New domestic brands of women's underwear are strongly dominating the rankings, with the industry size increasing by 30 billion yuan in 5 years
Publish Time
2022-01-13
This year's Double 11 shopping festival saw new brands dominating the underwear sales charts. Ubras and Neiwai took the top two spots in underwear sales from 0:00 to 24:00 on November 1st. These new brands are even gaining popularity overseas. According to Tmall and Taobao Global Double 11 data, underwear brands accounted for half of the top ten fastest-growing Chinese apparel brands. NEIWAI, Na Tang Pai, Ubras, Jionai, and You Keshu, all new generation Chinese underwear brands, experienced explosive growth in overseas sales, exceeding 100% year-on-year growth. The domestic underwear market has shifted from a focus on sex appeal and underwire support to a more diverse market with brands focusing on areas such as non-wired, seamless, and cup-size specific designs. This caters to diverse consumer needs and has led to significant market reshuffling. The rapid rise of new brands has attracted substantial capital investment, while traditional underwear brands have seen slower growth or even declines, losing favor with younger consumers. New Brands Gain Capital Favor "For a long time, the domestic underwear market was quite homogenous, closely related to the overall development of the industry." said a veteran underwear designer, Ah Pu (pseudonym), in an interview with Time Weekly. Previously, most underwear emphasized lift and support, but underwire technology was limited. "Underwire is meant to define the contour between the breasts and chest cavity, but many underwires are not designed to accommodate different body shapes and use stiff materials. This mismatch between the underwire and the consumer's body shape significantly impacts comfort." Ah Pu explained. This is partly due to the traditional underwear companies' "strong channel, weak user" sales model. "Traditional underwear companies primarily rely on offline stores, communicating more with distributors than consumers. The distributors' purchasing decisions influence the companies' market judgment." Ah Pu further analyzed, leading to a disconnect between product development and consumer needs. Over time, underwear companies have become stuck in their existing product designs.
This year's Double 11 shopping festival saw new brands dominating the underwear sales charts. On November 1st, from 00:00 to 24:00, Ubras and Jionai secured the first and second places in underwear sales, respectively.
These new brands have even become popular overseas. According to Tmall and Taobao Global Double 11 data: Among the top ten fastest-growing domestic apparel brands, underwear brands account for half. NEIWAI, Na Tang Pai, Ubras, Jionai, and You Keshu—China's new generation of underwear brands—experienced a collective surge in overseas sales, all achieving over 100% year-on-year growth.
It's clear that the domestic underwear market has shifted from a focus on sex appeal and underwire support to a market with brands strategically focusing on areas such as sizeless, seamless, and specialized designs for larger or smaller busts. This not only caters to diverse consumer needs but also signifies a period of intense market reshuffling.
The aggressive rise of new brands, attracting significant capital investment, has led to slower revenue growth or even declines for traditional underwear brands, causing them to be perceived as 'outdated' by younger consumers.
New Brands Gain Favor with Investors
“In fact, for a long time, the domestic underwear market was quite homogenous, closely related to the overall development level of the industry,” said Apu (a pseudonym), an underwear designer with years of experience, in an interview with Time Weekly.
Previously, most underwear emphasized lift and support, but underwire technology was limited. “Underwire exists to define the contour between the breasts and chest cavity, but many underwires aren't designed to accommodate different body shapes and use rather stiff materials. As a result, the underwire in some underwear doesn't fit the wearer's breast contour, significantly impacting comfort,” Apu explained.
This is related to the traditional underwear companies' "strong channel, weak user" sales model. “Traditional underwear companies primarily rely on offline stores, having far more interaction with distributors than consumers. Distributors' purchasing choices influence the companies' market judgment,” Apu further analyzed, explaining that this leads to a disconnect between product development and consumer needs. Over time, underwear companies tend to stick to their existing product styles.
Related News
Contact Us
Address: No. 2, West Side, 5th Floor, 7th Building, Warehouse of Shantou Textile Import and Export Company, Chencuohe Village, Hengshan Road, Long Lake District, Shantou City
Tel: tel:+8613376796857
Email: stjinpan@qq.com
Website: http://www.gdjinpan.cn
Mobile Client