VANCL, a well-known online clothing brand, has recently expanded its product range by entering the women's underwear market in a low-key manner. This move highlights the company’s growing multi-category strategy, as it now covers men’s wear, women’s wear, children’s wear, shoes, accessories, and home products. Analysts believe that VANCL’s strong brand reputation and competitive pricing will help it quickly attract more customers, putting significant pressure on traditional apparel B2C platforms and accelerating industry consolidation.
In a recent development, VANCL quietly launched a variety of new undergarments with ultra-low prices, such as three pairs of underwear for just 39 yuan and a bra set priced at 99 yuan. These promotions have already generated high demand, with insiders reporting that the products are selling out rapidly. The brand is known for its disruptive pricing strategies, which have helped it gain a large user base in the men’s wear segment before expanding into other areas.
Initially, VANCL was seen as a menswear brand, gaining popularity with its affordable yet high-quality shirts priced at 68 yuan. Last year, the brand expanded into women’s fashion with its BRA-T series, and since then, it has continued to grow its product portfolio across multiple categories. Women’s underwear, considered a high-margin segment, offers great potential for growth in the online retail space. Industry data suggests that the Chinese underwear market could reach 500 billion yuan within the next five years, with profit margins significantly higher than other sub-sectors.
Feng Chen, founder and president of Eslite, revealed that the new women’s products are extremely popular, with orders being rushed to fulfill demand. “We’ve already asked the product team to expedite production, otherwise we might run out of stock within three days,†he said. He also mentioned that women’s underwear is expected to become another key category for VANCL.
As one of the top B2C platforms in China, VANCL currently ranks fourth after Jingdong, Suning, and Dangdang, with a 28.4% market share in the apparel sector. Recently, the brand announced plans to collaborate with actress Wang Haodan from the TV series "Struggle," signaling its efforts to strengthen brand visibility. Its flexible marketing approach and customer-centric service model have made it a benchmark for other online retailers.
With its strong brand presence and cost-effective strategies, VANCL is challenging the dominance of vertical clothing B2C sites. Industry experts suggest that the brand’s ability to build trust quickly and offer disruptive pricing makes it difficult for competitors to keep up. As a result, many traditional online clothing brands may face increasing pressure in the coming years.
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