China£ºThermal Underwear Market Shows a Alittle "cold" This Year

Along with the rising of raw material price and labor cost, thermal underwear price was going up forward generally, so result in a small sales volumn in thermal market this year. In Shenyang district, part of shopping malls have withdraw thermal underwear shoppe out of mall, thermal sales volumn went down in many districts compared with preceding years. In addition, thermal buyers is inclining to "aging" situation.

Sales volumn dropt

Reporter visited several superstores and garment wholesale market in Beijing and stated that due to the not so lower temperature, so sales volumn of thermal underwear still in a stable situation and have no shopping tide, sales dropt compare with the same stage of preceding years. "from the temporary turnover, thermal underwear wouldn't be better than before in this year. Because there were much thermal buyers had come here brought products at this time of recent year, but this year there is a contrasting situation, we just sold two sets today "said salesman which is working Zhongyou superstore in Beijing. Owing to the rising of price, there are fewer buyers this year. "this time of last year, there were many clients here to buy wholesale and retail thermal, but there were not much here this year, we even can't sold one set today" she said

Shoppe withdraw from malls

Sales turnover of thermal dropped down in Beijing market, there is a same situations in Shenyang city, many shoppe withdraw from malls directl.

Reporter learned about that there is no shoppe in superstore any more in Taiyuan Street in Shenyang city ,there is only some joint companies set shoppe here. According to the principal of store, thermal underwear turnover is not so good.

later, reporter contacted several superstores which's market position is aiming at younger, the answers are almost the same: they have gave up the sales of thermal. " now buyers of thermal is decreasing apparently, market demand have reduced, many thermal underwear distributors all want to withdraw shoppe from superstores" said principal from one shopping mall in Shenyang city.

Purchasing group "aging"

Reporter learned about from several superstore and wholesale market in Beijing, nowadays, thermal consumer group is trending to "aging", there is fewer young consumers and more adults consumers ,their age is between 40-50. " thermal as a hot icon on fashion stage, we can seen many stars as representatives of ads on TV, at that time, consumer group age structure revealed more balance. But in the wake of changing of fashion trend, more and more younger didn't like to wear intimate any more and leave far away from thermal market gradually" said Miss Wang who has been engage in lingerie market for long time. " fewer younger buy thermal underwear as more adults love to . just like today, the age of 3 clients who come into my shop brought thermal is about 40, it's hard to see younger who age is about 20" said Miss Zhao come from wholesale market told reporter. "and there is still some younger brought thermal, not for themselves but for their friends or family. The reason is that ,on one hand, thermal style is not fashion enough on the other hand, wearing thermal would be too fat for them" revealed by salesman from Juntai superstore in Beijing.

Translated by Joanna