中外品牌逐鹿高端女性內衣市場 消費者品位日漸成熟

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.

如今，高端女式內衣的銷售狀況正領跑中國普遍低迷的奢侈品市場，這加劇了國際品牌與想走高端路線的本土品牌間的競爭。

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. International brands see China as a priority to help bolster overall sales given a fairly bleak global outlook.

美國品牌"維多利亞的祕密"將在華開設第一家門店，意大利頂級奢侈內衣品牌La Perla和德國黛安芬等企業正在華增加門店數量，並正向中國大城市以外的地區進軍。鑑於全球前景黯淡，國際品牌將中國視爲提振整體銷售的重點。

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，女人們對自己投資更加自信。領導人反對鋪張浪費也使得消費從耀眼的品牌包包和配飾轉向運動和休閒裝以及更加隱祕的內衣。

"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.

拉佩拉亞洲主管基婭拉·斯嘉利亞說：“奢華不是用來顯擺的，而是購買之後你的感受美好。”

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.

根據消費市場研究機構歐睿國際報道，中國的女性內衣市場下一年零售額有望達到250億美元，這將是美國的兩倍，並將在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.

包括北京愛慕，曼妮芬和歐迪芬等在內的中國公司也在力爭利益，定位高端顧客，提升自身質量。

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

全球市場研究公司英敏特的負責人克雷布說，"這意味着外國品牌不但要在質量上超過中國本土品牌，還要在創新上更勝一籌。"

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.

現在，內衣市場還很分散，沒有一個引領公司的份額超過3%。縱觀相當慘淡的全球市場，國際品牌將中國視爲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.

拉佩拉內衣售價約2000元人民幣（300美元），已經在中國開了8家店鋪並計劃在成都和重慶增開折扣店，它還計劃在北京開一家男士內衣店。