Without Steel Ring, Brassiere Market Will Usher In The Outbreak. After 90, Buy Half Of Tmall Without Steel Rim Underwear.

Two pieces of palm cloth, more than 5000 yuan.

This is the value of La Perla.

The lingerie luxury brand of Italy has changed the gorgeous and thick underwear of women, creating a new fashion attitude with light weight, no steel rim and silk. Underwear is worn to oneself rather than pleasing others.

Chen Yulin started his business as well.

Six years ago, she came from her colleagues to La Perla, a salary equal to half a month. She ran all over Shanghai and didn't find a thin, steel ring like underwear, so she sprouted the idea of doing business and made fashionable and cost-effective underwear.

"At that time, the domestic underwear advertisements also emphasized the accumulation, but we just wanted to make comfortable underwear with no steel rings, and told the A chest model to be true to yourself."

At the end of 2013, Chen Yulin and his friend Ye Mengting set up underwear brand curiosity.

Starting capital is not much, only 500 thousand yuan, so it can only choose to shop on Tmall, but the result is unexpected. This money does not have money to experience new brands with no experience, but with the annual growth rate of about 110% rapidly rising.

Chen Yulin attributed the problem to stepping on the right point: "at that time, the clothing brand had already risen, but the underwear had just started, except that we didn't make any fashionable underwear without steel rings."

After several years of development, consumer awareness has been awakened, and the demand for underwear without steel bands has increased. Chen Yulin judged that the underwear without steel ring has changed from a niche market to a mass market with a steel ring underwear. "The two are basically 50 to 50."

The younger generation of female consumers no longer pursue gathering, brew, and career lines. They are also looking for comfort in underwear.

In March 3, 2019, the first financial business data center (CBNData) jointly launched the underwear industry trend study released by Tmall underwear.

The bra market with no steel ring broke out in 2017, the market size increased by nearly 50%, and maintained a sustained and steady growth in 2018.

From the sales point of view, "UNIQLO", "man", "inside and outside" are the three top brands in the steel free underwear market.

On the consumer side, 90% of women are the main consumer groups without steel ring brassiere, accounting for nearly 50%, while the growth rate and consumption volume after 95 is worth looking forward to.

Tmall underwear category leader Yu Yu told tiger sniffing that the data they monitored showed that in 2018, sales of Tmall bra category online accounted for 60% of the percentage of non coil underwear, and continued to maintain rapid growth and huge market potential.

To see this opportunity, Ubras founder Correll and Zhang Xiang, the founder of the company, have shifted their products to underwear without steel rings.

Recently, through the interview with the head of Tmall underwear category and the founder of several new underwear brands, tiger sniffing tried to show the development trend of underwear industry.

Consumer preferences that are changed by culture

For hundreds of years since its birth, the main function of underwear seems to be to hold the female's chest and make it look more forceful. In the male's aesthetic, the size of a woman's chest has always been the main criterion for judging the charm.

From the Middle Ages in Europe to the early twentieth Century, girdles had long been bound up with women.

This kind of underwear will hold up the chest; whale and other bones are added to the waist, and the band can narrow the waist and abdomen; some have shelves to support the skirt -- to make the female buttocks look more plump.

In "gone with the wind", there is such a scene: the heroine Scarlett strongly holds the column of the bed, so that the maid can tighten her waist more tightly, so that the waist looks thinner and the chest looks bigger.

Ernest, the underwear manufacturer, writes naked in the strange clothes of different times: tight underwear. The Greek costume can bring a satisfactory waist, and Rome style clothes can make the chest high.

Tight underwear has two advantages.

But with the development of economy, a large number of women are coming to work. Tight underwear has become the shackles of their work.

"Throw away your bra" was called out by a group of feminists in 1968.

Underwear companies, of course, do not want consumers to really throw away their bras. They are starting to publicize a new consumption viewpoint - like your body, try these bra without fixed shape.

So La Perla began to emphasize that underwear is not a tool for women to please men, but a kind of enjoyment. It will feel comfortable and confident when wearing it.

The American underwear brand Lively's advertisement is: your day starts at 6 in the morning, as if you have time to spend on those uncomfortable underwear.

Underwear without steel ring has become popular in Europe and America.

But at home, the Chinese women did not accept this too light underwear.

Zhang Xiang, founder of Correll, is more confident in his observations because of his frequent trips to China and Paris. "Why 10 years ago Chinese girls could hardly accept French underwear without steel rings?

Because at that time, Chinese girls were still not very confident about small breasts, and at that time foreign women were very confident in their small breasts.

But after 2010, Chinese women pursued independence, relax and nature.

"Now Chinese women are also more and more confident, dare to live out of the real me, bold to wear, do not care too much about other people's eyes, so on Taobao, Tmall gathered, foil functional underwear sales."

Chen Yulin expressed a similar view: "this generation of young people no longer pursue gathering, they are more confident, know the charm of small chest and microemulsion, do not care what career line at all."

The choice of Tmall's stainless steel underwear brand will usher in a historic outbreak.

The popularity of no steel ring has much to do with the changes in consumers' attitudes towards themselves.

"Before 2010, the promotion of underwear mold and production technology can fully carry out the function of the steel ring underwear," said Ubras founder. "But the bondage is still there. At that time, the wearing side of the underwear without a steel ring will be very high, and the bottom will be very wide."

The real "no steel ring" underwear is to remove the sense of confinement in women's dressing.

Coincidentally, in recent years, Tmall's small dishwasher, mini fridge, single barbecue stand, single small chafing dish...

Being trusted by single youths, behind the popularity of the single economy and the popularity of no steel band underwear is a way of life for young people to spend money to please themselves.

In pursuit of true taste, women's independence and women's rights are rising with the improvement of women's educational level and the change of social attitudes.

And no steel ring underwear is the expression of women's lifestyle and personal emotion.

"I prefer wearing no steel underwear, because it is more comfortable, although it will feel small, but comfort is the first, I accept my original appearance."

Xiao Xiao said after 95.

With the wind of no steel ring, the rise of new brands

Changes in demand have brought waves to the lingerie market.

China's underwear market has long been admired, and Manifen, Ttiumph, Wacoal and ancient and modern brands are being controlled.

Ancient and modern is the earliest underwear brand in China. It was born in Shanghai in 40s, and the two wave of local brands such as adoration was born 90 years ago.

In 1980s, Ttiumph and Wacoal of Japan entered the Chinese market, while the technology of bra cups was introduced into China.

But up to now, traditional underwear brands are still focusing on the design of products such as gathering and supporting.

The local traditional underwear brand is facing the challenge of brand upgrading.

Most of the traditional underwear brand pformation ideas are divided into groups, hatching young brands.

"Traditional brands will match their annual style quantity and order quantity according to the incremental demand, so as to achieve the annual share increase, but this way of adjusting according to demand is relatively passive, and the reaction speed is also slow."

The premise of Ubras founder is Ya Ya.

Foreign brands are also not optimistic.

In feather's eyes, "in China (underwear) market, consumers do not have special cognitive barriers to foreign brands and national product brands themselves.

Unlike other categories, consumers think foreign technology is the leading technology.

In fact, many underwear brands abroad are also facing some development challenges in China, such as the design of cup and plate to meet the needs of Chinese consumers.

This gives new brands opportunities.

In 2018, Tmall's "no steel ring" underwear TOP10 brand list rarely appeared in the traditional underwear brand and the electricity supplier brand accounted for half of the situation.

This is the reason for product development.

Before Ya Ya thinks that the new brand with no steel ring underwear is a subdivision, there is no traditional steel rim product design thinking and flexibility.

She judged that future stainless steel underwear would move towards more subdivided competitions, such as "no trace".

Ubras's SKU does not exceed 50. It emphasizes comfort, rather than just chasing beauty.

Product iteration ideas to learn apples, create classic models, the average guest list to achieve about 160 yuan, at the same time with a 129 yuan entry money to pull new.

It also relates to sales channels that young people like.

Underwear is a highly personal category. Young people are more likely to buy online.

After 90 Chen Xiao, rarely online shopping.

Since 2012, she has been a regular customer of underwear on Tmall. At first, she bought the steel ring underwear with emphasis on the effect of gathering. When she did not have any steel ring underwear in recent years, her shopping cart was replaced with "no circle".

Chen Xiao said with a smile, "Tmall not only gives me every taste, but more importantly, leads us into a new way of life."

"The consumers of Tmall are relatively young. We have accounted for more than 60% of all underwear consumption by 80 and 90.

So, here, no steel ring underwear is earlier and easier to be accepted by young people.

Yu said.

Zhang Xiang uses Wacoal and UNIQLO as an example. Wacoal is the largest underwear brand in the region. But later, UNIQLO finished it in a short time, becoming the NO.1 of Japanese underwear sales, because it is closer to the consumers in terms of price, fabric and edition.

Therefore, he believes that as for China's cutting-edge underwear brand, it will have more opportunities than traditional brands to catch consumer demand and trend quickly.

Tmall helps "no steel ring" break

Correll first started by traditional underwear brand foundry, CEO Zhang Xiang is a rare male founder in the underwear industry.

When I first started doing underwear, there were many people who didn't understand it, but Zhang Xiang didn't care. He looked at the commercial potential of the industry. First, he seized the opportunity of the rise of the electricity supplier. He began to make Tmall shop as early as 2008, and the turnover in the first year was over 10 million yuan.

Then he set foot in underwear without steel ring in 2012 and took it as the main direction of attack.

In the 11 years of the lingerie industry, he has been a TOP1 in Tmall's underwear industry and has more than about 6300000 fans.

But in the development of all brands, at present, the company is experiencing traffic bottlenecks.

He tried to find a breakthrough through more than 200 stores down the line, but that is far from enough.

This year, she joined Tmall costume's "Telescope Project", which is a brand diagnostic plan launched in 2018 for Tmall's clothing brand.

According to the current situation of brands, such as crowd and merchandise, this paper analyzes the current problems of the brand, and puts forward solutions to help the brand grow better.

In 2012, the internal and external business started to break out in 2017, and the turnover volume was 6 times. Under the suggestion of Tmall's "brand growth", inside and outside came the super model Rhododendron to be the image spokesperson, highlighting the tranquil and quiet brand tonality.

Similarly, the power of the spokesperson is also reflected in the carrying capacity.

A 259 yuan worth of inside and outside Rhododendron with the same zero min Lingxiao small cotton underwear female no steel ring suit, Tmall sold more than 13 thousand last month.

These are examples of Tmall's pformation or development.

Starting from this point of view, Tmall will provide support measures according to different brand development stages.

In the initial stage of brand development, it will detonate local market through a number of single products with brand characteristics. Tmall will help brands expand products with the help of Ali mother, data bank and other tools.

When the brand has a certain population size and the needs of its own development, and needs to go from the line to the line, Tmall will offer offline shop suggestions according to the brand online big data core consumer cities and consumer preferences.

Relying on Ali big data analysis site selection, precisely matching fans with high degree of aggregation of cities and business circles, to protect the opening rate; access Tmall intelligent stores and intelligent shopping guide projects, online and offline data access, global marketing to enhance the operation efficiency of stores; inside and outside Tmall cooperation with "SCAN ME" - 3D scanning no one retail, using black technology to create unique shopping experience.

In front of Ya Ya, it seems that "Tmall is very important in differentially cultivating underwear brands, which is good for platforms and brands. If we are in a homogenization competition, the two sides will be outpaid."

At the same time, she also judged that Tmall would step up its efforts to support the brand sinking line, which is also expected by the newly launched underwear brand.

At the same time, all lingerie brands are aware of the fact that consumers' exquisite pursuit of underwear style, quality and beauty is accelerating on the Tmall platform.

Last year, the 50 new lingerie underwear on Tmall weekly increased to 100 this year, which is like a race -- "life is an endless circuit," Zhang Xiang said.

It can be said that the demand for underwear without steel ring is increasing, to a certain extent, it is the embodiment of the pursuit of self by young users.

With the help of Tmall platform, young brands are breaking through.