Fat Consumer Clothing Group Brings "Big Money".

In the era of material prosperity, not everyone can enjoy the aesthetic experience brought about by clothing. With such a group, they are embarrassed to dress because of their weight. And with the improvement of people's material life, the absolute population of this group is increasing.

According to statistics, China's obesity population has exceeded 90 million. Experts predict that over the next ten years, there will be more than two hundred million obese people in China. It is not hard to predict that with the increase of obesity population, the market potential of "heavyweight" consumer groups will also expand rapidly. Obesity industry "The antennae are all pervasive, which is a strong proof," slimming food "," diet pills "," Body Shaping Training Center ", and" Fat clothing store "And so on have mushroomed.

　 Status quo: overweight, overweight people suffer from dressing embarrassment

A few days ago, a media used "Wuhan: the overweight rate of adults is too high to buy clothes to become a difficult problem". It was reported that Wang Qi, who is 180 centimeters tall and weighed more than 200 kilograms, had difficulty in buying suits for Wuhan boy. The report claims that Wang Qi bought clothes and "treasure hunt". He almost visited all the shopping malls in Wuhan, and it was really difficult to choose clothes. And the report also pointed out that the overweight rate of adults in Wuhan is generally higher than the national level. As early as 2009, a report released by the Wuhan CDC showed that the overweight rate of adults in the 9 million resident population of the city was 23.6%, that is, every 4 people had a "fat man". At present, there are about 2000000 "fat people" in Wuhan who are experiencing difficulties in finding clothes.

In fact, not only in Wuhan, with the continuous improvement of people's material living standards, the obesity population in the whole country and even the whole world has been showing a trend of rapid growth. Adult children, or even overweight children, are becoming more and more difficult to buy clothes. Especially for China's traditional clothing market dominated by trumpet clothing, the "heavyweight" consumer group is hard to find. Indeed, when the reporter used "fat people to buy clothes for help" as the key word, through Baidu's query, it found that in less than half a second, up to 66800 pages were searched. Among them, netizen Lakshmi posts in the fashion forum of Hetong Hutong, asking for help. She is an overseas student from India. She is 189 centimeters tall and weighs 108 kilograms. She is troubled by the difficulty of buying clothes in China. She wants to know where to buy clothes suitable for herself in Zhengzhou, China. Browse the following placard, the reporter found that most of the netizens' messages are the same as "fat people" in the identity of the same clothes, but only a few netizens recommend that the foreign students go to the foreign trade clothing store or the online Taobao, and some netizens suggest that they send clothes to friends and relatives far away in the India peninsula.

The reporter contacted the netizen Lakshmi through the way of the forum, and came to the overseas student apartment of Zhengzhou University new campus, No. 110, science Avenue, Zhengzhou hi tech Development Zone. "I have been studying medicine in China for more than two years, and I have basically adapted to other areas, besides buying clothes." Referring to the problem of buying clothes, the tall Lakshmi frowned and said he was very upset about it. According to Lakshmi, she is a medical student at the International Education College of Zhengzhou University. She has lived in Zhengzhou for more than two years, but she has never bought a fitting garment up to now.

"Before I came here, I found that buying clothes was my biggest pain. I once went out with many other students to find many places, but I never found them. Over the past year or so, I have been sending clothes to my family, but I feel more and more inconvenient. The reason is that every household's clothing purchased in the country is not what they like. In addition, their body is still in the period of growth and development, and their height and weight are constantly changing, so the family can no longer help me buy clothes that fit better according to their physical shape. I am very upset. Lakshmi spoke to reporters in a fluent Chinese language. Finally, Lakshmi hoped that reporters could help find clothes store suitable for her in Zhengzhou. {page_break}

　 A "fat man" clothing shop is hard to find.

In view of the analysis of the difficult situation of "heavyweight" crowd dressing, in order to further understand the "fat man" clothing market and at the same time complete the task entrusted by foreign students Lakshmi to reporters, the reporter visited Zhengzhou's clothing market. However, it is surprising that when reporters visited the clothing wholesale market and shopping mall for 27 hours at the center of the "silver based trading city", they found that apart from a "fat wife" clothing store dominated by middle-aged and elderly clothing, the reporter had never found a shop which was mainly run by "fat people" clothes. "" Along the main street of Zhengzhou, nearly 40 minutes' journey from the agricultural West Road to the agricultural East Road, the reporter has never found a shop that specializes in "fat people" clothes. Later, reporters asked around to find a "fashion Yi Yi" clothing store at the intersection of Cultural Road and Ren Zhai North Street.

In fact, the location of this clothing store is not important. After all, for Chinese people, the normal figure is still the overwhelming majority, so the "fat man" clothing store does not need to spend a lot of money to open a shop in the prosperous area, but generally chooses a small area, and the geographical location is relatively remote. However, this saves costs and reduces operational risks, but also has a negative impact on the popularity of the store. That is why the "fat man" is hard to find clothes, and some of the fat people can't sell clothes in the clothing store. In fact, the most important thing in running a fat man's clothing is to play his own signboard instead of waiting for him to die. He has to go out and look for the fat man himself, and then establish a stable customer relationship. Only in this way can his business get better and better. Turning to the reporter's visit to the clothing market experience, the boss of "fashion Yi Yi" clothing store told reporters during the interview that she had been running the "fat man" costume for more than 6 years, and the business has gone from the cold to the present. The reason is that the increasing number of obese people and the increasingly large number of consumer groups are more and more important. {page_break}

"Compared with the conventional clothing, fat people dress styles, colors and other requirements are relatively simple, so many people think that running this clothing store is relatively simple, there is no" money road ", in fact, otherwise. Li boss said, "to run a fat person's clothing is first to find his own consumer group, and then study the psychological characteristics of this consumer group. For example, my body type is a partial weight type, so it's easy to draw close mental distance with the customers. If I find a very slim girl to be a salesperson," fat people "will easily have an imbalance. Besides, we should also study clothing collocation and love the heart of beauty. So is "fatty". My business objective is not to let them have clothes to wear, but to make them dress more fashionable and have more taste in life. In September this year, when I attended the south of the Five Ridges lecture hall, I was touched by the speech of Professor Pan Kunrou, President of the Federation of Chinese costume culture. She said: "people should use visual illusion to conceal the defects of their figure. If the fat person seems to feel less fat after dressing, the person who is not tall seems to be getting higher, that is, the dressing skill is successful, which is actually the result of wrong look with color, shape and material. Let the fat guys wear well, wear beautiful and tasty, wear their own personality, this will be my future focus.

Although in the process of reporter interview, Li boss store's "fat people" customers are in an endless stream, but she told reporters that such a business is general. "Every weekend, some of the" fat people "customers in cities near Xinzheng, Zhongmu, Xinmi and Zhengzhou will come to pick up the goods here, even those far away from Xuchang and Pingdingshan. As a matter of fact, I am now a business friend and a friend to them. I will inform them immediately when new products arrive, and they will call me when they are short of clothes. I will try to find them for you. Can you tell me if my business is bad? "Li boss told reporters at last that from 08 years, she had less than 50 square meters of shops with a conservative annual income of more than 100 thousand.

　 Expert analysis: "heavyweight" consumer groups will bring a big "money road".

In fact, in recent years, with the increasing number of obese people, Hangzhou, Shanghai, Guangzhou and other first tier open cities such as "fat clothing store" gradually increased, while Zhengzhou as a deep inland central city, all aspects of consultation are relatively blocked, and the market reaction is relatively slow. So there are fewer shops that sell large size clothing for fat people. However, there is no doubt that "fat clothing" is only the tip of the iceberg of "fat man industry", and its consumer market potential is vast. Li Wenjie, Deputy Secretary General of Henan Garment Association, told reporters during a telephone interview.

In recent years, with the improvement of people's living standards, the number of obese people has increased year by year. Especially in developed countries such as Europe and the United States, the annual growth rate of obese population is over 10%. At present, China's obesity population has exceeded 90 million, and the domestic obesity population will break two hundred million in the next ten years. Under such circumstances, as for the clothing industry, along with the gradual increase of obese people, regular clothing is becoming more and more popular. market demand Will shrink year by year, the entire garment market is bound to face the reshuffle of the industry situation. Therefore, as a famous clothing Province in Henan, we can not turn a blind eye to the huge cake of the "fat man garment industry". We should also cultivate and develop this market under the guidance of relevant government departments and trade associations, while providing services for the "fat people" group. At the same time, we will further promote the economic development and market prosperity of our province's garment industry.