Underwear Wars: "Downhill", Big Name To China, Urban Beauty To Please The New Generation.

Recently, there have been many new trends in underwear brands at home and abroad. Among them, the decline of its performance has become a hot topic. In addition, Holland's 100 year underwear brand Hunkemller has set up shop in China to test the water market in China. The beauty of the city invited Guan Xiaotong to endorse domestic underwear and household clothes, which has attracted a lot of attention. So what changes are taking place in the underwear market? What centers do Chinese and foreign underwear brands adjust their market targets and business directions around?

Market for young people

In June 21st, the city beauty group announced that the company invited the "95 after" young actor Guan Xiaotong to be the spokesperson of "Cosmo Lady" brand underwear and household clothes in China. Urban beauty says it will launch more and more new products to meet the needs of consumers in the second half of 2019.

Why do urban beauty enter the market for young people? Only by mastering the consumer market of young people can we ensure that the brand can continue to develop. So, how to master young consumer groups? Industry experts said that "95 after" and "00 after" as the main consumer, the consumption of personal clothing market must be upgraded comprehensively. Urban beauty 2018 annual performance report shows that the company achieved operating income of 5 billion 96 million yuan in 2018, an increase of 12.2% over the same period last year, and realized a net profit of 3.78 yuan, an increase of 19.3% over the same period last year. In 2018, the industry faced enormous challenges both inside and outside. The urban beauty seized opportunities and took a number of transformation and reform measures. Through optimizing brand image and distribution management, improving product design and quality, the group's close fitting clothing market grew steadily, and the image of the brand was enhanced.

Urban beauty was born in 1998. In the past 21 years, it has been deeply cultivated in the field of design, marketing and sales of body clothing products. It has become a mature fashion underwear brand in China. It always takes fashion and vitality as its brand style and pays attention to creating comfortable wearing experience. In recent years, with the rise of personalized consumption under the new consumption era, transformation is the only way for major consumer brands. Urban beauty has been making great efforts in exploring product innovation, pursuit of product quality, layout of sales channels, precise positioning of consumer demand, and so on.

In fact, urban beauty has made many efforts to seize the young people's market. City beauty says that hiring Guan Xiaotong as a new spokesperson for "Cosmo Lady" brand underwear and home furnishing is also part of the overall marketing and promotion plan of urban beauty. This cooperation will bring new marketing ideas to the underwear and home furnishing of the group. Guan Xiaotong's fashion, vigor and youthful image are highly compatible with the positioning of Cosmo Lady brand, which will help further enhance brand awareness.

In terms of products, the new products launched by urban beauty this year are also more youthful in appearance design and product details, which are more in line with the needs of young people and aesthetic demands. In recent years, urban beauty has been making frequent noises on the social platform, bringing forth new ideas on the product, so that many consumers feel the efforts to make the brand younger. This cooperation with Guan Xiaotong is not difficult to see that urban beauty is embracing the contemporary youth market with more youthful vitality and attitude, making products younger than young people.

Sports underwear cake is very big.

At the beginning of this year, the sexy underwear brand from the United States was plunged into public opinion whirlpool, such as "poor performance", "large-scale North American shop", replacing CEO, re launching swimsuit series and deciding to stop the show. When the "sexy economy" was no longer popular, the field of sports underwear under Tmall's assisting seems to be an exploratory step in trying to get back to the mainstream.

In July 2017, the official flagship store on Tmall platform was formally launched. At this time, China's underwear market has been saturated, but in just a year, it has rushed into the top 6 list of Tmall underwear industry, and the sales volume of the main bra products is among the top 3. With the east wind of the electronic business platform, Wei Ming opened a new round of breakout. Wei began to return to the product and launch the sports underwear market. This also means that the company wants to return to the mainstream track with the differentiated products of "sports wind". However, the brand influence of Wei is no longer what it used to be. According to the insiders, in the context of the Chinese market's sales channels and product style, it is still necessary for the market to test whether or not it can succeed.

According to the report, the market share of the US in the United States decreased from 31.7% in 2013 to 24% last year, while the market share of the emerging brand competitors, such as third Thirdlove and Savage Fenty, increased from 28.1% in 2013 to 36.2%.

At the same time, sports brands such as Nike, Adidas and Lululemon have entered the underwear market one after another, and their underwear products occupy 0.2% of the market share. The change of market trend and the increase of competitors are the main reasons for the decline of its performance. The industry believes that with the evolving definition of sexy, the rules of the underwear market are being rewritten. Comfort and health have become the new demands of younger generation of consumers for underwear.

As a matter of fact, sports underwear is not a strength of safety, and from the market changes in recent years, both from brand to channel, from network to customer to team, it has lagged behind the average level. According to the survey data from the Cowen analysis agency, more than half of the respondents said they would think of "sexy" when they saw it, and 55% of the group thought comfort was the deciding factor when they bought underwear.

At present, we are planning to deepen the Chinese online sports underwear market. How can we understand the consumption demand of Chinese women, especially young women, and accurately grasp the trend of underwear category? Industry insiders say that for future market expansion, it is obviously not the same as those of underwear brands such as Aerie, ThirdLove, Adore Me and train & Co, which are born online. They not only take the initiative, but also have the advantage of real-time control and timely feedback. Compared with traditional brands such as Wei Mi, they can cope with market changes more flexibly. However, for the security sector, it is the key to reverse the transformation of brand performance to grab the busy line and dig and transform potential customers.

Recently, a century old Holland lingerie brand Hunkemller, the first Chinese shop, officially settled in Shanghai Pudong New Area Century Plaza, and called out the slogan of "opening 47 stores in China in 5 years". It is reported that Xiang Ke Mu Le plan will achieve "5 years and 47 stores" in 2023. In addition to Pudong stores in Shanghai, this year, Xiang Ke Mu Le will open 4 more stores in China.

At present, there are 53 stores in China. We are also working hard to develop the Chinese market. The underwear series of the first Xiang Kou Mu Le store in the Chinese area includes: HKMX sports underwear, Private sexy underwear, and Noir swimsuit and so on. But unlike the way of marketing, the company has created a new digital experience for the Chinese market and consumers. The whole store is equipped with intelligent equipment, and the digitalized wisdom store system constructed by it is a brand-new reform of underwear retail store. It is not only products but also a beautiful, healthy and comfortable way of life.

Xiang Kou Mu Le was founded in Amsterdam in 1886 to operate various kinds of underwear and pajamas. In 1977, it began to expand its international market, and opened stores in many countries such as Holland, Germany, Belgium, Luxemburg, Sweden, France, Spain, Denmark, Australia and Russia, and gradually became one of the most popular lingerie brands in Europe. Among them, Germany is the largest market of sweet Moore, and there are 400 brand stores. At present, Xiang Kou Mu Le has more than 930 brand stores all over the world.

Philip Mountfort, chief executive of Shinco mulo, said: "in the past 5 years," Philip "has enjoyed rapid growth, and has developed from a brand with only physical retail channels to a leader in the multi-channel sales in Europe." Mountford " Despite its poor economic environment and numerous competitors, China is still one of the fastest growing economies in the world, and the demand for international brands is also increasing. Therefore, the development of China's underwear market is very natural for Xiang Kou Mu Le.