The New Trend Of Beach Wear Has Sprung Up.

Beach wear is China's clothing industry.

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After further subdivision of clothing, the product expands and extends its connotation 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.

Lacking brand

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.

Xiaoxia is a native of Xingcheng. He quit school in the 90s and worked in the economically developed areas of the South as early as last century.

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.

As a result, Xiaoxia resigned from the work of a young man, resolutely resigned from his work and went back 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, Xiaoxia still had to take the place to sell it on 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.

Xiaoxia, relying on such a single fight, gradually accumulated a little starting capital, 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.

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After slowly digging the first barrel of swimming suit in the small workshop style, Xiaoxia was in the swimming pool.

Under the guidance of the relevant departments, land acquisition and construction, and the introduction of advanced production equipment, successfully completed the pformation from family workshop production to factory scale and large-scale swimming suit enterprises.

Xiaoxia'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 Xiaoxia, who has experienced a short and brilliant summer, began to be "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.

Xiaoxia 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, Xiaoxia's clothing factory is just like this kind of business.

It is understood that the upstream raw materials such as fabrics, accessories and even accessories for Xiaoxia to produce beaches and other products all rely on purchases from the southern coastal areas.

Orders for some high-grade products need to be imported from abroad.

After the raw materials were shipped back to Xingcheng, Xiaoxia's employees were 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, Xiaoxia's enterprises are 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 Xiaoxia factory is an example of the representative production of beaches.

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.

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In the early summer of 2012, Ms. Zhang stayed in Dalian on a business trip.

In her spare time, she planned to go to the beach and walk on the sand to realize the rare freedom and leisure.

Before she went, she went shopping and looked for the 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.

This department store has a beach dress fair, 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 is cheap but the style is 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 pform 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.

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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.