Basques, brassieres, corselets, panties, G-strings, all these elegant and sexy undergarments have been filling the Chinese lingerie market. Why this unexpected boom in the luxury lingerie market in China? High-end lingerie sales increased 30% last year. It is not surprising that international and local players are paying attention of this big opportunity to enter into this lucrative market.
Chinese customers are becoming more confident
Chinese Consumer Start to Like High End Lingerie BrandChinese consumer tastes are changing, they are more sophisticated, confident and the most important they know exactly what they want. They want high-end products such as shoes, accessories, elegant lingerie.For Chinese consumers who are in average a woman, luxury is not just about buying to show off, it’s more about buying products that make them feel good.Chinese women started to understand the importance of becoming more sexy and glamorous through the lingerie and were willing to treat themselves better by purchasing premium lingerie with high standing, better comfort, and beautiful design.China’s lingerie market is expected to reach nearly $25 billion by next year, more than the United States, and will grow to $33 billion by 2020.Actually, this market is very fragmented, and none of the leading firms having more than around a 3% share. International brands consider China as a priority to support overall sales.
The leading firms in the Chinese lingerie marketNow for lure Chinese consumers, foreign brands have to surpass local brands not just on quality, but also innovation. It’s important to use the new digital marketing tools adapt to Chinese consumer for attracting them.For instance, this year, the U.S. brand Victoria’s Secret will open its first store, 20,000 square foot (1,860 square meters) flagship store in Shanghai and companies such as Italy’s ultra-luxury La Perla, which sells bras priced around 2,000 yuan ($300), has eight stores in China and plans additional outlets in Chengdu and Chongqing. It also aims to open a men’s store in Beijing and Germany’s Triumph, which already has 1,000 China stores, plans to open in five new cities this year and up to 11 cities next year.The brands have to adapt themselves to the Chinese market because the habits change from one country to another, and China is the proof. Chinese consumers don’t have the same habits and tastes than a western consumer.
High End Lingerie Marketing Strategy in ChinaIf you want to launch your lingerie Brand in China you have to pay attention to the design and colors because Chinese consumers have more expectations. People are superstitious in China, especially about the colors. A color means a lot for Chinese people, for examples they don’t like buying too many white products because it is the death color. Yellow is a considered as a pornographic color in China, and they used to buy pink or red lingerie.An important point that foreign brand has to keep in mind is Chinese women have a smaller slinkier built compared to European women.
How to market luxury lingerie in China?The Chinese lingerie market is very competitive and fragmented. So the foreign brand can adopt a right digital marketing tool to lure Chinese consumers. In this article, we select some digital marketing strategy able to help you:
E-Commerce in China : Your Entry GateGenerally, Chinese consumers are quite shy when they have to buy some lingerie, so the online platforms help them to buy with more privacy. Nearly 73,5% of online buyers are between 20 and 39 years old.E-commerce sites like Tmall and JD have a massive user database, large distribution channels, and trusted payment services. All these benefits make it easier for local and international brands to reach more and more Chinese consumer but the major problem of e-commerce sites in China is a loss of brand value.However, Retail stores provide to new brands a high level of customer service and help to educate new shoppers and keep them engaged. The major difficulty is to fix the right locations in order to get more visibility and reach potential customers. Opening a big store in Beijing or Shanghai means your brand will only be present in one location. If you are a new brand and unknown in China, you have to quickly build a strong online reputation because Chinese customer doesn’t buy brands, but they buy trust.
Wechat Informative Push/Message is an assetYour promotional message could help you to define your distribution channels and pricing strategy. There are some strong strategies available to luxury lingerie retailers. These strategies include:
- Sexy/Romantic (affordable or expensive)
- Pure and Innocent (affordable or expensive)
- Great Comfort (affordable)
Communication ChannelsChina is the largest world connected country, so when Chinese customers want to get some information about a brand, they just used social media platforms or kols.Using the correct promotional channels will help to reach your right audience. For an efficient digital marketing in China, you have to use some Chinese media platforms, it’s unavoidable. Some of the key Channels include Weibo, WeChat, Niche Sites, and KOLs using multiple channels….With nearly 800 million active users, Wechat is the most popular social media in China, and brands have the opportunity to open a Wechat account for more stay more connected to their customers.Weibo, with 550 million active users, it’s also an important promotional channel in China.
Influencers: they may help to spend your Brand PhilosohyDon’t forget, the KOLs. It’s the new marketing trend. They have millions of followers and they can really influence the Chinese customer’s decisions.The average Chinese luxury lingerie consumer spend $400-500 per year on luxury lingerie, which means pricing strategies is very important if you want to reach more Chinese customers. Being aware of consumer’s disposable income will help with your pricing strategy.Now, the Chinese customers are ready to spend more money to get luxury lingerie with a fashionable design and quality. But, because of the complexity of this new market, the consumers are looking for a direction. So it is the perfect time for lingerie brands to enter the Chinese lingerie market. With the right marketing strategy, maybe you can be the next big brand in China.
We are a Marketing Agency in ChinaWe help Fashion Brands to develop their business in China, we provide:
- Distribution consulting
- Business Development
- Social Media Marketing
- E-Commerce (Tmall, Taobao, JD, wechat)