Original by Archer
Vista Hydrogen Business
This year, the country entered winter early, and the topic of autumn clothes began to be discussed again.
In a variety show at the beginning of the year, I saw Yang Di wearing a full set of autumn clothes and autumn pants, surpassing his sister and saying the classic phrase “young people who wear autumn clothes”.
But in fact, our current generation of young people has taken the initiative to put on autumn clothes without being urged by their parents.
It’s not just that after being beaten by life and cold, I figured it out and started wellness;
The autumn clothes that your mother thought and yours are no longer the same thing
Left: Autumn pants that your mother thinks; Right: Your autumn clothes
After all, thermal underwear is rolled up, and the fashion industry has to shake three times.
How many rolls is thermal underwear?
“Thermal underwear” is a kind of autumn clothing, and the latest “skin underwear”, “self-heating”, “hot skin”, etc. also belong to autumn clothing, which is essentially a moisture-absorbing and warm clothes worn under the outer clothing.
Asked the sisters of the editorial office,
When buying autumn clothes, “invisible” is basically in the first place
Imagine a delicate satin-embossed shirt neckline revealing a small circle of fuchsia thermal underwear, and the cosmopolitan beauty turns into a double-door hole doll fish in seconds.
And some thermal underwear in order to make themselves “invisible”, a lot of big moves.
Some of them don’t look like thermal underwear at all
, such as the neckline open to a low cut, the bra that comes with it and the gathering effect, the recommended bloggers each show a good figure, and will honestly dissuade big-breasted girls.
Now there is no need to worry about the thermal underwear showing the neckline, but if you wear a sweater on it, won’t it tie your neck?
As intimate clothing, the second most important thing for thermal underwear is naturally comfortable and skin-friendly.
As a result, a group of thermal underwear not only works the softness of the fabric, but even adds a “beauty maintenance” role.
Common cosmetic additives such as hyaluronic acid, amino acids, milk, etc., can be seen in thermal underwear
Hyaluronic acid thermal underwear claims that it is no longer necessary to apply body lotion after wearing,
The hyaluronic acid in your clothes will constantly penetrate your skin when it is dehydrated, like a mysterious formula that “goes against the ancestral precepts”
Isn’t it, why don’t many people like such a good thing?
Legend has it that some fabrics are also rich in amino acids, “even whitening products are saved”.
For example, there is a thermal underwear woven with milk fiber, which is said to be a clothing fiber made of milk,
It contains 17 nutritious amino acids
In addition, this dress also contains 25% malic acid.
There are milk amino acids and malic acid, which sounds a little delicious, but its real role is whitening, “cosmetics that can be worn”.
The other is coffee fiber thermal underwear, which contains 18 kinds of amino acids, one more than milk fiber, but I am more concerned about whether this 24% of coffee can be absorbed by the skin and drive away sleepiness?
It’s a pity that it’s sold out, otherwise I would have hoarded it in boxes
The low-cut thermal underwear mentioned earlier also contains amino acids,
The fabric is the hottest German velvet, which is an acrylic fiber invented by Bayer in Germany
All thermal underwear that uses this fiber needs to be officially authorized.
This type of thermal underwear looks more like a general undershirt, and can even be worn outside,
Directly led to a Red Book user’s obsession with pure desire rolled up to the thermal underwear world
Even the autumn clothes have to create a pure and lustful atmosphere, my mother is already full of confusion after seeing it and then gives me a roll of the eyes,
Doesn’t this thing freeze the neck
Is this suspender really warm?
Once rustic thermal underwear has begun to become a fragrant item in the fashion industry
In the winter of 2018, the Heattech self-heating coat of UNIQLO×ALEXANDER WANG co-branded series was a sensation.
It triggered a rush of American hipsters
Founded in 2012, it asked the international supermodel Du Juan to endorse in 2018, stepping into the threshold of fashion; In 2020, Faye Wong, who has always been a representative of the fashion avant-garde, will be invited as a spokesperson.
There is a tree that asks Zhang Ruoyun to endorse, and the thermal underwear advertisement can also shoot the light beauty of the Monkey King by the sea.
Founded in 2016, the young brand Ubras “underwear”, the eldest cousin Liu Wen wears like haute couture; Who would have thought that one day I would see “rich people” wearing autumn clothes and posing pose.
So much so that autumn clothes have become a symbol of body check: female celebrities wear fashion items, and I wear Antarctica.
From swollen and flower, to pure and lustful, to soft and warm
100% cotton was once the mainstream of the Chinese market, whether it was “flash cotton” in the sixties and seventies, or air cotton and skin comfort cotton in the eighties and nineties, which deeply affected parents’ cognition of fabrics, “only pure cotton is good in the world”.
At that time, every autumn and winter, people had to wear pure cotton autumn clothes, called line (children) clothes in the northeast, and cotton clothes in the south.
In addition to the flowers on the surface, the most important thing is that pure cotton materials can only rely on thickness if they want to keep warm
Source: NetEase @ Photography World
In 1996, a product called “thermal underwear” was born
, the name of the material is bluffing, called “
KY-1.8 moisture conduction and thermal composite fleece
“, the translation is to add chemical fiber material to the cotton, and then cover with a layer of plastic film, you can insulate.
So Yu Zhaolin founded a brand with his real name, entered the fashion industry with thermal underwear, and killed all directions.
(To say more, the electric blanket was also invented by Yu Zhaolin, which is a later story.) ）
At first, there was a slight resistance to this non-pure cotton material, but once tried,
It’s really fragrant, the thickness is half that of ordinary autumn clothes, the warmth performance is better, and the pure color looks more advanced than the large flower
Soon, “thermal underwear” became popular, and self-use and gift giving were doubly face-saving.
The market is sensitive
。 In 1997, Antarctica was founded; In 1998, Arctic Velvet and Cat People were founded; The old brand Sangun, founded in 1937, also joined the army of thermal underwear, and these brands have later become thermal underwear giants.
At that time, the marketing strategy of thermal underwear brands was basic
Hit the world,
The first invites stars, the second goes on CCTV, and the third shops the market
Yu Zhaolin took the lead and asked Hong Kong star Zheng Shaoqiu to be the brand spokesperson, and the brainwashing advertising slogan “Yu Zhaolin, really powerful” on TV created a precedent for thermal underwear to ask celebrities to endorse.
Antarctica people found Andy Lau, Ge You, Xu Fan, Yuen Yongyi, and Hai Qing to shoot a 15-second advertisement, the central idea is “Antarctica, not afraid of cold”.
There are also Gong Li, Fan Bingbing, Sun Li, Li Xiaolu, Lin Zhiying, Wu Xiubo, etc.,
Almost all celebrities with a certain national degree have endorsed thermal underwear as wholesale
The big red carton is printed with celebrities in thermal underwear and smiling delicately, which is one of the childhood memories of many people and one of the black history that stars want to destroy the most.
At that time, most of the thermal underwear was brightly colored, with a trendy and rustic temperament, even stars were difficult to control, ordinary people wearing it may be Ultraman vision.
Source: Little Red Book
But after all, the high price of thermal underwear gives it a noble status, and inadvertently showing the corners may be the fashion at that time.
A post-80s editor sister said that the classmates who wore thermal underwear would especially like to write on the blackboard.
Raising his right hand, the cuff slipped off, revealing a small purple red,
Those who know know know that this person wears thermal underwear, which means that his family has financial resources, and he is at the forefront of the trend.
Thermal underwear used to be a trend representative of chasing the preferences of young people.
Source: Sohu.com @Hometown Luoshan
During the millennium, new conceptual materials emerged.
For example, the “card” family
: Lycra, Carbon, Warm, ‘Magic’, Heat, Heat, Vivka…
There is also a certain rich group’s “fire dragon cotton”, which is very hot when you hear it; The “platinum fiber” of a gold company, the coal boss who is not poor in money must get one; There are also far-infrared fibers that are not aware of the fierceness, and so on.
Technology packaging is an important means for thermal underwear manufacturers to achieve product premiums
。 These materials full of futuristic science and technology seem to be immortal fights, but in fact they are just changing soup without changing medicine.
Arctic Velvet advertisement
Quite a sense of science and technology mixed cult film, aliens captured Zhao Benshan in order to understand why earthlings are not afraid of cold
, Zhao Benshan told them: “Wear Arctic velvet if you are afraid of the cold, everyone on the earth knows it.” ”
Ordinary brands can’t beat Antarctica, Arctic Velvet, Hengyuanxiang, Yu Zhaolin, Tmall industry data shows that these traditional brands occupy more than half of the market.
Can’t beat and can’t admit defeat,
Many brands choose to fight price wars,
The loudspeaker of the shopping mall loudly broadcasts “jumping off the building sale”, if you dare to price 99 yuan, I dare to sell two sets for 120 yuan; If you dare to buy one get one free, I will dare to buy one get two free.
Then we have to work publicity and marketing, and the aforementioned wholesale celebrity endorsement thermal underwear is the product of advertising wars,
And a lot of the ads at the time now seem quite spicy
But in a scuffle, merchants began to sacrifice quality, and there was no new breakthrough in the fight for materials, but in just a few years,
The homogeneity of thermal underwear on the market is serious, and the gross profit margin of the thermal underwear industry was once less than 10%, and the industry fell into a vicious competition cycle
My mother recalled that when I led the kindergarten to the supermarket to buy vegetables, I found that thermal underwear began to be sold in plastic bags, and even street vendors were selling “cottage” thermal underwear, trying to cut the price by half.
Until 2003, the price of thermal underwear plunged collectively, the industry lost its profiteering attractiveness, innovation stagnated, and thermal underwear gradually degenerated into a representative of rustic and backward.
In 2008, the subprime mortgage crisis in Europe and the United States, the Asian financial turmoil, the shrinking exports, the overcapacity of the internal textile industry, and the serious backlog of inventory.
So the thermal underwear brands of that year have transformed
In the 90s, Hengyuanxiang, who was testing the waters of the franchise business, accounted for ninety percent of its operating income at this time.
The Antarcticans followed Hengyuanxiang,
Cut off the two asset-heavy links of production and sales, simply sell all factories, no longer produce physical products, and concentrate on selling licenses
Antarctica people did taste the sweetness from this, and as can be seen from their 2019 annual financial report, its total operating income for the whole year of 2019 was 3.907 billion yuan, a year-on-year increase of 16.52%.
Yu Zhaolin, Arctic Velvet, etc. also followed, and the traditional thermal underwear brands of that year have been put into OEM trading, and the types of goods are widely involved in socks, underwear, washing machines, hot water bottles, etc.
Even so, complaints against them abound on third-party consumer platforms such as black cat complaints and poly complaints.
The OEM authorization model has greatly affected the reputation of the old brand of thermal underwear, and since then, the well-known trademark in the country can no longer guarantee quality
At the same time, the post-80s and post-90s who grew up wearing thermal underwear gradually grew up and experienced the stage of “demeanor rather than temperature”,
In recent years, they have embraced thermal underwear again, but they prefer new consumer brands
For example, Bananain, founded in 2016, its main product “hot skin” was bought as the top 1 in the Tmall industry in 2020’s Double 11, with sales of 480,000 sets, and post-90s users are the main force;
UNIQLO Heattech ranked in the top 2 of the Tmall brand list in 2019 and 2020;
On September 22 this year, Weiya first released Ubras underwear in the live broadcast room, with a single-day transaction of 34 million +, and topped the Tmall underwear industry category sales TOP1 on the same day.
This is a very magical thing, after all, since Su Mang said in 2008 that he never wore autumn pants, the “rustic” of thermal underwear has been put on the bright side from the subconscious of consumers.
Today’s thermal underwear is trying to get rid of the “rustic” label, but in fact, it was also a trend at the beginning of this century
An editorial sister, who asked not to be named, told me: “The most impressive thing after the college entrance examination was that I threw all the thermal underwear my mother stuffed in on the luggage rack on the train to university.
At that time I thought, young people who wear thermal underwear
“Who knows the vicissitudes of the sea, now I just want to go out with gloves and clothes all year round, and warm underwear in autumn and winter is not just needed.”
Included in topic #时尚门诊
The migrant workers who have gone into society no longer dare to catch a cold easily, wearing thermal underwear, in the office that has not yet been turned on, they can liver him for another three days and three nights.
； Whether it’s time-saving casual comfort, or beautiful and unfrozen exquisite outfits——
Thermal underwear that carries childhood memories has returned to the lives of young people, and may also create a new generation of childhood memories.
Are you wearing thermal underwear?
From swollen and flower, to pure and lustful, to soft and warm