"Why do you have to send a circle of friends to celebrate Father's Day publicly, because there are still many fathers in the society", lisa laughed and laughed that day.
The weChat of the eight-sided factory public relations Lisa always has two friends: Party A and the boss. As an office lady of the international trade, she can step on high heels into combat boots and "understand the needs of the other party in seconds", which is the workplace weapon of Lisa as a senior worker.
However, Lisa is increasingly finding that pleasing others can be promoted and raised, and maintaining a healthy body and mind depends on whether she can listen to her heart. Recently, Lisa sent a message to block bosses and customers: pleasing herself starts with being an "urban dog".
The earth dog is not a real dog, but it is not synonymous with a mentality: don't care about the evaluation of others, how comfortable everything is.
How many glamorous OL quietly prepare a pair of foot gyms at the workstation? Older shoes are better for bungee jumping off work than flashy crystal shoes, and they'll never make you grind out blisters and get tired and cramp.
Urban earth dogs are not really "soil", but after experiencing some so-called "exquisite elegance", they have a strong heart and know that pleasing themselves is the top priority in life.
Lisa is the epitome of thousands of urban factory girls. Tmall double eleven data shows that on November 1, the sales of underwear without steel rim soared, an increase of 200% year-on-year, sports vests increased by 100% year-on-year, yoga pants, running sweatpants became the first choice for more and more women who are pleasing to themselves.
Compared with the non-rigid needs such as thin legs and waist, comfort has increasingly become the first meaning of contemporary girls to buy and buy.
The underwear of the head of all evil was the first to be thrown into the trash can, and the "chest squeeze will always be there" joke has seduced young people. If it is possible that you don't even want to burden your shoulders, a pair of chest stickers will suffice.
Yang Kasa's disdain for the chest gaze won a good review: when the high-cold model walked in front of the male audience under the stage, the inner drama "What you like, the old woman is not long."
“you are what you buy”。 The sought-after market for traceless, sizing-free underwear is enough to show that making yourself comfortable is what contemporary women care more about.
In 2018, the domestic underwear brand the blender, which took the neutral style, turned out to be a contemporary female underwear that "wears downstairs to take out the garbage and no one will point fingers", "wears the music festival will be chased to ask the link", pay attention to comfort and self.
Such an idea has allowed the blender to gain a group of fans on Tmall.
Jennie believes that the general trend of the underwear market now is an unstoppable comfort wind, wearing it will make you unable to take it off, and the market size without steel rings is running wild at a growth rate of 50%.
Yang Lan once said: "Today's women should have more of their freedom, go back to their hearts and find out what they really want, no matter what, this is their own choice." ”
In addition to bringing "underwear freedom", comfortable underwear has also become another fashion item - putting underwear on the outside of a white shirt as a fashion item, and being seen at the seaside, music festivals, and bungee is also the right to be seen in a cool enough underwear.
Contemporary women are so casual in their lives that some have speculated that in the end it may only be seen in adult videos that traditional sexy lingerie will be seen.
A highly saturated color scheme, with a strong visual impact, a sense of design, and a lingerie that stands out in a bunch of bras, was born in Jennie's mind.
Injecting cinematic elements into lingerie, some recreating the sensuality of Uma Thurman in Pulp Fiction and paying homage to the psychedelic future of The Fifth Element. There are lines, there are edges and corners, and there are three-dimensional. The human body is regarded as a work of art, and underwear is the pen that sculpts and depicts it. I'm sorry for the clever design.
Comfort is the most basic standard, and personalized expression is the way women show their self-tension.
The comfortable step is freedom
If you pay attention to the streets, it is not difficult to find that yoga pants have been popular in the fashion circle in the past two years.
If comfortable underwear is the pursuit of inner comfort, then throwing away tight jeans, one-step skirts, and putting on yoga pants has a kind of yearning for freedom.
During the Tmall Double Eleven period, the high-waisted yoga pants launched by the new national tide sports underwear brand vfu quickly sold 10,000 pieces in a short period of time. Comfort, freedom and health are the keywords of women's dressing trend in the next 5 years.
In the first two years, the popular punk health hedging method of drinking goji berries while drinking, now no longer fitness will really become decadent. Since last year's home-based life began to gradually rise in fitness frenzy, how many sisters have gone through sweaty days accompanied by the devil ai Pamela.
Known as "Hermès in yoga pants" lululemon has become a uniform of a first-line urban female elite, and the transparent glass of the CBD business district gym is the shadow of struggling to jump Pilates. Healthy while also relieving stress.
According to euromonitor data, the market size of China's fitness clothing in 2019 was 130 billion, with an annual growth rate of more than 10%, and it is expected that it will not be less than 150-200 billion in the next 5 years.
The mix and match of "athletic sports" and "leisure casual" pushes sportswear to the road of fashion, design and personalization. Founded in 2015, Lori took advantage of this shareholder wind to grow rapidly on Tmall and won tens of millions of rounds of financing in 2017.
Founder Chen Nunyang said that the word "violent" implies blood and secondary two, and Lolita is women's pursuit of beauty. Who said that beautiful girls can't be hot blood and secondary two, the two are mixed together, which is the current state of fitness girls, and girls are pursuing better themselves.
The emergence of Tmall has allowed this wave to sweep from first-tier metropolises to second- and third-tier cities. After a while of groping on Tmall, lolita found her target group: 18-35-year-old girls who love fitness, and gradually came out of a unique style, and now has a large number of loyal fans.
This part of the girls not only want to wear sportswear to lift the iron to do yoga without restraint, but also hope to wear it to walk the dog. They no longer like sportswear that is only black and white and gray, but prefer sportswear that can express their personality and have a sense of design.
Riding the two carriages of sports equipment daily and fashionable, lolita are really going to run away.
Reject rotten streets
Maslow's hierarchy of needs theory says that meeting physiological needs to advance upwards is social and self-expression. But children make choices, adults want everything.
In addition to the need for comfort in all things, this year's cool girl takes the rejection of rotten streets as a creed.
Once the perfume is reduced to street incense, no matter how fancy the tone is, it is not fragrant. Just like Zu Malong, the former head of salon incense, after being ridiculed as "spraying Zu MaLong freesia, you smell like my 5 predecessors", it has since become a shallow "subway treasure".
"Original niche design" is now the keyword that girls are more willing to stop, but in today's years when the niche will be easily pushed into a hit by planting grass and algorithms, there are always contradictions and worries about their own treasures being discovered, so they work tirelessly and tirelessly on the road of mining differenties.
Nana, the founder of the domestic luggage designer brand Amazing Song, is an independent woman herself, who quit her white-collar job after a public welfare trip and opened 8 physical stores offline. However, due to the impact of the epidemic, business was once frustrated.
In 2019, Nana saw the trend of the new wave of women's consumption on the Tmall platform and opened the road to e-commerce. It didn't take long for Nana to discover that Tmall was the best platform to provide a commercial explosion and business soil for "small and beautiful" brands. She decided to stick to her dream of being a designer no matter what.
"The result of following the rules is that the whole world loves you, except yourself." The true thoughts of nana, an independent woman, hit the heart of many women. It didn't take long for these bags, which expressed women's individuality, to sell on Tmall.
At the Amazon song Tmall store, you can see a lot of food-inspired soft European buns, meat buns, egg flower accessories, Nana said that she likes to find inspiration from the daily objects of home and life. Amazing Song's design team loves to give the bag a nick name, which is equivalent to giving each product an independent soul and personality.
The data shows that the post-95s and post-00 generations in luggage products who are motivated by "pleasing themselves" contribute nearly half of the transaction volume.
The consumption habits of women three years ago are not the same as today, and a thousand consumers have a thousand fashion theories. They do not want to passively accept the discipline of the market and buy what they have, but instead know exactly what they want and need, and directly and boldly shout out, and even change the direction of fashion and business.
end
Amazing song creates bags with gentle attributes, the blender injects a unique soul into underwear, and Lori is committed to helping fans find good-looking sports gear.
They take root on the Tmall platform and grow up with female consumers, and they can change from unsatisfactory female consumption to enthusiastic entrepreneurs, bringing a new experience of pleasing themselves to more sisters.
Nowadays, on Tmall, more and more merchants are accurately grasping the deep-seated "self-pleasing just needs", these brands are either aesthetic and quality both online, or compatible with comfort and personality, or as a symbol of confidence and charm.
For example, the original designer brand Gura Yoshiyoshi has created a miracle of more than one million monthly transactions with its original "mini pottery bag"; the Bremei luggage brand with 2.6 million store fans dedicated to travel photography crowds, and the cat belly pillow that satisfies the feeling of cats at home.
Tmall luggage and clothing Xiaoerjiatang believes that it is young women who redefine and enrich "pleasing themselves" to create an infinite and broad space for original niche designers in the vast platform of Tmall. Take Nana, the founder of amazing song, as an example, the founder herself is an independent woman, so she understands the needs of independent women.
"The happiest thing for contemporary women is to please themselves", starting from taking off the underwear with the meaning of gaze, to achieve the basic appeal of physical and mental comfort; the expression of personality that is unscrupulous and boldly released is not the beginning of re-examining the self, health and good looks are just needed, and it is not impossible to show the body generously.
A group of new consumer brands with insight into women's needs have seized the opportunity, not wanting to follow the established framework, but rather creating a new world.
The consumer portrait of economic independence and self-pleasing consumption to improve their quality of life is becoming clearer and clearer. In the midst of the wave, self-awakening female consumers and female managers will be the two most vital forces.
Article Source: Vista Hydrogen Business