Is The Women's Underwear Industry Coming To The Eve Of Change?

According to the world clothing shoes and hats net,

A classic passage of a male student has been widely circulated: "so much cloth is hundreds of dollars. If I go home, shall I cut it for you?"

Oh, why don't I go flying? Too young too naive! The whole world is going to sweat the love of this boy student. The more and more picky girls are so easily fooled.

Not only a piece of cloth can't fool, but also old and modern underwear, such as ancient and modern, admired, Ting Mei and so on.

It is also more and more difficult to satisfy the girls' aesthetic and freshness.

This has led many entrepreneurs to believe that Chinese women embark on the fast lane of consumption upgrading urgently need more comfortable and younger lingerie brands.

According to statistics, there are more than 130 million women in China at the age of 15-30.

So the story goes on.

Liu Xiaolu, a grandmother who wears underwear, runs out with NEIWAI, and CHEN Si Bei, the founder of ForDearMe for young girls, enters the office; BerryMelon has come to the former executives who have been responsible for Victoria's and COACH's design work to do a big job; the main high-end high-end Dare One and sports underwear are running into loli.

For a time, the underwear industry has the trend of "letting flowers bloom".

But losers are also in the minority.

Wang Si, a 90 year old girl, founded the underwear brand rhinoceros in May 2015. However, she left the field after overcoming the plagiarism crisis, the supply chain crisis and the development of various marketing channels in logo.

"The Internet of all traditional industries needs deep insight into the industry itself."

Wang Si summed up this failed business experience for a small table.

Obviously, her founding team that includes code farming, consulting and real estate is not enough to support her entrepreneurial dream.

The answer seems simple but not so simple.

"This is an industry that is highly dispersed and urgently needed to be integrated."

NEIWAI's investors and Kai Fu capital often explain why they love underwear.

According to the "2016-2022 years' in-depth research and future forecast report of China's underwear industry" issued by Chi Yan research, there are tens of thousands of underwear manufacturers in China. The most famous ones are limited brands such as urban beauty, ancient and modern, admiration, and man's fines.

These years,

It has always been the leader of China's underwear sales market. Its market share has been more than second to fifth total, but this data is only 4.9% (data from the Market Research Report of global growth consulting firm Frost&Sullivan2013). What's more embarrassing is that in 2016, this figure dropped to 3.2%.

In contrast, foreign countries accounted for 19% of the market share of the United States, and the British underwear brand Marks&Spencer (Martha) occupied 20.8% of the country's market. In Japan, Wacoal (Wacoal) accounted for 17.8% of the national market share.

Chinese high-end brands, such as love, ancient and modern, and many other high-end brands, account for about 10% of the market share.

The low market share is not horrible. What's frightening is that these so-called brands are only left behind in the early stage of the industry, depending on the channel expansion and the frenzied "brush face". As for the underwear and ancient and modern underwear, what's the difference between ancient and modern underwear and Manifen? Probably no one can answer it.

"In the past, it was pushing a car with a row of bras, and then along with the development of the economy, they moved these things to the shops on the street. The cost increased and the prices increased, but functionally, they were still solving the problem of rigid demand."

In the underwear industry for many years, BerryMelon co founder Jenny so commented.

For those who have grown up after 85 and 90, emphasizing the rigid demand of practicality is not their main demand for underwear. No matter whether they rely on the urban beauty who thrive on more than 8000 street shops or go into the old and modern love of large business super, they have become the brand of "mother's age".

"It looks too old-fashioned."

85 after the girl He Xiaohe told the small table, as a friend circle of atypical white Fu Mei (average monthly consumption of 2~3 million), He Xiaohe in the domestic high-end brand tried on a circle, finally chose to buy on behalf of the way to do loyal users.

Zhang Ergou, a documentary director who wants to develop the clothing business, has been a fan of CK for many years. His reasons are a little rough. There are few kinds and few options. "CK is considered advanced."

"But CK can't do it now. I don't know what to change."

She added later.

Zhang Ergou had tried Wei Ming, and finally, because of the comfort level, was at the bottom of the box. When she traveled to Japan last year, she bought a pile of Japanese underwear.

No wonder foreign brands account for 60% of China's underwear market share.

"Compared to the growth rate after 85 and post-90s, the growth rate of China's underwear industry is slow."

Jenny thinks.

On the other hand, compared with the developed countries such as Europe and the United States, China's underwear consumption also shows a trend of "primary stage of socialism".

Data show that the consumption of underwear for French women is 1 billion 700 million euros (about 13 billion 200 million yuan), accounting for 22% of clothing consumption; British women have 112 euros per year (about 871 yuan) per person spent on underwear, while China's population is 20 times larger than that of Britain, France and other countries. The annual expenditure of only 20 billion yuan is spent on underwear consumption, with an average of only 30 yuan per woman, accounting for only 5% of clothing consumption.

The good news for entrepreneurs is that women are investing more and more in underwear under the stimulation of the concept of "her economy" and "being happy with themselves".

"The annual sales of underwear in China are over 100 billion, and are growing at an annual rate of nearly 20%."

"2016-2022 years China underwear industry in-depth research and future prospects forecast report" is shown.

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The phenomenon of decentralization, low-end and homogenization of underwear market in China has once made underwear a low threshold industry.

Although entrepreneurs are busy now, they want to adapt to the trend of consumption upgrading and make a good underwear with good looks.

"There will be about 30 processes in the process of cloth pretreatment."

Wang Si, the founder of rhinoceros, told the little table.

When she was preparing to start her own business, she spent more than a month in the factory. The intuitive feeling was "not complicated and can be done". When she really got started, Wang Sicai discovered the fame.

For every underwear, workers should spend two weeks or so to familiarize themselves with the production process, mould cups, cotton cloth, shoulder straps, strapping (sewing cloth stitch), back buckle, lace...

Any mistake in one link will affect the whole effect.

In this cycle, workers can produce only 100 underwear a week, which is no wonder that start-up companies have ordered hundreds of orders, and most factories are reluctant to pick up. Workers earn piecework wages. They are familiar with the process and have finished their work.

And looking back, every raw material comes from different suppliers. Can we focus on coordinating many vendors to become another hard job in the underwear industry? Therefore, Chen Sibei regards supply chain management as a competitive barrier for ForDearMe.

"The quantity of the upstream fabric is too large, and the order of the downstream manufacturers will be particularly high, which may exceed the needs of the start-up companies. If the upstream fabric suppliers can help part of the fabric to be digested, the downstream quantity can be adjusted accordingly."

Chen Sibei told the little table.

In Wang's story, the order quantity of the first-line fabric manufacturer is 1000 meters, and about 5000 underwear can be made. According to the sales volume of Miss rhino at that time, it takes about half a year to digest 5000 underwear, and the resulting inventory cost becomes the biggest burden at that time.

"Besides, the traditional industry is quite friendly."

Wang Si went on to say that he could not enter the mainstream underwear circles, and the chance to contact with the first line suppliers was very small.

Jenny does not exist at the end of the supply chain troubles. Most of the suppliers will sell her face more or less for COACH and Wei for many years. But the difference between Chinese women and foreign women's breasts is that she needs to re collect data to develop underwear suitable for Chinese women.

"Where should be elastic, where to shoot, where to play, how to choose the outer layer, how to choose the outer layer, how to support the G cup with only one layer of lace?" BerryMelon is now playing the single layer lace underwear for the big breasted women, which makes Jenny spend more than 6 months to design the product.

"They still have to be big and strong."

Reflecting on the reasons for the failure, Wang Si doubts that Chinese women's cognition of underwear is still in the "feudal society" which is ignorant and backward. This is the beginning of their heart, which makes Chinese women deviate from underwear and comfortable underwear.

But in Jenny's view, this view is biased. "At the consumer level, you have to find the most accurate people."

BerryMelon experience shop in Guanghua Road SOHO3 period, although people need to pick up the door, but Jenny optimistic about the consumption potential of the surrounding urban white-collar women.

"Otherwise, I have studied abroad, or else I am a little petty bourgeoisie. I like to travel to Europe, and I reward myself with nothing."

Jenny so describes its target customers.

Therefore, BerryMelon is based on French underwear and the unit price is above 1500 yuan.

Functionally, please yourself and please others.

While ForDearMe is the flagship underwear for girls, the unit price is about 200.

Chen Sibei said.

The reason for choosing this subdivision is that in the eyes of Chen Sibei, young girls have always been a neglected group, "what they buy from their mother and buy a smaller one for their daughter."

But after 95 and 00, these children who are growing up with the fashion economy have long been different from the past. They have their own clear aspirations.

Data show that the market size of lingerie has increased from 13 billion 100 million in 2009 to 29 billion in 2015, with an increase of 20%.

In fact, girls' underwear is not the only opportunity. The market size of maternity underwear, children's underwear and sports underwear is more than ten billion in every subdivision area, but no one in any field has a well-known national brand.

Strangely enough, capital investment in this track is very prudent. Apart from NEIWAI, metamorphosis boxes and ForDearMe, few companies have invested in this market.

"No outstanding team has ever been found."

Castle Peak capital, a major investor, tells the small table.

In the view of Yan Hui, an analyst at Van Zhuo capital, most domestic companies only focus on design, especially over the concept of no steel ring. Ignoring the additional services of products is the reason for investors to wander outside the industry. "Some also provide additional services, such as customization, tying, etc., but it is not feeling how to run out."

"Underwear brand needs to be boiled out one by one."

Chang Xin concludes.

Although Liu Xiaolu is the main reason why Kai Fu capital is optimistic about NEIWAI, Chang Xin believes that the return of the underwear industry is not urgent. "Long time design, quality and concept will eventually become a loyal consumer brand."

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