Beautiful, without any size difference. ——Ashley Graham

With the upgrading of consumption, people's demand for products has become more diversified, which has directly led to market segmentation in various industries. Taking the familiar underwear as an example, in the past, women wore underwear mainly for the purpose of "looking good". However, with the continuous rise of the "pleasing oneself" concept and the gradual enhancement of independent consciousness, more and more female friends are paying attention to the comfort and functionality of underwear. So, a series of brands began to target different consumer groups, targeting different "breasts" and "pain points", launching various underwear products with different selling points such as "sports underwear", "no size underwear", "senior underwear", etc.

From 'Big chest is beautiful' to 'Big chest makes small'

For a long time in the past, "big breasts" have been a criterion for judging women's beauty. But the reality is that while women with large breasts are beautiful, they are also troubled - they appear overly "burly" when wearing clothes, experience "physiological pain" during exercise, and often encounter finger pointing... For these women, a large breast bra that can achieve "big breasts appear small" through design and provide comfortable support for the breasts can definitely be considered a "surprise". At the same time, with the popularity of "bone beauty", big breasts seem to have become incompatible with the current trend style.

The emergence of demand and changes in aesthetics, coupled with the impetus of capital, have led many lingerie brands to see "business opportunities" and have taken advantage of the situation to launch lingerie products that claim to be able to "show off small breasts", and have gained recognition and favor from consumers. Search for 'big chest looks small' on a certain app, and you can get a whopping 100 pages of recommended products.

Although the competition in the "big chest track" is becoming increasingly fierce and the updating and iteration of brands are constantly accelerating, there are always some brands that rely on design and quality to stand firm and steadily increase sales during the repeated market reshuffle. Log in to the Tmall flagship store of the well-known domestic lingerie brand HSIA Xia, and the monthly sales of a small lingerie with a large chest have exceeded 20000+.

HSIA Xia: 20 years of deep cultivation in the field of breast cancer

In 1999, Shenzhen Game Industry Co., Ltd. was officially established. In the following 20 years of inspection, the company has accumulated industry-leading design and process advantages through deep cooperation with multiple high-end lingerie brands abroad.

In 2010, Shenzhen Gameplay aimed at the field of large breasts and established a professional large breast underwear brand - HSIA Xia.

After conducting in-depth investigation and analysis of the domestic large breast underwear market, HSIA Xia has determined a product positioning that is fresh, artistic, and cost-effective. It fully integrates 20 years of underwear research and development experience with current fashion aesthetics, and continuously upgrades product colors, designs, and materials based on the body characteristics of Chinese large breast women. Ultimately, it successfully breaks the bottleneck of traditional plus size underwear that cannot balance beauty and comfort.

<img src=" https://img.mshishang.com/pics/2021/1008/20211008060524990.png " width="600" height="335" title="" �+ e""dgl0bgu9"margin:="" 0px;="" padding:="" border:="" vertical-align:="" middle;"="" style="margin: 0px auto; display: block; max-width: 100%;">

After its launch, HSIA Xia's large chest underwear quickly gained the favor of women with large breasts and was widely recognized in the industry due to its lightweight material, comfortable breathability, good wrapping, and strong support

In 2019, HSIA Xia was awarded the "Leading Brand in the 'Big Breasts Show Small' Track 'by Tmall; In 2020, the brand launched "Love in the City", which ranked first in the industry in terms of individual product sales; In 2021, HSIA Xia won the "Top 10 Treasure Underwear Awards on Tmall", which has always been known as the "Oscar of Fashion", once again proving its position as the industry leader in large breasted underwear.

Not long ago, HSIA Xia made another big move - signing Lin Yun as the first spokesperson. Since Lin Yun's debut, his versatile style, independent personality, and healthy image coincide with the brand's long-standing philosophy of "born for freedom". Believe that their hand holding will definitely create more surprises and sparks.

It's easy to discover a niche market, but it's difficult to excel in it. With the entry of more and more brands and capital, the competition in the large breast underwear market will become increasingly fierce. As a pioneer and leader in the industry, HSIA Xia's future development strategy is very clear - on the basis of deeply cultivating large breasted underwear, further exploring consumer needs, expanding product types, providing women with one-stop underwear solutions, enhancing the brand's competitiveness, and helping more women achieve underwear freedom, blooming the confident beauty of "no size difference". In addition, the brand will further optimize its supply chain system, expand online and offline channels, try new marketing models, maintain its leading advantage in the rapidly changing market, and promote the healthy and rapid development of China's underwear industry.