Analysis Of Jingdong Women'S Bra And Men'S Underwear Products In The First Half Of The Year

According to the world clothing shoes and hats net, recently,

The Institute of data announced women's bra and men.

Commodity data for the first half of 2015-2017 years.

Data show that Jingdong underwear category sales increased significantly, higher consumption maturity.

1, online underwear economy continues to grow at a high level and users spend more money.

In the first half of 2017, women's bra sales increased by 66% over the first half of 2016.

In the first half of 2017, sales of men's underwear increased by 59% over the first half of 2016.

More and more women are striving for external beauty, and they are absolutely "incompatible".

As the "closest" commodity to consumers, the trend of underwear consumption upgrading is obvious.

From the unit price and the unit price, we can clearly see that the threshold of the user's choice of underwear has been promoted, which highlights the willingness to pay for comfort.

In 2017, the price of women's bra increased by 6% over the same period last year, and more and more customers chose to buy bigger brands.

A bra with a higher price.

2, women began to enhance their underwear requirements after they were 26 years old.

The 26-35 year old woman is the main customer group buying the bra on Jingdong platform, accounting for more than 40%, followed by 36-45 year old women, accounting for 27%, and 16-24 year old women account for 25%.

At this stage, women have higher requirements for bra's functionality and comfort, and they also have certain pursuit of design and facial value.

The proportion of female users in the higher age group increased with the increase of the cup size. In order to effectively prevent chest shape, sagging and external expansion, young women began to consciously care for and care for chest health.

All bra sales data from the Jingdong platform show that the proportion of women in the B cup is the highest in the country, more than 60%, followed by the A cup (19%) and the C cup (15%), and the D cup and above account for about 5% of the users.

Geographically, in addition to Guangdong, Jiangsu, Zhejiang, Beijing, Sichuan and other large online shopping centers, users who purchase bra from Jingdong platforms also come from Shandong, Hubei, Hunan, Henan and Shanghai.

The highest proportion of users who buy F bra bra is Xinjiang, Shanxi, Inner Mongolia, Qinghai and Chongqing.

The highest proportion of users who buy E bra bra is Jilin, Hainan, Heilongjiang, Chongqing and Yunnan.

The highest proportion of users who buy D bra bra is Xinjiang, Tibet, Inner Mongolia, Beijing and Sichuan.

Apart from water and soil conservation, some of these Midwest provinces may have fewer channels for buying larger cup bras, no matter how attractive the styles or styles are. Therefore, they have promoted the online shopping of larger bra bra users.

3, bra is the most intimate female friend and the most beautiful accessory.

When a functional commodity is given more non rigid tasks, its value is upgraded.

Underwear is the best example.

Female consumers regard underwear as an element of fashion and collocation, and attach importance to its design, fabric and shape.

To shape, we need to be liberated.

In recent years, the attention of female users to chest health has been increasing, which indicates the popularity of underwear without steel rings.

In the bra sales of Jingdong platform, the sales of bra without steel ring accounted for 70%, which effectively reduced the constraint on the chest and obtained certain comfort at the same time.

Hidden sexy.

On fabrics, nylon is the most mainstream material, and the sales volume of nylon material is more than 61%, because the material is not suitable for deformation, smooth and easy to match, and it has become the first choice for many underwear manufacturers.

Sales volume second is lace fabric, sales account for 14%, lace material bra modeling is sexy and beautiful, many women have no resistance to lace material.

Back and cleavage, more choice of cleavage.

In bra style, the U bra shows a sexy perfect back, while the V bra shows a charming cleavage.

Among Jingdong bra users, the sales of V bra were better than that of the Jingdong, with a sales volume of 58% and a U bra sales account for about 42%.

Judging from the style, the 3/4 cup is still the mainstream of the bra, sales accounted for 79%, followed by the whole cup, sales accounted for 15%; 1/2 cup, 5/8 cup and so on, there is also a small market.

4, choose comfortable, functional needs clear.

From the functional point of view, the underwear function that users most value is still gathered. The sales volume of all kinds of underwear is up to 20%, followed by adjustment (17%), upper bracket (10%) and side collection (10%), which can effectively improve problems such as sagging of the chest, accessory milk and external expansion.

The age of underwear buying group is concentrated at 26-45 years old. Women in this age group are more interested in shaping and hope to be more upright.

From the user's subjective needs, in 2017, the key search terms of TOP5 in search of bra era were: no steel ring bra, gathered bra, girl bra, sports bra, bra bra.

It can be seen that when users choose bra, the need for comfort and functionality is very clear.

Secondly, the users also pay more attention to the material of the bra, and the number of times for the search of glossy bra and thin bra.

From the brand, urban beauty has a higher rate of active reference among users, followed by adoration, Meni, ancient and modern, Xia Wa show and so on.

Eggs: Men's underwear, farewell to Logo

Men's underwear also embodies the same characteristics.

The men have said goodbye to the fashion of "low waist jeans exposing a side with Logo underwear", turning to a more introverted and low-key design.

Jingdong big data show that although pure underwear is still the most popular underwear for men, sales account for more than 6, but the underwear also attracts different consumers.

Generally, stripes, letters and cartoons are the most popular colors in men's underwear.

Geographically, when men across the country are chasing the streak trend, Beijing's men love the alphabet alone, and sales account for the first place in the panties.

Men in Hunan have a special liking for Polka Dot underwear, squeezing the cartoon into third of flower color sales, and also a kind of honey juice aesthetics.

Shanghai men bring their own groom, and the sales of their underwear are ranked third, second only to stripes and letters.

More interesting reports, please pay attention to the world clothing shoes and hats net.