Since 2010, China's underwear market has continued to grow. In 2019, China's underwear sales reached 16.77 billion pieces, and the market size was around RMB¥200 billion. The majority of the mark share was from women's underwear, which accounted for more than 60% of the total market size. By the end of 2021, it will exceed 17 billion pieces, and the GMV will reach RMB¥440 billion. However, even with a market value of RMB¥440 billion within the category, the Chinese underwear market has not yet seen a leading brand.
The underwear category, which has been neglected for a long time, is now full of old players and new trailblazers who first entered the field. They are experiencing a tale of two ends from the industry.
The negative side is from the obstacles that even the most matured and developed underwear brands have encountered. L Brands, the parent company of Victoria's Secret, the once top-tier underwear industry, declared bankruptcy. The Cosmo Lady, known as the "Chinese version of Victoria's Secret," was exposed to a loss of RMB¥1.3 billion a year and closed about 90% of its stores during the epidemic.
The positive side is that most of the trending & cutting edge underwear brand has multiplied and become the new favour of capital investments. Noticeable, most of them focus on eCommerce only. Unpredictable pandemic restriction, the ever-growing eCommerce channels, and the awakening of self-caring consciousness are the main reasons traditional brick&mortar underwear brands got left behind the race. Ubras, a merely established brand for five years, broke through RMB¥1 billion sales on double 11. It has been the No. 1 selling underwear brand on Tmall since 2020 - For other brands, it might take 20 years to achieve this.
Ubras
BRAND HIGHLIGHTS:
It has an ultimate insight into the new generation by providing precise definitions of different needs. Ubras represents a clever conversion between needs and sales. As the pioneer of the "Unisize Bra", Tmall's total sales in 2020 has exceeded RMB¥1.5 billion, a year-on-year increase of more than 800%.
The "extreme" of Ubras unisize underwear is mainly to solve two primary market obstacles. One is to solve the problem of category growth, and the other is to meet the core needs of a new generation of users.
2021 DOUBLE 11:
The first day of Tmall Double 11, ranked underwear category TOP 1
1st - 11th November, ranked Tmall underwear brand TOP 1
27th October - 11th November, rated Top 6 for Douyin Double 11 underwear accessories brand.
2021 618 FESTIVAL:
On the first day of Tmall 618, ranked TOP 1 for Tmall's new apparel brand, with over RMB¥300 million - an increase of 300% year on year.
1st - 15th June, TOP 1 for Tmall 618 bra segment
1st - 20th June, Tmall apparel brand TOP 1, Taobao live broadcast Tmall underwear merchant live broadcast list TOP 1
MARKETING HIGHLIGHTS:
On the eve of Double 11, the "Ubras care" commercial was launched, calling on women to pay attention to breast health. It also joined Women of China Magazine and Huakun Women's Life Survey Center to release the "Investigation Report on the Living Conditions of Breast Cancer Patients" report.
On 13th September, Ubras announced that Chinese supermodel Liu Wen will serve as the new brand ambassador, and have successively released several commercials starring Liu Wen on Weibo to promote a new launch - "Ubras Skin-Alike Underwear" winter collection.
蕉内Bananain
BRAND HIGHLIGHTS:
Based on the personalised aesthetics and needs of the younger consumers, relying on differentiated aesthetic designs to stand out, combining product appearance with comfort and practicality, Bananain benchmarks it as "Somatosensory Technology & Aesthetics". This leading home lifestyle brand is "redesigning basic models through somatosensory technology". It was TOP 2 of the Tmall underwear category in 2020.
2021 DOUBLE 11:
On the first day of Tmall Double 11, ranked the top 2 of underwear category
1st - 11th November, ranked TOP 2 of Tmall underwear brand.
2021 618 FESTIVAL:
1st - 20th June, it was TOP 3 in Tmall underwear/home wear category, Top 2 in Taobao live broadcast Tmall underwear merchants live broadcast list.
MARKETING HIGHLIGHTS:
On 18th October, Wang Yibo was officially announced as the brand ambassador.
20th October, it landed in Li Jiaqi's live streaming.
8th November, launched a joint series of game skins with King of Glory.
NEIWAI内外
BRAND HIGHLIGHTS:
Through the insight and recognition of the target group's emotions, based on the accurate expression of brand ideology and vivid storytelling of brand stories, Neiwai awakens and arouses consumers' emotional needs and triggers consumers' spiritual resonance. We call this "emotional resonance type". NEIWAI represents inside and outside. Focusing on the brand value of "Female Self Consciousness", omnichannel sales in the first half of this year increased by 260% year-on-year, monthly sales exceeded RMB¥200 million, with over 50% of annual repurchase rate.
2021 DOUBLE 11:
On the first day of Double 11 on Tmall, ranked the top 4 of underwear category
1st - 11th November, ranked TOP 6 within Tmall underwear brand.
2021 618 FESTIVAL:
Tmall underwear merchants live broadcast list TOP 4
MARKETING HIGHLIGHTS:
20th October, landing in Li Jiaqi's live streaming.
On 28th October, its Cloud Feeling non-size underwear was nominated in the 2021 "Zhihu Must Buy 100" list;
The journey of the brands still has a long way to go. The new underwear brand has just started to shine.
Underwear, has been endued with more meaning, more than what it traditional was. The category has also been given new meaning from its market growth. The younger generation of consumers has grown up, their consumption patterns and shopping habits have changed, product needs and spiritual needs have been further upgraded, and brands need to keep up with consumers. 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 their users.
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