New underwear companies seize the “size without size” track


On September 13, Ubras, emerging local underwear brands, announced that China Supermodel Liu Wen was the spokesperson for the new brand. This is undoubtedly an important step in UBRAS’s popularity after the “size -free underwear” became popular in terms of brand value improvement.

UBRAS successfully made a circle with the “size -free underwear” in 2020, harvested large -scale traffic and achieved explosive growth. At the same time, it also set off an innovation war in the Chinese underwear market -internal and external, banana, and trees born on the Internet. Multiple new Rui underwear brands follow -up, and have launched a sizeless underwear; local old underwear brands such as admiration, Mannifen, urban beauty, etc., also chose to transform, abandon sexy labels such as lace, steel ring The underwear is marching, waiting for them is a “grabbing battle” with the emerging underwear brand.

“Comfortable Health” stands on the wind

“High -level design, soft fabric, gentle color matching, suitable tailoring, easy to wear and take off.” Speaking of the advantages of no size underwear, 26 -year -old Wang Xuezan is endless. In recent years, with the rise of women’s “pleasure” concepts, women’s demand for underwear products has begun to change from functional to comfort and healthy health. As an emerging bras of the bra, no size underwear has better elasticity, no steel ring restraint. The same underwear can adapt to different size requirements, which brings a better dressing experience to consumers.

For a while, a comfortable and free -scale underwear market rose rapidly, and the new underwear brands that set foot on this road also entered the market through momentum. Among them, Ubras has the strongest performance.

Ubras was established in 2016. Public data shows that in 2020 UBRAS’s Tmall sales were 1.553 billion yuan compared with 170 million yuan in 2019, a year -on -year increase of more than 800%. According to data from the Tmall platform, during the “6 ยท 18” period this year, the total sales of Ubras exceeded 300 million yuan, occupying the list of women’s underwear sales lists, an increase of more than 300%year -on -year. Required to the back.

Fierce competition in the track

In 2012, a steel -free underwear was launched inside and outside the brands of the emerging underwear, which reduced the size range to S/M/L. No size underwear is a “evolution body” of no steel ring underwear. All the size is canceled. Only one piece of cloth and two chest pads is integrated seamlessly, which greatly reduces the complexity of the production, reduces the price of the item, and reduces it. The entry threshold for new underwear brands.

These emerging underwear brands, which started around 2016, can quickly seize opportunities with “explosive products” and Internet “digital marketing” to gain the favor of capital and markets.

According to the magic mirror market intelligence data, in the first stage of the first stage of the “women’s underwear/men’s underwear/home clothing” in the “6.18” this year, the top three are the emerging brands that focus on size underwear, which are Ubras, respectively. , Inner and outside banana. In the report of the “Chinese Women’s Simple Underwear” report in 2021, from 2017 to 2020, more than 10 emerging underwear brands have received financing. In July of this year, it was announced that it had completed a $ 100 million round D financing internally and abroad.

While the emerging underwear brand continues to seize the market, old brands represented by admiration, Mannifen, and urban beauty are also constantly changing, and they have launched their own size of underwear. It is foreseeable that as more companies enter the market, competition in the size -free underwear market will become more intense.

Insufficient innovation in marketing

It is worth noting that the emerging underwear brand, which is currently in the righteousness, faces the dilemma of lack of innovation in marketing. In order to seize consumers, the emerging underwear brand smashed huge marketing costs for promotion and paid traffic. For example, Ubras’s marketing costs are more than three to five times more of traditional underwear brands. The marketing portf boxing of “KOL grass+anchor+star endorsement” quickly snatched consumers’ attention.

After all gimmick marketing landing, it is eventually reflected in consumer dressing. In fact, there are many questions about sizes -free underwear on the Internet. Some consumers report that no -size underwear is lacking in support and tolerance. In the whole day of wearing, even if it is not in the chest and the breasts in its own cup and weight range , I often encounter the trouble of rushing, empty cups, or chest pressing on the chest.

The unsatisfactory innovation and application of the product side will undoubtedly become a key point for whether a sizeless underwear can go. Data from Tianyan Check shows that in all underwear patents, the design accounts for more than half, more than the sum of the patent of practical new types and invention. In addition, with more underwear companies enter the market, the dilemma such as fierce competition and the homogeneity of products has also made many size -free underwear brands deeply feel pressure.

Some experts in the industry suggested that the production process of “one -formed” is the advantage of size -free underwear, and it also requires comprehensive technologies such as technology, fabrics, equipment and other comprehensive technologies in one step. In the future The all -round upgrade, implementing “underwear technology” with action is not only the guise of marketing, but can truly create a new Chinese underwear category of “long red”, rather than just stop at phenomenal brands.

Source/Workers Daily

Edit/Fan Hongwei