A Moment with Mr. Qinghai Ke, A Pioneer in China Maiden Lingerie Marketing

We are acknowledged to notice that structures and habits of  maiden consumers have taken place great changes in modern society, whether in physical development or in consumption concept. The maiden lingerie market  was regarded as  a piece of forbidden and fertile earth in China. Nowadays, with development of times and alteration of Chinese people's ideas, what is the condition of maiden lingerie development in China and what are the appropriate strategies to exploit this high potential market? We are honored to have Mr. Qinghai Ke, the first entrepreneur in China to engage in researches on proper marketing strategies in maiden lingerie sales, to decipher current maiden lingerie market development in China.

Reporter: Would you please briefly introduce the development of Chinese maiden lingerie market and share with us what is the right tactic to sale this type of product?

Mr. Ke: In recent year, the youth have become the majority consumers in domestic market, thus demands of maiden lingerie maintain at a high level. According to surveys conducted by some international lingerie labels, because of increase of life standard more and more girls at a relatively early age get started to buy intimate garment.

In average, it is not exaggerated to say that they need to wear a bra before fourteen now. The main reason for them to have a brassiere is demand of the breast. For current stage, I think comfort is the primary and essential factor. In addition, they will not make their choices by themselves, but with their parents usually.

Based on results of many researches, 49% middle school and high school girl learns how to wear a bra from their moms and 60% purchases the very first lingerie product with their mothers. Therefore, preference of their parents has a profound influence on them. So a suitable marketing strategy should not focus on the youth, but cover all factors that may impact their choices.

At the same time, owing to the one child policy in China, many teenage, as the only kid in a family, emphasize independence in recent years. Therefore, enterprises and brands should also pay more attention to cultivate customer royalty, which is significant for long term development. (Translated by wilson)