Sexy No More, 2022 Lingerie Bra Evolution | Interpretation of clothing trends
Does anyone still remember that the once-smash hit Victoria's Secret (Victoria's Secret fashion show) completely disappeared in 2019? and the stereotype of "thinness is beauty" and "curvy beauty" were annihilated in the past.
In stark contrast, when the sexy-themed Victoria's Secret stepped down from the altar, the consciousness of advocating freedom and comfort began to dominate the new aesthetic:New domestic brands represented by Ubras, Bananai, Neiwai, and Milk Candy Pie began to impact the authority of big brands。
The old rules of the market industry have been rewritten, and an aesthetic migration of the underwear industry is taking place.
Tracing the history of women's underwear, it is found that the society's aesthetics of women's ideal body shape are closely related to the development of underwear. Whether it is the 19th century's use of corsets to emphasize full breasts and thin waists, the early 20th century's split underwear, or the 1930s's modern bras made of rayon, elastic fibers and other artificial elastic materials, they are all collective expressions under the dynamic synthesis of social ideology and productivity.
To this day,The diversified performance of the underwear market has shifted from sexy to comfortable through the keywords of large and small underwear brands, from adjusting and shaping to no underwire and no size。
The changes are nakedly reflected in the double 11 ranking every year, and the cutting-edge underwear brands represented by Ubras and Bananai have overtaken the traditional underwear brands in the 2019 Double 11 TOP5 with new underwear curves such as no steel rim and no size.
According to incomplete statistics, from 2017 to 2022, at least dozens of companies in the underwear industry have received multiple rounds of financing, especially the companies that focus on sizeless underwear, underwear without underwires, big breasts, and small breasts, with financing amounts ranging from hundreds of millions.For example, the partners of Zhiyi Technology, Ubras, Bananai, and Milk Candy Pie have all won hundreds of millions of yuan in financing in recent years。
Combined with the statistics of Zhiyi Technology2020-2022 underwear market data, taking the Tao series (Tmall Taobao) underwear/home wear industry - bra category as an analysis sample, the following rules were found:
From the perspective of the change in the proportion of sales of functional attributes of bra categories,Compared with 2020, there is a significant downward trend in subdivision attributes such as gathering and adjustment, while traceless, upper support, large chest and small and invisible show a positive growth trendAmong them, the sales growth of the upper support and the large chest is outstanding. It shows that in the past three years, with the changes in social ideology, women's aesthetics and competition pattern, consumers' functional choices of bras have also shifted.
变化还体现在内衣文胸市场大盘上。就内衣-文胸整体市场规模而言，In the past three years, the sales of Tmall Taobao on Double 11 have fluctuated slightly。
On the one hand, due to the repeated epidemics and economic pressure, consumers tend to be more cautious and conservative about non-rigid consumption of underwear and bras, but they are gradually warming up with the slowdown of the external environment; On the other hand, due to the continuous increase in the influence of Douyin live streaming and Pinduoduo in the large clothing industry, emerging channels have diverted the market share of the Tao system, showing a situation from a monopoly to ecological co-prosperity.
According to the distribution of top brands,In the past three years, the top 20 sales of underwear-bra on Double 11 have all been new consumer brands, domestic underwear represented by Ubras is leading steadily; At the same time, there are also Victoria's Secret, Manifin, and Aimer old well-known enterprises; New brands such as Bananai, Milk Candy Pie, and Suji Liangpin are attracting attention in the ranking.Overall, there are many entrants, but the market competition is still fierce.
After looking at the overall trend of the underwear-bra market, let's comeIn-depth analysis of the characteristics of explosive/hot-selling products。
Based on the TOP500 best-selling items in annual sales of "2020-2022.12 Tmall Taobao Underwear-Bra", Zhiyi Technology sorted out and analyzed the title keywords of more than 1,500 products and found thatThe content of words such as underwireless, lace, sexy, and adjustment is decreasing year by year, while the content of non-marking, large breasts and small breasts, soft support, and no size are on the rise。
Interestingly, when we focus our gaze on:The top 10 explosive items in annual salesproductAt that time, the keyword content of "no size" won 30%, 70% and 50% respectively from 2020 to 2022, which is much higher than the presence of TOP500.
与之相对应的是“无钢圈”，虽然在TOP500中含量最高，但在TOP10中的占比一路从2020年的40%下降到了2022年的20%，推测头部商家/爆品更为侧重于“无尺码”宣传点，而中腰部商家/热销品仍以“无钢圈”作为重点。
另一方面，在盘点2020-2022的TOP10爆款时，注意到有3款爆品连续3年入榜，得到了市场的正向反馈循环，长尾效应源源不断，他们分别是：
“【欧阳娜娜同款】ubras云朵无尺码抗菌背心本命年文胸红色内衣女”连续3年问鼎文胸销售额TOP1，截至目前该商品链接已创造了680W+销量和8亿+销售额；
“波亚婷调整型聚拢收副乳无钢圈无痕内衣”3年里分别斩获第2、第4与第2的出色战绩，累计销售额4亿+；
“【欧阳娜娜同款】ubras无尺码浪花V领|无痕舒适背心文胸罩内衣女”3年里依次取得第7、第5和第9，累计销售额近2亿。
爆品与热销品的所属品牌分布亦有所区别，新秀崛起、老将心有余而力不足的局面开始明显。
从统计的TOP500、TOP50、TOP10榜单里，注意到内衣-文胸市场开始呈现出一超多强的局面，在Ubras取代维密的龙头地位之后，蕉内、内外、有棵树、奶糖派等新势力的爆品数量开始占据一定市场份额，尽管在TOP500中The old brand still has its prestige, but it is gradually disappearing from the TOP50 and TOP10 lists, which are more at the forefront of sales。
Taking Victoria's Secret as an example, in 2020, it will account for the highest proportion of all brands in the TOP500, TOP50, and TOP10 sales on Tmall Taobao, but it will decline rapidly in 2021 until 2022, but it will no longer have an advantage, and it is not even as good as toffee pie and vegetarian skin.
According to the highest-selling Victoria's Secret products in the past year displayed in the background of Zhiyi Technology, it can be found that the selling points of its products are also emphasizing "no traces", "soft support", "jelly strips", and even TOP5 hot-selling products are titled "Yang Mi's same jelly strip anti-gravity bra MAX three-breasted soft support."大胸显小内衣”，可见老牌亦在新趋势中不断自我革新。
尼尔森《中国消费趋势指数》显示，87.4%的新时代女性群体追求的生活状态关键词为自在、舒适。
正如内外的一组文案：按自己舒服的状态活着，是一种对刻板印象的挑战。内衣作为贴身衣物，审判的标准也不再是流于表面的塑形、美观等功能性，而是女性对体验感、价值观的认可。
因此，近年来以Ubras、蕉内等为代表的新式内衣文胸加速崛起，其本质上近似于元气森林打造的零糖、零卡气泡水，是迎着消费者关注自我体验的悦己理念而青云直上的新赛道。
但实际上，The migration of aesthetics has been going on, and the opportunity to subdivide the track has always been.不论是无尺码、无钢圈、无痕还是大胸显小，本质上都是内衣文胸市场的细分赛道，是各个圈层新一代女性对文胸的垂直诉求。
重要的是，每个圈层都有自己舒适度，都需要得到满足。 No size is only a standard product for a certain group of people, in fact, it can not meet the comfort of all women, there are still a large number of consumers feedback that no size is not suitable for plus-size women, and this is the main reason why the toffee pie focusing on C-K large cup bras has sprung up.
