Analysis on the Definition, Current Situation and Development Trend of Chinese Underwear Fashion

Since the mid-1990s, the underwear industry in China (especially lingerie) has basically matured, forming the southern part of the country represented by Guangdong, the eastern part represented by Shanghai and the third part of the northern part represented by Beijing Pattern, which also initially formed an independent style of China's underwear fashion trends.

At present, some well-known domestic brands such as Wacoal, An Lifen, Ou Difen nearly three years market growth rate in more than 50%. At the same time, Britain, France and Hong Kong, China, Taiwan products are also very optimistic about the underwear market in mainland China.

Underwear is the body's "second skin" and "close companion," At present, China's underwear market is full of brands, large and medium-sized shopping centers in major cities, brand sales concentration is relatively high, consumer acceptance of the brand is relatively fixed in a limited Several brands. It is understood that most of these hot brands are Hong Kong or other countries in Guangdong, Shanghai and other places joint venture products, a handful of local brands.

A few days ago, Minimal Market Planning (Shanghai) Co., Ltd. conducted an industry research on the current situation and development trend of China's underwear industry in 2003 and formed a research report on the entry strategy for China's underwear industry. This article is a simple text extraction of the comprehensive study.

1. The definition of underwear:

Underwear and has been translated as Under Cover or Under Wear, which is the language of the garment industry since 1983. The pattern style is dominated by women's underwear, which includes the Corset, Bra Cup, Waist Nipper, All-in-one, Camisole, Short and many more. Broadly speaking, as long as the clothes worn in the human body, can be called underwear. There are many kinds of underwear classification, such as daily underwear, sexy lingerie, pajamas, swimwear and beachwear, etc., is generally considered more scientific classification is divided into the following three categories according to the use of functions: underwear, underwear adjustment (also known as correction underwear) Decorative underwear (aka corrective underwear).

2. Domestic underwear industry status quo:


The industry believes that China's underwear market is full of infinite vitality and great potential. But at the same time, China's underwear manufacturers also need to understand the development trend of the world's underwear industry in order to improve the level of design and production, synchronized with the world trend. In the continuous development of China's underwear industry development space at the same time, the problems exposed during the can not be ignored. Compared with foreign brands, China's underwear industry, fashion is weak, the distinction between the characteristics of the brand is not obvious, which inevitably lead to the formation of non-standard low-level competition in the industry.

With the continuous improvement of people's living standards and the continuous deepening of the cultural understanding of underwear, underwear and fashion, like, become people chasing each other's fashion. Researchers at Mingmao Market Planning Co., Ltd. think that the underwear market in China is in a period of rapid growth and its development prospect is very broad. At present, there are more than 3,000 underwear enterprises in mainland China, and the underwear market in mainland China presents a situation of tripartite confrontation with imports, joint ventures and domestic brands. With China's accession to the WTO, China's underwear market will further speed up the integration with the world market, which is a new mutation for China's underwear industry, but also a fierce global competition.

3 industry development stage:

Underwear industry has been booming overseas for several decades. And it has always been a secret topic in China. Until March 1993, the first national lingerie show was first introduced in Beijing. Since then, underwear as a deductive urban fashion carrier can not be received.

Underwear industry from the start of development so far, has become China's garment industry's most promising one of the industries. If the number of under-garments per capita in the West is used as a reference, there are 200 million under-aged people in China. If they buy 3 underwear per person per year, Chinese women will need to purchase at least 600 million pieces a year. According to the survey of Mingmao Market Planning Co., annual sales of middle-to-high-end underwear in Beijing and Shanghai alone amounted to 900 million yuan.