（双语新闻）维密将在中国开第一家内衣店——中国内衣迎来高端时代

青岛希尼尔翻译公司（www.sinosenior.com.cn）整理发布2016-07-28

希尼尔翻译公司（www.sinosenior.com.cn）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.

高端内衣销售市场正在赶超日益萧条的中国奢侈品市场，同时加剧了国际品牌和本土品牌的高端市场竞争。

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 to tap a lingerie market that has more than doubled in five years to $18 billion, according to Mintel Group.

美国品牌维多利亚的秘密将在中国开第一家店。许国公司转到中国大城市占领内衣市场，并在增开店铺，如意大利的顶级内衣拉佩拉，德国的黛安芬。根据英敏特市场研究咨询公司报告，中国内衣市场在5年内翻了一番以上，销售额达到了180亿美元。

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.

拉佩拉亚洲首席基娅拉斯嘉利亚说：“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洲透视报道，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，并还将在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.

中国公司也在力争利益，定位高端顾客，提升自身质量，如北京爱慕，曼妮芬和欧迪芬。

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

英敏特的董事马修克雷布说：“这就意味着国外品牌与本土品牌的竞争不仅包括质量还有创新。”

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。

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

黛安芬在中国已经有1000多家店铺，还计划今年将店铺开到5个新城市，明年增开到11个新城市。

来源:China Daily