The Competition Between International Brands And Local Brands Is Becoming Increasingly Fierce.

Manufacturers are selling high comfort underwear to China.

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High-end underwear sales exceeded China's generally depressed luxury market.

Competition between local brands is becoming increasingly fierce.

Chinese women's underwear market will reach 250 dollars.

According to the British Mint group, China's underwear market has increased by more than 2 times in the past 5 years, with sales amounting to $18 billion.

Chinese consumer tastes are maturing and women are becoming more confident in buying things for themselves. The Chinese consumer craze is shifting from glossy brand packages and accessories to sportswear and low-key underwear.

"Luxury is not buying products to show off, but buying products that make you feel comfortable," says Chiara Scaglia, President of La Perla Asia.

It is estimated that the retail value of Chinese women's underwear market will reach $25 billion next year - 2 times the value of the underwear market in the United States - and will grow to 33 billion dollars in 2020.

Chinese underwear companies such as Beijing's love, Manifen and Ordifen are also fighting for this emerging market, targeting upstream consumers and continuously improving their product quality.

"This means that foreign brands need not only win the local brand in quality, but also win the idea," said Matthew Crabbe, director of British mint.

International underwear brands look at Chinese market

Now, the market is very fragmented, and no large underwear company has more than 3% of the market share.

Because of the gloomy global market, many international underwear brands regard China as an important battlefield to boost sales.

The La Perla brand in Italy sells brassiere priced at about 2000 yuan (US $300), has 8 entity stores in China, and will open new stores in Chengdu and Chongqing this year.

The brand is also planning to open a men's underwear store in Beijing.

"People's view of underwear has changed," Scaglia said.

"At the very beginning, many of the people we contacted were puzzled. Why would anyone want to spend more than 1000 yuan to buy underwear products that no one can see?"

This year, the secret of Vitoria will open a 20000 square foot (1860 square meter) flagship store in the centre of Shanghai to receive the store which originally belonged to the LV brand package.

"I think this will announce the" secret of Vitoria "in the Chinese market in a very grand way, and it will also bring more sales to our business," said MartinWaters, President of parent company LBrands.

The German Ttiumph brand has opened 1000 chain stores in China, and plans to open stores in 5 new cities this year. It will open stores in 11 cities next year.

The Chinese brand "city beauty" focuses on the mass market and sells 50 yuan ($7.5) bra.

The brand acquired Ordifen (Ordifen) last year to expand its influence in the luxury underwear market.

"We want to enter the high-end market step by step," said PeterLam, assistant director of urban finance.

Gao Qiannan, a 22 year old Shandong student, said she spent 1500 yuan on underwear products every year, and did not feel the difference between domestic and international brands.

"I would like to buy underwear with domestic brands, but if I prefer international brand underwear, I can buy it," she said.

International underwear Brand Company said they did not specifically provide products that cater to the Chinese market, although Italy brand LaPerla noted that some colors (such as red and light pink) sold better in Asia than in Europe or the United States.

LaPerla employed Chinese supermodel Liu Wen in publicity activities.

Underwear brands in Japan and South Korea are also becoming more and more popular in China.

Yang Huijuan, 23, spends 800 yuan ($120) on underwear products every quarter.

She said she prefers Japanese brands, such as Wacoal (Wacoal) and Narue.

"I feel that foreign brands are more detail oriented and more diverse, which are missing from domestic brands," she said.

Even in the underwear market, there are all kinds of challenges.

There are 8600 chain stores (including 550 Ordifen stores in China), which sold very well in the mass market last year.

However, due to the slowdown in China's economic development, insufficient consumer confidence and competition with online sellers, the brand's profits in the first half of this year were poor.

Hongkong underwear brand Li Fang Fang said that due to the increasingly fierce competition and the economic situation, brand retail sales fell by nearly 1/5 during the month of April -6.

Despite these setbacks, the lingerie market is still very attractive, says EugeneMak, an analyst at Hongkong Merchants Securities.

The sales of these lingerie brands are still better than those of other clothing retailers.

Eugene predicts that this market will enter a period of consolidation in the future.

"This is a very young market, but it will become more complicated soon," he said.