E-Commerce Opens Up New Sales Channels For Underwear Brands

China

As the leader of e-commerce in underwear brand, LA MIU's underwear has attracted wide attention from foreign investors.

The article pointed out that in the early days, underwear (mostly pure cotton white underwear) was placed on the counter with food such as biscuits in China.

And now it is different, whether the product's color, style, fabric or brand shop decoration, and international brand.

In online virtual shops, all kinds of products are displayed through young and beautiful models, and retailers introduce the design and function of underwear through pictures and texts.

China is not only the production base of underwear brand, but an important sales channel, and now people are used to making convenient purchases through e-commerce channels.

"The first climax is that when people begin to become rich, they begin to buy some clothes that show their taste, to express themselves", and underwear based on network sales.

Over the past few years, online lingerie stores such as LA MIU, Muses, and dream bazaar sprang up and quickly occupied the growing market.

In particular, LA MIU LAN Mei, a brand co founded by two Chinese and a Japanese in 2008, has become the darling of foreign investors and is known as the secret of the Chinese version of Vitoria.

Traditional underwear retailers, such as the love of one of China's largest underwear sales brands, have begun to try online marketing and have begun to provide more resources for online sales.

Online marketing is a small part of the whole underwear market, but many people predict that with the prosperity of the economy, e-commerce will be at the front end.

"In the US, online sales account for 9% of total market sales and 6% in China," Dong Lu said.

"In fact, there is still much room for growth. In South Korea, where network technology is already very mature, Internet sales account for 20% of total sales."

E-commerce is also the key to win the loyalty of the next generation of consumers, because most of them are accustomed to knocking on the mouse to buy clothes.

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Like the 25 year old Micky Wang, advertising practitioners chose to buy underwear online because they did not have time to go shopping.

"Usually I have to work overtime, and people in the mall are on weekends." Miss Wang said she had just bought a bikini swimsuit worth 180 yuan from the Internet.

"The style on the Internet is also more than that in a physical store," she added.

Women who buy underwear online (generally low in men) tend to be younger than women who go to physical stores, insiders say.

The article points out that most Internet consumers are 20 to 30 years old. They are very concerned about whether the money is out or not, so they are very demanding. They hope the underwear is both high quality and cheap, and they are more concerned about the fashion of clothes than ordinary people.

Generally speaking, compared with Japanese women, Chinese women tend to have more design and brighter colors. Dong Lu, who has 10 years of work experience in Japan, points out that

He said that the best selling style of LA MIU is a pink spotted dog print bra, which is very popular in China.

People in the industry believe that China's underwear market has always been on the rise.

"The living standards of Chinese people are getting better and better, but there are more and more clothes in wardrobes, but the market of underwear is not yet fully developed," Dong Lu pointed out.