Two Years' Insight Into The Operation Of Underwear Industry And Consumer Data

Under the background of increasing social consumption level, the improvement of people's pursuit of life quality leads to the increasing demand for underwear and other close fitting clothes, which promotes the further development of China's underwear market. According to iimedia research, the scale of China's underwear market will reach 211.5 billion yuan in 2021, and it is expected to reach 273.4 billion yuan in 2027. According to the survey data, comfort (77.1%) and quality (70.0%) are the most important factors for female consumers to consider when choosing brassieres.

With the improvement of women's self-awareness, more and more women begin to pay attention to their own needs and pleasure. Underwear market categories continue to be subdivided, and representative brands such as traceless underwear, big chest underwear, sports underwear, and no size underwear appear, and most of them take comfort as the main selling point, which is easy to attract consumers to pay for "freedom".

　　 The research in this report involves enterprises / brands / cases

Urban beauty, ubras, sugar pie

Core ideas

Market size: Global underwear market scale continues to expand, and China's underwear industry continues to expand

Over the past decade, the global and Chinese underwear market has maintained an overall growth trend. According to iimedia research, the scale of China's underwear market will reach 211.5 billion yuan in 2021, and it is expected to reach 273.4 billion yuan in 2027. Under the background of increasing social consumption level, the improvement of people's pursuit of life quality leads to the increasing demand for underwear and other close fitting clothes, which promotes the further development of China's underwear market.

Current situation of the industry: the awareness of self-care of female consumer groups has been improved, and the comfort of underwear has become the primary concern factor when purchasing

According to the survey data, at this stage, comfort (77.1%) and quality (70.0%) are the most important factors for female consumers to consider when choosing bra. More and more women begin to pay attention to their own needs and self pleasure. Underwear brands constantly subdivide categories to meet the needs of female consumers. Representative brands such as traceless underwear, large chest underwear, sports underwear, and size-free underwear have emerged, and most of them take comfort as the main selling point, which is easy to hit the consumer psychology.

Development trend: online shopping channel is more popular, no size underwear track competition is becoming increasingly fierce

At present, netsheng brands, which focus on different female underwear segments, are rising rapidly and becoming the focus of capital attention. Thanks to the Internet gene, it overcomes the difficulties of size selection and goods return. The size free underwear is more conducive to consumers' online purchase and decision-making. In the future, there will be more traditional brands and new entrants in the subdivision industry of no size underwear, and the race track competition will become increasingly fierce.

The following is an excerpt of the report:

Typical underwear industry

Underwear studied in this report refers to personal clothing, including underwear, underwear, thermal clothing, household clothing, pajamas, socks and many other close fitting clothing. Under the social background of new retail, in addition to traditional underwear enterprises, there are also leisure and fashion clothing enterprises starting to step into the underwear field, and some vertical platforms and brands relying on the Internet have begun to show strong vitality. This report focuses on women's underwear market.

Global underwear market development: market size (1)

Over the past decade, the global underwear market has maintained an overall growth trend, with the global market size expanding from US $68.595 billion in 2013 to US $75.521 billion in 2019. Due to the impact of the epidemic, the underwear industry market will fall into a low period in 2020, and the market scale will be lower than that in 2013, to 66.98 billion US dollars. However, in 2021, the situation will improve and recover to $74.476 billion. It is expected that the global underwear market will continue to expand in the next few years, reaching US $94.105 billion in 2026.

Global underwear market development: market size (2)

In 2021, the U.S. women's underwear market share is close to 18 billion US dollars, which is the country with high global underwear market share. Second, China, with a market share of over $17 billion in 2021. European countries such as the UK, Germany and Italy all have market shares ranging from $2.34 billion to $3.56 billion.

Driving force analysis of China underwear market development: social demand

From 2015 to 2020, China's demand for underwear increased from 10.52 billion pieces to 17.21 billion pieces, with an annual compound growth rate of about 10.3%. With the growth of China's per capita income and the opening of Chinese people's views on underwear consumption, underwear consumption has gradually become fashionable, personalized and diversified, and the demand for underwear consumption of Chinese residents has gradually increased.

China underwear market scale and forecast from 2018 to 2027

The overall market size of China's underwear has increased from 191.1 billion yuan in 2018 to 211.5 billion yuan in 2021, and is expected to reach 273.4 billion yuan in 2027. The growth rate of underwear in 2020 and 2022 will decrease due to the impact of epidemic situation. Women's underwear market is the main component of China's underwear market. According to the prediction, the market scale of women's underwear will reach 1436 billion yuan in 2022 and 150 billion yuan in 2024.

Development of underwear market in China: industry chain map

Development of underwear market in China: female population

Female demographic dividend brings good market prospect for underwear industry. In the past decade, the number of women in China has increased from 662.62 million in 2012 to 689.49 million in 2021, and has stabilized between 680 million and 690 million, which has laid a good population foundation for the underwear market. AI's increasing demand for underwear in China's overall consumption of "hot media" and "women's underwear consumption" is increasing. China's underwear market scale still has a large space for growth. Although there is still a certain gap between the market share of underwear advantage enterprises and developed countries, the industry concentration is increasing.

Development of underwear market in China: top brand sales

Among the top 10 brands in tmall Taobao underwear market in 2021, the sales of classic brands such as Antarctica, Maoren and Hengyuanxiang are good, but the growth rate is weak. The sales growth rate of Antarctica is only - 44%, and that of Maoren is - 2.0%. However, the growth of new brands such as uberas, jiaonei, youkeshu and Neiwai is strong, with a year-on-year growth rate of more than 60%. AI media consulting analysts believe that the traditional leading enterprise Antarctica has an advantage in the underwear market, and its sales share is far ahead. However, with the dilution of brand power, it may show a gradual downward trend. On the basis of the original products, the new sharp brands mainly focus on the difficulties in size selection and comfort, and upgrade the selling points, scene integration and brand value of the products, so as to obtain high-speed growth.

Portrait of basic consumers in China's underwear industry in 2022

According to iimedia research, 74.9% of consumers buy underwear products, and 25.1% of them are men. 58.4% of consumers are 27-39 years old, and 19.5% of consumers are 26 years old or below. Among them, 36% of the respondents' monthly income ranges from 5001 to 10000 yuan, and 29% from 10001 to 15000 yuan. AI media consulting analysts believe that the post-85 and post-90 female groups with medium and high income are the main consumers of underwear products, and relevant brands can carry out product marketing for such groups.

Insight of Chinese female bra consumers in 2022: factors of concern

According to iimedia research, the most important factors consumers pay attention to when buying underwear are the comfort and quality of products, accounting for 77.1% and 77.0% respectively, followed by price and discount, accounting for 51.6%. Appearance, shopping convenience and brand are relatively less considered factors. AI media consulting analysts believe that contemporary Chinese women pay more and more attention to themselves, pay more attention to their body comfort, and pay less attention to the appearance of underwear products than before. Consumers pay more attention to product quality than product brand, and cost performance is also the key to the success of products in the market.

Insight of Chinese female bra consumers in 2022: purchase frequency and price acceptance

According to iimedia research, consumers usually buy underwear every month or several months, accounting for 87.8%, while few consumers buy underwear on a yearly basis. In terms of price, 44.3% of the consumers accepted the underwear unit price range of 50-100 yuan, followed by 100-200 yuan, accounting for 36.6%. AI media consulting analysts believe that most consumers change underwear more frequently, and consumers of medium price underwear are widely distributed. Brands can improve and update underwear styles at medium or medium and high prices according to the changes of months or quarters, so as to meet the purchase needs of consumers.

Insight of Chinese female bra consumers in 2022: preference for rims and materials

According to iimedia research, 78.4% of consumers prefer underwear without steel ring, 69.8% of consumers prefer underwear made of pure cotton, while underwear made of steel ring, polyester or spandex has a small audience. Women's underwear has become the mainstream of women's underwear market.

Insight of Chinese household clothing consumers in 2022: style and price acceptance

According to iimedia research, 73% of consumers have bought adult home clothes, followed by lovers and families, with 38.4% and 35% respectively. In terms of price, more than 50% of consumers can accept the unit price range of 100-300 yuan, 25.4% of consumers can accept products of 300-500 yuan, and only 15% of consumers choose home clothes below 100 yuan. AI media consulting analysts believe that home clothing is a kind of representative of leisure and private life. Consumers tend to consider the needs of their loved ones or family members when they choose. There is a huge potential market for lovers' and family clothes. Nowadays, consumers pay more attention to the quality of products rather than the price, and high-end home clothes are welcomed by the market.

Insight of Chinese sock consumers in 2022: style and price acceptance

According to iimedia research, socks and medium socks are more popular with Chinese consumers, accounting for 48.9% and 42.5% respectively. In terms of price, 45.6% of consumers can accept products with unit price range of 20-50 yuan, and 40.4% of consumers can accept products below 20 yuan. AI media consulting analysts believe that socks and socks are currently popular categories in the sock market, and relevant enterprises can improve production efforts for these two types of products.

Competitive intelligence case of Chinese underwear enterprises: ubras (Sales)

In 2020, the annual sales of ubras tmall will be 1.553 billion yuan, with a year-on-year increase of more than 800%. In the same year, tmall's "6.18" Carnival, the sales of ubras broke the 100 million yuan mark, with a year-on-year increase of 515%. Among them, the top 1 item of no size underwear was the most popular item in the industry. In 2021, the annual sales volume of ubras tmall will be 1.853 billion yuan, with a year-on-year increase of 19.3%. On the same day of "double 11" in the same year, it took 47 minutes to reach the target of sales exceeding 100 million yuan, and then used 3 days to achieve the total turnover of more than 300 million yuan.

Competitive intelligence case of Chinese underwear enterprises: ubras (facing risks)

Umbras is meant to fit most consumers' breasts in one size. Although the underwear without size is "one size fits all", it seems to exist as a "standard product". However, the current technology is super elastic fabric and point bonding, which has obvious defects: sacrificing the bearing capacity, the fabric can fit the consumer's chest with elasticity, which is easy to cause problems such as empty cup of small chest, insufficient pressure and support capacity of large chest, and not beautiful chest shape, For consumers with fullness and chest shape with outstretched / sagging / other characteristics, ubras products may not be comfortable and easy to lose this part of the customer base.

As a type of seamless underwear, no size underwear has few difficulties in midstream manufacturing, but upstream equipment is often monopolized by foreign manufacturers. Although the manufacturing process is simple and the garment adopts integrated sewing technology, the bargaining power of domestic manufacturers is low, and the fabrics mainly rely on underwear manufacturers for innovation, so it is difficult to establish the technological moat of ubras.

Competitive intelligence case of Chinese underwear enterprises: milk sugar pie (Sales)

In 2020, Tianrui will be the first brand in the industry with sales volume of 100 million. In the activities of "double 11" in 2020 and "June 18" in 2021, the milk sugar pie ranks top 1 in the category of large cup brassiere, becoming the leader of China's large cup bra category. During the period of "June 18", 2022, the milk sugar pie sold more than 10000 large cups of brassieres in 10 minutes, and the sales volume of 2 hours exceeded that of 3 days in 2021, and ranked top 10 in underwear industry and top 1 in bra tmall cup.

Competitive intelligence case of Chinese underwear enterprises: milk sugar pie (facing risks)

According to the founder of milk sugar pie, the annual repurchase rate of milk sugar pie in 2021 is about 35%, which is relatively low. In addition, some consumers do not have a clear understanding of their own size, and it is difficult for them to find a suitable underwear through simple online question and answer. Consumers' initial shopping experience is poor and the rate of re purchase is low.

Milk sugar pie has recently accelerated the layout of offline stores to solve the problem of low user experience and repurchase rate. According to the milk sugar pie plan, offline stores will be selected in less popular business districts, covering at least 100 cities in 3-5 years, and each store will be equipped with professionals to provide one-to-one services. However, the store operation ability, professional service ability and cost will restrict the realization of the offline layout plan of milk sugar pie. In addition, in the case of repeated outbreaks, the uncertainty of offline layout is greatly increased, and many challenges are faced.

Analysis of Chinese men's underwear market in 2022: type and material preference

According to the data of iimedia research, among the types of men's underwear, loose boxer pants are the most popular, accounting for 63.2%; In color preference, more consumers prefer light color, accounting for 48.4%; In the material preference, pure cotton and cotton fabrics are popular, accounting for 58.0%, followed by cotton, hemp and iced silk. AI media consulting analysts believe that based on the type and material preference of men's underwear, it can be seen that consumers pay more attention to loose and comfortable when purchasing men's underwear.

Summary of global underwear industry development in 2022-2023

Summary of global underwear industry development from 2022 to 2023: consumer side

Development trend of underwear market in China (1)

Women attach importance to self-improvement, comfort and ease become the main selling point of products

With the improvement of women's self-awareness, more and more women begin to pay attention to their own needs and self pleasure, and no longer look forward to "please the opposite sex" underwear brand. Underwear market categories continue to be subdivided, and representative brands such as traceless underwear, big chest underwear, sports underwear, and no size underwear appear, and most of them take comfort as the main selling point, which is easy to attract consumers to pay for "freedom".

The trend of differentiation of underwear market is obvious, and the ability of brand building needs to be improved

On the one hand, consumers are more confident in the development of underwear market because of their more open attitude towards underwear market. On the other hand, with the new round of elimination and upgrading of the industry, the development market will inevitably develop from extensive to fine differentiation. At present, the domestic underwear brand companies are still weak in brand building ability. China's underwear industry has great room for improvement in brand connotation, and sales channels play a great role in brand building. Therefore, strengthening brand and conceptual distribution will be valued in the future.

Development trend of underwear market in China (2)

Online shopping channels are more popular, and the competition of no size underwear track is becoming increasingly fierce

Thanks to the Internet gene, it overcomes the difficulties of size selection and goods return. The size free underwear is more conducive to consumers' online purchase and decision-making. Not only that, the simplification of size also reduces the proportion of offline stores with heavy assets, making the brand investment cost lower and the capital burden lighter. In the future, in the subdivided industry of no size underwear, there will be more and more new entrants, and the race track competition will become increasingly fierce.

With the rapid rise of netsheng brand, it is easier to reach young consumers

At present, netsheng brands, which focus on different female underwear segments, are rising rapidly and becoming the focus of capital attention. The marketing of Chinese netsheng underwear brand mostly adopts the methods of social platform article promotion and inviting star artists with high popularity to speak for it, which has a higher acceptance degree among young consumer groups. In addition, the sales channels of some online underwear brands have been expanded from online to offline, and the physical stores are usually selected in the middle and high-end business circles in the first tier or new first tier cities, which makes it easier to reach younger, fashionable and personalized underwear consumers. Compared with traditional underwear enterprises, netsheng underwear brand has strong product iteration ability and constantly produces novel styles, which leads to higher loyalty and repurchase rate of consumers.