Tmall Double 11 Shopping Festival is popular overseas. Five of the top ten clothing brands are underwear brands.

Sandy, who is studying in Singapore, stuffed 6 pieces of bras into her shopping cart at once during the Tmall Double 11 shopping spree. Although they come in different colors, they are all size-free and underwire-free styles from Ubras, a new generation domestic bra brand .

" It's comfortable to wear and doesn't feel oppressive. " Sandy asked his roommate to add to the order, and when they collected the required amount , they saved on shipping costs .

This year, domestic underwear brands have suddenly become popular in overseas markets. According to the data from Tmall and Taobao's overseas Double 11 , among the top ten domestic clothing brands with the fastest growth in overseas sales, underwear brands account for half of them. NEI WAI, Naitangpai, Ubras , Bananain, and Youkeshu, China's new generation of underwear brands have collectively exploded in overseas sales, and their sales have all achieved an increase of more than 100% compared with the same period last year .

(China's new generation of underwear brands collectively exploded overseas on Double 11 )

In recent years, the trend of self-pleasure has prevailed, and young people pursuing freedom and self-confidence are quietly driving the lingerie market to reshape. Underwire bras with a strong sense of restraint are gradually becoming less popular, and the self-evolution of new lingerie brands is also obvious.

Neiwai , which started earlier , has been focusing on underwire-free structure and simple design since its first series . Ubras breaks through the traditional underwear market with the concept of "no size", and one piece of underwear can meet the needs of different body shapes .

In addition, Bananain, which focuses on technology, Naitangpai, which relieves the anxiety of girls with large breasts, and Youkeshu, which advocates green and antibacterial products, have all followed the trend of no underwires and no sizes, and in their respective niche scenarios, they have responded to the current consumption trends of young people, and quickly expanded overseas during the Double 11 period to get a share of the international market.

According to Tmall Taobao overseas clerks: "This type of brand has a keen sense of smell and clear strategy. On the one hand, it can meet the pursuit of self-pleasure of new-age women. On the other hand, compared with European and American brands, their cup designs are more suitable for the Chinese population. The growth rate in the overseas Chinese market is even greater than that in China . "

Relevant reports show that there are currently more than 100 million overseas Chinese in the world , and their shopping preferences and habits tend to be domestic. Taking Malaysia as an example, more than 60% of cross-border shopping comes from China.

For Chinese brands, the overseas Chinese market has huge potential. It is reported that during Tmall's Double 11, more than 7 million overseas Chinese used their mobile phones to shop for goods on Double 11, joining the domestic shopping spree.

As the Double 11 shopping festival enters its 13th year, the experience for overseas users has become increasingly better. This year, Tmall and Taobao Overseas began to support pre-sale deposits paid in foreign currencies, allowing overseas consumers to directly "compete with foreign currency cards" without having to ask friends to pay on their behalf or exchange RMB.

In addition, Tmall Taobao Overseas has also launched free shipping venues for key overseas Chinese gathering areas such as Singapore, Malaysia, Australia, and Canada, where you can enjoy 0 shipping fees when purchasing corresponding products or spending a certain amount .

  (Tmall Taobao Overseas launched free shipping venues for key overseas Chinese gathering areas)

The improvement of platform product and service capabilities further promoted the growth of Chinese brands overseas. In addition to the strong comfortable underwear brands, domestic beauty and skin care, domestic sports brands, small home appliance industry belts, etc. also achieved impressive results during the Double 11 period . Domestic products have set off a wave of going overseas, and more and more innovative and ingenious Chinese brands are being seen by the world.