中外品牌逐鹿高端女性内衣市场 消费者品位日渐成熟

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，高端女式内衣的销售状况正领跑中国普遍低迷的奢侈品市场，这加剧了国际品牌与想走高端路线的本土品牌间的竞争。

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.

美国品牌"维多利亚的秘密"将在华开设第一家门店，意大利顶级奢侈内衣品牌La Perla和德国黛安芬等企业正在华增加门店数量，并正向中国大城市以外的地区进军。鉴于全球前景黯淡，国际品牌将中国视为提振整体销售的重点。

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.

中国顾客的品味正在走向成熟，女人们对自己投资更加自信。领导人反对铺张浪费也使得消费从耀眼的品牌包包和配饰转向运动和休闲装以及更加隐秘的内衣。

"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.

拉佩拉亚洲主管基娅拉·斯嘉利亚说：“奢华不是用来显摆的，而是购买之后你的感受美好。”

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.

根据消费市场研究机构欧睿国际报道，中国的女性内衣市场下一年零售额有望达到250亿美元，这将是美国的两倍，并将在2020年前增长到330亿美元。

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

包括北京爱慕，曼妮芬和欧迪芬等在内的中国公司也在力争利益，定位高端顾客，提升自身质量。

"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.

全球市场研究公司英敏特的负责人克雷布说，"这意味着外国品牌不但要在质量上超过中国本土品牌，还要在创新上更胜一筹。"

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.

现在，内衣市场还很分散，没有一个引领公司的份额超过3%。纵观相当惨淡的全球市场，国际品牌将中国视为提高整体销售的首选。

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.

拉佩拉内衣售价约2000元人民币（300美元），已经在中国开了8家店铺并计划在成都和重庆增开折扣店，它还计划在北京开一家男士内衣店。