Want beautiful and inexpensive French underwear? Crème Lingerie did it

As a girl with a flat chest, I really love beautiful thin French underwear. Seeing more complicated styles, thick sponge + gathered traditional underwear, light and design French underwear will completely open the door to a new world.

More and more women realize that underwear is not just a casual and useful tool, it represents health, aesthetics and a self-pleasurable attitude towards life. In the first two years, the e-commerce platform represented by Oxygen brought foreign underwear brands into China through buyers; however, foreign brands are relatively expensive. In the past two years, many Chinese brands with international aesthetics and moderate prices have appeared, Crème Lingerie is a typical representative.

Crème Lingerie was born in Shanghai in 2015. It was founded by two girls, CremeSu and Skyler. CremeSu is a designer. He graduated from SKEMA Business School in France and studied underwear at the University of the Arts in London. Skyler is a British management major. master's degree.

According to CremeSu and Skyler, the positioning of Crème Lingerie can be described in three words: light and sexy, light design, light consumption.

The core concept of the overall brand of Crème lingerie is positioned as: light and sexy, light design, light consumption. Light and sexy-French female culture is actually the best interpretation of light and sexy 'effortless sexyThin and delicate lace, embroidery, satin. In underwear design styles, there are mainly no steel rims and thin steel rims. Even if there is a pad, it is a thin layer of cotton pad; light consumption-you can buy the same good-looking design with relatively little cost and effort.

Light and sexy, that is, effortless sexy, which does not need to gather and attract attention, and naturally infect people around you; light design, that is, the use of light and light fabrics, lace, embroidery, and satin. The styles are also mainly thin models without steel rims and steel rims; light consumption means reducing consumers' money and time costs. In the past, consumers had few choices and needed to spend cost and thought to buy foreign brands and wait for the products to be sent back to China. Crème Lingerie is only priced at 170-300 yuan for a single piece of underwear, and 300-400 yuan for a complete set of underwear.

Crème Lingerie opens the market with French thin cup underwear, but the products are not limited to this. It is divided into four series: silk underwear, lace underwear, embroidered underwear, and home wear. Among them, embroidery and silk products account for 30%. Lace and embroidery are influenced by French underwear, while silk is a superior fabric from Jiangsu and Zhejiang. Skyler introduced that due to the French style of embroidery and the high cost, cheap brands seldom use it, but Crème Lingerie would rather increase the cost to purchase high-quality embroidery laces from Europe. On the one hand, because of the good market response, on the other hand, it can also form a brand barrier. , To avoid being plagiarized.

The underwear is small, but the surface accessories are diverse and the supply chain is complicated. With a good design, a good pattern-making and manufacturer are also needed. For this purpose, Crème Lingerie hired three people who have been in the underwear industry for more than ten years to be responsible for the products. One of them was a pattern maker at Manifan, one was responsible for proofing, and the other was responsible for factory copy orders. At the same time, Crème Lingerie has four stable cooperation factories.

In terms of sales, Crème Lingerie first did Taobao. Skyler believes that Taobao's advantage is that it can communicate directly with users and has no billing period. They mainly use content operations to attract traffic to Taobao. Currently, Taobao has 130,000 followers. However, Taobao has fierce competition and the conversion rate from browse to purchase is not high, so it still needs to be improved. In addition to Taobao, this year Crème Lingerie has also begun to be sold in channels such as Oxygen, Xiaohongshu, Camellia, and Shandian (offline pop-up stores).

Although the brand is still in its infancy, sales have grown rapidly. From January to June this year, the sales volume of Crème Lingerie totaled more than 3 million yuan, including more than 600,000 yuan in June and nearly 1 million yuan in July. Among users, 30% are 18-25 years old, and 20% are 25-30 years old. The unit price is 320 yuan, and the long-term repurchase rate is 18%.

For underwear brands that have grown from online, offline experience is an inevitable link. Crème Lingerie once did a pop-up store in Flash Palace, and is also planning its own physical store. It will be opened in Shanghai in 2018.