Behind The Rise Of Comfortable Underwear, Is It Really Only Women'S Consciousness Awakening?

This month, Victoria, an American underwear brand, announced in secret that it would no longer use classic symbols such as "angel supermodel" and "wings". Instead, the sexy "Victoria angel" will become history. Instead, it will be replaced by seven female power advocates. The Victoria show will return in different forms in 2022.
Today's underwear market has not been a "sexy" world for a long time. Weimi, who was once famous for her sexuality, was also eager to "de sexualize.". ? In the "2021 women's no size underwear white paper" released by cbndata and ubras a few days ago, China's underwear market is divided into three stages: the first stage, the awareness period of just need; In the second stage, sexual consciousness dominates; The third stage is the awakening period of self-consciousness. ?

Back to the time before the steel ring underwear was introduced into China, Chinese women's underwear had experienced the transformation from "bra", "belly bag" to "small vest" and "small vest". However, there was no special underwear brand in China at that time, and Chinese women's demand for underwear design was not strong. ? Since the 1990s, with the entry of foreign underwear brands, Chinese women began to realize the importance of underwear design and began to pursue more bold and sexy steel ring underwear Love, the ancestor of China's steel ring underwear, was born in such an environment when the awareness of women's underwear just rose. ?

From 2010 to 2013, urban beauties have won the hearts of female consumers with their people-friendly prices and rich design. The rapid expansion of urban beauty has not only brought down the once high price of steel ring underwear, but also made the "sexy consciousness" deeply rooted in the hearts of female consumers. ? According to Euromonitor data, from 2010 to 2015, the average annual growth rate of China's women's underwear market was 11.6%, with infinite market potential. China's underwear bonus period at this stage not only makes the domestic steel circle underwear giants rise, but also attracts many foreign underwear brands.
In 2017, Weimi, which failed at home, chose to focus on the Chinese market and hold a high-profile show in Shanghai Mercedes Benz cultural center. Tickets were fried to 300000 yuan. Many stars attended the show. Chinese Angel Xi Mengyao wrestled. With the popularity of Weimi in China, the online and offline stores of Weimi were further accelerated. ?

But Vimy's plan to continue playing the "sexy card" in another place failed. As early as around 2016, Neiwai and Neiwai, bananin, Chiyi, ubras, Suji liangpin and other underwear brands saw the infinite potential of the underwear market segment under the awakening of women's consciousness, and launched "Yueji" underwear with keywords of "no steel ring", "no size", "comfort" and "no trace". With these brands in the local market, still shouting "you want sexy" Weimi, natural decline. ?
Why does comfortable underwear rise? The common answer is: the awakening of female consciousness. According to the statistical data of customers, "2021 white paper on women's size less underwear" shows that the main consumer group of no size underwear is the high-tech light mature generation of women. These women have a high female consciousness, believe in "please yourself", and pay more attention to comfort than sexy. ? But, including no size underwear, comfortable underwear, its hot behind, really only the awakening of female consciousness? Perhaps we can change the angle, from the underwear itself to carry on the analysis. ? Generally speaking, according to women's different body shapes, traditional underwear will have ABCDE five cups and 70 / 75 / 80 / 85 four bottom circumference, so there are 20 sizes, and the same underwear will have different colors. According to the three colors of black and white skin, one underwear has at least 60 SKUs. ? In contrast, the main comfortable underwear is either directly announced that there is no size, or even if there is a single size, it is basically limited to the S / M / L three sizes. In this way, even if there are five single colors, the total number of SKUs is only 15, which effectively avoids the inventory accumulation dilemma faced by the traditional underwear brands, and indirectly increases the space of * *. ?

In terms of product R & D and innovation, traditional underwear has lace, steel rims and different fabrics and accessories, which requires a lot of money and time for research and development, and at least 30 processes are required in the manufacturing process. In contrast, the one-piece comfortable underwear can be produced in batch once researched and developed, with lower production threshold and rapid expansion through lower cost. ? In addition, as far as the experience of consumers is concerned, although traditional underwear has different sizes and styles, it is difficult for everyone to adjust. Moreover, due to the poor feeling of offline experience, many girls are more resistant to the embarrassing experience of trying underwear offline. The comfort group, represented by size less underwear, takes women's "pleasure" as its criterion, focusing on how to meet women's needs, which facilitates a large number of online consumers who are "unwilling to try" and thus develops its own customer base.

According to a market survey conducted by AI media consulting, in 2020, 76.6% of consumers in China prefer to choose rimless underwear. It can be seen that the awakening of women's consciousness is indeed an opportunity for the rise of comfortable underwear, and the epidemic has indirectly promoted the development of these emerging brands living on e-commerce platforms. However, the popularity of this type of underwear is inseparable from some advantages of this type of underwear. ? Seeing that the market share is occupied by the burgeoning "ubras", the old Chinese underwear brands, which used to rely on dividends, will not give up easily

At the affordable level, the "Chinese version of Weimi" city beauty changed its spokesperson from Lin Zhiling to Guan Xiaotong, and the brand image began to change from sexy to practical; At the high-end level, amo has grasped the upsurge of female consciousness and launched a series of female topics for marketing. At the same time, it has deeply cultivated the market segments and created a multi brand matrix. Among them, Huxi, its brand, is directly benchmarked with ubras.

According to the data of China Textile Economic information network, from 2014 to 2019, the market scale of China's underwear industry has increased from 225 billion yuan to 461.7 billion yuan, an increase of 1.05 times. In this market, which is called "the last cake of China's clothing industry", the competition between new and old underwear brands is just beginning