China Swimsuit Industry Welcomes New Opportunities For Development

　 In July 6th, after nearly twenty days of market research, Xiao Nie, head of marketing department of Tianzi global (Hongkong) Limited, returned to headquarters in Jinjiang to prepare for the upcoming "2011 spring summer products review conference". Xiao Nie's trip this year is much more hurried than before. Because of the hot market, the company's top executives decided to advance the time of the new product launch.

"Our counters in major shopping malls are very busy recently. After walking through more than ten cities such as Zhengzhou, Tianjin, Ji'nan and Shenyang, Xiao Nie realized the popularity of swimsuit market. With the popularity of the market, the brand operation effect of Tianzi has begun to appear in recent years. The swimsuit products of the company are quite popular in the various terminal markets, and sales in the northern market have jumped to the forefront of the market.

Tianzi is a typical representative of the domestic swimsuit brand, which has been rising strongly recently. In the post Olympic era, the popularity of all kinds of fitness exercises made the bathing suit market begin to revive. In the era of brand opening, a team of Jinjiang swimsuit brand headed by Tianzi, Luo Riya and baunda reached an instant burst after several years of accumulation.

Opportunity: Olympic wake up swimsuit market in China

With the theme of national beauty and national flower peony as the main line, swimsuit brand Tianzi joined the American textile giant DuPont Co at the China International Sporting Goods Fair in May this year. The natural products of low carbon environmental protection fabrics have been well received by the merchants and visitors of the exhibition. Among them, the series of swimsuit products, such as "national beauty and natural beauty", are most concerned.

"Not only are businessmen coming to ask about agency matters, but many consumers who want to see the exhibition also want to buy the swimsuit clothes directly. After receiving the reply of "sample clothes not sold," many consumers also carefully inquired and recorded the location of the sale. Xiao Nie said that despite the preparations, the enthusiasm of terminal consumers for swimsuits is still high. "Compared with the 2007 Expo, consumer awareness and recognition of swimsuits have improved rapidly over the past three years. Among them, we believe that the Olympic Games are the biggest reason.

An industry insider who has worked in swimwear industry for more than ten years shows that because of the Olympic Games, the people have a deeper understanding of sports. In the post Olympic era, the awareness of national fitness is increasing day by day, which will boost the rapid development of the "edge" sporting goods industry, including swimsuits and fitness equipment. "When people began to have fitness ideas, shoes and clothes and other industries returned to the domestic market and began to create a brand. Now, the awareness of national fitness has been fully developed, and the demand for swimsuits and fitness equipment has been increasing. This makes swimsuits and other industries have the opportunity to go to the same brand development as shoes and clothing industries. The Olympic Games woke up the swimsuit market in China. The industry said.

The growth of market demand is the best evidence. This year, not only is Tianzi, but sales of ARENA, HOSA, Roy Ya and Bao day brands are also hot. "This year's peak season is earlier than in previous years, especially in the northern market. The major counters of HOSA entered the hot season in the early May and have lasted until now. Mr. Li said HOSA company.

　 Outbreak: monopolization of high-end market

The full opening of the market has become a catalyst to promote the domestic swimsuit industry to enter the brand era. At the Beijing sports Expo this year, about 7 swimwear and goggles brand appeared, occupying nearly 1/4 of the E1 Pavilion, which has become one of the main categories. There are many outsiders.

At the end of last year, after participating in the two sports Expo, Italy swimwear brand DIANA was registered in Beijing and officially launched its brand operation in the Chinese market. "The Chinese market is a potential market. We have been watching it before. Now the swimwear consumption consciousness of this market has already formed, but the brand consciousness has not yet formed, this time enters the most suitable. From Li Yunfan, a salesperson in DIANA China, the decision of foreign swimsuit enterprises to carry out brand operation in the Chinese market can be seen.

Unlike the new market entrants DIANA, Quanzhou swimsuit enterprises such as Tianzi, Luo Riya and baorda are already old faces in the domestic bathing suit market. Compared with local brands, HOSA and Zhou Ke, which focus on publicity, these old faces are more cautious in their brand operation in the domestic market. But these enterprises have been unswerving in the road of brand operation. After years of accumulation, the old faces broke out in the brand era.

The year before last, Tianzi opened the first direct counter in a high-end shopping mall in Beijing. This is like opening up the total valve of development. In the following two years, Tianzi brand entered a rapid development period, and the counter grew rapidly, and the market opened up all over the country. Especially in the Beijing market, its counters in various kinds of shopping malls have the momentum of the latecomers. Brand awareness and sales have surpassed those of the advanced ones. At the same time, agents in Zhengzhou, Shenyang, Tianjin, Taiyuan and other places also developed rapidly. {page_break}

Similarly, as of last year, Luo Ryan has set up swimwear stores in Changsha, Wuhan, Beijing, Shanghai, Guangzhou and Xiamen. The center of Shanghai market is north, Tianjin, South to Guangzhou, which has laid the national layout in a comprehensive way, and the market expansion rate is at the forefront of the industry.

"I always think that the domestic swimwear industry is a sunrise industry. Before the time was ripe, we could only accumulate energy by fumbling. Now that the domestic market has sprouted, what time will it be? " A swimsuit enterprise leader such a firm statement, not only is the Quanzhou swimsuit enterprise brand operation's determination, but also is the confidence which must win.

"In the past bathing suit market, we paid more attention to HOSA and Chau, which had more brand publicity and better known Quanzhou enterprises. In fact, there were still a group of enterprises that quietly accumulated their strength and waited for the opportunity. This year, these old faces have risen rapidly with the new brand of dark horse, which has injected a new force for the Quanzhou swimsuit brand team. If this momentum continues to develop, the Quanzhou swimsuit Corps will become a leader in the industry. Quanzhou textile and garment industry insiders commented.

　 Choice: integrated monopoly or final election

"Opening stores is easy to keep shop difficult". After scale expansion, how to manage special counters in department stores has become the primary task of many swimsuit brands. In the process of playing with department stores, enterprises have begun to analyze the way of swimsuit's terminal operation calmly.

"Department stores are indeed a good platform and a better terminal channel for making brands. But the swimwear industry is more special, with the biggest sticking point: the sales cycle is short, concentrating only in summer. Because of the flash in the pan and the high threshold of department stores, we are in a weak position in the game with shopping malls. The location of the counters is small and partial, the market activities are involved in the loss, and the brand publicity is restricted. We are always in the passive position of Party A. A lot of swimmmakers' marketing executives say that new brands need to get a long time in department stores, which is quite difficult.

After exploring and pondering, the innovative strategy of "monopolized routes and integrated breakout" has become the way for swimsuit enterprises to consider the terminal development. HOSA has been trying to set up big stores all over the country, and Quanzhou swimsuit enterprises are practicing it. In this regard, Luo Riya, the earliest water monopoly business, has the right to speak.

In 2006, when the market was flooded with low-priced products and department stores' high entry fees, Luo Luo Ya made the choice of opening a store. Lo Ya store is now widely distributed all over the country, mainly with swimwear products, supplemented by yoga clothing, fitness products and other related products, integrating various products for sale. "Over the past few years, we have been enriching product lines and serialized products. Fitness clothes and yoga clothing have solved the problem of off-season sales, and serialization of products can show the strength of the brand in front of consumers. At that time, many people in the industry questioned the need to open a store in bathing suits, and there was great pressure inside the company. Now, looking back, thanks to the original insistence, "Luo Ya Ya" can have today's development. Ke Ruirui, general manager of Roya, smiled and sighed.

To break the crux of Epiphyllum products, we need innovative mode. Implementing the integration strategy with swimsuit products as the mainline will enter the "integrated development stage", which will be the final way for swimsuit industry. The industry generally agreed that.

March towards "China swimsuit capital"

Liaoning, Xingcheng, Zhejiang Yiwu and Fujian Jinjiang are recognized as the three largest swimwear bases in China. From the low-end products to high-end products, from the foreign market to the domestic market, and from the wholesale market to department stores, the development of Jinjiang swimwear industry has been ahead. Today, compared with the other two places, the brand awareness of Jinjiang swimsuit enterprises is the first awakening.

This may be the development of many brands of shoes and clothes, or the character of Jinjiang people who dare to develop first. Regardless of the reasons, we can see that the development of Jinjiang swimwear industry is coming along with the brand building of shoes and clothing.

However, the environment is different. The initial stage of brand development is more difficult than before. We can not feel the hardships involved, but we can understand one or two from the company's expectations. They look forward to having a guidance agency, looking forward to the support given by the government, hoping that large and small enterprises can jointly gain more voice. If these, the government can stretch out a hand, I believe that soon after, "China brand capital" Jinjiang is expected to add another business card: the capital of Chinese swimsuit.