China'S Underwear Market Is Gradually Mature, Fashion Design Is The Biggest Selling Point.

Women's underwear is not a necessity but a part of luxury consumption. Although the overall economic situation in Western Europe is not good, women's consumption of underwear has not been affected. High-end women's underwear is a filler for personal needs, and its desire for it is more intimate and private, rather than ordinary luxury goods used to declare personal status.

Although China's consumption of marked luxury goods was amazing, in the past few years, under the influence of the government's vigorous anti-corruption and the change of consumption concept, Chinese consumers turned to Rag&Bone, Proenza Schouler and other designer brands.

Another phenomenon is the consumption of perfume. Although traditionally, Chinese women seldom use perfume, but data show that in 2013-2018 years China will become the second largest perfume consumer in the world. In 2013, Chanel and Christian Dior brand perfume accounted for 35% of the total sales of perfume in China.

In view of China's huge market, in 2014, China launched a special shop for accessories and beauty products, and launched a full range of cosmetics, perfume, body care, personal accessories and other single products.

In the Chinese market, it also attracted many women's favorite with high-end positioning.

Since its launch in 2008, LAN has maintained steady sales growth of 200-300% every year, and its main sexy route is loved by Chinese women.

Supermodel Liu Wen has become the spokesperson of the high-end underwear brand La Perla, and has also made the brand's influence in the Chinese market in an all-round way. Besides, Agent Provocateur has also entered the Chinese market one after another.

On the whole,

The market has great room for development in China, and fashion design is often a selling point.