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China's sports underwear market explodes

China's sports underwear market explodes

(Summary description)Stimulated by the "vest line", "A4 waist" and "bikini bridge", more and more women have joined the fitness army, which has also directly driven the demand for sports underwear. When big brands and new companies are playing with the idea of ​​girly breasts, we need to understand, is the sports bra business really that good?

China's sports underwear market explodes

(Summary description)Stimulated by the "vest line", "A4 waist" and "bikini bridge", more and more women have joined the fitness army, which has also directly driven the demand for sports underwear. When big brands and new companies are playing with the idea of ​​girly breasts, we need to understand, is the sports bra business really that good?

Information

Stimulated by the "vest line", "A4 waist" and "bikini bridge", more and more women have joined the fitness army, which has also directly driven the demand for sports underwear. When big brands and new companies are playing with the idea of ​​girly breasts, we need to understand, is the sports bra business really that good?

Ren Zhiqiang, the real estate eldest brother, once said: Underwear is just over a few hundred yuan. Calculated in square meters, it is more expensive than a house.

The logic of this sentence seems to stand up to scrutiny, but it does reflect a truth: floating underwear may be the most willing to invest in women's equipment. Especially under the severe stimulation such as "vest", "A4 waist" and "bikini bridge", Chinese women's enthusiasm for fitness also directly drives the demand for sports underwear.

More than a piece of cloth is that simple

"This is also the reason why some female consumers buy sports bras uniformly when they are interviewed."

25-year-old Xue Lijuan has worn five or six pieces of sports bras, but she still clearly remembers going to Taiwan to buy the first Nike sports bra. "After wearing it, I feel very professional and very sporty."

Xue Lijuan is also a fitness enthusiast in the swimming wave. Sexy British sports underwear is one of her motivations. "The purpose of exercising is to make yourself beautiful, choose a good-looking underwear, and every time you look in the mirror, you will be encouraged.

In fact, sports underwear is a secondary reason for women's psychological incentives, and its biggest role is to help women fight against gravity. Xue Lijuan, a sports bra lover and founder of the sportswear brand "Fit Shirley", said that the movement of women's breasts is far more affected than daily activities.

There is such a study at the University of Portsmouth in the United Kingdom: women run 1 mile (1609 meters), and their chest can swing up and down up to 135 meters. When you run 1 mile, your chest also runs 1/3 of the playground. Relatively speaking, my sister's big breasts go farther and farther, which is a "sweet burden".

The female chest is located in the pectoralis major muscle, which is mainly composed of fat, breast and connective tissue. The suspensory ligament supports the chest. Any strenuous movement of the chest during exercise can stretch and tighten these ligaments. Just like a spring, if you stretch beyond its elastic range, it's much less elastic. Suspension ligament injuries are the result of a loose or sagging chest.

In addition, during exercise, the chest and clothing will have long-term and high-frequency contact, and discomfort and even skin damage caused by friction are also common. Moreover, people sweat a lot during exercise, and the heat and sweat are concentrated in the semi-enclosed space wrapped around the chest and underwear, which is quite uncomfortable.

It can be seen that while exercise brings light weight to women, it also brings "unbearable weight" to women's breasts. Therefore, a good-value, functional sports bra can be called the savior of beauty.

Underwear market awareness blue ocean

Xue Lijuan is very obsessed with sports underwear, and even brought her triathlete boyfriend to "peek" at the chests of female players to see if their underwear is appropriate. "No way, I just want to see!" she said with a smile.

Long-term observation experience made Xue Lijuan realize that Chinese women's concept of sports underwear is still very backward. "I observe the movements of girls, and three-fifths of them wear sports bras, and half of them wear suitable underwear.

Liu Yupeng, co-founder of the original underwear brand "Rhino", also said that many women in China do not have the habit of exercising and wearing sports underwear. In the United States for 14 years, Liu Yupeng said that almost all women in the United States wear sports underwear, and will buy professional sports brand underwear such as Nike and Under Armour (hereinafter referred to as "UA").

Many interviewed women also said that they did not have the awareness of wearing professional sports underwear in the early sports, and often ran in ordinary underwear. Every day "stumbling" and "running" really made them miserable.

Bing's 600-700 yuan sports bras are extremely rare.

At present, the prices of major sportswear brands in China are quite different in the market. The price of foreign brands is significantly higher than a chip. According to the price of the online store, the price range of Nike sports underwear is 159-449 yuan, and most of them are in the 200-400 yuan range; the price of Adidas is 139-529 yuan; the price of UA is slightly higher than that of Nike and Adi, which is between 349 yuan and 549 yuan. between.

Although shock absorbers enjoy a high reputation in the industry, there are no outlets in China. There are only a few official online stores and a large number of Taobao purchasing channels. The price is between 300-400 yuan, and the price of individual brands is as high as 700-800 yuan. .

In addition, the price level of sports bras that Chinese female consumers can accept is not too high. Consumers learned in the waves that he has more than a dozen pieces of sports underwear, the unit price does not exceed 180 yuan, and the average price is 130 yuan. The grad student read that she said she wouldn't spend a lot of money on sports bras right now.

"Miss Rhino" conducted a market research on the price before producing sports underwear. The results show that most of the target consumer groups aged 25-30 can accept the psychological price between 200-300 yuan, and occasionally think that it is OK accept pr

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