China Lingerie Industry Have been Putting Forward by E-Commence

Report from "The Straits Times" Singapore, the high-speed development in china E-commence pave a new distribution channel for lingerie brand, there is a prosperous situation in china lingerie market, turnover reached 100 Billion at least per year, and continue boosting by 20% per year.

From the article, in early stage in china, most of lingerie was white pure cotton, and sale on a low profile and displayed in counter together with some food like biscuit . But now there is totally different on color, style, fabric , even though store decoration, they would like to get more close with international brand.

In on-line store, ranges of products were showcased by young models, retailers introduces lingerie's design and function by image and words.

China has become to a main sale channel but not just as a lingerie processing base, and person got used to buy lingerie via E-commence for convenience.

"the first high tide was that when people got rich gradually they want to buy some clothes which can reflecting her taste and expressing herself, LA MIU, the leading brand among on-line brands, it's CEO Donglu said " now consumers consume habit is changing from out into inner, they hope to caring for herself by buying better lingerie.

In the past few years, online lingerie stores like LA MIU, Muses and Moonbasa spring up continuously and occupied this growing market. Expecially LA MIU, the brand which was established by two chinese and one Japanese in 2008, has become a favorite for foreign investors and named as 'Victoria Secrete of China Version'.

Traditional retailers like one of the china biggest lingerie brand Amir is trying online marketing, and begin to providing more resource for on-line sales.

On-line marketing just a small fraction of lingerie market, but many people have predicted that E-commence will be the leading end along with prosperous economy. "in USA, on-line turnover take up 9% share in total market, but in china ,there is only 6%", Donglu said ,actually, there is a plenty of space in developing, on-line turnover has been reached 20% in South Korea which has sophisticated internet techonology.E-commence also become the main key to gain loyalty index from next generation, because most of them are getting used to buying cloth by clicking mouse.

The age of on-line female buyer is smaller than Real Store's , revealed by professional insider.

Revealed by article, age of most on-line buyers are 20-30 years old, they are much more care about cost-effective, so they have high requirement on shopping, they prefer to buy a high quality lingerie with a low price, and they are more focus on fashion index compare with other consumers.

Generally, compare with Japanese female, chinese female are more like the lingerie which with amazing design and more fresh color, stated by Donglu, who has been worked in this area for 10 years.

He said, LA MIU's hot product is a pink printing style bra with pinky spot dog, animal print is very popular in china, insider believe in that there is a big growth trend in chinese lingerie market. Chinese life standard step into a high level compare with before, more and more clothes were adding in wardrobe, but lingerie market is still immature, Donglu said

Translated by Joanna