Holiday demand boosts swimwear sales

With summer approaching and the COVID-19 pandemic coming under better control in China, more people are opting for seaside trips, going to swimming pools, and using other types of water-based entertainment to enjoy their vacations.

Balneaire, a Chinese swimwear company with sales that topped other brands in recent years, said it remained bullish on steady growth of swimwear products in the country.

This year, the domestic travel market is set to rebound at full speed and further stimulate domestic demand for swimsuits after a dismal last year, it said.

Shanghai-based Balneaire has decided to concentrate on the domestic market for now, with the pandemic continuing in most of the overseas markets, it said.

"The domestic travel market will see new breakthroughs as the epidemic has been brought under control in China, and seaside trips will see remarkable growth," said Wang Na, CEO and founder of Balneaire.

In February, a flagship store of Balneaire located in the Haitang Bay area of Sanya, Hainan province, saw sales revenue in excess of 1.5 million yuan ($229,000), indicating the growing popularity of trips to tropical areas.

The company believes the sustained travel enthusiasm will create new business opportunities. Since March, Balneaire has started seeing daily average sales surge by more than 350 percent on a yearly basis for all of its products.

"The brisk sales growth has proved that with effective epidemic prevention and control, people's lifestyles are returning to normal, and going on vacations is becoming an integral part of their agenda," Wang said.