Underwear Industry Is Expanding, But Traditional Underwear Brands Are Declining.

The underwear industry began to develop rapidly from the early twentieth Century to liberate women's breasts. In 1914, Caresee Crosby made the first boneless underwear with two handkerchiefs and a narrow ribbon, freed the chest and protected the chest. Nowadays, the underwear market is more and more diversified and diversified. Girls' underwear, sports underwear, no ring underwear, pregnant underwear and vest underwear are seen frequently in the market.

In the early underwear market, women consumers basically choose the underwear with the main features of the chest as their main features, so as to highlight the curves of their breasts. Now that Chinese women have chosen more comfortable, fashionable and functional underwear, they have gone to the new fashion of self comfort and self affirmation from the sexy age dominated by male beauty.

The development of underwear industry has spawned the development of the underwear industry. According to the "2019-2021 year global underwear industry operation and the China underwear market monitoring big data report" released by Emmy, it shows that the annual composite growth rate of the global underwear market from 2014 to 2019 is about 7%. China's development is more rapid. In 2019, the size of China's underwear market was about 200 billion yuan, of which female underwear accounted for more than 60% of the total market size.

The sales data of China's underwear industry has increased rapidly, but the performance of underwear brands such as urban beauty and Ann Li Fang has declined. Instead, the growth of the foundry factories such as Jeanne and surpass international is more prominent.

In the recent performance data released in the first half of 2019, urban beauty and Fang Li Fang's revenues and net profits have declined to varying degrees. Urban beauty released a profit warning in mid August, and expected profit in the first half of 2019 will drop by more than 80%. After four years from the peak of 2015, the market value of urban beauty evaporated 15 billion Hong Kong dollars. Another underwear brand, Fang Li Fang, released its interim results, showing that earnings fell 11.45% to HK $1 billion 199 million, and the profit attributable to shareholders of the company fell 41.99% to 673 billion 990 million Hong Kong dollars.

On the contrary, Hui Jie shares grew by 12.46% to 1 billion 294 million yuan in the first half of 2019, and net profit reached 1,91 billion yuan, up 6.38% over the same period last year.

Urban beauty and Ann Li Fang are mainly traditional underwear. The main products are "thin, thin and thick" underwear. The products are basically stuck in traditional production. Nowadays, consumers prefer underwear to personalized, simple and comfortable underwear, which is hard to get the favor of consumers. This is also one of the declining trends in sales. Some consumers pointed out that comfort, net red money, no steel ring and other new labels, which do not touch the city beauty.

Surprisingly, the income of virgin underwear in 2018 increased by 6.7% to HK $6 billion 263 million, of which core bust and underwear products increased by 3.1% to HK $4 billion 875 million. Virginia explained that the growth of performance was mainly due to the advantages of the place of origin transfer, and made corresponding adjustments in Shenzhen and Vietnam in two producing areas, which slowed down the impact of the trade situation.

The great potential of the underwear industry has not brought the dividends to the traditional underwear brands, but on the contrary, they have pulled them down. The millennial consumers are awakening their self consciousness and seeking comfortable underwear. They no longer pursue simple gathering and career lines. And the new underwear brand NEIWAI inside and outside with "no steel ring underwear" mainly comfortable money has opened up China's larger underwear market, with fashion, simple to explain the new era of sexy, success in the young consumer market has been outburst.

In fact, we can find out the trend of underwear industry not only in China, but also in the international underwear market. The market share of underwear brand, which has led underwear trend, has declined sharply. In 2018, its sales fell by 0.2% to $7 billion 375 million. According to Coresight Research's report, in 2018, the share of women's underwear market in the United States decreased from 31.7% in 2013 to 24% in the United States. The sex show, which is known as sexy, has been held for 24 years and is popular all over the world, was cancelled in 2019. The sexy underwear in the age of Victoria is no longer what women want.

The underwear industry has great activity and economic volume in China, and commodity category and industrial chain are beginning to enrich. The category is also gradually refined and favored by different consumers. In the past, the underwear dominated by "sexy" and "charm" was gradually replaced by the underwear of women's self experience, such as "natural" and "true self".

Amy pointed out that in order to break the difficult position, the development trend of underwear industry in the future will gradually take product value as the core to satisfy and guide the development of consumer preferences.