Male underwear: A High Potential Market in China

Recently, a comprehensive marketing survey about China intimate garment was conducted by an international investigation institution A & C, in which several millions interviewees (70% participants are male) between 18 to 50 come from more than 30 cities in China mainland.

According to the report, the overall profit of underwear industry in China 2004 has exceeded 40 billion RMB and increases at an incredible pace about 22% per year. Since 2011, the whole revenue generating by intimate apparel has reached 100 billion RMB.

However, there is a tight and tough bottleneck behind this booming market. The condition is that 80% incomes in lingerie industry originate from female customers, while the population of male almost reaches 6 hundreds millions in China.

What is the key to open this vase and immense market? Ending up with big failures, many famous lingerie brands have been attempting to enter into the male under wear industry because of improper marketing and production positioning. There are two basic factors we should pay attention to. First comes first, the figure of the Chinese people is diffident from the west. The production must be apt to the esthetic concept and the shape to Chinese men. Furthermore, the traditional life style leads to a kind of attitude in the Chinese people- never spend too much on underwear, especially for male.

In order to establish your name in Chinese market, you should first notice the above two elements . You can properly succeed by some outstanding and appropriate marketing strategies. (Translated by Wilson)