The underwear market in china by Daxue consulting

SEPTEMBER, 2018
UNDERWEAR
MARKETINCHINA© 2018 DAXUE CONSULTING
ALL RIGHTS RESERVED

Our China network at your service
daxue consulting: local expertise, national coverage
BEIJING, CHINA
Room 726, Building 1, 40 Dong
Zhong Road,
Dongcheng District
SHANGHAI, CHINA (Head Office)
Room 504, 768 Xietu Road,
Huangpu District
HONG KONG, HONG KONG ISLAND
13 Queen’s Road Central, Floor 23,
Central District
daxue consulting in a few sentenes:
• A market research firm specializing on the Chinese market since
2010
• With 3 offices in China: in Shanghai, Beijing and Hong Kong
• Employing 20+ full-time consultants
• Full, complete, national coverage
• Efficient and reliable fieldwork execution across China
• Using our expertise to draw precise, reliable recommendations
• With key accounts from around the world
2

Daxue consulting
Data-collection & operational analysis to approach the Chinese market
Deliver
results for
specific
segments
Trusted
partner of
major Gov.
Institutions
The best
talents
from East
& West
2 Major
advantages
Prestigious
investors
 Kima Ventures (Xavier Niel
investment fund) and private
investors
 A unique expertise on China
 A goal to be as close to the
market as possible via thorough
data-collection from off- and on-line
market research
 A team of full-time consultants from
leading Western and Chinese
backgrounds
 Recruits among the best
international talents
 Data-collection and analysis on
the Chinese market
 Responsiveness and flexibility in
all our projects
 Operational and data-collection-
based consulting
 High quality at an affordable cost
3

Values, principles and vision of daxue consulting
Responsibility
International team
Empowerment through
comprehensive management
Project Leaders and Project Managers
evolve in an environment that pushes
them to learn and leverage the best
technologies to understand markets and
assess opportunities. Higher level
management in daxue consulting focuses
on creating a challenging and
intellectually stimulating environment for
the team members to attract new clients
and retain old ones
Loyalty to our clients
Comprehensive, scientific,
and logical reasoning
Efforts are always rewarded
Accountability on execution and efforts
Transparency of sources and
information
High performance in our work At all levels at daxue consulting
Working on each project making exchange
and challenges
4

The strengths of daxue consulting
6 crucial competitive advantages
 daxue consulting is recruiting the
brightest of the brightest talents
in China and Europe directly from
universities and leading schools.
 Teams are tailor-made depending
on the projects
 One client = one senior project
manager
 daxue consulting has a commitment
to answer emails within a day. We
are result-oriented and do not count
our time to accomplish our tasks.
 Regular reports with our clients in
order to make sure we reach the
goal expected from our clients.
 Pricing flexibility thanks to
daxue’s specific structure
 Our obligations are based on fixed
price and not on time spent on the
project.
 Our methodologies are rigorous
and serious, taking information from
the best practice in the world of
consulting and research.
 Demanding on the results, detail-
oriented, respectful towards our
commitments.
 Corporate presentation.
1. Rigorous & Creative 2. Responsive
5. Affordable 6. Professional
 daxue consulting does not
outsource its services. We
manage our own assistants and use
directly technological tools.
 We have a deep understanding
on the fieldwork and the context
within which data was collected.
3. We manage from A to Z
 We care about results and design
our research in order to be
operational.
 We are driven by metrics such as
customer acquisition costs,
business plan KPIs, P&L
optimization.
4. Actionable recommendations
2. Responsive
Responsive
Manage
from A to
Z
Actionable
Recommendations
Affordable
Professional
Rigorous
& Creative
5

An experienced organization with the Chinese market
Our unique nationwide
network of professional
degree candidates
(among top MBAs, CPAs,
CFAs, PhDs & similar
degrees) as well as
university professors
work with us on a per-
project basis to
complete large-scale
data gathering that even
large firms cannot match.
Support from your
project manager is just a
phone call away. Clients
tell us how pleased they
are to find their senior
consultant had
researched their business
and understood their
unique challenges in
China.
We recruit international
people and local people
to work together on
complex business
questions. Thanks to well-
proven methodologies
and deep knowledge of
software, we team of
daxue is collecting the
best-of-the-art data and
information.
Serving small, medium,
and large-scale
enterprises, customizing
our services to the
specific needs of our
client organizations,
helping you to succeed in
business into the future.
Nation-wide reach
Responsiveness &
flexibility
Talented people Our clients
daxue latest quotations in recent
publications
(click on the logo to be redirected to the
articles)
6

A recognized expertise on the Chinese market
A workshop and Q&A session on the imported food industry in China organized by
daxue.
• daxue consulting holds conferences in Shanghai and Beijing gathering an audience
of industry professionals and experts.
• This strong communication and public relations effort allows us to:
– Benefit from some of the strongest networks and databases of
professionals from any field in China
– Create the deepest and most up-to-date database on Chinese and
HK’s markets.
– Prove our real expertise and understanding on Mainland China and Hong
Kong on a daily basis.
• daxue consulting never reveals any information related to its clients or their research
projects. The company always performs additional data-collection in order to share
the most relevant, insightful information about China’s markets.
Lecturing at Peking University MBA.
daxue consulting
daxue consulting
daxue consulting
@daxueConsulting
daxue’s CEO talking about senior
market in China on Thoughtful China
The most active china-based consulting firm on the internet
7

Our references – Governments & Institutions
Some examples
8

Our references – Business To Business (B2B)
Some examples
9

Our references – Business To Consumer (B2C) (1/2)
Some examples
10

Our references – Business To Consumer (B2C) (2/2)
Some examples
11

Testimonials
E-commerce @ 80-Billion-USD revenue
retailer
Managing Director @ Palmer Hargreaves
PALMER
HARGREAVES
“The communication, structure, problem solving and support we received from the team throughout the
project was fantastic, and it provided us with the ideal structure to keep the client engaged and confident of the
deliverables.
In terms of the outputs / deliverables, I was very pleased with the level of detail in the reporting, speed of
response to questions and the flexibility to adjust and provide alternative output views.
Should we be in the position of providing similar support to our clients in future, I would have absolutely no
hesitation in contacting daxue consulting again, working in partnership to deliver a high quality solution.”
“Thank you so much for your and your team's support regarding our China eCommerce project. The feasibility
study was very well delivered and useful to give us insights about China market. As business evolves, we
definitely need to keep abreast of the latest developments to cope with the rapid change of the market. In this
sense, we will continue to need your support to our business growth.”
R&D @ P&G (Baby Care)
Business and Institutional Support
@ International Trade Center
“I want to give you my heartfelt thanks from depth of my heart. I do not know words to describe how thankful I am.
You did a great job. On top of your professional attitude, you pleasant personality made the whole marathon a
fun.”
“I was very happy with the study and support and will recommend to continue the collaboration.”
Marketing Manager @ Flik Flak
Director Business Development @ Miele “First of all, we would like to thank you for the professional support. You gave us good information and
advice and we were able to improve the overall experience.”
I would like to thank you both (and Ido) for your work on this project. We did appreciate a lot working with daxue
and we felt that the research was well carried. So thank you! Should we have any further needs regarding the
Chinese Market; we will be in contact!
E-commerce @ Zwilling Beauty
Consumer Insights Manager @ Colgate
“Most of the measures were very helpful to us like promotions, in-store communication, brand availability, etc as we
did not have any other data source to know it in the market. We found bigger insights beyond numbers by
analyzing the pictures - planogram execution, qualitative assessment of secondary displays and in-store
communication.”
“I would also like to take this opportunity to let you know that we are quite happy with the research. I am using a lot
of the research insights for the pre-budget presentation in July.”
12

Software we use for research
13

Overall statues of underwear market in China
1
• The underwear market is growing at a stable pace in China
2
• China’s underwear industry is becoming increasingly segmented
3
• The styles of women's underwear is becoming more personalized
4
• Functional underwear (shaping underwear, warm underwear and etc.) has
been a significant part of China’s underwear market
5
• Social media platforms are significant promotion channels for many
brands
www.daxueconsulting.com +86 (21) 5386 0380
TO ACCESS MORE INFORMATION ON THE UNDERWEAR MARKET IN CHINA, PLEASE CONTACT DX@DAXUECONSULTING.COM
14

44,577
47,632
51,548
55,811
8.75%
6.85%
8.22%
8.27%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0
10,000
20,000
30,000
40,000
50,000
60,000
2015 2016 2017 2018F
Total sales revenue of China underwear market
Sales revenue (million USD) Growth rate
Source: Apparel Report 2018-Underwear
During the past a few years, the annual sales of underwear in China has
exceeded 40 billion USD.
The stable growth of China’s underwear market revealed that there is still
development space for this field in the future.
The underwear
industry is
booming in China
www.daxueconsulting.com +86 (21) 5386 0380
15

Male consumers:
•Brands
•Comfort and health
•Prices and sizes
Female consumers:
•Brands and sizes
•Comfort and permeability
•Looks beautiful
•Different functions according to personal
requests
The main reason of increasing market segments is varied demands
from consumers in China, especially young consumers.
Based on the information from China’s social media and e-commerce
platforms, the most concerned aspects of consumers can be divided
as follow.
Diversified demands
from Chinese
consumers are
creating more market
segments
16

Price range of different underwear categories
Man’s underwear
Categories of man’s underwear Maximum price (RMB) on
Taobao/ Tmall
Minimum price (RMB) on
Taobao/Tmall
Boxer (平角裤) 2,742 29.8
Man’s briefs (三角裤) 1,877 35
Man’s vest (男士背心) 30,323 19.9
Man’s long underwear (男士长内裤) 3,315 11.38
Swimwear (泳衣) 4,112 18.9
Warm underwear (保暖内衣) 5,999 49.9
All segments 30,323 11.48
17

Price range of different underwear categories
Man’s underwear
Categories of woman’s underwear Maximum price (RMB) on
Taobao/ Tmall
Minimum price (RMB) on
Taobao/Tmall
Seamless bra (无痕内衣) 4,274 19.9
The ultra-thin underwear (超薄内
衣)
7,577 17.82
The strapless underwear (无肩带
内衣)
13,090 19.9
The corset (紧身胸衣) 4,798 24.9
The underwire (钢圈内衣) 5,130 15.9
The wireless bra (无钢圈内衣) 44,301 29
Lingerie (性感内衣) 7,702 38.2
Swimwear 4,299 39.9
18

20%
70%
Market share of top 10 Chinese brands in China Market share of top 5 USA brands in USA
Top 10 Chinese brands market share in China VS Top 5
USA brands market share in USA
By the end of 2017, there are around 3,000 female underwear
brands in China’s market. Among them, the sales of 90% brands
are lower than 100 million RMB.
The market share of top 10 Chinese domestics brands less than
20% totally.
Low degree of
industry
concentration
Source: 2018-2023 China underwear market demand and investment strategy analysis report
The graph compared the
underwear market in China
and USA.
It showed that USA market
dominated by top brands,
but no dominating players
in China’s underwear
market.
It also indicated the large
space for small players,
international players and
new players in the market.
19

Keywords analysis on Baidu index: men’s underwear
Top 10 man’s underwear
brands in China
Man’s underwear
Man’s underwear in the world
Famous brands
Man’s underwear
Boxers
Man’s underwear pictures
Man’s underwear
Brands
Man’s bra (One kind of bra
for man developed by a
Japanese company )
• The most related words of man’s underwear on Baidu is Top 10 man’s underwear brands and man’s underwear
pictures.
• The only related products are boxers and male bras.
• The biggest requests of man’s underwear are brands and pictures on Baidu.
Man’s boxers pictures
20

Man’s underwear
• The top 3 related words of man’s underwear on Baidu is Top 10 man’s underwear brands, man’s boxers pictures
and brands.
• Brands and boxers are most searched elements of man’s underwear.
Top 10 man’s underwear
brands in China
Man’s boxers pictures
Famous brands
Man’s underwear in the world
Boxers
21
Keywords analysis on Baidu index: men’s underwear

Search trends on WeChat index: men’s underwear
According to the WeChat index in 90 days, 30 days and 7 days:
• The search peak was in July, August and September on WeChat index.
• The search number showed a recent increase from September.
22

Keywords analysis on WeChat and Zhihu : men’s underwear
On WeChat and Zhihu, topics and questions about man’s underwear include several aspects:
• Brands recommendation
• The way to pick man’s underwear: material, style and brands
• Different styles and functions of man’s underwear : moisture wicking, sports and how durable it can be
• Health knowledge of man’s underwear:
23

Keywords analysis on Weibo: men’s underwear
On Weibo, the topics and comments about man’s underwear mainly consist of the following aspects:
• How to pick man’s underwear: brands, material, mode and workmanship
• Popular brands
• Comfort and health: permeability and antiseptic
This post is about how to pick a good man’s underwear,
material, mode and workmanship should be fully understood
when pick man’s underwear.
A video about man’s underwear from Spain on youku
24

Weibo KOL analysis : men’s underwear
The video is from the Fashion show underwear in Asia
posted by “阳光健将” (Yang Guang Jian Jiang).
“阳光健将” (Yang Guang Jian Jiang) is a fashion and sports KOL, his posts about man’s underwear mainly focus
on the videos of different underwear show.
The video is about Argyle Grant swimwear in Fashion
Week posted by “阳光健将”.
25

Sales analysis on Taobao/Tmall: men’s underwear
Categories Material of top seller Biggest sales on Tmall Top seller price (RMB)
Boxer Pure cotton 222,346 32.8
Man’s briefs Pure cotton 25,665 38
Man’s vest Pure cotton 5,392 59.9
Man’s long
underwear
Modal 1,414 29.9
• Based on Maijia, the top monthly seller of man’s underwear on Taobao/Tmall is boxer.
• Pure cotton is one of the most popular materials for man’s underwear among online consumers.
• Boxer is the most popular category among all categories of man’s underwear products.
26

Baidu search rate for brands: ThreeGun
Baidu index Geographic & demographic distribution
Top regions: East China; North
China; South China
Top provinces: Jiangsu;
Shanghai; Guangdong
Top cities: Shanghai; Beijing;
Hangzhou
67%
33%
male
female
0%
6%
34%
18%
42%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Most of the people searching are above 40 years old, and people
under 39 years old accounted for 40%.
• Males account for 67%, and females account for 33%.Data from 2017.1 – 2018.9
• The search number was high during
October 2017 and January 2018, when it
is time for new season clothes.
• When people search “ThreeGun” on
Baidu, there is the official online store on
Tmall and website, and introduction from
Baidu.
27

WeChat index analysis for brands: ThreeGun
• The search number on WeChat shows a rapid growth from 18th September and it’s significantly high on 20th
September for its new arrivals.
• The search index barely changed before 18th September.
28

Keywords analysis on WeChat: ThreeGun
The topics and questions about ThreeGun on WeChat focus on the following items:
• Brand introduction, mainly topics is ThreeGun ‘s 80 years history.
• Brand upgrade in two directions:
1. Build younger brand image by choosing Chinese actor “李晨” (Li Chen) as spokesman
2. Develop overseas business by building overseas offline stores
29

Brands analysis on Weibo: ThreeGun
• On the Weibo official account of ThreeGun, the brand posted 2,121 messages and it owns 13,977 followers.
• Most posts of the brand consisted of new arrivals advertisements, discount activities and event related to special days such
as Chinese Valentine's Day.
• Recently posts mainly about warm underwear for autumn and winter in China.
This post is about a discount activity of ThreeGun.
Consumers would receive the coupon if they join the
VIP program of ThreeGun before 31st August.
This post is about new arrivals of Three Gun in autumn, the
underwear is endorsed by “李晨” (Li Chen) , who is a
Chinese popular actor .
30

Sales on Taobao/Tmall: ThreeGun
• The top sales category of Three Gun last month on Taobao/Tmall was pure cotton boxer with sales recording 1,269,774
RMB.
• The total sales volumee last month is 97,242 items on Taobao/Tmall.
• The top monthly seller price is 119 RMB.
31

Website analysis: ThreeGun
On the official website of ThreeGun, there are several elements to notice:
• Through the new spokesman “李晨” (Li Chen), the brand built a younger image and posted its TG member service.
• By using short video, the company introduced the history of the brand.
• New arrivals and customized products.
32

Advertisements analysis from YouKu: ThreeGun
• The advertisements of ThreeGun are mainly consisting of short videos.
• There are only a few advertisements of ThreeGun available on Youku.
• The popular Chinese actor “李晨” (Li Chen) is the only spokesman of those advertisements.
33

Baidu search rate for brands: Schiesser
• The search index fluctuated around the
average value and high searches mainly
came from the new arrivals launched by
the brand.
• When people search ‘Schiesser’ on
Baidu, they usually browse its online
stores on JD and Taobao/Tmall.
China; South China
Top provinces: Guangdong;
Beijing; Zhejiang
Top cities: Beijing; Shanghai;
Shenzhen
56%
44% male
female
3%
11%
56%
27%
4%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Most of the people searching are around 30-49 years old, and
people under 29 years old accounted for 14%.
• Males account for 56%, and females account for 44%.
Data from 2017.1 – 2018.9
34

WeChat index analysis for brands: Schiesser
• The search number on WeChat was significantly high on 17th and 21st September for its new arrivals and discount
activities around Mid-Autumn Festival 2018.
• The search index showed a decreasing trend since 21st September.
35

Google trends for brands: Schiesser
• In past 12 months, the interest for Schiesser remained stable and it showed a growing trend since September 2018.
• The interest mainly came from Germany and Switzerland.
36

Keywords analysis on WeChat and Zhihu: Schiesser
The topics and questions about Schiesser on WeChat and Zhihu focus on the following parts:
• The brand has a fashionable and high-end image among consumers.
• Main functions of Schiesser underwear are absorbing sweat and good permeability.
• New arrivals in Autumn, Winter and Spring.
• Discount activities.
37

Brands analysis on Weibo: Schiesser
• On the Weibo official account of Schiesser, there are 807 followers and 450 posts.
as Chinese Valentine’s Day.
This post is about a discount activity of Schiesser in
Valentine’s Day. This post about a event launched by Schiesser with the
theme “love yourself”
38

Sales on Taobao/Tmall: Schiesser
• The top sales category of SCHIESSER on Taobao/Tmall is pure cotton boxer with the sales of 189,270 RMB.
• The sales volume last month is 17,588 items.
39

Website analysis: Schiesser
On the official website of Schiesser, there are several elements:
• Discount and membership events
• There are 8 categories of man’s underwear, which is more than most other brands.
• There is an introduction of weekly most popular products on the website
40

Advertisements analysis from YouKu: Schiesser
• The advertisements of Schiesser mainly consists of short videos.
• Family life is the main topic used by those advertisements.
• The average number of views is 69 …
41

Baidu search rate for brands: JOCKEY
average value and high search index came
from middle of July for its new arrivals.
• When people search ‘JOCKEY’ on Baidu,
they usually browse its official website
and online stores on Taobao/Tmall.
China; South China
Zhejiang; Shandong
Shenzhen
63%
37% male
female
4%
11%
52%
28%
5%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
Data from 2017.1 – 2018.9
42

WeChat index analysis for brands: JOCKEY
• The search number on WeChat was significantly high on 8th July and 14th July for its new arrivals around the 2018
World Cup
• After 12th September, the search number showed a rapid decreasing trend.
43

Google trends for brands: JOCKEY
• In past 12 months, the interest trend mainly came from Paraguay, Hong Kong and Peru.
44

Keywords analysis on WeChat: JOCKEY
The topics and questions about Jockey on WeChat focus on couple of parts:
• 100 years history and entered Chinese market.
• Jockey is one of the most popular underwear brands in the World
• Discount activities and new arrivals of the brand.
45

Brands analysis on Weibo: JOCKEY
• On the Weibo official account of Jockey, there are 91,205 followers and 949 posts.
• Most posts of the brand consisted of new arrivals in Summer, discount activities and events such as underwear show in
Shanghai.
This post is about new arrivals of sports underwear
launched by Jockey during the Summer. This post is about discount events of Jockey products in the
Summer.
46

Sales on Taobao/Tmall: JOCKEY
• The top sales category of JOCKEY last month on Taobao/Tmall is pure cotton sports boxer with the sales of 115,830 RMB.
• The total sales volume last month is 6,592 items.
47

Website analysis: JOCKEY
On the official website of JOCKEY, there are several elements:
• There are around 10 categories of man’s underwear, which more than all other brands.
• There are 8 different collections also more than other brands.
• No Chinese version on the official website.
48

Advertisements analysis from YouKu: Jockey
• The advertisements of NanJiren mainly consist of short videos and comfort is the most important topic among those videos.
• The average number of views is 166.
49

Baidu search rate for brands: NanJiren
• The search index was in January and
October–December, when it is time for
new season clothes during Autumn and
Winter .
• When people search ‘NanJiren’ on Baidu,
China; South China
Zhejiang; Jiangsu
Shenzhen
70%
30%
male
female
6%
14%
50%
27%
3%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
Data from 2017.1 – 2018.9
50

Keywords analysis on Baidu index: NanJiren
Man’s underwear
• The most related words of NanJiren on Baidu index are the NanJirne official flagship stores, official website and e-
commerce.
• The related brand is BeiJirong (北极绒).
• The most searched elements of NanJiren are flagship stores, the brand and website.
Embry Form
Aimer underwear
Cosmo Lady
NanJiren official flagship stores
NanJiren official website
NanJiren e-commerce
Authorized by NanJiren
NanJiren logo
How is the brand NanJiren
NanJiren textiles
NanJiren products are
everywhere on Taobao
E-commerce
NanJiren
BeiJirong
51

Keywords analysis on Baidu index: NanJiren
Man’s underwear
• The top 3 related words of NanJiren on Baidu index are official website, BeiJirong and the NanJiren brand.
• The most searched elements of NanJiren are the brand, its website and flagship stores.
Woman’s
underwear
NanJiren official website
BeiJirong
How is the brand NanJiren
NanJiren e-commerce
52

WeChat index analysis for brands: NanJiren
• The high search number on WeChat index is on 24th August for its new arrivals and events.
• The search number showed a decreasing trend from 23rd September.
53

Brands analysis on Weibo: NanJiren
• On the Weibo official account of NanJiren, there are 249,542 followers and 1,675 posts.
• Most posts of the brand consisted of new arrivals advertisements, discount activities and important events.
• Pure cotton seems the most used material of NanJiren.
This post is about a discount of NanJiren’s boxers.
This post said the 2018 e-commerce GMV of NanJiren
exceeded 10 billion RMB by now.
54

Sales on Taobao/Tmall: NanJiren
• The top sales category of NanJiren last month on Taobao/Tmall is pure cotton boxer with the sales of 9,617,550 RMB.
• The total sales volume last month is 3,492,749 items.
• The top monthly seller price is 35.8 RMB.
55

Website analysis: NanJiren
On the official website of NanJiren, there are several elements:
• There are large amounts of collections on the website, such as warm underwear, sports underwear and etc.
• New arrivals focused on sports underwear.
56

Advertisements analysis from YouKu: NanJiren
• The advertisements of NanJiren are mainly consisting of short videos.
• The advertisements focusing on warming underwear and used Chinese popular actors as spokesman, such as “刘德华”
(Liu Dehua).
57

Baidu search rate for brands: JianJiang
• The high search index came from January-
March, when it is time for new season
clothes and brand launched new arrivals.
• When people search ‘Jianjiang’ on Baidu,
China; South China
Zhejiang; Jiangsu
Shenzhen
69%
31%
male
female
3%
11%
60%
24%
2%
0%
20%
40%
60%
80%
under19 20-29 30-39 40-49 above50
Data from 2017.1 – 2018.9
58

WeChat index analysis for brands: Jianjiang
• The search number on WeChat show a rapid growth from end of June and it’s significant high on 10th July for its new
arrivals.
• In general, the search index has been fluctuating all the time.
59

Keywords analysis on WeChat: Jianjiang
The topics and questions about Jianjiang on WeChat focus :
• The low price is one of the main points attracting consumers in China.
• The underwear of Jianjiang look comfortable, but not durable.
60

Brands analysis on Weibo: Jianjiang
• On the Weibo official account of JianJiang, there are 10,027 followers and 52 posts.
• Most posts of the brand consisted of new arrivals advertisements, discount events on some special days in China, such as
818 shopping day (the online shopping activity on 18th August every year launched by Suning.com).
• The Chinese popular action stars “甄子丹” (Zhen Zidan) is the spokesman of the brand.
This post is a products introduction of Jianjiang.
This post is about discount events of Jianjiang on Suning on
818 shopping day, the underwear is endorsed by “甄子丹”.
61

Sales on Taobao/Tmall: Jianjiang
• The top sales category of Jianjiang last month on Taobao/Tmall is pure cotton boxer with the sales of 676,533 RMB
62

Website analysis: Jianjiang
On the official website of Jianjjiang, there are several elements:
• Through the spokesman “甄子丹” (Zhen Zidan), the brand builds a strong and tough guy image.
• The advertising words “真男人不做表面功夫” (The true man doesn’t work on surface formality), it showed a unique
image to consumers.
63

Advertisements analysis from YouKu: JianJiang
• There is only 1 available advertisement video about JianJiang on YouKu.
• The number of views is 600.
64

70%
20%
10%
2017 female underwear market share
B Cup
A Cup
C Cup and above
Source: Domestics and international female underwear consumption comparing
In China’s underwear industry, female products are definitely
leading the market. In 2017, 60% of total underwear market was
taken by woman’s underwear products.
Based on the sales data from popular e-commerce platforms
such as Taobao/Tmall and JD, B cup bra and the wireless bra
favored by female consumers in China.
Women's
underwear is the
largest market
segment
65

Offline stores are still
crucial for underwear
brands
• For those large underwear
brands and companies, offline
chain stores are still
fundamental part.
• Hui Jie Group owns more
than 3,000 offline stores and
Embry Form has about 1,925
offline stores in China.
• According to Dianping.com,
there are about 750 underwear
dedicated stores currently
operating in Shanghai area.
Main store chains in
Shanghai
Number of stores in
Shanghai
Embry Form 60
Aimer 62
Mani Form 65
Gujin underwear 159
6IXTY 8IGHT 24
Fandecie 32
Cosmo Lady 208
66

Keywords analysis on Baidu index: women’s underwear
Man’s underwear
• The most related words of woman’s underwear on Baidu index are the strapless, straps, lace underwear and ultrathin.
• The related underwear categories are the strapless, lace underwear and the cup.
• The most searched elements of woman’s underwear are related products categories.
The ultra-thin
underwear
The strapless
The lacy underwear
Straps
Girl
Woman’s
underwear
Lacy
Girl’s mini underwear
Woman’s bottoming blouses
Woman's underwear and man's
underwear
Girl’s beddings
67

• The top 4 related words of woman’s underwear on Baidu index are the strapless, straps, lace underwear and ultrathin.
• The related underwear categories are the strapless, lace underwear and the cup.
The strapless
The ultra-thin underwear
Straps
The lacy underwear
Lacy
Ultra thin
68
Keywords analysis on Baidu index: women’s underwear

Search trends on WeChat index: women’s underwear
• the search number showed a recent increasing trend from September.
• The search peak was in August and September on WeChat index.
• The search peak in August came from the period around Chinese valentine’s day in 2018.
69

Keywords analysis on WeChat and Zhihu: women’s underwear
On WeChat and Zhihu, topics and questions about woman’s underwear include several aspects:
• Brands recommendation
• The way to pick woman’s underwear: material, style (the underwire and the wireless), size and soft
• Health knowledge of woman’s underwear: how to clean and take care those underwear
70

Keywords analysis on Weibo: women’s underwear
On Weibo, the topics and comments about woman’s underwear mainly consist of several aspects:
• How to clear underwear
• Popular brands and styles
• Comfort and health: permeability and antiseptic
This post is about new arrivals launched by Rihanna for
Autumn and Winter, it showed the theme “All Women are
Goddesses” through women with different colors.
A video about the user experience of products from Embry
Form, it is posted by a fashionable KOL.
71

Weibo KOL analysis : women’s underwear
This post is street pictures of Victoria’s secret underwear
model.
“大Mia的时尚账号” (Da Mia fashion account) is a fashion
KOL on Weibo, her posts about woman’s underwear mainly
consist of underwear shows and model pictures from popular
brands such as Victoria’s secret.
This post is about the technological underwear of
PDORA underwear.
“潘多拉内衣CEO贞贞” (Pdora underwear CEO
Zhenzhen) is a underwear industry KOL, her posts
focus on the couple aspects:
1. Good woman’s underwear should be healthy
and comfortable, the wireless bra is a good
option
2. PDORA is focusing making woman’s underwear
more healthy and comfortable. 72

This post is a underwear ads about Correction underwear
from Meracy posted by “内衣专家露西” (Underwear
expert Lucy)
“内衣专家露西” (Underwear expert Lucy) is a well-known
underwear designer and KOL , her posts mainly cover the
following aspects:
1. Permeability of woman’s underwear is very important
and correction underwear is a good option.
2. Health should be considered as the first elements when
people pick woman’s underwear.
This is an article posted on Weibo by “内衣专家露西”
(Underwear expert Lucy) about how to pick bra, it has
16,745 readers.
The main idea of this article is that correction underwear
can perfectly fit the demand of health and beauty.
73
Weibo KOL analysis : women’s underwear

Sales analysis on Taobao/Tmall: women’s underwear
Categories Material of top seller Top monthly sales on Tmall Top seller price (RMB)
The wireless bra Nylon 73,968 19.9
The strapless Nylon 30,198 49
Lacy underwear Nylon 23,948 16.8
Seamless bra Nylon 31,309 59
Based on Maijia, there are some elements about woman’s underwear online:
• Nylon is one of the most popular materials for woman’s underwear among online consumers.
• The wireless bra is the most popular category and the top monthly seller among all categories of
woman’s underwear products.
74

Baidu search rate for brands: Triumph
• Women’s Day are in March, Valentine’s
Day are in August, which promoted
women to focus on lingerie and increased
the search numbers.
• When people search “Triumph
underwear” on Baidu, there is the official
online store on Tmall, introduction from
Baidu and official website.
Data from 2017.1 – 2018.9
China; South China
Shanghai; Jiangsu
Shenzhen
34%
66%
male
female
2%
14%
56%
26%
2%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
75

Keywords analysis on Baidu index: Triumph
Man’s underwear
• The most related words of Triumph on Baidu index are Triumph flagship stores, Triumph official website and
Triumph logo.
• The related underwear brands are Maniform and Ordifen.
• The most searched elements are website and logo.
Embry Form
Aimer underwear
Cosmo Lady
Cosmo Lady mss
Triumph
Triumph official flagship stores
Triumph official logo
Triumph official website
Official website
Ordifen
Maniform
76

Keywords analysis on Baidu index: Triumph
Man’s underwear
• The top 3 related words of Triumph on Baidu index are Ordifen, Triumph official website and Triumph logo.
• The related underwear brands are Maniform and Ordifen.
• The most searched element of are website and logo.
Woman’s
underwear
Ordifen
Triumph official website
Triumph official logo
77

WeChat index analysis for brands: Triumph
• The search number on WeChat index showed a decreasing trend from the middle of September and it keeps stable
decreasing in recent 7 days.
• The highest search index came from early September, when it is time for new season clothes.
78

Keywords analysis on WeChat and Zhihu: Triumph
The topics and questions about Triumph on WeChat and Zhihu focus on the following parts:
• Size of Triumph's bra: consumers can easily get large size
• Comfort and styles:
1. The wireless bra are more comfortable
2. The styles are novel and fashionable
79

Brands analysis on Weibo: Triumph
• On the Weibo official account of Triumph, there are 55,778 followers and 400 posts about the brand.
• Most posts of the brand consisted of new arrivals advertisements, discount events for its 132-year-old anniversary
celebration.
• Comfortable and body shaping are the most mentioned features of Triumph underwear.
This post said: Underwear is the second skin of women,
it is a fashionable clothes and important things to
improve women’s confidence; comfort is also a key
requirement. Triumph is the favor brand recently.
This post is about series discount activities from the 132-
year-old celebration of Triumph.
80

Sales on Taobao/Tmall: Triumph
• The top sales category of Triumph last month on Taobao/Tmall is small size wireless bras with the sales of 368,349 RMB.
• The total sales volume last month is 28,884 items on Tmall/Taobao.
81

Website analysis: Triumph
On the official website of Triumph, there are several elements to notice:
• The brand image focusing on being comfortable and beautiful.
• New arrivals is the main part of the first page on official website in China
• Sports underwear is another important category of Triumph.
82

Advertisements analysis from YouKu: Triumph
• The advertisements of Triumph mainly consist of short videos that last around 30 seconds.
• Average number of views of all related advertisements is 107 .
83

Baidu search rate for brands: GuJin
• Women’s Day is in March, Valentine’s Day
is in August, which promoted women to
focus on lingerie and increased the
search numbers.
• When people search “Gujin underwear”
on Baidu, , there is the official online store
on Tmall and website, and pictures about
this brand’s products.
Data from 2017.1 – 2018.9
China; South China
Shanghai; Jiangsu
Shenzhen
47%
53%
male
female
1%
7%
49%
35%
8%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
84

WeChat index analysis for brands: GuJin
• The search number on WeChat index fluctuated around a lower ranking compare with other brands.
• The high search index mainly came from the period around woman’s day, Chinese Valentine’s Day and new seasons.
85

Google trends for brands: GuJin
• The interest trends showed a large range fluctuation in last 1 year and a decreasing trend in September 2018.
• In past 12 months, the interest trends mainly came from Mainland China, Spain and Hong Kong.
86

Keywords analysis on WeChat: GuJin
The topics and questions about GuJin on WeChat focus on the following items:
• Brand introduction, mainly related the brand’s development history.
• GuJin underwear is one the leading brands in underwear industry in China.
• Recent events, which includes discount events and anniversary celebration
• There are some questions and comments said about the odd smell of GuJin’s underwear after washing them.
87

Brands analysis on Weibo: GuJin
• On the Weibo official account of GuJin, the brand has 29,776 followers and 1,606 posts.
as Chinese Valentine's Day.
This post is about a discount activity of GuJin
underwear in Chinese Valentine’s Day.. This post is about new arrivals of GuJin in Autumn, the
advertisement used an old style painting to show its new
products.
88

Sales on Taobao/Tmall: Gujin
• The top sales category of GuJin on Taobao/Tmall is lacy and ultra-thin bra with the sales of 920,253 RMB.
• The total sales volume last month is 85,709 items on Taobao/Tmall
89

Website analysis: GuJin
On the official website of GuJin, there are several elements to consider:
• Company and brand introduction
• “Feelings” and “Love yourself” are main messages the website is trying to convey to visitors.
• By using short videos, the website showed the whole process from design to sales, which is different from other brands.
90

Advertisements analysis from YouKu: GuJin
• The advertisements of GuJin mainly consist of short videos that are shorter than 1 minute.
• Chinese elements are the significant parts in those advertisements.
91

Baidu search rate for brands: Cosmo Lady
China; South China
Top provinces: Beijing;
Guangdong; Shandong
Top cities: Shenzhen; Beijing;
Guangzhou
49%
51%
male
female
5%
19%
52%
21%
3%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
Baidu index
average value but showed a continue
declining trend from 2017.
• When people search “Cosmo Lady” on
Baidu, it usually shows its official
webiste, magazine and introduction
from Baidu.
Geographic & demographic distribution
Data from 2017.1 – 2018.9
92

Keywords analysis on Baidu index: Cosmo Lady
Man’s underwear
• The most related words of Cosmo Lady on Baidu index are the Cosmo Lady e-commerce platform for goods order,
official website and sales service system.
• The most concerned elements of Cosmo Lady are e-commerce platform and its website.
Embry Form
Aimer underwear
Cosmo Lady
Cosmo Lady e-commerce platform for goods order
Cosmo Lady mss sales service system
Goods order
Cosmo Lady sales service system
Cosmo Lady b2b e-commerce platform for goods
order
Cosmo Lady official website
93

Man’s underwear
• The top 3 related words of Cosmo Lady on Baidu index are e-commerce platforms, goods ordering and e-
commerce.
• The most searched element of Cosmo Lady is the e-commerce platform of the brand.
Woman’s
underwear
Cosmo Lady e-commerce
platform for goods order
Goods ordering
Electronics
Keywords analysis on Baidu index: Cosmo Lady
94

WeChat index analysis for brands: Cosmo Lady
• The search number on WeChat index showed a rapid growth since August, when the new arrivals and discount events
launched by the brand.
• The search index also showed a continue decreasing trend from early September.
95

Google trends for brands: Cosmo Lady
• The interest trends showed a large range fluctuation in last 12 months and a growing trend in the end of September
2018.
• In past 12 months, the interest trends mainly came from Hong Kong, Indonesia and United Kingdom.
96

Keywords analysis on WeChat and Zhihu: Cosmo Lady
The topics and questions about Cosmo Lady on WeChat and Zhihu focus on a couple of elements:
• Cosmo Lady’s underwear show 2018 in Beijing
• Brand upgrades, mainly consisted of two parts:
1. Internationalization, doing research USA underwear market in New York to improve products design and hiring
former CEO of Victoria’s secret.
2. New technologies, includes smart stores, developing smart underwear and mobile app.
97

Brands analysis on Weibo: Cosmo Lady
• On the Weibo official account of Cosmo Lady, there are 789,906 followers and 7,848 posts.
• Most posts of the brand consisted of new arrivals for Autumn and Winter, discount activities related to special days such as
Chinese Valentine's Day.
• The famous fashion model “林志玲” (Lin Zhiling) is the most popular spokesman of Cosmo Lady in China.
This is a short video advertising about the Cosmo Lady
new arrivals in 2018 Autumn and Winter, it is fronted by
“林志玲”.
This post is about new arrivals of Cosmo Lady, the
seamless underwear series LK8F80.
98

Sales on Taobao/Tmall: Cosmo Lady
• The top sales category of Cosmo Lady on Taobao/Tmall is wireless bras in Autumn and Winter with the sales of 1,027,895
RMB.
99

Website analysis: Cosmo Lady
On the official website of Cosmo Lady, there are several elements:
• There are 5 different product series with 5 themes: sexy, elegance, cute, young and health, which can fit consumers’
demands from different directions.
• Cosmo Lady owns seven brands and around 8,000 offline stores.
100

Advertisements analysis from YouKu: Cosmo Lady
• The advertisements of Cosmo Lady mainly consist of short videos and related to fashion topics.
• The famous model “林志玲” (Lin Zhiling) is the only spokeswoman in most advertisements.
101

Baidu search rate for brands: Aimer
• The high searches mainly came from
the new arrivals launched by the brand
and the Women’s day in March.
• When people search ‘Aimer underwear’,
and official online store.
China; South China
Beijing; Shandong
Top cities: Beijing; Hangzhou;
Chengdu
36%
64%
male
female
1%
8%
47%
38%
6%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
Data from 2017.1 – 2018.9
102

Keywords analysis on Baidu index: Aimer underwear
Man’s underwear
• The most related words of Aimer underwear on Baidu index are Aimer underwear official website, How is Aimer
underwear.
• The related underwear brand is the GuJin underwear.
• The most searched elements of Aimer underwear are the brand and its website.
Embry Form
Aimer underwear
How is Aimer underwear
Aimer underwear official website
Official website
GujIn underwear
GuJin
103

Keywords analysis on Baidu index: Aimer
Man’s underwear
• The top 3 related words of Aimer underwear on Baidu index are How is Aimer underwear, Aimer underwear official
website and Youku.
• The most searched elements of Aimer underwear are its website and what people think about the brand.
Woman’s
underwear
How is Aimer underwear
Aimer underwear official website
YouKu
104

WeChat index analysis for brands: Aimer
• The high search number came from early July and August, when it launched new arrivals for the season clothes and
Chinese Valentine’s Day.
• The search index also showed a decreasing trend since middle of September.
105

Keywords analysis on WeChat and Zhihu: Aimer
The topics and questions about Aimer on Zhihu focus on a couple of elements:
• Discount events and season clothes in New year and Autumn.
• The brand has been considered as one of the most popular underwear brands in China.
• Aimer underwear 25-years anniversary show in Shenzhen 2018.
• The brand’s name has romantic meanings and built a romantic image among consumers.
106

Brands analysis on Weibo: Aimer
• On the Weibo official account of Aimer, there are 3 million followers and 13,389 posts.
• Most posts of the brand consisted of new arrivals for Autumn and Spring, discount activities and event related to special
days such as Chinese Valentine's Day.
This post is a short video introduced the new arrivals of
Aimer in the Spring.
This post is a short video showed the new arrivals of Aimer
in the Autumn and Winter.
107

Sales on Taobao/Tmall: Aimer
• The top sales category of Aimer last month on Taobao/Tmall is the wireless bra with the sales of 171,626 RMB.
108

Website analysis: Aimer
On the official website of Aimer, there are several elements:
• There are 4 product series on the Website: family underwear in Autumn, swimwear, lingerie and luxury underwear, which can
fit consumers’ demands from different segments.
• New arrivals based on different seasons.
• Brand events and activities, such as 25 years celebration.
109

Advertisements analysis from YouKu: Aimer
• The advertisements of Aimer underwear mainly consist of short videos and related to season clothes.
• The average number of views of all related advertisements is 213.
110

Baidu search rate for brands: Embry Form
47%
53%
male
female
1%
7%
49%
35%
8%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
China; South China
Shanghai; Jiangsu
Shenzhen
Data from 2017.1 – 2018.9
• The high searches mainly came from the
new arrivals launched by the brand and
the Women’s day in March.
• When people search ‘Embry Form’ on
Baidu, they usually browse its official
website and official online store.
111

Keywords analysis on Baidu index: Embry Form
Man’s underwear
• The most related words of Embry Form on Baidu index are Embry Form official flagship stores, How is Embry Form
underwear and Embry Form China Fashion Co., Ltd.
• The related underwear brand is the Cosmo Lady.
• The most searched elements of Embry Form are the brand, company and stores.
Embry Form
Embry Form China Fashion Co.,Ltd.
Cosmo Lady
How is Embry Form underwear
Embry Form official flagship stores
Underwear
Clothes
Flagship
Lady
112

Man’s underwear
• The top 3 related words of Embry Form on Baidu index are Embry Form official flagship stores, How is Embry
Form underwear and Embry Form China Fashion Co., Ltd.
• The related underwear brand is the Cosmo Lady.
• The most concerned elements of Embry Form are its flagship stores and what people think about the brand.
Woman’s
underwear
Embry Form official flagship stores
How is Embry Form underwear
Embry Form China Fashion
Co.,Ltd.
Cosmo Lady
113
Keywords analysis on Baidu index: Embry Form

WeChat index analysis for brands: Embry Form
• The search number on WeChat index showed a large fluctuation range during July and August, the high search mainly
came discount events, new arrivals and Chinese Valentine’s Day.
• The search index also showed a decreasing trend since middle of September.
114

Keywords analysis on WeChat and Zhihu: Embry Form
The topics and questions about Embry Form on WeChat and Zhihu focus on couple of parts:
• New arrivals launched by Embry Form and popular events such as Chinese Valentine’s Day and underwear show in
Shenzhen.
• Online price seems lower than offline stores’ price.
• Environmental underwear designed by Embry Form is one of the new development directions.
• VIP.com seems a good platform for buying Embry Form products.
115

Brands analysis on Weibo: Embry Form
• On the Weibo official account of Embry Form, the brand owns 37,876 followers and 1,748 posts.
• Most posts of the brand consisted of new arrivals in Autumn and Winter, discount activities and events related to special
days such as Chinese Valentine's Day.
• Swimwear show during summer 2018.
This is the introduction of first membership day of
Embry Form in August 2018.
This post is about 500-80 coupon and 50% off when
consumers purchased two products between 9th and 10th
September.
116

Sales on Taobao/Tmall: Embry Form
• The top sales category of Embry Form last month on Taobao/Tmall is lace lingerie with the sales of 278,998 RMB.
117

Website analysis: Embry Form
On the official website of Embry Form, there are several parts:
• There are dozens of products segments, which is more than most other brands.
• By using short videos, the company introduced different types of underwear.
• Distribution stores and important events can be checked on the website.
118

Advertisements analysis from YouKu: Embry Form
• The advertisements of Embry Form mainly consist of short videos, related to season clothes and events such as anniversary
celebration of the brand.
• The average number of views of all related advertisements is 156.
119

Sales from Daigou system: Victoria's secret (USA)
• The total sales on last month was 2,550,654 RMB
• The total sold number last month is 11,732 items.
120

Sales from Daigou system: Triumph (Germany)
• The top sales category of Triumph last month on Taobao/Tmall is small size wireless bras with the sales of 368,349 RMB.
• The top seller price last month is 199 RMB.
121

Sales from Daigou system: Wacoal (Japan)
• The top sales category of Wacoal last month on Taobao/Tmall is seamless and wireless bra with the sales of 349,444 RMB.
• The total sales volumee last month is 37,451 items.
122

Sales from Daigou system: Schiesser (Germany)
• The top sales category of Three Gun on Taobao/Tmall is pure cotton boxer with the sales of 209,385 RMB.
123

Sales from Daigou system: JOCKEY (USA)
• The top sales category of JOCKEY last month on Taobao/Tmall is pure cotton sports boxer with the sales of 115,830 RMB.
124

Sales from Daigou system: Calvin Klein (USA)
• The top sales category of Calvin Klein last month on Taobao/Tmall is boxer for Spring with the sales of 218,520 RMB.
• The total sold number last month is 39,608 items.
• Last month’s top seller price is 360 RMB.
125

1. The market size of underwear will keep
a stable growth
In the next a few years, China’s underwear
market will still keep stable development
with around 8%-15% annual growth rate.
2. The change of consumption and
lifestyle is creating new demands
China’s consumers are gaining increasing
weight but also more and more concerned
about healthy lifestyle and consumption,
such as the booming sports underwear
and functional underwear.
3. O2O is becoming a key sales modus
operandi for most brands
Many underwear brands have started to
combine online sales and offline shopping
experience, mobile payment is the link
between the two channels.
4. New technologies and materials are
coming
Since the demands of consumers are
more personalized and variety, new
technologies and materials are developing
by many brands.
The coming few years are considered as an important period for the
underwear market in China.
Leading the
development of the
underwear industry in
China
126

“Answering complex
market questions on the
Chinese market through
proven methodologies
and tech tools”
OUR OFFICES
Beijing, China
Dongzhong Jie #40
Shanghai, China
Room 504, 768 Xietu Road, Xuhui
District
Hong-Kong Island, Hong-Kong,
13 Queen’s Road, Floor 23
ABOUT US
127

This report is the property of
Daxue Consulting. No
copyrighted materials may be
reproduced, redistributed, or
transferred without prior
consent from Daxue Consulting.
For more information on the
sharing economy in China,
please contact us.
CONTACT US
HONGKONG|BEIJING|SHANGHAI
www.daxueconsulting.com
dx@daxueconsulting.com
+86 (21) 5386 0380
+86 186 1673 8632
© 2018 DAXUE CONSULTING
ALL RIGHTS RESERVED

The underwear market in china by Daxue consulting

Recommended

Recommended

More Related Content

What's hot

What's hot (15)

Similar to The underwear market in china by Daxue consulting

Similar to The underwear market in china by Daxue consulting (20)

More from Matthieu (??) David-Experton

More from Matthieu (??) David-Experton (20)

Recently uploaded

Recently uploaded (20)

The underwear market in china by Daxue consulting