"Let's treat a piece of Underwear like fashion." Taobao shop owner Cao Hongfei, the founder of underwear, once sent such feelings. Her shop appears in Taobao underwear with a medium price, high aesthetic and high design sense, and she stands out from the crowd. In the past three years, Taobao stores like Yiyi underwear are growing on a small scale and growing rapidly.
“No rim underwearâ€, “silk, print worn pajamasâ€... These originally intimate pieces are becoming hot with the outbreak of social media. For underwear designers and brands, the industry seems to have reached a best watershed: the potential for unlimited consumer demand, the blue ocean market to be explored.
In July 2016, CBNData, the first financial business data center, released a report on the trend of women's underwear consumption based on Alibaba's big data. The report shows three major trends in the women's underwear industry: youthfulness, integration and functional segmentation. Turn.
The consumption of women's underwear presents characteristics such as branding, high-end, refined, diversified and personalized. The reasons for these characteristics are the consumption upgrade and the change of the population structure. This industry is still in the development of the dividend period, the driving force of industry growth mainly comes from the emerging channel of e-commerce and the gradual maturity of consumer spending habits.
The qualitative change is happening quietly in this industry.
Stylized transformation of the whole category
"Female underwear consumption trend report" shows that the current domestic intimate clothing industry (involving commodity categories including women's underwear, underwear, pajamas, thermal underwear and underwear) is in a period of rapid growth, with annual growth rates both in double digits, 2013 - The compound growth rate is expected to exceed 90% in 2018.
In the face of rising industry growth data, the brand concentration of the underwear market is still high, forming a four-day situation of "Zhu Anfen, Ai Mu, Mannifen, An Lifang", the competition pattern is relatively fixed, and it is difficult to change in the short term. Moreover, the four major brands and their sub-brands have already hit the Internet and have achieved good results.
It is reported that Taobao underwear is mainly based on wholesale market goods + offline brand distribution, and gradually formed the ecology of brand direct marketing + Amoy brand symbiosis, and emerged the first generation of Amoy brand such as the secrets of Goreer, Runwei and crab.
In the early days, Taobao underwear was the most primitive attraction with low price. In the thermal underwear market, it has been flooded with the products of “Nanbei Yu (Antarctic, Arctic, and Yu Zhaolin)â€. After the foundation of the warm clothing underwear is popularized, consumption The upgrade began to emerge, and the quality thermal underwear represented by Shuya and Top is developing rapidly. And underwear brands like Curious Miss, NEIWAI inside and outside the front, represent the emerging power of Taobao underwear. However, most underwear sellers are still in the rough operation and explosion thinking.
Some changes are happening. In the Taobao underwear industry, the most intuitive change comes from the visual presentation of promotional activities.
In the double 12 Taobao underwear activity page, new cutting-edge shop blocks were added to enhance the visual impact and highlight the design sense of the shop page, so that Taobao underwear greatly reduced the page skip rate, and squeezed into the apparel industry third, the merchant double 12 Sales are more than double the same period. Vision has become the first target, and further precipitation of consumers requires the ability of merchants to improve the selection of goods, design and development, style, and brand attributes.
The platform began to work. The head of Taobao women's underwear category, Qiao Qiao (Famous Name) introduced the "dress painting". In 2017, for the industry planning of Taobao underwear, the existing businesses will be sorted out first, and the qualified applicants will be marked with the ifashion label. Operation.
Jojo said that since the beginning of 2017, the existing merchants will be divided into two dimensions:
1. New business: have their own development design and original ability to form a new brand business with their own characteristics
2. Style business: Have their own unique visual expression ability and their own uniform style of goods, form their own style, have a fixed crowd. At present, the mainstream styles include sexy, youthful, and simple, and will continue to expand different groups and styles in the later period.
Qiao Qiao emphasized that the consumer groups and women's consumer groups faced by Taobao underwear are similar people. These consumer demands are characterized by explicit, diversified and younger. Underwear merchants can find demand points from women's clothing businesses and learn from the operation methods. . For example, to improve the group cargo capacity or product design capabilities, use the new to drive consumption, fan operations, maintenance of old customers.
There is also a larger market gap in the category. According to Qiao Qiao, the brands based on home clothes in the market are almost blank, but it is not difficult to find out from the consumer demand that home clothes are an indispensable vertical category in the underwear category. Underwear is no longer limited to a single item in the bra, home clothes, sports underwear, and even smart underwear. These multiple product lines, born out of consumer demand, enrich the industry and increase the choice of business transformation.
Underwear brand diversity is small and beautiful
The savvy red shopkeepers saw this blank market. During the double promotion period in 2015, the Red Man Store has begun to enter the underwear market. Zhang Dazhao, 阮VC, Mrs. Qian, etc. all opened stores in Taobao underwear. Among them, Zhang Dazhao's underwear store exceeded 2 million sales in the double 12 day, and 阮VC also has a good ranking in the industry. According to Qiao Qiao, in the development of goods, the Red Man store pays great attention to the wearing experience of consumers, hoping to gain the trust and reputation of fans.
In addition to the red-haired people with their own traffic, "World Network Merchants" previously reported that the main non-steel bra brand "NEIWAI inside and outside" was founded in 2012, the founder Liu Xiaoyu started from the market segment, the main wear comfortable and zero body, which is At that time, the traditional market environment that emphasized the gathering and the use of thick chest pads to shape the female chest curve was reversed, but the brand emphasized the simplicity, comfort, and self-consciousness of women, and the crowds of female white-collar workers from first- and second-tier cities.
The success of NEIWAI inside and outside attracts the attention of investors. In 2015, after NEIWAI received 10 million yuan of financing from the Pre-A fund, the next year, it was led by Qifu Capital, and the real fund and the investment of tens of millions of RMB A round of financing. Under the promotion of capital, while the inside and outside invested in the gym, the first store was officially opened in Shanghai in December.
Look at the big area. According to the interface report, the wear of the pajamas on the global scale in the past two or three years has given many opportunities for the birth and development of pajamas. Good at big print shirt set FRS, Sleepy Jones, which is most often used by street shooters, and Sleeper, which was founded by two former Ukrainian fashion editors, are the products of this trend. And many ready-to-wear brands have also opened up their pajamas product lines, such as Kate Spade and Equipment.
As the "master of the wardrobe", consumers are having more voice and choice and pushing the industry to make changes. Obviously, some savvy merchants are already ahead.
Case 1: Curious Miss Lingerie
In 2014, Mandy, who had just resigned from a luxury brand, co-founded the “Curious Miss†lingerie store, which features affordable, lightweight lace lingerie inspired by their own needs and market gaps.
“There is no domestic brand with light lace as the main product, and the European and American brands that can be bought in the market are worth thousands of yuan, so we want to be able to make a relatively cheap lace underwear brand.†Curious Miss’s store style is outstanding, products It emphasizes the sexy theme of life and fun, and the unit price is about 160 yuan. And this price in the entire Taobao underwear category, is a high customer order.
Mandy lamented that at the beginning of the business, he only took the capital-saving mentality and invested a total of 500,000 yuan in starting capital with the partners. He did not expect to receive several million yuan in revenue in the first year, and reached nearly ten million in the second year. It grows rapidly and is profitable. Today, Curious Miss has reached the annual revenue of 30 million yuan, with a gross profit of 40%.
Mandy emphasized a few points for being able to grow quickly
1. Enter the industry early. At the beginning of Curious Miss, the entire Taobao underwear category was not rich, and shops like the curiosity group and the design products could be taken off.
2. After determining the style, the precise crowd. Ms. Curious has locked in product and store style since its inception, and is relatively attractive to attract consumers to the market and save operating costs.
Case 2: One underwear
"With my years of investment management, the underwear market that meets the needs of a new generation of consumers is definitely the blue ocean market." Cao Hongfei, the founder of Yiyi underwear, is an investment industry. In 2015, she and three entrepreneurial partners saw the underwear industry. Into it. This business model, which is based on product selection and design and operates under the brand model, is exactly what the Mandy team is trying to build. And Cao Hongfei’s underwear has gone further on this road.
Cao Hongfei said frankly that the clothing industry has a pain point in the supply chain. Therefore, the team chose and started from the supply chain, through the Alibaba B2B wholesale business, invested 9 million, while connecting the underwear manufacturing suppliers, while integrating their own supply chain. After one year of development, the B2B business reached a monthly sales volume of 120,000 yuan, and the operation of the brand store was started by the way of the supply chain incubation brand.
In 2015, Yiyi underwear set up Taobao shop, invested 2 million before and after, and began to make profits after one and a half years. Taobao stores reached 3 crowns within half a year, and the annual turnover of single stores exceeded 11 million. The style of the store is positioned as a simple style. The products are mainly made of light and thin steel rings and seamless underwear, and the main products are high-tech fabrics.
“We spent 4 months planning visual image, giving the model a prominent image through the product, matching the product in makeup and presentation, and deepening the brand impression.†Today, Cao Hongfei began to broaden the product line and category, and broaden the number of SKUs. Up to 200, and on-line home service, sports underwear, and the development of smart underwear.
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