Underwear Brand: New Underwear Brand Has Become The Leading Role

Recently, in the "white paper on Chinese women's underwear" jointly released by urban beauties, there are more than 200 categories of female underwear.

This also means that it is extremely difficult to accurately match the supply and demand sides.

In fact, the development of three-dimensional female underwear in the mainland is less than 40 years.

The end of the era of traditional underwear

In 1975, Zheng Mintai made the first three-dimensional female underwear in China, named anlifang, by cutting the fabric with a bread machine and using a self-made mold. In 1987, an Lifang underwear began to enter the mainland market, the first stop came to Shenzhen.

At that time, Zhang Rongming was just assigned to be a teacher in Shougang University. Besides teaching, Zhang Rongming also does some scientific research. Super elastic memory alloy bra base is the research and development achievements in 1991. In 1993, based on this research and development, the underwear brand amo was officially born in Beijing.

A few years later, in 1996, in Shantou, Lin Shengzhi and Lin Shengjiang established manifen Garment Co., Ltd., specializing in the production of underwear, which is now Huijie shares.

At this time, more and more people have noticed the opportunity of underwear market. In 1998, Zheng Yaonan, a young man from Fujian Province who had been a security guard and opened a cosmetics store, set up a company called city beauty.

A year later, Zhou Feng, the boss of weight-loss food business, aimed at the functional underwear market and started the women's underwear business.

Since then, it is mainly in the domestic market share of underwear.

In 2014, urban beauty became the "first underwear stock" on the market. Since then, Huijie shares, an Lifang, amo have also been listed in the capital market.

Traditional underwear brands have gained a lot in this underwear war. But the elephant is not good to turn around, when the market changes, the traditional underwear brand also ushered in the "dark moment".

Since 2017, underwear giants Aimu, Huijie, anlifang and urban beauty have all experienced a slow growth in business income and a decline in net profit. From 2017 to 2019, Amoy's net profit decreased from 556 million yuan to 334 million yuan, down nearly 40%.

As early as 2016 after the listing of the city beauty, both revenue and profit declined. In this regard, the city beauty explained that the demand for traceless rimless brassiere has increased greatly, and wechat businesses can quickly respond to and seize this opportunity at the supply and marketing level. However, due to the lack of technical suppliers who have the ability to produce traceless rimless brassieres, and the product supply of the agent industry and commerce is also affected by the wechat business, the sales of such products are seriously lacking, which greatly affects the sales.

Behind the loss of traditional underwear giants is that the underwear market is setting off a new round of war, and this time the new underwear brand has become the leading role.

No size underwear, new underwear brand

Some emerging underwear brands began to emerge in 2012 and after, but the real wave is in 2020.

Under the influence of multiple factors, such as the release of women's demand for their own pleasure, and the explosive growth of live delivery with goods in the epidemic and post epidemic era, women's demand for underwear products began to change from gathering function to comfort, and the endless underwear market rose rapidly.

At this time, the main brand of underwear without size and steel ring just poked into women's "Xinba".

Founded in 2016, ubras focuses on no size and uses a single item to meet the clothing needs of most women, breaking the pain point of "inaccurate size and no return" in online underwear sales. With the blessing of the general environment, with a set of marketing combination of "KOL planting grass + anchor carrying goods + star endorsement", it quickly and firmly occupied the user's mind, and the brand revenue soared from 170 million yuan in 2019 to 1.5 billion yuan in 2020.

Jiaonei of positioning somatosensory technology company was also established in 2016. Starting from the highly innovative and label free underwear, jiaonei adheres to the route of "24-hour body feeling" to improve the physical feeling experience of consumers.

Inside and outside the main non steel ring, emphasis on comfort, function and aesthetic balance, in the underwear market quickly circle powder.

A number of new and cutting-edge brands have broken the past "rimmed underwear" design, and overtake on the curve without steel ring and size, and finally achieved the catch-up. According to public information, the top five brands of tmall double 11 underwear sales list in 2019 are Antarctica, UNIQLO, Hengyuanxiang, manifen and Maoren, all of which are traditional underwear brands. It can be seen that steel ring underwear was still the mainstream of the market at that time.

But by 2020, ubras and jiaonei have already ranked No.1 or No.2, which really set off the trend of no size underwear.

Since then, both new and old brands have joined the no size underwear war.

In 2016, the old brand of lingerie will be launched in the urban steel circle in March, 2016.

The performance of new brand is even better. According to the enterprise survey data, in 2020 alone, new underwear brands such as milk sugar pie, Suji liangpin, ubras, jiaonei and Maia active have successively obtained financing of millions, tens of millions and even hundreds of millions of yuan. In July 2021, both domestic and overseas announced that it had completed the d-round financing of US $100 million.

In this year's 618 tmall underwear category sales list, the new underwear brands still take the lead, and the top three brands are jiaonei, ubras and youkeshu, which are all new underwear brands.

In a few years, the traditional giants have changed their ownership in just a few years. In the final analysis, new and cutting-edge brands have met the real needs of the underwear market, while the design of traditional brands has been quietly out of date, but they don't know it.

New and old brands fight, win or lose is still uncertain

Does this mean that the future is the world of new underwear brands?

not always.

No size underwear in essence does not realize real size freedom, it is still only a standard for a certain group of people. On tmall, ubras has no size underwear label, and the regular version is suitable for 100-130 kg / a-c cup; The same is true for underwear of a tree. The size is marked as one size (A-C cup / 90-130 Jin).

(screenshot of ubras tmall flagship store)

With the popularity of no size underwear, it is easy to think that it is suitable for everyone, but in fact, it is not friendly for women with large sizes, and the demand for large underwear is still not met.

According to public information, the market demand for large underwear is large enough, but the design of related products has not been paid attention to. Until these years, large underwear subdivision track only gradually appeared players. In 2015, the fudge pie, which focuses on the large bra, was established. The fudge school has gained a lot of attention on the Internet and is regarded as a blessing by many women with large sizes. But in the capital market, non-standard segment racetrack players such as milk candy pie are not popular. The founder once said frankly that the initial venture financing was very difficult, and it was very difficult to get 1.8 million startup funds.

In addition, there is a lot of controversy in the industry whether the size less underwear is conducive to the development of women's breasts.

In order to "meet" the needs of consumers and solve their pain points, the professionalism of bra itself has been abandoned to a certain extent. Capital's excessive pursuit of size less underwear will only make it difficult for consumers to clearly understand their true underwear, and in the long run, it will affect women's understanding of breast health.

From the point of view of the brand size, it seems that there is no way for them to become a sharp brand in this stage. In the future, the test may be who can continue to develop more underwear products suitable for different women. Whoever can achieve subversion will become the next winner, even if it is subverting himself.

From the catch-up of traditional underwear brands, it is true.

Some people in the industry have pointed out that new underwear brands do not have core products, and the developed rimless underwear products emphasize comfort, strong substitutability and low loyalty. "When they lack a core product with a high buyback rate, like all Internet brands, they are most likely to make a sale, but how long it can last takes time to verify."

This is also one of the reasons why uberas are moving closer to UNIQLO's model. Increasing the product structure may lead to a more healthy and stable business model.

The traditional underwear brands have fallen behind in the underwear renewal iteration, but the supply chain ability and offline channel ability accumulated over decades are still their valuable assets. As mentioned by shangyinshe, in the face of the challenge of the afterwave, there is no steel ring, no size or label. As long as the traditional brands react and develop a new production line to follow up the new products, it is only energy and effort to sprinkle water. Relying on the advantages of the supply chain, it can still achieve lower prices, and still has the advantages of old-fashioned craftsmen.