The Chinese Market Tells You That Luxurious Underwear Occupies A Large Part Of The Country.

China has introduced sexy underwear since 20s of last century, and Western style bra spreads in China since then.

Now China has become the largest base of underwear manufacturing in the world, but until recently, luxury underwear has begun to attract Chinese consumers.

Compared with the growth of China's luxury market, the luxury underwear market is an exception, and the driving force for market growth is just beginning.

China's wealthiest classes tend to be concerned about underwear and their clothes, so high-end underwear brands from all over the world pour into the Chinese market.

In October, London luxury underwear brand Agent Provocateur opened its first independent store in Hongkong, and there are 7 stores in mainland China.

Not long ago, La Perla, a rival brand from Italy, opened its fourteenth Chinese stores in Tongluowan, Hongkong.

November 12th La Perla Northern District's first men's boutique opened in Beijing.

La Perla launched its men's shop last month last year, mainly selling 200 dollars of silk underwear and 3000 dollars of silk clothing.

High grade underwear is not just a market for women. According to the article published by the Wall Street journal at the beginning of the year, China's anti-corruption and underwear benefits, hundreds of dollars of expensive underwear in lingerie stores across China are selling well.

Today, the growth of China's luxury market is slowing down, but this year's underwear business is expected to grow by 18%.

Last year, in China, luxury underwear accounted for 1/3 of the total underwear sales of 20 billion dollars, according to RTG Consulting co-founder Angelito Tan.

The article also points out that the turnover of Agent Provocateur stores in Beijing has increased by 30%, while that of La Perla in Asia has increased by 40%, to a large extent the contribution of Chinese consumers.

Agent Provocateur and La Perla clearly see strong consumer demand in Asia.

Chinese customers are famous for their famous brand bags and jewelry watches. But with the government's austerity actions, officials are ashamed to buy such goods. Nowadays, people are avoiding the luxury trademarks and flaunting their wealth, but many people seem to be "showing off their wealth" under their clothes.

London's top underwear brand Agent Provocateur insider revealed that more than 70% of China's growth in performance came from sexy red corsets. Currently, it is very popular for Chinese women to wear a coat and coats outside their sexy underwear.

CEO, a big spy, says Chinese consumers prefer elegant and Lace Sexy products.

There are not only high-end brands but also more mid-range brands such as the French brand Etam, which recently opened its first store in Zhengda square, Shanghai, and the secret of Vitoria opened more than 10 stores in mainland China.

Compared with the various low profile luxury brands, the growth trend of high-end underwear brands in the world is obvious.

Driven by the same store sales of Victoria's s Secret and Bath & Body Works brand stability, L Brands group's third quarter earnings surpassed Wall Street's expectations.

Net profit rose 24.4% to $164 million from $131 million 800 thousand a year ago.

Sales rose from $2 billion 320 million to $7% to $2 billion 480 million from the same period last year. The brand performance was strong, and the sexy wings continued to swing.

The secret of Vitoria is selling cosmetic products and accessories only in Chinese stores. A A.T. Kearney partner Torsten Stocker told Ad Age that this may be a way to investigate consumer preferences in the Chinese market.

"If you bring all lingerie products to China, women may buy them once," he said. "If they feel uncomfortable or uncomfortable, they will never come back. Even if you have a high reputation, the products look very attractive."

However, there are people in the industry who say that although the secret of Vitoria does not sell underwear products in Chinese stores, the amount of money purchased by Chinese consumers every year can be amazing. The latest show is broadcast in 192 countries in the world, with more than 500 million tickets being sold to more than ten thousand pounds.

After all, the annual purchasing power of Chinese audiences in Vitoria's secret show can not be underestimated.

Western style high-end underwear began to approach Chinese consumers in recent years.

Matthew Clubb, director of Asia Pacific Research, said that the Chinese view of beauty, lifestyle and even sex is changing. This has increased the sales of high-end underwear. Some women are thinking more about wearing sexy clothes, including underwear.

The Chinese consumers who interviewed Zu Yujing, said that buying luxury clothes for work or leisure is too ostentatious.

But Ms. Zu spent a lot of money in a sexy lingerie store. The last time she spent the shopping Carnival at about 4000 yuan, "I don't want to dress too much, but I don't mind buying underwear more than 1000 yuan."

"We didn't expect much before," said Garry Hogarth Hogarth, chief executive of Agent Provocateur.

But now we are surprised to see how good the market is. "

Garry Hogarth added, "there are many large underwear that Chinese people buy.

They seem to be very open, like funny underwear, maybe they want to buy before, but no brand can meet these needs. "

Now many Chinese consumers seem to be "showing off their wealth" under their clothes.

Citing underwear designer Irene Lu, China has introduced sexy underwear since 20s of last century, and Western style bra spreads in China.

Now China has become the largest base of underwear manufacturing in the world, but until recently, luxury underwear has begun to attract China.

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Relative

As competition intensifies, international

Companies are also increasingly inclined to use Chinese models in advertising.

At present, there are always several Chinese models appearing on the annual fashion show. Domestic fashion media almost uniformly report the Victoria fashion show as the hottest topic of social media.

This year's underwear show also includes supermodel ho Sui and Xi Mengyao from China.

Supermodels were also included in the past.

She has appeared in La Perla advertisements for two consecutive years.

However, these brands will also face competition from local underwear brands.

China's lingerie brand has successfully changed the "cheap" stereotype of Chinese brands, and the brand bra sells between $60 and $290.

Recently, creative marketing has been launched to attract fans. Although Valentine's Day promotions are targeted at lovers, local brands such as love are usually less concerned about romance than international brands such as Vitoria.

According to the brand marketing director, the brand name in French means "love", but its positioning is more "family love, friends and social love". Besides aesthetics, products pay more attention to comfort.