Brand Strategy Determines The Future Of The Business Form Of Home Wear And Underwear

According to the public data, in 2020, when the overall sales volume of the clothing industry is declining, the sales volume of the household clothing / underwear industry will show an explosive growth. In the past year, the market size of the home clothing industry will increase from 30.17 billion yuan in 2019 to 54.85 billion yuan; The market scale of underwear will increase from 123.9 billion yuan in 2020 to 127.5 billion yuan in 2021. (data source: report on in-depth investigation and development prospect analysis of China's household clothing market from 2019 to 2025) home life during the epidemic period has changed the way people live and work, and promoted people's attention to healthy home life.

Focusing on women's underwear, influenced by the environment of the times, the new generation of young consumers are no longer limited to the functional value of the product, but also pursue the emotional experience and spiritual value behind the product. They are willing to pay for the brand premium and spiritual culture. The rise of rimless underwear such as Nei Wai and ubras has raised the topic of "equal rights in body". In 2020 alone, new underwear brands such as milk sugar pie, Suji liangpin, jiaonei and Maia active have successively received financing of tens of millions, tens of millions and even hundreds of millions of yuan, The former underwear giant "Victoria's Secret" has also started a rapid transformation.

Under such hot discussion, yingshang.com hereby sorted out the top 30 household clothing / underwear brands with the number of stores in the shopping center for reference.

Established for more than 20 years, there are 18 old brands

Although the development momentum of new and sharp brands is strong, most of them are promoted and sold online. Among the top 30 household clothing / underwear brands that have entered the shopping center, 18 are "old predecessors" founded before 2000. Among them, the older ones include Schiesser, which was founded in 1875, triumph, which was born in 1886; Sanqiang, which witnessed the growth of China's textile industry, was founded in 1937, and Hongdou home, which was founded in 1957; Among them, platane, the youngest brand, was founded in 2019 and ranks on the list with 77 shopping centers.

Number of top 50 shopping centers

In terms of the number of stores, 50-100 stores have the largest number of brands, including 11 brands such as Corell, urban beauty, shcer and Schiesser; Only one brand with 200-250 doors is mybody; Manifen, Hongdou home, aimer and anlifang have all exceeded 250 +, and the scale of development is still expanding. Among them, the number of shopping center stores of manifen is 385.

Manifen is the first underwear brand established by Huijie group. Its products are all developed by the professional underwear Research Institute of Huijie underwear Research Institute. In 1996, manifen's first counter opened in Beijing. After years of accumulation and precipitation, manifen's products have covered underwear, home, sports, cotton, men's, children's wear, beauty and other categories, and established six sub brands.

All brand segments include lingerie

In terms of the proportion of business segments, almost all the household clothing / underwear brands in top30 cover women's underwear, of which the main brands of women's underwear account for 73%, the brands of "women's underwear + men's underwear" and "women's underwear + men's underwear + home wear" account for 10%, and "women's underwear + home wear" account for 7%. In addition to quality, the establishment of spiritual core is also an important tool to help the brand "popular".

Founded in 2012 inside and outside Neiwai, it is the first Chinese underwear design brand cooperated by New York underwear store journelle. Adhering to the design concept of "the road to simplicity", the company continuously takes the ultimate comfort of personal clothing as the highest pursuit both inside and outside, and is committed to exploring the intimate relationship between women's body and underwear, which is loved by the new generation of consumers.

In 2015, we obtained the pre-A round financing of Zhenge fund; From 2016 to October 2019, it has obtained the help of many capitals, such as illuma capital, Zhenge fund, vertex Xiangfeng investment, Zhencheng investment, Cifu capital, Huaqiang capital, Zhenge fund, Qiming venture capital and so on. It is a popular young student who is popular in the market and capital among the new and cutting-edge underwear brands.

Mybody was founded in 1996. Since its name, the brand emphasizes the affirmation of its own body. The brand believes that women's figure and dress appeal should be defined and decided by women themselves. Therefore, in product design, women's needs of various shapes and ages are taken into consideration. At the same time, comfort and health are emphasized and diversified aesthetics is highlighted. At present, mybody has opened a number of terminal image stores in high-end shopping centers in more than 60 first and second tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Chengdu, etc.

　　 // Domestic brands account for 80%

Among the top 30 domestic clothing / underwear brands that have been opened in shopping centers, domestic brands account for half of the list, accounting for 80%, including anlifang, urban beauty, Gujin, Adele, coreason, Haobo, etc.

In 1975, the company was born in Hong Kong. With years of experience, the brand has opened up a diversified development model, including“ "Embryform" an Lifang "," fandecie "," e-bra "," etc The eight major underwear brands, including IVU, comfit, iadore andor and luciesworld's Lucy's world, have been operating for nearly 50 years with excellent quality and operation strength. They are the longest surviving underwear brands except Sanqiang and Hongdou.

Urban beauty, which relies on high cost performance and market penetration, was founded in Guangdong in 1998. According to some data, at its peak, urban beauty opened 8058 stores in more than 330 cities across the country. In 2014, urban beauty went to Hong Kong for listing, becoming "the first share of underwear in China". Although affected by the market environment, the brand has been in the loss stage for the past three years, but founder Zheng Yaonan once said in an interview that the city beauty is optimizing its brand through various ways, although it has pressure from all aspects temporarily, But the future of underwear brand is still optimistic.

Shanghai ancient and modern underwear, founded in the 1940s, is the only underwear brand with "Chinese time-honored brand". It has represented China for many times in international clothing exhibitions. Brocade embroidery, freehand ink splashing, Fengyi cloud dress... These elements with Chinese national characteristics frequently appear in bra and underwear products of ancient and modern times. For many years, the brand has been committed to creating underwear clothing more suitable for Oriental women, and has a unique aesthetic style in product design.

Among foreign brands, German and Japanese brands account for 7%, including tutuanna, Wacoal and other brands familiar to the public. Spanish and American brands include Calvin Klein underwear, a famous sports underwear brand, and oyso, a underwear brand of Zara. In 2002, Calvin Klein underwear entered China to open its first special store. Its emphasis on American style simplicity and fashion swept the market rapidly. It firmly occupied a corner of the market in the relatively rare field of men's underwear.

epilogue

As a rigid demand category in clothing, the prospect of home wear / underwear business is continuously optimistic. According to relevant data, the global underwear market will reach 72.1 billion US dollars in 2020, and the compound annual growth rate is expected to reach 7.79% from 2021 to 2026 (data source: current situation and future development trend of global and Chinese underwear markets from 2021 to 2027). While new products emerge in endlessly, old brands are also constantly innovating and upgrading. In addition to the quality of the products, as a business form dominated by women, the change of this format has also been given more social significance. Perhaps in the future, grasping the fashion of the times and correctly planning the brand strategy will directly determine the long-term development value of the brand.