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Shenzhen SIUF Exhibition Milestone: Fun Underwear San Dias Breaks The World With 100 Billion Market Bonus Awaiting
On March 25, the 20th China (Shenzhen) International Brand Underwear Exhibition (SIUF) will be grandly opened in Shenzhen International Convention and Exhibition Center. With the core positioning of "all kinds of close fitting clothes", this exhibition introduces the sub categories of sexy underwear for the first time, marking a key step towards diversification and internationalization of this traditional exhibition. As the first brand in the history of the exhibition to hold the show of sexy underwear in public, Sandias will take "Taboo Carnival" as the theme, bring intelligent interactive underwear, artistic sexy clothing and other innovative products to the show, and inject pioneer aesthetics and technology genes into the industry.
After 20 years of development, Shenzhen Underwear Exhibition has become the largest underwear industry event in the world. In 2023, the turnover of the exhibition will exceed 8 billion yuan, attracting more than 220000 visitors, of which professional buyers account for nearly 40%. The breakthrough introduction of the sexy underwear exhibition area not only echoes the trend of market consumption upgrading, but also provides golden opportunities for all parties to seize the 100 billion level adult products market.
Market analysis: The adult goods track broke out, and the sexy underwear became the growth engine
In 2024, the global sexy underwear market will reach 23.7 billion dollars, with a compound annual growth rate of 9.7%; The scale of China's sex toy market has exceeded 200 billion yuan, of which the annual growth rate of sex underwear is 35%. Data from Tmall, JD and other platforms show that the growth of high-end products with both functionality and design is significant, and smart toys and artistic underwear have become new consumption trends. Cross border e-commerce ushers in globalization opportunities, and social e-commerce platforms such as TikTok further broaden market boundaries. Taking the rose shaped massager as an example, it ignited the world through differentiated design, and the sales of a single model exceeded 100 million dollars, verifying the potential of "beauty economy" and "emotional design" in adult products. The rise of cross-border e-commerce provides a low-cost opportunity for cutting-edge brands such as Sundance to reach the international market.
Pan Zong, the head of the brand of Sundance, said that in the market of sex products, women dominated, accounting for more than 70%. Women turned from "pleasing others" to "pleasing themselves", pursuing products that integrate safety, comfort and design aesthetics. The "Bluetooth Interactive Underwear" and "Warm Touch Lace Set" featured by Sandias are meeting this demand through intelligent technology and artistic design. At the same time, with the rise of Generation Z, young groups are more willing to pay for personalized and social attributes. Sandias' "heartbeat sensitive underwear" and other products transform private physiological data into LED light art expression, which is in line with the pursuit of "technology+emotion" experience of Generation Z.
The first highlight of Saint Dias: from product innovation to cultural empowerment
In this exhibition, the "boundary breaking" logic of Saint Dias will bring a new perspective to the industry from product to culture. The reporter learned from Saint Dias that the brand follows the balance of artistry and functionality in design innovation. Inspired by "deconstruction", the series released this time by Saint Dias combines traditional lace with scientific and technological fabrics, and integrates intelligent interactive functions such as adjustable light and temperature touch. For example, a bra that focuses on "couple interaction" is connected to mobile APP through Bluetooth to realize remote control and scene experience, echoing the consumption trend of "smart interest" in the industry report.
In terms of cultural narrative, it changes from "secret consumption" to "self-expression". The brand cooperates with cutting-edge artists to create a show vision, combine sexy underwear with lighting art, and convey the concept of "body autonomy" and "pleasure legitimacy". This coincides with the strategy of "original design strength" promoted by Shenzhen Underwear Exhibition in recent years.
Industrial revolution behind a show
The transformation signal of Shenzhen Underwear Exhibition: diversification and internationalization
Shenzhen Underwear Exhibition has always focused on traditional categories such as bras and home clothes, but in recent years, it has continued to introduce innovative elements such as sports underwear and scientific fabrics. The participation of Saint Dias marks the first time that the exhibition has brought sexy underwear into the mainstream display category, reflecting the deepening of the sponsor's positioning of "all kinds of intimate clothing".
Relying on the "Big Buyer Club" and cross-border resources, the exhibition will provide opportunities for Sundance and others to contact global buyers. For example, TikTok head selection team, European and American independent station operators, etc., accelerate their global layout.
The debut of Saint Dias is not only a milestone of the brand, but also a landmark event for the diversification of China's underwear industry. When the sexy underwear moves from the background of e-commerce to the exhibition runway, it is behind the liberation of consumer demand, the rise of design power, and the expansion of business ecology. The debut of Saint Dias is not only a brand milestone, but also an excellent opportunity for dealers to enter the 100 billion market of adult products. As the sponsor of Shenzhen Underwear Exhibition said: "The future underwear industry is a pioneer who dares to deconstruct taboos and embrace diversity."
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