The Secret Of "Beauty" Of Urban Beauty: Parity Underwear Positioning

The urban beauty who positioned the parity underwear market is more like * the "pig on the draught" than the other garment segmentation industry.

On the one hand, it is the rise of the overall underwear consumption market: according to Frost&Sullivan, a consultancy, in 2014, the consumption of China's underwear market was as high as 20 billion dollars, and this year's expected growth rate is around 18%.

On the other hand, this is this.

Highly dispersed, the market has more than 3000 brands and manufacturers, there is no single dominant situation.

According to the data given by urban beauty, the market share of retail sales in 2014 accounted for only 2.9% of the total market share.

Against this background, the price of the product is 80-300 yuan, and the rate of increase is only 2.5 times -3 times.

It has chosen a mass market with "small profits but quick turnover" and rapid rise.

Citing industry reports, 2009-2013 years ago, China

The total sales revenue increased from 113 billion 700 million yuan to 194 billion 400 million yuan, equivalent to a compound annual growth rate of 14.4% over the same period.

Among them, compared with the low-end or high-end market, the middle end mass market has higher growth potential, occupying more than 50% of the market share.

China's local underwear industry has long been on the scale.

This industry is clustered, including Shantou, Guangdong, Fujian, Shenzhen, Shanghai, South China, Zhongshan, Siu Lam, Shenzhen Gongming, Zhejiang Yiwu and so on.

Therefore, becoming a "pig on the draught" is only the foundation.

Why is urban beauty taking the lead?

According to his own founder Zheng Yaonan's own summary, there are four points: first, the mode of OEM, two is joint research and development, three is the rapid reaction of the market, and four is the information system.

Confined to space, we only focus on one of its major features -- the establishment of flat channel mode.