Zhi Ling'S Sister Is Also Difficult To Save The Situation.

Urban beauty is the first Chinese underwear brand, but it has been released.

Alarm.

The reason is attributed to the slowdown in China's economic development, the impact of micro businesses and rising operating costs.

Before that, the urban beauty has been developing rapidly by the way of "open shop and self built electricity supplier", but now it has exposed the short board.

"City beauty mode" short board exposure

"Other stores, his shop" was once a description of the market development of urban beauty. It once grew at a rate of one thousand per year and saw a negative growth in 2016.

In the first half of 2016, 238 stores were closed.

Compared with the first half of 2015, 649 urban beauty shops.

There are no more than 3000 brands and manufacturers in the underwear market.

According to the data given by urban beauty, the market share of retail sales in 2015 also accounted for only 3.3% of the total market share.

Marketing expert Lu Shengzhen analyzed that the beauty inventory period around 2013 was about 72.3 days, and in 2014 it had increased to 85.2 days. In 2015, the number of days of inventory turnover in urban beauty dropped to 78 days.

But in 2016, the inventory cycle was on the rise again.

The longer the stock cycle will lead to an increase in the amount of capital, and at the same time reflect the unsalable products in the market. As a whole, the plate of urban beauty will increase again, but the market holding rate will decrease.

Compared to Ordifen, love and other brands choose mainstream department store super, urban beauty choose the take-off point is the three or four line city, county-level city stores.

The domestic mid market of domestic vacancies is making efforts. At present, the city beauty stores have been allocated to 330 prefecture level cities in China, and even penetrate into the more remote Township markets.

Marketing expert Xiao Mingchao believes that at present, the domestic economic structure pformation and consumption upgrading nodes, the mass products have been overcapacity and product surplus, and the middle and low end market has promoted sales and bidding as the decisive factor. The beauty will locate itself in the middle end market. Under the general trend of slowing economic growth, the relatively scarce high-end market will inevitably be affected more.

"City beauty" is mainly made of low and medium grade products, and the price is more popular with the grassroots market. However, the urban beauty has already passed the mature stage of development. The market share has become saturated in the three or four line market. In the first-line market, because of some limitations of the product itself, it is difficult to compete with the products in the middle and high-end market, such as adoration, Annie, Ttiumph, and Fang Li Fang.

Coupled with the continuous emergence of domestic underwear brands in the three or four tier market, the international underwear brand in the second tier market is targeting the Chinese market and competing to enter the Chinese market. The living space of the urban beauty is suppressed.

Lu Shengzhen said.

Since 2014, the electronic business channel of the city has been growing rapidly. In 2015, the electricity supplier increased by 1062.8% in the first half of 2015. In the first half of 2016, the sales of urban beauty online reached 165 million yuan, an increase of 122 million yuan over the same period last year, an increase of 281%.

The proportion of total turnover increased from 2% in the same period last year to 7.5%.

Li Chengdong, an e-commerce expert, thinks that although its growth rate is amazing, the proportion is still too small, and the online competitiveness is limited.

Unlike other underwear brands, they are attached to the third party.

Platform, urban beauty self built online platform, Li Chengdong told reporters that the brand self built electricity providers, subjective view of the operation more independent, but the actual operation will not be easier, there are high flow costs, low user retention rate, poor user stickiness, for smaller online brands, the cost of self built platform will increase.

For self built platform, Li Chengdong believes that "self strategy determines the status quo". Online shopping of young consumers is more accustomed to the three party comprehensive platform such as Taobao, Jingdong and vip.com. As a brand product, it should embrace the platform channel as much as possible.

The so-called "micro quotient"

The domestic underwear market has been developing rapidly in recent years. According to the data of Market Research Institute, British mint, the size of China's underwear market doubled to 18 billion US dollars in five years.

In the next year, the retail value of China's women's underwear market is expected to reach US $25 billion, which is two times that of the US market, and this figure will increase to 33 billion US dollars by 2020, according to ou.

According to the statistical data of urban beauty, micro business has occupied 10% share of the underwear market.

Urban beauty explains that "the rapid development of micro businesses during the first half of 2016 has also hit the mass market competitors". Although urban beauty claims that the impact of micro businesses is huge, urban beauty itself is also constantly increasing its development in the field of the industry, and is stepping into the micro business field.

In April 2016, the city beauty entered into a strategic cooperation agreement with Foshan Shi Kai Agel Ecommerce Ltd, and the two sides collaborate on the micro brand project.

"Urban beauty attributed the decline in performance to micro businesses, which means that new micro channels occupy more market share, and it is hard for them to get better development in this field."

Li Chengdong said.

In the first half of this year, the market has no trace no steel rim.

Demand is increasing, but the number of products sold through micro channels is increasing. The number of bra suppliers with no scar and no steel ring is relatively small. As a result, urban beauty is seriously lacking in such products, which has greatly affected their performance.

Lu Shengzhen said, "urban beauty focuses on the impact of micro businesses. This is supposed to be a judgement of urban beauty for the popular bra style, but this is only a level of performance decline, and technically speaking, the seamless bra with soft steel rim design can replace products without trace and no steel ring."

Lu Shengzhen believes that the current overcapacity of garment processing is a common phenomenon.

The problem of machining is easy to solve.

City beauty has been booming shop, processing mainly rely on Shantou and other places OEM.

Because in the low and middle end market, the premium is low, the lace of the product is open, scattered, the deformation of the cotton products, and some fabrics are the universal problems of underwear products.