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Hengyuanxiang "Fu Tiger" in Beijing Hurong sales to double
Hengyuanxiang's "Fu Tiger" brand has been making waves in the Chinese underwear market, particularly in Beijing, Shanghai, and Chengdu. Despite the cold air sweeping through the country and the traditional winter clothing industry facing a tough season, Hengyuanxiang has managed to achieve remarkable success. While many brands struggled with declining sales and empty stores, Hengyuanxiang saw a 30% increase in sales during the early days of winter. In some cities, the brand even recorded consecutive weeks of over 100% growth, marking a strong start to the winter season.
This performance has sparked reflections within the industry. In recent years, the underwear market has been flooded with trendy concepts—fashionable, health-focused, and even martial arts-themed products. However, these trends have left consumers confused and exhausted. Hengyuanxiang, on the other hand, chose a more straightforward approach: focusing on quality, simplicity, and practicality. Their "essential" line may not be flashy, but it delivers warmth and comfort, which is exactly what people need.
The Chinese underwear industry is at a critical turning point. As an important part of the garment sector, it has experienced rapid growth, with annual sales exceeding 100 billion yuan. On average, each woman buys about three sets of underwear per year, yet actual consumption remains far below this level. With the rise of fast fashion and increasing competition, the market is becoming more saturated. Price wars, unclear branding, and short-sighted business strategies are causing problems for small and medium-sized enterprises.
Experts argue that the biggest challenge for the industry is brand building. Many companies try to create a big name by investing heavily in advertising, but without solid product quality or innovation, these efforts often fail. Hengyuanxiang, however, has taken a different path. By focusing on brand culture and consistent quality, they have built a loyal customer base. This approach serves as a model for others in the industry.
As the market continues to evolve, only those who can balance creativity with substance will survive and thrive. The future of the underwear industry depends on more than just flashy marketing—it requires a deep understanding of consumer needs and a commitment to long-term value.