A Study on the Characteristics and Driving Factors of the Value Driven Chinese Consumer Brands

This article uses a single case study method to focus on the Chinese domestic underwear brands NEIWAI, explores its core brand value, reveals the basic characteristics and underlying driving forces of the formation of its value driven positioning strategy.Research found that firstly, the value driven branding NEIWAI, applies a consumer's self pleasing attitude rather than pleasing others attitude in terms of the body shape attitude, secondly, it advocates view from product to lifestyle, and then employs the advertising spokespersons that perfectly match brand values.These three characteristics collectively become the main characteristics of value driven branding NEIWAI.Besides, research reveals the underlying driving factors behind the formation of brand NEIWAI, namely the rising female consciousness, founder's ideas, and insights into consumer needs