The swimsuit market in China by Daxue consulting

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March. 2019
HONG KONG | BEIJING | SHANGHAI
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Diving into China’s
Swimsuit Market
By DAXUE CONSULTING
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© 2019 DAXUE CONSULTING
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ABOUT
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Daxue Consulting is a China focused strategic market research
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specific insights in one of the most challenging markets in the
world, China.
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Experton
CEO & FOUNDER
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E-commerce @ 80-Billion-USD revenue
retailer
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TESTIMONIALS

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MARKET RESEARCH
MARKET ENTRY
PARTNERSHIP SCREENING
REGULATORY FRAMEWORK
CONSUMER JOURNEY
PRODUCT TESTING
BUSINESS PLAN
COMPETITOR BENCHMARKING
DIGITAL STRATEGY
MARKET POTENTIAL
ASSESSMENT
MARKET SIZING
OMNI-CHANNEL STRATEGY
OUR SERVICES
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DESK RESEARCH
SMART CALLS
STORE CHECKS
FOCUS GROUPS
MYSTERY SHOPPING
CHINESE NAMING
IN-DEPTH INTERVIEWS
UX/UI TEST
ONLINE & OFFLINE SURVEYS
PARTNER/DISTRIBUTOR
SCREENING
SOCIAL LISTENING
SENSORY TESTING
OUR RESEARCH METHODOLOGIES
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BIG-DATA ANALYSIS
TRAINING SESSIONS
DUE-DILIGENCE
E-COMMERCE ANALYSIS
TRADE MISSIONS
BRANDING
ETHNOGRAPHY STUDY
A/B TESTING
WEBSITE OPTIMIZATION
SHOP-ALONG
EYE-TRACKING
UX/UI DESIGNING
OUR RESEARCH METHODOLOGIES
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A selection of tools leveraged by us
MODERN RESEARCH TOOLS TO STAY AHEAD
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OVERVIEW
I. KEY FINDINGS AND MARKET DRIVERS
II. DIGITAL OVERVIEW
III. CONSUMER ANALYSIS
IV. COMPETITION ANALYSIS
V. DISTRIBUTION & PROMOTION
VI. VIDEO AD CASE STUDIES
VII.MARKET TREND ANALYSIS
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Key findings of the swimsuit market in China
The swimsuit market is growing very fast
The sales of swimsuits are highly seasonal
Chinese women prefer high-quality one-piece swimsuits
Large brands are targeting the high-end market
Online and offline are both essential distribution channels for
swimsuits
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Market drivers for international brands in China
1.
2.
3.
4.
5.
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Increase in disposable income
Water sports are becoming more popular, as well as a growing number of private pools
There has been an increased acceptance by consumers of swimsuits as a casual garment
China's reforms have resulted in more open policies which stimulate international trade and
support of the swimwear market
Popularization and growth of women’s beauty contest/competitions
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Digital Overview
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China’s Internet Users in 2018
Mature market  Increasing users  Fast urbanization  Fragmented  Segments
VS. Internet Users
VS. Population59%
Population
1.39 Billion
Internet Users
820 Million
Mobile Terminal
788 Million
57%
96%
+3.8% of National users
+4.9% of Urban users
• 27% of internet users
are Rural
• +1% vs. 2017
China official data
vs. 2017
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Smartphone tends to be the dominant medium for online access
Percentage of the adult population that currently uses each kind of device (survey-based) 2018
22
Mobile phone
(any type)
Smartphone Laptop or desktop
computers
Tablet computer
97% 83% 53% 20%
Remark: Google Consumer Barometer polls a nationally representative total population (online & offline) aged 16+ in each country surveyed except in
China, Japan, Malaysia, and Vietnam where the sample base is aged 18+

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Web page views: Mobile access already dominant
Share of web page views in 2018
23
Laptop or desktop
computers
Mobile
phones
Tablet devices
37%
Vs 2017:
-12%
61%
Vs 2017:
+10%
2%
Vs 2017:
-19%
Remark: Google Consumer Barometer polls a nationally representative total population (online & offline) aged 16+
in each country surveyed except in China, Japan, Malaysia, and Vietnam where the sample base is aged 18+

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Local platforms dominate the market mostly due to the great firewall
24
46%
33%
31%
31%
20%
16%
10%
7%
5%
WECHAT
QZONE
YOUKU
SINA WEIBO
TECENT WEIBO
TUDOU
RENREN
LINKEDIN
SKYPE
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
Source: Wearesocial digital in 2018: Eastern Asia
Top active social platforms in 2018: WeChat continues to lead the race
Renren is still active, but its main revenue now is from selling second-hand
cars online, finance and internet service, not social part anymore.

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A booming market but under structural constraints
China E-commerce market development, including market sizing estimations
25
2.59
3.23
3.8
4.48
5.19
6.02
23.0%
25.9%
17.4%
17.8%
16.2%
16.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
0
1
2
3
4
5
6
7
2015 2016 2017 2018 2019 2020
E-commerce projected market size
(in trillion USD)
E-commerce projected market size YOY Growth
Growth drivers Key restraints
End of one child policy
Growing middle-class
High ICT adoption
Lower tier cities being developed
with market potential
Low speed of user growth
Dominant online giants
No clear government policy
Source: http://finance.eastmoney.com/news/1355,20180129826767794.html Source: http://www.ebrun.com/20170731/240428.shtml

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Online sales vs retail sales: Still low but growing fast
Online sales is still a small market compared to total retail market
26
0.30% 0.40% 0.60%
1.60%
2.40%
3.70%
5.80%
8.90%
2013 2014 2015 2016 2017 2018E 2019E 2020E
Online retail sales as % of total sales
Source: https://aseanup.com/insights-trends-e-commerce-China/ 2017 May

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Chinese online buyers
Amount of online shoppers is already significant with a steady growth expected
27
60%
64%
67.80%
71.30%
74.40%
76.60%
2015 2016 2017 2018E 2019E 2020E
Online shoppers as % of total shoppers
Source: http://www.chyxx.com/research/201702/498493.html
Remark: The indicator means about 67.80% of consumers in 2017 have bought goods online.

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M-commerce is dominant and popular among Chinese consumers
New emerging cross-border players contribute to the overall e-commerce growth in China
28
2,245.0
862.4
85.1
440.2
Mobile online shopping Cross border Fresh food e-
commerce
Rural e-commerce
Market size of different
categories of e-commerce (billion USD- 2017)
The rising of rural E-commerce was notable and mainly due to the
development of the local infrastructure, logistic coverage, support from
the government enabling the consumers to convert to online shopping.
Multi-factors led to the Chinese shoppers to shop via mobile devices:
 The ever-growing ownership of smartphones;
 The convenient and user friendly adaptation of mobile
platforms’ UX;
 Quick and easy payments via 3PL (Alipay, WeChat pay)
Newly emerged and popular cross-border e-commerce platforms
Source: http://www.100ec.cn/zt/upload_data/17wllsbg1.pdf

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B2C E-commerce is prevalent and growing steadily
29
45.3%
51.0%
56.0%
60.6% 62.0% 65.0% 67.0%
54.7%
49.0%
44.0%
39.4% 38.0% 35.0% 33.0%
0%
25%
50%
75%
100%
2014 2015 2016 2017 2018E 2019E 2020E
Market structure of E-shopping in China (% of market)
C2C
B2C
Source: https://www.statista.com/statistics/246041/forecast-of-b2c-e-
commerce-sales-in-china/,
http://finance.eastmoney.com/news/1355,20180129826767794.html
403.46
499.15
599.99
700.01
794.58
2016 2017 2018E 2019E 2020E
China B2C E-commerce market scale
(Billion USD)

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B2C local & cross-border e-commerce market players
30
57%
25%
4%
3%
7%
B2C local e-commerce platforms market share (2017)
Tmall.com
JD.com
Suning.com
VIP.com
Gome.come.cn
Yhd.com
Amazon.cn
Dandang.com
Jumei.com
Others
25%
17%
15%
9%
8%
5%
4%
2%
13%
B2C Cross-border e-commerce platforms market share (2017Q3)
Tmall Global
Koala International
JD Global
VIP International
Amazon Global
Xiaohongshu
Jumei Global
Suning Global
Fengqu
Darling
Others
0.5~
1.2%
1%
Source: iResearch China
http://www.cbndata.com/report/511/detail?isReading=report&page=1
Tmall and JD are dominant players

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Local players Alipay, WeChat pay Union pay dominate the market
 China is leading the world in online payment, partly thanks to a trusted digital payment infrastructure in place;
 Buying goods and services using smartphone apps that provide mobile-payment services is a must in China;
 Alipay and WeChat pay are leading the market and quickly changing the market into cashless society.
31
62%
10%
8%
8%
4%
4%
3%
1%
2017 E-commerce mix by payment methods
eWallet
Credit Card
Bank transfer
Cash on Delivery
Debit Card
Charge & Deferred Debit Card
Pre-paid
Prepay
Payment method suppliers
1. Bank organization
2. Popular third party payment
3. E-banks
Source: Worldpay, Global Payment Report China 2017 Nov
Arrows indicating the up-trending and down-
trending of the payment methods

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Concerns about delivery, quality and service of the sellers
Consumers in China have more complaints against online shopping than offline shopping
32
20%
17%
14%
13%
4%
0%
5%
10%
15%
20%
25%
Dispatch problems Fear of fraud Refundment Quality problems Bad service
What stops consumers from purchasing online
Source: http://www.100ec.cn/detail--6418193.html

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A rich e-commerce ecosystem with numerous
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Market segmentation and players

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TOP 10 e-commerce platforms ranking by monthly active users
Including all C2C and B2C players
34
297.40
74.73
40.80
33.73
15.67 12.68 12.44 12.39 9.26 8.43
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
Taobao JD VIP Tmall Xianyu Suning Pinduoduo Mogujie Xiaohongshu Juanpi
Top 10 popular E-commerce sites ranked by monthly active users
(2017)
Number of monthly active users (in million)
Source: http://36kr.com/p/5072044.html
Mogujie (蘑菇街) is a
shopping website of
fashion products for
women

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E-commerce landscape of women’s swimsuits
35
Most expensive SKU
Brand: Cortube
Price: 6,265 RMB
On Tmall, the price range of
women’s swimsuits is quite large
and popular products are usually
one-piece swimsuits with
relatively low price.

Thus, the price is an important
criteria for purchasing women’s
swimsuits online.
Source: Tmall.com
Top seller SKU
Brand: Li-Ning
Price: 128 RMB
Cheapest SKU
Brand: Aeerohma
Price: 59 RMB

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E-commerce landscape of men’s swimsuits
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The price range of men’s
swimsuits is also very big on
Tmall. Many men’s swimsuits in
China are very tight, versus how
they are baggy in the west.

The sales of men’s swimsuits are
driven by price because cheap
products are more popular among
online buyers.
Top seller SKU
Brand: Li-Ning
Price: 59-178 RMB
Most expensive SKU
Brand: Adidas
Price: 3,299 RMB
Cheapest SKU
Brand: YUKE
Price: 24 RMB
Source: Tmall.com

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CONSUMER ANALYSIS
37

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Underwear consumption and market size in China
18
25
33
2017 2019F 2020F
Market size of women’s underwear in China
(billion USD– 2017-2020)
Source: Forward-The Economist
 There has been consistent growth in women’s underwear market size in China, as the increasing demands for
high-end underwear;
 Women are the main consumers of China’s underwear market, 60% of the market has been occupied by
women’s underwear since 2017.
38

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Consumer analysis: diversified demands for underwear
 The main reason for increasing market segments is that demands from young consumers are starting to
diversify;
 Based on the information from China’s social media and e-commerce platforms, the following are consumers
main requirements.
Male consumers:
 Brands and sizes
 Comfort and permeability
 Prices
Female consumers:
 Comfort, permeability and skin protection
 Beautiful appearance
 Personalized design
39

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Baidu Index – Semantic
analysis (1/2)
On Baidu index, the most related
keywords to “women’s underwear”
are “women’s bras”, “bras”, “youth
underwear“, “lace underwear”,
“strapless underwear” and “Elle
underwear”

The data is further detailed in the
list of top related keywords that
come before or after this specific
keyword.

The top 3 keywords are “lady”,
“women’s underwear” and “youth
underwear”.
Women’s underwear
Women’s bras
Lace underwear
Strapless
underwear
Ultra-thin
underwear
Bras
Good brands of
women’s
underwear
Selling women’s underwear
Elle underwear
Nursing bras
Lady
Youth underwear
Women’s underwear
Students
Girls
Lady
Women’s underwear
Youth underwear
Girls
Youth
underwear
Students
40

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analysis (2/2)
On Baidu index, the most related
keywords to “men’s underpants” are
“brands”, “the most comfortable
underwear for men”, “top 10 men’s
underpants brands in China”, and
“good domestic brands of men’s
underpants”

The data is further detailed in the list
of top related keywords that come
before or after this specific keyword.

The top 3 keywords are “men’s
functional underpants” (underpants
can prevent urological diseases by
natural materials), “men’s underwear”
and “brands”.
Men’s underpants
Websites of men’s healthy
underpants
Good domestic brands of men’s
underpants
Top 10 men’s
underpants
brands in China
The most comfortable underwear
for men
Top 10 Men’s
underpants brands
Brands
Top 10 domestic men’s
underwear brands
Men’s functional underpants
Men’s underwear
Underwear
Brands
The most comfortable underwear
brands for men
Websites of men’s healthy
underpants
Top 10 Men’s underpants
brands
41

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Women’s underwear categories
According to the information from Taobao/Tmall, top- selling products’ prices are relatively low.
Thus the price is still a major criteria for purchasing women’s underwear online.
Categories
Price range (RMB) on Taobao/ Tmall Top seller price (RMB) on
Taobao/Tmall
Seamless bra (无痕内衣) 14 to 4,054 36
Ultra-thin underwear (超薄内衣) 13 to 2,896.8 45
Strapless underwear (无肩带内衣) 11 to 14,460.8 36
Corset (紧身胸衣) 16 to 3,575 109
Underwire (钢圈内衣) 8 to 2,699 44
Wireless bra (无钢圈内衣) 12 to 15,368.8 36
Warm underwear (保暖内衣) 23 to 6,483.2 49
Source: Tmall.com and Taobao.com
42

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Men’s underwear categories
According to the information from Taobao/Tmall, top- selling products’ prices are relatively low.
Thus the price is still a major criteria for Chinese consumers to purchase men’s underwear online.
Categories
Price range (RMB) on Taobao/ Tmall Top seller price (RMB) on
Taobao/Tmall
Boxer (平角裤) 9 to 2.587 32.8
Man’s briefs (三角裤) 25 to 2.108 38
Man’s vest (男士背心) 9.9 to 2.344 29.9
Man’s long underwear (男士长内裤) 17 to 1.955 39.9
Warm underwear (保暖内衣) 49.9 to 6.999 69
Source: Tmall.com and Taobao.com 43

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Underwear: Industry concentration low degree
 By the end of 2017, there were around 3,000 women’s underwear brands in China’s market. Among them, the
sales of 90% brands are lower than 100 million RMB;
 The market share of the top 10 Chinese domestics brands less than 20% totally.
20%
70%
Market share of top 10 Chinese brands in China Market share of top 5 USA brands in USA
Top 10 Chinese brands market share in China VS Top 5 USA brands
market share in USA
Source: 2018-2023 China underwear market demand and investment strategy analysis report
A large share of the US underwear
market is occupied by leading brands,
while in China the leading brands
occupy only 20 percent of the total
market.

It also indicated the large space for
new global and small players in the
market.
44

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Offline stores are still crucial for underwear brands
 Offline chain stores are fundamental to large underwear brands success;
 Hui Jie Group owns more than 3,000 offline stores and Embry Form has about 1,925 offline stores in China;
 According to Dianping.com, there are about 750 underwear dedicated stores currently operating in Shanghai.
Part of main underwear brands Number of stores in Shanghai
Embry Form (安莉芳) 60
Aimer (爱慕) 62
Mani Form (曼妮) 65
Gujin underwear (古今内衣) 159
6IXTY 8IGHT (68) 24
Fandecie (芬狄诗) 32
Cosmo Lady (都市丽人) 208
45Source: brands’ official websites, Baidu map and Dianping.com

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Popular inbound destinations for tourism (1/2)
Among the top tourism destinations in China, coastal areas are very popular, they also have ideal places for swimming
46
By Provinces
Coastal Area Excellent Tourism City
Tianjin, Shanghai 2
Hebei 2
Liaoning 8
Jiangsu 5
Zhejiang 14
Fujian 5
Shandong 18
Guangdong 12
Guangxi 2
Hainan 4
Total 72
Source:
• Australian National University CartoGIS CAP 00-028
• ‘A study on the spatial structure of coastal city tourism competitiveness in China’, Doctor Dissertation in 2015

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Popular inbound destinations for tourism (2/2)
Coastal cities and islands are the best tourism destinations among popular tourism provinces, which means
swimming and activities on the beach are also popular in those areas
47
By Cities
City Ranking
Sanya, Hainan 1
Qingdao, Shandong 2
Qinhuangdao, Hebei 3
Zhuhai, Guangdong 4
Rizhao, Shandong 5
Xiamen, Fujian 6
Beihai, Guangxi 7
Dalian, Liaoning 8
Haikou, Hainan 9
Ningbo, Zhejiang 10
Source:
• Australian National University CartoGIS CAP 00-028
• Revealed by Sohu in 2018, ‘https://www.sohu.com/a/222762159_99956975’

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Popular outbound destinations for swimming
Islands in Southeast Aisa and America attract a large number Chinese tourists, most of them are ideal places of
swimming and other water sports
48
81%
11%
4% 3% 1%
Area Distribution of Chinese outbound travels in 2018
Asia Europe America Oceania Africa
 The United States
 Canada
America
 Thailand
 Vietnam
 Malaysia - Semporna
 Korea - Jeju Island
 Indonesia – Bali Island
 Philippines - Boracay
Asia
Phuket, Chiang Mai, Koh Samui,
Krabi, Pattaya
Nha Trang, Mui Ne, Da
Nang, Phu Quoc Island
Saipan, Hawaii, Cancun,
Puerto Rico
Source:
• 2018 China Europe Tourism Analysis Report
• Revealed by OTAs ( Ctrip and Mafengwo)

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Swimsuits: consumption and market size in China
 China is the fastest growing swimwear market in Asia, with an average of 9.6% annual market growth from 2013
to 2017, a trend which is likely to remain strong in the next few years;
 According to the sales of swimsuits on Taobao/Tmall, swimsuits are seasonal products in China. Most Chinese
consumers buy swimsuits during June, July and August when it’s the best time for swimming.
0.4
0.76 0.73
1.03
1.68
2.67
1.76
0.68
0.42
0.67
0.73
0.22 0.39
0.42
0.66
1.14
2.04
1.37
0.43
0.22 0.28
0.33
0
0.5
1
1.5
2
2.5
3
February March April May June July August September October November December
Sold items of swimsuits on Taobao/Tmall
(million–2018)
One-piece swimsuits Two-piece swimsuits
Source: taosj.com 49

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Chinese women prefer one piece swimsuits with slimming affect
 Due to China's conservative culture, and the preference to keep skin pale, one-piece swimsuits are far more
popular than bikinis;
 Skirt designs are also popular as Chinese women believe it has a slimming affect.
The top-selling swimsuit among all types of swimwear on JD:
One-piece swimsuit  Skirt style  Conservative and slimming 
Hides stomach
The top-selling swimsuits among all types of swimwear on Tmall:
One-piece swimsuit  Skirt style  Conservative and slimming 
Hides stomach
50
Source: Taobao/Tmall and JD

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Men’s swimwear in China
51
Men’s swimsuits can ben divided into beach shorts and swim trunks
Chinese view as too loose for
swimming, more for relaxing
on the beach or in the water
For swimming as an exercise
and competition
Men’s Beach Shorts
(男士沙滩裤)
Men’s Swimsuits/Trunks
(男士泳裤)
Consumers’
views
Consumers’
views
Price level
Cheap,
as low as 19RMB
Price level
Expensive,
usually around
200-300RMB
Design
Design
Bright colors and
diversified patterns
Mostly dark blue and
black, simple patterns
Waterproof and sand
resistance
Cling to bodies and
reducing drag in the
water
Features
Features
Source: Taobao/Tmall and JD

ALL RIGHTS RESERVED
Baidu index analysis- Interest trends
Baidu index Geographic & demographic distribution
• The search index of swimsuit dramatically
increased and reached its highest peak in July
2018 when it’s the swimming season.
• When people search swimsuit on Baidu, they
usually browse some brands websites swimsuits
pictures and online stores on JD and
Taobao/Tmall.
Top regions: East China; South
China; North China
Top provinces: Guangdong;
Shandong; Jiangsu
Top cities: Beijing; Shanghai;
Guangzhou
47%
53%
male
female
2%
9%
49%
32%
8%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Most of the people searching are around 30-49 years old, and people under
29 years old accounted for 11%.
• Males account for 47%, and females account for 53%. Women above 30
years old are the main people searching swimsuit on Baidu.
Data from 2018.3 – 2019.3
52
Baidu is the #1 search engine
in China. The volume of
search (more than ¾ of the
total search made on Chinese
Internet) exhibits the market
digital trends
Early July

ALL RIGHTS RESERVED
• The numbers of searches for swim trunks also
reached the highest point in July 2018 during
the summer.
• When people search swim trunks on Baidu,
they usually browse some brands websites,
pictures and online stores on JD and
Taobao/Tmall.
China; North China
Top provinces: Guangdong; Beijing;
Zhejiang
Shenzhen
73%
27%
male
female
4%
13%
56%
18%
9%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Most of the people searching are around 30-39 years old, and people above
• Males account for 73%, and females account for 27%. Men above 30 years
old are the main people searching swim trunks on Baidu.
53
digital trends
Early July
Data from 2018.3 – 2019.3

ALL RIGHTS RESERVED
• The number of searches of one-piece swimsuit
rose from July 2018 and reached the highest
peak in August during the Pan Pacific swimming
Championships
• When people search one-piece swimsuit on
Baidu, they usually browse some brands
websites, pictures and online stores on Taobao.
China; North China
Top provinces: Guangdong;
Shandong; Jiangsu
Shenzhen
73%
27%
male
female
6%
11%
63%
20%
0%
0%
20%
40%
60%
80%
under19 20-29 30-39 40-49 above50
29 years old accounted for 17%. People above 50 don’t search one-piece
swimsuit.
• Males account for 73%, and females account for 27%.
54
digital trends
Pan Pacific swimming Championships
Data from 2018.3 – 2019.3

ALL RIGHTS RESERVED
• The search index of bikini fluctuated around the
average value, it reached a high peak in July
2018 and decreased after July, then rose again
during the 2018 China’s National Day.
• When people search bikini on Baidu, they
usually browse pictures, videos about bikini and
its definition on Baidu Wikipedia.
Top regions: East China; Central
China; North China
Zhejiang
Guangzhou
66%
34%
male
female
2%
8%
61%
26%
3%
0%
20%
40%
60%
80%
under19 20-29 30-39 40-49 above50
• Males account for 66%, and females account for 34%. The search interests
of bikini are mostly from men above 30 years old.
55
digital trends
Data from 2018.3 – 2019.3
China’s National DayEarly July

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analysis (1/2)
The most related keywords to
“swimwear” are “bikini”,
“women’s one piece swimsuit”,
“brands” and “swimwear brands”.

keyword. The top 3 keywords are
“women”, “one piece” and
“swimwear brands”.
Swimwear
Bikini
Brand
s
Swimwear brands
Women’s one
piece
swimsuit
Women
How to wear one
piece swimsuit
Women
One piece
Swimwear brands
Women’s one piece swimsuit
Brands
One piece
Women
Bikini
Underwear
Underwear
56

ALL RIGHTS RESERVED
analysis (2/2)
The most related keywords to
“swimming trunks” are “women”,
“thong”, “underwear”, “ultra-thin
underwear” and “women’s
thongs”.

keyword. The most common key
phrase are “women”, “thongs”
and “ women’s thongs”.
Swimming trunks
WomenThongs
Underwear
Ultra-thin underwear
Women’s
thongs
Women
Thong
Women’s thongs
Thongs
Lady
Underwear
Underwear
57

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Consumers’ questions on Zhihu (1/2)
On Zhihu (知乎) and other platforms, the main questions about swimsuit consist of the following:
• How to pick attractive and cheap swimsuits?
• What are the most popular styles and design?
• What are popular swimsuits brands in China’s market (international & domestic)?
How do girls pick swimsuits?
 Picking swimsuits based on different shapes
 What are the preferable swimsuits? Fitting consumers’ bodies, comfortable to
wear and good appearance. Buyers need to know their shapes before
choosing swimsuits: Hourglass, Inverted Triangle, Rectangle, Pear and
Apple.
Popular styles and design elements of swimsuit
1. Swimsuits with stripes actually aren’t new styles, however, vertical stripes are
popular this year.
2. Swimsuits are no longer for swimming nowadays. Many brands used
underwear’s designs on swimsuits, such as
Zhihu is the first Q&A website. in
China, and has transitioned to a
social media sharing platform
gathering more than 100 million
answers on various topics. The
platform is especially relevant to
reach higher-, well-educated
social classes
58Source: sample of posts on WeChat/Weibo

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Consumers’ questions on Zhihu (2/2)
On Zhihu (知乎) and other platforms, the main questions about swim trunks consist of the following:
• How to pick men’s swim trunks?
• What are popular brands of men’s swim trunks?
• Difference between beach shorts and swim trunks?
59
How to pick men’s swim trunks?
When we pick the color and design of men’s swim trunks, need
make sure they are suit for us. Men who have thick legs better
not to wear swim trunks with large size.
Ning Zetao often
wears Arena swim
trunks in games.
8 brands of men’s swim trunks. Celebrities like Obama and Ning
Zetao (宁泽涛, Olympic champion) both wear them.
Hugh Jackman is
wearing a swim trunk
of Orlebar Brown

ALL RIGHTS RESERVED
Consumers’ topics on social media (1/2)
On social media platforms (Weibo and WeChat), feedback/posts about swimsuits mostly focus
on women’s swimsuits:
 The guide of choosing perfect swimsuits based on different shape (70%);
 Good swimsuits (for competition) brands;
 Fashion shows of new arrivals.
The guide for selecting swimsuits! You can still be attractive
without perfect shape.
 Women with wide hip can choose triangular swimsuits.
 If you have love handles, better to wear one-piece swimsuits.
There are 6 swimsuits brands you must know.
As the world’s largest swimsuits brand, Speedo often provides
swimsuits to different kinds of competition. Its shark-skin swimsuit
attracted much attention because of Michael Phelps.
The post has more than 15,000 views and 100 comments on WeChat.
Wechat is the #1 social
media in China and an
absolute must-have for a
market entry promotion. It
accounts for over 1 billion
active users
The post has more than 90,000 views on
WeChat
The post has more than 15,000 views and
100 comments on WeChat
60Source: sample of posts on WeChat/Weibo

ALL RIGHTS RESERVED
Consumers’ topics on social media (2/2)
On social media platforms (Weibo and WeChat), articles/posts about men’s swim trunks are following:
 Brands recommendations and comparison (70%), some large international brands, like Arean and Orlebar
Brown, are repeatedly mentioned;
 Different swim trunks for different purposes, such as swimming competitions and hot springs.
61
The most classic design (pictures and
printing pattern) of Orlebar Brown’s swim
trunks / beach shorts
The
swimwear for
hot springs in
vacations
Couples’
swimwear for
vacations on
the beach,
hot springs
and sunbath.
Source: sample of posts on WeChat/Weibo
The most professional men’s swim trunks:
Arena and Speedo

ALL RIGHTS RESERVED
The main purposes of buying swimsuits
Based on information from Weibo, WeChat and other social media platforms, the most common goals of buying
swimwear among Chinese customers:
1. For swimming and other water sports; 2. Activities on the beach, such as beach volleyball;
3. Traveling in tropical areas and seaside; 4. Hot springs; 5. For their children.
This picture has been taken from a consumer’s trip and shared on
Weibo. The picture shows the consumer is enjoying a vacation on the
beach with her mother.
The picture has been taken from a professional swimming pool
and shared on Weibo. In the picture, a Chinese professional
swimmer is staying with his parents after training.
62
Source: sample of posts on WeChat/Weibo

ALL RIGHTS RESERVED
Online trends : consumer perception
 On Tmall/Taobao and JD, other than nice appearance, other positive feedback includes high quality, good
air permeability, feel comfortable to wear the goods and reasonable price;
 Negative feedback focuses more on bad quality, wrong size, discoloration, high price and slow delivery.
The swimsuit has a nice colour, my daughter
looks good when she wears it, the swimsuit
makes her young and beautiful
The swimsuit is nice, good material lets air pass
through, it has reasonable price and suitable
size. The product is cheap and fine
The swimsuit is well received, it has good
quality and wonderful colour, I like it very much
The product is not good at all, it differs from its
description on the website and its material is bad
The quality of swimsuit is just so-so, it’s not worth
this price
The size of swimsuit is too small, I already talked to
customer services before I bought it, in case I can’t
wear it, but the swimsuit is still very small
Positive feedback on Tmall/Taobao and JD Negative feedback on Tmall/Taobao and JD
63

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COMPETITION ANALYSIS
64

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Baidu Index – Semantic analysis (1/5)
The most related keywords to “Speedo” are “Shark Skin” (professional swimsuits), “Official website of speedo”,
“Arena” and “Which one is better between speedo and arena”.
65
Arena
Shark Skin
Official website
of speedo
Which one is better between
speedo and arena
Speedo
Official website

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The most related keywords to “Decathlon” are “Decathlon official website”, “Decathlon flagship store on Tmall”,
“Decathlon recruitment” and “The top 3 products of decathlon worth to buy”.
66
Decathlon
Decathlon official
website
Decathlon flagship
store on Tmall
Decathlon recruitment
Decathlon flagship
stores on its website
Official website
What’s the status of decathlon
The top 3 products of
decathlon worth to buy
Embry Form and
Triumph (underwear
brand from Germany)
are competitors,
Embery Form is a
HongKong brand,

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The most related keywords to “Embry Form” are “What’s the status of Embry Form underwear”, “Embry Form
flagship stores”, “Triumph official website” and “Triumph”.
67
Embry Form
Embry Form flagship stores
Underwear
Brands
What’s the
status of
Embry Form
underwear
Triumph
official
website
Triumph
Flagship

ALL RIGHTS RESERVED
The most related keywords to “Wacoal” are “Wacoal official flagship stores”, “Wacoal underwear”, “Is Wacoal
good” and “Wacoal’s price”.
68
Wacoal
Wacoal official flagship stores
Wacoal underwear
Wacoal’s price
Is Wacoal good
Are there any brands
belong to Wacoal
Brands
underwear
Price
Flagship

ALL RIGHTS RESERVED
The most related keywords to “Li-Ning” are “Anta”, “Li-Ning official website”, “Li-Ning flagship stores”, “Nike”
and “PEAK”.
69
Li-Ning
Anta
Official website
Li-Ning official website
Li-Ning flagship stores
Nike
PEAK
Flagship
ERKE

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Competition analysis: One-piece swimsuits
 Most brands sell swimsuits through their own official stores and online distributors, (such as sports stores)
on e-commerce platforms;
 The sales of domestic brands are obviously higher than international brands on Taobao/Tmall, since their
products are more cost-effective.
Brands
Domestic
vs
International
Sales on Tmall/Taobao in the
summer 2018
Top seller price on
Tmall
Price range on
Tmall/Taobao (RMB)
YouYou
(佑游)
Domestic 446,068 items 59.9 RMB 39.9 to 326.6
L-Ning
(李宁)
Domestic 274,568 items 128 RMB 44 to 2,302
Speedo
(速比涛)
International 50,686 items 199 RMB 47 to 4,510
ARENA
(阿瑞娜)
International 26,153 items 219 RMB 60 to 5,989.1
Source: taosj.com
70

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Competition analysis: Two-piece swimsuits
 For two-piece swimsuits, the sales of international brands are also lower than domestic, as they have higher
prices and Chinese brands also provide high-quality swimsuits;
 International brands are usually from Europe and Australia, their products targeting high-income consumers
and family.
Brands
Domestic
vs
International
summer 2018
Top seller price on
Tmall
Price range on
Tmall/Taobao (RMB)
YMS
(亦美珊)
Domestic 265,426 items 129 RMB 49 to 208
SANQI
(三奇)
Domestic 77,216 items 149 RMB 35 to 518
Atlantic beach
(爱澜绮)
International 1,300 items 359 RMB 49 to 449
DK
(丹晶)
Source: taosj.com
71

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Competition analysis: Bikinis
Comparing with other swimsuits categories, bikinis showed much lower sales on Taobao/Tmall even in , due to
China's conservative culture and consumers want keep their skin pale.
Brands
Domestic
vs
International
summer 2018
Top seller price on
Tmall
Price range on
Tmall/Taobao (RMB)
Ocean mystery
(谜思特海洋)
JinGeEr
(金格尔)
DK
(丹晶)
RELLECIGA
(俪丝娅)
Source: taosj.com
72

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Business cases – Speedo (速比涛)
Baidu index analysis
• The search index fluctuated around the
average value and high searches mainly came
from June, July (the highest) and August when
are the swimming season.
• When people search ‘Speedo’ on Baidu, they
usually browse its official website and online
stores on JD and Taobao/Tmall.
Top regions: East China; North
China; South China
Zhejiang
Shenzhen
71%
29%
male
female
2%
11%
50%
31%
6%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Males account for 71%, and females account for 29%. The brand is more
popular among Chinese men.
Data from 2018.3 – 2019.3
73

ALL RIGHTS RESERVED
Digital activity
Speedo mainly provides highly
professional swimsuits.

It’s Chinese website displays
swimsuits for women (one-piece
and two piece), men and children.
The website also introduces
swimming skills, materials, brand
stories and news

The most common features of
Speedo’s swimsuits are UV
protection, resistant to chlorine and
not easily deformed, since Chinese
consumers, especially women,
prefer durable swimsuits can
effectively protect their skin.
https://www.speedo.com.cn
Speedo swimsuit on Tmall
 One-piece swimsuit, conservative and slimming,
hides stomach;
 UV protection, resistant to chlorine and not easily
deformed;
 Material: Endurance+ (50% Polyester, 50% PBT).
Speedo swim trunks on Tmall
 Speedo quick dry performance swim trunks;
 UV protection, shaping, lightweight and chlorine
resistant;
 Material: Chlorine Resistant Fabric.
74Source: Taobao/Tmall and brand website

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Consumers’ questions on Zhihu
On Zhihu, Speedo appears frequently in many posts about swimwear and swimming.
People’s questions and posts about Speedo can be summarized as follow:
 Comparing with other professional swimsuit brands, mostly with Arena. Speedo is good at making swimmers
fast in the water, Arena has better appearance designs;
 Speedo’s swimsuits are high-quality and durable, which suitable for both amateurs and professional swimmers.
75
Arena is a French brand, Speedo comes from
Australia. They are both Olympic designated
brands, however, Speedo has larger brand forces
and longer history than Arena.
Currently, which one is better between Speedo and
Arena?
How about the quality of Speedo’ swimsuits?
I brought a one-piece swimsuit of Speedo, mainly wear it for
swimming. Be honest, Speedo’ swimsuits are very comfortable,
the most important part is no deformation on the swimsuit after
9 years.

ALL RIGHTS RESERVED
E-reputation in China
On social media platforms
(WeChat and Weibo), Speedo
usually posts video ads and
pictures to promote its new
arrivals (swimsuits), it also
releases important events, such
as discount and prize draw
activities, during some Chinese
holidays and shopping carnivals.

During January and February
2019, the brand only released a
few posts, since the winter and
spring are not swimming seasons
for most Chinese people. Platform Presence Followers
Posting frequency in
February 2019
Wechat Yes 49,609 1 post
Weibo Yes 467,182 5 posts
This post is about the brand’s prize
draw and discount activities during
the double 12 shopping carnival on
Tmall (one of the famous online
shopping activities, launched by
Alibaba).
This post is about the new arrivals
(swimsuits) released by Speedo in
2019, the “Yacht Setter” series (绮遇
系列) with the slogan: “Define your
own life.”
76

ALL RIGHTS RESERVED
Main followers on Weibo- Speedo (速比涛)
On Speedo’s Weibo account, the main followers are Chinese men between 20-39 years old
77
56.8% 40.5%
Gender distribution of Speedo’s followers on Weibo
1%
7%
48%
30%
14%
Age distribution of speedo’s followers on Weibo
Post-60s Post-70s Post-80s Post-90s Post-95s
Source: bluemc

ALL RIGHTS RESERVED
Speedo (速比涛) advertising case study
This video ad mainly highlights the following aspects:
1. Cost-effective products, consumers can wear them in different locations for swimming and other casual purposes.
2. Fashion, the swimsuits’ design is very popular and effectively builds a slim figure for consumers.
Source:
https://weibo.com/speedochina?is_all=1&stat_date=201902#_rnd1551672147459
Only for the audience
in China
 This advertising video is about the new arrivals of Speedo: the “Yacht Setter” series (绮遇系列).
The video consists of different styles of this swimsuit series and locations that suitable for
swimsuits. Such as the ocean, boats, beach, swimming pool and the tropics.
 All the characters in this video are female, which means the swimsuit series is only targeting
Chinese women.
78

ALL RIGHTS RESERVED
Speedo (速比涛) case study
79
(速比涛)
Year of China market entry
Sales on Taobao/Tmall in
February 2019
Brand image
 Speedo has built the image of a professional swimwear brand in China.
Except the swimsuits for competition, it also developed casual and
personalized products, such as the “Yacht Setter” series (绮遇系列).
Promotion tactics
 Using famous swimmers as spokesmen, such as Michael Phelps.
 Partnership with Hollywood movies. For instance, children swimsuits
partnering with the Star Wars.
Pricing strategy
 The brand indirectly reduces the price by frequent discount during
holidays and shopping days (such as Double 11 shopping carnival).
1980’s
37,922 items
Target consumers
Professional swimmers 
Amateur swimmers 
Members of swimming clubs
79

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Business cases – BALNEAIRE (范德安)
average value and the highest peak came from
July at summer’s start.
• When people search ‘BALNEAIRE’ on Baidu,
they usually browse its online stores on JD and
Taobao/Tmall, the introduction on Baidu
Wikipedia and official website.
Top regions: East China; North China;
North-East China
Top provinces: Beijing; Liaoning;
Shanghai
Shenyang
40%
60%
male
female
2%
10%
50%
31%
7%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Most of the people searching are around 30-49 years old, and people
under 29 years old accounted for 12%.
• Males account for 40%, and females account for 60%. The brand is
more popular among Chinese women.
Data from 2018.3 – 2019.3
80

ALL RIGHTS RESERVED
Digital activity
BALNEAIRE’s Chinese website is
very simple, it only covers products
introduction, brand stories and
contact info.

As a high-end fashion brand,
BALNEAIRE mainly focuses on
casual swimsuits for women (25-45
years old) and kinds.

BALNEAIRE’s swimsuits generally
use Italian design to show its high-
end image.

Except for fashion, other features
include good air permeability for
women’s swimsuits and UA
protection for children’s products.
http://www.balneaire.com.cn/#
Balneaire swimsuit on Tmall
 One-piece swimsuit, conservative and slimming, hides
stomach;
 Good air permeability, very elastic and soft;
 Material: Polyamide and Spandex.
Balneaire swimsuit on its website
 Two-piece swimsuit, short-sleeved and hides upper
body;
 UV protection, comfortable and uneasy to damage;
 Material: Nylon fabric.

ALL RIGHTS RESERVED
Consumers’ questions on Zhihu
On Zhihu, people’s questions and posts about BALNEAIRE can be summarized as follow:
 Recommending the brand’s swimsuits for fashionable, avant-garde and simple design/appearance;
 Its swimsuits are very suitable for Asian women.
82
Which one is more cost-effective between Arena
and BALNEAIRE?
Arena is more professional, BALNEAIRE is more
fashionable. I personally prefer BALNEAIRE, it’s
more suitable for Asian women, its swimsuits can
perfectly show women’s figure
How do women pick suitable swimsuits for themselves
For women who have apple-shaped bodies, it is
important to cover their bellies when wear swimsuits.
BALNEAIRE is one of he best options for this purpose.

ALL RIGHTS RESERVED
E-reputation in China
On Chinese social media
platforms (mostly Weibo),
BALNEAIRE mostly releases
information about its seasonal
arrivals, discount activities and
fashion shows.

But, the brand hasn’t fully used
Chinese social media for
promotion and advertising. Its
WeChat and Weibo accounts only
had a few posts for January and
February 2019, the possible
reason is the winter unsuitable for
swimming.
Platform Presence Followers
February 2019
Wechat Yes Unclear 3 posts
Weibo Yes 11,354 1 post
This post is about BALNEAIRE’s new
arrivals with the popular colour in 2019
(orange of living coral). The new
swimsuits belong to the product series:
Balneaire Queen.
This post is about the swimsuits show
of China international fashion festival in
2019. During the show, BALNEAIRE’s
bikinis are one of the main swimsuits.
83

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Main followers on Weibo- BALNEAIRE (范德安)
On BALNEAIRE’s Weibo account, the main followers are Chinese women under 40 years old
84
32% 67%
Gender distribution of BALNEAIRE’s followers on Weibo
1%
4%
37%
33%
25%
Age distribution of BALNEAIRE’s followers on Weibo
Source: bluemc

ALL RIGHTS RESERVED
BALNEAIRE (范德安) advertising case study
Balneaire Queen is one of the main swimsuit series of the brand. It is targeting young urban women who want to
pursue individuality.
By showing different styles, the video ad implied BALNEAIRE’s swimsuits can meet various demands of consumers.
The avant-garde design perfectly showed the individuality and fashion of swimsuits.
 The adverting video is about the swimsuit series: Balneaire Queen (女王系列). The video consists
of 4 scenes (seaside, swimming pool, indoor and island) and different styles of the swimsuit series.
 The video introduced BALNEAIRE’s one-piece swimsuits, two-piece swimsuits and bikinis with
avant-garde design.
Source: https://v.qq.com/x/page/p0543r0d5va.html
85
in China

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BALNEAIRE (范德安) case study
86
(范德安)
February 2019
2009
22,481 items
Target consumers
25-45 years old urban
women and kids
Brand image
 BALNEAIRE has built the image of a high-end swimwear brand in China.
It’s Italian style meets consumers' demand for individuality and attractive
appearance.
Promotion tactics
 Working with several famous fashion magazines and media, such as FHM
and COSMOPOLITAN.
 Participating in many fashion shows.
Pricing strategy
 Most swimsuits are in the medium price range.
86

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Business cases – Embry Form (安莉芳)
• The high searches mainly came from the new
arrivals launched by the brand and the
Women’s day in March 2018.
• When people search ‘Embry Form’ on Baidu,
they usually browse its official website and
official online store.
Top regions: East China; South China;
Middle China
Top provinces: Guangdong; Jiangsu;
Shandong
Top cities: Shenzhen; Shanghai;
Guangzhou
36%
64%
male
female
1%
13%
52%
31%
3%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50
• Males account for 36%, and females account for 64%. The brand is more
popular among Chinese women.
Data from 2018.3 – 2019.3
87

ALL RIGHTS RESERVED
Digital activity
Embry Form is a large underwear
brand from Hong Kong and casual
swimsuits are important parts of
its business. Products
introduction, brand stories, news
and sales network are the main
content of its website.

Embry Form’s swimsuits are
mainly targeting women and girls.
The brand is keen to use skirt
type design on its swimsuits
(except bikini) to show its grace
and fashion. Additionally, the
brand uses natural materials to
make swimsuits more healthy for
consumers.
http://www.embrygroup.com/
Embry Form swimsuit on Tmall
 One-piece swimsuit, skirt type and lace design, hides
stomach;
 Elastic, anti-allergy, nontoxic and prevent wardrobe
malfunction;
 Materials: 80% nylon and 20% spandex.
Embry Form swimsuit on its website:
 Bikini with the design of pink bow;
 Soft, elastic, resistant formaldehyde and no toxic;
 Materials: 80% nylon and 20% spandex.

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On social media platforms
(WeChat and Weibo), Embry
Form’s posts about swimsuits are
usually advertising videos and
new arrivals’ pictures. It also
releases important events, such
as discount and prize draw
activities during some Chinese
holidays.

As an underwear brand, Embry
Form’s 70% social media posts
are about women’s underwear,
however, posts about swimsuits
increase gradually during the
summer of every year.
Platform Presence Followers
February 2019
Wechat Yes 185,971 4 posts
Weibo Yes 37,896 3 posts
This post is about a Embry Form’s
promotion campaign by sweeping the
code to get free swimsuits.
This post is about the new arrivals
(swimsuits) of Embry Form in the summer
of 2018. Those swimsuits are designed
for seaside resort.
E-reputation
89

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Main followers on Weibo- Embry Form (安莉芳)
On Embry Form’s Weibo account, the main followers are Chinese women between 34-39 years old
90
23% 75%
Gender distribution of Embry Form ‘s followers on Weibo
3%
6%
62%
17%
12%
Age distribution of Embry Form’s followers on Weibo
Source: bluemc

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Embry Form (安莉芳) advertising case study
This video consists of seaside travel, which implies all the styles are designed for tropical areas and beach, and
they are targeting young women.
Through different styles of those swimsuits, the video highlights Embry Form’s swimsuits can perfectly satisfy
customers’ needs for beauty (slimming) and comfort.
 This advertising video is about Embry Form’s new arrivals (swimsuits) with the topic:
Romantic holiday. The video consists of 12 different swimsuits styles and 5 scenes, including
seaside/beach, sunbathing, swimming pools, boats and tropical forests.
 The video implies those swimsuits are designed for holidays on the beach.
Source: https://v.qq.com/x/page/p0543r0d5va.html 91
in China

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Embry Form (安莉芳) case study
92
(安莉芳)
February 2019
1975
1,149 items
Target consumers
High-income women
Brand image
 Embry Form has devoted itself to create a healthy, comfortable and
fashionable image in China. It’s swimsuits use nontoxic and harmless
materials, and elegant design to emphasize its ideal of “health” and
“beauty”.
Promotion tactics
 Advertising videos on China’s main social media and video platforms
(Weibo, Tencent and etc.).
 Working with popular fashion channels and shows on TV.
 Organized several charity activities to improve brand awareness.
Pricing strategy
 Its swimsuits are usually expensive, however, the brand often launches
discount activities on e-commerce.

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DISTRIBUTION & PROMOTION
93

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Distribution channels of the swimsuits in China
 For swimsuits suppliers and brands, online and offline are both important distribution channels;
 Except selling products on large shopping websites and apps (such as Taobao/Tmall and JD), many brands
also built self-operated e-commerce platforms.
Distribution channels
Offline Online
Brand
shops
Athletic
appeared
shops
Swimsuits
specialized
stores
Large
supermarket
Self-operated
e-commerce
The third party e-
commerce platforms
94

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Offline retail: Coverage in Shanghai
 The main offline distribution channels of swimsuits are athletic appeared stores, swimsuits specialized shops,
brands stores / counters and large supermarket in Shanghai;
 Many of those stores are located in shopping malls, or near swimming pools, water parks and beach.
Stores
Coverage in
Shanghai
Sports apparel
stores
375
Swimsuits
specialized
stores
136
WalMart 61
Sports apparel stores Swimsuits stores
Baidu Map: 375 results Dianping: 62 results
95

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On-the-shelf: representation of the category in stores
Chinese consumers usually buy swimsuits from brands shops, sports apparel stores, swimsuits
specialized shops (roadside and high-end) and supermarket
In high-end stores, swimsuits are organized on the
shelves by design and style.
In small roadside stores, swimsuits are generally placed
with other swimming products, such as life buoys and
goggles.
96
Source: swimwear brand stores in ShanghaiSource: sample of posts from WeChat/Weibo

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Online sales: volume assessment
750
366
127
One-piece swimsuits Two-piece swimsuits Bikinis
Sold items of swimsuits on Taobao/Tmall by categories
(thousand–January 2019)
1.24
0.31
0.39
Women's swimsuits Men's swimsuits Children‘s swimsuits
Sold items of swimsuits on Taobao/Tmall by gender
(million –January 2019)
Source: taosj.com
One-piece swimsuits are very popular, but bikinis’ sales are
relatively low. The possible reason is that Chinese people want to
protect their skin from the bright sunlight.
Obviously, women’s swimsuits showed the highest sales on
Taobao/Tmall, which was much higher than men and children’s
swimsuits.
97

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Promotion channels to leverage
for international brands in China
Dedicated Websites/Apps
 Ppyz.cn (中国泳装) / Ppyz.cn app
 86zgyzw.cn (中国泳装网)
 Xileshangcheng (喜乐商城) /
Xileshangcheng app
 Moonbasa (梦芭莎) / Moonbasa
app
Specialized Magazines
 SWIMMING (游泳)
 COSMOPOLITAN (时尚)
 FHM (男人装)
 Bazaar (时尚芭莎)
Ppyz.cn (中国泳装) is
a specialized
swimsuits website in
China. The website
mainly provides info
about swimsuits
brands and
companies , new
arrivals and etc.
SWIMMING (游泳) is a
popular Chinese
magazine focusing
on all water sports,
knowledge and
products. Swimsuits
for competition are
also included in the
magazine.
98

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Promotion channels (1/3)
B2B platform
99
Ppyz.cn (中国泳装) is a specialized swimsuits info
platform. The website mainly provides info about
swimsuits brands and companies, new arrivals and
designs.
Through the website, swimsuits brands can show their products,
designs and company info to all visitors. Also can easily get info
about Chinese distributors, suppliers and manufacturers.
Material suppliers Industry news Purchasing & selling info

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100
86zgyzw.cn (中国泳装网) is a specialized swimsuits
website. It mainly offers info about swimsuits brands,
new arrivals, popular products, fashion shows and
exhibitions.
Brands introduction
Looking for agents and distributors
Through the website,
swimsuits brands can
1. Display their products
and company info.
2. Link to their own
websites.
3. Release info to find
agents and
distributors
4. Receive info about
swimsuits exhibitions
and fashion shows in
China
B2B platform

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Magazines
101
COSMOPOLITAN (时尚) is one of
the leading fashion magazines in
China, it’s main readers are
women (82%). The magazine is
favored by high-income Chinese
women.
SWIMMING (游泳) is a popular Chinese
magazine focusing on all water sports,
knowledge and products. Professional
swimsuits are one of its main parts.
Bazaar (时尚芭莎) is one of the most
popular fashion magazines, it targets
China’s career women. It has more than
300,000 Chinese readers.
FHM ( 男人装 ) is a famous Chinese
fashion magazine, it is also known as
China’s “Play Boy”. In 2015, it launched
web version, then there were more than 1
million people who downloaded it in 10
days.
Source: Magazines’ websites and Baidu Wikipedia

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Pop-up Stores (1/4)
Pop-up stores are temporary stores that help promote brand awareness.
They are a new creative method of marketing utilized by a number of brands, and focus on creating a
unique, interactive, and innovative experience with consumers.
Pop-up stores are usually set-up inside or outside large shopping
malls, and attract a number of consumers.
102
Source: Chocolate x Baby Milo Pop-up Store Launch Event in Hong Kong, Uniqulo Pop-up Store
Some underwear brands have used this
method, although not many have taken
advantage of pop-up stores
Source: Sloggi ZERO FEEL pop-up store

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Pop-up Stores (2/4)
Chanel: Pop-up Arcade
103
Luxury Fashion brand Chanel’s arcade-style
pop-up store was very popular in China. Many
consumers recorded their experience on
social media, attracting viral attention online.
Like many brand’s pop-up
stores, the pop-ups are not
directly related to their
products.
Chanel created a pop-up
arcade that allows
consumers to play games
inside their store.
It became a very popular
attraction even though they
were not a gaming brand.
Their method of a fun and
interactive pop-up store
increased its brand
awareness and boosted its
brand perception.
Source: Chanel Pop-up Store in Shanghai, April 2018

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Pop-up Stores (3/4)
 The Pop-up store attracted many female visitors,
and featured speakers at its event, but it did not
gain widespread attention
 The US fabrics/fiber underwear brand Invista
opened a pop-up store in Shanghai under
trademark “L by LYCRA” in 2017.
 The pop-up focused on their line of slimming and
functional undergarments.
104Source: http://www.modernweekly.com/fashion/12018

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Pop-up Stores (4/4)
Important features that underwear brands should note
105
Underwear and Swimsuit brands should take more
advantage of this creative, new form of marketing that
allows them to stand out from other brands.
Pop-up stores should be fun and interactive, this gives
consumers an engaging experience that many
sophisticated Chinese consumers look for.
Engaging
Innovative
Creative
Pop-up stores are innovative and unique, often utilizing
technology. Innovation presented in pop-up stores are very
attractive for consumers, which motivates many
consumers to post their experience on social media.
Source: concept of new Pepsi new pop-up store

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KOL landscape in China
 For many brands, KOL is one of the most important channels to promote their products in China;
 China’s KOLs mainly active on social media, e-commerce and video platforms with a large number of users;
 Mobile users with internet access spend in avg. 4.2 hours on their APPs per day, 38% of the time on social media
in China.
Top Platforms OthersMAU - Monthly Active Users
SOCIAL MEDIA
E-COMMERCE
1083 M
30 M600 M 74 M
MAU 2018 MAU 2018
446 M
MAU 2018 MAU 2018 MAU 2018
VIDEO TYPE
493 M 231 M
70 M500 M20.2 M
503 M
MAU 2018 MAU 2019 MAU 2018
MAU 2018MAU 2018 MAU 2018
In million In million
Source: Platform’s official data, Tencent, Youku, Tmall from Questmobile,
106

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Who Are The Followers of KOLs
Source: Weibo 2018; E-commerce survey Weibo N=2153
 The purchasing behavior of the Younger generation (the 90s, 00s ) will be more influenced by Chinese KOLs;
 People in all types of cities are influenced by KOLs, especially 4th-tier cities.
10%
24%
18%
20% 19%
7%
13-18 19-22 23-25 26-29 30-39 Above 40
Followers’ age distribution
2018
1.9% 2.1%
19.9%
22.3%
22.6%
33.1%
Followers’ geographical distribution
2018
Overseas
Hong Kong, Macao and Taiwan
1st-tier city
2nd-tier city
3rd-tier city
4th-tier city and below
107

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KOLs related to swimsuits-Weibo (1/2)
KOLs, who frequently post info about swimsuits, are fashion KOLs, fashion designers,
models and sports (swimming) KOLs
 The Weibo account of a fashion KOL;
 She posted lots of info and pictures about fashion
shows (including swimsuits) and models.
 The Weibo account of a Chinese fashion designer;
 She posted many pictures of new swimsuits in recent
years.
25,767 followers 110,357 followers
108
Source: Sina Weibo

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KOLs’ posts about swimsuits-Weibo (2/2)
Those KOLs usually share info on swimsuits are the promotion campaign of some brands adverting videos of
some brands, their own pictures and videos when wearing swimsuits and their opinions / experience about
swimsuits.
109
This swimsuit is so beautiful!
The style is slimming!
It is absolutely the best option for
vacation and hot spring.
Recommending some
niche and beautiful
swimsuits.
Swimsuits brands for
your island trip, you will
be the main attraction on
the beach when you
wear them!
The color of U series swimsuits lets my heart
move so fast , the backside design is nice.
The series totally meet my requirement for
swimsuits: 1.One-piece 2.sleeveless 3.No ties
Source: sample of posts on Weibo

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KOLs related to swimsuits-Xiaohongshu (1/2)
KOLs, who frequently post info about swimsuits, are fashion KOLs, sports KOLs, fashion models
and tourism KOLs
110
 The Xiaohongshu account of a fashion KOL
 She posted many pictures on different types of swimsuits.
 The Xiaohongshu account of a fashion and makeup KOL
 She posted many pictures about her seaside traveling.
Xiaohongshu is a famous
mobile app, also the largest
life-sharing community in
China. It counts for over 70
million users, 90% of them
are women.

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KOLs’ posts about swimsuits-Xiaohongshu (2/2)
On Xiaohongshu, KOLs related to swimsuits mainly post brands recommendation and their
selfies when they wear swimsuits in different scenes.
111
0.59 K
17 K
0.24 K
28 K
0.15 K 5.77 K
The best way to take pictures when you wear a
swimsuit on in a island
Recommending some niche and beautiful
swimsuits.
0.86 K
1.16 K
Many comments ask my swimsuit, it’s Emma
Pake. I brought it from Selfridge in London.
People in China can find it on Farfetch!
3.8 K
Source: sample of posts on Xiaohongshu
Xiaohongshu is a famous
mobile app, also the largest
life-sharing community in
China. It counts for over 70
million users, 90% of them
are women.

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KOLs related to swimsuits-Bilibili (1/2)
KOLs, who frequently post info about swimsuits, are fashion KOLs, models, tourism KOLs
and sports (swimmers) KOLs
112
 The Bilibili account of a fashion KOL;
 She posted lots of videos about clothes, underwear and
swimsuits, mainly show her opinions.
 The Bilibili account of a dive Instructor and swimming
amateur;
 Her videos are mostly about diving and swimming
experience.

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KOLs’ posts about swimsuits-Bilibili (2/2)
On Bilibili, KOLs related to swimsuits mainly post different types of videos, including fashion shows,
their own traveling experience (on beach), swimming videos, celebrities’ videos,
opinions about different swimsuits and etc.
113
1.39 K 11 K
2.98 K 525 K
Sharing different types of swimsuits in summer
0.18 K 5.5 K
0.45 K 135 K
Video highlights of 2019 swimsuit show during
the Miami Swim Week
Source: sample of posts on Bilibili

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VIDEO AD CASE STUDY
114

ALL RIGHTS RESERVED
Advertising video - International Brand - Speedo (速比涛)
115Source: Official Speedo Weibo account
New Fastskin Collection
Brand promotion Strategy
 Choose successful athletes as a brand endorser and make use of the gold
medal effect in Olympic Games.
 A content-driven strategy based on Tmall e-commerce platform.
Disseminating brand value by sports star and swimmer live stream, and
carrying out education on products and professional knowledge.
“Speedo considers that the domestic e-commerce platform is getting rid of relying on
low price strategy to attract buyers, more creativities and content from young people
are entering this sales platform and it (Taobao) has begun to become a content social
platform. Therefore, Speedo will combine the budget for word-of-mouth
communication with the budget of the e-commerce operation itself to realize 1+1>2.”
— Jessica Linsen,
Head of Digital, Speedo China
Object of this ad:
To make promotion for 2 new suits
TA:
Professional swimmers who are seeking for professional swimwear
Emphasis:
 The application of creative & intelligent technology on fabric;
 Professional, made for racing, sprinters and multi-eventers.
Manifestation mode:
Professional swimmer + powerful background music + terse and clear products introduction

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Advertising video - International Brand - Victoria’s Secret (维多利亚的秘密)
116Source: Official Victoria’s Secret Weibo account
VS x Mary Katrantzou Limited Joint Collection
 EXPOSURE AND E-COMMERCE: First, a very good media communication, with
the organization of the annual fashion show in Shanghai and its outlets in major
strategic cities. These two actions generate a large exposure and promote the
brand. Then, its immediate recourse to e-commerce, knowing that Chinese
consumers mostly make their purchases online on their Smartphone and no longer
move in-store.
 CHINESE GIRLS IDENTIFY WITH VICTORIA’S SECRET ANGELS: This is all the
more true since the brand hires adulated top Chinese models : the Chinese city-
dwellers identify themselves to Victoria Secret’s Angels. At reruns of fashion shows
on KTV’s screen, they carefully compare models from all ethnic origins and choose
the one that will become their Key Opinion Leader (KOL), influencing them for
fashion and lifestyle.
The proof that Victoria Secret’s Angels have an influence on their Chinese fans? After
icons like Adriana Lima and Romee Stridj reveals taking boxing lessons to maintain
their good shape, Chinese girls rushed into boxing clubs to sign up.
Object of this ad:
To make promotion for their new limited joint collection
TA:
Female who are seeking for bright and fair swimwear
Emphasis:
 Fashionable;
 Sexy and attractive;
 Colorful and bright.
Manifestation mode:
Sexy model with perfect body shape + passionate background music

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Advertising video - International Brand - Oysho
117Source: Official Oysho Weibo account
Spring & Summer Beach Collection
 Product promotions rely more on social media, especially weibo (微博引流到
天猫);
 KOL;
 Set flagship store on various e-commerce platforms;
 Set stores in main commercial districts or residential areas in 1st-tier or 2nd-
tier cities.
Object of this ad:
To make promotion for their new product – spring & summer beach collection
TA:
Consumers who have plan to go on seaside
Emphasis:
 Suitable for holiday;
 Leisure and comfortable.
Manifestation mode:
Specific product location + relaxed background music

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Advertising video - Domestic Brand - Xiaotao (小桃)
118Source: Official Xiaotao Weibo account
New Collection
Fully depends on online channels
Object of this ad:
To promote their new product
TA:
Consumers who plan to go on seaside
Emphasis:
 Leisure and comfortable;
 Active and suitable for young people;
 Rich product SKU.
Manifestation mode:
Attractive scenes + relaxed background music

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Advertising video - Domestic Brand - Gainreel (歌瑞尔)
119
New Collection
 Mainly depend on online channels;
 Attracting buyers from social media platform to e-commerce platform;
 Deep cooperation with e-commerce platform.
Object of this ad:
To make promotion for their products
TA:
Young female pursue fashion
Emphasis:
 Suitable for holidays;
Manifestation mode:
Brief description on products’ characteristics + active background music
Source: Official Gainreel Weibo account

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Advertising video - Domestic Brand - Toswim (拓胜)
120
New Collection
 Organize a program called “Goggles into the classroom, TOSWIM thousand
school plan”;
 Cooperating with national colleges and universities;
 Sponsoring TV series ‘Mr. Swimming’ which is popular among young
generation..
Object of this ad:
To make promotion for their products
TA:
Young people who are seeking for swimwear with high price–performance ratio
Emphasis:
Manifestation mode:
Attractive models with perfect body shape + fantastic scenes + active background music
Source: Official Toswim Weibo account

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Trends
The swimsuit must protect Chinese from the sun. Either with a swimsuit that has a lot of fabric or with a
suitable fabric. You often see Chinese women carrying umbrellas on sunny days, or wearing full face-
covering masks in parks. Most Chinese do not want to tan and like white skins.
Fashion in China doesn't follow many rules. But showing too much skin is in bad taste. It can quickly
seem vulgar. However, in recent years, Chinese women, have dared to show a little more. Swimsuits
therefore play on this in-between. They reveal a little more skin than in the past, while remaining very
suitable, without showing too much skin.
Chinese consumers are now ready to pay more if there is quality. For years the expectations of Chinese
consumers in the swimsuit market were quite easy to meet (cheap and durable). Today, the Chinese
consumers are more focus on swimsuits’ quality and attractive appearance.
I.
II.
III.
Swimsuits with UA protection
Showing but not too much
Looking for quality even if it is more expensive
122
IV. Promotion strategy between international and domestic brands
International brands: More rely on local KOL  Conduct promotion on both offline and online channels 
Emphasis on brand culture and history.
Domestic brands: Mainly depend on online promotion channel  Focus on consumer volume.

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Tips for brands wondering to enter the Chinese market (1/2)
This will prevent you from having a bad buzz about discoloration or fabric degradation. In addition, the
Chinese expect a lot from foreign brands in this sector in terms of quality.
Especially in terms of size and morphology.
Chinese women and men have very different bodies. Know your consumers, their requirements, their
bodies, and their preferences!
The reasons why Chinese people buy swimwear are diverse. Either you decide to position yourself
clearly in a segment, or you diversify your products and exploit several ranges: beach swimsuits, sports
swimsuits, etc.
I.
II.
III.
Choose quality raw materials
Adapt your products to the standards of the Chinese market
A clear positioning
123

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Tips for brands wondering to enter the Chinese market (2/2)
360° distribution, your marketing strategy to acquire customers and interact with them must be adapted
to the market specificities: the explosion of e-commerce and the convergence of offline and online
channels.
Get to know the Chinese digital ecosystem and enter it by placing your content in magazines or websites
that Chinese people really read. Don’t forget to leverage KOLs if needed, which are an excellent
marketing lever.
IV.
V.
Adapt your customer journey to the Chinese market
Promotion: focus on influential marketing
124

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Overall statues of underwear market in China
127
1
• The underwear market is growing at a stable pace in China
2
• China’s underwear industry is becoming increasingly segmented
3
• The styles of women's underwear is becoming more personalized
4
• Functional underwear (shaping underwear, warm underwear and etc.) has
been a significant part of China’s underwear market
5
• Social media platforms are significant promotion channels for many brands

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The underwear industry is booming in China
128
 During the past a few years, the annual sales of underwear in China has exceeded 40 billion USD;
 The stable growth of China’s underwear market revealed that there is still development space for this field
in the future.
44,577
47,632
51,548
55,811
8.75%
6.85%
8.22%
8.27%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0
10,000
20,000
30,000
40,000
50,000
60,000
2015 2016 2017 2018F
Total sales revenue of China underwear market
Sales revenue (million USD) Growth rate
Source: Apparel Report 2018-Underwear

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Diversified demands from Chinese consumers are creating more market
segments
Male consumers:
 Brands
 Comfort and health
 Prices and sizes
Female consumers:
 Comfort and permeability
 Looks beautiful
 Different functions according to personal
requests
129
 The main reason of increasing market segments is varied demands from consumers in China, especially young
consumers;
Based on the information from China’s social media and e-commerce platforms, the most concerned aspects of consumers
can be divided as follow.

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Price range of different underwear categories
130
Categories of man’s underwear Maximum price (RMB)
on Taobao/ Tmall
Minimum price (RMB)
on Taobao/Tmall
Boxer (平角裤) 2,742 29.8
Man’s briefs (三角裤) 1,877 35
Man’s vest (男士背心) 30,323 19.9
Man’s long underwear (男士长内裤) 3,315 11.38
Swimwear (泳衣) 4,112 18.9
Warm underwear (保暖内衣) 5,999 49.9
All segments 30,323 11.48

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Price range of different underwear categories
131
Categories of woman’s
underwear
Maximum price (RMB) on
Taobao/ Tmall
Minimum price (RMB) on
Taobao/Tmall
Seamless bra (无痕内衣) 4,274 19.9
The ultra-thin underwear (超薄
内衣)
7,577 17.82
The strapless underwear (无肩
带内衣)
13,090 19.9
The corset (紧身胸衣) 4,798 24.9
The underwire (钢圈内衣) 5,130 15.9
The wireless bra (无钢圈内衣) 44,301 29
Lingerie (性感内衣) 7,702 38.2
Swimwear 4,299 39.9

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Low degree of industry concentration
132
 By the end of 2017, there are around 3,000 female underwear brands in China’s market. Among them, the
sales of 90% brands are lower than 100 million RMB;
 The market share of top 10 Chinese domestics brands less than 20% totally.
Source: 2018-2023 China underwear market demand and investment strategy analysis report
The graph compared the underwear
market in China and USA.
It showed that USA market dominated
by top brands, but no dominating
players in China’s underwear market.
It also indicated the large space for
small players, international players and
new players in the market.
20%
70%
Market share of top 10 Chinese brands in China Market share of top 5 USA brands in USA
Top 10 Chinese brands market share in China VS Top 5 USA brands
market share in USA

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Keywords analysis on Baidu index: men’s underwear
133
 The most related words of man’s underwear on Baidu is Top 10 man’s underwear brands and man’s underwear pictures;
 The only related products are boxers and male bras;
 The biggest requests of man’s underwear are brands and pictures on Baidu.
Man’s underwear Top 10 man’s underwear brands in China
Famous brands
Man’s underwear in the world
Boxers
Brands
Man’s bra (One kind of bra for man developed by a Japanese company )
Man’s underwear pictures
Man’s underwear
Man’s boxers pictures

ALL RIGHTS RESERVED
Keywords analysis on Baidu index: men’s underwear
134
 The top 3 related words of man’s underwear on Baidu is Top 10 man’s underwear brands, man’s boxers
pictures and brands;
 Brands and boxers are most searched elements of man’s underwear.

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Search trends on WeChat index: men’s underwear
135
According to the WeChat index in 90 days, 30 days and 7 days:
 The search peak was in July, August and September on WeChat index.
 The search number showed a recent increase from September.

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Keywords analysis on WeChat and Zhihu : men’s underwear
136
On WeChat and Zhihu, topics and questions about man’s underwear include several aspects:
 Brands recommendation;
 The way to pick man’s underwear: material, style and brands;
 Different styles and functions of man’s underwear : moisture wicking, sports and how durable it can be;
 Health knowledge of man’s underwear.

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Keywords analysis on Weibo: men’s underwear
137
On Weibo, the topics and comments about man’s underwear mainly consist of the following aspects:
 How to pick man’s underwear: brands, material, mode and workmanship;
 Popular brands;
 Comfort and health: permeability and antiseptic.
This post is about how to pick a good man’s underwear, material,
mode and workmanship should be fully understood when pick man’s
underwear
A video about man’s underwear from Spain on Youku

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Weibo KOL analysis : men’s underwear
138
The video is from the Fashion show underwear in Asia posted by
“阳光健将” (Yang Guang Jian Jiang)
“阳光健将” (Yang Guang Jian Jiang) is a fashion and sports KOL, his posts about man’s underwear mainly focus
on the videos of different underwear show.
The video is about Argyle Grant swimwear in Fashion
Week posted by “阳光健将”.

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Sales analysis on Taobao/Tmall: men’s underwear
139
 Based on Maijia, the top monthly seller of man’s underwear on Taobao/Tmall is boxer.
 Pure cotton is one of the most popular materials for man’s underwear among online consumers.
 Boxer is the most popular category among all categories of man’s underwear products.
Categories Material of top seller Biggest sales on Tmall Top seller price (RMB)
Boxer Pure cotton 222,346 32.8
Man’s briefs Pure cotton 25,665 38
Man’s vest Pure cotton 5,392 59.9
Man’s long
underwear
Modal 1,414 29.9

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Baidu search rate for brands: ThreeGun
• The search number was high during October
2017 and January 2018, when it is time for new
season clothes.
• When people search “ThreeGun” on Baidu,
there is the official online store on Tmall and
website, and introduction from Baidu.
South China
Top provinces: Jiangsu; Shanghai;
Guangdong
Top cities: Shanghai; Beijing;
Hangzhou
• Most of the people searching are above 40 years old, and people under 39
years old accounted for 40%.
Data from 2017.1 – 2018.9
140
67%
33%
male
female
0%
6%
34%
18%
42%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50

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WeChat index analysis for brands: ThreeGun
141
According to the WeChat index in 90 days, 30 days and 7 days:
 The search number on WeChat shows a rapid growth from 18th September and it’s significantly high on 20th September for its new arrivals;
 The search index barely changed before 18th September.

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Keywords analysis on WeChat: ThreeGun
142
The topics and questions about ThreeGun on WeChat focus on the following items:
 Brand introduction, mainly topics is ThreeGun‘s 80 years history.
 Brand upgrade in two directions:
1. Build younger brand image by choosing Chinese actor “李晨” (Li Chen) as spokesman;
2. Develop overseas business by building overseas offline stores.

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Brands analysis on Weibo: ThreeGun
143
 On the Weibo official account of ThreeGun, the brand posted 2,121 messages and it owns 13,977 followers;
 Most posts of the brand consisted of new arrivals advertisements, discount activities and event related to special
days such as Chinese Valentine's Day;
 Recently posts mainly about warm underwear for autumn and winter in China.
This post is about a discount activity of ThreeGun. Consumers
would receive the coupon if they join the VIP program of ThreeGun
before 31st August.
This post is about new arrivals of Three Gun in autumn, the
underwear is endorsed by “李晨” (Li Chen) , who is a Chinese
popular actor .

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Sales on Taobao/Tmall: ThreeGun
144
 The top sales category of Three Gun last month on Taobao/Tmall was pure cotton boxer with sales
recording 1,269,774 RMB;
 The total sales volume last month is 97,242 items on Taobao/Tmall;
 The top monthly seller price is 119 RMB.

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Website analysis: ThreeGun
145
On the official website of ThreeGun, there are several elements to notice:
 Through the new spokesman “李晨” (Li Chen), the brand built a younger image and posted its TG member service;
 By using short video, the company introduced the history of the brand;
 New arrivals and customized products.

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Advertisements analysis from YouKu: ThreeGun
146
• The advertisements of ThreeGun are mainly consisting of short videos;
• There are only a few advertisements of ThreeGun available on Youku;
• The popular Chinese actor “李晨” (Li Chen) is the only spokesman of those advertisements.

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Baidu search rate for brands: Schiesser
average value and high searches mainly came
from the new arrivals launched by the brand.
• When people search ‘Schiesser’ on Baidu, they
usually browse its online stores on JD and
Taobao/Tmall.
South China
Zhejiang
Shenzhen
Data from 2017.1 – 2018.9
147
56%
44% male
female
3%
11%
56%
27%
4%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50

ALL RIGHTS RESERVED
WeChat index analysis for brands: Schiesser
148
 The search number on WeChat was significantly high on 17th and 21st September for its new arrivals and
discount activities around Mid-Autumn Festival 2018;
 The search index showed a decreasing trend since 21st September.

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Google trends for brands: Schiesser
149
 In past 12 months, the interest for Schiesser remained stable and it showed a growing trend since
September 2018;
 The interest mainly came from Germany and Switzerland.

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Keywords analysis on WeChat and Zhihu: Schiesser
150
The topics and questions about Schiesser on WeChat and Zhihu focus on the following parts:
 The brand has a fashionable and high-end image among consumers.
 Main functions of Schiesser underwear are absorbing sweat and good permeability.
 New arrivals in Autumn, Winter and Spring.
 Discount activities.

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Brands analysis on Weibo: Schiesser
151
 On the Weibo official account of Schiesser, there are 807 followers and 450 posts.
 Most posts of the brand consisted of new arrivals advertisements, discount activities and event
related to special days such as Chinese Valentine’s Day.
This post is about a discount activity of Schiesser in Valentine’s Day This post about a event launched by Schiesser with the theme
“love yourself”

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Sales on Taobao/Tmall: Schiesser
152
 The top sales category of SCHIESSER on Taobao/Tmall is pure cotton boxer with the sales
of 189,270 RMB;
 The sales volume last month is 17,588 items;

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Website analysis: Schiesser
153
On the official website of Schiesser, there are several elements:
 Discount and membership events;
 There are 8 categories of man’s underwear, which is more than most other brands;
 There is an introduction of weekly most popular products on the website.

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Advertisements analysis from YouKu: Schiesser
154
 The advertisements of Schiesser mainly consists of short videos;
 Family life is the main topic used by those advertisements;
 The average number of views is 69 …

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Baidu search rate for brands: JOCKEY
average value and high search index came
from middle of July for its new arrivals.
• When people search ‘JOCKEY’ on Baidu, they
stores on Taobao/Tmall.
South China
Top provinces: Guangdong; Zhejiang;
Shandong
Shenzhen
Data from 2017.1 – 2018.9
155
63%
37% male
female
4%
11%
52%
28%
5%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50

ALL RIGHTS RESERVED
WeChat index analysis for brands: JOCKEY
156
 The search number on WeChat was significantly high on 8th July and 14th July for its new arrivals around
the 2018 World Cup;
 After 12th September, the search number showed a rapid decreasing trend.

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Keywords analysis on WeChat: JOCKEY
158
The topics and questions about Jockey on WeChat focus on couple of parts:
 100 years history and entered Chinese market;
 Jockey is one of the most popular underwear brands in the World;
 Discount activities and new arrivals of the brand.

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Brands analysis on Weibo: JOCKEY
159
 On the Weibo official account of Jockey, there are 91,205 followers and 949 posts;
 Most posts of the brand consisted of new arrivals in Summer, discount activities and events
such as underwear show in Shanghai.
This post is about new arrivals of sports underwear launched
by Jockey during the Summer.
This post is about discount events of Jockey products
in the Summer.

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Sales on Taobao/Tmall: JOCKEY
160
 The top sales category of JOCKEY last month on Taobao/Tmall is pure cotton sports boxer with the
sales of 115,830 RMB;
 The total sales volume last month is 6,592 items;

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Website analysis: JOCKEY
161
On the official website of JOCKEY, there are several elements:
 There are around 10 categories of man’s underwear, which more than all other brands;
 There are 8 different collections also more than other brands;
 No Chinese version on the official website.

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Advertisements analysis from YouKu: Jockey
162
 The advertisements of NanJiren mainly consist of short videos and comfort is the most
important topic among those videos;
 The average number of views is 166.

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Baidu search rate for brands: NanJiren
• The search index was in January and October–
December, when it is time for new season
clothes during Autumn and Winter .
• When people search ‘NanJiren’ on Baidu, they
stores on Taobao/Tmall.
South China
Top provinces: Guangdong; Zhejiang;
Shandong
Shenzhen
Data from 2017.1 – 2018.9
163
70%
30%
male
female
6%
14%
50%
27%
3%
0%
20%
40%
60%
under19 20-29 30-39 40-49 above50

ALL RIGHTS RESERVED
164
Keywords analysis on Baidu index: NanJiren
Man’s underwear
 The most related words of NanJiren on Baidu index are the NanJirne official flagship stores,
official website and e-commerce;
 The related brand is BeiJirong (北极绒);
 The most searched elements of NanJiren are flagship stores, the brand and website.
Embry Form
Aimer underwear
Cosmo Lady
NanJiren official flagship stores
NanJiren official website
NanJiren official flagship stores
NanJiren e-commerce
Authorized by NanJiren
NanJiren logo
How is the brand NanJiren
NanJiren textiles
NanJiren products are
everywhere on Taobao
E-commerce
NanJiren
BeiJirong

The swimsuit market in China by Daxue consulting

The swimsuit market in China by Daxue consulting

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