How To Play The Top Three Underwear Racetrack Under The Competition Barrier

Starting from 2020, the top three players in the new underwear track have basically sat down. From the perspective of actual transaction volume, discussion degree and reputation, the top three places were basically locked in the internal and external, ebras and bananin banana.

Old players like Anli Fang and amo need not be angry. What is discussed here is the comparison between the players established after 2012 or those who make waves in the new consumption era, which can be regarded as the rookie comparison in underwear 2.0 era.

Among them, uberas has gone all over the world with its "no size underwear". Bananin has made its way through tagless label free and hot skin technologies. It has always talked with women both inside and outside, and has built a deep connection between the brand and consumers.

Since 2012, the three companies have successively stepped out of Shanghai, Beijing and Shenzhen, which are very similar to their own urban temperament. The "inside and outside" is exquisite and lazy, "ubras" is comfortable and natural, and jiaonei is avant-garde and sharp. Some subtle differences are that the former two are female entrepreneurs, and the categories are mostly focused on the needs of female audiences. The latter is the main brand created by two male designers, and men's underwear is the first to catch fire.

When old players such as urban beauty closed stores on a large scale offline, the rapid rise of the "new underwear three sisters" also broke up the market, which had been slightly increased in concentration. After a few years, although Huijie shares, an Lifang and ab group were still in existence, the emerging show has broken through completely. Besides underwear, brassieres, yoga suits, fighting suits and home furnishings are also included, Each subdivision field has ushered in an all-round development.

One positive conclusion is that underwear alone cannot sustain a huge cash empire. After the explosion of single products, both jiaonei and ubras have chosen the way of category expansion, which is the same as "inside and outside" which is the first reaction of the three.

And these two from the online fire brand, also rushed to the offline. Under the epidemic situation, new underwear brands have not stopped the pace of expansion. Because of the land rent concessions and brand replacement, the three sisters have moved more frequently offline in recent years.

Although the new underwear brand is still biting, but in the matter of the dispute on the sea has been separated. The highly developed supply chain of China's clothing and the logistics friendliness of underwear make overseas gold mining full of hope. However, people who are prepared for the future should not only consider the things in the next 1-2 years, but should have stood in the past and planned the road for the next 5-10 years.

　　 01 、 New underwear in America

In the afternoon, San Francisco's most tranquil Chinatown, and San Francisco's most tranquil Chinatown. Not far away, San Francisco's unique Dangdang cars continue to travel along market street. Luxury goods such as Hermes and Dior are gathered on both sides of Duban street, and consumer brands such as Dyson and apple are not inferior.

In this location of land and money, the American team of the new underwear brand "inside and outside" is located on the eighth floor of an office building, just one street away from chin Mei Shen street.

In 2020, the first offline store in the United States was originally planned to open in San Francisco, but the team was set up one after another because of the epidemic. Today, they are also actively looking for customer experience managers, marketing managers and KOL marketing specialists to go to the New York region.

Samantha Y., a six month pregnant mother, noticed the underwear brand from China this year. As the bust circumference of pregnancy increased from 32A to 34C, she rarely found a suitable bra. When she accidentally bought the cloud size less underwear inside and outside, she was surprised by the comfort and fit of the bra.

Jenny L. from the United States also felt the same way. She described how she felt when she put on the inside and outside: in the future, she would either not wear underwear or wear it inside and outside. Anyway, she would not wear other underwear.

Not only inside and outside, but also in North America. On the official tiktok of ubras, a video with more than 15000 broadcasts recorded a complaint letter written by customers to the brand, with the core content of "ubras, how can you, how can you make underwear so comfortable?" How high is the amount of 15000 times of play? Just compare with several other videos just over 1000. Besides, the number of tiktok fans of the brand has not exceeded 5000.

Although most of the underwear brands in the United States focus on size and cup shape subdivision to the extreme, but in this wave of no size, cloud feeling underwear trend, more underwear brands began to move towards comfort and zero bondage. It's hard to say whether China's new underwear brands will be able to rush forward bravely or be shot dead on the beach in this wave.

　　 02 、 Channel differentiation of brand

The first thing a new underwear brand wants to solve when it comes to North America is the channel, which is a consensus of several companies.

Leaving aside bananin, jiaonei has not set up an independent brand station for North America, nor has it been launched in Amazon and other traditional e-commerce channels. Even in the life communities where Asian Americans gather, such as the North American money saving express, there are few posts discussed about it. Only the Asian oriented e-commerce website, Yami, has been launched, A third-party seller named "Java island" can sell Wang Yibo's Fisherman's cap, outdoor sun protection clothing, and shell sun protection hat.

The other two players are obviously different in terms of channel considerations.

Uberas is a typical "catch the big and let go the small" style, that is, brand independent stations and traditional e-commerce channels. These "big heads" need to focus on attack, but the construction of other channels (so-called small points) is not mature yet. Of course, this may also be due to the newly built sea going team.

What can be seen from Amazon's official website is that in the business page of ubras, the categories are classified in a meticulous and professional way. The number of products sold by the independent station is less, and the underwear of "Youth" series is highlighted consciously. However, the price of Asian American underwear may exceed that of Asian American brands.

Although it is uncertain whether ubras will set up a local team in North America, the "internal and external" who have already planned to set up a local team have not been stationed in Amazon. They mainly focus on the construction of independent stations. Of course, Asian high-density e-commerce and communities like yami.com and North American money saving express have penetrated. However, they have not directly settled in Yami like uberas. At present, we can see that there is a third-party business selling brand products.

But it's enough to say that it's just doing the independent station. Take a close look at the North American independence station inside and outside, and you'll find that some effort is spent on details.

For example, in terms of seemingly simple payment methods, ubras North America independent station can only use PayPal, visa and MasterCard.

But in addition to the above three common payment methods, they also support American Express Express card, discovery, Diners Club Dalai international card, as well as mobile payment popular in North America recently, such as Google pay, apple pay, and some third-party payment software such as shoppay (built by Shopify) and venmo (similar to Alipay).

In terms of private domain transformation, the ubras independent station can be directly diverted to ins and tiktok platforms. As of 7:44 a.m. on September 2, Beijing time, the number of INS fans was 5301, the number of tiktok likes and fans was 5320 and 4286 respectively. The number of INS fans inside and outside the station at the same time has reached 47700, but the number of fans on pinterest and YouTube is not more than 1000.

Perhaps it is due to the positioning of medium and high-end products, and the pricing is slightly higher than that of ubras. In addition, the core audience of tiktok is teenagers, so the internal and external account operation in tiktok has not been started yet, but the update rhythm of Facebook, pinterest, ins and YouTube has been relatively fixed.

The allocation of local teams has played a significant role. For example, some promotional activities were carried out on labor day and National Day holidays in the United States, and a 20% discount promotion warm-up activity was carried out in the United States Labor Day in September this year.

In terms of logistics, distribution and returns, happy returns, a Los Angeles based website dedicated to online businesses handling returns, has been launched. Goods purchased can be returned in third-party locations such as FedEx, cost plus world market and paper source stationery stores, which not only improves the return efficiency of customers, but also improves the shopping experience.

　　  03 、 Fierce local competition

In fact, if we don't focus on the competition among umbras, inside and outside, and banana in the process of going out to sea, but look at the whole American market, "no size underwear" may not be enough to become a competitive advantage.

Compared with the body shape difference range of Asian women, the fluctuation range of body shape of European and American women is larger. When talking about the "personalized and customized" needs of consumers, underwear brands will instinctively consider the direction of "I need to provide more size choices" to consumers.

For example, the underwear brand thirdlove, which started in the wave of DTC in the United States, can offer consumers a choice of 78 yards, and has successfully rooted the concept of "half size" into the hearts of the people. At the beginning of establishing the brand, the founder also mentioned that the underwear brands sold in the United States at that time had 36 sizes and more than 20 CK brands. Some brands were simply divided into XS, s, m, l and XL, which could not meet the actual needs of consumers.

Therefore, when searching for "onesize Bra" in Amazon and other e-commerce channels and communities, we rarely find American local brands. Most of them are Chinese players, such as ubers and underwear, and sloggi, an international underwear brand. These are all players who have experienced the new wave of Chinese underwear, Will be able to do something in the "no size underwear" field.

Even though the "underwear" and "underwear" of "onety" and "garment size" in the United States are not particularly concerned about the size of underwear and underwear of "beauty" brand in the United States, such as seamless and seamless, they are not suitable for such brands as underwear, underwear, underwear and so on.

In terms of price band, ubras has no great advantage compared with domestic and foreign brands. Underwear brand Hanes recently pushed the Amazon channel price of a seamless and comfortable underwear without size to $8.78. Three other underwear brands, Maidenform, Bali and Warner's, have also reduced their basic models to less than $20.

　　 (screenshot of Amazon)

In contrast, the price range of ubras is between $25 and $35. The girl bras series is a little cheaper, but it is obviously a bit more expensive than the affordable underwear brands in the United States. As for the internal and external price range, it is much higher.

　　 04 、 Where are the barriers to competition

If you go back to the development of the "underwear three sisters", you will find that there are technological breakthroughs and marketing effects. Of course, it is also stepping on the opportunity of the times.

At that time, Weimi was losing its popularity in the Chinese market, leaving a huge window period for the rapid development of new brands.

However, the supply chain of underwear industry is complex, and the process is even more than one ordinary coat. The appearance of "no size underwear" made the "non-standard underwear" of that time "standardized" rapidly. This really improved the production efficiency and lowered the technical threshold for the brand when looking for a substitute factory.

But from the perspective of the supply chain, although it is not ruled out that some brands have mastered some core technologies, the technical details of no size, no sense mark and seamless are all in the upstream production end and raw material end.

For example, the material suppliers at the top of the upstream determine the difference in air permeability, perspiration and elasticity of the cloth, which is the fundamental difference in the consumer's body feel of clothing that directly contacts the skin.

In addition, hosiery machine and seamless manufacturers such as SANTONI in Italy and Metz in Germany almost cover the upstream production machinery. These machines are expensive and require the use of supporting software, which leads to the reduction of the bargaining power of the brand and the price of the product.

Therefore, what brands can do more often is to fully understand the needs of users, conduct material price comparison, product design and iteration, and finally grind out a complete brand story, and stimulate consumers' beautiful vision for future life.

This vision, of course, can not only rely on a underwear, a pair of underwear to achieve.

In the past few years, whether it's uberas, which is playing "no size underwear", or in the banana industry, which constantly feels the circle with technology, as well as the inside and outside of in-depth dialogue with female groups, they have been extending and expanding their categories.

The internal and external active sports series are extended according to ballet ballet, yoga yoga and swimsuit swimsuit. Now, it has become a fast-growing category. In 2021, jiaonei decided to become a more popular and popular brand. With the "24-hour body feeling" as the main line, it added new categories such as home clothes, warm clothes, hats and masks. In addition to underwear, ubras also started to make socks, youth series, sports series and other categories.

Generally speaking, the sea battle is just a small node in the brand process. At present, the domestic and foreign companies are slightly ahead because it took ten years, and there is still time for banana and ubras.

Of course, compared with the underwear giants such as wargol and Diana, the "three sisters" are all latecomers. In the process of brand localization, we can learn to do better in the process of brand localization and continuous improvement.