The Weather Is Getting Hot And Swimsuit Market Is In Confusion.

< p > the weather is getting hotter, and the people who go to the swimming pool are getting more and more. The swimwear counters in the major shopping malls should be in the peak season of sales. Especially, the popularity ratings of the two star "diving" program recently launched by two satellite TV viewers are more attractive to the audience.

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< p > < strong > puzzle 1: the limitation of swimsuit cognition < /strong > < /p >

< p > in the Beijing market, not only have swimmers made in Australia, France, Germany, Italy and other places, but also the domestic swimsuit brand is equally dazzling and has a good sales momentum. Among them, HOSA, AI, Zhou Ke, Kai Di long and Jin Xue Er have become the leading brands of domestic brands, and the sales volume is obviously ahead of other swimwear products. At present, the mainstream price of the market is around 300~500 yuan.

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< p > reporter recently visited some shopping malls in Xidan Business District of Beijing, and the counter for bathing suits was slightly deserted.

Whenever a customer approaches, the salesperson will greet him with a warm welcome to ask "what style of swimsuit do you want to choose". When the customer can not specify the swimsuit that he wants, the salesperson will always add "what price do you want to buy?" the reporter noticed that the salesman asked "price" instead of "functional and suitable occasions", which reflected the limitations of many people's cognition of swimsuit to a certain extent.

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< p > the salesperson told reporters that the customers who came here are mainly middle and high income classes and students who are mainly white collar.

These people are divided into three categories: one is the professional function of swimsuit, and the swimsuit can be selected according to its function.

The second is the entry-level enthusiasts, the swimsuit style, fabric function and so on.

The third is that he hardly knows how to swim. He buys swimsuits for "face Engineering" and blindly believes in famous brands, such as Australia's world famous swimsuit brand Speedo (Speedo), Arena of France or the swimsuit brand HOSA (Hosa), which was born in Hongkong.

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< p > industry experts point out that there is another misunderstanding in Chinese swimsuit.

Swimsuit is only worn in swimming. Apart from professional sports brands such as Speedo (Speedo), swimmers have little difference in function. Swimsuits in general within a few hundred dollars are basically not functional differences, and brand swimsuits are generally of better quality and style.

Today, when the boundary of a target= "_blank" href= "http://www.91se91.com/" > dress < /a > is getting more and more blurred, it is thought that swimsuit is suitable for seaside. The swimsuit can be divided into athletics, life, performance, sexiness and bikini. It can be said that swimsuit has already realized "fashion, entertainment and life" and has become the main single product of fashion modeling.

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< p > < strong > puzzle two: embarrassment of brand and price < /strong > < /p >

< p > on the other hand, consumers believe that swimsuits are slightly inferior to domestic swimsuits in terms of swimsuit brand awareness.

At present, HOSA and AI are well-known brands, but most of the imported brands do not have many popular brands, and have not built up a big image like Speedo (Speedo).

From the convenience point of view, the domestic swimsuit brand basically adopts the super commercial channel, and the brand store is also very common. However, the swimsuit that imports the brand is not very convenient, the stores are few, and the business super stationing rate is low.

From the point of view of sales, the three or four line brand bathing suits are mainly used in bathing suits, and they may not even be brand goods.

The reason is that the price of bathing suits sold in the mall is relatively high, while the price is three hundred or four hundred yuan, while the high price is seven hundred or eight hundred yuan, which is much more expensive than that in supermarkets and wholesale markets.

Some customers believe that the use of swimsuits is relatively short, and the replacement is very fast. One summer to buy one to two bathing suits is enough, in second years, and will buy new models, do not want to spend six hundred or seven hundred yuan to buy bathing suits in shopping malls, usually spend 10 yuan to supermarket, market or swimming pool, near the bathing place specializing in swimming goods shop to buy, although the quality is not comparable to the brand, but also enough to deal with a summer.

For swimwear sales in clubhouse, because consumers are less sensitive to price, they are willing to "create an atmosphere" and prefer a famous brand swimsuit.

In contrast, the status of foreign brand swimsuits is quite embarrassing.

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< p > industry insiders believe that when swimsuit market enters a stable development period, the competition of enterprises will enter the stage of brand competition from product differentiation and price war.

Publicity is very important for brand building.

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< p > < strong > puzzle three: difference of consumption concept < /strong > < /p >

< p > from the perspective of consumption psychology and consumption characteristics, foreigners prefer to be prominent and characteristic. They are not afraid of novelty. They are not afraid to subvert tradition and pursue independence. They do not like the same with others. Unlike Chinese people who like to follow suit on a large scale, foreigners want to shape themselves into a unique and unique individual through consumption.

This is also true of swimsuit consumption.

Most people's consumption view is conservative. Especially in the era of online shopping, "follow suit" has become a more practical shopping rule.

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< p > according to the experts, most of the swimwear replacement frequency of most consumers in China is once a year, and a few consumers change it twice a year, which is obviously different from those in developed countries such as Europe and America.

Swimwear has become a fast fashion product in the international market.

In addition, there are many bikini styles in foreign swimsuits, while Chinese are mostly connected, divided or skirt style swimsuits. Compared with bikini, there are more materials and relatively high cost. In some ways, the traditional concept of consumption also restricts the development of the domestic swimsuit market.

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< p > < strong > puzzle four: "old money" is still evergreen < /strong > < /p >

< p > what kind of swimsuit is the most popular in China? According to Taobao swimsuit sales data analysis, in the past two years, with the strong return of retro wind, bikini is no longer alone in the field of swimsuit. Swimmers return to the conservative trend obviously. More women favor conjoined swimsuits, which account for 60.1% of total sales in 2010.

Bikini accounted for 39.9% of the turnover.

However, women's Bikini complex is hard to give up after all. Shanghai, which has always been in the forefront of opening up, ranks first among bikini provinces and cities.

From the provincial ranking of merchant turnover, Liaoning merchants ranked first in the national provinces.

Especially in the most popular swimsuit recommendation, most of them are from Huludao, Liaoning. They are loved by buyers because of their novelty and low price.

Apart from Liaoning, Zhejiang, Shanghai, Beijing and Guangdong are also the main gathering place for swimsuit businesses.

From the statistics of conjoined, split, bikini, and various styles, the skirt style swimsuit is undoubtedly the popular choice at present.

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< p > < strong > puzzle five: who can become the protagonist < /strong > /p >

< p > in recent years, China has emerged three swimsuit production bases in Liaoning, Xingcheng, Fujian, Jinjiang and Zhejiang Yiwu, with nearly 200 thousand employees, and 420 million swimsuits per year, accounting for 39.7% of the world's total output, of which 200 million are sold to the domestic market.

At the same time, China swimsuit is well received by the international market due to its high quality and reasonable price. The share of Chinese swimsuit in the international market is expanding.

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< p > with the rapid development of tourism industry and hot spring industry and the enhancement of people's awareness of swimming, China's swimsuit consumption will continue to grow at a high speed in the next 10 years and become one of the biggest growth industries in China's apparel industry.

China's swimsuit market competition will also become more intense with the entry of many international brands.

From last year's Shanghai international underwear swimsuit accessories exhibition, we can see that the share of international brands has greatly improved compared with the previous swimwear. Many famous international beach wear and swimsuit brands, including MARYAN MEHLHORN (Germany), AGUA BENDITA (Columbia), JOG SWIMWEAR (France), EXILIA MARE (Italy), BALNEAIRE (China), LISE CHARMEL (France) and so on, have all participated in this exhibition.

According to the organizers, it is no coincidence that the swimwear market is hot. On the one hand, the famous swimwear brands in China are few. On the other hand, with the improvement of the quality of life of Chinese consumers, the demand for swimsuits is increasing. In addition, almost all the women in the world will use swimsuits in their holidays. Each person has about 3~5 sets per year, so foreign brands can see China's huge potential market.

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