With the increase of Internet penetration and smartphone usage, more and more consumers are participating in online shopping.The emergence of standardized measurement guidelines has also helped fuel the growth of the e-commerce underwear market.This paper analyzes the market overview of China's Internet + underwear industry in 2018, and forecasts the market prospect of the industry.
Industry market overview: underwear e-commerce has become the label of the new era, the strength can not be underestimated
With the increase of Internet penetration and smartphone usage, more and more consumers are participating in online shopping.The emergence of standardized measurement guidelines has also helped fuel the growth of the e-commerce underwear market.Compared with the physical retail industry, the biggest advantage of e-commerce is low cost and cheap price.There are more and more underwear shops on Tmall taobao, and some emerging brands have obtained financing. Although many good brands have not yet met financing parties, underwear e-commerce has become the label of the new era.
Data shows that since the opening of e-commerce channels in 2014, the online sales of urban beauty has maintained a rapid growth.In 2015, 2016 and 2017, the year-on-year growth was 137 percent, 78.9 percent and 73 percent, respectively.
"Manifin", "plus one", "yves..."Lanzhuoli" three brand products in addition to the offline physical counter sales, but also established the Internet online sales.The company's online sales accounted for about 30 percent in 2016-2017.
In the past three years, underwear brand "NEIWAI" has maintained the growth rate of 5-6 times. In 2017, the sales volume reached nearly 180 million yuan, and the number of orders on the double 11 exceeded 100,000.
And since the new retail concept was all the rage at the end of 2016, inman's first new retail experience store opened in March 2017.Wormwood, underwear set up more than a year accumulative total sales has more than fifty million yuan, and strategic cooperation with ali new retail, become a new retail online, offline fusion ali the first landing of the brand, has been basically completed via goods, member services, and fans a touch of all channels, can say online offline operation gradually accumulate experience on all channels.
Industry market prospect: the decentralized market structure provides the birth of new brands with opportunities for change
According to Euromonitor, the size of China's underwear market will exceed 170 billion yuan in 2017.According to Frost&Sullivan, the size of China's broad underwear market was 194.4 billion yuan in 2013, with a compound growth rate of 14.4%.Integrating various information sources, China's underwear market is now a large market with over 200 billion yuan.
Young consumers growing up in the Internet environment no longer have high brand loyalty to big brands, but are more willing to try new brands to express their personality.This brings market opportunity to new brand, no matter from the point of view of market volume and consumer demand, underwear e-commerce is worth cultivating treasure land!At present, the domestic underwear market is still relatively scattered.According to statistics from the qianzhan industry research institute, the top ten underwear brands only account for 10% of the market share in China, which lacks leading brands.This is the birth of a new brand brewing opportunities for change!