China Swimwear Industry Needs Famous Brands

When investigating the swimsuit market, reporters found that there were few brands that could make consumers call names.

The swimsuit industry in China is in a state of disorder. Most swimsuit enterprises are seriously homogenized in their product image and market image.

Compared with other garment industries, swimsuits are not linked to fashion clothes. Why?

Price disparity

Recently, reporters visited several shopping malls in the city and some sporting goods stores selling swimsuits. They found that the quality of swimsuits varied greatly, and the prices were quite different. Some swimmers sold in small shops were "three noes" products, which brought security risks to consumers.

In several large shopping malls, the price of the cheapest swimsuit is basically over 20 yuan, and the price is two hundred or three hundred yuan, or even more than 1000 yuan.

"Expensive swimsuits are mainly bought by young couples."

The staff of the mall told reporters.

In a sporting goods shop, there are large quantities of bathing suits, goggles and lifebuoys on the shelves.

The boss told reporters that this year's fever is relatively early, and it often appears at 35 degrees Celsius. The swimming pool has also been opened, and more and more people are buying swimming equipment.

"Business will be better in July. The highest daily sales in the past year will be nearly 1000 yuan."

Reporters found that some stores selling grocery stores also started their bathing suit business. Swimsuits, swimming goggles and swimming rings of various styles stood in a prominent position.

Through understanding, swimsuits are basically below 50 yuan, and the cheapest men's swimming trunks are only 5 yuan.

The reporter picked up some swimsuits and looked at them, and found that some cheap swimsuits were colorful, but most of them were thin and rough.

Most of the "fabric" columns marked on swimsuit labels are marked "nylon 80%, spandex 20%". The shopkeeper said, "swimsuits are basically made of this fabric, and cheap and expensive swimsuits are written in this way."

Swimsuit quality still needs to be investigated.

China's current "

Fabric standard is the only standard followed by swimsuit industry, which largely supports the overall quality improvement of swimsuit fabrics and swimwear industry in China.

However, the actual quality of swimsuit industry in China has to be worried.

It is understood that swimwear has maintained a high rate of failure in many quality inspection results.

The data showed that the fiber content and the elastic elongation of disqualified products were the main factors.

However, in real life, the vast majority of consumers do not take these unqualified factors seriously.

In the eyes of consumers, the style of swimsuit is the main factor deciding whether to buy or not.

As for fabrics, whether the quality is qualified or not basically care much.

This summer, "swimsuit is not close to the body, almost gone." "bathing suit is too close, almost dew point."

It has become the focus of complaints and has become a topic of conversation in the streets and lanes.

A woman spent 50 yuan on the booth to buy a swimsuit without any origin or any quality mark.

After swimming, she found that the bathing suit was all attached to her body. Under the sunlight, she felt that her clothes seemed to be pparent and had to go ashore awkwardly.

Swimsuits of unsatisfactory quality, because swimsuits are broken, too tight or dew points will inevitably embarrass consumers.

In contrast, some brands of swimsuits are of high quality, but they are expensive and have been in a state of self admiration.

Therefore, some experts say that the swimsuit industry wants to develop healthfully. Besides the relevant functional departments to increase the intensity of investigation and treatment of poor swimsuits on the market, brand swimsuit enterprises must also start from themselves, further improve product quality, expand sales channels, increase sales volume of brand swimsuits, strictly control internal management, reduce production costs, thereby reducing product sales prices, and gradually occupy and consolidate market share. I am afraid that is the fundamental solution to the current dilemma of brand swimsuit.

Lack of professional salesperson

Swimsuit styles, fabrics, colors and so on are constantly changing.

Faced with a great variety of bathing suits in the store, consumers are overwhelmed with inability to start.

However, compared with other clothing products, professional swimsuit guides are few.

It is hard to see that there are knowledgeable and proficient shopping guides in front of the swimwear counters in general scale, grade department stores and supermarkets.

Miss Li, who works in a small company near Xiao Bai Lou, went swimming with her friends early on the day off, before going to the department store to buy two bathing suits.

Miss Li went around the shopping area of the shopping mall and did not find the shadow of the swimming suit.

Later, Miss Li pondered over the fact that this swimming suit had few fabrics, and that it might be considered as a category of underwear products.

So she came to the underwear counter on the third floor.

Unfortunately, there is still no swimsuit that she wants to buy.

After asking the salesperson, Miss Li suddenly realized that swimming clothes had been put into the category of sporting goods by this department store.

In the sporting goods area, Miss Li found all kinds of bathing suits.

Apart from the different colors, only the styles are connected, square, high waist, skirt and split.

Wait.

Dazzling Miss Li began to lose sight of herself. What kind of swimsuit should she choose? She planned to ask the shopping guide for advice, but she did not see her figure when they looked around.

The shop assistant told her that the sales cycle of swimsuit had a great impact on the season, except for the summer months.

From the economic interests, no one has ever been willing to make a special swimsuit guide.

At the same time, careful Miss Li also found that most of the bathing clothes hung on clothes hangers had no tag.

Even the individual tags do not show the fabric composition of the swimsuit.

In desperation, Miss Li could only pick out a swimsuit that did not know whether she was fit for herself or not.

Domestic swimsuits lack brand names

Because of the market, consumption habits and other reasons, China's swimsuit has been in an awkward market position, and can not be linked to fashion.

But in turn, it is precisely because of the lack of brand effect, the market value of domestic bathing suits can not be improved.

According to the survey, ordinary consumers usually buy swimsuits in stores near swimming pools and bathing places which specialize in swimming supplies.

Another part is to buy at the sporting goods counter.

Because swimming requires more than swimsuits and other accessories.

For example, swimming circles, diving glasses, earplugs and so on.

Considering the convenience of buying goods, consumers will definitely go to a shop that can purchase all the needed items at once, instead of buying swimsuits exclusively for underwear stores, and then go to other places to buy items such as swimming rings.

In addition, the survey found that most consumers change their bathing suits once a year, and a few parts are replaced in two years.

Short use cycle and high replacement frequency make ordinary consumers reluctant to invest in "big price" to swimsuit.

Looking at underwear brands in underwear stores, the price tag is four hundred or five hundred yuan, even higher than 1000 yuan.

For swimmers, this fast-food consumer clothing product, the price of the brand swimsuit is obviously higher than the average consumer's psychological and economic affordability.

Every summer, in large supermarkets, ordinary shopping malls, and clothing wholesale markets, swimsuits of around 100 yuan have always been selling well.

It also reflects the objective needs of consumers and the ideal price of swimsuits in most people's minds.

We must say that the lack of brand effect is one of the reasons that the market value of bathing suits can not be improved.

Meanwhile,

It is also facing the tragic situation of being constantly "cloned" and "Shanzhai".

A brand name swimsuit enterprise has invested heavily in researching swimsuit that designers have worked hard to make.

Once listed, it is fast for two or three days, but slow for a week, and cottage products are springing up like mushrooms.

The copycat version of swimsuit is different from fabric, style and color.

This has also greatly affected the sales of branded swimsuits and hindered the long-term development of brand swimsuits.