Can We Measure Heartbeat To Find "True Love" Smart Underwear?

If you put the function of smart Bracelet into underwear, will you pay for it?

Talking about intelligence and technology has always been a male patent. After all, the pursuit of technology smart products is like women's loyalty to cosmetics.

However, with the boom of technology products from the bracelet and glasses to the clothing industry, and the hot market of sports, smart underwear has become the choice of more and more companies to cut into the female sports market. This kind of smart underwear designed for women has begun to appear frequently in people's eyes.

In foreign countries, from the Intel of science and technology, the Japanese underwear brand Ravijour, the secret of Vitoria, which has just completed this year's great show, different manufacturers are exploring the new product research, and have released smart underwear products. In China, after the introduction of the Aimersports professional sports brand, the first brand of intelligent sports underwear has been released recently to the new market of card.

The newly released smart underwear can achieve a variety of functions, such as the function of the sports bracelet, and monitor the heartbeat through underwear. When the boy meets his heart beat above the average, the bra will be automatically untied, so as to help the woman find "true love" and realize the function of the breast massage.

But these functions are different. Underwear often sells well.

Fortunately, the ambition of underwear brands is not just to build an intelligent sports bra, but to further occupy the fast-growing sports underwear market through this hole.

Making underwear smart is not easy.

To achieve pacing, heart rate detection, recording movement data, including the consumption of heat, intensity of movement, etc., to provide voice broadcast, rectify the posture of movement, these functions that can be realized through smart Bracelet these days, and now through the introduction of the built-in smart chip underwear of love, the App can be realized.

Perhaps, from a functional point of view, this smart underwear just put the sports Bracelet into the underwear, but according to Concon, manager of the sporting goods department, this product has spent a whole year and a half from design to production.

"After repeated experiments to determine how many times they will not be washed away, the belt, motor cloth, smart chips are adjusted to the right state, matching this matter took six months".

Last year, the Institute of ergonomics has collected a lot of data, captured and tested women's motion behavior through dozens of catches, and obtained data such as motion inertia, posture and behavior. It deduces what fabric, structure and technology should be used to support the correct movement track in women's sports, so as to correct the chest injury caused by sports tension.

Smart underwear is to support high-strength sports underwear, add smart chips to complete the detection and feedback of human motion data.

"It's the most difficult part of the development process to combine the hard smart chip with the soft material of the underwear to make the consumer wear no sense of foreign body."

Concon said.

In order to solve the problem of wearing discomfort, AI replaced the plastic rubber belt used in the conventional sense with the electrical belt, and the ring gold biological fabric and sensor are the core values of the smart underwear.

This seemingly small area of circular biological fabric, which is stitched inside the underside of the sports underwear, can read tiny biological recognition signals through the calibrated sensor tag. Even in the noisy gymnasium, it does not affect the capture. With the App data display and real-time broadcasting function, the data such as heart rate, aerobic or anaerobic state of motion, and real-time calorie consumption are sent back to consumers for the first time. For sports women, "it's like having a private coach".

At the same time, the back of this underwear is designed with mesh stitching fabric. It has good ventilation effect for high intensity sports such as running and net feather. It also introduces three sizes of 160 (CM), 165 (CM) and 175 (CM), which are basically consistent with the underwear of professional sports brand.

After solving the practicality, taking into account that women are more concerned about the beauty of clothing than men, the use of internal high-precision components and two-sided circuit board technology reduces the area of the circuit board by 63%, reduces the size of the smart chip to the size of the thumb, and the thickest part is only 7mm.

In August this year, the first batch of smart underwear was sold at the "Tmall flagship store" and offline, with a total sales volume of nearly 1000.

Do smart underwear sell well?

In fact, it is not a novelty to try to make underwear intelligent.

In 2014, Ravijour launched a bra that monitors heart rate. Its internal sensors can analyze whether the true love rate needs to be automatically untied according to the heartbeat frequency of the wearer.

For example, when a girl sees this boy's heart, the heart rate will accelerate. When the heartbeat is above the average, the bra will be untied automatically.

At the end of the same year, the secret of Vitoria also launched an intelligent bra, but its key point was to monitor the wearer's heart rate through the heart rate band below the cup.

Subsequently, Intel and the brand Chromat launched the ChromatAerosSportsBra of human body data such as heartbeat and body temperature collected by sensors in 2015.

The appearance of these products has enabled smart underwear, which has been stuck in laboratories of science and technology companies or universities, to enter the mass market.

However, these products do not seem to be good after gaining consumers' eyeballs.

During the hottest days of wearable devices in 2013, Intel set up a NDG Division specializing in the field. But this year, it has announced plans to shrink the wearable device business, or even withdraw from the field, and lay off the massive layoffs of the NDG division covering the business.

Although Intel has clearly denied the exit from wearable devices, rumors of personnel adjustment have not responded.

Because the upstream and downstream industry chain still needs to be cultivated, ordinary processing factories can not complete the production of new products. Large scale mass production requires large amounts of capital invested by enterprises in terms of technology and equipment. Compared with the few market products, more intelligent underwear can only stay in the "concept" or testing stage, and has not been able to enter the mainstream market.

"For many people, intelligence is more about the concept of technology, not the concept of normal life, so in the past, people's ideas did not make use of intelligence in clothing, and used more in electronics."

Concon analysis of the original underwear industry actually did not really form a "smart" environment, and fortunately the concept of consumers is changing. "Now consumers are concerned about the relationship between wearing and their own, and the market gradually accepts the concept of intelligence to bring protection to people".

This is an opportunity for enterprises and is the best time for "enclosure".

In order to popularize products in the market with relatively less consumption climate, love chose to lower the threshold of consumption, and set the price of the original underwear of 780 yuan to 600 yuan, which is almost the same as the price of high quality underwear.

At the same time, considering the high frequency of replacement of sports underwear, the replacement underwear with smart chip can be further introduced later.

"Consumers just need to take the smart chip down and press it to replace it, and the operation is very simple."

Concon says the process takes no more than 5 seconds.

In addition, in order to make the product form an influence among the main audiences, love seeks the popular red net to create a fashion for the product, and form cooperation with professional sports fitness KOL and variety show, so as to build a professional platform for the product.

It will buy users into the pool in the first wave, collect product feedback data from them, and use it for subsequent optimization and improvement of products, so as to enhance the humanization and affinity of smart chips.

Real purpose

From the present point of view, the smart underwear on the market can be divided into two main types: one is similar to love, and the other is the female health care underwear with the function of breast massage.

In Concon's view, the embedment of these external devices is only the beginning of smart underwear. Future underwear will achieve breakthroughs in shape, material and technology, such as breathable material on fabric, temperature adjustment and so on.

"Smart underwear is a product that is mainly promoted by the admiration movement. In fact, the main focus is on sports. Creating different strength and functional sports underwear is what we will do in the next one or two years".

With the concept of healthy life prevailing, fitness, yoga and other sports have been gradually recognized and accepted by women. The improvement of living standards has made women's requirements for functional and aesthetic performance of sports apparel more and more.

According to Mintel's research data, in 2015, China's sportswear market grew by 18%, occupying 6% of total clothing sales, and its market share was about 124 billion 500 million yuan.

It is precisely to see that the sports market is showing a trend of awakening. 3 years ago, AI began to prepare the cloth sports underwear market.

"Sport is no longer just a special group of people, it has become an increasing number of people's life, even social activities.

I used to go shopping, but now I play basketball and go to the gym.

For women, apart from a pair of running shoes, they need a sports lingerie.

Concon revealed that despite the downturn in the apparel industry this year, the sports underwear industry is still in the stage of rapid growth. The sales of the sports lingerie are in a blowout state. "There was even a time when some styles were not enough to sell. The growth channel was 100%~200% growth, and there was 10%~20% growth on the department store format."

Starting from the movement of women's physical and mental health, based on the demand of scenes, the chain of love derives from the whole product chain, such as the concept of sport commuting derived from the current consumer movement behavior and the zero handover scene of work and life. Based on the growing space of sports market and the gradual maturity of technology, the smart underwear is further enriched by the hot underwear product series.

Concon introduces later smart chips will also be more widely applied to other brands that they admire, such as Mr. Adam and children.

In the face of a series of confusion problems such as poor quality, homogenization and price war in the underwear industry, if we want to break through the bottleneck, the brand will also need to be developed from rough to fragmented, so as to achieve real "excellence" and "specialization".