Can Chinese Underwear Brands Win The Hearts Of Chinese Women

The underwear industry is known as "the last piece of cake in the clothing industry". In today's awakening of women's consciousness, various brands are trying to "please themselves" as a sharp tool to re segment the cake.

However, for Vimy, the trend of "pleasing oneself" in the underwear industry presents a "creeping effect": at first, I didn't know where the grass grew, but after a period of time, it was found everywhere. This kind of strategic oversight has given many new brands the opportunity to break through from the side, and also led to the development of Weimi has experienced multiple crises in recent years, and even once fell to the bottom.

Fortunately, "after falling into the trough, every step is uphill.". Now, after a series of thorough self transformation, transformation and upgrading, Vimy is telling the inspirational story of turning the tables against the wind with practical experience. The typical performance is that in the first quarter of 2022, with the overall retail situation in the United States continuing to decline, Vimy achieved better performance than the market expected. The company's latest financial report revealed that in the past 12 months, Vimy has made more than $1 billion in profits.

They're really changing

The key to the success of the company lies in that it has shifted its focus from focusing on what "he" wants to "what she" wants, and with the help of virgin's supply chain capability, it has grasped the trend of "creeping effect" in the underwear market.

Previously, ramie's creative director, RA ú l Martinez, said that "consumers must be given a goal and a reason to say," Wow, they are really changing. "

Now, Weimi has carried out all-round self innovation from three aspects of brand connotation, product matrix and supply chain coordination, so that consumers can see that "they are really changing".

In terms of brand connotation, Weimi began to weaken the single "sexy" label, and "redefined sexiness" together with consumers, expanded "sexy" to a richer connotation definition, and encouraged every woman to be self-confident.

From the "sexy brand" in the past, the brand will be more diversified. Whether it is using transgender models and oversized models in brand advertisements, or choosing models with different shapes, nationalities, skin colors and races, Vimy is transmitting different brand connotations from more and more diverse female perspectives.

In the Chinese market, in 2020, Weimi also officially announced Yang Mi, Zhou Dongyu and he Sui as the spokesmen of local brands. At the same time, Yang Tian Tian, Zhao Xiaotang and Chen man were selected as the brand's close friends. Through these women with different stature and temperament, but with her strength in their own field, Weimi conveyed the brand temperament of encouraging every woman to be brave and "be yourself".

At the same time, Weimi also intentionally adjusted the organizational structure, let the older generation of leaders quit, and increased the proportion of female leaders, so as to truly realize what women need. It is reported that more than 80% of the board members of the company are women, and nearly 90% of its employees are women.

Maybe this kind of thorough reform from the inside to the outside of Vimy has really become a representative brand of grasping the consumption trend and showing the multi female power.

In the product matrix, advocate "different girls, different sizes", with more designs, more styles, more styles to meet different needs of women.

Although many new brand products without steel rims and sizes are popular nowadays, according to the feedback from many consumers in the later period, the "different girls, different sizes" advocated by Weimi may be the product strategy more suitable for the "diversified" consumer demand.

For example, this year's love cloud series of products are divided into comfortable and traceless 3 / 4 cup thin padded bra, Lace Trimmed deep V bra, gathered deep V bra and rimless thin bra to meet women's underwear wearing needs in different scenes. In terms of design, the underwear fabric and lining of love cloud series are made of extremely soft materials, providing the wearer with a light experience of cloud feeling. At the same time, the adjustable shoulder strap is also convenient for physical activity.

Different fabrics, different sizes, different designs, different styles Weimi's rich product line is not only "redefining sexiness" with consumers, but also ensuring that any woman can find suitable products in Vimy and gain comfortable and healthy wearing experience regardless of age, body shape and size.

Strengthen the advantages of the supply chain, cooperate with virgin to build core competitive barriers, and give play to the product capacity of 1 + 1 > 2.

Under the background of consumption upgrading and concept change, Chinese women's underwear consumption expenditure is constantly rising, and the industry ushers in a new growth point. For underwear brands, the key to catch the new growth point of the industry is to look at the supply chain.

As the world's largest underwear manufacturer, virgin has accumulated enough deep and industry-leading manufacturing technologies, such as hot pressing molding, 3-D CAD / CAM design and development system, seamless bonding and other core technologies in the industry, and virgin is the industry leader in R & D strength, investment and patent number. Relying on Virgin's supply chain advantages, virgin will play a greater potential in product innovation.

For example, the "jelly strip vest" and "magic pants without size" which are popular on the market recently, and products that are more in line with the aesthetic and dressing habits of Chinese consumers have verified the ability of 1 + 1 > 2 after the cooperation of virgin and virgin. I believe this will also help the sales performance of virgin in the Chinese market.

Stable 100 billion market, virgin and virgin jointly pave the way

Before that, Vimy went to the trough and did not smell the market change in time. Now, virgin, which has been rewriting its fate, has also started a forward-looking step to explore the market together with virgin.

Seize the "China opportunity" to revive performance and achieve a greater degree of market explosion.

China is the largest underwear market in the world. According to iResearch's data, despite the impact of the epidemic, the size of China's women's underwear market will reach 127.5 billion yuan in 2021. It is estimated that by 2026, China's female underwear market will reach 174.6 billion yuan.

Although the market scale is growing, the industry concentration of underwear market in China is low, and the brands are not differentiated enough in the minds of consumers. There is still plenty of room for Vimy, who is just in time for transition.

As early as 2017, Weimi has been making efforts in the Chinese market, and has begun to actively carry out the construction of online and offline dual channels, and has established a certain brand mentality. Moreover, the transformation and upgrading of virgin also covers Chinese consumers in an all-round way. At the same time, together with the strength of virgin, it can jointly develop Chinese business in all aspects of products, manufacturing, distribution and marketing, so as to achieve a greater degree of market explosion.

As interface news pointed out earlier: with the help of virgin's experience in the Chinese market, virgin will complement each other in terms of production and retail, so as to occupy a greater initiative in the development of China's market, provide goods to various channels more quickly, and more locally manufacture products that meet the preferences of Chinese consumers.

Actively embrace the digital wave and become a brand closer to consumer demand.

On the point of "manufacturing products that meet the preferences of Chinese consumers", virgin and virgin have also taken a forward-looking step: on the eve of 618 this year, virgin and tmall established T-Lab digital industry laboratory. The two sides will jointly explore the digital industry.

It can be predicted that this will strengthen the ability of two aspects for Weimi.

First, through tmall's consumption insight and crowd insight, we can deeply tap consumer demand, and form a series of new product research and development of digital tools, products and service maintenance. With more than 100 international patents, virgin, which has made underwear manufacturing OEM business on the market, is able to transform tmall's consumption insight into virgin products at the manufacturing end. In this way, Weimi can be closer to consumers, to meet their personalized needs, and to build a differentiated product competitiveness.

Secondly, based on the accumulation of virgini in ergonomics research, virgini and tmall can jointly promote the establishment of underwear industry standards and the beneficial exploration of digital technology application in manufacturing industry, which can not only accumulate brand potential energy for Vimy, but also promote virgin to become a benchmark brand in the industry.

To meet the changing needs of consumers with innovative ability, and enhance consumer loyalty.

Every era has its own consumption trend. When the only constant in the market is change, innovation has become an eternal topic of brand.

The success of Weimi at the time of its rise is that it has turned the underwear industry into a fashion industry by its own efforts. Now, in the face of the consumption tide which has changed its direction, Weimi is actively growing and transforming, turning to the "happy oneself" embraced by women. It can be said that in different times of development, Vimy has always been in the innovation of the ability to cope with different stages of consumer demand.

Now, when Virgil redefines "sexiness" thoroughly, it breaks the single "sexy" stereotype of the brand, and cooperates with virgin, the leader in women's underwear production industry, to control product manufacturing and innovation, and to explore a unique communication mode with Chinese consumers with richer and more diversified products.

In this way, consumers' loyalty can be improved continuously, and the market share can be improved continuously to strengthen the market share. From the 4.1 million fans of Weimi tmall's official flagship store, and the contribution of Weimi's Chinese market to the sales of the whole brand, we can see the great potential brought about by Weimi's brand transformation and upgrading, and by working with Vivienne, we can see the great potential brought about by China's consumer market.

Under the changes of the times, Weimi has experienced the ups and downs, which reflects not only a brand which has been established for more than 40 years, but also the enthusiasm and sincerity of embracing changes, which also highlights the tenacity and firmness of Weimi in the face of adversity. Because of this, we can see that a new era brand with "sexy" as the keynote and showing the power of multiple women has started anew.