China'S Underwear Market Is Huge: Sales Of High-End Underwear Brands Are Growing Strongly.

With the increasing anti-corruption efforts of the Chinese government, some of them were keen.

The high-end consumer groups began to avoid the high-profile luxury brands, and some of the flagship ladies.

Products, swimsuits and others

The series of international brands has been gaining momentum this year, becoming a dark horse in the luxury market.

In addition, the high-end underwear brand Agent Provocateur CEO revealed that Chinese consumers like to buy large yardsticks.

Chinese consumers are really open and deep.

La Perla, which is known as Rolls-Royce in underwear, was born in 1954 and entered China in 2007. It has opened many commercial outlets in Beijing and Shanghai.

The brand's silk men's pants cost more than 1000 yuan, while the price of the gown is even more than ten thousand yuan.

Even if the price is high, it does not affect their performance.

2015La Perla

Chiara Scaglia, general manager of La Perla, said that sales in Asia now account for 15% of its total sales.

Compared with the same period last year, sales in Asia increased 40% this year, exceeding the global sales growth of 30%.

For such a strong trend, for other brands, it is estimated that there have been plans to increase shops, but La Perla does not agree with them.

Chiara Scaglia said, "old stores are doing well, and they don't need to start more new stores right away."

Besides, in Asia, many customers like our underwear products, and underwear accounts for about 30% of sales in Asia. "

The Agent Provocateur, a London high-end underwear brand with amazing advertising slogans, "less M&S, more S&M", entered the Chinese market in 2013, and is currently in the mainland of China.

There are nearly 10 stores and opened a new store in Hongkong in October this year.

Opening stores in such an economically weak market in Hongkong is also enough to prove the market prospect of this underwear brand.

By the end of the current fiscal year March, Agent Provocateur's global sales volume was about $107 million, while its sales in Asia and Australia accounted for 10-12% of total sales, and sales rose by 30% in January, a store opened in Beijing.

Therefore, Agent Provocateur also plans to add 20 new stores in Asia and Australia in the next 2-3 years.

Chiara Scaglia said, "we didn't have high expectations before, but now we are surprised by the performance of this market.

We found that many large underwear were bought by Chinese people. They seem to be very open and like funny underwear.

China's underwear market is huge.

According to the report of the 2014 China Luxury Market Research (2014 China Luxury Market Study) released by Bain & Company, the sales of luxury goods in mainland China declined for the first time, but sales of high-end underwear in China have been increasing since 2012. According to the data of Frost & Sullivan, the sales of underwear market in China reached US $20 billion in 2014, and it is expected to increase by 18% in 2015, according to Bain & Sullivan.

"China's advanced underwear market is growing strongly.

It is mainly because Chinese people's per capita income is increasing, which makes more consumers want to buy products of high quality and higher price.

Matthew Crabbe, an Asia Pacific researcher at Mintel, a consultancy, said.