YOUKESHU has a tree，It was established in Hangzhou in 2018 and brought it in the same yearThe first self-developed non-marking antibacterial women's underwear cutdomesticMarket.In just one year of its establishment, the brand's sales exceeded 100 million.
Now I have passed the first timeIn the past 7 years, Youke Tree has expanded to men's/women's underwear, underwear, socks and other categoriesA number of tens of millions of phenomenal items。In the recently passed 2025 Tmall 618, a tree is once again on the listRanked fourth in the list of underwear and home wear stores.
From single product explosion to category extension, to the perennial dominance of major sales festival lists…… In the era of fierce competition in the clothing industry, there is a tree that relies on its unique vision and style of play to buck the trend in the environmental protection underwear trackHigh growth and sustainabilitycurve.
Zhiyi Technologyalso reached a hand-in-hand cooperation with Youke,PassKnowing clothes, knowing clothes, shaking clothes, knowing Xiaohongand a series of other products,Use big data to help Youkeshu be more efficient and accurateGain insight into market trends and empower product development.
Today we will take a look at a tree× new narrative of the category growth of Zhiyi.
Source: Youkeshu official website
Multi-category and deep pallet casting continued to grow
Among the many clothing categories, underwear is a relatively small space for independent design"Semi-standard products", unless it is a change in layout, other design attributes are difficult to roll up big novelties.
But it's earlyIn 2019, the founding team of Youkeshu keenly discovered the blue ocean opportunities for underwear fabrics.In IsraeltraditionChemical fiber is the main oneundergarmentsThere is another path in the track, large-scalewillCotton, modal, Tencel, Youkesi and other renewable wood-derived fibersAs the core material of the product.
fromStarting from "plant-based" women's underwear, in just a few years, Youkeshu has completed the layout of underwear, socks, bras, loungewear, thermal underwear and other categories. It continues to expand new tracks such as mother and baby and sunscreen series.
Vertically, Youkeshu also divides its productsFour series: natural plants, regenerative plants, plant technology, and biological protein, explore different fabric applications and green technologies.
Source: There is a tree official Weibo
In the underwear track, there have been brands that have done top-level design of multiple categories and long product lines in the past, but in the end, the cross-category repurchase rate of users is low, and each category is fighting separately, making it difficult to form an overall brand cognition, and finally becomesThe single-line growth model of "one to many".
But there is a tree that solves this problem very well——At the beginning, starting from women's underwear, anchoring women's needs and deepening cultivation, laying the foundation of the audience, and strengthening the user's mind. Subsequently, with the help of the purchasing habits of underwear and home wear in the family of loyal female consumer groups, the category was successfully expanded to men, mothers and babies, and children.
Youkeshu's category expansion seems to be fast, but in fact, every step is solid and solid——When it was decided to develop and focus on men's underwear in 2019, women's underwear had already achieved tens of millions of sales on Double 11 the previous year; When the main bra was launched in 2020, men's underwear already had tens of millions of popular items......
Only inThe previous category entered the industryThe TOP rank is even the first in the industryOnly then will Youkeshu begin to carefully and restrainedly explore the growth space and market trends of new subdivisions, and find out under solid market research and analysis"The Next Growth Engine"。
atCategory analysis, market trend researchand other links,Zhiyi TechnologyAlso through its subsidiary"Knowing clothes" and "knowing money"and a series of other products to provide more efficient and accurate big data insights for brands represented by Youkeshu.
For example, utilizationKnow the clothestarget【Industry Insights】-[Red and Blue Ocean Analysis]function, brands can quickly identify the proportion and growth of each sub-category under the target category, quickly identify high-growth, low-competition blue ocean categories, and provide direct market reference for their own category expansion strategies.
Know the clothes-Analysis of the red and blue ocean of the market in a certain cycle under the underwear category
Focusing on a single subcategory can also be leveraged【Attribute Analysis】tool, to gain insight into the proportion and detailed sales data of the design attributes (such as fabric, color, style details, fit, breast design, lining, etc.) of the entire e-commerce platform, and quickly identify high-growth design elements.
Designers can directly refer to the growth element link【Hot Products】, quickly find the style of benchmarked products, draw design inspiration, and carry out facelift innovation.
Know the clothes-Trends in fabric function data in a certain period under the bra category
fromGain insight into market opportunitiesarriveDetermine the direction of category expansion, and thenLook for trends in subcategory purposes, There is a tree with the help of many years of clothing experience andBig data tools, continue to break through in new sub-categories, and create a multi-category and deep pallet as the foundation"Sustainable Growth Flywheel".
A popular product can be sold for three years or even longer
In addition to continuously expanding new category growth points, Youkeshu has a high explosive rate that is much higher than the industry average and continues to buildThe ability of "star items" is also an important foundation to support its perennial domination in the underwear and home furnishing track.
Especially in the life cycle management of explosive products,The life cycle of Youkeshu's popular items can be reached2-3 years, and even more than 5 years for individual products.
There is a tree-Representative explosive items
whereasBehind the essence of the "explosive hunter" is also Youkeshu's extremely profound and professional insight into market trends and user needs.
Due to the fact that today's domestic underwear supply chain is very mature, the underwear industry is widespreadThe tendency to "emphasize design over data" -Relying on the subjective experience of designers to select models, resulting in a high rate of product replacement.
Especially in the sub-category of underwear, a large number of merchants in the market rely on supply chain capabilities to quickly remodel and iterate the hot-selling products on the market based on the version, changing the fabric, color,The logo and even the packaging are immediately launched as new products.
Under this production method, the homogenization of the market is becoming more and more serious, forcing merchants to roll up costs and marketing, and seize market share in unhealthy ways.
Zhiyi provides a cooperative customer represented by Youkeshu through a series of clothing big data productsA new and differentiated gene recognition path.
First of all, the same can be usedZhiyi [Industry Insights]function, in[Cross-analysis]Set the target category and the type of design attribute you want to analyze, such as for women's boxer underwear"Fabric Style Details" combination for analysis,Quickly find out the combination of hot-selling design elements in the market through big data.
Know the clothes- Industry insights - Attribute cross-analysis
furthermoreKnow the clothesProvides powerfulCompetitive store trackingAbility.
Brands can not only be【Monitoring Desk】Follow and obtain competitors in real timeStore product styles, new trends, and sales data provide insight into the hot-selling design elements of competitive stores。 For example, for the fabric attribute, you can view the high-selling fabric component combinations of competitors in the fabric overview with one click.
Know the clothes-Monitoring center -Fabric overview
In addition, in the passZhiyi [Commodity Library] [Ranking] [Monitoring Desk]After finding any market hot-selling style, you can use it in it【Product Details】page【SKU Analysis], to understand its hot-selling colors and sizes; Pass【Evaluation and Analysis】Capture the real evaluation keywords of consumers in good and bad reviews respectively, and understand the real pain points and praise scenarios of competing products.
Know the clothes- A product detail page - SKU analysis
exploitZhiyi big data from the category market-Multi-dimensional data analysis of competing stores - Best-selling items, which can help brands achieve it quicklyAttribution of explosive models and refining design elements.
Using the assistance of rich professional experience and big data to carry out more scientific new product development and explosive iteration, clothing brands can gain more"Sustainable" product strength, extend the explosive cycle, and obtain more long-tail income.
epilogue
The success of Youkeshu brand has provided many new growth perspectives for clothing companies:
First of all, in the era of oversupply of clothing, real innovation is not about creating demand, but about creating demandDig deep into market trends and consumer feedback to discover the overlooked blue ocean.
Second, a tree brokeThe industry curse of "explosive = short-lived model" confirms the victory of long-term activists who focus on R&D and deeply cultivate the market.
And in the future,Know the clotheswill also continue to provide clothing big data escort for Youkeshu,Use data to gain market insight, grasp trends, and select products efficiently, so that the uncertainty of business can be transformed into a quantifiable decision-making chain, so that every idea falls on the soil of real needs.
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