When choosing underwear, you are also choosing your attitude towards life.
With the development of the "her economy", the younger generation of female consumers has made great changes in the choice of underwear. Their fashion awareness and brand awareness are constantly improving, and their requirements for diversification, individualization, and branding are also increasing day by day, and they pay more attention to comfort and sensory stimulation. This is obviously a great opportunity for the underwear industry.
Against this background, an underwear brand called "Man Quality" has risen rapidly and has begun to show its brilliance.
01 Liu Shengying hand deliver the brand growing force
In recent years, women’s consciousness has gradually awakened, and women’s definition of beauty has gradually changed. They pay more and more attention to self and truth. In the choice of underwear, they no longer use “sexy†as the basis, but pay more attention to their own comfort. In the market, traditional underwear brands still focus on functional products such as support and gathering. Relatively speaking, comfortable underwear is a broader underwear market.
MAN quality underwear wants to promote the main comfortable underwear to the larger market through the awakening of women's consciousness and the rise of the concept of "pleasing oneself". How to truly convey the brand's concept and value to consumers is the key consideration of MAN Quality. The model of brand + spokesperson, with stars carrying the value concept of the brand, is undoubtedly a good way.
Just recently, MAN Quality Underwear announced that actor Liu Shengying has officially become the brand comfort recommendation officer.
Speaking of Liu Shengying, most people immediately think of Jin Jing. The words that popped out of my mind were cheerful, straightforward, and lively words. Jin Jing and Liu Shengying are classmates in the university. Because of their common interest in comedy performance, they have become sisters who pursue dreams together in their lives.
Beginning in 2016, a variety show called "Tonight's Parade" turned out to have countless fans, and Liu Shengying is also familiar to everyone.
Born as a comedian, she has an independent personality. She doesn't care about the eyes of outsiders, but only pays attention to self-expression. These personalities are very in line with the characteristics of a lone woman. And like Mann's quality underwear, Liu Shengying, a fledgling man, is also full of infinite possibilities for growth.
This is probably the reason why MAN quality underwear chooses Liu Shengying. The matching degree of the two is highly compatible. With the help of Liu Shengying’s personality traits, MAN quality underwear can accurately convey the brand's concept and value to consumers, advocating every user, Like Liu Shengying, they maintain an independent personality.
Through Liu Shengying's interpretation, consumers can also generate emotional resonance and recognition, allowing the public to see the brand growth potential of taste and pursuit.
Picture source: Mann quality underwear
02Advocate for beauty from the perspective of women
For a long time, underwear seems to be synonymous with "sexy". In the 1960s, the feminist movement became popular in Europe and the United States, which directly gave birth to the emergence of a new category of rimless underwear. Around 2015, with the hot sales of Uniqlo's rimless underwear, underwear with comfort and pleasant style began to enter the public eye, which also cultivated the market for local emerging underwear brands that focus on comfort performance.
The "Analysis Report on the Development Status and Consumer Habits of China's Underwear Industry in 2020" released by the analysis organization iiMedia Consulting pointed out that the quality and comfort of underwear products have become the main demands of consumers.
The original design female underwear brand "MQuality" was founded in 2019. The brand manager graduated from the world's first underwear professional college. Currently, he has 38 exclusive national patents and 35 years of specializing in comfortable ergonomics database. Hope From the perspective of women, based on "comfortable beauty", we are committed to creating comfortable and beautiful underwear for young women.
Just as the MAN quality underwear brand value proposition is "appropriateness is beautiful", "suitability" means paying attention to differences, and only what is suitable is beautiful. "Sex" means respect for the individual, and only what suits the individual's nature is beautiful. And "adaptability" represents affinity, nature, and degree, keeping up with the trend, and adapting to the times is beautiful.
MAN quality underwear encourages women to accept their true and independent self, and understand that their own comfort is more important than external labels. Advocating "appropriate for beauty" has not only narrowed the distance between female users and the brand, but also successfully established a differentiated image of the brand in the minds of consumers.
Picture source: Mann quality underwear
03 Make comfort to the extreme and demand every detail
Of course, MAN Quality Underwear takes the "beauty of comfort" as its brand concept, not just chanting slogans, but transforming it into actual actions.
From design, to experience, to emotional needs, MAN Quality Underwear always starts from the most realistic individual comfort experience, accurately insights into user needs, and incorporates the comfort concept into every manufacturing process, just to create the most comfortable underwear.
Design: wear on the inside and look good on the outside
In the past underwear brands, in order to highlight the sexy and charming of women, the underwear often had intricate details such as lace, and the colors were gorgeous. Mann’s quality underwear jumps out of the third-party aesthetic perspective, and truly satisfies women’s consumption propositions of expressing their true self and "dressing to delight themselves". The product design focuses on simplicity, calmness, and calmness, with low-saturation colors as the mainstay, making underwear a match. Personality, free, relaxed and young.
In addition, MAN quality underwear is also adapting products to more wearing scenes. For example, MAN quality underwear has launched the "You Pear" series. There are three different silhouettes, long wavy V-shaped collar, short wavy V-shaped and A font, which can be adapted to a variety of clothing types. The inner wear is pleasing, the outer wear is pleasing to the eye, to meet the needs of daily life and commuting.
Experience: customized and dedicated, exquisite and comfortable experience
It is the belief that "Man" workers can do fine work, which is the origin of the brand name of "Man Quality Underwear". Specializing in comfortable and healthy underwear, MAN quality underwear has its own production industrial park for top domestic first-line brand underwear. The technology level is at the forefront of the industry. The production and supply chain is one of the Chinese bra standard setters (standard number FZ/T 73012-2017). This is not something everyone can do.
It has more than 1,000 high-precision mold cup production equipment. Among them, Taiwan's CNC machine tools, PUR laminating machines, ultrasonic and molding machines and other professional equipment have reached the domestic leading level, and the production of specialized technology mold cups is leading.
The first in the country to introduce the French Lectra automatic cutting machine, the cutting accuracy of 80 layers of the same material is stable to within 1mm, and it has intelligent dynamic vacuum suction and cutting while walking.
More than 5 million yuan has been invested in the establishment of an international standard full-process product testing laboratory, and 33 underwear testing standards have been established, including pH value, formaldehyde content, color fastness to soaping, yellowing resistance (UV), dimensional stability to washing, and resistance to washing. 33 tests including pilling, spandex flying out, tensile elastic recovery rate, tearing strength, and peeling force.
With the support of such core technology, MAN quality underwear has achieved the ultimate in comfort, bringing almost no sense of lightness, 98% of users repurchased because of comfort and good wear.
Optimistic: Respect the essence, the product is the fundamental
As the most skin-friendly product, in addition to design and style, fabric is also a key part. The blessing of technology and patents has made this young brand favored by new consumers.
MAN quality underwear creates a 48-hour "natural wake up" loose cloth process, fully stretched, and the fabric creates comfort in the most natural state.
Its core product, "Youli" series, uses an exclusive patented pear-shaped air perforated coaster, which is comfortable and breathable. Compared with ordinary underwear, its fabric is more delicate, lighter, and silkier, and has a higher tolerance for the body. More stretch and no pressure.
It is understood that MAN Quality Underwear was founded in 2019 and won the No. 1 brand of Tmall Beauty Back underwear sales that year. In 2020, it was named Tmall's new brand, and in 2020, it was named ELLE's new face fashion media award brand.
It can be seen that when a brand can not only provide the ultimate product, but also create a sense of belonging for users, then the brand is a powerful magnet for consumers.
Picture source: Mann quality underwear
Concluding remarks
In the "her economy" era, the rise of women's spending power has led to new consumption upgrades and also changed the layout of the underwear business. Under the influence of women's concept of "pleasing oneself", the degree of freedom of underwear will only become higher and higher.
Under this circumstance, only when the brand value matches the value of the times, can the brand continue to usher in new growth opportunities.
It is foreseeable that Dangman quality underwear will continue to release its inner spiritual power, which will reshape the definition of "comfort" in the underwear industry and will also have a broader future.
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