Tapping into China’s cycling craze, homegrown lingerie brand Ubras teamed up with cycling club Chillride this autumn to launch a city-wide cycling event promoting its seasonal thermal tops and bottoms.
In total, around 20 women partook in the bike tour, sporting Ubras’ thermal innerwear and warm mittens provided by the brand as they explored the streets of Shanghai.
On November 4, the lingerie brand set up a series of “warm supply stations” in several locations scattered throughout Shanghai, in which 1001 limited-edition hand-sewn mittens were offered to the public free of charge. At the same time, in Beijing, the underwear brand launched its “Warm Platform Project”, and in Dali, the brand hosted a “Hike and Poetry” event in collaboration with PoemsForYou.
With the help of brand spokespersons and KOLs, the promotional seasonal event has drawn the attention of Chinese female netizens. On Weibo, the hashtag “How to welcome winter” has amassed a whopping 350 million views. Meanwhile, another hashtag related to the brand’s cycling event has garnered 276,00 views.
Since its foundation in 2016, the domestic underwear brand has experienced massive success thus far in the Chinese market. During China’s mid-year 618 e-commerce extravaganza, the homegrown brand topped underwear sales with a gross merchandise value of almost 400 million RMB ($60 million). Its success is largely due to the brand’s capitalisation of livestream e-commerce, private traffic, and organic traffic through word of mouth.
All in all, Ubras’ collaboration with ChillRide is a successful demonstration of seasonal marketing and offline marketing done right. As a result, the homegrown underwear brand is now cycling its way into winter with a stronger brand image and following.