10年前,中国内衣市场主要是国内品牌,主要以针棉织品为主,从产品质量来看造型简单、做工相对粗糙。近年来,国外品牌开始进入内地市场,并逐渐以新颖造型、高档面料、精细做工赢得了广大消费者的青睐,开始占领市场。目前,中国内地内衣市场主要以合资、进口、国产为主,其中合资产品占有中高档市场相当份额,成为各商场销售中坚主打商品,例如华歌尔、奥黛丽、欧迪芬、宜而爽、舒雅等。而国产品牌则多以中低档为主。以女士内衣为例,进口内衣通常在高商场中销 10 years ago, China’s underwear market was mainly domestic brands, mainly based on needle-cotton fabrics. In terms of product quality, it was simple in shape and relatively rough in workmanship. In recent years, foreign brands have begun to enter the mainland market, and gradually won the favor of the vast number of consumers with novel shapes, high-grade fabrics, and fine workmanship, and began to occupy the market. At present, the underwear market in Mainland China is mainly based on joint ventures, imports, and domestic production. Among these products, joint venture products occupy a considerable share of the mid-to-high end market and become the backbone of sales of various shopping malls. For example, Wacoal, Audrey, Odifin, Yishuang, and Shu Ya and so on. The domestic brands are mainly in the middle and low. Take lingerie as an example. Imported underwear is usually sold in high stores.