International lingerie products are often less popular among Chinese women than local brands, industry insiders said.

The reasons: the difference in size between the breasts of Chinese and Western women.

A saleswoman with Imi's, the youth brand of Aimer lingerie at Zhongyou Shopping Mall, said most Chinese women prefer padded bras.

These bras come with padding inside the cup linings, making the women appear to have larger breasts.

The most popular bra size in the store is 75 B cup, said the saleswoman, who declined to be identified. The size is measured in centimeters.

"Chinese women have smaller breasts compared to Western women.

"Padded bras are often worn by teenagers, who might otherwise stuff their training bras with cotton to make their breasts look bigger, more protruding and fuller."

A regular patron of Imi's said she doesn't like European or US brands.

Chinese women's chests are not as large as Westerners. Some chests don't even need bras to support their breasts, she said.

"I'm a 75 B. Once I tried on a same size bra of a European brand. I found it still very big," she said.

"I think the foreign lingerie companies should consider the big difference in bra sizes."

A 36-year-old customer said she doesn't like the design of European manufacturers because the designs and patterns are too simple.

"The design is what I have my eyes on," she said. "I like colorful bras and underwear with lace.

"But most of the bras from overseas have the colors of simply white, black and red."