China Women Lingerie Market Next Stop: Girls Underwear

2010, Chinese women

Should teenage girls wear bras? What kind of bra do they wear?

Despite the famous underwear

Is the market size of girls underwear too narrow?

Is Hangzhou's consumer purchasing power insufficient?

Are businessmen too cautious?

With the opening of Hangzhou Tower Hangzhou Tower, fine?

Girl underwear comes into public view.

This is a refreshing underwear.

From micro touch, primary stage to steel free ring and mild steel ring.

Hangzhou girl underwear product line for the first time dropped to 9 years old

Pure white, environment-friendly cotton material, waistline Wai increased a protruding circumference, forming an extension of the arc space.

"If you put on such an undergarment, you will be able to tell" how familiar it is! "

Hangzhou Tower Hua Hua shop, two floor fine?

In the counter, a mother who has just bought 3 brassiere for her 11 year old daughter commented.

Speaking of girls underwear, people always use "pink, bow, broken flower pattern" and other words to describe.

In these words, decorating is far greater than functionality.

The same is true.

Whether in the underwear shop or the underwear store in the street, the so-called underwear for girls is only an adult underwear that adds pink and tender decoration elements.

And fine?

The appearance of the show made Hangzhou people see another simple, low-key and reverie girl underwear.

Unlike the intricate patterns and complex designs of our lingerie underwear, fine?

Underwear is pure white, the style is divided into "micro touch, the initial stage, no steel ring underwear, soft steel underwear" four categories of more than 20 varieties, suitable for girls aged 9 to 18 years old.

According to the brand Zhejiang district agent Jin Yongai introduced, opening up to date, fine?

Sales have been very good, most of them are bought by mother with her daughter.

It's not appropriate for a child to grow to thirteen years old to help her buy a lot of bras.

Today is really the right thing to find. "

Liu Yun, who works in a publishing house, is quite excited.

Like many consumers who first touched the brand underwear, she could not help feeling "underwear's care for the female body is getting more and more meticulous."

Recalling the first contact between fine and Hangzhou Tower, Ren Chanzhen, Vice Minister of business operations management, is still fresh in his memory.

"For the first time, you know fine?

It's through a picture book.

I turned up several pages of pictures, and I was amazed in my heart. How could such a thoughtful design be made?

Following the girl's different developmental stages completely, she is walking humanized.

Although I didn't have a daughter, I immediately thought of my own girlhood and thought that I was reading niece in grade five, and I felt that girls needed such thoughtful underwear.

After looking at the price of the product, an underwear price of around 100 yuan is not cheap.

Ren Chan Zhen hesitation, such a price will be accepted?

But another head in mind has prevailed - the lingerie lingerie in Hangzhou is still in the blanks, fine?

It is a Japanese brand with over 110 years old. It will surely find the market in Hangzhou.

The negotiation process was very successful. Finally, a more than 30 square meter stocking counter on the third floor of Hua zhe store was used to sell fine for more than 10 square meters.

Underwear.

"From the perspective of my department store, I hope that Hua zhe store can make a new meaning in the girl's underwear.

Girl underwear is a blank spot in the market, and there will definitely be a consumer market. "

Ren Chanzhen said.

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Teenage girls can't buy the right underwear.

The target consumers of most lingerie underwear are actually women aged 20 to 30.

The four floor of Yintai Wulin shop has a sales area specially developed for girls.

Here, all kinds of underwear are colorful, pink, lake blue, goose yellow, and patterns such as broken flowers and stripes, which are very eye catching.

But for girls who are in puberty at the age of more than 10, they may not be able to find breasts suitable for breast size.

"Unfortunately, the size of its cup is based on adult underwear, although it does not emphasize chest and plastic, but the child is still wearing too large."

A mother who is choosing a bra for her 12 year old daughter is disappointed.

The shopping guide of lingerie shopping mall revealed that the target consumers of girls' underwear are actually 20 to 30 years old and adult women who prefer the style of Kai wow.

For teenage girls, these underwear is obviously not appropriate.

In the interview, I also learned that at present, the girls who enter the lingerie market are all famous brands with high brand awareness and strong financial strength. They move customers with fashionable appearance and comfort. They aim at the adult women who pursue fashion in the city and are willing to pay for the fashion.

In puberty girls, I generally recommend that they use the smallest model in adult bra, that is, 70A.

But it's still too big for girls in the early stages of development.

Chen Yu, a teacher in charge of physiology in a middle school, knows more about the development of adolescent girls' breasts.

Speaking of student underwear, her speech is not without regret.

Besides the adult bra, there is also a bra that is commonly known as vest, but its shoulder strap is a vest pattern, plus a full cup and no steel support. It is like a small vest.

So, like ordinary clothes, it doesn't have the function of bra at all.

Chen Yu said.

It seems that there is no shortage of lingerie underwear in Hangzhou market. What is missing is a lingerie for Junior Girls.

It is doubtful that female middle school students are quite a large consumer group. Why do businessmen not want to focus their attention on this?

"Pulling down the age of girls' underwear is a thankless job and a big market risk."

Insiders pointed out this.

Zhejiang district agent Jin Yongai admitted that he had had similar concerns.

"I am not at all sure whether to be a growing girl underwear, because the customer layer in this market is too narrow.

But visiting Japan for 7 years, let me see how Japanese women students care for their breasts.

I think Hangzhou girls do not lack this awareness, but lack of proper product guidance.

So in the end, I chose to go to Hangzhou to test the water.

This test really brought real gold and silver.

It is reported that a month has not yet been opened, and many styles of underwear in Hangzhou Tower China and Zhejiang have already been broken.

It seems that Hangzhou has been longing for this market for a long time.

If underwear is found in Hangzhou is a gap, then it is foreseeable that after that, more girls underwear will follow.

According to the EICP (Oriental consumer database) survey, in 2008, the sales of Chinese women's underwear market was about 40 billion yuan, of which the share of underwear for adolescent girls was negligible.

This also means that once the market of girl underwear is awakened, the industrial value of its leveraging will be incalculable.

Why don't you wear brassiere because of a small chest?

An important reason for the vacancy in the underwear market is the Chinese consumption concept.

In an interview with the author, Lingchang, a senior underwear expert and director of the Shenzhen Lai nit dress limited company, believes that the girl underwear market is indeed a market vacancy, which is related to the history of Chinese underwear culture.

"Many women pay more attention to the decoration of underwear, while ignoring the importance of choosing the right underwear for a woman's chest health.

Adults do not pay attention to underwear, let alone girls.

In fact, choosing the right underwear is very important during the teenage years. If the bra is not picked correctly during this period, then the phenomenon of breast hyperplasia and breast enlargement will easily happen.

I understand that the blank market of Hangzhou girl underwear market is lagging behind. Besides the choice of products, there is a big reason for the consumption concept.

Some young mothers believe that girls do not need to wear underwear when finishing their breasts.

In terms of experts, there is a great difference in physiology between young girls and adult women. It is necessary to develop brassiere based on the physiological and psychological characteristics of age.