"A Boy, Why Would He Make Underwear For Girls With Big Breasts?"

"A boy, why would he make underwear for girls with big breasts?"

Many people see big white, the first sentence is this question.

If you can't find a product that meets your needs in the market, you can make it yourself - this is the driving force of many entrepreneurs.

Liu Xiaolu, the second generation of underwear, was unable to find a comfortable underwear due to her changes in her body during pregnancy. Ou Yirou, who designed dresses in New York, returned home and found that there was no sports brand specially designed for Chinese women. She made a sports brand Maia active, which can reduce breast milk and improve hip line; Heidi Zak, who works at Google, couldn't buy the right underwear in Weimi, so he resigned and founded the underwear customization e-commerce third love.

In 2015, Dabai founded the big chest underwear brand milk sugar pie, and the motivation came from "depression": a person engaged in the underwear industry of pregnant women could not find suitable underwear for his wife during pregnancy.

The adjustable underwear is popular on the market. The cup selection is limited, so it is easy to squeeze the chest, and the underwear with too large bottom circumference will slide up. His wife's bulging chest during pregnancy is not only not supported, but also the shoulder strap.

"My wife only went through this process during pregnancy, but for those big breasted girls, this is the pain she has to go through all her life.".

Dabai, who has been engaged in women's consumer goods for more than 10 years, has carefully studied the market and realized that the big chest underwear is a nearly blank field. Big breasted girls have little choice but to shop overseas or buy "big size underwear".

In 2020, at the end of the first wave of sales cycle of double 11, 357 new brands become the first in the vertical field of subdivision, covering all aspects of life from food and clothing, including the "milk candy pie" underwear for girls with big breasts.

Under the consumption classification, people's demand for consumption is more yuan. Under the big industry, the demand of various vertical fields breaks out, and new brands and new products are emerging. It is precisely that the demand of new and sharp brands that have not been found out at last is the demand of some new and sharp brands.

Neglected and shelved big chest Market

After 2010, in the wave of consumption upgrading, a large number of consumer goods have been "redone", and at this time, there is no underwear brand for women with big breasts on the market. Although traditional underwear brands such as anlifang, amo and wargol launched large cup bra product lines around 2010, large bra underwear is only a long tail market in China's underwear industry with a scale of 400 billion (including six categories of brassieres, socks, underwear, and home wear), and the supply and demand are extremely mismatched.

"In other industries, people move from" well-off "to" rich "; we are making people move from" poverty "to" well-off "." Dabai describes the market demand for underwear with big breasts.

Facts have proved that once long neglected needs are met, great energy will be released. As a five-year-old new brand, milk sugar pie got 9 million yuan in Angel round financing last year. In the first wave of pre-sale of this year's double-11, the sales of milk sugar pie's tmall flagship store increased by 200% year-on-year, becoming the top 1 in the category of tmall's big chest underwear and girl's underwear.

This is not a winning brand. Yu fan, director of the underwear industry of tmall, said that in the past year, the growth rate of large bra category has reached 3-4 times of that of the whole bra category, and the big bra brands including "Ya" and "Lixing" have achieved rapid growth.

As a concentrated sample, Japan has always been used by scholars to predict the next stage of China's development. This kind of reference is also reflected in other aspects besides economics or sociology. In the 30 years after World War II, the quality of life of Japanese people has improved, protein intake has increased, and the proportion of women's big cups has also begun to soar.

From 1980, dianfen began to investigate the underwear sold in the market. They found that the number of women with a and B cups decreased rapidly, while the number of D and e cups increased rapidly. In 2016, more than half of women (51.3%) exceeded the D cup and tripled the number of women in the e cup.

In the decades of rapid economic development in China, the trend of "cup promotion" is almost the same as that of Japanese women. According to the tmall report in 2014, 13.5 million people bought bras above D cup on tmall, accounting for 23.7% of all those who have bought underwear.

"The track of big chest underwear is an industry proposition that we must do, and it is also a big trend that we are more optimistic about in the future." Yufa said to "e-commerce online".

Business is always accompanied by labels. And the value it can bring to a society is to constantly tap people and needs that have not been seen in the past. Such a large population, which should have excited the capital of the just needed market, but in such a long time, dissociated from the commercial line of sight.

Small chest comfort ≠ big chest comfort

The business world and social trend of thought are changing in a chain way: Vimy is declining, Calvin Klein introduces the oversized model. Traditional underwear brand city beauty declared bankruptcy. Rihanna launched the underwear brand savage x Fenty.

Once, the game has been analyzed and disassembled several times to serve as a commercial warning, corresponding to the new players who have leapt to fame. Ubras and jiaonei, the underwear brand with no size and steel rims, and jiaonei, a brand with a strong sense of technology, became the first and second underwear brands in the pre-sale period of this year's tmall double 11.

In fact, after 2015, a large number of bras and brase without steel circles were emerging. During the epidemic period, the global rise in the sales of rimless underwear was also due to the increase of home scenes, which brought "a small acceleration under the comfort trend".

In fact, almost all consumers can feel such a trend: the upward and downward ranking of underwear brands revolve around "comfort".

Whether it is ubras, inside or outside banana, the common reason why they are sought after all the way to become the top of subdivision category is because they cut into the real demand. Founded in 2011 and 2016, ubras can be called the self salvation of small breasted people. They all want to change the "anti feminine" design of underwear to make the bra more comfortable, rather than squeeze the chest and deliberately squeeze out of the business line.

"For small breasts, the comfortable thing is not to wear underwear. The second is to wear light underwear like uberas. " Big white said, and large chest crowd is not suitable for light underwear, "big chest think comfortable underwear, need to have enough stability, to reduce the shaking and burden of the chest.".

The different definition of "comfort" between the two groups increases the difficulty in the promotion of large chest underwear to a certain extent.

In 2001, there was a film called "the best Bra". When the underwear designer played by Liang Yongqi said a word when he wanted to be creative: underwear actually gives women a feeling of being hugged. But many people (including big breasted girls themselves) don't realize that their underwear is not suitable.

You will find that two years ago, most of the promotion of big chest underwear brands was published on Douban, shell and Zhihu. Many brands are conducting market education for consumers on popular science platforms.

Even now, Dabai still encounters some "naive" questions: "are girls buying underwear with big breasts to make their breasts look fuller?" this cognitive bias just reflects people's unfamiliarity with this long tail market.

The keyword coverage of e-commerce platform reflects the real needs of a group of people. Open the Taobao page and enter "big chest", which will be automatically associated with "gather to support", "collect auxiliary breast", "anti sagging" and "no steel ring".

In fact, in addition to these practical functions, girls with big breasts have the need to "show small breasts with big breasts" - which seems unimaginable to many boys. Dabai has done a lot of consumer research and believes that there are two main reasons for this demand: some women suffer physical humiliation during puberty, "when a little girl is not mature, she is called" cow "and" Boba ". She is easy to have inferiority complex and thinks that chest is evil and shameful"; On the other hand, most of the clothing design is based on the small breast women as a reference, after the big chest girls wear, the body curve will put the clothes not good-looking.

Big chest girls think that "shame" and not taken care of the beauty, even can support several brands. On tmall flagship store of "Ya" underwear, there is a column of underwear specially marked "big chest shows small", the most popular one, with nearly 900000 people paying for it; Similarly, the underwear brand "Li Xing", which mainly focuses on the underwear with big chest and small appearance, hopes to show the aesthetics and mechanics of underwear. Huang Yinxi, the founder of the company, believes that in recent years, people's pursuit of underwear without steel rims has been reversed, and comfort has become the highest standard or even the standard of underwear.

Brassiere, as a category with strong brand attribute, is also like a religion: once consumers identify with it, they will repeatedly pay for it for a long time. Underwear's natural sense of privacy, as well as the attributes linked to women's consciousness, will make consumers feel that their hidden and undeclared needs are seen, concerned and belonging.

Has the problem of standardization been solved

In addition to the neglected and misunderstood demand, there are more realistic reasons for the mismatch between the demand and supply of large chest people: the production of large chest underwear is more difficult to be "standardized" than that of small chest underwear.

In the early days of a commercial society, standards are more likely to win. Through the production line batch production of industrial products, we can quickly open the market with low price and stable quality.

It's hard to get into the industry because of the complexity of the production process.

Before that, "e-commerce online" had visited Amoy's underwear factory in Beijing. Even though the factory, which costs 500 million yuan, has the highest production level in the underwear industry, it is still difficult to fully realize the automation of the process. Even the most common bra contains more than 20 parts such as hook, strap and cup. It is very difficult for the manipulator to pick up the thin and light cloth, and it is impossible to pick up these irregular shaped small parts.

In October, ubras received a round of B + financing. The reason why it is favored by capital is that the no size underwear solves the problem of standardized production.

"Many brands are successful because the cup type is more compatible." Yu Fan said.

However, the no size underwear still only covers the needs of people with small breasts: even if it is very inclusive, ubras's no size underwear is more suitable for A-D cup girls.

The reason why small chest underwear is easier to achieve standardization is because the bulge of small chest people is not high, so there is little difference in chest shape. Big breasts amplify these differences: two girls with the same cup size may look very different.

It can be said that the production difficulty of large chest underwear does not lie in the technical threshold, but needs more complex and detailed design.

Nowadays, the manufacturers of big chest underwear roughly divide the chest shape into "disc chest" and "papaya chest", and respectively produce underwear that fit the chest shape more closely: the disc chest has a large chassis, but the bulge is not high, so they need steel rings with larger opening radian and shallower cup. And papaya chest, the cup needs to have enough depth, steel ring also has to be narrower, in order to have enough bearing force to support the center of gravity.

"The design of small chest underwear focuses more on the appearance, which can be done by ordinary fashion designers. But the design of big chest underwear emphasizes human mechanics Big white said.

If you combine the size, color and style of bra together, it will bring a very wide SKU. General large chest underwear brands will provide cups between C and K, as well as dozens of sizes, which can be counted as hundreds of SKUs. If it doesn't sell, it's going to be a inventory disaster.

Inventory is the biggest headache for the clothing industry. Although underwear is less trendy and has a longer life cycle, the wider SKU and the problems brought about by online trial and after-sales will still bring higher R & D and material costs, and put forward higher requirements for the supply chain capability of businesses. For this reason, milk sugar pie has set up a small batch of quick return factory, "one SKU, 5-10 pieces can be produced.".

This is also a good time for big bra underwear manufacturers: big data and trend forecast provided by e-commerce platform can improve commodity turnover rate. The return rate of milk sugar pie tmall shop is about 20%, and that of general clothing stores is about 20% - 30%.

Since this year, "Richland" has obtained millions of dollars in Angel round financing, and ubras has obtained B + round financing. In the United States, there are also many online underwear customization brands such as Cupp, livey, third love. They send a tape measure or send consultants to let customers know their body and underwear style and style before ordering underwear.

New brands are constantly emerging, but all underwear brands are on their own track at high speed. But they are facing different consumers and telling different stories.

"It's a huge market that hasn't been fully competitive yet." Yu Fan said.