Banana × Zhiyi | Data-driven domestic underwear rolls out new standards

In August 2019, the founder of Diao Ye Brisket, Afu Essential Oil and Beaver Family, Diao Ye shouted "New consumption is a monstrous wave,All consumer goods deserve to be redoneIt directly pierces the window paper of the traditional industry and detonates the transformation of consumers' right to speak on the tuyere.

In all the changes, the demand for self-pleasure is rapidly increasing with the handover of the main consumer force, and "self-pleasing" has gradually evolved into one of the most representative new consumer trends, forcing related product design to return to the most essential user thinking.

For example, in the field of underwear, which has been silent for many years, people used to want the functional needs of "being able to wear", but the new underwear developed by Bananai is "redone" based on the design thinking of "pleasing oneself" to meet the psychological needs of "easy to wear".

Source: official website

Buying is the greatest affirmation of the product. SoThe performance has doubled for 4 consecutive years and the online GMV of more than 1.9 billion yuan in 2021It is the most authentic and enthusiastic response of this underwear market to Bananai.

But where does the basis for "redo" come from? Where does the demand from "wearable" to "easy to wear" come from?

In 2022, Bananai reached a cooperation with Zhiyi TechnologyEstablish a development path of using data to gain insight into trends, capture consumer pain points, and seize new tracks for subdivided categories, so as to reshape the new standard of the underwear and home wear industry.

Bananai's first super hit product is a men's "label-free panties". Since its launch in November 2016, this model has been sufficient to dateIt has created tens of millions of salesIt is still the brand's ace hot-selling product.

The original intention of the development of the popular model mainly stems from an "itching point", that is, the soft and hard, awkward, and unignorable chemical fiber label (washing label) on the edge of the close-fitting underwear, which has troubled countless people for 86 years.

It just so happened that the two founders of Banana were both designers, and their habitual pursuit of perfection and user experience made them determined to make a change, starting with the removal of this itchy label.

Soon, in the 8th month of the company's founding,Bananai pioneered the concept of "non-inductive underwear" in the industry and created the original Tagless label technologyUsing materials with zero chemical irritation, label information such as underwear composition and size is directly printed on the fabric.

This "comfortable" innovation directly hit the psychological resonance and consumption motivation of consumers, and successfully won a city in the blank area of the men's underwear market.

Before it was launched on the market, Bananai also repeatedly tested the sales strategy of this underwear, such as the packaging combination of "88 yuan 3 pieces" and "33 yuan 1 piece" which is more suitable for new product promotion.

It can be seen that whether it is at the beginning of product design or before the market,Banana attaches great importance to the feedback of the market and consumers, and in the apparel industry, it has also created products with Internet thinking from beginning to endBy anchoring the pain points and itching points of consumers to design differentiated products, and detonate the market to achieve rapid growth.

Therefore, if a brand wants to be recognized for its products, a comprehensive analysis of the market, consumers, and competing products is the only way, especially to explore common pain points and difficulties that need to be solved urgently.

Fortunately, today's demand insights can be derived from data analysis, which is more advanced than manual records and experience dependence in the past.For example, with the help of third-party data tools -Zhiyi's [Evaluation Analysis]Function.

Figure: A brand's Review Analysis page

at[Evaluation Analysis]page, users can intuitively see the evaluation analysis of stores and products,With the assistance of intelligent algorithms, you can also refine the keywords of bad reviews, and directly capture the feedback and pain points of yourself and competing products.

At the level of evaluation dimensions, there are othersFabric, size, workmanship, deformation, fadingand other more targeted attribute proportion analysis,Efficiently streamline the workflow and provide a basis for the development and optimization of subsequent products.

At the same time, the price test link of the new product before it is put on the market can also be tested through Zhiyi【Store Analysis】【Price Analysis】to achieve it.

Figure: A brand's Review Analysis page

Combined with the sales volume, sales volume and proportion trend of new products in each price band of competing products, it is conducive to further assisting brands to understand the price distribution law of the industry, and facilitate the analysis of various dimensions in the planning of new products.

On the other hand, having a hot product is only the basis for success.

The characteristic of market competition is that with the change of the environment, the advantages of any brand will be followed by competitors, which will intensify and intensify the contradictions.

is like the well-known Laotan sauerkraut beef noodles, the subsidy war between Uni-President and Master Kong for more than a year, the two sides lost both sides and their performance declined sharply.

Therefore, when Bananai is also faced with the problem of being chased by its peers, the answer it gives is to continue to innovate to build a brand moat, enhance competitiveness, and defend the vested market with a more advantageous competitive strategy.

merelyIt is not the price that rolls up the banana, but the technology and category。

Based on the design idea of "no sense", they then extended the "somatosensory technology" with the same skin feeling experience, and typed "Redesigned basicsWith a rate of 2-3 categories per year, it has expanded from underwear to socks, bras, loungewear, etc.

Source: Weibo

In line with the ban on labels on underwear, this category expansion also follows the direction of optimizing the consumer experience. For example:

In response to the pain points of heel dropping, boat socks were redesigned;
For the pain points of empty cups, running cups, and upper channeling, the bra was redesigned;
The handmade non-inductive sewing process is used to divide the socks into left and right;
ADDING A SENSE OF "SCIENCE AND TECHNOLOGY", UPGRADING THE WARM AND SUNSCREEN CATEGORIES, AND NAMING THEM AS AIRWARM "HOT SKIN" AND MOVESTECH "COOL SKIN" RESPECTIVELY.

……

Gradually, Bananai's category has extended from a single underwear to sun-protective clothing worn outside, and even covered daily home peripherals such as towels, slippers, scarves and glovesThe A round of financing of hundreds of millions of yuan has set a new record for the highest valuation of underwear brands in China in the past 10 years。

Source: Weibo

Just like Bananai's differentiated product development route that focuses on insight into pain points, brands should establish when expanding new categoriesOn the basis of a comprehensive understanding of category trends, plan the direction of category design optimization。

Figure: Zhiyi's [Industry Observation] page

Use"Zhiyi"target【Industry Insights】functionBrands can gain global insight into category trends under the empowerment of data, and the year-on-year sales volume/sales/new number including weekly and monthly sales can be grasped through visual charts.

Figure: Zhiyi's [Attribute Observation] page

Even if it is perpendicular to the pajama sleeve length, collar type, placket, fabric, etc. in the underwear/loungewear category, it is known about clothing【Attribute Insight】Data can also be used to capture consumers' deeper and more refined demand trends.

meantimeThrough the latest algorithms such as big data and image recognition technology and artificial intelligence recommendation engine, Zhiyi Technology's subsidiary【Knowing】It's coveredINS, Weibo, Xiaohongshuand other fashion platforms and fashion show information at home and abroadupThe largest structured apparel database in the apparel industry。

Figure: The search display page of Zhiwen

High-quality fashion information precipitation of social media at home and abroad,Easy for brands/designersGet a one-stop look at the latest and most comprehensive fashion trend analysis, so that scattered multi-party information can be summarized and sorted, with deeper insight into consumer needs and preferences, and accurate prediction of the future.

As in【Knowing】Search for "pajamas" on the homepage to appear multi-country INS topics, Xiaohongshu topics and fashion information. click【Little Red Book】It can also directly obtain first-hand social media public opinion in the popular brand list, hot word list, and note hot spots.

Icon:知款The 【Little Red Book Insights】page

Zhiyi Technology's professional trend team will also be there「知款」的【趋势报告】The district continues to output industry-oriented white paper reports, such as "2022 Spring and Summer Underwear/Home Wear Trend Analysis" and "2022 "618" Home Wear Overall Review", which are output in the form of market sales data and show trend analysis, for designers to screen design inspiration when looking for and selecting styles.

Figure: The Trend Report page of Zhifu

Only with continuous trend insight can we have continuous creativity, so as to optimize and incubate new explosive products.With a progressive businessContinuously drive brand growth.

It has only been 6 years since Bananai was founded in 2016, and looking back on its shocking growth rate inside and outside the industry, it is closely related to the fact that product design has always been insightful of industry trends and grasped consumer pain points. As the brand name Bananain is, it means to focus on the inside, focus on design, focus on user experience.

Whether it is "non-inductive underwear" or "somatosensory technology", Banana is allIn the insight, it leads the new direction of the industry, with its own "redefinition of basics", redefined the new standard of new underwear loungewear.

Zhiyi Technology hopes to work with more companies with the potential to change the industryWith the original intention of "AI to help the apparel industry", we use data to empower industrial innovation and redefine industry standards.

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