Women'S Underwear Consumption Adds Warmth To The Clothing Market

Under the background of continuous cold winter, the underwear market has become "a warm sunshine in winter".

At the same time, although many well-known brands in the industry, but the largest market share of the brand is only about 3%, lingerie market situation still exists, this allows the cuckoo spring as the representative of the Internet.

Great room for development.

According to Lan Tianxi, in July 2014, the first batch of underwear products of cuckoo went online, and the products were mainly located in the exclusive bra for E-I and other super large female users.

Such product positioning is mainly derived from

The market has greater pain points, that is, the majority.

Most users who only serve the A-D cup ignore users whose size is too large or too small.

The origin of this problem is that the concept of underwear brand in the United States came from the United States in the 30s and 40s of last century. According to the general distribution characteristics of human body and the consideration of scale economy, it only chose most users and lost both ends users.

Faced with such a market environment and user characteristics, cuckoo spring chose to go online.

According to Lantian Xi, the business mode of cuckoo spring has already become a self-contained system. Based on the precise positioning, it fully excavated the strong demand of the target users for comfortable underwear. At the same time, according to the user data of the official website, and the deep interaction results of various channels such as micro-blog, WeChat, and know, it provided a healthy, comfortable and beautiful underwear product for the breast size super large or small users.

Data show that at present, there are over 4 million people in China who are not yet able to retail channels under traditional lines.

Finding the right underwear to wear, according to a woman's average annual consumption of 6 underwear, each underwear hundred yuan calculation, this will be a business of more than ten billion yuan.

With China

With the continuous growth of domestic demand, the underwear market began to enter the era of segmentation.

The first tier cities have gradually entered the fashion and personalized consumption level. Following the second tier cities, they still take into account the radiation effects of practical products on the lower cities; the three line cities focus on practical consumption; and the specialized consumption of underwear in urban areas at the county level and below the county level starts.

Nowadays, subdivision of age has become a major subdivision of underwear development in recent years.

From individuation, fashion underwear to functional underwear, categories are gradually separated from traditional underwear.

According to the current development of underwear industry, its market segmentation direction and rules are becoming clearer.

In the market segmentation, brands occupy different subdivision fields by means of differential competition, which is more and more important.

Lan Tian Xi said that it was born in

The cuckoo spring has a more advanced concept, especially for its underwear, which is closer to the "80 generation", "after 90" and "00 after" consumers.

It is more customary to choose underwear according to the change of scene, or to be more comfortable or more interesting.

At the same time, cuckoo spring also has more than 20 years of underwear industry experts and internationally known underwear.

It provides design support and can provide better quality underwear for Internet users who pursue the fashion and healthy life concept.