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Experts in the Chinese bra and underwear market discuss how domestic brands are dominating the industry. They explore the reasons behind the success of these companies, including targeting a new generation of Chinese women, e-commerce platforms, and a shift towards comfortable and sustainable underwear. The podcast also highlights the expansion of Chinese companies into overseas markets and their strategies for success.
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Quick takeaways
- Chinese home-grown underwear brands target millennials and Gen Z by prioritizing comfort and functionality, and adopting effective marketing strategies like influencer collaborations.
- Chinese underwear brands are expanding into international markets by adapting their marketing and sales strategies, considering variations in sizes, altering product offerings, and appealing to aspirational values.
Deep dives
The Rising Chinese Underwear Market
The Chinese underwear market has experienced significant growth, with domestic brands capturing market share and fulfilling the changing demands of a new generation of Chinese women. In 2021, the domestic market for women's undergarments reached 176 billion yuan, with an expected market scale of 495 billion yuan by 2030. However, compared to Europe and the US, Chinese women purchase underwear less frequently, with an average of 4 times per year compared to 12 times in Europe and the US. Chinese women also spend less on underwear, with an annual average of $40 compared to $100 in developed countries.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode