Winter has just arrived, and while the season may not be a major driver for the underwear industry, Hengyuanxiang has managed to achieve a 30% sales growth. In cities like Beijing, Shanghai, and Chengdu, the "Fu Tiger" line of undergarments has seen consecutive weeks of over 100% sales increases, marking a strong start to the winter underwear battle. Amidst an ongoing transformation in the industry, this success seems to signal a return to simplicity and practicality.
Wang Yuanbin, general manager of Hengyuanxiang Garment Company, stated that the brand could potentially double its sales in 2009. “We didn’t focus on flashy concepts or fancy packaging. Instead, we concentrated on strengthening our brand culture and improving product quality,†he said.
This approach has sparked reflection within the industry. In recent years, there have been countless marketing campaigns centered around body image, fashion, and health benefits—concepts that often left consumers confused. However, Hengyuanxiang's emphasis on practicality and comfort has resonated with people, offering a refreshing alternative to the noise of the market.
**Deep Inflection Point in the Underwear Industry:**
**Brand Missing**
As an essential part of the garment industry, the underwear sector has experienced rapid growth, with annual growth rates reaching as high as 20%. With an average of three sets of underwear purchased per person annually, Chinese women buy over 600 million pairs each year. Yet, despite this potential, many consumers still fall short of this level of consumption. As a fast-moving consumer good, the market is expected to reach over 500 billion yuan in sales within the next five years.
However, the industry appears to be in a state of stagnation, with limited signs of real market boom. The entry of more knitted underwear brands and the expansion of other apparel lines into the market have led to oversaturation. This has resulted in price confusion, conceptual wars, and short-sighted business strategies, leading to the closure of many small and medium-sized enterprises.
Experts argue that one of the biggest challenges in the industry is the lack of strong branding. Many companies try to build their brand through expensive advertising campaigns, hiring consultants, and large-scale promotions. While some see short-term visibility, these efforts often fail to create lasting brand value due to poor product quality, lack of innovation, and weak customer service.
**Hengyuanxiang Reclaims the "Warmth" of Underwear**
The "five-one" cycle—low entry barriers, concept-driven products, celebrity endorsements, heavy advertising, and aggressive discounts—has long hindered the healthy development of the industry. This predatory marketing model allowed some brands to rise quickly, only to fade just as fast.
Over time, the constant use of new concepts has led to confusion among consumers. Many brands struggled to stand out, and even those with solid products and ideas found it difficult to connect with customers. Consumers were unsure what they truly needed—weight-loss features, nanofiber technology, or seamless designs?
In response, many consumers are now opting for natural materials like cotton, hemp, and wool. Experts recommend choosing natural fibers for undergarments, as they are more comfortable and safer for direct skin contact.
Underwear should not only be functional but also reflect human care. Hengyuanxiang has successfully balanced soft and hard power. In 2008, it became a partner of the Chinese Olympic Committee, featuring the Olympic logo on its products. It also invested heavily in public welfare projects, such as the nationwide "Constant Love Action," which was praised as a successful example of social marketing.
Additionally, the brand has collaborated with foreign research institutes to explore the "Five Senses" experience, allowing consumers to engage with the brand in unique ways. These initiatives have enriched the brand’s identity and deepened its connection with customers.
Currently, Hengyuanxiang is focusing on traditional Chinese folk culture. Its "Fu Tiger to Send Auspicious" campaign, launched in early December 2009, spread across more than 20 provinces. During the event, consumers could receive free undergarments by presenting their ID cards at designated locations. Given the tradition of wearing red during the Lunar New Year, this initiative is expected to bring significant business opportunities for the brand.
Circular Knitted Fusible Interlining
Woven bonded lining is a kind of lining coated with hot melt adhesive, which is one of the auxiliary materials often used in fabric production. The bonded interlining is attached to the back of the fabric after heating and pressing. When the fabric needs to express clarity and thickness, it can be reflected by adding the bonded interlining, or when the fabric is too soft and slippery to operate, adding the bonded interlining can make the fabric flexible. Woven adhesive interlining is often used in the main body or important position of the work, and also has soft and hard points, which need to be selected as appropriate.
Material: Polyester, washable, dry cleaning, glue on one side, more elastic
Color: White, black optional
Use: Suitable for elastic fabric, especially elastic knitted fabric for many!
Usage: First, the side with glue and the back of the fabric overlap, and then adjust the appropriate temperature with the iron, press the interlining, so that the glue on the interlining is heated and melted and tightly stuck on the back of the fabric. Be careful not to let steam out of the iron when gluing the interlining.
Temperature: 125-145℃
Pressure: 1.5-2.5Kg/cm2
Circular Knitted Fusible Interlining,Fabric Interlining,Polyester Interlining,Lining And Interlining Fabric
TAIZHOU GAOXIN NONWOVENS CO.,LTD , https://www.cntz-nonwovens.com