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Russia Yearns For Southeast Asian Underwear Market

2008/11/21 11:19:00 18

The Russians were longing for the low-grade underwear of Southeast Asian countries, the Baltic States (Lithuania, Latvia, Estonia). European underwear manufacturers immediately followed this land.

In the mid 90s of last century, brands such as Lormar, Comet and Lieey were often seen in shops.

At present, the capacity of the Russian underwear market is hard to calculate accurately. Most experts believe that because of the unclear or contradictory data of underwear products from Southeast Asia, Turkey and CIS countries, the approximate value can only be obtained between 17.5-50 billion dollars, and different experts do not agree on the classification of underwear.

Many foreign companies are interested in the Russian market every year. Nowadays, the products of Europe, North America, South America and Asian countries can be seen in stores. Domestic manufacturers are also making efforts to increase production, such as lntri (origin Moscow), "dense Li Conglin" (Moscow), "watch stand" (St Petersburg), Palmetta (Yekaterinburg of origin) and so on.

Russian brands are at low price.

The high price ($250-300) underwear includes Christian, Lacroix, Cotton, Clab, Dolce&Gabbana, NinaRicci and Moschino. The underwear at this price has the whole Russian marketing system. The characteristic of this high price market is that the number of customers is limited, the purchasing power is strong and stable, the brand and fashion trend is emphasized, and the dealer's Commission comes from many brand factories.

Medium price (about 180 U.S. dollars) underwear, Dim, Triumph, Felina, etc., 120 dollars of the mid price underwear has PierreCardin, Lieleive, WomenSecret, LiseCharmel, BluEnigmaAntinea, distribution of these two price underwear has franchise stores, supermarkets, large department store franchise counters.

100 dollars, medium and low price underwear is produced by the Baltic coastal countries, such as Lauma, Rosme, and some Italy brands such as Cotonella, Sielei and so on, Belarus's "lovely weaving" brand.

Underwear less than $50 is a non brand name product. It has products from Southeast Asia, Turkey and Belarus, as well as Russian domestic products, with an average price of around 1000 roubles.

In the past, the income of residents was low, and the demand of customers mostly focused on low price underwear. Now the income has increased. Customers pay more attention to underwear at medium price, and have no ability to satisfy their high-end demand.

However, customers generally only pay attention to underwear at medium price, but they do not have much affection for their manufacturers.

According to the survey of various agents, "lovable" brand underwear is the most popular underwear in Moscow, St Petersburg or in Russia, not because of the loyalty of consumers to brand, but because it is the cheapest in the market.

In middle and low price underwear, consumers seldom pay attention to fashion trends. They don't care much about the style this year, or last year. The main reason for buying is that old clothes are worn out and they need to be replaced.

Russia buys 35% underwear customers every quarter, accounting for 37%.

25-34 year old young women are most active in buying underwear. They spend 17% of their clothing expenses on clothing for an average of 150-200 dollars per year.

Consumers demand for underwear: the most people who require good body shape, account for 81%, followed by quality, 76%, and 55% of the underwear ingredients.

Buying motivation: 50% of the women who want to buy underwear, 26% of those who have to replace old underwear, 10% of those who just buy or do not know the business.

厂商最好的营销策略是，不时更新内衣品种。

Better use of the Internet to expand product publicity.

Among the brand regulations that are often familiar to customers, Masu Ichi and two new varieties.

Most of the successful Underwear Companies in Russia are engaged in wholesale business at the initial stage. They have their own sales channels, and gradually adapt to the needs of customers for retail products through wholesalers. When they arrive, they are positioned accurately, and at the same time establish their own retail department.

Although each brand product will have a separate sales channel, but which brand of products can not satisfy all customers' requirements, therefore, different brands can be combined and sold together to complement each other.

The most popular city in Russia is still the capital of Moscow. More than 70% of the underwear sales are concentrated here. There are 15 national and foreign brand underwears here. There are more than 400 stores selling underwear, including online stores and non online stores.

There is no depression in other big city business centers after the boom in Moscow.

Because of the fierce competition in the underwear market in Moscow, some manufacturers are using the Internet to develop wholesalers in other regions. Consumers in these areas are slow to accept fashion, which helps local dealers to estimate the market ahead of time and prepare products that are marketable.

For a vast country like Russia, the Internet is good for customers' purchase, not only with many underwear styles, but also models, clothes and display products, as well as shopping advisory services.