Chinese models show off swim wear during the 7th Hosa Cup China Swimwear Design contest and Hosa Swimwear Trend fashion show held in Beijing, March 28, 2011.[Photo/IC]

Swedish clothing retailer Hennes & Mauritz AB, which has been selling swimwear products to Chinese customers since 2007, agrees that the market in China is currently driven by the practical needs of consumers.

"Chinese customers are relatively conservative and they are more function-driven," said Stella Zhou, a spokesperson for H&M. "Therefore, we have more one-piece suits in China for female customers."

Nowadays, around 60 H&M stores sell swimwear in China, mainly in Beijing, Shanghai, Guangzhou and Shenzhen. The company's brands COS and Monki have also started distributing swimwear products recently.

Looking ahead, H&M notes that swimming has become a popular form of physical exercise, even a recreational activity in China and will keep driving a healthy demand for swimwear products.