Actively Changing Japanese Swimsuit Enterprises To Actively Cope With The Market

Under the backdrop of the global economic downturn, the sense of crisis of Japanese swimsuit manufacturers is strengthening.

Swimsuit sales have been decreasing since 1997 and 1998, and the market size is decreasing.

Some women's clothing production and sales enterprises said that if the idea and practice of the past were to continue, the sales scale of swimsuit was difficult to maintain.

Therefore, swimsuit manufacturers began to actively seek countermeasures, such as increasing the use of high-tech materials, developing new brands, new formats, and developing overseas markets.

According to the insiders, the pattern of swimsuit market is changing quietly, and affects the product development of fabric production enterprises.

Despite the fact that there is no precise statistics, swimsuit industry authorities say that the total size of the 2008 swimwear market is about 21 billion yen, which is only about 4 of the peak season.

In the past 10 years, the sales of swimwear in department stores have been serious.

Starting from 2001, sales of bathing suits in department stores continued to decline, and the drop in 2008 was more than 10%.

In 2001, swimwear sales exceeded 100 million yen in 22 department stores, and only 5 in 2008.

In 2001, sales of women's swimwear in department stores that sold over 100 million yuan decreased by 62% in 7 years.

An important reason for the decline in sales of swimwear in department stores is the rise of other formats.

Over the past 10 years, the market share has increased significantly in swimwear chain stores three love, clothing shopping mall, pill well and comprehensive supermarket Yong Wang, and the market share of 3 enterprises has exceeded 10%.

The customer groups in department stores are gradually dispersed, and career women and young women are more willing to buy swimsuits in clothing stores, station buildings and boutiques.

Young women and professional women have always been the main consumers of swimsuits. They are also the most competitive customers of retail businesses. The three love, pill well and Yong Wang have launched an unprecedented competition for customers, and some small and medium-sized swimsuit retailers have joined the ranks of competitors.

The key to expanding market share for swimwear retailers is professionalism.

Insiders say that if enterprises can not be directly responsible for production and sales enterprises, retail enterprises will hardly survive, and the decline of department store swimwear sales is due to the traditional form of consignment.

It can be said that with the lessons learned from department stores, swimsuit manufacturers and sales enterprises need to work hard in their own businesses.

Three love: actively develop new customer groups. As a clothing manufacturer, three love company has put forward the slogan of "three love for swimsuit". Every summer it will open 100 stores around Japan.

From the perspective of customer distribution, three love customers include not only young people aged 10 to 30, but also middle-aged female customers.

But three love is not satisfied. It is considered that it is necessary to open up new customer groups. In 2009, a new brand for elderly customers over 60 years old was launched.

Three AI company swimsuit business department is responsible for the wholesale and retail business of swimwear. This year's "three love swimsuit" and "department store swimwear store" have achieved good results.

However, due to the shrinking sales of bathing suits in department stores, the three love swimsuit wholesale business is facing some difficulties.

The head of the company believes that if we can not adjust the commodity structure against market changes, three love will face the risk of declining sales, so we put forward the idea of developing new customers through creating new brands.

The new brand name is named "SUMINE", which is mainly aimed at the elderly people aged over 60 years old.

According to the introduction, SUMINE has been adjusted in terms of product design according to the physique of the elderly, and the sales period is not limited to summer. Preliminary consideration is given to the sales pattern of "summer sports in swimwear stores, autumn and winter in sporting goods stores".

The new brand bathing suits are all produced in Japan, priced at around 17 thousand yen each, and the sales revenue will reach 100 million yen in 3 years. The wholesale business facing department stores will become the key to the success or failure of the business.

MIULAN: actively developing overseas markets, MIULAN is a company that specializes in producing and selling fashionable swimwear.

In 2008, the company launched an overseas strategy with the specific content of "5 years of building a retail base in Asia and then entering the European market".

Last fall, the company took part in events such as underwear and Beach Wear Exhibition, MODE CITY and so on in Paris.

Today, with the shrinking size of the swimsuit market in Japan, MIULAN has focused its attention on overseas markets.

The reason why he chose to launch the overseas strategy in this period is that the company believes that the swimsuit market in Japan is nearly saturated.

Although MIULAN also achieved double growth in sales and profits in 2008, due to the dim market prospect this year, the company has decided to compress the sales outlets in Japan to the scale of "clothing shopping malls, 30 commercial stations and 8 department stores" and no plans to enter shopping centers and outlets.

Attending the exhibition in Paris is the first step of MIULAN's overseas strategy. Its main purpose is to enhance brand awareness and influence.

During the exhibition, MIULAN's "Peak & Pine" brand swimsuit attracted the attention of the European industry, and trade talks with 60 enterprises, and signed wholesale supply agreements with 5 countries and regions.

On the Asian market, the Peak & Pine brand swimwear has opened stores in department stores in Hongkong and Shanghai since the summer of 2007, and plans to enter the Singapore market this year.

In addition, the company also plans to find suitable commercial facilities in Taiwan, China. In the past 5 years, the 4 shops will be cultivated as "Asian flagship stores" and will be ready to enter the European market.

Under the background of the shrinking of the market size of the environmental protection swimsuit fabric, the product differentiation has become one of the main strategies of the fabric production enterprises.

In 2009, materials with special functions such as ultraviolet radiation were sought after, becoming the first choice for swimmers and indoor sports enthusiasts. Clothing manufacturers also increased the planning of similar products.

The "Rash Guard" fabric introduced by Dongli company has been concerned by swimsuit manufacturers since its inception. It is expected that sales in 2009 will grow by 50%.

The most popular product of this series is cationic dyeable polyester fiber "Trintee UV", with extinction function at the same time.

In addition, PTT fiber knitted fabric, waterproof function "Carlyle" and other products have also been widely used.

Asahi Asahi believes that the tight swimsuit for swimming in the swimsuit market is welcome, and the potential of the relaxed swimsuit approaching fashion can not be ignored.

It is worth mentioning that Asahi has also increased its anti UV function in its 2009 swimsuit fabrics.

In addition, the company also launched an environmentally-friendly fabric "Teramac", which is a polylactic acid fiber made from corn and its natural decomposition is better.

With the improvement of people's awareness of environmental protection, the performance of this product is worth looking forward to.

YAMATOYA, a subsidiary of Komatsu refining group, is also planning to launch new swimsuit fabrics with antibacterial and fast drying functions.

More clothing investment information, click here to enter the responsibility editor: Wang Xiaonan