Interview: Warmth Intimate Wear Label Xiudai Marketing General Bo Wang

1. What are your opinions on the "war of concept" in current China warmth wear market?

Mr. Wang: In recent years, many strange words and phrases appear in the warmth wear market, such as Bamboo Fiber, Modert and Air Velvet. Many brands build their relationship with these new words, which can easily bewilder the consumers.

Many manufacturers are trying to enhance their competition by putting some new labels on their products, which is caused by the fierce competition on the current warmth intimate apparel market. Besides, the cost for raw material is soaring in recent years, net profit, while, barely has any change. Therefore, some brands advance this measure to improve their awkward and stiff situations.

2.How warmth intimate wear brands survive in the war of "new concept"? And what is the measure of Xiudai?

Mr. Wang: Warmth rate should be regard as the major reference for warmth wear product. Excessive strange phases not only confuse the customers, but also are harmful to the development of your own brands. In my view, I deem warmth intimate garment market should turn to "the war of brand", which is the only way to expand your market.

3.What do you think the local government can do to supervise the warmth intimate wear market?

Mr. Wang: It is not a common incident for the existence of 'new concept fabrics'. Our government is devoted to addressing this issue and regulating the market and the mass media also reports many false advertisements. But some brands are still unwilling to give it up because of high profit.

As a practitioner in China lingerie industry, I do hope the invention of a standard procedure and system to regulate the market, which can lead to a healthy and sound market condition and the real success of a brand in the long term run. (Translated by wilson)