Sports Underwear Business Is Really That Good?

Under the stimulation of "waistline", "A4 waist" and "bikini bridge", more and more women joined the army of fitness, and also directly led to the movement. Underwear Demand. When big brand The idea of hitting the girl's chest with the new company is necessary. Do we need to know that sports underwear business is really that good?

Ren Zhiqiang, a real estate bigwigs, has had such a quotation: underwear is so large that it costs hundreds of yuan, which is much more expensive than flat.

The logic of this sentence does not seem to be able to scrutiny, but it does reflect the truth that fluttering underwear may be the equipment that women are most willing to invest in.

Recently, Chinese women who have been seriously stimulated by "waistline", "A4 waist" and "bikini bridge" have joined the army of fitness. Their enthusiasm has also directly led to the demand for sports underwear.

More than one piece of cloth is so simple.

"If you want to work well, you must first use your tools." this is the reason why some female consumers are buying sports underwear in an interview.

Xue Lijuan, 25, has already worn fifty or sixty sports underwear, but she still clearly remembered the first thing he bought when he traveled to Taiwan. Nike Brand sports underwear, "after wearing special professional feel that they are sports people."

Xue Lijuan's classmates, who are also fitness enthusiasts, say that Yu Yongbo's sexy underwear is one of the driving forces of her fitness. "The purpose of sports is to make oneself beautiful, choose a nice underwear, every time you look in the mirror, you will be inspired."

During exercise, the impact and friction of women's chest are much higher than normal, so they need the protection of sports underwear.

In fact, the psychological incentive that sports underwear brings to women is a secondary reason. Its biggest role is to help women resist gravity. Xue Lijuan, a sports underwear fan and founder of the sports underwear brand "Fit Shirley", said that the impact of women's chest in sports is much higher than that of daily activities.

University of Portsmouth has such a study: women run 1 miles (1609 meters), and the distance from the chest up and down is 135 meters. When you run 1 miles, your chest also runs across the 1/3 playground. Relatively speaking, the big sister's mobile distance is further away, which is a "sweet burden".

The female's chest is located on the pectoralis major, mainly composed of fat, mammary glands and connective tissue. Any vigorous exercise in the chest will make these ligament tissues stretched and tightened. Like a spring, if the stretching exceeds its elastic range, the elasticity will lose a lot. The result of the injury of the ligamentum is the relaxation or sagging of the chest.

In addition, during exercise, the growth time and high frequency of contact between chest and clothing are also common. Moreover, people sweat a lot when they exercise. The heat and sweat are concentrated in the semi enclosed space surrounded by the chest and underwear, which is quite uncomfortable.

It can be seen that exercise brings light weight to women, but it also brings "unbearable weight" to women's breasts. Therefore, a sports underwear with good value and good function can be called the Savior of the beauty loving women.

Blue ocean in underwear market

Xue Lijuan is so obsessed with sports underwear that she will even take the triathlon's boyfriend to "peep" the female's breasts and see if their underwear is properly dressed. "No way, just like it!" she said with a smile.

The long-term observation experience made Xue Lijuan realize that Chinese women are still very backward in the concept of sports underwear. "I observed that girls with sports sense wear 3/5 of sports underwear, while those wearing them wear half the right underwear."

Liu Yupeng, co-founder of the original underwear brand "rhinoceros Miss", also said that many Chinese women do not wear sports underwear when they exercise. Liu Yupeng, who has lived in the United States for 14 years, said that almost all fitness women in the United States would wear sports underwear, and they would buy underwear such as Nike and Andemar (Under Armour, hereinafter referred to as "UA").

Many female users interviewed also indicated that they did not wear professional sports underwear when they were in early sports. They often went running in plain underwear. The jolting and running in each day really made them miserable.

High quality underwear is a necessary equipment for women's sports.

Besides, the price of sports underwear that Chinese women consumers can accept is not too high. Consumer Yu Yongbo said he had more than ten sports underwear, and the unit price did not exceed 180 yuan, the average price was around 130 yuan. Graduate student reading, she said, at present, she will not pay special price to buy sports underwear.

The "Miss rhinoceros" conducted a market survey on prices before producing sporting underwear. The results showed that most of the 25-30 year old target consumers could receive psychological price of 200-300 yuan. Occasionally, some people indicated that they could accept 600-700 yuan of sports clothing, but it was very rare.

At present, the main sports underwear brands in China are quite different in price. The price of foreign brands is obviously higher. According to the price of online shopping mall, the price range of Nike's sports underwear is 159-449 yuan, mostly in the range of 200 to 400 yuan; the price range of Adidas is 139-529 yuan; the price of UA is slightly higher than that of Nike and Adi, and it is between 349-549 yuan.

The sports underwear of UA has been pursued by more and more young consumers because of its excellent performance, but the price of UA underwear is also directly proportional to the quality.

While sports underwear professional brands such as Moving Comfort and Shock Absorber enjoy a high reputation in the industry, they do not set up direct stores in China. There are only a few online official shops and a large number of Taobao purchasing agents. The price is also between 300-400 yuan, and the price of individual brands is up to 700-800 yuan.

The price of domestic brands is generally close to the acceptable price range of the audience, which is more than 100-200 yuan. Many non brand Taobao equipment stores can sell as low as a few dozen yuan. The price of the "rhinoceros lady" interviewed is 328 yuan, which is considered a high price product.

In Ren Zhiqiang's theory, hundreds of Yuan's underwear seems to be a luxury. In fact, sports underwear is a high consumable, and the cleaning frequency of sports underwear is much higher than that of ordinary underwear, and the pulling and pulling in cleaning will reduce the function of sports underwear.

During the interview with reporters, the salesmen of several sports brands indicated that they should change a sports underwear every 3 months according to the frequency of 3-4 times a week's exercise. Most consumers' behavior characteristics are consistent with this figure. In summer, they often exercise and sweat a lot, and in less than three months they will eliminate one underwear.

The characteristics of high consumables determine that many consumers will not spend a lot of money on sports underwear.

Cherry trees are hard to grow.

In the eyes of insiders, small sports underwear is a very imaginative stage.

According to the data, the output value of China's sports underwear industry is 800 million yuan in 2014. According to the report of the sports fitness industry association, the industrial value of American sports underwear in 2014 years is 289 million dollars. Compared with more than 300 million of the United States and more than 1 billion 400 million of China's population, no more economic minded people know the market potential of Chinese sports underwear.

As a person who has stepped into the field of underwear business, Xue Lijuan and Liu Yupeng all say that the industry threshold of sports underwear is really high.

In Xue Lijuan's view, sports underwear is a cross industry, between sports goods and clothing. A simple understanding of sports major or a mere understanding of the clothing profession can not ensure that good products are made. Good sports underwear requires high professional and resource requirements for the founders and teams.

Wang Si, founder and CEO of "rhinoceros", describes the development process of a sports undergarment, which is very complicated: identifying target groups -- Market Research -- confirming functional requirements -- Surface Design -- surface accessories selection -- proofing -- Testing and testing -- modifying the pattern and re proofing -- repeat the first two steps -- directly reaching the indicators of shockproof and comfort for all kinds of high-intensity sports -- sending them to professional institutions for quality inspection -- production of large goods.

Liu Yupeng, COO of the company, said that because of the needs of parcels, the fabric of sports underwear is more than that of ordinary underwear, and the fabrics require higher permeability, tensile strength and strength. Such simple fabrics as pure cotton will directly lead to "suffocation" of the chest. In addition, the gaskets in underwear should also be noted for ventilation. Ordinary sponge can not meet this requirement. A sports underwear is usually made up of several fabrics to meet the special needs of different parts. And the methods and processes are very complex, and the labor cost is higher.

Xue Lijuan's distress is relatively early. Her product is in the experimental stage. Some friends familiar with Xue Lijuan are trying.

Xue Lijuan said that doing sports underwear is like producing sports shoes. The capital investment required to open the mold is very high. If we don't carry out large-scale production, we will lose money. At present, Xue Lijuan has not yet received any investment from angel wheels. She said she would not rush into production if the amount of funds and consumers could not be guaranteed.

Xue Lijuan emphasized that a responsible sports underwear brand is not simply a good sport underwear, it is essential for consumers to understand, guide and after-sale services.

Different types of chest, different sizes and different types of sports correspond to different sports underwear. And one thousand women have one thousand requirements for sports underwear. Even big brands like Nike and UA can't satisfy each other perfectly.

In 2016, Nike launched a sports underwear measurement system. Consumers can enter their underwear size by choosing the support that often participates in the sense of motion, and get the underwear recommended after the system analysis. Shock Absorber also has similar online tools. The emergence of online shopping guidance provides many convenience for female consumers with difficulty.

Nike's new sports underwear measurement system this year can help consumers select their underwear by size and movement type.

At present, some sports underwear brands including "Miss rhinoceros" are all under the underwear consultant, including the measurement of size, the detection of chest shape, product trial, data collection, etc. But the manpower and material costs of such services seem a bit heavy for an entrepreneurial company. Liu Yupeng said that the service scope of underwear consultants might not expand too much.

Everyone is optimistic about the market of sports underwear, but it is hard to judge the future. What can be expected is that if we want to seize the chests of girls, we must love, be professional, have a sense of service, have a craftsman spirit, and have money, and all kinds of elements are indispensable.