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“In the special category of underwear, the brand is actually the watcher of female consciousness”

January 8-10, Tmall underwear x OIB.CHINA The new brand business school jointly created the Tmall underwear category championship camp, centered on “helping the growth of underwear brands and building brand moats”, from the perspectives of insight, operation power, organization power, brand power and other dimensions, all the participating underwear brands Directional service.

This meeting invited Yang Zhenghua, Chief Executive Officer of Guoshangsi Advertising China, former President of Afu Essential Oil & Former Vice President of L’Oreal Zhang Yaodong, President of HCR The Q Group Tony Wai, General Manager of Alibaba Rhino Smart Manufacturing and Tmall Apparel Senior director Tenzin and other industry leaders give lectures; there are also benchmark brand founders such as Qi Yunji, chairman of Half acre of Huatian, and JAY, executive vice president of Niusi Migration, sharing cross-border sharing based on the actual brand; “>Zhao Ying, the co-founder of Tmall underwear brand Ubras, shared how to grow the brand based on product innovation. Da Bai, the founder of Big Cup Bra TOP1 brand toffee pie, described the toffee pie from 0 to 1’s growth process.

In addition, the “Tmall Underwear Category Growth Methodology 1.0” jointly released by Tmall Underwear and OIB.CHINA’s New Brand Business School was officially launched. This is under the official guidance and support of Tmall Underwear, based on in-depth research on more than 100 cases of high-quality underwear brands at home and abroad, and one-on-one in-depth interviews with Ubras, Jiaonei, NEIWAI, and Toffee Pie. After repeated summary and perfection.

The following is the original methodology, edited and organized:

For brands, this is the worst and best time.

It is said that it is a bad era, because the general environment continues to decline, traffic dividends are gradually declining, coupled with the impact of the epidemic, the whole world is suddenly accelerated, and many old brands are submerged in the flood of the times before they can react.

But this is also the best time. All walks of life in China, from companies to individuals, are attaching importance to brands, and the generational changes in consumption, the generation of new demands, the improvement of supply chain infrastructure, the update of media, etc., also provide excellent soil for new brands and new species. .

In 2020 Tmall Double 11, new and cutting-edge brands are ushering in a “phenomenal” explosion: 360 new brands won the first place in sales of sub-categories, which is the highest in history, because this number is not only This is much higher than the 11 on Double 11 last year and the 26 on Tmall’s 618 this year. The perfect dayThe cumulative turnover of 16 cutting-edge brands including Ji, Huaxizi, Three and a Half, Adopting a Cow, Yunjing, Runbaiyan, and Ubras exceeded 100 million yuan. In this bustling shopping spree, emerging brands are vying to break the original category dominance pattern, allowing us to constantly see the vitality of Chinese business and the huge momentum of new consumption.

If you study carefully, you will find that this new force has started from beauty, then to personal care, household, pets, food, and then to the cutting-edge forces of clothing. The offline penetration is close to 80%, and many people still need to rely on trials to decide to buy underwear categories: Ubras, who was unnamed on the list last year, jumped to TOP1 this year, and Jiaonei rose from eighth last year to third, focusing on home wear Guo Huo made a stunning appearance as the sixth, and a cutting-edge revolution in underwear has broken out.

As a field of clothing category that is particularly subdivided and professional, underwear is very different from other categories. It is a category full of distinctive crowd characteristics. After in-depth research, we found that all the abilities and conditions that successful emerging brands should have are gathered on the underwear track: in-depth insights into consumers, integrated high-growth capabilities, and founders’ self-awareness and growth. And this is worthy of attention and research from other industries and tracks.

Based on in-depth research on more than 100 cases of high-quality underwear brands at home and abroad, Tmall Underwear and OIB Brand Growth Engine & Emerging Brand Business School summarized the growth methodology of emerging Chinese underwear brands:

1. The in-depth insight of the new generation of user population is the basis for brand growth;

2. The integrated brand growth and operation capability is the driving force for brand growth;

3. High-value brand building model is a personalized expression of brand growth;

4. The founder’s self-cultivation and evolution are the underlying genes for brand growth.

Underwear methodology

Part 1: Deep insight into user needs is the starting point for brand creation

5 new consumer groups, 7 new consumer trends

All consumer products are projections of consumers’ personal consciousness.

As a typical female consumer category, the development of the underwear industry is largely affected by changes in female self-consciousness. According to the process of the awakening of Chinese women’s consciousness, the development of the Chinese underwear market can be divided into three periods: the initial stage of the market’s budding period, the period when sexual awareness is dominant, and the period when women’s self-awareness is awakened.

The first stage is the budding stage of the underwear market. The main characteristic of the Chinese underwear market at this stage is “products without brands”, mainly commodities and channels. Consumers’ perception of underwear stays at the basic functions of hygiene, warmth, fixation, and protection, and has a long history Within time, the homogeneity of products was serious and the brand lacked clear positioning.

In the second stage, the underwear market quickly entered the dominated stage of sexy consciousness. During this period, women were in a state of passive acceptance regardless of goods or culture. The “big beauty”, thickened “Victoria Secret” bra with a gathering function was popular. The first batch of local underwear brands were established at this time, and most of their products are concentrated on this kind of underwear. Representative brands include Metropolitan Beauty, Emrifang, Triumph, etc. Every year, the Victoria’s Secret Show will interpret “selling sexy”. To the extreme.

The reason why such a sexy dominates situation is mainly because in the aesthetic field of view full of male gaze, the pursuit of “sexy” is a natural existence, and women are also unconsciously accommodating this pursuit and take it for granted . Obviously, women’s self-awareness has not yet been awakened, or there has been no way or channel to express relief.

The third stage, that is, the current vane of the underwear market has completely changed, ushering in a new period of female consciousness awakening. Female consumers are beginning to really pay attention to their self-conscious experience and feelings. Big breasts do not mean sexy, squeezing cannot make themselves happy, and men’s aesthetics is no longer the only standard. The demand for “wireless underwear” and “comfortable underwear” is soaring. , “Yue him” is giving way to “Yue self”.

Among them, the rise of new consumer groups represented by generation Z, urban white-collar workers, and young people in small towns after 95 and 00 has brought a decisive influence on the innovation of underwear category. As aborigines of the Internet, they are born with a strong sense of self. In the United States BeautyStreams mentioned the global user trend and proposed the SOLO model, and used three keywords: Me, I, and myself (Chinese translation: me, me, me), and pointed out the characteristics of the current young people-paying attention to themselves. The emphasis on self has reached the point where it cannot be added. Oneself is the center of the universe and the king of the world. A person can also form a group. Being single is an active choice, which can be a kind of enjoyment. This has become a global trend.

Looking at the world, a few years ago, a show about “BodThe “Positive Movement” (Body Self-Love Movement) wave swept the entire fashion industry, which directly led to more women raising their self-awareness of body shape and no longer underestimating their self-worth. Starting from the level of personal awareness, it changed the fashion of the entire industry. Trend: Sexy is not a uniform standard, but colorful. Compared with “he” feels sexy, “I” feels good-looking and comfortable to wear, which is more suitable for the demands of women’s underwear in the current market.

——In 2014, the American underwear brand Aerie, which advocates the concept of healthy and natural, launched a marketing campaign for underwear models without retouching, promoting underwear without steel ring and padding. The famous singer Rihanna also launched Body-friendly underwear brands are sought after by young consumers.

——Because Heidi Zak could not buy suitable underwear in Victoria’s Secret, he co-founded the underwear e-commerce Third Love with her husband, with the idea of ​​”providing underwear for every body type”. There are many examples of this, you can In other words, the voice of women’s underwear has gradually returned to women themselves.

——CK underwear, known for its sexy fashion, also historically invited black transgender plus-size models as spokespersons. On the surface it seems to be “politically correct”, but it actually caters to young people’s aesthetic diversity and feminism .

Looking back at China, the rapid growth of the new Tmall underwear brand reflects that the new generation of consumers flocked to online seeking solutions after their self-care needs were not met. In this context, cutting-edge brands such as NEIWAI inside and outside, Ubras, and Jiaonei have emerged one after another.

Driven by user trends, veteran underwear giants are quietly “turning around”: Victoria’s Secret has signed new spokespersons such as Yang Mi and Zhou Dongyu, and will not hesitate to redefine sexy, that is, “being comfortable is sexy”; urban beauty In 2019, the spokesperson was changed from the sexy Lin Chiling to the national girl Guan Xiaotong; Manifen officially announced Song Qian as the new spokesperson for the brand. Obviously, these represent the previous generation of classic brands that are undergoing comprehensive innovation to adapt to the new tastes of young people.

Looking at the changes in the entire global and Chinese underwear industry, the essence is to respond to the changes in the self-consciousness of the user population. The insight into the strategic crowd is not only the starting point for business growth, but also the basis for brand formation. Among them, based on the massive data of hundreds of millions of consumers on the platform, Tmall divides consumers into nine strategic groups: cutting-edge white-collar workers, senior middle-class, sophisticated mothers, small-town youth, GenZ, urban silver hair, small-town middle-aged, small-town Elderly and urban blue-collar workers.

Such a classification standard plays a very important leading role in the operation of most consumer goods, but based on the characteristics of underwear users mainly concentrated on female consumers, and the changes in needs at different life stages, the key decision on underwear selection The factors are also different. Tony Wai, President of HCR THE Q Group found:

Women in 15-20 years old stage, underwearThe key decision point that affects the purchase in the selection is design. The requirements for underwear are good-looking, cute, etc., mainly “pleasant”;

At the age of 20 to 30, single people begin to demand comfort on the basis of good-looking, and begin to pay attention to breast health instead of single people. While pursuing good-looking and comfortable, they want to be refined and have the appearance of products. Lace, taking into account part of the “for those who please oneself” component;

As for the 30-40 age group, as a mother, the main needs turn to functional needs. In addition to comfort, they also need to be able to shape, have no traces, and maintain the breast shape, and they want simple and plain product design.

Underwear methodology

This requires brands to have timely insight into the changes in the psychology and needs of women of different ages. Therefore, in combination with women’s life stages, income levels, and core purchase driving factors, we have refined the basic strategy population again, and for the first time dismantled the underwear consumer group into the following five types: independent individual Kochi white-collar workers, fashionable Gen- Z, exquisite mothers with equal emphasis on appearance and function, small town youths and girls with pragmatism priority.

1. Individually independent middle-class white-collar workers: aged 22-30, middle-class white-collar workers living in first-tier and new first-tier cities are usually Kochi professional women. Women with independent personality and economic independence have a strong sense of personality and have a high degree of potential. Dominating income and social status not only pays attention to the quality of life, but also has high taste.

2. Gen-Z is fashionable and cool: aged 18-25, they grew up in the fast-developing high-tech internet generation. As aborigines of the Internet, they are born with self-awareness and are particularly cool with fashion trends Passion, expression of individuality and lifestyle become the main theme.

3. Exquisite mothers with equal emphasis on appearance and function: aged 25-35, as many young women are promoted to treasure mothers, the “second development” of the upper circumference brings new underwear needs, not only that , They began to undertake the purchasing function of family underwear, comfortable, high-value, cost-effective underwear products are the first choice.

4. Small town youth with pragmatism priority: Big data shows that small town youths aged 18-25 have become the main shopping force in the local area. Compared with youth in first-tier cities, most small town youths prefer hard consumption and heavier products Practical functions.

5. Girls crowd: 14-Teenage girls around the age of 20 are generally weak in spending power and relatively conservative in their consumption consciousness. They are the main consumer group of teenage bras and have huge potential for consumption upgrades. In 2019, CBNData and Tmall Underwear jointly released the “Underwear Industry Trends Research”, showing that consumers who buy low-priced girls’ bras (below 50 yuan) have dropped from 80% in 2016 to 60% in 2018, and they are interested in buying mid-range bras. Increase year by year.

The change of the crowd will inevitably produce the change of demand. On the basis of in-depth research on the above population, combined with Maslow’s hierarchy of needs theory, OIB brand growth engine proposes for the first time seven levels of needs for emerging underwear brands:

1. Pay attention to inner self-needs: With the awakening of female consciousness and the rise of the main consumer in the Z era, when they buy underwear, they are more and more based on the true inner experience and feelings, rather than pleasing others.

2. The demand for technological innovation: Affected by consumption upgrades, people pay more attention to the health and comfort of underwear. The innovation of underwear fabrics is an important driving factor, so it has attracted more and more attention.

3. Aesthetic experience demand: consumption has entered the age of beauty. For the younger generation, in addition to product quality and function, they also hope that the design will have a higher value. Affected by self-pleasureism, young consumers also pay attention when buying underwear Beauty and user experience.

4. Demand for extreme cost performance: The consumption classification is still significant. In addition to consumption upgrades, high cost performance is also a great market demand. However, with the change of consumption concepts, the new generation of consumers no longer simply pursue low prices, but pay more attention to quality and wearing experience, and choose lower prices on this basis to pursue the ultimate cost-effectiveness of products.

5. Demand for new consumption scenes: The structure of the consumer population has undergone tremendous changes, and the younger generation has become the general trend of the underwear industry. Young consumers have more and more demand for scene-oriented underwear matching, such as home wear, yoga wear, and sexy underwear. Also ushered in spring.

6. Special segmented needs: Consumer needs are more refined, and some special needs that have not been met before begin to appear, such as the segmented needs of special groups such as big breasts and small ones.

7. The need for emotional resonance. Especially female consumers, they pay more attention to emotional pleasure and satisfaction while focusing on product quality and practicality. I also prefer those goods or services that resonate with my psychological needs.

inClothing Methodology

The development of the new underwear brand market is a new market developed under the comprehensive influence of female consumers’ self-awareness, life development stage, income level, Internet commercialization degree and other factors. This market is a market for the existing offline market. An important supplement, and at the same time, it is exerting a huge influence to promote more product innovation and market penetration, so that users can enjoy a completely different shopping experience and product experience, which has become a key force in changing the pattern of the underwear market.

Part 2: Four core growth capabilities and development stages for the growth of emerging underwear brands

The formation of a brand is not done overnight, nor is it all due to luck.

Through research and combing, we found that successful emerging underwear brands generally demand four core growth capabilities. In the process of cultivating and realizing the four capabilities, four phases of brand growth are naturally formed:< /p>

Phase 1: Product growth (Product), seize opportunities for category and product innovation, and detonate a single product with the core of satisfying the needs of the origin population;

Phase 2: Resource&Operation, to achieve rapid growth by maximizing the use of bonus traffic inside and outside the station and combining effective in-station operation methods;

Phase 3: Categoring, that is, focusing on core user needs for category extension and innovation, forming a matrix distribution, and maximizing the effectiveness of crowd operations;

Phase 4: Branding, which means continuously upgrading products and branding around core user touchpoints, establishing consumer preferences, and forming long-term brand equity.

Underwear methodology

These 4 stages also represent 4 kinds of brand growth paths. After dynamic convergence, a new generation of cutting-edge brand growth flywheel is formed, and the brand continues to be formed.

(1) Core growth force 1: Product growth (Product)

As the main carrier of the brand, products not only set the tone of the brand, but also help the brandGathering target users, the core driving force for growth lies in products. Product strength is the decisive power and the key to success for a new underwear brand. Based on the insight into the needs of the above-mentioned people, product power needs to have the following characteristics: innovation, pull new power, communication power, price power, and emotional power.

• Product innovation power: to solve consumers’ demand for upgrading product functions and aesthetics. For example, the inner and outer zero-sensing series of non-wireless underwear and Ubras’s non-size underwear are all to meet the needs of consumers for comfort and comfort; Jiao Nei has launched the non-sensing label underwear, the “AWarmDream” co-branded hot leather warm series and Tmall co-branded “CELWARM “Hot-grained underwear”While innovating fabrics, it also meets the aesthetic needs of the new generation with a sense of science and technology and a visual impact of the future.

• Product pull power: The core source of brand growth is to continuously improve the penetration of core products. By meeting the special needs of target consumers, the brand can continue to attract new users on and off the site. For example, Ubras “Vest-style” underwear meets the needs of consumers for new scenes outside of underwear. Toffee Pie meets the individual needs of more people with big breasts through the design concept of split chest and scene.

• Product communication ability: Let products have stronger content genes to meet the social needs of consumers for multi-scenario display and self-expression. For example, the Active Smart Series was launched internally and externally to meet the needs of women’s sports scenes. With the co-branded cute cartoon IP, Guo Ke made home furnishings “fashioned”, naturally promoting the spontaneous spread of young people.

• Product price power: to meet consumers’ demand for cost performance. For example, the main product of anti-bacterial underwear, the price band is mainly between 39 and 69 yuan, so that the brand is labeled as “good things are not expensive”.

• Product emotional power: to meet the needs of consumers for emotional resonance. Ubras non-size underwear caters to the value orientation of Generation Z who desire to express their true feelings without restraint.

Underwear methodology

Continuous innovation around products will become brand realizationThe most basic growth is also the most fundamental core driving force.

(2) Core growth force 2: Operational growth (Resource&Operation)

Operation is the key for brands to truly increase efficiency, especially in the stock generation where the Internet traffic dividend is peaking.

Therefore, many emerging underwear brands often face the problems of vague category growth, lack of a clear grasp for category growth, and low growth efficiency.

According to the Tmall category growth “dashboard”-GROW model, we believe that the operating focus of emerging underwear brands includes the following 4 aspects:

• Penetration (Gain): Focus on the penetration of origin and target populations to stimulate consumers to buy more products. Improving penetration can be from the following four aspects: origin crowd penetration, industry crowd penetration, new penetration outside the site, and cross-category and multi-channel cross penetration.

• Retain: Continue to deepen user relationships and achieve high-frequency repurchase across categories and multiple scenarios. Promote consumers to purchase products more frequently and repeatedly. There are four ways to improve repurchase power: repurchase of brand customers, deepened membership relationship, cross-category repurchase, and multi-scenario repurchase.

• Price power (bOOst): Product, content, and service upgrades achieve higher brand premiums, which refers to the contribution of consumers to purchase price upgrades to the total growth opportunity of the brand. There are four ways to increase price power: product power premium, content added value, service added value, and brand power premium.

• Extensibility (Widen): Refers to the total growth opportunity contributed by the brand by providing other related types of products outside the existing category. There are three ways to improve extensibility: expand new categories according to industry trends; expand categories based on insight into new needs; expand new categories based on the brand’s own strength and resources.

Underwear methodology

(3) Core Growth Force III: Category Matrix Growth (Categoring)

As an “internal” business, the underwear category has its own particularities: the sub-categories are independent of each other, but they are strongly related. Therefore, mature underwear brands are basically moving towards the category matrix. The rise of many cutting-edge underwear brands is based on a certain segment of the track, and then expand the entire category matrix.

With super single products, coupled with operation, users can continue to accumulate, but if the brand wants to develop on a larger scale, it needs to expand and innovate around the existing population, and finally form a category matrix , And even form a super series, and then infiltrate new people. For the B-side, the expansion of the population base has been achieved, and for the C-side, it can meet the more diverse needs of users, that is, simplify user choices.

Specifically, the creation of a category matrix includes the following 4 aspects: category extension, category innovation, category evolution, and creation of super series. Among them, the core bra category is the base point inside and outside, and gradually expanded to pajamas, sports dance, fragrance and other categories; Bananai also extends from non-sense underwear to socks, warm clothing, home wear, bras and other categories.

The ultimate goal of category matrix growth is to move from category operations to crowd operations, and to provide a full range of product solutions for the target population. The difficulty that needs to be solved in the growth of the category matrix is ​​that brands need to continuously seek new growth opportunities for category expansion, but also to find longer-term and higher consistency of brands under multiple categories.

(4) Core growth force 4: Branding growth (Branding)

The sharpening of the brand is just the beginning. Only by continuous evolution and iteration can it attract “fickle” consumers for a long time.

This requires brands to achieve brand consistency in the operation process, and achieve brand equity precipitation through long-term operations. From the current point of view, a batch of the most outstanding new and cutting-edge brands have arrived in this range one after another, and they are accumulating power for brand value creation and long-term growth. Specific core growth capabilities can be achieved by grasping strategic new users, branded products, key marketing scenarios, and improving new marketing organizational capabilities. Specifically, it can correspond to 4 actions, which is described in the “Not all growth can make a brand!” There is a detailed breakdown in the article “UPSO Model of Brand Growth in the Age of 4D Decryption 2.0 Era”:

• Action 1: Operate strategic groups around the long-term needs of the brand. First, we must find the strategic target group, and then dig into the needs. After discover the needs of the target group, we need to carry out long-term operations and establish our own brand position.

• Action 2: Use branded merchandise marketing campaignIncrease brand penetration. First of all, it is necessary to determine the role of the product according to the target positioning of the entire store’s products, and to find the right traffic around the core of such categories and make breakthroughs in volume, and then strengthen the brand, such as creating personalized personalities in content and creating deep immersion visually Brand experience.

• Action 3: Focusing on the key moments of marketing to strengthen the brand’s mind, we need to grasp the four major marketing touch points: the closing moment, the post-marketing moment, the key moment of use or consumption, and the big promotion time.

• Action 4: Meet the challenge of brand growth with a new marketing organization. This requires brands to improve in these four areas: brand management system, integration capabilities, organizational culture and team mechanism.

Underwear methodology

In short, from the growth path of many emerging underwear brands, we will find that the growth of emerging brands is a difficult journey. Only the continuous self-evolution of the brand has the brand The four abilities of growth, across the four stages of brand growth, can continuously break through the limits of growth and achieve long-term compounded growth of the brand.

Part Three: 4 classic models created by high-value brand of cutting-edge underwear

After the brand has undergone product-type growth, traffic-type growth, and category matrix-type growth, it will soon enter the stage of brand-type growth. In the realization of target user scale expansion and business stability, In the process of continuous growth, a number of representative high-value brands are bound to emerge. There are many strategies for the marketing growth of emerging brands, but not all brands can eventually form high-value brands.

Facts have proven that not all brands are capable or suitable for growth online. Especially the underwear category is between standard products and non-standard products. In the past, it was difficult to achieve long-term, large-scale effective growth online. As a new generation of online brands, Ubras, Jiao Nei, Toffee Pie, and Neiwai are able to create outstanding results online, the fundamental reason is to solve customersThe unmet demand offline has achieved a breakthrough in the brand’s online market.

Therefore, the high value we believe is not only the high growth of “1 billion a year”, but is based on in-depth user insights, truly innovating products and experiences, and meeting the new needs and pain points of online users. While running out of the high-growth method, it realized the long-term retention of users and the creation of high brand value, and the process of continuous self-evolution and iteration in the process.

It can be seen that the entire Tmall underwear category will attack high-value brands, which is also an important mission and goal of emerging brands. After studying and comparing hundreds of brand cases, we sorted out four classic case models of high-value branding represented by Ubras, Jiao Nei, Toffee Pie, and Inner and Outer, which are worthy of reference and learning from all industries.

(1) “Extreme product type” brand model represented by Ubras

Extreme insight into the new generation of households, precise definition of new needs, and then use the ultimate product to meet the method, we call the “extreme product type” brand case model, of which Ubras is the representative.

The most extreme underwear product in 2020, there is no doubt that Ubras non-size underwear. As the pioneer of non-size underwear, Ubras not only promoted this sub-category, but also set off a “size-free” revolution in the market: new and old brands such as Gorrel, Metro Beauty, Manifen, and Jiao Yi have launched their own Of non-size underwear.

The “extreme” of Ubras non-size underwear is mainly to solve two major market problems. One is to solve the problem of category growth, and the other is to meet the core needs of the new generation of users.

Between standard products and non-standard products, the online penetration rate of underwear has been difficult to increase before, mainly because the size is relatively complicated, and consumers rely heavily on the try-on experience when choosing, to achieve a large increase in the entire population. Need to appear the products of the class standard. Obviously, size-free underwear “eliminates” the size from the supply chain side to solve this problem.

Secondly, when Ubras was founded in 2016, it was catching up with the climax of the development of China’s rimless movement. After nearly 10 years of market education, Chinese women have become quite accepting of steel-rimless underwear. At the same time, women’s self-awareness is also increasing, and they are paying more and more attention to their own needs and pleasure. The emergence of a new generation of consumer groups has intensified this trend.

However, the zero steel rim movement pursues breakthroughs and liberation, but women in the new era, even Generation Z, need zero bondage and extreme self. In terms of values, they dare to express their true self. In underwear, there are many no steel rims. Although the steel ring is removed, the underwear retains a relatively strong cup mold, and there are also different sizes, and the requirements for comfort and freedom are not fully satisfied. At the same time, with the upgrading of consumption, the new generation of consumers’ use of underwear is no longer limited to “inside”, and has a higher level of underwear in outdoor, leisure, and wear.Claim.

Ubras has a keen insight into this pain point, and sizeless underwear is the best solution.

Ubras “extreme product type” brand value shaping point:

1. In-depth insights into female new consumption scenarios to tap the needs of female users.

The emergence of a new generation of consumer groups, they are born with their own self-awareness, and they also bring new needs. On the one hand, they have higher requirements for the comfort of underwear. On the other hand, the demand for underwear usage has also changed. This type of underwear can meet the needs of comfort in different scenarios such as daily commuting, yoga, outdoor sports, etc., and size-free underwear is the ultimate solution.

2. The underwear is exported as standard products to solve the “size anxiety” of women when buying underwear.

As an upgraded version of rimless underwear, Ubras not only removes the rims, but creates a vest-style underwear that can be stretched 360° freely, fundamentally changing the traditional bra buckle design, and winning the country Patented appearance design certification; at the same time, it has developed a more inclusive patented drop-shaped mold cup, which can take into account the comfortable wearing experience of the AD cup and the 80-140 kg wide range. Users can completely choose underwear by choosing ready-made clothes, which greatly reduces decision-making errors This has become a major innovation breaking the growth ceiling of the underwear category.

3. Fabric innovation, creating the ultimate comfort experience, ensuring the user’s body feel and repurchase.

Brands should not innovate for the sake of innovation. They must focus on the real experience of users and repurchase to innovate opportunities. Ubras has developed a patented water drop cup chest pad with arc-shaped convex corners, which is partially thickened to ensure that “big breasts do not press on the chest and small chests do not empty the cup”. It also perforates the inner bladder to increase air permeability. In terms of fabrics, Ubras has a special fabric performance testing system, as well as brand-specific innovative technology yarns to ensure the “extreme” comfort.

4. Use big data to improve measurement accuracy and meet the needs of more people.

No size is a revolution in the standardization of underwear, but at the same time, it may also give up the in-depth needs of sacrificing a lot of users. The “comfort” defined by Ubras is not based on feelings. It is to maximize the effective coverage of the target population. Ubras calculated the general underwear based on the statistics of nearly 10,000 women with different heights, weights and cups. Size model. Not only that, but also combined with women’s daily high-frequency movements, repeatedly polishing the version, and finally establish the rimless vest version.

5. Configure appropriate content marketing communication methods for “extreme products”.

Ubras has been in rice cakes from the very beginningFrom the promotion on mothers, to signing Ouyang Nana as the spokesperson, Ubras has been looking for the most suitable marketing communication method for the brand while doing product innovation, so that the ultimate product can match the appropriate traffic, and the product content operation is highly integrated.

When all eyes are on sizeless underwear, Ubras also faces a series of challenges. How to extend the “comfort” conveyed by sizeless underwear to other products to achieve crowd transformation. At the same time, underwear based on comfort, It is also considered to be the opposite of sexy and fashion, lacking imagination. The biggest challenge is that when consumers equate the brand to a certain product category, and the next generation of consumption changes, how to meet the needs of the new generation of consumers, whether to upgrade on the basis of the original product, or to create an extremely explosive product? This is the problem that the ultimate product brand needs to face when creating the next high value point of the brand.

Underwear methodology

(2) “Somatosensory Technology & Joyful Aesthetics” brand model represented by Jiaonei

Based on the individual aesthetics and needs of the younger generation of consumers, relying on differentiated aesthetic design to stand out, combining product appearance with comfort and practicality, we call it “Somatosensory Technology & Joyful Aesthetics”. It is the benchmark.

Positioning “Somatosensory Technology Company”, Bananae has extremely distinctive features from image design to product display. Both the overall image and the details can bring a strong aesthetic experience full of technology.

The reason why Jiaonei is able to break through from a group of underwear brands with “Somatosensory Technology & Aesthetics” is that the online products themselves have very strong social communication attributes, and the aesthetics is the easiest to show personal social interaction and establish The core expression method of setting people and winning social currency.

Secondly, the original underwear has long been regarded as “within outerwear” and is not a category that consumers are particularly concerned about. And when consumers pay more and more attention to self and inner true feelings, inner wear is also valued. “Somatosensory technology & joyful aesthetics” is to meet the comfort needs, so that underwear has the conditions for external manifestation. It is an important upgrade to existing products.

Since the product was officially launched in 2017, sales have increased from50 million yuan increased to 330 million yuan last year, and the growth rate exceeded 100% for three consecutive years. GMV is expected to reach 1 billion yuan in 2020. The total turnover of Double 11 this year exceeded 220 million yuan, topping the Tmall Double 11 thermal suit category ranking and taking second place in the underwear category sales list. At the same time, Jiaonei announced the completion of hundreds of millions of yuan in Series A financing, with a valuation of 2.5 billion yuan, becoming the domestic underwear brand with the highest valuation in the past 10 years.

The value point of “Somatosensory Aesthetics” branding in Jiao:

1. Realize the unity of users’ rational and perceptual needs by emphasizing “somatosensory aesthetics”.

Behind the sense of science and technology and the sense of the future in the banana is the practicality of Yue. Starting from the elimination of “uncomfortable” sewing labels, Jiaonei first proposed the concept of “non-sense underwear”. Then launched a series of underwear “black technology”, from the astronaut-level SilverSkin® silver skin antibacterial technology, to the banana inner heat equipment “AIRWARM hot skin” made of Heatskin fiber jointly developed by Japan TOYOBO, and then to Stressfree. Technology, as well as Movestech® second suction cooling technology, etc., through scientific and technological innovation, Jiaonei has made aesthetics more than good-looking, and successfully shaped a brand-new somatosensory aesthetic, and greatly upgraded the functionality and practicality that underwear should have.

2. Let “Somatosensory Aesthetics” become the core competitive advantage of differentiated brands.

Underwear has always had serious problems with product assimilation, and Jiaonei undoubtedly relies on technological aesthetics to create unique differentiation. The first is the differentiation of the visual presentation of the store. When you open the homepage of the Tmall flagship store in Jiao, each picture is very creative, just like a Hollywood science fiction blockbuster. Starting from the inspiration of Star Trek, Jiao Nei created a new futuristic aesthetic paradigm; the second is the differentiation of models. Both men and women are uniform with bangs and pot heads. They do not show their eyes or look directly at the camera. Recognition and high-level sense; thirdly, the products are differentiated. Compared with the flat shooting of other brands, the banana is presented in a hanging style or even a 3D effect, and a large number of advanced colors are used to highlight the details and advanced. These have greatly increased the imitation cost of shops in the same industry. It also constitutes a distinctive competitive advantage of the brand.

3. Let “Somatosensory Aesthetics” be integrated into the whole process of user experience.

Every detail in the design of the banana interior is worthy of contemplation. The LOGO in the banana interior is not only a “banana”, but also an “ape-man” wearing underwear. It is also an abstract “nei”, which implies ” The pronunciation of “banana” and the concept of “focus on the inside, return to the origin”. The packaging box is designed as an exquisite drawer, and the packaging bag also has a drawstring design, which is convenient for storage and very intimate; in addition, each product has its own product coordinates, consisting of Arabic numerals, periodic table, etc.The composition increases the interest and at the same time improves the efficiency of consumer selection.

Not only that, but Jiao Nei also opened the first “000” offline experience store, which not only conveys the brand’s sense of technology through spatial vision and dynamic line settings, but also tries on experience products and sells products to separate them. “Aseptic” shopping environment. For private categories such as underwear and bra, the store uses compartments to create a relatively secret area, and also uses RFID technology to embed information chips into the product, which is convenient for consumers to reduce the cost of choice and create a “senseless” shopping experience.

In terms of organizational capabilities, Jiao has established an independent user experience department within the company. With the user experience department as the core, it focuses on the entire process of tracking, innovating and transforming user experience, making the entire process of user experience more aesthetically attractive.

4. Let “Somatosensory Aesthetics” be labeled as a representative of the trendy lifestyle.

At the same time when the offline experience store was opened, Jiao Nei fully upgraded the brand VI-to extract the self-developed Tagless externally printed non-inductive label of Jiao Nei with the attribute of “product life bar” as the value extraction of the new VI upgrade. “Label” is not only an invisible label of “non-sense”, but also represents a highly recognizable “sense”, which also translates Jiao Nei’s brand value proposition-Live in future, a comfortable experience from the future. In early 2021, the brand logo of Jiao Nei will be upgraded, trying to make the brand beyond category become the label of trendy life of the younger generation.

5. Make “Somatosensory Aesthetics” more topical and social communication attributes.

As one of the most “out of the circle” underwear brands, Jiao Nei is good at using visual memory symbols and IP cross-border cooperation to continue “voicing”. Among them, Tai Er, SpongeBob SquarePants, VIVICAT, Daily Youxian… From artist IP, trend IP to brand IP, the brand’s own unique aesthetic elements and IP are cross-bordered, creating unique symbols that attract young people while allowing them to spread spontaneously.

Somatosensory Technology & Aesthetics in Banana successfully combines a group of elements that seem to be contradictory in function and aesthetics, providing a conflicting but fun solution. We have seen the proliferation of this kind of scheme in more cutting-edge brands. How to continuously maintain brand creativity and constantly cross user expectations has become a continuous challenge on the road to brand growth.

Underwear methodology

(3) “Professional plan” brand model represented by toffee pie

Provide professional solutions based on insights into subdivided groups and special needs, which can be classified as “professional solutions” brand cases. Toffee pie is the main representative.

The most obvious value of toffee pie lies in the establishment of another brand creation model in the Internet environment. Generally in the Internet environment, segmented user needs are often not respected. In offline models, few brands provide specialized services for segmented groups of people. This brings opportunities for brands focusing on segmented tracks, such as The plus size clothing in the clothing.

As the TOP1 brand of the big cup bra track, toffee pie has focused on the big breasted women from the beginning of its establishment, and clearly positioned the brand as the “big cup bra” to serve the C-K cup crowd. At that time, the entire underwear market had limited choices for such people, and the quality was also uneven. At the same time, the homogeneity of domestic big cup underwear is also quite serious. European and American brands do not conform to the Asian body type, and the problem of big breasts “underwear poverty” is very prominent.

At the same time, this group generally has a “big breasted inferiority complex” mentality in adolescence. In the past, due to weak physical education and backward social concepts, big breasted girls usually lacked self-confidence. For them, “big breasts show small” is A real need, insight into these unmet special needs, Toffee Pie is committed to providing “professional solutions.”

However, the greatest value of toffee pie is not just a subdivision brand that fills the gap, but the long-term and high-growth user demand behind it through special populations. With the changes in the modern diet and the enrichment of nutrition, women’s breasts are becoming more and more plump. With the gradual growth of the younger generation, the demand is also increasing. In 2019, Tmall Underwear and CBNData jointly released the “Underwear Industry Trend Study”, showing that the post-95 plump population (consumers who have bought D and above cup bras) has increased. The speed is outstanding. In other words, big breast underwear seems to be a niche segment, but it is actually a growing and popular market. Toffee pie cuts through this segmentation track, provides professional solutions, and then penetrates into a larger consumer group.

The “Professional Solution Type” Branding Value Point of Toffee Pie:

1. Discover user needs based on the starting point of professional native content.

Before the brand was founded, the founding team of Toffee Pie answered the problems of the big breasted crowd based on various knowledge platforms, and has a very deep understanding and insight into the pain points of this group. Among them, the founder Dabai has been involved in Zhihu, Weibo, Douban and other platforms. He has answered more than 130 questions on Zhihu, published hundreds of ideas and articles, and won nearly 100,000 approvals and 180,000 Collection. BrandThe founding point is based on professional content, which constitutes the different growth genes of Toffee Pie and other brands.

2. Develop new category standards, and launch “split-chest” underwear.

For the non-breasted group, the steel ring means restraint, and the “feeling” after removing the steel ring is comfort. But the big-breasted group is just the opposite. Their core appeal is not simply insensible and relaxed, but to support, stabilize, shape, reduce the pulling and shaking of the chest, but also be relaxed and comfortable. In this regard, toffee pie proposed a “breast-shaped” underwear, and summarized three types of breasts that can represent the vast majority of users-disc chest, hemispherical chest and papaya chest, and developed disc cups and hemispherical chests. The cup and papaya cup have three different cup-shaped underwear, which make the underwear fit the chest more, increase the comfort of the steel ring, and also bring more stable support.

3. Introduce “sub-scene” underwear to expand the use of the crowd.

Compared to the general population, women with big breasts also have special needs for underwear in different scenes. For example, after they fall asleep, their breasts are detached from the support of the underwear, which can easily lead to discomfort, looseness and expansion of the chest, and they need a soft The underwear provides support for the chest. In response, Toffee Pie has developed a steel ring-free underwear suitable for sleep wear.

Similar problems also appear in many other life scenes. So toffee pie extends to various life scenes on the basis of chest-shaped underwear, customizing exclusive underwear for big breasted women, solving problems that cannot be solved by conventional products, such as strapless underwear, sports underwear and swimwear suitable for banquet scenes. . The launch of the sub-scene solution deepened the use scenarios and crowds of big cup bras, and became a very effective brand growth path for toffee pie.

4. In-depth user operation, creating a brand with users.

Behind the professional solution is to solve crowd operations. Toffee Pie established the QQ group at the beginning of its establishment to create early private domain gathering seed users, and many users even became company employees, working together on product development.

Toffee Pie launched a nationwide “Beauty Rabbit Private Enjoyment” activity. The person in charge of the activity and the underwear lovers selected from the community provide targeted guidance for big breasted girls. DTC cultivates loyal fans and builds a reputation in the circle. . Such a brand culture co-created with users has greatly influenced and promoted the innovation of toffee pie products.

5. Output professional content and shoulder brand social responsibility.

As mentioned above, before the establishment of Toffee Pie, founder Dabai and his team members have already made preliminary preparations on platforms such as Zhihu and Douban to answer underwear-related questions and popular science expertise. After the brand was established, they continued to popularize science in the form of text, audio and video, comics, etc. on platforms such as WeChat official account, Zhihu, Station B, and Xiaohongshu, and developed new concepts to further meet the psychological needs of consumers.

More importantly, Toffee Pie also uses innovative content to help users overcome the “big breasts and low self-esteem” psychology during adolescence, helping consumers build awareness of breast protection, and build their love and confidence in themselves, so that they can You can actively reconcile with your body while wearing comfort.

6. Provide professional offline experience scenarios to deepen consumers’ perception of professionalism.

Due to the large selection of sizes and cup shapes, consumers still rely heavily on trial wear when making purchase decisions. Many new users still need to buy several adjacent sizes for testing after the measurement. In order to achieve instant measurement and try-on, Toffee Pie is opening experience stores in various places, including providing users with professional and personalized customized solutions beyond conventional sizes, which has become an important part of the brand’s social responsibility.

Although there are data showing that the Chinese big cup population is continuing to grow, toffee pie is still facing the problem of population and category expansion. Girls and mature people are the next target users, and the brand will reach the more plump female group . This is also the challenge faced by this type of brand.

Underwear methodology

(4) “Emotional resonance” brand model represented by inside and outside

Through the insight and recognition of the emotions of the target group, based on the accurate expression of brand ideology and vivid telling of brand stories, it awakens and arouses the emotional needs of consumers and triggers resonance in consumers’ hearts. Emotional resonance type”. Inside and outside are representatives.

Before the rise of online channels, offline emphasized the sale of goods too much, and did not pay much attention to interaction with consumers. In the era of the continuous development of the Internet, this problem has been effectively solved: the emergence of various new media and social platforms has made the interaction between brands and consumers more convenient and more possible.

Neiwai has gradually expanded from core bra categories to pajamas, sports and dance, home fragrance, etc. inside and outside, covering a wider range of consumer groups, with 1 million users and 2.2 million social media fans, and a total of nearly 50 in the country Physical store. Although internal and external was founded in 2012, the spirit of the brand is exactly the essence of the new brand. A truly high-value brand can not only create growth, but also achieve breakthroughs in the delivery and output of ideology and brand concepts. The balance between the two is almost perfect inside and outside.

Internal and external “emotional resonance type” brand building value points:

1. Product innovation based on the discovery of user needs and pain points;

Emotional resonance is easy to understand as “pan-emotional” and “pan-need”, but internal and external emotional resonance is based on insight into the product’s true pain points and strong emotional needs. Liu Xiaolu, the founder of Inside and Outside, once said that the touch point for the creation of inside and outside came from a female friend who was in her 70s at the time. This was because her friend could only wear cotton underwear because of her sensitive skin, while she was wearing a Swiss underwear brand in her 20s. , Has not been changed for more than 50 years. She concluded that good brands can accompany consumers throughout their lives. In October 2013, internal and external launched the first bra zero-sensing series. In 2016, internal and external launched the zero-sensitive entry series at the price range of 150-200. The internal and external brands have always determined to become an emotional linking force that meets the real needs of users.

2, user-centric all-round user experience expression;

Focus on the changes of female emotions, express all-round experience and make continuous evolution. In terms of products, the interior and exterior ranged from the launch of the “no steel ring” zero-sensitive series to the sizeless underwear. In terms of design, the interior and exterior always start from “making a comfortable underwear”, with minimalist design, low-key and introverted color matching, There are not too many feminine decorations such as lace and bows, highlighting the design concept of “women wear for themselves”. In terms of user experience, the packages sent by domestic and foreign brands are different each time they start their businesses. They put different stickers on users, give small gifts from their travels, and spray perfume on the cards.

3. The establishment of brand attitude and multi-dimensional communication;

Use continuous attitude output to build brand resonance. First, conduct topical interactions on social platforms to strengthen the sense of identity. For example, on Weibo and WeChat official accounts, various open discussions are regularly initiated, such as “Should there be a standard for the body”, “Can breasts be discussed?” etc. There are also video columns on Weibo, “In the sea of ​​people” and “Body Talk” tells different stories of women, allows more women to participate in the interaction, and deepens the identity of the brand concept. Since 2012, internal and external sponsors and founded a female charity forum called “She said”, inviting more well-known women in the industry to tell their own life stories and awaken women’s consciousness.

4. Continuous promotion of hot topics drives brand values ​​out of the circle;

Three series of short films directed by director Mai Zi tell the stories of dancer Tan Yuanyuan, director Mai Zi and actor Du Juan in multiple identities, calling on contemporary women to have a dialogue with their true self, and make a deeper interpretation of the brand connotation; Also invited 6 women of different body shapes to shoot the spring and summer blockbuster “NO BODY IS NOBODY”.Recording their true voices towards their bodies, expressing the brand concept of paying tribute to the real and diverse body beauty. After the broadcast, the response was huge. The entire network has accumulated more than 100 million person-times. Many self-media and public accounts have spontaneously reposted and spread. , The topic continues to ferment.

5. Create high-level visual aesthetics and strengthen emotional resonance;

Aesthetics is an important medium for emotional resonance. Whether it is online store pages or offline physical store spaces, both inside and outside convey a special tone of elegance, comfort and calmness, so that it still has a special tone after removing the brand logo. Recognition, it is difficult for consumers not to be attracted. What exactly is brand design, is the design language and brand recognition in the same line. Brand names are also adjectives. In everything, the brand will think about whether this matter is very internal and external.

Internal and external is essentially a design-driven product company. It starts with comfort, but not only comfort. It satisfies a wider range of people by making meaningful designs that do not float on the surface. In different scenarios, For the functional needs of underwear, encourage more women to better understand themselves through underwear, a product that is most intimate with the body.

6. Choosing a spokesperson who can resonate involves more consumers.

In 2017, there was no choice to invite traffic stars inside and outside, but Dujuan who was more in line with the brand’s temperament was invited to endorse. The cuckoo feels very similar to the inside and outside. It is high-class, simple and indifferent. It doesn’t care about the opinions of others, and there is a tenacious force in the light.

Whether it is Cuckoo or Faye Wong in the choice of internal and external spokespersons, they are all female celebrities with their own “attitude” and “emphasis”, including all excellent interpretations of the brand’s temperament: comfort, ease and self-confidence from the inside out , And these two spokespersons and brand ambassadors, etc., have their own strong “attitude” emphasis, which can easily stimulate resonance.

To grasp the emotional psychology of the new generation of consumers expressing themselves and pursuing the ultimate freedom, from promoting “pleasure yourself” to advocating to be honest from the inside out, to emphasizing body equality, we can see the value output of internal and external It is also evolving with changes in female emotions.

Underwear methodology

Part 4: Six Trainings of the Founders of New Underwear Brands

After summarizing the crowd insights, growth methods,Brand model, the final foothold of the brand returns to people, back to the self-growth and evolution of the founders and managers of the brand.

The ways and methods of brand growth are ever-changing. The only constant is the people behind them. Talents are the treasures of unique charm and unique value that can be distributed through the halo of brand growth. Starting from many cases of underwear brands, we found that a good brand should be the externalization of the founder’s own values, philosophy and attitude towards life.

In this era, great brands will inevitably experience multiple challenges. Therefore, the founder’s own evolution and iteration are very important. This is especially true for the underwear track. The underwear category naturally belongs to women, and the decision-making factors are more diverse, allowing insight and grasping of women’s hearts. Demand is more difficult and complex; at the same time, with the continuous acceleration of digitalization, it is not easy to adjust marketing strategies in time for the large and fragmented underwear market. In addition, the high degree of homogeneity in the underwear market also highlights the difficulty of innovation.

We can’t judge whether the founders are good or bad, but after visiting the founders of many outstanding emerging brands, we outline a portrait of the founders of emerging brands with long-term value:

1. Must have a strong female perspective and empathy with users.

Because the underwear category is inherently highly feminine, this requires the founders of emerging underwear brands, whether they are men or women, to have a strong female perspective and thinking. In the past, the top ten underwear brand owners in China were all men. For the first time, successful female entrepreneurs in the underwear industry began to appear in emerging brands.

Female founders have innate advantages. Liu Xiaolu, the founder of internal and external, and Yan Yaqian, founder of Ubras, all start from the reality of women themselves and have keen insights into women’s inner emotional needs and changes; Dabai, the founder of Toffee Pie Although the founders of Hejiaonei Zang Chongyu and Li Zechen are men, they all solve the demand pain points from the perspective of female users.

2. The mission must be to create the ultimate product.

Products are the biggest threshold in the consumer goods industry. It is difficult to use the Internet’s ultimate product thinking to make consumer goods, but it is becoming more and more important. Just like in offline scenarios, it is not cost-effective to retain consumers, but good experience. Products can help brands “anchor” in consumers’ minds. Among them, underwear products are about “inside” and have a deeper care and reach with consumers. Their true feelings come from the characteristics of the category. Compared with external clothing, beauty, etc., underwear is more about the essence of the product, so the founders of new underwear brands must pay special attention to the product.

3. Must have in-depth industry awareness.

Another major feature of the underwear category is to promote innovation through the transformation of fabrics. If there is no in-depth understanding of the industry and supply chain and a certain professional background, it will eventually be difficult to land. At the same time, production designR&D also requires strong professionalism. Taking the bra supply chain as an example, the mass production process is complicated, and it takes about 30-40 processes to complete. With a complicated size system, there are hundreds of SKUs at every turn, which has stringent requirements for supporting supply chain capabilities. For example, Liu Xiaolu, the founder of both inside and outside of China, came from a family of underwear, and Yanya has been in the underwear industry for more than 10 years. These backgrounds ensure that the brand’s understanding of the category and supply chain is pragmatic, deep and forward-looking.

4. It is necessary to maintain a sense of the market and be good at flexibility.

Underwear is mainly aimed at the female consumer market, and the content marketing direction and traffic in this market are constantly changing. The new founders of underwear must keep insight into the changes in women’s hearts.

5. Should have omni-channel operation, especially offline operation thinking.

The prerequisite for all cutting-edge brands is to respect consumers’ choices. The essence of offline stores is not to generate purchases, but to allow more consumers to try products. Increase the offline experience scenes and improve the convenience of trying on, thereby promoting the brand to occupy the minds of consumers from offline. IiMedia shows that the penetration rate of online underwear has exceeded 43.2%, and offline trials and experiences are still the demand pain points of most consumers.

At the same time, offline is also an effective means to enhance consumers’ understanding and reach of the brand. The most representative one is the “Super Fitting Room” strategy of Victoria’s Secret. Compared with the same shopping mall fitting room, the Victoria’s Secret fitting room is very special: exquisite and retro “boudoir” style, providing BBV basic trial models for customers to choose more For suitable underwear styles, disposable paper underwear is also provided, which is convenient for consumers to “try on underwear” before buying.

In terms of visual image management, the internal and external store styles, service system, external appearance, and offline store decoration all present a unified style, deepening consumers’ visual impression of the brand and forming consumption memories. Among them, cutting-edge brands such as internal and external, toffee pie, and Jiao Nei have opened offline stores one after another. According to news, there are more than 100 offline stores both internal and external.

6. Always keep the original mission and adhere to long-term brand values.

We have seen the founders of 4 high-quality underwear brands, Ubras, Jiao Nei, Nei Wai, and Toffee Pie. Although their operating ideas and solutions are different, they all have one thing in common, which is also important for all industries to learn. Quality is to insist on long-term brand value. The new generation of brand founders often have professional background and industry experience. But more importantly, behind the brand is the need for brand culture and spiritual support.

Underwear methodology

The brand road is far and long. The growth path of the new underwear brand has just begun.

Inner underwear refers to the inside of the outerwear, the home space, but also the outside, the heart, and the category is full of philosophy. All entrepreneurs who aspire and create a new generation of underwear brands need to have a deeper understanding of the characteristics of the category, the inner needs of themselves and users.

We step into the tide of the times and listen carefully to the inner voices of hundreds of millions of users. We will find that only truly understanding the new generation of users is the most intrinsic driving force for the brand to achieve growth. After walking, hearing, and seeing more new and cutting-edge brands, we have a more profound feeling that “introspection of the heart, external creation of the brand, continuous growth, continuous evolution” is precisely the biggest growth in the brand journey.

In the special category of underwear, the brand is actually the watcher of the female consciousness. The relationship between the brand and the consumer is like the relationship between Shishen and Onmyoji in the recent highly topical movie “Qing Ya Ji”. It is an ally of life-long service and life and death: serving is proud and there is no regret in this life. Constantly creating long-term value for the brand is the simplest and most affectionate confession to users.