China s underwear market ran out of the dark horse Seven years after its establishment, it was val

Mondo Fashionable Updated on 2024-01-29

As the last market in China's garment industry, the underwear industry has shown a vigorous development momentum. According to the data of Zhiyan Consulting, the scale of the underwear industry is expected to exceed 480 billion yuan this year, and the market prospect is very broad. In a market where brands are highly competitive,UniqloBosidengIn recent years, Bananain has made a huge breakthrough as a cutting-edge brand and has become one of the "dark horses" in the Chinese underwear market. In the seven years since its establishment, Bananain has not only achieved sales exceedingUniqlohas also successfully topped the sales list of Tmall underwear stores, and its valuation has reached an astonishing 14 billion yuan. In this article, we will detail the story and history of the bananain brand, the reasons for its success, and the outlook for its future development.

Bananain's two founders, Zang Chongyu and Li Zechen, both have rich design backgrounds. Zang Chongyu graduated from TianjinTechnologyUniversity, with fifteen yearsIndustrial designExperience;Li Zechen has 15 years of rich experience in the field of fashion design, which gives them in-depth knowledge and insight into the industry. Previously, they had founded the men's ** brand "Crab Secret" together, which means that they are typical "serial entrepreneurs" and have gained a wealth of experience through their hard work.

Before 2016, the underwear industry was facing problems such as aging design, single channel and serious homogenization. However, as the post-90s and post-00s generations have gradually become the new force of domestic consumption, they have a sense of self-esteem andlifeThe pursuit of quality is gradually increasing, and the demand for "self-pleasing consumption" is also increasing. Zang Chongyu and Li Zechen, with their keen business sense, realized this business opportunity and pioneered a storysomatosensoryTechnologyThe story of cutting into the mid-to-high-end underwear market. Their use of "banana" as an element of the brand's name pays homage to Apple's innovative spirit while conveying the infinite possibilities of the unknown. Behind such a brand positioning and unique story, it has attracted more and more consumers' attention.

Bananain's first product is "Non-Sensory Label Men**", which uses the original TAGREless non-inductive label technology to print the material, size and other information directly on the product, which completely solves the itching caused by the traditional ** and improves the comfort of wearing. It is such a small innovation, but it has created a classic product with tens of millions of sales. Subsequently, bananain banana around people in different scenessomatosensoryproblems, and Movestech was developed one after anotherSun protectionCooling, AirWarm, Aerothermal Warmth, Siverskin Silver Skin Antibacterial and other technologies, and gradually expanded women's **, socks, home clothes, bras and other categories. Each product is endowed with detailed functional and aesthetic design, such as "no heel drop socks", "cool skin-".Sun protectionSeries", "Hot Skin-Warm Series", "Sure Cup Bra", etc., meet the needs of consumers for different scenariossomatosensoryDiversification of needs.

Bananain originally started from online channels, and in the early days, it mainly relied on the Tmall platform for sales. However, since 2021, Bananain has gradually made efforts in emerging e-commerce channels such as JD.com, Xiaohongshu, Bilibili, Short**, and Mini Programs, striving to provide users with more touchpoints and convenience. At the same time, in terms of channels, since the opening of the first retail experience store in Shenzhen Yifang City at the end of 2020, Bananain has successively entered Shanghai, Beijing, Wuhan, Hangzhou, Nanjing, Suzhou, Chongqing, Qingdao, Xi'an, Shenyang and other cities, and currently has 19 stores, fully meeting the offline shopping needs of consumers.

In order to enhance the brand influence and popularity, Bananain actively cooperates with well-known IPs such as Minions, BMW MINI, Taier Sauerkraut Fish, and Glory of Kings, spanning many industries such as animation, e-commerce, and catering. At the same time, Bananain also invitedZhou Dongyu, Wang Yibo, Zhao Lusi and other celebrities served as brand spokespersons, and in the advertising short films filmed, they attracted a large number of fans' attention in an interesting and innovative way, which further promoted the brand's communication effect.

At present, the market share of the top five brands in China's underwear industry is less than 10%, while in the United States and Japan, this share can reach more than 35% and 80%. It can be seen that major brands still have broad room for development in the Chinese underwear market, including bananain. As a powerful emerging brand, Bananain's performance in the market has attracted widespread attention, but it remains to be seen whether it can continue to maintain this momentum and further expand its market share. With the continuous innovation of the brand and the further expansion of channels, as well as the continuous pursuit of quality and experience by consumers, Bananain is expected to achieve greater success in the future.

As a cutting-edge brand in China's underwear industry, bananain is known forsomatosensoryTechnologyand product innovation as the core competitiveness, successfully captured the post-90s, post-00s consumers on self-perception andlifeThe pursuit of quality has achieved remarkable results. Through a unique brand story, product innovation and channel expansion, Bananain stands out in the market and becomes one of the leaders in the Chinese lingerie market. However, in the face of fierce competition in the lingerie industry and changes in the market, Bananain needs to continue to innovate and evolve in order to maintain a competitive edge and further expand its market share. In the future, we look forward to seeing even greater breakthroughs and successes in brand development and market expansion.

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