Talk About Sex No Longer Color Change, Sexy Underwear Is Not Guilty

This article is transferred from wechat public account Rui company (ID: shangjiezz), written by Zhao Chunyu, and released by authorization of China service.

A garment factory in Guanyun County, Lianyungang, Jiangsu Province.

At 3:00 p.m., Aunt Li, 57, was working in a hurry to make her sexy underwear. Except for her hands, she was still. From time to time, under the high decibel noise of the sewing machine, I was talking to other female workers in the factory about the number of completed pieces, like showing off the spoils.

A T-shirt in 1 minute, a translucent underwear in 2 minutes, a suspender skirt in 4 minutes The more you do, the higher the reward. When the reporter asked her if she would feel embarrassed, she said without raising her head, "doing this is like drying millet."

From "wipe belly" in Song Dynasty to "Hehuan Lapel" in Yuan Dynasty and "belly bag" in Qing Dynasty, the development of Chinese Erotic underwear is also complete. However, under the atmosphere of ideological confinement and sexual color change, sexy underwear has been bearing the charge of "vulgar".

That is, in the past few years, sexy underwear began to be accepted by more and more people.

Mysterious start

The villagers have never looked back on the Loess County ten years ago.

Ten years later, the traffic roads in Guanyun county were gradually built from earth roads to cement roads, and large areas of land became small high-rise buildings. In addition to the high-rise clothing factory, the only interesting thing is the lingerie factory.

As early as 7 or 8 years ago, Wang Jing (pseudonym), a villager in Guanyun, opened a Taobao store to sell sexy underwear. Every time she took the goods from the factory, she would wrap it up in newspapers and take it home secretly. If someone asked about her occupation, she would quickly answer, "clothes seller" and run away. Because in the traditional thinking, the erotic underwear is considered to be "not serious, disrespectful".

At that time, you could not see a propaganda poster or a large signboard across the village. The architectural tone was the same as that of the fake tobacco factory in Yunxiao, Fujian Province. If you didn't contact the manufacturer online in advance to meet you at the station, you would never know where the factory was.

Today, Guanyun has become China's "sexy underwear City" with more than 600 sexy underwear manufacturers and online stores from poor small counties. Its sales volume accounts for more than 70% of the national market share, and its annual sales volume exceeds 3 billion yuan.

When it comes to Guanyun, the leader of the lingerie industry is still a young man born in the 90s.

Back in 2006, Lei congrui had just been a freshman in high school when his clothing store was demolished and his only source of income was cut off. At that time, he was addicted to games and mixed in the Internet circle, which made him infatuated with Taobao.

"At that time, Taobao was less than three years old, and attracted many small and medium-sized enterprises with the reason of free entry. So I discussed with my mother to open a Taobao store, which not only saved the cost of the store, but also made money to subsidize the household." Lei congrui recalled.

At that time, Taobao's management system was not strict, and there was no restriction on commodity categories. So Lei congrui's shop has condoms, slippers, cosmetics and other daily necessities. No one would have thought that this shop opened the boy's sexy underwear world.

Once, after a buyer placed an order for condoms, he casually asked, "do you sell sexy underwear here?" Lei congrui at the other end of the computer was a little confused and said, "yes!" without too much thinking. Then he looked online and found that there was a sale, he placed an order and sent it to the buyer.

This experience made Lei congrui curious about sexy underwear. He searched the Internet and found that there were few shops specializing in erotic underwear. However, there were a lot of orders in the store, and the buyer's reviews were very good. After a period of collection and communication with buyers, Lei congrui believes that there is a market for sexy underwear, but most people are reluctant to contact because of face.

Later, Taobao began to rectify business order, requiring each store to sell only one category. Lei congrui focused on the sale of erotic underwear.

▲ Lei congrui

With a Lei congrui, there are tens of thousands of Lei congrui.

When he first sold erotic underwear, he never covered it up, and even painted the pattern of sexy underwear in class. Over time, the villagers began to accept him from laughing at him. Especially when he found that Lei congrui could earn millions at a young age, his heart was even more itchy, so they began to imitate him to start the business of sexy underwear.

Today, Guanyun people have made sexy underwear a "local specialty", and Lei congrui's worth is more than ten million yuan.

blossom everywhere

In many people's eyes, sexy underwear is naked lust, but in Lei congrui's eyes, it has become a business opportunity.

At the earliest stage, Lei congrui went to the to C mode, looking for merchants to purchase goods and then selling them in their own shops. Later, when business started, more people followed suit. At that time, the villagers in Guanyun followed Lei congrui's path and opened online stores to sell erotic underwear. They worked in the field during the day and took care of the shops at night. They also asked Lei congrui for their goods.

At this time, he found that selling sexy underwear can make more money through wholesale. Lei congrui immediately changed the platform and went to 1688 for wholesale.

From to C to to to B, Lei congrui earned his first million when he was a freshman. However, with the increase of orders, the original supplier could not meet the demand. Lei congrui decided to open a garment factory with his mother, named "midnight charm".

In terms of product styles, Lei congrui asked his mother for advice: "because my mother used to do clothing business, she has accumulated a lot of experience in choosing clothes. In addition, she is over 50 years old. She also has some thoughts on what kind of underwear people of all ages like." In this way, from the design, material selection, to shooting and user feedback, Lei congrui never let go of any details.

In addition, leicongrui also takes "standard, process, system" as the criterion to improve the production process and management mode.

At midnight, charm only operates a production workshop of 2000 square meters, employing a small number of female workers to deal with emergency orders, sales peak season and other emergencies. Other relatively stable order quantity, cooperate with dozens of workshops, the other side only need to produce according to the design drawings and sample clothes.

The reason why the tailoring machine and the women's clothing factory are not satisfied with the design is that they can't cooperate with the sewing workshop to design the underwear according to the complicated material and the sewing machine.

In addition to the rule of this line, 9 adults will throw away their erotic underwear only once. They don't require high quality. They mainly depend on the style.

Gradually, people began to shy away from "sex" to dare to talk about "sex". Even the women who make sexy underwear are handy, no longer shy.

With the enthusiastic support of a large number of consumers, Lei congrui and other businesses of Guanyun began to explore a new market -- to enter overseas.

Today, most of the lingerie in the United States, Japan, South Korea, Europe, the Middle East and even North Korea comes from Guanyun. Many people may think that Japan and South Korea have the highest sales volume. Actually, half of the sexy underwear is sold to the United States every year. In the eyes of Americans, underwear is more colorful and interesting. In short, the hotter the eyes, the better the sales.

In order to increase overseas business, Lei congrui has established cooperation with AV industry. He implanted the latest style into the film by providing samples of sexy underwear free of charge; he also promoted consumption through unmanned vending machines for sex goods, foreign online celebrities to evaluate and bring goods, and comment on lottery, so as to enhance the viscosity with consumers.

Now, 90% of midnight Glamour's products are exported overseas. Because the same products can only be sold at home for 20-50 yuan and the profit is 5-15 yuan, but it can be doubled overseas.

According to sales figures, whether it's the Middle East in gowns and conservative looks, or Europe and the United States, where life is brisk, it's a battlefield of midnight glamour.

"All the people who left my factory have gone out on their own, and they are doing almost as well as I do now." Leicongrui said with pride. At present, there are more than 20000 people engaged in the work of erotic underwear in Guanyun, and many of them are big families with a value of more than 10 million or even hundreds of millions.

The world

In business law, the development of every industry will go through five processes: germination, growth, explosion, maturity and recession.

Looking back at the development of interest underwear enterprises in recent years, plagiarism, low price, poor quality, no brand, these problems have never been corrected.

Today, unlike eight years ago and 10 years ago, the so-called "wild road" can no longer meet the needs of the market.

When you open Taobao to search for sexy underwear and filter the price range from 30 yuan to 60 yuan, you will find that the similarity of each store is as high as 99.99%, and even the shop names are different. It's not hard to imagine that if the store wants to sell well, they need to spend some money on Taobao to buy a good place, but this is not a long-term plan after all.

Data comparison shows that in 2008, the majority of men who bought erotic underwear were men over 28 years old, while women under 25 years old were the majority in recent two years. This can also show that with the progress of thought and the times, women realize that sexual pleasure does not have to be solved by men. Everyone has the right to enjoy physical pleasure.

In addition, the current consumer force is the post-90s. They have their own ideas and aesthetics, and are not influenced by traditional ideas. It can be seen that the market of erotic underwear, which has not been fully developed, will have greater development space in the future.

There is a market, there are challenges. In the eyes of today's consumers, they pay more attention to product style, quality and brand, as well as the scene of flirting. Before that kind of unlicensed Taobao goods, vulgar erotic underwear, slowly will only drain consumers.

Therefore, the design of sexy underwear is not only "dew", but also novel enough with fashion elements. The same pattern will only keep consumers away.

At the same time, the quality also needs to have certain guarantee, cannot be like "paper paste", has not torn "scrap", even if most people will only use a sex underwear once.

At the same time, we should also consider the future development direction of sexy underwear brand. Although the current market competition is not very fierce, but the future competition is conceivable. The strength of the brand will not be difficult.

As early as 2017, Lei congrui had a brand war abroad, and the benchmarking brand was the underwear "benchmark" - Vimy. From the aspects of product design, store opening and brand promotion, they are all following suit. After a period of time, Lei congrui found that the cost of brand operation was too high, and the rent and staff of offline stores were also a lot of figures. When the capital chain couldn't keep up, he had no choice but to end this attempt.

However, Lei congrui learned a lot from this experience. He told the "business" reporter that at this stage, most consumers who buy erotic underwear are online orders, and they are weak in brand pursuit. However, with the change of consumer groups and the promotion of product concept, sexy underwear must have its own brand, otherwise it will be submerged in the sea. There will be more original underwear brands in 2022.

List the early domestic sexy underwear brands: neris, ozilia, rabbit girl, and Delphine. Maybe you haven't heard of many of them. Because they either go out of business or change their business. Those who survive are also hovering on the verge of bankruptcy. The number of fans in e-commerce platform stores is less than 200, and the monthly sales volume is single digit.

Are they eliminated by the market or automatically? More or less. Because "the fragrance of wine is not afraid of deep alley" has long been gone. It is no doubt a dead end if there are good products without brand.

At present, there are many underwear brands at home and abroad, such as jiaonei, metropolitan beauty, loris, Zana Bayne. In addition to brands, they also have many product lines: brassieres, socks, pajamas... They do not rely on a single product to survive, but to create brand differentiation while adding more special products.

For example, jiaonei is an underwear brand, but the sales of socks in the store are comparable to those of popular underwear.

In order to meet the needs of diversified underwear market, it is necessary to develop more diversified underwear products to meet the needs of the market.