The Trend Of Underwear Without Steel Ring Has Become The Favorite Of Women.

Li Yu, 25, is a A girl. In high school, she was laughed at by her classmates as an "airport".

After entering the University, she began wearing thick steel cups.

Shape and gather beauty.

She said: "high school and even university, I think the breast is beautiful, choose to wear underwear."

After graduating from college, Li Yu's attitude changed. She felt that women should please themselves instead of pleasing others.

Li Yu voluntarily abandoned the hard steel rim underwear and changed to wear no steel ring underwear. This year double 11 chopped two hands.

She laughed and said, "the breast is also beautiful."

The underwear in her wardrobe was not worn out for a long time.

Underwear is the most important robe for a woman's life.

In the past, we respected the gathering of the United States, stressed the "career line" supremacy, the tighter the Le, the higher the higher.

Who wears who knows, the price behind it is chest pressure and even pain.

Around the world, those who see the business opportunities behind the tormented consumers of the gathered underwear are freeing their underwear from women's bondage and launching a round of underwear revolution.

More and more women pay more attention to the concept of underwear consumption has changed, they do not care about the outside world, pay more attention to the comfort of their own wear.

At present, abandoning the thick steel sponge and finding underwear that is more suitable for oneself is the new style of modern women cherishing themselves.

01

Underwear without steel ring

Mo Yu, who is 28 years old, is thin, and the steel ring underwear often suffers from the pain at the center of her chest.

When she was lying in bed for a nap, she was often awakened by the pain in her chest.

Li Yu said that every time she wore a steel ring underwear, she felt a sense of oppression and felt that her chest was suffocating, and she wanted to take it off immediately.

These women who hate steel ring underwear choose to abandon, and eventually pmit to the performance of underwear companies.

Wacoal, a Japanese lingerie tycoon dominated by a collection of underwear, didn't expect to shake its position.

Of

The latter, with its steel ring underwear, is now a 20% share of the underwear market, almost flat with Wacoal.

With the reduction of market share, Wacoal's earning power is much lower than before. In the 2017 fiscal year, its underwear business profit dropped 13.8% compared to the same period.

In response to the crisis, in November 2018, Wacoal put sports series underwear in the ski brand store.

Sports underwear with no steel ring has the fastest growth rate in underwear category, with a compound annual growth rate of 10.8%.

Besides Wacoal, the American underwear brand, which is the biggest selling point for sex, is also not very good. The sales in 2017 dropped by 8%.

Two years ago, it was very beautiful, and sold 600 underwear per minute.

Before the iceberg, the giant wheel has to turn around. In the past two years, the focus has been placed on no steel rings, no bra pad, and even at the expense of changing the brand slogan to "no pads".

According to the world clothing and shoe net, in China, there is a whirlwind in underwear without steel rings.

Mo Yu said that four years ago, she fell in love with a steel ring underwear for the first time. It was a new experience without feeling of existence and "don't want to take it off."

As long as she did not wash, she would wear this steel rim underwear.

Today, she is a fan of UNIQLO stainless steel underwear. She can sleep in bed at night.

In the market, the products that highlight the business line still occupy a place, but the steel rim underwear with both shape and comfort has become a new favorite.

The "2017 online underwear related consumer series" released by the first financial and business data center shows that with the help of reducing the pressure on the chest, the sales of underwear without steel ring is at the top of the list, which is 3 times that of the steel ring underwear, and the paction scale has exceeded 5 billion yuan.

On the two platforms of Tmall and Jingdong, they are selling well without steel ring underwear.

On the Tmall platform, 618 of the top ten underwear sales this year are all steel ring underwear.

Since 2018, the sales of steel free underwear sales on Jingdong platform have accounted for 65% of the whole underwear category, accounting for 69% of sales.

Some offline underwear stores, now the main hit are also no steel ring underwear.

In the Beijing long Ying Street shopping mall, more than 60% of the brand of an Li Fang's fragrance shop is a steel ring underwear.

In the store of Jimo District of Qingdao City, nearly 80% of the underwear passed away from the hard steel ring.

Women who pay more and more attention to self enjoyment have changed their attitude towards underwear.

In the face of the change of consumption concept brought about by the "gender revolution", brands have to adjust their product structure.

In the past two or three years, China's underwear brand "four big days" love, man, Ttiumph, and Li Fang have entered the field of underwear without steel ring.

A city employee told AI financial services that last year, the new steel coil and steel ring underwear were equally divided. This year there was no significant increase in the number of steel rings.

The city beauty shop is shopping hard to recommend stainless steel underwear to customers, and says: "wearing underwear with a steel ring is not good for your health. Everyone is wearing a steel ring now."

The beauty of the city is looking for sexy woman Lin Chiling, who has been the spokesperson's underwear brand for 6 years.

In the first half of this year, we invested 15 million and accounted for 75% of the shares. We joined the sports brand Kappa to set up a joint venture specializing in online men's clothing and women's sports underwear.

Some stainless steel underwear brands convey the concept of independence and self-confidence to female users.

The internal and external brands emphasize: "respecting body feelings and starting from themselves"; Frey girls said: "independent women must learn to respect and appreciate their body part, regardless of their shape and size."

02

Once the "business line" is paramount.

Underwear is the most important robe for a woman's life.

In 1910, Mary Phelps Jacobs used two handkerchiefs and pink ribbons to establish the prototype of modern bra.

As an imported product, underwear has officially entered China for only 30 years.

In the 90s of last century, the cup shaped underwear was popular in Europe and America. It was made of one-piece hot pressed cup, with sponge or filler fiber as material.

The combination of some mould cups and steel rings can make the chest more upright and plump.

As the wind blows eastward, it is not long before a cup of underwear is whirlwind in China.

In 1999, Ting Mei underwear was born.

It is a kind of cervical spine health care product with a shoulder shoulder type. After improvement, it has a new selling point of "beauty body practice, one dress change".

In order to buy out the counter, it once seized 2 million yuan of daily sales.

The model Ni Hongjie became the goddess of thousands of young men with her breast and waist and buttocks, and all kinds of manners.

The underwear brand, which occupies the mainstream department store, is dominated by the production of the underwear. Many styles emphasize the function of the cream, so that the more the buckle is done after the shoulder strap.

Wide shoulder straps, thick sponges, and hard steel rings make up a set of heavy armour bound for women's breasts.

In the early days of the city's advertising video, Lin Chiling, the spokesperson, tore out the black tie, tore out the white shirt, the purple underwear wrapped in the white and round breasts, with a whay voice line call: "city beauty, meet better themselves."

This marketing strategy has been successful. In 2012, urban beauty ranked the top of the industry with 5 billion 400 million yuan retail sales, occupying 2.8% of the market.

The ubiquitous publicity and ubiquitous products are deeply rooted in the aesthetic sense of curvilinear beauty by gathering underwear.

In 2011, Hao Li, a two student, examined the hyperplasia of mammary glands.

She found a hint at Baidu, "don't always wear underwear with steel rings."

But she always wears, "after wearing, chest is tall and straight, gather together, I consider the function of underwear, not health and comfort."

Once, she pulled out the steel ring, and the underwear completely lost its effect. Loose chest fat ran to her armpit and her stomach. She threw away the underwear.

It was not until 2014 that the choice of underwear was still small.

That year, the C cup girl was in the West.

She bought underwear without a steel ring for the purpose of "shrinking her chest" and not being "strong in the upper part of the body".

Her Taobao found "not a particularly formal steel ring underwear". From the appearance, it looks like a special lactation underwear.

She is not satisfied with her underwear and has many experience of return.

Some consumers who are beset with underwear are finally embarked on the path of entrepreneurship. They want to liberate their underwear from women's bondage.

In 2012, Liu Xiaolu, who worked in the consulting company for 5 years, founded the "inside and outside". She said it was hard to work overtime every day by wearing a thick steel lining underwear until two or three in the morning.

It is not ourselves, but others, that please us.

She feels that modern women's underwear should be another look: comfort, no extra burden on the body.

Daini said that the creation of oxygen comes from her poor experience four or five years ago. She will buy underwear in a physical store as "humiliation".

She remembered that at that time, the underwear shop's shopping guide always recommended size smaller, tighter steel ring thick cushion underwear, and helped her to dial all the fat around her chest and extrude the sexy "career line". Then she looked in the mirror and told her, "your state is the best."

"One second in the shop, ten years to go home."

Daini tried Hai Tao, but the brand of foreign brands is too large and the price is high. The foreign trade of e-commerce platform can not be met, and all the brands that can be bought are discount brands of large underwear brands.

Friends also have similar troubles. In 2014, Daini founded oxygen APP, hoping to provide diversified underwear choices for Chinese women.

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03

Entrepreneurs and capital are here.

In the first few years, the underwear without steel ring is still very small.

But Liu Xiaolu firmly believed: "no steel ring will be the trend of the future, but it will take some time in China."

This time will come soon, and 2016 will become the key year for the development of underwear without steel ring in China.

The annual growth rate of the underwear market is 20%, allowing entrepreneurs to believe that Chinese women entering the fast lane of consumption upgrading urgently need more comfortable and younger lingerie brands.

This year, Mellin joined the entrepreneurial army and founded the little bra brand, Freey maiden.

At the end of 2016, Frey girls sold on the line. They only made French underwear without steel rings and no pads, focusing on A and B cups.

In the same year, Cr me set up shop in Taobao, the main concept was "French underwear" and "light". The first two underwear on the shelves were no steel rings.

Fitness fever and fashion trend add a fire to underwear without steel ring.

In 2016, WeChat public number, Sina micro-blog, Xiaohong book and other platforms continuously produced the contents of fitness, healthy diet, sports underwear and underwear style.

Among them, there are spontaneous Amway and precise brand launch.

This is effective. Hao Li realized that "when the so-called adjustment is just worn out, it will be the same if it is removed. Then I do not need it."

She finally moved to a camp without steel ring.

Another consumer said: "I have always been pursuing the cleavage, and now I find it wrong. Underwear can also be elegant and comfortable. I should free my chest and have a free chest."

Xiao Xiao, 20, forced Amway's 47 year old mother to wear a stainless steel underwear.

After she received the goods, she was knocked down for a while.

But after wearing it, her mother's attitude reversed 180 degrees.

Now always remind Xiao Xiao: "buy me no trace, I do not wear that steel ring."

This year Liu Xiaolu noticed that no steel ring underwear became no longer small.

Initially targeted at 28 to 35 years old, elite women with career backgrounds such as investment banking, consulting and advertising. Since 2016, the number of young users aged 20-25 has increased, accounting for 30% of the total online users.

The entrepreneurs who go downwind welcome the harvest time.

In 2016, the first batch of underwear of Cr me was swept away. The scale of oxygen users rushed to 3 million, and the sales volume increased to 50 million yuan.

In 2017, Ubras realized sales of 70 million yuan, the rate of user repeat purchase reached 70%, and sales both inside and outside soared to 150 million yuan.

Data dispelled the hesitation of capital institutions.

When A round financing was launched in 2016, it had contacted with Xiang Feng capital.

"At that time, the internal and external lines were in the initial stage, and the line expansion plan was not clear enough," Xu Ying, executive partner of Xiang Feng, decided to observe again.

A year later, he completed the 70 million yuan B round of financing.

In 2018, 60 million yuan of B+ financing was obtained inside and outside.

Underwear, a highly fragmented industry, is ultimately capitalized on the naked eye.

In December 2017, Mo Yi and its parent company, Mo Chuan, completed the A round of 45 million yuan financing. After half a year, the Pre-A round financing was carried out in the underwear of Inman. In August 2018, For Dear Me acquired tens of millions of RMB in the A round financing, and Ubras also completed the A financing of 50 million yuan.

Xu Ying found that capital has attracted more attention to underwear track: "take the initiative to find out inside and outside, including looking for us to explore a lot of VC in this field, they want to understand the market space, and our investment logic."

04

People oriented will not retrogress.

Women are embracing underwear without steel rings, and men giving gifts are also changing.

Two years ago, Qi Lang's girlfriend began wearing lace underwear without a steel ring. The natural chest shape made him feel "unaffected."

He is 23 years old. He can distinguish the true and false of "business line" at a glance: if it is a vertical line, it belongs to the chest with natural abundance; if it is "Y", it must be squeezed out of the cleavage; the upper chest is too round, and the distance between Shuangfeng is wide, and breast enhancement is undoubtedly.

In her youth, Ni Hongjie and Lin Chiling's underwear advertisements had cultivated Qi Long's imagination of female curvilinear beauty.

"Their advertisements are beautiful, but that does not mean that I expect the other half to be that way.

It's not necessary for girls to squeeze from A cup to C cup.

Mellin shared two stories.

A male customer reluctantly returned - he hoped that his girlfriend could wear it, but his girlfriend could not accept such a lightweight underwear.

Another male customer bought underwear for the girl, and asked the customer service to keep it secret.

After arrival, the girl came to ask, and the customer service was truthful.

In the chat box, the girl sent a sweet line: "ah, then we must be together."

Nowadays, no steel ring underwear has become a new blue ocean for underwear, and Taobao has bred more than 30 independent designer brands.

In this competitive sea, new players are still jumping in.

Hongkong brand her own words has just opened Tmall flagship store.

It is jointly built by BELLE group and Virginia group, which is the largest manufacturer in China.

In early 2018, international fabric company Lycra reached deep cooperation with oxygen.

Lycra tried to get spandex yarn in oxygen, and got a share from the sports underwear market with an annual sales growth of 30%.

But is the future without any steel ring underwear? Some designers believe that its popularity only shows that women's pursuit of comfort is very strong. This demand is reshaping the underwear industry, but it is only a pitional stage.

In the mature market of French underwear, the steel rings and the underwear without steel rings are evenly distributed.

And the steel ring and the steel ring underwear can be evolved by technology.

For Dear Me, founded in 2016, is the main supplier of marshmallow underwear with nickel titanium memory steel ring. It has maintained a 75% repeat rate since its listing.

The nickel titanium memory steel ring is more flexible than steel ring after heat treatment, and has better supporting ability than steel ring.

Liu Xiaolu, who focuses on underwear without steel rings, has been studying the improvement of design structure to meet the needs of women with chest fullness.

Next year, there will be underwear for women with big breasts.

Under the premise of ensuring comfort, the greater chance of underwear business is to provide multi scene underwear matching.

Foley girl changed the traditional underwear classification, and used fashion, holiday, home and other scenes to distinguish underwear category.

Underwear luxury brand "Dare One" has a set of underwear and coat solutions, such as a deep V open chest dress, just to reveal the underwear lace.

Inside and outside of the UNIQLO office, apart from the lack of steel ring underwear, it has also expanded home furnishings, casual wear, light sports and living home lines, and will extend to children and men in the future.

"Inside and outside will gradually expand into a home centered clothing and lifestyle brand."

Liu Xiaolu told AI financial services.

The trend of fashion is as elusive as it is, and is like the changing seasons.

The history of American underwear is exemplified.

In 1920, we took the neutral wind, and loved the curve again in 1940s. The cone underwear was popular for more than ten years. In 1990, wonderbra appeared to help the small breasted business line. In 2000, the plastic underwear was selling well.

However, some practitioners believe that underwear without steel ring has laid a place.

"There may be new products in the future, but there will be more and less underwear without steel bands."

Daini knows for sure.

Mellin can not predict the future trend of underwear.

She believes that the underwear without steel ring represents the popular trend of people-oriented, and firmly believes that this trend will not retrogress, because this is the progress of civilization.

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