Chinese Underwear Develops Rapidly In Transformation

See a leaf and know the autumn. underwear industry The rapid development is also a reflection of China's economic development. While pursuing the rapid economic development, people pay more and more attention to the quality of life, and more and more enjoy the health, fashion and personality brought by underwear. The demand for medium and high grade underwear is on the rise. The brand underwear market will become the trend of the future professional market.

A few days ago, the SIUF2014 China (Shenzhen) international brand underwear exhibition ended at the Shenzhen International Convention and Exhibition Center. The exhibition highlights the oriental culture and the characteristics of cross-border integration and the whole industry chain. China Spin Zhang Li, vice president of the Federation of industry, said: "some enterprises tend to focus only on one aspect, lack of comprehensiveness and systematicness in carrying out brand work, lack of necessary coordination and coordination among departments, lack of joint efforts, lack of brand development strategy and long-term planning, so as to ensure the sustainable development of brands. In today's economic globalization, enterprises need to have an international perspective to create brands, actively go abroad, participate in international competition, expand the brand's influence in the world, and create the brand's international image.

More than 500 exhibitors from underwear, accessories and machinery industry exhibited at the exhibition. The area of the exhibition hall increased significantly compared with last year. The total area increased by 20%, reaching 58000 square meters. Compared with the first exhibition of nearly 5000 square meters, the exhibition area increased by more than 10 times this year. The underwear exhibition attracted more than 50 thousand professional spectators, including 28% of underwear manufacturers, 18% of wholesalers and distributors, and 15% of franchisees. At the current SIUF event, the world's largest underwear manufacturer, Jeanne, the chairman of the Shenzhen underwear industry association, Anli Fang and related industry cluster Yanbu, Zhongshan and Shantou enterprises came on the scene. At the same time, they also brought together many famous brands at home and abroad, including love, Asahi Shing, YKK and so on. Some new faces have also appeared for the first time in underwear exhibitions, such as China's largest fast fashion underwear brand city beauty and Industry Cluster -- Hongkong underwear Association and Fujian Changle lace branch.

Inheriting Oriental cultural characteristics

Since the sixth underwear exhibition, the theme image created by China international underwear culture week has impressed the industry deeply, such as the "China, the world" and "blue and white China" in 2011, the paper cutting culture of "culture, communication and impression" in 2012, and the ink and wash in 2013. This year, the underwear exhibition combines the underwear classics of Chinese history. Clothes & Accessories The belly button and the Chinese culture essence facial make-up put forward an innovative idea: to make a belly pocket that carries Chinese culture, so as to promote the Chinese underwear brand to the world and realize the world dream of Chinese underwear. Zhang Fengwei, Secretary General of the Organizing Committee of lingerie Exhibition clothing The Times reporter said: "underwear is not as simple as some people think of" only two pieces of cloth, "which contains unique cultural characteristics.

What is particularly noteworthy is the fashion show worn by the opening ceremony of the underwear, which is well-known by the old silk fabric enterprises and Tai Xiang. Designer We have designed dozens of exquisite belly bags to show people the perfect combination of traditional national craft and modern popular elements, art and fashion.

The annual awards ceremony of the channel merchants; the three major events -- the finals of the three Chinese underwear supermodel draft contest, the 2014 second charming Oriental China underwear creative design competition finals, the second snow fairy fashion home design competition, the fashion show, the world's top underwear show, the Chinese underwear leader brand "Anli Fang" fashion trend, and so on. Five forums -- "big changes, great integration, great development", China Underwear Industry Development Summit Forum, "win win in design" China underwear design and fashion trend forum, "O2O and new form of e-commerce" Chinese underwear e-commerce forum, "post wave" China brand underwear dealers Summit Forum, underwear industry development trend of the K8 terminal profit mode decryption, and so on. Two during the lingerie exhibition, apart from holding many brand underwear special shows, there are still many large events to be concerned about: the two grand ceremony -- 2013 ~ 2014SIUF China underwear industry annual awards ceremony and 2013 ~ 2014SIUF Chinese underwear. It is worth noting that in the annual awards ceremony of the Chinese underwear industry, the Organizing Committee awarded the "China underwear industry Lifetime Achievement Award" to the founder of the Li Fang Group, in recognition of his outstanding contributions to China's underwear industry. At the same time, an Li Fang Group was awarded the "China underwear industry annual public welfare award". The brand of the mother brand, an Li Fang, was awarded the "China underwear industry annual achievement award". Its young fashion FENDY poetry brand was awarded the "ten largest brand award of the Chinese underwear industry". The growing fashion brand E-bra has won the "China underwear industry annual fashion brand award" and has become the biggest winner of this underwear exhibition.

　 Industry competition to strengthen joint industrial chain

The whole industry chain features on the underwear exhibition. Vijani, the world's largest underwear mold maker, and some upstream and downstream industrial chain enterprises such as lace, accessories and enterprises, and zipper machinery manufacturing enterprises are exhibiting.

Lace news is often a delight. This year's underwear exhibition in Shenzhen has a large area of "lace", which refers to the important accessories of lace -- lace lace. Changle, Fujian, is the most famous town of warp knitting and the largest lace weaving base in China. The value of lace is 70% of the total value of lace. The former lace industry cluster has little to do with underwear exhibition, and has been developing along its own track. As the market matures and competition intensifies, enterprises generally feel the importance of vertical and horizontal integration. The large scale group exhibition in Changle, the local famous lace enterprises gathered in Shenzhen, on the one hand shows that Shenzhen underwear exhibition after nearly two years of "extension", on the upstream and downstream industry chain has attracted; on the other hand, the industry concurrence era, more enterprises need to "go out" to see the world. Although the lace industry is small, the impact may be great.

At the underwear exhibition, the high tech patented Manila bra sterilizer has attracted much attention and has become the star of the exhibition. The fashion Times reporter found that various professional underwear industry chain products, such as Manila Sterling chest, baby underwear thermostat, underwear washing liquid, bra and so on, have attracted the attention of many spectators. {page_break}

　　 Industrial cluster underwear famous town strong attack

Lingerie exhibition is indispensable to underwear industry cluster and underwear town. Among the 15 leading consumer brands of underwear in China, 7 of the "underwear towns in China" accounted for salt. The salt step of this group is the earliest production underwear area in China, and now it has become one of the most concentrated underwear industry clusters in China.

Shantou Chaoshan area is the largest in the country, the industry chain is the most sound, the most comprehensive underwear area, and 60% of the country's underwear production comes from here. However, the times are changing. The traditional practice has restricted the further development of Chaoshan underwear. Transformation and upgrading and changing brand awareness are the key to breakthroughs in the development bottleneck of Chaoshan underwear industry. Some Chaoshan underwear enterprises still remain at the primary stage in their understanding of brands. If they are accustomed to low price products, it is very difficult for them to have a fundamental improvement in their products. Naturally, they can not be upgraded to the stage of brand development. Many Chaoshan underwear enterprises have realized the importance of brand development, gradually changing the past wholesale and low-grade environment, and the old marketing and management mode.

Underwear is a small category in the clothing industry, and men's underwear is also a small category of underwear. Besides, the size of products is small, and men's underwear is a small and small industry category. However, the small is small, but the output is there. If this amount is mostly produced in a small town, it will be very impressive. About 75% of China's high-quality underwear and boxers are produced in Xiaolan Town, Zhongshan City, Guangdong province.

　　 Hongkong underwear enterprises focus on Mainland

The underwear industry in Hongkong, China has always had a huge export volume. The Hongkong underwear Association will hold nearly 100 underwear companies to join the Shenzhen lingerie exhibition. Huang Qizhi, chairman of Hongkong underwear industry association, said in an interview: "the current underwear industry in Hongkong is facing fierce competition in the international market. Many Hongkong underwear enterprises begin to shift the focus of market development to the mainland, and many overseas underwear brands aim at the mainland market."

"Shenzhen is the fashion capital like Beijing, Shanghai and Guangzhou. The apparel industry chain is perfect and design talents are gathered. In addition to outstanding processing capacity, Shenzhen also has strong underwear design and R & D capability. The R & D base in Shenzhen will not only make full use of Shenzhen's human resources and industrial advantages, reduce R & D and production costs, but also quickly understand the needs and characteristics of the mainland market through Shenzhen. Huang Qizhi said that not only is the establishment of the foundries, but now Shenzhen has also become the first choice for many Hongkong underwear enterprises and foreign underwear enterprises to establish R & D bases.

In Huang Qizhi's view, Hongkong has the leading edge of the procurement center. This group shows that the cooperative relationship between Hongkong and the mainland has changed. Hongkong was previously processed on the mainland, and most of its products were exported. Now, in the international market downturn, Hongkong is increasingly focusing on the huge domestic market, and the cooperation with the mainland is also developing in a different direction. Further in-depth cooperation between the two countries will achieve the effect of "complement each other" and jointly enhance the competitiveness of China's underwear industry in the world.

　 Reporter's notes

Underwear industry fast fashion, direct marketing, electricity supplier O2O, cross-border marketing, retail full channel mode, capital listing, export to domestic sales and other phenomena frequently. The development and purchasing power of China's underwear consumer market has stimulated and led the industry's trend. The industry change in the future is the trend of the times. The transformation and upgrading of traditional industries urgently need to integrate and divide their own industrial chains. How to innovate thinking and cut tail to survive is a topic that the industry needs to solve. Nowadays, the era of underwear market is further segmenting, individuation development and hundred flowers bloom. The changing underwear industry is looking forward to further integration and development.

In 2014, the underwear industry changed suddenly and the market share increased. industry With the rapid development of the market, the underwear industry needs more reform. Some experts predict: "soon after, 20% of the business will occupy 80% of the market share!" this prediction will become a reality? We will wait and see.