The new wave of Chinese underwear in the historical process

Writing / Chen Jiying

Edit / Wan Tiannan

"Initially, they will refuse; then, they will feel pretty good; in the end It is used to happy women, so comfort and style are just as important.

But after more than 100 years, his ideal of struggle for life still failed to achieve all.

Today, about 80%of women around the world do not wear suitable bras -and a study from the Jiangsu Provincial People's Hospital shows that improper branches can cause breast hyperplasia and other diseases.

This heavy task is now in the hands of head brands such as urban beauty.

Urban Beauty and China Textile Commercial Association underwear committee, Jingdong Clothing, and Forely -desired Industry Research Institute jointly released the "Chinese Women's Lingerie White Paper" (hereinafter referred to as "White Paper") revealed that women's underwear categories can reach more than 200 types -this means The accuracy matching at both ends of the supply and demand is extremely difficult.

The "professional underwear" with thousands of people and thousands of people is a new answer found by the city of the city, and it is also the daily thinking question of the founder Zheng Yaonan.

Earlier, when studying size -free underwear, the urban beauty design team found that it was difficult to take into account the comfort and perfect top support.

Until one day, Zheng Yaonan and the designer drove across a cable cable bridge, and he was light.

This is the tip of the iceberg of urban beauty to solve the "professional underwear" -based on the above -mentioned inspiration, integrates architectural mechanics and ergonomics, uses cable cable soft support technology, upgrade the underwear force structure, use the [Sichuan] glyph structure to replace the traditional steel ring instead of the traditional steel ring , Slow down the sagging of the chest, stabilize the chest to close the chest, and achieve both comfortable and stylish.

It is no longer "sexy" to please men, nor blindly selecting thousands of people with no size underwear, and thousands of professional underwear, which is changing the historical process of the Chinese underwear industry.

"Professional" leads a new wave of underwear

The historical process of any industry always moves forward in twists and turns.

From the end of the last century to around 2018, the main sexy Victoria's limelight is flourishing, but with the rise of women's autonomous consciousness, it has criticized its "stereotypes", "only thin and beautiful", and "pleasing men". Gradually away from the center of the stage.

After Victoria's retirement, in the past three or four years, no -size underwear has a righteous vent.

New brands who are good at marketing have equivalent to simple and rough with a sizeless underwear with "comfort", and poke the countless pain and high pressure pain of countless workplace white -collar workers.

In fact, no size is not new, but is derived from the imported products of Japan. Urban beauties have already developed relevant categories, but because their products are extremely diverse, they have not excessively raised size without underwear.

In essence, "universal universal theory" is "lazy".

From the perspective of the supply side, the differential size from A to G, as well as complex cup types such as 1⁄2 cups, 3⁄4 cups, triangular cups, all cups, and The diversified functional needs are the ultimate test of the supply chain. For new players who are good at marketing, but the supply chain is weak, it is unbearable.

Therefore, a relatively simple size -free underwear has become its main money and its marketing breakthrough.

From the perspective of demand, no -size underwear cannot actually meet the diverse needs of users.

Among the Douban "Everything About BRA" group that gathered nearly 400,000 people, there were women who spit out and bought a new brand without size underwear. Essence

After some users experience a few models, they suddenly realized.

In the final analysis, no size underwear can only meet the needs of specific groups.

In this regard, Peng Guifu, president of the China Textile Business Association underwear committee, has a sharp assertion that there is no universal size without underwear. , And it will cause oppression to the big breasts. "

The market has gradually corrected the correction -magic mirror report shows that in the second half of 2021, the growth of no size underwear began to be weak, and the increase was even less than the overall brake market. New players who originally played a size without size have also been launched. Essence

At the time of the size of the size without size, the urban beauty as the number one player in the industry has not followed the trend of over -marketing, but instead of adhering to its own way.

The 24 -year -old urban beauty has become a leading professional underwear in the country. Its aimed professionalism, with the trend of consumption upgrade, is redefining new waves of underwear.

First, from the perspective of trends, at present, women's underwear takes into account diversified needs such as functionality, dressing, comfort, and aesthetic nature. According to incomplete statistics, it can reach more than 200 kinds.

To meet diversified needs, it is necessary to match professional underwear.

Secondly, from reality, at present, due to the lack of professional knowledge, Chinese women do not know enough about their chest size and chest shape. At the same time, most brand products are relatively single, and the industry's authority is insufficient, and the underwear industry is chaotic. The upper reaches of the market lacks sufficient science science knowledge and professional guidance. Under multiple factors, the purchase of women's underwear is in the "blind selection" stage.

However, according to "White Paper", blind selection is not suitable, which will bring multiple hidden dangers, such as pseudo -pair of milk, breast sagging, breast expansion, etc., and the underwear is too tight. Damage, skin infection, etc. As the leader of the industry, the urban beauty jointly publishes a white paper, which is the mission to make it possible to popularize the concept of professional underwear and fill the black hole of women blindly choosing underwear, making science wearing underwear a popular habit.

Urban Beauty's "professional" confidence

After playing the banner of "professional underwear", how does the city beauty be implemented?

In the final analysis, the so -called professional is not a "self -hi" innovation.

The essence is from the product -centric, the change of the road is the user -centric, examine and insight into the diversified needs of thousands of women and thousands of (scenes). Through rich and scientific supply -side reforms, they will be accurately matched one by one. Then it can achieve the global satisfaction of the mainstream market.

From this dimension, the premise of professionalism is to understand and insight the real needs of users -it takes time to precipitate instead of being done overnight.

Nowadays, urban beauty has won more than 60 million female users. It has about 32 million Asian female breast databases and has also participated in and dominated the formulation of multiple underwear industry standards in China.

Going to listen to user needs, it has become the gene of urban beauty. Zheng Yaonan claimed to be "the most woman in China". The executives went deep into the front line and visited the national stores. It was normal to take tens of thousands of steps every day.

This habit is not only from top to bottom, but also a bottom -up echo.

Offline, more than 4,000 stores are "information receiving stations" that collect users' feedback;

And online, urban beauties will also pay attention to Douyin, Tmall, Jingdong, Vipshop and other channels to observe the trend of underwear consumption;

These data will eventually be summarized to the customer management department, and Zheng Yaonan will also view itself, "I do not have a level between consumers and me";

Massive data accumulation+rational accurate analysis+perceptual direct feedback can allow urban beauty to grasp the pulse of the user in real time.

Secondly, professionalism also means redefining the relationship between customer base.

At the "White Paper" press conference in early July, the urban beauty official announced the spokesperson for the "Hundred People Portrait".

"Under the label of urban beauty is a group of women who are confident and self -reliance, forward -looking, self -consciousness, and unique personality. She can be ordinary, but they all have extraordinary stories. This is the gene of urban beauty." Essence

Li Xiaoyu, the founder of "Soul with Soul", also "confess" on the spot: "I think women have three age: physiological age, visual age, and mental age. Urban beauty accompanies us from girls to mature, which is physiological companionship. Make women look better, more mature, and visually. Let us be comfortable and self -consistent. This is the company's companion. "

No longer use a single label such as "sexy", to frame the brand image, but to discover to show the beauty of ordinary women's personality. From this, we can connect and resonate with the public group to echo the thousands of people and thousands of people. Professional requirements.

Third, improve professional supply chain support.

As mentioned earlier, the new players of the bras in the breast industry are starting from the "size without size". In essence, the supply chain complexity of this product is relatively low -no size means that the SKU has doubled.

The professional underwear production and testing process contains more than 200 processes and projects. It has high technical barriers. It requires the cooperation of human -machine and cooked man -machines. The entry threshold is high -new players are unbearable, so they have to detour.

Taking a typical urban beauty lace body clothes as an example, including fabric weaving and dyeing, 3D three -dimensional opening molding, molding film pressure production, product sewing manufacturing, full -process quality inspection and 100%inspection, physical and chemical testing, physical and chemical testing Wait for 5 major modules, with a total of more than 220 processes.

The comprehensive landing of professional underwear strategies is inseparable from the comprehensive collaboration of upstream and downstream supply chains.

In terms of raw materials, the CP of Urban Beauty includes the head fabric vendors of the global industry; and the top 5A antibacterial products of China Shipbuilding Heritage of the top military technology enterprise in China; Huaxi Biological launched hyaluronic acid fabrics, etc.

On the logistics side, the intelligent logistics center of the leading industry has been established, and the integration of warehousing and distribution is reached to radiate the country;

On the production side, promote the refined production and process upgrade of the underwear industry, reduce the 80 processes of underwear production to less than 30, and so on.

Fourth, hardcore innovation and technology lead.

Since 2009, the urban beauty has obtained a total of 457 national patents. It has created a national laboratory in the industry.

Brand, sales, supply chain, science and technology, and channels leading, like a few leaves of the wind leaves, run at high speed, around the central axis of "professional underwear" to achieve the upgrade of urban beauty.

"Professional" recreational urban beauty

Professionalism echoes the new wave of the underwear industry, and it is also expected to recreate the urban beauty.

From the perspective of the user.

The research and development of "White Paper" shows that women's preference for underwear consumption is greatly different: young women pursue fashion trends, middle -aged and elderly people favors comfortable wearing, professional women love to have underwear, exquisite mothers look forward to improving their breast sagging, and generations in the Z preferred trend.

Based on professional positioning and echoing multiple needs, urban beauty only has branches, developing over 300 models each year, and subdivided 21 different functions. From the first underwear of the girl, to the career, the happy mommy, the big cup series, and the leisure sports sports Wait, match the different ages of women to meet the needs of different scenarios, and accompany women to grow along the way. In addition, the per capita consumption of Chinese women's underwear still has a vast growth space. At present, the average annual consumption of Chinese women's underwear is only $ 40, which is far lower than the US $ 100 in the European and American markets. In terms of consumption frequency, Chinese women's underwear per capita is only four times a year, only one -third of European and American women.

In the future, the underwear category that fills this difference is to adapt to professional underwear of different scenarios and different ages.

When urban beauty can provide a variety of underwear, female users do not need to wander the left and right to choose from different brands. They can realize one -stop procurement in urban beauties. Users are expected to increase their stickiness and loyalty for urban beauty.

From the perspective of the industry, the "White Paper" predicts that in 2030, the scale of the Chinese underwear market is expected to increase from 176.9 billion in 2021 to 495.3 billion.

The current Chinese underwear industry is extremely fragmented. In 2021, the total market share of the top five brands in the Chinese market was only 8.9%, which was far lower than 61%of the United States and 68%of Japan.

In the entire underwear market, a few high -end underwear tunes are high and widow.

Based on professional positioning, the urban beauty can provide not only providing a wearable experience comparable to high -end underwear, and at the same time, it can also ensure the ultimate cost performance. With the pursuit of rational consumption in first -tier and second -tier cities, and the upgrading of collective consumption in the market, the two waves are superimposed and integrated, high prices vanity vanity Consumption, low -cost and low -quality consumption have been retired. In the future, urban beauty can meet the mainstream and common needs of users in the whole region and promote the higher market concentration.

History does not repeat, but often rhyme.

Relying on the professional high -level scene, in fact, it has been staged in the fields of shoes and clothing. Anta and Nike have benefited from professional positioning.

As a latecomer, Nike completed the counterattack against Adidas. It was precisely because of the professional fields such as basketball that established brand prestigious prestige that he picked up the enemy's gun and ranked in the "one brother" of the global sports shoes and clothing.

And Anta relied on its "professionalism" to become the biggest winner in the battle for the title of Winter Olympics this year. You know, in the Olympic Games, the skills of top athletes are sometimes different. Equipping shoes and shoe clothes have become a key point to determine the victory. Therefore, if the professional ability does not pass, there is no chance to sponsor the Olympic Games at all.

Underwear, it connects the body of a woman, protects the dignity of women, shows the personality of women. It is not known that it is a female color.

Do not use a single label to decide the beauty of women, do not need to over -market to mislead the choice of bras, popularize scientific purchases, and supply professional underwear, so that every woman does not need to take it, it is the correct direction of the new wave of the underwear industry.

- END -