Analysis on the development of Internet underwear industry

- May 16, 2019-

    in the past ten years, the electricity has been a hot phenomenon and the hot topic, from the beginning of doubt and controversy, to fear and adrenaline, after now default and hug, electricity had acquired countless capital and enterprises, has experienced numerous innovations and iteration, making it become a kind of new shopping channels and consumer experience.This paper analyzes the development status of China's Internet + underwear industry in 2018, and forecasts the market trend of the industry.

    Underwear, mainly refers to wear in the inner clothing, usually direct contact with the skin, is one of the necessary clothing.In a broad sense, underwear includes bra, underwear, body shaping clothes, warm clothes, sports underwear, swimsuit, pajamas, home clothes, bathrobe, etc.In a narrow sense, underwear usually refers to bras, underpants and shapewear, etc.

    In the past ten years, the electricity has been a hot phenomenon and the hot topic, from the beginning of doubt and controversy, to fear and adrenaline, after now default and hug, electricity had acquired countless capital and enterprises, has experienced numerous innovations and iteration, making it become a kind of new shopping channels and consumer experience.As a fine category in the fashion industry, underwear has been dancing with e-commerce for a long time with fruitful results. As early as 2015, retail sales have exceeded 30 billion yuan.

     Industry development status I: more and more new brands have obtained underwear financing

Throughout the domestic Internet + underwear market, in the past two or three years, more and more new brands have obtained underwear financing. However, these financing underwear brands are still in the early stage.These electronic underwear brand mainly focus on solving the discomfort brought by traditional underwear, poor online purchase experience, product homogenization and other pain points, the pursuit of design, channels, categories and other diversification.

    Industry development status ii: e-commerce brand toward the omni-channel development

From the perspective of e-commerce brands, it has become a big trend to develop offline. In 2008, one year after the online development of gerell, it opened its first offline experience store. Up to now, it has 40 or 50 stores, most of which are direct-sale stores.Runwei also opened its first store in 2013, and the brand plans to open about 20 stores by the end of 2016.Chundu, another home-based clothing brand, has opened its first brick-and-mortar store in chengdu since it was founded in 2011.Both mbatha and lamu have announced to open more than 30 offline retail stores. In July 2015, mbatha opened the first digital fast fashion flagship store on nanjing west road in Shanghai.As early as 2013, lanmiao laid out offline channels.

    Industry market trend: brick-and-mortar stores + new retail is the ultimate trend of Internet + underwear in the future

     As a commodity with strong connection between purchase desire and experience, consumers will pay more attention to the experience of underwear. A recent survey of 13 million consumers shows that when people buy clothes online, they are most concerned about the following aspects: fit, quality, size and comfort.Therefore, as a product with higher requirements for experience, underwear cannot get rid of the independent existence of offline and online, but should be integrated online and offline.Traditional underwear brick-and-mortar stores need transformation to stand in the gap of the underwear industry. Brick-and-mortar stores + new retail are the ultimate trend in the future."In the next 10 or 20 years, there will be no e-commerce, only new retail," ma said."New retail" the arrival, can let the entity store counter attack, usher in a new dawn.