Capital To Make Money "Chest Device"! Let Fosun And Jingdong Move Around The Billion Market.

Fosun, a veteran investment group, recently announced its formal acquisition of Austria's top underwear brand Wolford after becoming a city beauty and buying Italy luxury underwear brand La Perla last year.

There are indications that the war around women's underwear has been ignited.

How much money do women hide in their underwear?

According to the international forecast, China's female underwear market turnover will reach 25 billion US dollars in 2017, two times that of the United States, and it is expected to reach 33 billion US dollars in 2020.

In 2017, the secret of Vitoria moved the great show to China.

Subsequently, China's underwear industry rookie is also not to be outdone, continue to disclose the latest financing: original underwear brand "Yi Yi underwear" completed 45 million yuan A round of financing; women's light luxury underwear brand "DARE ONE" completed 30 million yuan A round of financing; women's underwear Internet brand "NEIWAI" won 60 million yuan B+ round financing......

Behind the venture capital financing is also the capital's excitement.

Fosun, a veteran investment group, recently announced its formal acquisition of Austria's top underwear brand Wolford after becoming a city beauty and buying Italy luxury underwear brand La Perla last year.

There are indications that the war around women's underwear has been ignited.

The super 200 billion market lacks the "commander".

Underwear industry is regarded as a high growth industry by the industry.

Because the product has non periodic characteristics of rigid demand,

The potential is huge and gross profit rate is higher than the average clothing level, so it is decided that underwear is still a good business.

According to Euromonitor statistics, the size of China's underwear market will exceed 170 billion yuan in 2017.

According to Frost&Sullivan statistics, in 2013, the scale of China's generalized underwear market was 194 billion 400 million yuan, and the composite growth rate was 14.4%.

With all kinds of information sources, China's underwear market is now a large market of more than 200 billion.

But compared with western developed countries, the proportion of underwear consumption to clothing consumption in China is still limited.

For example, France is 22%, the annual consumption of French women for underwear is about 1 billion 700 million euros, while Chinese women spend about 20 billion yuan on underwear consumption, accounting for only 5% of clothing consumption.

Comparing the above data, we can see that the future market of Chinese underwear industry is huge.

China's underwear industry has been developing since the reform and opening up, but it has been growing for more than 30 years. According to brand positioning, it can be roughly divided into the following directions:

The first is the conventional underwear represented by "three guns" and "Yi Er Shuang".

Such underwear brands rely on high performance price ratio and channel sink to occupy the mass market.

By setting up product counters in almost all shopping malls in provinces, cities, counties, townships and towns, taking the route of popularization and serving the masses of working people in the society, they once occupied the main market of Chinese underwear.

But as competition intensifies, the conventional underwear is homogenized, and some head players have long sought pformation.

The two is the new concept underwear represented by the "South Pole" and "ting Mei".

Such underwear brands will focus mainly on the excavation and speculation of product concepts, such as "ting Mei", the main body, and the "South Pole".

But when the market returns to reason, the concept war is rapidly cooling down, and a large number of players exit.

The three is the fashion underwear represented by "love" and "urban beauty".

This kind of underwear brand has strong design and research ability, and displays the brand culture through the terminal.

Ordifen and AI started from a second tier city. The brand choices of urban beauty and Yi Manli from three or four line cities, through the establishment of single brand store and service upgrade, provided fashion and high frequency new fashion for Chinese women.

At present, the domestic underwear market is still scattered.

According to the statistics of Euromonitor in 2014, only ten of the underwear brands in China's market share accounted for 12.1%, and the lack of leading brands.

This has brewed opportunities for change for the birth of the new brand.

New underwear brands propped up after 90 and 00

With the advent of consumer escalation, the underwear market is quietly changing.

With the younger generation becoming the main consumer after 90 and 00, consumption concepts and needs are changing.

In the past, consumers were only concerned about fabric, price and other factors when choosing underwear products. Now they will also pay more attention to various factors such as color, fashion, consumption experience and so on.

At this point, emerging underwear brands sprang up like mushrooms, and they continued to get financing.

Looking at these new underwear brands, the new bud NewSeed (ID:pelink) has identified the following characteristics:

1, "no steel ring" is more popular.

In recent years, the attention of female users to chest health has been increasing. New concepts such as "no steel ring", "comfort" and "Minimalism" are popular among consumers.

The continuous progress of underwear technology, so that no steel ring underwear also has the shaping effect, and can greatly reduce the chest pressure, which all indicates the popularity of underwear without steel ring.

For example, underwear brand "NEIWAI inside and outside", the main without steel ring, wearing comfortable and zero sense of underwear products, and the design style "avenue to Jane", has been likened to the underwear industry "Muji"; "oxygen Bra" also the main comfort no steel ring underwear, by domestic and foreign buyers personally recommended after fitting.

2, the popularity of light luxury

The rapid development of China's economy and the growth of residents' income have spawned the demand for high-end underwear.

Consumers' demand for underwear has gradually risen to a high level of demand for attribution and emotional value. More and more attention has been paid to the humanistic care and brand value of underwear, and to pay attention to the experience of the consumption process.

DARE ONE, who once invited Fan Bingbing to do the promotion, is a lightweight luxury underwear and pajamas brand.

Imported silk is used in product selection.

The design is based on international aesthetic standards, combining fashion elements and brand elements to underwear, with a high price positioning.

3, category more subdivision

With the diversification concept being pursued by the market and new opportunities for underwear category, new subdivision categories such as girl underwear, big cup underwear and smart underwear have sprung up.

The metamorphosis box is a service brand from girls' underwear sets to girls' electricity providers. It is committed to ensuring the safety and fashion of girls' underwear from design and quality.

And student underwear; toffee pie is a large Cup underwear O2O platform; "one underwear" part of the business is engaged in the development of smart underwear for new fabrics.