Guanyun County becomes the capital of sexy lingerie, with 90% of orders exported to Europe and the United States

Guanyun County calls itself the "Underwear Capital". No one would have thought that this coastal county, which has been growing rice for generations, is now the center of sexy underwear in the world.

American women like sexy lingerie, European women like elegant lingerie, and Chinese women are a contradiction, both shy and open. In addition, North Koreans, who are always considered introverted and conservative, have the most vigorous demands in this regard. This is a topic discussed on the streets of Guanyun .

The booming e-commerce market has also boosted the enthusiasm of the entire county. Everyone wants to make a lot of money with this seemingly simple trading method. Millions of goods are exported every year. In China, 70% of underwear is produced in Guanyun County.

Lei Congrui, a 30-year-old tall and thin man with braids, is recognized as the first person in Guanyun County to ignite the spark. He said that it all started by chance. At the age of 15, Lei Congrui opened a Taobao store selling underwear to earn pocket money. But customers kept asking if there were sexy underwear for sale. Lei Congrui, who had never heard of this term, said yes in order to retain customers. Later, he looked up this thing on the Internet and made it himself.

Currently, Lei Congrui 's company has more than 100 employees, mainly producing underwear and tight lace bras . The most well-known brand under his name is "Midnight Charm", with annual revenue exceeding 1.5 million US dollars. Lei Congrui's bold attempt successfully inspired the industrial revolution of the entire county.

Guanyun County Government said that there are more than 600 sexy lingerie manufacturers and sales outlets of a certain scale in Guanyun County , with an annual sales volume of about 3 billion yuan, of which more than 35 companies have annual sales of 50 million to 100 million yuan.

With the advancement of opening up to the outside world, people are more accepting of foreign open personalities, and women's ideas are gradually liberated. China is no longer a country where sex is taboo, and this relaxed atmosphere on sex makes it possible for sexy underwear to become popular.

Market consulting firm iiMedia said that in 2019, online sales of sex toys in China increased by 50% to US$7 billion, and the growth rate was 35% in 2020. The younger generation's interest in sexy lingerie has continued to increase, and sales have soared. Lei Congrui said that in the past, loose and less revealing lingerie was more popular in China, but now translucent and close-fitting styles have become mainstream.

According to Lei Congrui, when he first started his business, most buyers were middle-aged women over 30 years old. The turning point came around 2013, when sales of sexy lingerie soared, and most buyers were between 22 and 25 years old.

After 2014, Lei Congrui began to shift the focus of his business from the domestic market to the foreign market. 90% of his products are exported to the United States and Europe, and sales in South America are also very large. Sales data show that people in South America like to play cosplay-style sexy lingerie. Middle Eastern buyers are more conservative and like styles with moderate lengths. Africans have the same taste as those in the Middle East, and sales in Southeast Asia are also relatively objective.

Lei Congrui said that the uglier the European and American products, the better they sell. Americans prefer bright colors and revealing styles, while Chinese prefer more subtle ones. However, Lei Congrui's largest order came from North Korea, worth $1 million, but it was suddenly cancelled in the end, so the goods had to be sold elsewhere.

Guanyun County's "industrial revolution" did not happen overnight. Zhang Kailin, 58, Lei Congrui's uncle, said: "When they first came into contact with these things, they didn't understand them very well. But after knowing that making this thing can help people get out of poverty and become rich, everyone now likes it."

Underwear has changed Guanyun County. In the past, many people in Guanyun County worked hard in remote factories, but now everyone is wealthy, and their new houses and luxury cars show this.

At present, the production model of the sexy lingerie industry in Guanyun County is still mainly family workshops. Now, in order to protect this golden goose that lays eggs, the government plans to build an "Sexy Lingerie Industrial Park", which has broken ground and cost US$500 million. It covers an area of ​​690 hectares and integrates a series of services such as design, e-commerce operations, warehousing and logistics.

Lei Congrui said: Last year's epidemic hit domestic and foreign markets, but as the epidemic gradually recovers, people will definitely shift their focus to family life and buy new underwear.

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