2025年女士内衣行业营销趋势洞察报告-集瓜数据

Group 1 - The global women's lingerie market is expected to exceed $44.2 billion by 2025, with China's market growth rate recovering to 7%-8%, making it a global growth engine [5][13][21] - E-commerce sales of women's lingerie have increased by 44.75% year-on-year, with strong demand for core categories such as bras and strapless bras [5][15][21] - The primary consumer demographic is aged 18-35, focusing on comfort and materials like ice silk and silk, with a shift towards refined functional demands such as "seamless," "gathering," and "breathable" [5][18][33] Group 2 - Douyin remains the dominant platform in social media e-commerce, accounting for over 60% of sales, while Xiaohongshu has shown a 120% year-on-year growth [6][26][28] - The brand "Herbal Initial Color" has effectively utilized 32 matrix accounts, achieving over 75% of sales from its flagship store, with a single-day sales record exceeding 100 million [6][28] - The number of tail KOLs has increased by 55.34%, indicating a growing trend in influencer marketing across platforms [6][31] Group 3 - The number of live streaming sessions has increased by 27.89%, with a 14.56% rise in the number of brands and a 12.93% increase in products sold, reflecting a vibrant market [21][23] - The market concentration has decreased compared to 2024, suggesting potential adjustments in the competitive landscape among leading brands [23][26] - The average transaction price for women's lingerie is approximately 85.87 yuan, with significant sales growth in the 50-100 yuan price range, indicating a dual pursuit of cost-effectiveness and functionality by consumers [33][34]