Winter has just arrived, and while the season typically brings a slowdown to many industries, the undergarment market has seen an unexpected surge. Hengyuanxiang, a well-known name in the Chinese undergarment sector, reported a 30% sales increase this season. In cities like Beijing, Shanghai, and Chengdu, the "Fu Tiger" line of undergarments has been selling at record-breaking rates, with some stores seeing over 100% growth in sales. This strong start signals a new wave of demand for practical, high-quality undergarments, offering a refreshing contrast to the flashy trends that have dominated the industry in recent years.
Wang Yuanbin, the general manager of Hengyuanxiang Garment Company, shared his vision for the coming year. He stated that the company is aiming for double-digit sales growth in 2009. “We haven’t focused on gimmicks or extravagant packaging,†he said. “Instead, we’ve concentrated on building brand culture and improving product quality.â€
This approach has sparked reflection within the industry. Over the past few years, the undergarment market has been flooded with various concepts—body shaping, fashion, and health care—leading to consumer confusion. But Hengyuanxiang’s simple, no-frills strategy has resonated with buyers, emphasizing comfort and practicality rather than hype.
**The Underwear Industry Faces a Deep Transformation**
The undergarment sector, once a minor part of the garment industry, has grown rapidly in recent years, with annual growth rates exceeding 20%. With per capita consumption of three sets of underwear per year, China’s women alone purchase over 600 million sets annually. However, despite the potential, the market still lacks a clear direction.
As more brands enter the space and existing companies expand their product lines, competition has intensified. The market is now saturated, leading to price wars, concept-driven marketing, and short-term strategies that fail to build long-term brand loyalty. Many small and medium-sized enterprises are struggling, and experts argue that weak branding is a major obstacle.
Hengyuanxiang and other regional brands have set a new standard by focusing on brand identity. While many companies invest heavily in advertising and external consultants, the true success lies in consistent quality, innovation, and customer service. A brand built on hype without substance may gain visibility quickly, but it rarely lasts.
**Hengyuanxiang Reclaims the "Warmth" of Underwear**
For years, the undergarment industry has been plagued by low barriers to entry, with companies relying on catchy slogans, celebrity endorsements, and aggressive discounts to attract customers. This "predatory" model led to rapid growth followed by quick decline. As concepts became overused, many brands faded before they could truly connect with consumers.
Consumers today are more discerning. They are seeking comfort, safety, and natural materials. Experts advise that undergarments should be made from breathable, skin-friendly fabrics like cotton, hemp, and wool. Synthetic fibers, while cheaper, often lack the necessary breathability and comfort.
Underwear is not just functional—it can also reflect human care and attention. Hengyuanxiang has mastered this balance. Their strategy combines soft power and hard business practices. In 2008, they became a partner of the Chinese Olympic Committee, featuring their logo on official uniforms. They also invested in public welfare initiatives, such as the "Constant Love Action" campaign, which was widely praised as a successful example of social marketing.
In addition, Hengyuanxiang collaborates with international research institutions to explore sensory experiences, allowing consumers to engage with the brand in new ways. These efforts have enriched the brand's image and strengthened its connection with customers.
Now, Hengyuanxiang is tapping into traditional Chinese culture. Their December 2009 campaign, "Fu Tiger Brings Auspiciousness," was launched across more than 20 provinces. Consumers could receive free undergarments by presenting their ID cards. This initiative aligns with the Chinese tradition of wearing red during the Lunar New Year, potentially boosting sales significantly.
Single Dot Fusible Interlining
China's leading manufacturer and supplier of single point adhesive interlining, adhesive interlining, we specialize in interlining and interface, point fuse interlining and so on. Adhesive lining is a lining coated with hot melt adhesive, which is one of the accessories often used in fabric production. The adhesive lining is attached to the back of the fabric after being heated and pressed. When the fabric needs to express stiffness and thickness, it can be reflected by adding a fusible lining, or when the fabric is too soft and slippery to be handled, adding a fusible lining can make the fabric change. be obedient.
The main uses are: medical non-woven materials; Non-woven materials for clothing; Non-woven materials for daily life; Industrial non-woven materials; Non-woven materials for agriculture; Non-woven materials for national defense, etc.
1. Medical materials
2. Filter materials
3. geosynthetic materials do not use geosynthetic materials Use geosynthetic materials
4. Car materials
5, shoes and hats imitation leather material
Single Dot Fusible Interlining,Fusible Interlining,Interlining And Interfacing,Dot Fuse Interlining
TAIZHOU GAOXIN NONWOVENS CO.,LTD , https://www.cntz-nonwovens.com