Sports Underwear Market: Group Tiger Around, Who Can Highlight The Tight Encirclement?

October is the most important gold marketing time for the major brands. Therefore, all of them have taken all kinds of skills, or through traditional TV advertising, or discount counters at the mall.

The so-called eight immortals cross the sea.

However, amateur looking at the bustle, professional watch the doorway.

There are quite a lot of knowledge behind different marketing methods.

Women's movement

For example, the sports underwear rookie is the main marketing channel for new media.

Recently, a group of videos about "women's sportsmen" and "poster" as the theme of the poster, frequently appeared on micro-blog's big V, WeChat large.

In just two weeks, the video of "born uncommon" has been over millions of videos on major platforms, and the theme poster has passed more than 10000 forwarding, comments and commentaries. Many WeChat V personally evaluated Yvette Yi Fan sports equipment, and the cumulative reading volume of the article reached 10w+.

At the same time, Yvette, who was launched on the official WeChat of WeChat, has been born in the world.

Why does Yvette have a special interest in new media marketing?

Women's movement: the difficulty of "big" has "big"

In recent years, with the improvement of living standards and the enhancement of fitness consciousness, more and more women in the gym and sports ground are on the scene.

However, women who are keen on sports have added a layer of trouble that men do not have: how to soothe the jellies on their chest before strenuous exercise is always a problem for their sisters.

A study by the University of Portsmouth found that each woman runs 1 miles (1609 meters) and the distance between her chest and her chest is 135 meters.

This means that every 1 miles run, the chest cuts across the distance of about 1/3 playgrounds.

Because women have no muscles in the chest, they are mainly composed of fat, mammary glands and connective tissue. Violent swaying will lengthen the ligament tissue for a long time, thus injuring the elastic fibrous tissue in the breast and causing loose sagging deformation.

If the younger sister is small, and the exercise is not so intense, the situation will be fine. If the girl is a big chest and is doing vigorous sports such as running and playing, it will feel bad.

In a dream of Red Mansions, Wang Xifeng said that the "big difficulty" of the Jia family was very close to the chest sensation in women's movements.

Because of this, sports underwear specially designed to protect women's breasts has been favored by more and more women in recent years.

Compared with Europe and America, sports underwear appears much later in China, but in recent years it has been popularized rapidly with geometric growth rate.

According to the statistics of the State Sports General Administration, the number of regular physical exercises in China reached over 430 million in 2016, and it is expected to exceed 500 million in 2025.

Among them, the female population will account for 40% and the total number will reach more than 200 million.

According to data from Frost & Sullivan & amp; Sullivan, a global growth consulting firm, the value of Chinese sports underwear in 2014 was 800 million yuan, compared with that of the American sports underwear industry.

Considering that China is more than 6 times the size of the US population, the market potential of China's sports underwear is undoubtedly enormous.

Julia Liu, President of Yvette, who specializes in women's sportswear design and production, told reporters that Chinese women's concept of sports underwear is still very backward. "I observed that girls in sports wear about 3/10 of sports underwear.

And those wearing sports underwear will wear half the right underwear.

Obviously, the main part of China's sports underwear market is still behind.

Market research firm Ou Rui International predicts that the sports apparel market will grow by two digit percentage per year and will surpass the luxury market in 2020, with a total volume of about 280 billion 800 million yuan.

This is undoubtedly a market fertile land yet to be developed.

From the age point of view, the new generation is the mainstream consumer group of sports underwear after 90 and 00.

Relevant data show that this group accounts for about half of the total number of consumers.

At the same time, new and new people are also the mainstream users of Internet and social media.

That being the case, Yvette, as the sports underwear brand, has made the Internet and social media the main battlefield of marketing.

The cake is big, but the tiger is waiting.

Although the potential and development of China's sports underwear market are still behind, the market competition is very intense. It is no exaggeration to describe this situation with "big cake and Tiger Group".

What are these tigers?

For now, women's movement

Mainly dominated by European and American brands, although domestic brands share a certain share, it is difficult to compete with international giants.

European and American giants can be broadly divided into two categories, one is the traditional sportswear brands, such as Nike, Adidas, etc., they were originally professional sports equipment manufacturers, sports underwear was later derived from a production line.

Because of this background, their product movement attributes are mostly, underwear attributes are few, most of them choose different collocation, and women's underwear wear psychology research is not in place.

The second category, on the contrary, was originally a female underwear manufacturer, such as love, Wacoal, Vitoria secret, and so on.

Their strength is to understand women's breasts, but they do not have enough confidence in sports. Wacoal's sports underwear is of limited style, simple and intensity. There are a lot of admiration styles, but the intensity is mainly low intensity and the audience is narrow.

Therefore, these brands do sports underwear, always give people the feeling of "halfway through the house".

In contrast, in recent years, Yvette Yi fan, who stands out and specializes in the production of women's sports underwear, seems to be rooted in Miao Hong.

Since entering the Chinese market in 2014, over a few years, over a million consumers have become fans of Yvette's fan.

Although the absolute quantity does not seem to be large, the relevant data show that the average repeat purchase rate is as high as 40%.

The high turnover rate shows that Yvette's win has won the recognition of consumers, which means excellent quality and bright future.

To stand out, Yvette Coventry relies on family skills.

Of course, it is impossible to get a cake with enough weight in the sports underwear market where the tiger is waiting.

At present, the industry giants are fighting for their solutions.

In April last year, women's underwear manufacturer trumpet announced that they would cut swimsuit business and make full efforts to develop.

Amazon has announced that it will sell its own brand of lingerie on its US website. Amazon also releases recruitment notices to find professionals familiar with the field of sports wear. Amazon is believed to be committed to the production of underwear. Nike, the authoritative sports clothing brand, announced in 2017 2 months to announce the launch of the Li Na women's fitness clothing series with the famous tennis player of China. The purpose is to seize the domestic market with the popularity of tennis stars.

In the face of giants' sharpening, Yvette, as a rookie of the new talent, has also taken on his own skills.

In terms of design, taking into account the difference between Asian women and Europe and the United States, Yvette Yi vant adapted to the Asian market, tailored for Asian women, and created sports underwear that meets the needs of Asian women.

Because

The requirements for the degree of adhesion are high, but the general brands are only three sizes of S, M and L. Many consumers reflect that "fashionable discomfort, comfort is not fashionable, comfortable and fashionable but not fit".

In view of this, Yvette Yi vant has launched a multi size sports underwear, one of which has as many as 67 sizes.

This is just like examination results, and others are playing several grades, such as excellent, good, passing and so on, and Yvette Yi Fan te gives specific scores.

The workload is much larger, but the physical and mental fit with consumers has been greatly improved.

As a new brand, Yvette has also invested a lot in marketing, and marketing has its own characteristics.

In 2017, Yvette's marketing strategy was fully bloomed by means of self media operation, event sponsorship, large exhibitions, running groups and sponsorship of sports groups.

At present, the company has sponsored the women's Pink girlfriends run by Shanghai Pudong International Women's half marathon and happy circle, and has also been planned to enter the gymnasium and shopping mall channels.

In December 15, 2016, Yvette opened the first offline experience shop in Nanjing's de chi square to promote online shopping and offline experience.

In addition to the domestic market, Yvette's international strategy is further improving, and Yvette, who is born in Europe, is also very familiar with the overseas attack.

In 2017, the company was in

Germany and Finland have been set up; in Asia, brands are also ready to enter Japan, China's Taiwan and Hongkong, Singapore and other places.

As the saying goes, "rivers and seas flow across the river.

In the increasingly competitive sports underwear market, who is tomorrow's Heroes? The industry is waiting to see.