Underwear chain operations, as a new channel to open up the model, gradually emerging in the underwear industry, underwear enterprises shouted this year to "underwear industry in the United States," temporarily lead to market turmoil. Throughout this stage, some underwear industry chain brand, some experts pointedly pointed out that these are not true sense of the chain, but in the form of close to the chain. What underwear chain management, in the future will not become a mainstream marketing model, after all, underwear industry can create a "GOME" super terminal. We try to find marketers in the industry for many years to discuss together in order to come up with a clear route to provide reference for the market. A large number of marketing professionals agree that in the future development, chain operations will be full of vitality and the source of motivation. However, there is still a long way to go in the middle, which can be said to be the way to explore to gradually improve and standardize chain operations. "The competition in the modern market is the competition in the channel network. Who owns the terminal network, and whoever has the capital to compete," said one economist, also states the status quo in an open competitive society. Indeed, the current business competition is the network of competition, who has a huge sales network, it will have a winning weapon in the market victory. Underwear channel model from agency, joining, self-employed to associates, has been seeking an effective way to open up the market, but all kinds of channel models have pros and cons, and as the competitive landscape changes, more and more Not meet the needs of market development. Specifically, the underwear sales model, previously go shopping malls and monopoly-based, this sales model, or because of the harsh conditions of shopping malls so that businesses overwhelmed, or because the store's single product, and can not support from the shop Fees, therefore, these channels of operation in today's underwear industry has gradually lost his advantage. In such a competitive environment, the need for a new marketing model underwear for brand operation, therefore, underwear chain, can be said that came into being. It as a new sales format, causing a strong market response. From the marketing concept to analyze, chain management is to adhere to the consumer as the center through a unified commodity, a unified price, unified service, a wide range of distribution in a timely manner to maximize customer satisfaction required mode of operation. This sales to the advantages of resources to reduce the cost of goods sold at the best price to consumers, with fast, cheap and convenient features, can be highly concentrated product information, to bring consumer spending enjoyment. The underwear chain, is in a terminal store, brought together a large number of underwear brands, rich product lines, such as home wear, bras, swimsuits, seamless underwear, body underwear, underwear and other conventional, to meet consumer demand. In addition, the scale of operation, to reduce operating costs, which low-cost to attract consumers. At this point, underwear chain mode of operation in the United States and the country's marketing model is similar, but the underwear market, there is no comparable to the United States for the time being the terminal giants. However, at this stage in the lingerie market, many enterprises in the exploration of this model of channel construction, despite the tortuous path of exploration, but we still see the hope. Such as Beijing love, with like , Shanghai's ancient and modern. They are pioneering a marketing innovation. With the development of the market, it gradually confirms the feasibility of this road. Therefore, we are optimistic that underwear chain in the future, will be a mainstream marketing model. The face of this new marketing model, as an underwear business, exactly what attitude to look at this new marketing model. In this regard, Beijing than to praise Zhang Yi Shang, general manager, said the underwear brand channel construction, the future to go franchisee, which is the development trend of underwear channels! In this regard, a marketing director for underwear chain business model made in-depth Analysis, he believes that underwear in the franchise has the following advantages. Rich product lines, the effective formation of complementary brands Underwear have done know that the original underwear business because of a single product line, in particular, bathing suits, thermal underwear, etc., are seasonal products, if relying solely on such products, it is difficult to support a terminal store, therefore, such sales Products are often done for six months, rest for six months, for operators, the investment is relatively large, but the sales season is short, but also to make profits shorter time. Although in order to change the status quo, all underwear companies are lengthening the product line, with bras, underwear, seamless underwear, body underwear and other long-term products to enrich the image of the terminal. However, at present, consumers are not loyal to the consumption of underwear products, their brand loyalty, the purchase of a large randomness. Therefore, there are still drawbacks. The use of chain sales model, the multi-brand, rich product line to make up, but also enhance the chain's profitability. Franchise image of unity, can form a certain sense of scale effect. The image of the chain stores appear in the brand, all over the country with a unified image of the store, advertising is also highly uniform, which for the image of the chain stores provide a favorable condition, therefore, in the store image driven, Focus on resource advantages, can create economies of scale. Advanced management awareness and scientific logistics and distribution system Peak season because they can not get the goods, and make profits lower; poor sales season, because of the backlog of goods, resulting in a lot of inventory, working capital turnover caused difficulties, this is the store's problems at this stage. If the chain mode of operation, in the procurement, the use of centralized procurement and scientific logistics and distribution, to ensure that the goods in place. In general, if the chain mode of operation, will set up their own logistics and distribution center, which will completely change the peak season can not get the goods, therefore, to ensure the steady development of the terminal. Franchise favorable policies and plans for the implementation The appearance of the chain form breaks the previous waste of resources, disorderly and destructive competition situation. Instead, it uses a sales platform to assemble various brands and integrate resources to concentrate superior resources to capture the market. Such a planned, unified and intensive mode of operation, on the one hand can reduce the cost of operation, so that product prices have a competitive advantage. On the other hand, a highly unified management can also maximize brand image with the least amount of resources. Of course, any kind of marketing model is not perfect. As a chain, there are advantages, there are some problems in the specific operation. In this regard, a marketing director said that the current chain management there is the difficulty of management; require a large number of market managers to maintain and enhance the chain's business, resulting in high operating costs; some second-tier brands are not willing to put their own brand Into the chain stores! So difficult in the organization of supply is not small; there is no strong brand support, logistics and distribution requirements, inventory pressure and other issues, these problems will seriously restrict the development of chain operations system. Therefore, to solve these existing problems, Beijing, in the opinion of General Manager Zhang Zixian, said: First, advanced computer management, accurate and complete information analysis system should be established. Secondly, the corporate structure and management mechanism should be improved. The third is to set up a professional team At the same time need to be equipped with professional buyers. As the chain is now the main problem, because the current underwear chain are doing its own brand, there are few stores that can attract other brands to join. In this regard, a marketing director also deeply agree, he said, because the second-tier brands have formed its own sales network, into the chain stores will affect the original network structure! And lingerie to join the shop can not make an independent image for him. This is the buyer needs to solve the problem, first, buyers want to find some regional brands, such brand product quality is better, but limited to the company's various factors are not fully developed, it can be said is the support of boudoir unknown . In this way, buyers to discover these resources for mining, for chain stores and brands, are a win-win cooperation. Brands provide goods, and sales to the chain, save the middle part of the operation, you can concentrate on product development and production. The chain stores these resources to enrich the store's product line. Second, the buyer can talk to the manufacturer directly to buy the operating rights of the region, access to exclusive business, can boost the product's profit margins. Underwear chain, as a new operating mode in recent years, its strong terminal competitive advantage, are gradually accepted by various enterprises. However, the operating environments of enterprises are different. Therefore, they also need to be flexibly applied. In order to promote the chain management mode with the actual operation of enterprises, new vitality can be rejuvenated and enterprises can find a way of rapid market development. In addition, as the underwear industry chain model, has its uniqueness, not every business is suitable, only the distinction, but not blindly applied, for businesses, for the chain marketing model, will be a new change. 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