Underwear Industry Can Not Sell Online Market Is Still Very Large.

Although the per capita expenditure of personal clothing is only about half of that of the European and American countries, the industry is growing at an overall stage. However, the annual growth rate of over two digits per capita is more than 30%. The per capita consumption frequency of women's underwear market is increasing year by year, indicating that consumption habits are gradually developing.

With the near saturation of the offline channels in the second and second tier areas, the uncertainty and risk of female underwear industry store construction is increasing. Meanwhile, the online underwear market has maintained steady growth.

The media shouted that the women's underwear industry was "suddenly unable to sell"; others attributed the problem to the economic downturn, and the shyness women could only abandon underwear, which was updated more frequently than clothing.

However, the media released "

The consumer trend report (hereinafter referred to as the "report") is based on Alibaba data showing that the lingerie industry is still in the bonus stage of development.

In fact, in 2014, he lost profits.

The report shows that in 2014, there were 2317 outlets under the line, while in 2015 the scale of the channel was still flat, and the focus of the development was on the electricity supplier.

Leading enterprises have been pformed into electricity suppliers, so that the women's underwear industry is entering a fine stage of development.

The report attributed the development trend of women's underwear industry to three points:

Integration and functional differentiation.

According to the change of crowd structure, the younger generation has become the trend of the underwear industry, and young consumers have more and more demand for the scene matching of underwear.

Comparatively speaking, the consumption of middle-aged women pays more attention to the function of underwear modeling.

Popular.

The online market represented by Taobao Tmall has been growing steadily since 2011 to 2015.

Including the two female underwear listed companies of an Li Fang and Hui Jie group, in 2015, they slowed down the construction of offline channels and shifted the focus of development to online e-commerce channels.

In the 2014 annual report, Fang Li Fang showed that the size of the channel under 2015 was flat, while that of the Hui Jie group decreased by three digits.

And the urban beauty has broadened the channel of three or four lines after listing.

According to the report, similar to the electricity market, the online female underwear market also showed a trend of younger users. The number of people under the age of 28 increased from 29% in 2013 to 41% in 2015.

From the perspective of the whole market, with the diversification and individuation trend of consumer demand, market competition is becoming more and more intense. The proportion of the top 50 of the public brands has decreased significantly.

The whole market meets the diversified and personalized needs of consumers through differentiated brand strategy.

The women's underwear industry is still in the development bonus stage. The main driving force of the industry growth comes from the emerging channel of e-commerce and the gradually mature consumption habits of users, which has also brought about structural changes in the context of rapid growth of the industry.

The consumption of lingerie presents the characteristics of branding, high-end, refinement, diversification and individuation, which result in the upgrading of consumption and the change of structure.