After Victoria’s Secret, the era of rimless underwear has arrived.
Editor’s note: This article from the micro-channel public number “Galaxy Business Bureau” (ID: galaxybiz),:;: span style Joe two Chang, <= "OF letter-spacing: 0px;”>Editor: Yang Zhenxin.
Backed by the huge consumption potential of Chinese women, it took five years to complete a 46 billion IPO with the perfect diary of making a fortune in beauty products. This also allowed its investment institution Zhen Fund to obtain an investment with the highest yield.
In addition to Perfect Diary, the underwear track, which also targets the female market, seems to be getting hotter. Also invested by Zhen Fund, a company called Neiwai, which specializes in women’s underwear, has entered the C round of financing, and its latest valuation has reached 1 billion yuan.
But will the valuation myth of Perfect Diary also appear on the lingerie track? From the perspective of customer acquisition innovation and product innovation, what high-quality opportunities exist for existing domestic lingerie brands?
The era has left behind Victoria’s Secret and urban beauty
As an imported product, Victoria’s Secret has guided the Chinese society’s aesthetic preference for underwear for a period of time. It is tightly bound with words such as “sexy, beautiful, and ornamental” and has become a popular aesthetic culture. The textbook-style show educates consumers to be obsessed with this brand, pay the bill and repurchase. But with the social ideology rejecting body shame and the rise of female consumer self-awareness, the sexy and perfect body that Victoria’s Secret focuses on is no longer a special medicine.
At the same time, as a local underwear brand in China, Metro Lady has gradually encountered a financial crisis in the past two years. When offline stores in the “rural surrounding the city” were siege by the rising online e-commerce, brands also faced the two problems of the slow loss of offline store acquisition and low brand customer unit prices. Zhiling’s voice and body can’t evoke the past brand glory.
After women’s equal rights awareness has swept the world, they have more diverse needs both mentally and physically. Victoria’s Secret’s sexy myth fell to the altar. Beginning in 2017, Victoria’s Secret sales fell 8%. The iceberg is ahead, and the giant wheel has to turn around. In the past two years, Victoria’s Secret has focused its energy on underwear without steel rims and chest pads, even atThe brand slogan was changed to “No chest pad, only sexy.”
In 2019, Victoria’s Secret announced the cancellation of the Victoria’s Secret show that year. This mobile feast may withdraw from the stage of history forever. The epidemic has made the brand’s operation worse. In June this year, Victoria’s Secret UK declared bankruptcy and all 25 stores were closed.
Neither the decline of Victoria’s Secret nor the dilemma faced by urban beauties can be summarized in simple social culture, such as from pleasing others to pleasing oneself, and liberating one’s own nature. Digging inward, the lack of “channel” development and the decline of “product” innovation are the real reasons for the decline of these once brilliant giants.
In contrast, domestic new female underwear brands, both channels and product innovation are doing extremely fast. From the product positioning at the beginning of the research and development stage, to the strategy of market development, to the continuous optimization of the subsequent brand image. Every step is steady and steady, and performance has also soared.
In China, UNIQLO will educate consumers on non-steel-rim underwear at the stage of recklessness, and then Ubras will take over the handover of non-steel-rim underwear. Ubras has done more with products on the basis of Uniqlo. “Liberalization” innovation strives to provide consumers with two conveniences on the track of women’s clothing: better choice and more comfortable.
Later, on the basis of the non-steel-rim underwear track, subdivided underwear brands for big breasted girls, young girls and soft support also appeared one after another.
Ubras offers more size options than its predecessor Uniqlo. Uniqlo is divided into three dimensions: height, bust and size. There are 5 types under the condition of continuous stocking, while Ubras, the highest-selling Ouyang Nana in Taobao store, offers only one choice, all sizes.
Although it is also famous for the comfort of the main steel ring bra, another brand inside and outside NEIWA is taking a completely different path from Ubars. Whether it is the period of brand rise or the current period of brand maturity, internal and external founder Liu Xiaolu will frequently talk about “temperament” in public. The metaphysical brand concept is untouchable and difficult to construct in a short period of time, but it is very expensive. For the inside and outside, it starts with the research and development of design and finally stays true to the idea of freedom.
What new stories can you tell about Internet+Underwear?
The Internet has brought some new ideas to the underwear track, and new underwear brands have begun to look for opportunities in the middle and backstage.
As intimate clothing, the market has high requirements for the quality of female underwear. Comfortable underwear and plastic without steel ring