Dongguan women heart underwear Industrial Co., Ltd.   

At present, underwear brands depend on department stores, or rely on the channels of agents. The direct consequence of this channel dependence is the serious control of brands on the channels, and the loss of the right to speak. The sidelined of such control rights or the right to speak directly leads to brand constraints, such as marketing strategy or just a small promotional activity, which makes the tension of brands unable to be launched. Therefore, the contention of channel control right or discourse right has become a focus topic in the industry, and has become a marketing difficulty of many brands. Unfortunately, there are few brands that can hardly do this. Therefore, control of channels and terminals will inevitably be an unavoidable issue in brand development.

Second, product trends, we know that in underwear industry, there is a very embarrassing fact that branded brands, or other brands such as home clothes and underwear, are hard to really support the operation of an independent shop. This has led to a unique phenomenon in the clothing industry: underwear stores are popular. The lingerie store is exactly a full range, all category of a condensed version of lingerie department store. However, the quality of brand display is influenced by many subjective or objective factors. When these underwear terminal stores become scarce resources, the marketing efforts of all brands are concentrated on the shelves of the small square shops, which is undoubtedly very embarrassing for the brand.

Third, the fundamental reason for the rise of the self run strategy lies in the inevitable choice for the brand to strengthen its control over the channel after the whole series of products and all kinds of products are launched. The control of the channel is a manifestation of the comprehensive strength of the brand, and the sidelined of the channel control right of the underwear brand is just an objective fact of the comprehensive strength of the underwear brand. Therefore, the strategy of self - operation is to choose the brand in the context of strengthening channel control. Self run strategy will undoubtedly bring new development to brand development. Product development, promotional activities, brand communication and so on will be comprehensive in the self operated channel, and also enable brand marketers to reach consumers at a distance, rather than relying on the cold data of the reports to make decisions.

第四、终端下沉，我们知道，目前的大多数内衣的品牌市场运作都是围绕省级代理或区域代理而展开，服务好这些代理商成为品牌营销工作的全部，但由于目前的在各个区域的稍有实力的代理商，无不是早期从批发档口甚至地摊发展起来的，这些代理商虽然有着精打细算、锱铢必较的商人品格，但受制于自身的思维等等各方面的局限，直至今日，他们依然保留着浓厚的夫妻档的作风，没有团队、没有品牌运营的规划、没有健全的服务体系，与厂家沟通的唯一出发点就是索取支持——-虽然这种状况不是全部但谁都不能否认这是主流；因此，厂家与终端、与消费者就永远隔着代理商这层”窗户纸”，而市场的发展却要求厂家要直接面对终端、面对消费者，终端下沉成为品牌再也无法回避的一个问题；

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