Where exactly is the upper limit of Ubras?
Founded in 2016, Ubras achieved more than 300 million GMV during 618 in 2021 with the "no size" label, compared with more than 300% in 2021, ranking top 1 in real-time sales of Tmall underwear brands.
Ubras, which has been obscure before, was also reduced to a micro-business brand in the early days, and was followed by Sequoia, Today Capital, etc., and Fang has some attention.
(Photo: Sky Eye Check)
After the "explosion" of sizeless underwear, Ubras gradually explored a variety of products such as men's underwear and split pants, but there were not too many storms.
So, how did Ubras capture the hearts of capital in the early days? How does sizeless underwear become an audience hit? Where will Ubras, which relies on a large-scale single product strategy, go?
And look at the breakdown of this article.
- The rise of the Ubras
Volkswagen prefers to use "sudden rise" to describe the explosion of Ubras, according to official website data, Ubras in 2020 Tmall 618GMV more than 100 million, 2020 Double Eleven GMV more than 300 million.
According to the first financial data, in November 2019, Ubras' monthly sales of Tmall ranked behind the underwear brand Manniffen, banana inside and outside, and began to catch up in March 2020, and by June it had left the top three far behind.
In 2020, Ubras' annual Tmall sales were 1.553 billion yuan, an increase of more than 800% year-on-year.
Ubras founder Juya once served as a director of Aimer, and after Aimer launched the tank top underwear, Yuya chose to start a business, and even played the "new" concept of "no size".
As early as April 2018, Xu Xin, who had invested in JD.com, Dingdong Grocery Shopping, and Daily Excellent Fresh, entered the board of directors of Ubras.
In August 2018, Today Capital invested 50 million yuan in Ubras for product research and development and offline store opening.
In December 2019, Xu Xin withdrew from the board of directors of Ubras, and Yang Rongfeng of Today Capital took over Xu Xin's position, but in the two years before and after the entry of Today Capital, Ubras did not have too many "storms".
The rapid rise of Ubras is in 2020. In this year, on the one hand, it is affected by the epidemic, the live broadcast economy, the home economy began to rise, live streaming with goods has become an e-commerce boom, and the anchors with many fans and platform traffic have attracted more attention and become "brand spokespeople"; secondly, the epidemic has affected offline stores, and there is no need to try on, and the simple style of size-free underwear is gradually accepted by consumers because of convenience.
After the increase in sales, Ubras received a new round of financing in September 2020, led by Sequoia Capital, and today Capital continued to invest, and in January 2021, Ubras received another IDG background capital investment. Sales and financing status have risen significantly, and Ubras has ushered in a moment of growth.
Ubras went through many years of dormancy from 0 to 1 and achieved explosive results in one day, how did it do?
2. Ubras' marketing style
The explosion of Ubras is still "real money" and marketing.
According to the data, in 2020, Ubras marketing expenditure was about 650 million yuan, accounting for 42% of the total revenue, of which 375 million yuan was used for the internal traffic expenditure of the Taoshi platform, and the off-site information flow advertising expenditure was about 180 million yuan. Under the high marketing investment, Ubras has obvious traces of traffic branding.
One is based on The WeChat public account or micro-business, in the years of founding expenditure, Ubras widely in some fans concentrated for 20-35 years old women vertical public account advertising, soft text recommendation, with goods rebate, but also tried to expand sales channels through agency sales.
At this time, Ubras, because it does not have more abundant funds and supply chains, can not open a relatively large order volume of marketing means, can only take advantage of the major platforms, such as the public number, koala, Jingdong and other channels gradually accumulate fans to divert traffic to e-commerce channels.
The second is to seek celebrity endorsements, after gradually having a brand prototype and relatively abundant funds, Ubras began to advertise on public domain traffic platforms such as Douyin, and in October 2019, when short video traffic was abundant, Ubras signed Ouyang Nana as a brand spokesperson and officially announced it on Weibo.
After Ouyang Nana, on September 13, 2021, Ubras signed Liu Wen as a brand spokesperson to help Ubras promote the "muscle underwear" product.
Relying on celebrity endorsements is not enough, Ubras firmly grasped the "grass planting economy", began to carry out a large number of KOL launches on mainstream platforms, and targeted them to Taobao.
This also makes Ubras have a sudden increase in traffic both inside and outside the station, which is an important reason why Ubras can achieve "blockbuster" in 2020 618 and Double Eleven. According to the data, the large-scale launch that began in May 2021 brought more than 3.2 million visitors to Ubras' Singles Day, accounting for 73.6% of the total visits.
Fourth, and perhaps most importantly, Ubras has captured the best time for the streamer's live broadcast.
On the evening of May 21, 2020, Via selected Ubras as a "benefit" to sell for 5.21 yuan, and since then, Ubras has appeared on Via's live broadcast room several times.
According to the data, during the 618 period of 2020, Weiya brought a total of 12 Ubras products in the live broadcast, with sales of more than 170 million, and there is no doubt that the investment in the head anchor is undoubtedly one of the most weighty decisions in Ubras marketing.
Similarly, Ubras has also flipped the car in marketing, such as inviting "Li Shi" as a blogger with goods, but the slightly biased copywriting has also made Ubras and Li Shi scolded on the hot search together.
- After the logic of the big single, where does Ubras go?
Relying on the explosion of sizeless underwear, Ubras has still become the leader in the underwear category and the first in the non-size underwear segment. But it's worth noting that after the logic of the big single, where will Ubras go?
First of all, at the product level, the main concept of "no size" will inevitably make Ubras circle countless fans, but there is no large threshold in the design and technology of underwear products.
Ubras claims to use Japanese technology, such as replacing traditional bone and sewing with Japanese dot glue technology, and using a patented removable water drop coaster to enrich its "sense of technology".
With the entry of capital, under the rapid follow-up of emerging brands such as bananas, inside and outside the recently listed bananas, antarctic people and other industry "elders", the industry competition will further increase. In the case of low technical threshold, there are not a few foundries with the same capabilities. For example, "Banana Inside" has developed Stresfree non-inductive technology, Tagless external printing non-inductive label, ZeroTouch non-inductive support technology and so on to compete.
Secondly, in terms of supply chain, Ubras' product characteristics determine that its production supply chain links are more concise, and to a certain extent, it realizes "asset light".
If you continue to expand to other categories in the future, the supply chain needs to be further sorted out, and once it encounters a bottleneck in the non-size underwear segmentation track, the pressure from the supply chain will follow.
In order to continue to develop, Ubras is also continuing to look for a second curve, in addition to underwear, it is promoting products such as autumn clothes and autumn pants, such as Liu Wen's endorsement of muscle bottoms, split pants, men's underwear, etc. Ubras wants to cut from no size underwear, so as to enter the entire furniture and clothing track.
So, should the marketing style of the past be copied again?
Realistically, Ubras has entered a period of deep brand cultivation, and user experience and retention will become more important, which also means that Ubras needs to shift its focus from marketing to brand maintenance.
According to the Tmall flagship store reviews, Liu Wen's evaluation of the same Ubras non-size half-necked underwear is not dominant, and problems such as starting and not keeping warm are more common.
In July 2021, Ubras established a dedicated supply chain company; on February 17, 2022, Ubras set up a hidden field (including convenience food, catering and accommodation, fuel oils and fats, financial property management to medical devices, etc.)
On the one hand, Ubras is eager to demand the second growth curve, on the other hand, Ubras must quickly make up for the shortcomings in the supply chain, since today's capital, sequoia exit, Ubras next step will be like walking on thin ice.
Resources:
Data source: growth black box, sky eye check
Image source: Network
Reference Articles:
Open Pineapple Finance: How long can the crazy copied Ubras be on fire?
Interface News: Ubras, which cooperates with Liu Wen, has also used the old routine of "justifying" its own name with new consumer brands
Sheeron Zhang @ growth black box? : 10,000 words to disassemble Ubras: annual sales of 1.5 billion, soaring 10 times, the spring of underwear rookies has arrived?