Recently, Jingdong Data Research Institute released data on women's bras and men's underwear products for the first half of 2015-2017. The data shows that Jingdong underwear category sales growth is obvious, and consumption maturity is high.
1. Online underwear economy continues to grow at a high rate, and user spending increases
In the first half of 2017, sales of women's bras increased by 66% compared with the first half of 2016.
In the first half of 2017, sales of men's underwear increased by 59% compared with the first half of 2016.
More and more women are fighting for the external beauty, and they are absolutely "not okay". As a product that is “closest†to users, the trend of underwear consumption upgrading is obvious. From the commodity unit price and the customer unit price, it is obvious that the user's promotion of the underwear selection threshold highlights the willingness to pay for comfort. In 2017, the price of women's bras increased by 6% year-on-year, and more and more users chose to buy larger brands, more design, and higher-priced bras.
2, women began to increase the demand for underwear from the age of 26
Women aged 26-35 are the main customers who buy bras on the Jingdong platform, accounting for more than 40%; followed by women aged 36-45, accounting for 27%; women aged 16-24 account for 25%. At this stage, women have higher requirements for the functionality and comfort of the bra, and they also have a certain pursuit of design and value.
The proportion of female users in the higher age group increases with the size of the cup. In order to effectively prevent chest shape, sagging, and expansion, young women begin to pay attention to and care for chest health.
According to the data of all bra cups sold from Jingdong platform, the proportion of women with B cups is the highest in the country, more than 60%, followed by A cups (19%) and C cups (15%), D cups and above users 5%.
Geographically, in addition to the large online shopping provinces of Guangdong, Jiangsu, Zhejiang, Beijing, and Sichuan, users who purchase bras through the Jingdong platform are also from Shandong, Hubei, Hunan, Henan, and Shanghai.
The provinces with the highest proportion of F-cup bras in the locality are: Xinjiang, Shanxi, Inner Mongolia, Qinghai, and Chongqing.
The provinces with the highest proportion of E-cup bras in the local order are: Jilin, Hainan, Heilongjiang, Chongqing, and Yunnan.
The provinces with the highest proportion of D-cup bras in the locality are: Xinjiang, Tibet, Inner Mongolia, Beijing, Sichuan.
In addition to water and soil conservation, some of the above-mentioned central and western provinces may have fewer offline channels for purchasing larger cup bras, regardless of style or style, which has led to the purchase of larger cup bra users.
3, bra is the most close friend of women, but also the most beautiful accessories
When a functional commodity is given more non-critical missions, its value is upgraded. Underwear is the best example. Female consumers regard underwear as an element of fashion and collocation, and attach importance to its design, fabric and shape.
To shape, but also to liberate. In recent years, female users have become more and more concerned about the health of the chest, indicating that the rimless underwear is popular. In the bra sold on the Jingdong platform, the sales volume of the non-steel bra is 70%, which effectively reduces the restraint on the chest and obtains a certain degree of comfort while shaping.
I can't hide sexy. On the fabric, nylon is the most mainstream fabric, and the sales of nylon bras account for more than 61%. Because the materials are not suitable for deformation, the glossy surface is easy to match and popular, and it has become the first choice of many underwear manufacturers. The second sales volume is lace fabric, which accounts for 14% of sales. The bra material is sexy and beautiful. Many women are not resistant to lace materials.
Back type and cleavage, more people choose cleavage. In the bra style, the U-shaped bra can present a sexy perfect back, while the V-shaped bra presents a charming cleavage. Among Jingdong bra users, V-type bra sales are even better, with sales accounting for 58%; U-shaped bra sales account for about 42%.
From the style point of view, 3/4 cups are still the mainstream of bras, with sales accounting for 79%; followed by full cups, sales accounted for 15%; 1/2 cups, 5/8 cups, etc. also have a small market.
4, choose comfort, functional needs are clear
From the functional point of view, the most important underwear function of the user is still gathered. The sales volume of the gathered underwear in all underwear accounts for 20%, followed by adjustment (17%), lifting (10%) and side acceptance (10%). Can effectively improve the problem of chest sagging, breast milk, external expansion and so on. The age of the underwear purchase group is concentrated between 26 and 45 years old. Women of this age group are more concerned about shaping, and they hope that the figure will be more straight.
From the user's subjective needs, the key search terms for the 2017 search bra era TOP5 are: no steel ring bra, gathered bra, girl bra, sports bra, tube top bra. It can be seen that the user's need for comfort and functionality is very clear when choosing a bra. Secondly, users also pay special attention to the material of the bra, and the number of times to search for glossy bras and thin bras is also very high.
From the brand, the urban beauty has a high rate of active referral among users, followed by Ai Mu, Mannifen, Ancient and Modern, Eve Show.
Eggs: Men's Underwear Say Goodbye to Logo
Men's underwear also reflects the same characteristics. The men have already bid farewell to the "low-rise jeans reveal a logo-printed underwear side" fashion, turning to a more restrained, low-key design.
Jingdong Big Data shows that although solid color underwear is still the most popular men's underwear, sales accounted for more than 60%, but the color underwear also attracted different consumers. In general, stripes, letters and cartoons are the most popular colors in men's underwear.
Geographically, when men all over the country are chasing the trend of stripes, Beijing's men love the letter style, and the sales account for the first place in the color underwear. Men in Hunan have a special liking for polka-dot panties, and the elimination of cartoons has become the third largest sales volume, and it is also a honey-sweet aesthetic. Shanghai men bring their own style, and the sales of plaid underwear ranks third, second only to stripes and letters. The men of the magic all focus on the “gentleman feeling†inside and outside the word.
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