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中国内衣市场的发展经历了几次井喷时代,比如保暖内衣、塑身内衣的拼杀,但企业一直无法突破成长天花板,很长时间来处于一种模仿阶段。虽然短期内,商家可以谋到利润,但却把内衣市场带入到一个同质化十分严重的圈子,企业也被带入缺乏创新的迷局。在黛安芬、华歌尔、娜圣莎等几个国际品牌被中国女性消费者熟知以后,更多世界知名品牌先后通过代理或者直营的形式进驻中国,其工艺、款式、品牌和服务均要高出本土企业一筹,短短三五年时间,国内内衣市场份额已经被高端国际品牌攫取了70%以上。世界知名品牌内衣在中国的竞争,已经由工艺、款式、品牌认知度等方面的竞争,
China’s underwear market experienced several blowout times, such as thermal underwear, body sculpting underwear, but companies have been unable to break through the growth ceiling, for a long time in an imitation stage. Although in the short term, businesses can make profits, but the underwear market into a very homogeneity of the circle, the enterprise has also been brought into the lack of innovation puzzle. After several international brands such as Triumph, Wacoal and Na Sheng Sha were well-known to Chinese female consumers, more world famous brands entered the country in the form of agents or direct sales, with higher craft, style, brand and service Out of local enterprises, in just three to five years, the domestic market share of underwear has been seized by high-end international brands more than 70%. The world famous brand underwear in China’s competition, has been the process, style, brand awareness and other aspects of competition,