Data expansion:
Banana bananen? Bananain banana, a clothing brand registered by Sanliren (Shenzhen) Technology Co., Ltd., advocates the redesign of the basic model through somatosensory technology.
Since 20 16 launched the first "Tagless unlabeled underwear", the basic lifestyle, including underwear, socks, sun protection, warmth and home clothes, has been redesigned in bananas.
Banana has multi-category flexible supply chain capabilities and independent research and development capabilities, and has a number of somatosensory technology patents around the world.
Through the continuous improvement of material, structure and function, we have hatched "Heel-less socks", "Skin-refreshing-℃ sunscreen series" and "Skin-warming+℃ in 2020. Among the underwear categories of Tmall Double 1 1, the sales of new brands have increased greatly, which surprised many traditional underwear enterprises. The new brand Ubras ranked first with the sales volume of 1, and banana ranked third.
Capital is also accelerating the layout of this industry. Since 20 18, there have been 14 financing in the industry, and the nine companies involved (except Langsha) are all newly established brands after 20 15.
According to the consulting data of Ai Media, as of 20 19, the underwear market in China is nearly 200 billion yuan, of which the female market accounts for 60%. Compared with the current market share of underwear in Europe, America and Japan, there is no real industry leader in China, and the development space of emerging brands is still huge.
Brand positioning:
The founder thinks that functions and scenes will gradually replace traditional categories, so bananas develop products around consumers' "24-hour somatosensory" from solving the realistic problem of somatosensory, and establish underwear as an entry-level product and an early drainage product. From the production point of view, the production of underwear is much simpler than underwear, easier to buy online, and the price is relatively low. By the end of 2002 1 and1,underwear products were still the most popular products of bananas. After the successful launch of "non-inductive" underwear, with the concept of "24-hour physical sensation of consumers", the brand expanded its category to socks and household clothes.