Analysis of the development of the Internet underwear industry in 2018

In the past ten years or so, e-commerce has always been a hot phenomenon and hot topic. From the initial suspicion and controversy, to the fear and excitement afterwards, to the present acquiescence and embrace, e-commerce has absorbed countless capital and enterprises. It has undergone countless innovations and iterations, making it a brand new shopping channel and consumer experience. This article analyzes the development status of China's Internet + underwear industry in 2018, and predicts the industry market trend.

　　Underwear, mainly refers to clothing worn on the inner layer, usually worn in direct contact with the skin, and is one of the necessary clothing for people. In a broad sense, underwear includes bras, underwear, shapewear, thermal clothing, sports underwear, swimwear, pajamas, home clothes, bathrobes, etc.; in a narrow sense, underwear usually refers to bras, underwear, and shapewear.

In the past ten years or so, e-commerce has always been a hot phenomenon and hot topic. From the initial suspicion and controversy, to the fear and excitement afterwards, to the present acquiescence and embrace, e-commerce has absorbed countless capital and enterprises. It has undergone countless innovations and iterations, making it a brand new shopping channel and consumer experience. As a sub-category of the fashion industry, underwear has been "dancing with e-commerce" for a long time and has achieved fruitful results. As early as 2015, retail sales exceeded 30 billion.

　　Industry development status 1: More and more new brands are obtaining underwear financing

　　 Looking at the domestic Internet + underwear market, more and more new brands have received underwear financing in the past two or three years. However, these financing underwear brands are still in the early stage. The main entry points of these underwear e-commerce brands focus on solving the pain points of traditional underwear, such as the discomfort, poor online shopping experience, and product homogeneity, and the pursuit of diversification in design, channels, and categories.

　　Industry development status 2: E-commerce brands are developing towards omni-channel

From the perspective of e-commerce brands, offline development has become a major trend. After one year of online development, the first offline experience store was opened in 2008. Up to now, there are 40 or 50 stores, of which The vast majority are directly operated stores. Runwei also opened its first store in 2013, and the brand also plans to open about 20 stores by the end of 2016. Another e-commerce brand, Chundu, which started with home furnishings, also opened its first physical store in Chengdu since its establishment in 2011. Dream Bazaar and Lanmiao both announced that they would open more than 30 offline retail stores. In July 2015, Dream Bazaar opened its first digital fast fashion flagship store on Nanjing West Road, Shanghai. And Lanmiao laid out offline channels as early as 2013.

　　Industry market trend: physical stores + new retail is the ultimate trend of the Internet + underwear in the future

Underwear is a product that has a strong connection between purchase desire and experience. Consumers will pay more attention to the experience of underwear. A recent survey of 13 million consumers shows that when people buy clothing online, they are most concerned about: suitability , Quality, size and comfort. Therefore, underwear, as a product with higher experiential requirements, cannot get rid of the independent existence of offline and online, but should be integrated online and offline. Traditional underwear physical stores need to be transformed in order to stand at the forefront of the underwear industry. Physical stores + new retail is the ultimate trend in the future. Ma Yun said, "In the next ten or twenty years, there will be no e-commerce, only new retail. The arrival of "new retail" can make physical stores counterattack and usher in a new dawn.