2022
0
China Women’s Underwear Retailing Market Report 2022
2023-01-13T03:03:53+00:00
OX1101431
3695
159382
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Report
en_GB
“Women’s spending has become focused on the ‘self’. Comfort becomes the top priority when they purchase underwear. On top of this, underwear brands need to be aware of the diverse…

China Women’s Underwear Retailing Market Report 2022

£ 3,695 (Excl.Tax)

Description

“Women’s spending has become focused on the ‘self’. Comfort becomes the top priority when they purchase underwear. On top of this, underwear brands need to be aware of the diverse and individualised demands as women increasingly accept natural beauty and their true selves. It is important that underwear brands provide unique experiences beyond products to bond and connect with women. Innovative campaigns to support women’s pursuit of beauty, communities of women sharing common interests and exclusive activities are good approaches to try.”

– Helen Ren, Research Analyst

Key issues covered in this Report:

  • Women’s underwear consumption, including prices and purchasing channels
  • Factors affecting women’s underwear purchase
  • Women’s pain points and expectations for underwear
  • Women consumers’ perceptions of different types of underwear brands

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • Consumers are conservative about their future financial status
                • Women’s education level and social status have improved
                  • Women’s spending becomes focusing on the “self”
                    • Companies and brands
                      • Traditional brands strengthen online channels while emerging brands go offline
                        • Different product strategies to cover diversified demands
                          • Add fun to the shopping experience
                            • Crossover collaboration to trigger interest
                              • Support women to respect and appreciate themselves
                                • Special product for young girls
                                  • Sports underwear is trending up
                                    • Promoting sustainable underwear
                                      • The consumer
                                        • Bras priced between RMB100-300 are the most common choices
                                          • Figure 1: Prices of bras consumers bought in the past 12 months, 2022
                                        • Women are less demanding of briefs compared to bras
                                          • Figure 2: Prices of briefs consumers bought in the past 12 months, 2022
                                        • More pantsuits could be promoted to enrich premium choices
                                          • Figure 3: Prices of pantsuits consumers bought in the past 12 months, 2022
                                        • Online is the primary channel, while offline stores should not be neglected
                                          • Figure 4: Purchasing channels of underwear, 2022
                                        • Product highly over price and brand
                                          • Figure 5: Consideration factors when purchasing underwear, 2022
                                        • Issues about underwear still concentrate on product
                                          • Figure 6: Issues about underwear, 2022
                                        • Traditional domestic brands excel at quality while lacking effective branding
                                          • Figure 7: Female consumers’ impression of traditional domestic brands, 2022
                                        • New domestic brands need a more integrated marketing approach
                                          • Figure 8: Female consumers’ impressions of new domestic brands, 2022
                                        • Multinational brands have high brand awareness
                                          • Figure 9: Female consumers’ impression of multinational underwear brands, 2022
                                        • Lifestyle brands stand out with quality underwear products and convenient purchasing channels
                                          • Figure 10: Female consumers’ impression of lifestyle brands, 2022
                                        • Higher expectations for comfort and diverse underwear
                                          • Figure 11: Female consumers’ expectations for future underwear brands, 2022
                                        • What we think
                                        • Issues and Insights

                                          • Comfort becomes consensus, while diversified demands still exist
                                            • Engage consumers with community activities and enhanced shopping experience
                                              • Figure 12: Sports community formed by Neiwai Active and the offline yoga activity, 2022
                                              • Figure 13: Neiwai provided scanning services in offline stores, 2018
                                            • Lingerie brands should take on the mission of helping women pursue beauty
                                            • Market Factors

                                              • Consumers are conservative about their future financial status
                                                • Women’s education level and social status have improved
                                                  • Figure 14: Number of female students enrolled in postgraduate study nationwide, 2010-2020
                                                • Women’s spending becomes focusing on the “self”
                                                • Key Players Performance

                                                  • Traditional brands strengthen online channels
                                                    • Emerging brands go offline
                                                      • Different product strategies to cover diversified demands
                                                      • Marketing Activities

                                                        • Add fun to the shopping experience
                                                          • Figure 15: Neiwai’s underwear mystery box, 2022
                                                          • Figure 16: “Getting Lucky” Gift Box launched by Bananain, 2021
                                                        • Crossover collaboration to trigger interest
                                                          • Figure 17: Bananain’s “I don’t have a cold” campaign in collaboration with 999, 2022
                                                          • Figure 18: Neiwai’s campaign and limited edition product with L’Oréal, 2022
                                                        • Support women to respect and appreciate themselves
                                                          • Figure 19: Aimer set up an online program for women to share opinions about various topics, 2022
                                                          • Figure 20: “No body is nobody” campaign by Neiwai, 2020-2022
                                                      • New Products Trends

                                                        • Special products for young girls
                                                          • Figure 21: ubras launched sub-brand likeuu for young girls, 2021
                                                          • Figure 22: Maniform launched underwear series for girls aged 9-22, 2022
                                                        • Sports underwear is trending up
                                                          • Figure 23: New product series VMX by Neiwai Active, 2022
                                                          • Figure 24: Aimer’s sports underwear brand ROAD, 2021
                                                        • Promoting sustainable underwear
                                                          • Figure 25: Carbon zero underpants launched by Bananain, 2022
                                                          • Figure 26: Additive-free underwear launched by HUXI, 2022
                                                          • Figure 27: ubras’s plan to care for the healthy growth of young girls in underdeveloped areas, 2022
                                                      • Underwear Consumption

                                                        • Bras priced between RMB100-300 are the most common choices
                                                          • Figure 28: Prices of bras consumers bought in the past 12 months, 2022
                                                        • Married women tend to buy more expensive bras
                                                          • Figure 29: Prices of bras consumers bought in the past 12 months, by marital status, 2022
                                                        • Women with higher education levels are willing to spend more on bras
                                                          • Figure 30: Prices of bras consumers bought in the past 12 months, by education level, 2022
                                                        • Women are less demanding of briefs compared to bras
                                                          • Figure 31: Prices of briefs consumers bought in the past 12 months, 2022
                                                        • More pantsuits could be promoted to enrich premium choices
                                                          • Figure 32: Prices of pantsuits consumers bought in the past 12 months, 2022
                                                      • Purchasing Channels

                                                        • Online is the primary channel while offline stores should not be neglected
                                                          • Figure 33: Purchasing channels of underwear, 2022
                                                          • Figure 34: TURF Analysis on purchasing channels of underwear, 2022
                                                        • Women with higher household income are more diverse in channel selection
                                                          • Figure 35: Purchasing channels of underwear, by monthly household income, 2022
                                                        • Well-educated women prefer brands’ private traffic channels
                                                          • Figure 36: Purchasing channels of underwear, by education level, 2022
                                                        • High-priced bras (over RMB300) could focus on direct-to-consumer channels
                                                          • Figure 37: Purchasing channels of bras, consumers having purchased bras priced above RMB300 vs total, 2022
                                                      • Factors Affecting Underwear Purchasing

                                                        • Product highly over price and brand
                                                          • Figure 38: Consideration factors when purchasing underwear, 2022
                                                        • Eco-friendly underwear could be one way to differentiate
                                                          • Women with higher incomes pay more attention to brand
                                                            • Figure 39: Consideration factors when purchasing underwear, by monthly personal income, 2022
                                                        • Pain Points about Underwear

                                                          • Issues about underwear still concentrate on product
                                                            • Figure 40: Issues about underwear, 2022
                                                          • Young women care more about choosing the right size and professionalism of the offline salesperson
                                                            • Figure 41: Issues about underwear, by generation, 2022
                                                        • Perception of Underwear Brands

                                                          • Traditional domestic brands excel at quality while lacking effective branding
                                                            • Figure 42: Female consumers’ impression of traditional domestic brands, 2022
                                                          • Traditional domestic brands need up-to-date marketing to reach young females
                                                            • Figure 43: Female consumers’ impression of traditional domestic brands, by age, 2022
                                                          • New domestic brands need a more integrated marketing approach
                                                            • Figure 44: Female consumers’ impressions of new domestic brands, 2022
                                                          • New brands are more recognised among women with higher income
                                                            • Figure 45: Female consumers’ impression of new domestic brands, by monthly personal income, 2022
                                                          • Global fashion shows enable multinational brands to achieve outstanding perceptions in the domestic market
                                                            • Figure 46: Female consumers’ impressions of multinational brands, 2022
                                                          • Lifestyle brands stand out with quality underwear products and convenient purchasing channels
                                                            • Figure 47: Female consumers’ impression of lifestyle brands, 2022
                                                        • Expectations for Underwear

                                                          • Higher expectations for comfort and diverse underwear
                                                            • Figure 48: Female consumers’ expectations for future underwear brands, 2022
                                                          • Uncover opportunities for underwear for senior women
                                                            • Figure 49: Female consumers’ expectations towards future underwear brands, by age, 2022
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Abbreviations

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