La Perla Underwear Sales In China, The Bigger The Scale, The Better.

It is reported that with the increasing anti-corruption efforts of the Chinese government, some high-end groups who were keen on luxury consumption began to avoid those high-profile luxury brands, while some of the international brands of branded bra products, swimsuits and other underwear series gained an adverse trend this year, becoming a dark horse in the luxury market.

In addition, Agent Provocateur, a high-end underwear brand, revealed that Chinese consumers like to buy large yardsticks.

Chinese consumers are really open and deep.

Sales of high-end underwear brands surging and better selling at large scale

La Perla, which is known as Rolls-Royce in underwear, was born in 1954 and entered China in 2007. It has opened many commercial outlets in Beijing and Shanghai.

The brand's silk men's pants cost more than 1000 yuan, while the price of the gown is even more than ten thousand yuan.

Even if the price is high, it does not affect their performance.

La Perla general manager Chiara "in Asia, our customers are very fond of our underwear products."

This category accounts for about 30% of sales in Asia.

"We have also brought some new products to the Chinese market."

London's high-end underwear with a stunning slogan, "less M&S, more S&M".

Agent Provocateur entered the Chinese market in 2013. Up to now, there are nearly 10 stores in mainland China and Hongkong. In October this year, a new store opened in Hongkong.

Opening stores in such an economically weak market in Hongkong is also enough to prove the market prospect of this underwear brand.

By the year March, Agent Provocateur's global sales were about $107 million.

By the end of March next year, it is estimated that global sales will reach 1.22 billion US dollars.

Its sales in Asia and Australia account for 10-12% of total sales.

In addition, Agent Provocateur also plans to add 20 new stores in the two regions in the next 2 to 3 years.

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In addition, Agent Provocateur CEO Garry Hogarth also revealed that sales in Beijing, Xidan, which opened in January this year, are now up 30%.

"We didn't expect much.

But now we are surprised to see how good the market is. "

Gary Hogarth, chief executive of Agent Provocateur (Garry Hogarth), "there are many large lingerie bought by Chinese people.

They seem to be very open, like funny underwear, maybe they want to buy before, but no brand can meet these needs. "

China's underwear market is huge.

According to Bain & amp; Bain, 2014, China's luxury goods in 2014.

"(2014 China Luxury Market Study) report shows that sales of luxury goods in mainland China have declined for the first time, but sales of high-end underwear in China have been increasing since 2012, according to Frost & Sullivan.

The Chinese underwear market reached $20 billion in 2014 and is expected to grow by 18% in 2015.

"China's advanced underwear market is growing strongly.

It is mainly because Chinese people's per capita income is increasing, which makes more consumers want to buy products of high quality and higher price.

Matthew Crabbe, an Asia Pacific researcher at Mintel consulting, a consultancy, said.