Focus On The Development Trend And Marketing Guidance Of Thermal Underwear Category In 2022
Tmicx tmall underwear x tmall super category day x Chenyue science and Technology Co released, this report focuses on the category of thermal underwear, by exploring the category development trend and analyzing the product development context, to provide corresponding guidance for marketing.
From a macro perspective, the whole textile and garment industry will upgrade around the application of intelligent manufacturing and material innovation. Focusing on the category of thermal underwear, it will gradually grow with the development of underwear industry, and show three more obvious trends: the evolution of wearing scene, the upgrading of category consumption and the remodeling of competition pattern.
From the development process of thermal underwear, its trend is gradually extended to multi scene and wear diversification direction.
For the overall trend of the three categories, the following suggestions are made:
The four key groups of clothing strategy in thermal underwear category are: trend group, quality life, public utility and high-level fashion; Among them, practical and trendy people are the main buyers of thermal underwear, and there is still a lot of room for penetration of quality life and high-level fashion.
For the trend of shopping crowd, the following suggestions are made:
Category use scenarios: Travel / business trip, daily commuting and home are the most important use scenarios. Businesses need to enrich product use scenarios and pay attention to the integration of scenes in visual presentation and grass planting content.
The development trend of goods will be carried out from three dimensions: material trend, style design trend and subdivision track trend. The innovation of materials is the driving force for the progress of clothing industry, and the thermal underwear industry has better control on its innovation direction. The innovation of thermal insulation materials such as air permeability / strong moisture absorption / high elasticity is the main development direction.
In the trend of material and fabric, the material trend is embodied in acrylic fiber, silk, wool and polyester fiber. The fabric trend is embodied in knitted fabric, seamless fabric, fleece and heat fiber.
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