She told a story with "no rim underwear"?

There is a line in "Breakfast Bra" that says: Every woman should have a Bra that suits her, and different Bras are suitable for different occasions. The story of Su Fengying (Miya) also began in a Bra: high school year, Su Fengying has become particularly healthy for physical reasons, and the selection of underwear is also keen.

After that, Su Fengying studied in France. Comparing the current situation of underwear in China and France, she found that in addition to the domestic sponge cushion style, there are many high-quality underwear without steel ring, but many young women in China are not easy to buy practical underwear.

Until the end of 2015, Su Fengying and her friend Skyler, who came back from France, came up with the idea of ​​creating underwear. During the stay in France, Su Fengying worked in various underwear studios, luxury brands and fashion magazines. Due to the influence of French culture, the two men also established CrèmeLingerie as a female life aesthetic brand. Unlike AgentProvocateur, FifiChachnil, etc., which is known for its sexy style and girlish style, CrèmeLingerie is mainly a French-style romantic minimalist style, with rimless underwear and home clothes as the main line of the product, and is displayed by integrating life scenes.

Although underwear originated in Europe, there are many underwear brands in China, but in fact, the domestic players are still very simple, except for Manifin, which was founded in 1996, and the old brands such as Aimu, which was founded in 1993, and the rest are unknown underwear manufacturers. . European and American underwear is more in line with the characteristics of Westerners in terms of design and performance. In contrast, China's domestic competition is relatively solid, and there is a gap in the range of choice for young women aged 18-35.

The underwear market is worth hundreds of billions, and the consumption potential is not completely released.

According to a report by Frost & Sullivan, from 2009 to 2013, the total sales revenue of the Chinese underwear market doubled from 113.7 billion yuan to 194.4 billion yuan, a compound annual growth rate of 14.4%. According to the compound annual growth rate of two digits, the total sales of underwear in China will reach about 450 billion yuan in 2018. Especially since the second half of 2015, the demand for steel-free bras has increased significantly.

Consumers' purchasing awareness has escalated. Younger groups after 85 are more likely to accept and try new underwear. No rim design can reduce the pressure on the chest and enhance comfort. Undoubtedly, this increase in demand has contributed to the development of CrèmeLingerie to some extent. Dai Bitian told Yiou that in the first half of the year, CrèmeLingerie relied only on friends to promote it, and word-of-mouth communication quickly accumulated a batch of seed users.

In the eleven months since its establishment, CrèmeLingerie has independently designed and produced 32 underwear and homewear, with an average customer price of 380 yuan, a repurchase rate of 16% and a profit margin of 53%. With the increase in the proportion of self-collected fabrics in the brand, the profit margin of products in 2017 is expected to increase to 70%.

Online is the best way to get traffic at low cost, and offline is the best channel for brand display. Especially for underwear brands, offline stores are essential. At the end of December, CrèmeLingerie will enter the small red book and platform to promote the brand together. After perfecting the data and products, CrèmeLingerie will also choose to cooperate with offline buyers.

Challenge from the supply chain

In fact, compared to ready-to-wear, the manufacturing process of underwear is more complicated, and the entry threshold is relatively high. Dai Bitian introduced that the CrèmeLingerie team is currently 6 people, and the product director is from Forever21. He has many years of experience in Japanese foreign trade orders and self-operating orders, and is proficient in production technology and fabrics. The version of the division has served as Manifin, which can help control product samples and simplify new product development. Process.

Those familiar with clothing know that there is a certain threshold in the industry supply chain, and it is necessary to maintain a reasonable inventory level while ensuring customer service levels. At present, CrèmeLingerie: 1) has six production plants in Shanghai with high communication efficiency; 2) It has the resources of fabric factories, accessories factories, dyeing factories and lace factories in other provinces. It is expected to further expand resources in other provinces in 2017. In order to reduce costs; 3) brand cooperation factories have experience in export processing, the later team plans to streamline the scope of the factory to Japan's export experience to improve overall workmanship and professionalism; 4) fabrics, accessories suppliers quality control strict control, such as Suppliers of silk fabrics are made to the standard by SGS testing.

China's underwear industry has huge potential and is highly fragmented. Even the city's first-largest urban beauty with an annual retail sales of 5.4 billion yuan only accounts for 2.8% of the market. In the emerging underwear brands, the same transformation of the inside and outside of the steel ring, the transformation of the box for adolescent girls, etc., CrèmeLingerie hopes to convey a way of life to the user, when the user awareness and needs have not been really cultivated, slow Slowly awaken everyone's sense of ritual of inner beauty.

Editor in charge: Li Xuetian

Baby Tights

Baby Tights,Cotton Baby Tights,100%Cotton Baby Tights,Baby Cotton Leggings

Jingjiang Pingdong Import&Export Co.,Ltd , https://www.jingjiangsocks.com