"The Second Half Of Her Economy" Reveals The Development Strategy Of Seamless Body Shaping Industry From Amelia

In the 21st century, a new type of body shaping underwear has emerged, which makes the rapidly changing underwear consumption environment face new challenges and opportunities. In the wave of her economy, Chinese women in 2022 Underwear According to the forecast of iResearch consulting company, the market scale will reach 174.6 billion yuan in 2026. With the increasing demand of underwear consumers for health, comfort and beauty and the continuous development of online shopping channels, seamless products with higher comfort have become the new demand and new growth point of emerging trend categories.

　　 Insight into customers and focus on the functional needs of consumers

At present, the players of women's underwear industry mainly include traditional brands such as adore and urban beauty who have been deeply cultivated in the industry for many years, as well as the Internet, such as internal and external and uberas, which are rapidly gaining momentum with the help of capital and marketing Underwear brand ; The second is to deeply cultivate the industry. Under the background of advocating domestic products, brands such as amerais, which are rapidly rising, have advantages in product research and development, production, sales, supply chain, and channel layout, which are hard for emerging underwear manufacturers to surpass.

How to meet the needs of customers, what kind of underwear is really healthy and comfortable, and what kind of brand can become a real so-called domestic brand? The author visited many underwear brands with doubts, among which Amelia left a special deep impression on the author.

Full name of Amelia Zhejiang aimeilai Clothing Co., Ltd Established in 2003, located in Yiwu, Zhejiang Province, and supporting the 12 Mu modern production plant, Amelia always adheres to the business attitude of evolving with the needs of consumers. Based on its insight into the market trend and cultural trend, it constantly adjusts its brand strategy, upgrades its technical strength, continuously invests in the product matrix, innovates its R & D technology and brand image, We should deal with the competitive pressure brought by the wild growth of new brands and keep the competitive barriers. Since 2003, Amelia has been committed to the pursuit of health, aesthetics and comfort. It has always focused on the underwear manufacturing concept of "seamless, healthy and ecological". It is the brand of seamless slimming collar in China and the standard setting unit of seamless body shaping clothing in China and even in the world. It has become the most representative brand of seamless body shaping products in China and even in the world. In addition to the sense of beauty and beauty, the sense of beauty of the body and the sense of beauty of women's body are gradually changed to meet the aesthetic needs of women.

　　 Seamless, comfortable

What kind of underwear is comfortable? With the concept of "women comfortable and embracing themselves", it has quietly penetrated into the market of women's body shaping underwear, which also subverts the previous product principle of "shaping by pressing the body". According to Euromonitor, a market research firm, when investigating the body shaping clothing market, "women care about their clothes, but they care more about comfort. In the past, body shaping clothes used to press the body shape with violence, but now, it is used to improve the body shape, which is comfortable, rather than the traditional violent extrusion.".

As the standard setting unit of Chinese textile seamless body shaping clothing, Amelia has invested a lot of resources in slimming series products, striving to create a series of slimming products that are really suitable for Asian women for the majority of female consumers. Up to now, Amelia has developed a number of state-owned self-developed slimming series of products, which has long become the advocate of seamless slimming in China. Offline, Amelia has more than 5800 + brand image stores, covering two-thirds of China's provinces. It has also opened up online e-commerce channels and realized the online + offline dual linkage marketing mode. 　

　　 Aimeilai Yintai store

　 1. Seamless feeling of slimming products

From the very beginning of its establishment, Amelia has attached great importance to the pursuit of health and comfort. Even when the competitive pressure of the industry is increasing, it still adheres to these two basic standards; It is this insistence that the product quality has always been at a high standard, giving priority to the user's experience.

Seamless is an important feature of the body slimming products of aimeilai, which is different from other brands of body shaping products. Because the seamless process of aimeilai is produced by weft knitting with novel special equipment, it is basically one-time molding, producing high elastic clothes. Using this high-tech technology, the slim body shaping products do not need seams at the waist, buttocks and other parts, Only in the crotch part, the patch technology is needed as the next process; Seamless slim body shaping products can fit the skin well. The seamless connection of waist and hip also makes wearing more comfortable and natural, which is always favored by female consumers.

　 2. Pressure feeling of slimming products

At present, most of the body shaping clothes on the market are made by weaving ordinary single elastic yarn together, while the ameray slim body shaping clothes are made of high elastic integrated technology and Shuku silk + far-infrared + Lycra composite fabric. This fabric combination can well solve the pain point of "tight and tight" of body shaping products, so that the body can gradually adapt to the body shaping products through reasonable pressure, so as to gradually help the wearer shape. Take 5557 body shaping pants as an example. In the product test, the pressure of this type of pants is between 2800-3600pa, which is within the acceptable light pressure range of the human body. The upper body feels relaxed and comfortable without any sense of pressure.

　　 3. Comfort of slimming products

In the aspect of body temperature adjustment, the body temperature can be adjusted by using this kind of fabric; For example, in summer, using the advantages of Shuku silk fabric, it can well block the hot air outside the body, so that the sweat can be absorbed and evaporated quickly; The moisture absorption and perspiration of Shuku silk is 216 times that of ordinary cotton, so it can be imagined that this is much more comfortable than cotton clothes. Shukusi has 48 fibers in one yarn, and it feels softer than other brands' 28-36 fibers.

It can be said that Amelia's products are the true interpretation of its business philosophy. Regardless of the cost of research and development, it is only to create good products to meet the needs of consumers and a good slimming garment that can stand the test of consumers!

　　 Emile, the slimming expert around you

With the development of women's online shopping habits and the increasing convenience of the Internet, online shopping slimming products have also attracted more attention. The online sales channel of ameray reduces the dependence on offline fitting, relieves the inventory pressure, and shows the characteristics more suitable for online sales through fine classification of product catalog, long-term manual customer service, housekeeper type after-sales service, etc. "2022 China Women's underwear industry research report" of iResearch consulting company shows that 71.06% of the respondents spend more on underwear than before. The consumption concept of Chinese consumers has changed from pursuing beautiful style to focusing on comfort and practicality, which makes the market opportunities of underwear and body shaping products more broad.

So far, Amriy After entering the online underwear market, the company launched online channels such as tmall's flagship store, Jingdong's official flagship store, pinduo's official flagship store and xiaohongshu's flagship store. We will continue to optimize the capabilities of traditional underwear enterprises in product production, product design, sales channels, marketing and other aspects, enhance user stickiness through channel integration, and build Omni channel barriers. Consumers can consult customer service personnel through online channels, and then purchase seamless slimming products. In a real sense, Aimei Lai can realize "the slimming experts around you" in a real sense, and help the majority of beautiful and healthy women to have a more perfect body!