International Brand Hits Women'S Underwear Market In China

In 2019, the global underwear market is expected to reach about US $450 billion, with a compound growth rate of 6.5%. The scale of China's underwear market is growing faster. By 2019, the market size was about 200 billion yuan, and the annual compound growth rate was 14.5%, of which women underwear accounted for more than 60% of the total market size. From the brand point of view, imported brands account for about 60% of the market share, and China's domestic brands account for about 40% of the market. The average per capita consumption of Chinese women in underwear is only 20.2 dollars / year, which is 1/4 of western developed countries.

With the awakening of domestic women's awareness of underwear consumption and the change of consumption concept, China's underwear market has great room for development. In order to seize the opportunity of rapid development of China's underwear market, Italy underwear brand Intimissimi recently released a new 2020 spring summer series, drawing inspiration from four elements of fire, air, water and the earth. The four are ingenious combination and mutually reflect, which is intended to show the strong vitality of the universe, and give every single item the concept of positive living state and free spirit. Intimissimi will also launch the Green (green) series for the first time this season. The series inherits two types of styles, each with its own characteristics and environmental protection characteristics. The The Garden Fairy style adopts the regenerated yarn Q-Nova of Fulgar, the leading fiber manufacturing company in Italy, showing the lace design, the feel is extremely soft and comfortable, delicate and skin friendly; Rare Beauty underwear style is the combination of Fulgar Q-Nova and Bluesign certified silk. It is also worth mentioning that Intimissimi's new pajamas also adopt the concept of environmental protection and choose bamboo fiber materials. The material is fast growing, renewable and easy to grow. It can grow only with a small amount of water. It is the best choice for maintaining sustainability and environmental protection. This summer, following the opening of Chongqing's North City sky street, Shenzhen Hai Ya colorful city commercial center, Hangzhou lakeside Yintai and Shanghai Zhongshan Park Longzhi dream, Intimissimi continues to expand its Chinese market and set up a brand-new flagship store in Nanjing West Road, Shanghai. In September, Intimissimi opened two new brand stores in Chongqing Raffles square and Raffles Plaza in Chengdu. At present, Intimissimi's brand stores are located in important cities in China, including Shanghai, Beijing, Chengdu, Chongqing, Hangzhou, Guangzhou and Shenzhen. At the end of this year, there are 40 brand stores in the group and the Chinese market. By the end of 2020, it will expand to about 100 brand stores.

Intimissimi is one of the many brands of Italy's successful group, C Soto Lia (CALZEDONIA). What makes Intimissimi proud is that it has the most extensive chain store network in the world. Its store image is a vibrant, comfortable, savour and unique representative of the world. Intimissimi's sales network is distributed in more than 40 countries with up to 1503 stores. Intimissimi has its rich achievements and extraordinary history. Since its establishment in 1996, the brand has become the leader of the European underwear market.

As China's women's underwear market started late, sophisticated international brands poured in. In November, Skym, a lingerie brand from Singapore, landed in China. It is a lingerie brand for Rays Global. It covers ordinary underwear, decorative underwear, body sculpting underwear and underwear series suitable for pregnancy. In June, the Holland lingerie brand Hunkemller, which has a long history, announced that the first Chinese store has officially opened in Pudong New Area Century Plaza, Shanghai, which means that the brand's "5 years and 47 stores" opened in China. Hunkemller will implement "5 years and 47 stores" in China in 2023.

In terms of industry concentration, the concentration of underwear market in developed countries such as the United States and Japan is relatively high. In the concentration ratio of TOP3 brand, the three leading enterprises in Japan and the United States accounted for more than 50% of the market share in the underwear industry in 2017, and the market share of leading enterprises in Japan is still increasing year by year. However, the market share of individual brands in China's underwear market is very low, and the overall industry concentration is relatively low. Because of the competition of women's underwear brands in the Chinese market has not yet formed a leading industry, the industry concentration is low, prompting many international brands to get a share in the Chinese market.

However, AI media consultancy analysts believe that the market concentration of China's underwear industry is gradually improving. The traditional head underwear enterprises are developing towards multi brand and multi category. In recent years, the net born brand concentrated in different subfields of women's underwear has been rising rapidly, attracting no capital investment.