Clothing options for plus-size women have been limited in China, and the clothes that are available are often out of synch with continually changing fashion trends. The availability of different styles has left a lot to be desired, but demand for a better selection is increasing as waistlines continue to expand from Beijing to Guangzhou.

"Many Chinese people think plus-size clothing is for old people, but the reality is that many young and middle-aged Chinese women are gaining weight due to unhealthy dietary habits. They might be heavier than they used to be, but they all still want to look fashionable and attractive," Yang says.

At Beijing Pang-pangshow, women can find tasteful, oversized shirts with attractive lacing, and stylish skirts stitched with strings of beads. Every top and bottom ensemble, whether casual or professional, comes in at least three colours and five sizes.

With annual sales of more than 10 million yuan (US$1.2 million), Beijing Pangpangshow has six outlets in Beijing and about 200 franchisees and retailers throughout China.

Yang and Ma are obviously not the first to sense the large business potential in the plus-size clothing market. But even in large Chinese cities such as Shanghai and Guangzhou, there are a few shops selling plus-size clothing.

And although there are some competitors, Beijing Pangpangshow has managed to distinguish itself. Other companies attempt to appeal to consumers by placing rather fat mannequins in front of their stores, but Beijing Pangpangshow has taken a more understated approach.

"We think those garish, oversized mannequins only attract the attention of ordinary shoppers. They are an exaggeration, and they can be insulting to plus-size women who might be sensitive about their weight. They won't enter those shops because they don't want to be seen by other shoppers," Ma says.

Beijing Pangpangshow promotes itself by advertising in magazines and on TV, by putting flyers and inserts in newspapers, and by distributing little promotional cards in residential neighbourhoods. But the most important marketing channel so far has been word-of-mouth.

"It's very important to create a comfortable shopping experience for our customers so they will bring their friends and relatives to our shop again," Ma says.

"We need to pay attention to all sorts of details."

In the summer, for example, store air conditioners are set at slightly lower temperatures than in other stores, to make the retail environment more comfortable for overweight shoppers. Large couches and water dispensers are key features in every outlet, in case plus-size customers become tired or need more fluids to combat water-loss through excessive perspiration.

Fitting rooms are also larger than usual, to allow enough space for fuller-figured women. Chairs in the changing rooms also need to be larger to make it easier for customers to try on different items.

"Believe it or not, the size and the height of the chairs can affect your monthly sales," Ma says.

"Overweight people usually feel squeezed and uncomfortable when sitting on small chairs. If a chair is the perfect size, customers will feel more comfortable and are more likely to try on different items," Ma explains.

Most shoppers at Beijing Pangpangshow are loyal customers.

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