青島希尼爾翻譯公司（www.shreekrishnajewellers.com）整理發(fā)布2016-07-28

希尼爾翻譯公司（www.shreekrishnajewellers.com）2016年7月28日了解到：High-end lingerie sales are outpacing China’s generally downbeat luxury market, and heating up competition between international brands and local rivals looking to go upmarket.

高端內(nèi)衣銷售市場(chǎng)正在趕超日益蕭條的中國奢侈品市場(chǎng)，同時(shí)加劇了國際品牌和本土品牌的高端市場(chǎng)競(jìng)爭。

US brand Victoria’s Secret will open its first store, and companies including Italy’s ultra-luxury La Perla and Germany’s Triumph are adding stores and moving beyond China’s mega-cities to tap a lingerie market that has more than doubled in five years to $18 billion, according to Mintel Group.

美國品牌維多利亞的秘密將在中國開第一家店。許國公司轉(zhuǎn)到中國大城市占領(lǐng)內(nèi)衣市場(chǎng)，并在增開店鋪，如意大利的頂級(jí)內(nèi)衣拉佩拉，德國的黛安芬。根據(jù)英敏特市場(chǎng)研究咨詢公司報(bào)告，中國內(nèi)衣市場(chǎng)在5年內(nèi)翻了一番以上，銷售額達(dá)到了180億美元。

Chinese consumer tastes are maturing, women are more confident about buying for themselves and leaders drive against conspicuous consumption is likely diverting spending from flashy branded bags and accessories to sports and leisure wear and the more discreet lingerie.

中國顧客的品味正在走向成熟，女人們對(duì)自己投資更加自信。領(lǐng)導(dǎo)反對(duì)鋪張浪費(fèi)也使得消費(fèi)從耀眼的品牌包包和配飾轉(zhuǎn)向運(yùn)動(dòng)和休閑裝以及更加隱秘的內(nèi)衣。

"Luxury is not about buying to show off, it’s about buying items that make you feel good," says Chiara Scaglia, La Perla’s Asia chief.

拉佩拉亞洲首席基婭拉斯嘉利亞說：“奢華不是用來顯擺的，而是購買之后你的感受美好。”

China’s women’s underwear market is expected to have a retail value of $25 billion by next year - double that of the United States - and will grow to $33 billion by 2020, according to Euromonitor.

根據(jù)消費(fèi)市場(chǎng)研究機(jī)構(gòu)歐洲透視報(bào)道，中國的女性內(nèi)衣市場(chǎng)下一年零售額有望達(dá)到250億美元，這將是美國的兩倍，并還將在2020年前增長到330億美元。

Chinese firms such as Beijing Aimer, Maniform and Ordifen are also chasing that money, targeting higher-end customers and raising their quality.

中國公司也在力爭利益，定位高端顧客，提升自身質(zhì)量，如北京愛慕，曼妮芬和歐迪芬。

"That means foreign brands will have to out-compete local brands not just on quality, but also innovation," said Matthew Crabbe, director at Mintel.

英敏特的董事馬修克雷布說：“這就意味著國外品牌與本土品牌的競(jìng)爭不僅包括質(zhì)量還有創(chuàng)新?！?span id="fznv7bvjx7t" class="style52">

For now, the market is highly fragmented, with none of the leading firms having more than around a 3 percent share. International brands see China as a priority to help bolster overall sales given a fairly bleak global outlook.

現(xiàn)在，內(nèi)衣市場(chǎng)還很分散，沒有一個(gè)引領(lǐng)公司的份額超過3%?？v觀相當(dāng)慘淡的全球市場(chǎng)，國際品牌將中國視為提高整體銷售的首選。

La Perla, which sells bras priced around 2,000 yuan ($300), has eight stores in China and plans additional outlets in Chengdu and Chongqing within the year. It also aims to open a men’s store in Beijing.

拉佩拉內(nèi)衣售價(jià)約2000元人民幣（300美元），已經(jīng)在中國開了8家店鋪并計(jì)劃在成都和重慶增開折扣店，它還計(jì)劃在北京開一家男士內(nèi)衣店。

Triumph, which already has 1,000 China stores, plans to open in five new cities this year and up to 11 cities next year.

黛安芬在中國已經(jīng)有1000多家店鋪，還計(jì)劃今年將店鋪開到5個(gè)新城市，明年增開到11個(gè)新城市。

來源:China Daily