Why China's underwear industry experienced three revolutionary underwear color

There are thousands of words to choose from to create a unique brand name, but there are only a few colors to choose from. There are 5 basic colors (red, orange, yellow, green, blue), plus neutral, unmarked colors (black, white, gray). Create a brand, it is best to find your own symbol color, and insist on using it. Like to see the red, think of Coca-Cola; see the blue, think of the same Pepsi. For color choices, it is best to stick with one of the five basic colors, rather than being in between or mixed. But what kind of color should be used? Due to the short wavelength of light, red, orange, yellow light waves longer, full of energy, exciting; blue and green, on the contrary, blue is peaceful and peaceful, green is close to the blue. Due to the properties of the underwear industry itself, we think that underwear is more suitable for the use of longer warm colors of light waves; because the blue is a cool color, it does not match with the home feeling, so it leads the brand to be criticized by its peers. In fact, not only this one brand, brand building in the entire underwear industry, for color, are not enough attention. Many underwear companies have ignored the importance of color for underwear. Because, for the lingerie target consumer group --- middle-aged and young consumers, the color is that they are excited, sensual, crazy element. The importance of color to underwear brand building Experiments show that consumers of different personalities and ages have different preferences for color, and color is the most important factor that consumers decide whether to buy or not. The study found that in a pink environment, 60 consumers consume 100 consumers, accounting for 55% of the total amount; 35 people consume in the red environment, accounting for 42% of the total amount; 39 people consume in purple and green, Accounting for 49% of the total amount; 42 persons in the white account for 50% of the total amount; 35 persons in the blue and yellow account for 36% and 32% of the total amount respectively; and 18 for the coffee least, 18% 19%. In a colorful environment, unexpectedly, 78 people made the purchase and the transaction amount is as high as 80% of the total amount. It is because of the importance of the discovery of color for brand building and product sales. In recent years, many international brands have invariably played color cards, such as Epson, Kodak, Canon, and Nippon Paint. Nippon is the vanguard of color marketing. This one in the field of coatings to maintain the strength of the world's color and culture of the banner of the company's mandate, more hope that their products create a colorful world. Many market selling points of Nippon products are the centers of multicolour color culture that focus on more colors, more options, more freedom to create pop colors, and so forth. What we do behind this is to take such a diversified and individualistic Color culture concept into the corporate R & D, manufacturing, distribution, service the entire process. Nippon established a number of color design centers around the world, Nippon Paint CCM personality color center is famous. In addition, Nippon also held more than 150 non-commercial seminars on topics ranging from urban, architectural and paint colors, colorful cities, city-to-color interaction and more. Therefore, Nippon Paint said: The added value of good color products can be increased by 15% to 30% without increasing the cost. More research shows that when people choose a product, there is a 7-second law: in the face of an array of products, people only need 7 seconds to determine whether they are interested in these products. Among the short but crucial seven seconds, the effect of color reached 67%. In fact, regardless of playing the color card, color plays an increasingly important role in our life. Color is not only one of the direct elements of the outside world, but also the most basic language of design. In terms of forming people's image and taste, A very important role, but also has some social and psychological significance. People who know underwear know that when consumers are buying underwear, there are two very obvious features: The first feature is the appearance of heavy products rather than heavy brand. The psychological motivation of consumers to buy underwear products is to beautify the home environment, comfortable, feel good; and housing decoration style, layout match; Therefore, the product features such as color and color patterns become the most important purchase factor. Also in the purchase, only 2% of consumers are concerned about the brand of underwear products purchased, this is because consumers are underwear brand awareness is too low reason. Thus, the color of the underwear in the purchase behavior, has become even as important as the purchase of a brand factor. The second characteristic, the terminal atmosphere is essential: 49% of consumers, that is, nearly half of consumers through their own shopping site to observe the decision to buy or not; the terminal atmosphere, one of the most important elements, Is the color. Langsha color marketing strategy six In summary, the color is the key element in underwear brand building, we can not but attach great importance. Langsha in the underwear industry first proposed color marketing, and put forward six specific color marketing strategy. First, the rich connotation of the brand centered on colorful life. Lang Sha believes that the color of the world is full of life, no color home is gloomy. As an advocate of color culture, Langsha through the color so that consumers release their own personality, Langsha put forward the concept of color rhyme, the use of color to the extreme. Langsha leads the trend of color culture, is bound to the perfect blend of art and design and life, it will undoubtedly become the exclusive custom of Chinese families, Langsha will provide today's Chinese consumers beautify the living room, a tool to adjust the mood. Second, invest heavily to build a complete industrial supply chain, create 18 color processes Langsha underwear Co., Ltd. is a collection of cotton cultivation, raw cotton acquisition and processing, spinning, weaving, fabric design, fabric development and production of underwear products, sales In one of the complete industrial chain underwear business. In most other companies rely solely on OEM production, Langsha underwear but underwear industry has a unique and complete supply chain, so Langsha has the strength to create an 18 color chain, from cotton planting, selection of raw cotton, spinning, Weaving, fabric design printing and dyeing, finished product production of the entire chain color control technology, and ultimately ensure that the Langsha underwear products more beautiful colors, richer flower pattern, the touch of three more soft features. It is because of this complete color chain process, so Langsha people proudly call it Langsha chain. Third, the color design of the main elements of the product strategy Langsha product design focus on the color of the colorful, with a reasonable color; in the choice of product design, the color is bloom as a standard, so as to embody a cheerful, Exquisite, dynamic modern life. Fourth, shaping the brand image of Langsha underwear color experts; Langsha to become a real color experts, must have greater breakthroughs in color technology and innovation, develop their own core competitiveness, completely beyond the competition. To this end, Langsha will invest in color printing and dyeing underwear in order to master the core technology of color for the next few years task. Fifth, the application of color marketing terminal store to create an atmosphere in the store design, make full use of the combination of colorful lights and lights effect, to create a modern and stylish brand style. Sixth, Langsha company will implement the sinking work channels to ensure that all franchise salesperson has become a color consultant, at stores, salesperson at any time for consumers to start a small color training. Of course, to be a lingerie color expert, Lang Sha still has a lot of work to do. However, a prototype underwear industry experts have begun to emerge, and maybe one day we will see: in the underwear industry will be the next Nippon Paint, the next Canon, the next Kodak or the next Epson, that is Said that underwear industry is about to appear a color experts.