"Her Economy" Trend Analysis Underwear Market Is Still Huge.

1, the growth of consumption capacity is fast.

In the 2010-2020 year, the middle class in China, that is, the family with a disposable income of 16000-34000 dollars, will grow 10 times. China's per capita GDP will reach 8185 dollars. That is the level of Korea today. Or the 70-80 generation of the United States, the Chinese will have money and the consumption level will go up.

2, the growth of "non essential necessities" and "half necessities" will be faster than necessary.

For example, the growth of women's consumption is slowing down, and women are eager to lose weight all their lives, but they can't eat sweets.

In 2011, we saw a company, the shop in Taiwan. They sold 9-11 yuan and a single mill. In the meantime, they were also called mill. When we wanted to buy such a expensive thing, who bought it? There was 10-15 yuan for a box lunch. Who would spend the money? At that time, our interns said he would buy it and buy it with his girlfriend when he was watching movies / shopping. This is the upgrading of consumption, which is "better for himself" and the 70% of the products are all girls.

As a result, the company that we invested in has made the brand of West tree puff, Mandie workshop, and rice pond and Qing Tan hole, and the store has expanded from more than 100 to more than 800 nowadays.

3, pay attention to light luxury economy.

In the modern history of China, the first generation of people who did not experience hunger -- 80/ 90 has already stepped onto the stage and become the mainstay of the society. This generation dares to spend money.

I dare to spend money for myself, but the last generation only dares to spend money for children.

Therefore, the real rise of some industries, such as the pension industry, is to wait until the end of 70. 80/ will become the main consumer group after 90% of the time, because they are willing to spend their own money for the elderly. When the city develops rapidly, the average age of marriage is postponed to 30 years old, and it will take a lot of time to enjoy the youth. "Better for yourself" becomes the younger generation's consumption habit. Chinese women are more independent economically and support more than half the sky, especially in the first tier cities such as Shanghai and Beijing.

In the next 5-10 years, we will enter the "small era" that pursues individuality and is loyal to the brand.

Female Economy: we put forward a slogan called Invest for her, that is, invest for her.

According to Nielsen's report, women's consumption in developed countries has been dominant in many subdivision industries, which means that your family's basic necessities are basically their girlfriends or wives' final say. In addition to buying a house, you may participate in some decisions, and the vast majority of the consumer decision-making power is in the hands of female compatriots.

Looking at the overseas market, the annual consumption of women in the United States is 7 trillion dollars, which is equivalent to half of GDP in the United States. One of the core reasons is that the status of women has been improved, and more and more women are in the workplace.

US data also show that 50% of male positioning products are purchased by women, so even if you are a male underwear product, your advertising copy has to be targeted at female customers because your wife is making decisions for her husband.

Chinese women: in China, "

The rise of female culture is once again returning to the mainstream after the matriarchal society.

Two. Adjustment of occupational structure.

In the shift from manufacturing to service industry, the competitive disadvantage of women in the workplace gradually disappeared.

22% of China's CFO is held by women, and a considerable number of women enter middle and top management positions.

Today, when we go to the investment bank to see a large number of female banker, consulting a large number of female associate, the gradual increase of women's income gradually increases the purchasing power.

Decision makers for total household consumption

According to China's annual consumption data, 75% of the total household consumption in the country is determined by women, according to data from Ali, Ali, 70% of Ali's online sales are contributed by women.

Women play multiple roles in society. They are daughters, wives and mothers.

In the family structure of 4/2/1, women become the main decision-makers in charge of family expenses. Therefore, there is a slogan called "I am responsible for the beauty of flowers, you are responsible for making money to support families, and help you manage housekeepers".

Women's desire and ability to consume are more likely to be aroused than men, with higher purchasing power than men, and impulse spending leads to double eleven innovation.

High bargaining power

According to the UN's report, because of the unequal proportion of boys in the past, there will be 50 million men's bachelors in the next 10 years, so girls will have higher bargaining power.

Female consumption segmentation market: beauty industry. The traditional beauty industry is beauty, hairdressing, cosmetics and so on.

But today we hope to analyze the female related industries from the perspective of women's roles and needs.

Three, role

Women's multiple roles have led to their dominance in consumer decision-making. Wives and mothers have taken on most of the family responsibilities. They have to take care of their husbands and children and buy goods for them. The two roles of women are:

This is not only a role positioning, but also a subtle habit of the day after tomorrow, which deeply affects the characteristics of women's consumption behavior.

1, the role of lovers and wives, related industries such as marriage, wedding, photography, honeymoon and so on, which is a very important process of time for a woman. Marriage can be bought once in a lifetime. This kind of high price low frequency industry has a very low repeat consumption rate, and the user has higher cost and a certain entrepreneurial risk.

The way out in the future can widen the product category and allow a wedding client to complete diversified services such as wedding, photography, makeup and wedding banquet on a website to maximize the use of customer value.

After getting married and becoming a wife, the sale of women's management is worth doing for a long time. For example, the sub division industry of household, the home textile industry, has already produced several listed companies, such as Luo Lai, Fu Anna and Meng Jie, as well as Internet companies such as Tai Po and you men.

2, the role of the mother, the market is at least 20000 billion scale, identity derived from many sectors, menstrual / pregnancy / customized pregnancy / monthly meal / month Center (postpartum weight loss), milk powder / toys / children's clothing, early education / Art Center.

Such industries as pregnancy, child education and so on are very likely to have more recent investments.

We just invested in a private international school last year, and the decision-makers are women / mothers, so our school promotion and sales strategy all focus on the female consumer groups.

If you keep female customers well, they will not invest in education, so it is very important to know your customers.

Four, own needs

In fact, women's clothing is a difficult investment industry, changing too fast, tens of thousands of SKU, changing rapidly.

A consultant of our fund has succeeded in reinvigorate Nautica, Tumi and other brands.

As you can see, women's brands tend to make more money than women's clothing brands, because women's clothing is used for facade, fashion show's profits and profits have been made from several classic bags, such as fast fashion Zara, but not fashion's money, it is the money of supply chain efficiency.

Underwear in the United States is a 13 billion 200 million dollar market, and China is also large. On average, 1 women consume 6 underwear in a year, and the gross profit of underwear is 67-80%.

Hongkong listed urban beauty, although about 3000000000 of sales revenue, but the image is still very land, it is definitely not China's Victoria Secret, 60/70 may think that underwear is wearing, but 80/90/00 may have different understanding of underwear, underwear is "outside wear", the so-called "outer wear" that underwear changes according to the scene, such as Yoga / sports underwear, underwear, casual underwear, special holiday underwear.

The taste of lingerie determines the taste of girls. Underwear in Japan, Europe / America and other mature markets will gradually come to China. At the same time, underwear has only a few pieces of cloth. You can make it very elaborate, 500-600 of the price, plus functional factors, as an emotional medium for gender communication, for the two words of "fun", girls will pay for it, and men will pay for it.

(1) women yearn for "forever young", so there is a brand called Forever 21.

(2) women show "sexy charm", so Victoria Secret can be so hot; China's 1 billion 300 million population and 650 million women consume 6 underwear per person per year.

The underwear market in the United States is US $13 billion 200 million.

From the perspective of spiritual culture, underwear is an emotional medium for the exchange of sexes, and the purchase is "fun".

(3) the women yearn for "sweet love", such as taking wedding photos, and accidentally took thousands of thousands of wedding photographs. Why? She sold the four words of "one's whole life", and made a bride once in a lifetime. Do you think the price is low? Women's pursuit of young feelings, sexy feelings and love feelings created these brands.