Ubras is a Chinese women’s underwear brand founded in 2016, focusing on meeting women’s basic demands for “comfortable and easy to wear” underwear. Different from the traditional bra size setting method based on the cup size, the garment size (S, M, L, XL) redefines the wearing attributes of underwear. With the vest type underwear without size and steel ring, it gradually occupies the Chinese women’s underwear market.
With the launch of “size free underwear”, Ubras is the first in the world. It only took more than one year for Ubras to win the top 1 of the sales list of double 11 Tmall underwear in 2020, with an increase of 800%. The annual sales exceeded 1.5 billion yuan. The sales of underwear ranked first in the whole network, surpassing the time-honored underwear brands such as Cosmo Lady, MANIFORM, Aimer, etc., and opening a gap with new brands such as NEIWAI, Bananain, etc.
In recent years, the market share of Chinese traditional underwear brands has gradually declined. As a symbol of “sexy”, underwear has opened a new era of diversified aesthetics. It is in this period that uberas seizes the growth opportunities to realize the rapid growth of its brand.
There are dozens of well-known brands in the women’s underwear market, which are mainly distinguished by price and age groups. Some are luxury and mature, while others are popular and lovely. By seizing the demand of modern women to “pay more attention to themselves”, Ubras has created a new category with the differentiated positioning of “size free underwear”.
In addition, the establishment of Ubras happened to be the climax of the development of China’s rimless sports. People were in pursuit of unbridled underwear and ego. At this time, ubras entered the market and directly met the needs of women.
Of course, the birth of hot selling products, usually with the assistance of marketing means.
In 2020, with the rise of live commerce, Ubras adopts the “three in one” mode of “network anchor + star live streaming + store self live streaming”, and gets the bonus of live commerce.
After the “recommendation” stage, Ubras accumulated the foundation of fans and verified the product capability. In 2021, Ubras cooperates with Ouyang Nana as the spokesperson to build a brand and strengthen the leadership position.
In addition, Ubras has built its own private domain traffic pool to reach users with Wechat personal account ” U’s meow “, and form the open and closed loop of public domain and private domain traffic through interactive activities, invitation to publish bills, etc.
As a new consumer brand, Ubras can become a rising star in just a few years. Its marketing strategy is worth learning. However, whether a product can develop for a long time, the most important thing is its applicability and quality.