Beaches Are Now In A State Of Three Shortage.

Beach wear is our country. clothing In the industry, swimsuits and underwear clothing are further subdivided, and the product expands and extends on the basis of swimsuit. Simply put, beach clothes are the clothes that people enjoy when they are sunbathing on the beach. They are similar to casual clothes, often with swimsuits. Its style is more varied, including dress, jacket, blouse, hot pants, apron and shawl.

At present, many design competitions in China's clothing industry involve the multi name of "beach underwear competition". It is not hard to see that the underclothes of the industry are associated with underwear. In fact, the boundary between underwear, swimsuit and beach dress is very vague, whether it is at home or abroad. It can be said that bathing suits beautify the sea, while beach clothes adorn the beach. Sea water is always connected to the beach. Swimsuits and beaches also have many similarities. Sometimes they do not need to be deliberately separated.

　 Lack of brand beaches

With the change of people's consumption concept in China, traveling to the seaside holiday has gradually become a habit. Beach wear is beginning to be recognized and understood by more and more consumers. When it comes to beach wear, especially young people, you can easily say a few brands such as SUNDEK, Ocean Pacific, Victorias Secret and so on. However, it is hard for us to find the brand of domestic beaches that consumers are familiar with.

It is understood that China is the largest swimsuit and beaches in the world. Swimwear and beach wear account for more than 70% of the world's annual output. However, due to the large number of enterprises, small scale of production, low level of technology, poor quality of products and the backward construction of independent brands, etc. This has led to the current situation of the beaches in China. At present, the high-end areas in the domestic beaches market are still occupied by foreign brands. This is an embarrassing situation and a cruel reality. It can not help but embarrass our beach industry.

Xingcheng city of Liaoning is one of the three famous production bases of swimsuit and beach wear in China. Zhai Jian, a native of Xingcheng, dropped out of school in the late 90s of last century to work in the economically developed areas of the south. After several years of processing in some textile and garment factories in Zhejiang, he found that swimsuit production and processing investment is low and its technical requirements are low, and its entry threshold is very low. At the same time, he also realized that his hometown, Xingcheng, became a famous resort in the north in the 70s of last century because of its abundant hot spring resources, famous Ming Dynasty ancient city and beautiful seaside. And the seaside tourism holiday project here has also been developed earlier.

Therefore, Zhai Jian resigned his job resolutely and resolutely and returned to Xingcheng to prepare for it. A small house less than 30 square meters was rented in a shanty town. He bought a cloth and rubber band to make his own Swimsuit by himself, relying on his craft in Zhejiang garment factory. After the swimsuit was produced, Zhai had to sell himself to the beach with tourists.

At that time, China's overall economic environment was very suitable for the development of individual entrepreneurs, the basic situation is that as long as there are products, we can not sell. Zhai built up a little starting capital by relying on such a single fight, then began to hire some workers and began to gradually expand the scale of production. At the same time, the scope of his sales began to expand to the surrounding cities, and began to hire specialized salesmen to travel north and south, and sell their swimsuits to the whole country.

After digging the first barrel of gold in the production of swimsuit from the small workshop style, Zhai Jian, under the guidance of the relevant government departments, began collecting land and building factories, and imported advanced production equipment, and successfully completed the transformation from family workshop production to factory scale and large-scale swimming suit enterprises.

Zhai's experience is actually a microcosm of many swimsuit enterprises in Xingcheng. Today, there are about 350 swimsuit enterprises in the area, and become an important part of the East (China) North Textile and garment industry belt, one of the three major textile and garment industrial belts in China.

However, some achievements have been made, and Zhai Jian, who has lived through a short period of brilliance, began to feel "defeated by victory". After hearing several lectures from a well-known economist, he decided that his own business should go on the road of "diversification", so he began to expand to underwear, beach wear and other industries. In a short period of time, the size of his company expanded and the number of employees increased exponentially, and its products began to be exported to Europe, America, Japan and South Korea. With the rapid development of domestic economy in recent years, swimsuits, underwear and beach wear have brought him a lot of profits. Zhai has been immersed in the joy of success for a long time without realizing the potential risks of the enterprise.

The international financial crisis, which began in 2008, has directly affected all aspects of China's textile and garment industry. Among them, the biggest impact is the various foundry factories that earn cheap processing fees and the small and medium enterprises that earn low profits by producing low-end products. Unfortunately, Zhai's clothing factory is just like this kind of business. It is understood that the upstream raw materials such as fabric, accessories and even accessories are all purchased from the coastal areas of the south. Orders for some high-grade products need to be imported from abroad. After the raw material was shipped back to Xingcheng, Zhai's staff was mainly engaged in simple processing such as sewing. Most of the products earn a small amount of processing fees, while a small part sells them. Because of this, when he had a large number of processing orders, he did not realize that only relying on processing and selling low-end products, enterprises did not have their own brand, and naturally did not have the commanding point and the right to speak.

In addition, Zhai Jian's business is swimming swimsuit, underwear and beach wear with three heads. As the main character of management, he spent most of his energy on accepting orders and organizing production, but it was very weak for new product development, clothing design and product quality control. Because there is no R & D capability and no independent brand, once faced with external financial troubles such as financial crisis, it will be faced with the problem of life and death.

The situation of Zhai Jian's factory is a concrete example of the present beaches production enterprises. In Xingcheng City, less than 30 households have annual sales income of more than 5 million yuan in 350 swimsuit and beach wear enterprises. It can be seen that the construction of independent brands is a challenge that China's beaches industry has to face.

　 Beach bags lacking talent

For a long time, in China's consumers and even some operators, beaches are just one, two and three styles. However, in fact, from the development trend of beaches in the world, this superficial understanding is obviously wrong. Looking at the products of famous overseas beatwear brands, whether they are warm and gorgeous, wild and sexy, classic nostalgia, gorgeous seduction style, or the use of tribal prints, colorful patterns and even animal skin lines, they all reflect the fashion elements.

In the early summer of 2012, Ms. Zhang stayed in Dalian on a business trip. In her spare time, she plans to go to the seaside to step on the sand and experience the rare ease and leisure. Before she went, she went shopping and looked for a beach store.

In a large supermarket, Ms. Zhang found a special area for swimsuits. However, although the swimwear on the hanger has many colors, it has a single style. It basically consists of a pair of bathing suits, with two sections and a small number of three points. The only fashion that is "fashionable" is just a small skirt split swimsuit.

When she was at home, she had looked at pictures of beaches on the Internet countless times, and visited the website of the online shopping mall. The ankle length breast dress, the dress, the wide band, the Bohemia style straw hat, the indistinct bikini shoulder strap and the most romantic romantic silk print scarf in the beach suit can't be seen here. Mrs. Chang, who was unwilling to accept her heart, turned to the door of a department store. The department store has a beach wear monopoly, but what she sees is mostly foreign brands, and the price is too high. The whole set of beach wear has been roughly priced over 1000 yuan. For Ms. Zhang who occasionally goes to sea, the frequency of beach wear is not high. It is obviously not cost-effective to spend only 1000 yuan.

The beaches of foreign brands are fashionable but expensive. The price of domestic brands is cheap but their styles are lagging behind. This really gives consumers a big problem. In fact, there are two reasons for this phenomenon. One is that most of the beachwear manufacturers in China are outdated, and obviously underestimated the pace of domestic consumers' pursuit of fashion. Two, although a small number of beaches manufacturers in China are aware that the styles are lagging behind foreign brands, the lack of domestic beach wear designers, especially the outstanding designers, seems to be more than enough.

Excellent beach wear designers are few and far from recognized. Like other garment industries in China, the problem of shortage of talents in beach dress industry is still rooted in our deficiencies in training fashion designers. Our country should transform from a big clothing country to a strong garment country, and what can we do to accomplish this historic breakthrough? It is the only way to digest and absorb the advanced management and professional concepts of international fashion design education and gradually explore the fashion design education strategy with Chinese characteristics.

　 Beach beach without quality

The beach has been a story since ancient times. Maugham, a British novelist, wandered to the beach in Southeast Asia. He wrote the bestselling novel rain. The Russian writer Chikov also took the anecdote in the name of "green sand beach". Later Eric sloansone wrote the novel sandy beach and was also made a sensational movie. Therefore, beaches are also destined to be one of the most costumes in the clothing industry.

Although beaches come from swimsuits and underwear, they are more complex than others. It is understood that the quality problems existing in China's beaches are mainly due to inconsistent fiber contents and labels, unqualified stretch elastic elongation, and pH value and formaldehyde exceeding standard.

In early June 2012, Miss Zhou went to a sporting goods store to pick up beach clothes. Because she did not know much about the fabric and quality of beach clothes, she asked the shopping guide. The guide told her that the products in the bikini range of 20% of the spandex fiber belonged to the middle grade goods. This bikini has good quality, soft and elastic fabric, relatively dense cloth pattern, exquisite tailoring, but the price is slightly higher. Miss Zhou observed that the median price of the bikini was around 100 yuan, the price of the high-end brand was around 300 yuan, and the most expensive one was about 1000 yuan.

Later, Miss Zhou chose a yellow bikini with a price of 199 yuan and a landing skirt with a price of nearly 100 yuan. That afternoon, she went to the bathing beach to test the water in this newly bought beach dress. The white long skirt is really elegant and elegant under the sea breeze, and the yellow bikini suit under the long skirt is also refreshing. However, when she passed by a wooden chair on the beach, The skirt of the long skirt was blown up by the wind and hung on the wooden stubble on the edge of the chair. With the movement of her body, a broken sound came, and the elegant skirt was torn away by a big mouth and broken into two parts, becoming more elegant.

A new dress broke down in less than half an hour, and it was very abnormal for Miss Zhou. She thought that in general, wood stubble did not slip directly into two segments. So she took the broken skirt to find the merchant theory. After negotiations failed, Miss Zhou went to the relevant testing department for help. The staff told her that such a problem may be caused by the failure of the skirt to break down. However, clothing products that have been worn can not be tested. In desperation, Miss Zhou could only admit that she was unlucky.

In addition, it is understood that the problem that the fiber content of the swimsuit in middle and high grade swimsuit is inconsistent with the label is also very prominent, which is concentrated on the clothing products marked with spandex fiber. The main reason is that the price of spandex fiber itself is relatively high, and the price of clothing products added with spandex fiber is higher than that of similar products. Illegal traders in order to pursue huge profits, habitually reduce the use of spandex fiber, or simply do not use spandex fiber, and signs in the logo spandex fiber signs to cheat money. This is a question worthy of the attention of the vast number of consumers.

Beach clothes can release pressure and taste leisure time. With the change of consumers' consumption concept in China, the beach wear market also has great potential. Carry out the beach clothes to the end, so that every consumer can show their colorful colors, and the most important thing is to pay attention to product quality.