiao S left behind all the men who were watching with enthusiasm, and left confidently. Then she looked back suddenly, with a vague smile on the corner of her mouth, and a soft kiss from her shiny lips.Not only is the body sexy, but even the expressions and eyes are all provoking the desire of the audience.Because of this, the advertisement was blocked by CCTV.But it’s a blessing in disguise. CCTV’s ban order aroused great interest from consumers. The click-through rate of catman ads on the Internet easily exceeded 10 million. Hunan TV Station and Zhejiang TV Station also gave green light to the ads.In fact, the underwear that Xiao S is wearing is not revealing at all, but she successfully conveyed the sexy secret with her smart body language and glamorous and seductive expressions.Many audiences like Xiao S's vivid performance very much, and more than half of the fans are women!Afterwards, when the reporter asked why Xiao S joined hands with Maoren, she did not forget to help the brand properly publicize: "The 3S principles proposed by Maoren - sexy (sexy), self (confidence), smart (intelligence), I am very happy I agree. I think this is the connotation that modern urban women must have.” Sexy, confident, intelligent, isn’t this the most important spiritual connotation of women’s underwear today?Cat people get it just right.

What is even more commendable is that it is a stroke of genius that the cat man chose Xiao S instead of other more well-known entertainment stars.Among the fans of Little S, there are also more women than men.They love Xiao S's true nature of daring to cry, laugh, love and hate.Looking back on Little S’s growth history, it seems like a legend of an ugly duckling turning into a white swan—when she just debuted, she had crooked teeth, dyed vulgar blonde hair, just like a silly little girl who couldn’t be found in the crowd Afterwards, she wore braces, but she was cheated by her boyfriend, but she was optimistic and still confident and loved to laugh after crying; , she co-hosted "I Guess I Guess I Guess Guess" with Wu Zongxian, and she was still the little girl who could only accept the call by the side of the big brother; but she never gave up the career of hosting, but in Concentrating on cultivating one's own ability, such accumulation got a complete explosion when Xiao S and Cai Kangyong hosted "Kangxi Is Coming" on the same stage. Xiao S's hot questions and outspoken jokes all made the audience feel like they were eating Chongqing hot pot It’s so addictive, the ratings of "Kangxi Is Coming" have been soaring in Taiwan and mainland China. At the same time, Xiao S’s fashion taste has become more and more outstanding, and her appearance on the red carpet is not inferior to big-name movie stars; but she has even more amazing , married a financial talent sweetly, and has two daughters after marriage, but her figure is still hot and her personality is still bold.This wonderful history of transformation makes all the women admire and envy, and it is also the reason why they fall in love with Xiaos.Catman's appointment of Xiao S fully conveyed the message that "women can become more and more sexy and more outstanding", which is indeed a successful move.

However, the cat people group still has room for improvement on the way to create the ideal self of women.We found that, apart from Xiao S’s series of pole dance advertisements, Maoren seems to have no other similar promotions to convey the brand’s Chinese-style sex appeal closely.Compared with Victoria's Secret's continuous new product advertisements and model catwalks throughout the year, is it true that the cat people are "going vigorously, then declining, and exhausting three times" on the road to the 3S doctrine?We choose to wait and see. In the Chinese underwear market, the top areas are occupied by European brands such as Lapel and Obard, and a set of underwear can cost thousands of yuan; the mid-to-high-end market is Germany's Triumph and Japan's Wacoal, which have decades of experience. In the world of historical foreign brands, Aimer is the only domestic brand that has gained a firm foothold in the mid-to-high-end segment.How did it swim upstream and succeed?

In 1993, Aimer was an absolutely technical company when it started.Its founder is a teacher of Beijing Iron and Steel Institute who masters memory alloy technology.By chance, he took over the troubled Beijing Huamei Fashion Factory.In this way, Aimer became one of the first generation of domestic brands that integrated technology into underwear.With good technology, Aimer had already gained a very high premium before 2000. At that time, the average price of domestic underwear was 10 yuan, while Aimer could reach 50 yuan.But there is still a considerable gap compared with foreign brands, and their cheapest products are not less than 200 yuan.With the emergence of other domestic mid-range brands such as Maniform and Sang Fulan, the situation of Aimu being attacked by enemies is becoming more and more severe.

Relying on technology to break through again?It seems unlikely.Triumph, Wacoal, etc. have decades of scientific background, not to mention purely handmade European brands.Confronting them directly technically, and admiring the seven-year-old are tantamount to hitting a stone with a pebble.Can it surprise you from other angles?In fact, as underwear is a woman's private item, excellent technology can guarantee its quality, but what really arouses consumers' desire to buy is the psychological suggestion of "XX brand underwear makes me feel good about myself".In order to complete the step of "touching women's hearts", Aimer started from two aspects of "consumer psychology and spokesperson", and gradually occupied a place in the hearts of female consumers.

When it comes to the main purchasing power of women's underwear, the transformation from the post-70s generation to the post-80s generation is gradually being completed. How is the ideal self-image of women born in the 80s different from those born in the 70s?This used to be a big problem that plagued Aimer. Three years ago, Aimer collected a lot of feedback about Aimer products not being young enough.This surprised the designers of Aimer. Over the years, Aimer has been trying to keep abreast of changes in consumers, but why does it still give people an old-fashioned feeling?In order to find the answer, Aimer requires employees to jump out of the underwear industry and fashion industry, and experience the ideal self of the post-80s generation from every detail of life.This decision led to a number of interesting discoveries.Yang Yan, Marketing Director of Aimer, is a post-70s who loves to drink coffee. Considering her income, 30 yuan a cup of Starbucks is not expensive, but she still feels reluctant to drink it every day.Therefore, many times, she will make a cup of instant coffee to satisfy her "coffee addiction".But she found that many post-80s would buy coffee machines and grind coffee beans at home to make coffee. This touched her a lot and made her understand the post-80s better. A generation unwilling to compromise on quality.And the shopping guide lady who admired also noticed that the warm lines that were often used in the past, such as "Believe me, I have been selling underwear for so many years, I can tell at a glance that this size is suitable for you, go back and wear it, and come back if you have any problems." Find me", in the eyes of the post-80s generation with strong self-awareness, it will be regarded as disrespect and even an invasion of privacy. The strong "doing my own way" complex in the hearts of women born in the 1980s has prompted Aimer to think more about their shopping experience from the perspective of consumers.For example, in the early days, the lights of Aimu stores must have been the brightest, and consumers could see the effect of "this is Aimu" at a glance, but today, Aimu pursues what kind of lighting makes consumers feel more comfortable , what kind of lighting is more suitable for consumers to try on clothes, so Aimer replaced all the high-power incandescent lamps in the store with soft yellow light.

When it comes to spokespersons, Aimu used to be a "high-minded school", and "not inviting celebrities to speak for it" used to be one of Aimu's "two non-one special" strategies.But women are emotional animals, and an excellent spokesperson is the best way to hit their emotional thinking. In 2009, Aimu complied with this, and invited Gong Li to be her image ambassador, and shot several series of beautiful posters for her.In the picture, Gong Li's thick black hair like seaweed is fluttering in the wind. She is wearing a tight-fitting evening dress of pure white, wine red, or lake blue. Her breasts are half exposed, tall and plump like an ancient Greek goddess sculpture.She looked into the distance quietly, with her red lips parted, as if she had a thousand words to say, but she was about to say something.The audience liked these posters very much, and they were treasured as classics in many picture bars.Someone even posted a post asking where to find the high-definition version of Gong Li's poster.Gong Li's sexy charm is really extraordinary.And her success in career is obvious to all. As the first mainland female artist to step onto the international stage, her acting skills have won numerous awards for herself. Cannes Film Festival, Venice Film Festival) have won personal awards of Chinese movie stars, in 2000 UNESCO awarded Gong Li the honorary title of "Promoting Peace Artist", and at this year's World Expo, the French ambassador to China awarded Gong Li And the highest honor of the Medal of Literature "Commander Order": These are enough to make Gong Li one of the most outstanding women in the Chinese world.

Sexy, many female stars can do it, but there are not many oriental women like Gong Li who are sexy and classical noble temperament.And her brilliance in artistic life has made her a role model envied by countless women.Aimer and Gong Li will undoubtedly make the brand image more distinct: it is to create the most perfect woman, which also fits the line of the poster "meet the best self". However, we feel that the advertising style designed by Aimer for Gong Li is a bit conservative. Although the person is beautiful and artistic, underwear is not directly shown in any posters. People who don’t know that Aimer is an underwear brand may think it is an evening dress. advertise.Why not learn from Victoria's Secret and show healthy sexiness directly through underwear?We believe that this is the only way for the transformation of domestic underwear spokesperson advertising.Another thing that worries us is that although Gong Li is still more beautiful than she was then, she still represents a bygone era. Is she the idol of the rising post-80s women?There are three lingerie product lines under Aimer. Among them, La Clover takes the high-end line, and the products are luxurious and noble, which fits the image of Gong Li very well; but the other Ai.mer has exquisite and fashionable styles, and Aimei is aimed at young girls. , the design is youthful and lively, it seems that it is not suitable for Gong Li to represent it.Therefore, Aimer may need to find another spokesperson for different product lines, so as to cater to the ideal self of the target consumer women of this product line, and then most accurately hit their soft dreams in their hearts.