Analysis of two measures of underwear industry technology and fashion

According to analysis, the underwear industry has achieved a better sales this year, and sales have continued to grow year-on-year.

The status and trends of the underwear industry

So far, the overall sales of the underwear industry in China have performed well and sales have continued to grow year-on-year. According to the statistics of the China National Business Information Center, the year-on-year growth of retail sales of underwear in key large-scale retail enterprises in the year of 2011 and the first three quarters of 2012 was 3.19% and 1.09%, respectively. However, due to the impact of global financial crisis, appreciation of ***, technical trade barriers, rising prices of raw materials and other related factors, the export situation of the underwear industry is not optimistic. According to relevant statistics of China Customs, as of September 2012, the cumulative number of underwear exports was 696.694 million, and the cumulative amount of exports was USD 579.115 million, which was 6.9% and 4.1% lower than the same period of last year.

From the perspective of long-term development, the capacity of China's underwear market will gradually expand, and market competition will also become unprecedentedly fierce. Under the current situation that the overall gross profit of the apparel industry has declined, the profit margin of the underwear industry is declining. The share of low-end and middle-end underwear products will be increasingly occupied, and the demand for high-end lingerie will increase. Doing a good job of market segmentation to enhance the image of the product is still the development direction of underwear companies.

The current prominent problems in our underwear products focus on two aspects. On the one hand, China's underwear industry is less fashionable, and the positioning between brands is not very clear. On the other hand, the slow pace of innovation in China's underwear products and the singleness of marketing management methods also constrain the development of the industry.

During the "12th Five-Year Plan" period, China's underwear industry will face a more complex international environment, the increase in volume will no longer be the focus, and the improvement of quality and cultural connotation will become the key to the development of the industry. The development of underwear products is also increasing the technological content, while giving more of its fashion elements and cultural connotations.

The development characteristics of various categories of underwear industry

First of all, under the influence of the "green environmental protection" concept, consumers are more concerned about the product's fabric, product design, corporate environmental protection system and product design is more close to the human body Outlast, MIYAI, THERMGOEAR (St. Warm) and other technological innovation The use of sexual materials in underwear products will become a new highlight. The application of new materials makes underwear products more focused on comfort and environmental protection, as well as functional, health-care and sportiness.

Aimin has always maintained a leading position in the development and application of new materials. The main performances are two aspects, one is to maintain close cooperation with the most advanced yarn companies in the world, and the other is to conduct in-depth cooperation with domestic and international top fabric suppliers. Amore collaborates with collaborators in the development of exclusive use of yarns or fabrics and owns a number of its own intellectual property rights. Every year, Amore has more than 20 innovations in underwear technology, and some receive national patents. This not only promotes the development of the company, but also leads the industry to advance rapidly. In 2007, the company passed the "Beijing Enterprise Technology Center" certification, and enjoy the financial support provided by the government. Prior to the production of the product, Aimer had a very strict inspection process on the material. First of all, the product should be subjected to various tests, such as shrinking, fading, bursting strength, stretching, and fatigue. After passing through, make a sample to try it on. After trying on, observe the various properties of the fabric, all of which are qualified before the material can be set. Afterwards, the designer tries to deliver a special trial group to try it on. It must go through the same washing and try-on tests as when the material is tried on. It is inappropriate to go through a revision until it is appropriate.

Second, the home service "brighter", the situation is developing well. In recent years, the average annual growth rate of home wear has reached double digits, and the number of well-developed brands is more than 30%. After more than ten years of development, the home furnishing industry in China has gradually formed a more concentrated home clothing production base represented by Guangdong, Zhejiang, and Shandong provinces. According to the relevant survey data, 19% of consumers believe that home clothing is equivalent to pajamas, 11.5% of consumers do not know what home clothing is, and 69.2% of consumers say some answers, but they are also Take the association of this word. As for the home wear brand, 19.2% of consumers can name more than one home clothing brand name. Among these consumers, nearly 60% said that the brand name is not a home wear professional brand, but some conventional underwear brand or copy brand. This shows that how to lead the consumer awareness, change the consumer's existing consumption habits, and let them experience the changes brought about by the lifestyle of the home, so as to truly usher in the great development of China's home service market.

In leading consumer awareness of home wear, Rui Rui brand has become a reference for many brands. Since the establishment of the brand, Haorui brand has positioned high-end products, focused on product design and terminal display, and its brand development concept has been built around the “home” culture. In Hsu Rui’s view, the home is everyone’s “safe haven”. Going home to put on a comfortable home service can fully relax the day’s stressful work. Chu Rui's home wear not only satisfies consumers' wearable needs, but also serves as a carrier for lifestyle. It is a symbol of warmth, fashion, relaxation, and comfortable family culture that carries people's pursuit of high-quality home life. According to reports, Hirray’s products include not only traditional pajamas and bathrobes worn in the bedroom, sexy sundresses, but also “departure halls” decent home furnishings, as well as work clothes “into the kitchen”. And casual wear that allows you to walk into the community. Rui Rui brand home service fresh show a hint of European romance, while with the warmth of the East.

At present, Rui Rui has more than 400 franchised stores, shop-in-shops, and image stores in the country to unite the VI image, and has standardized and unified the stores, launched online marketing, and began to promote home wear culture on a broader platform. “Xi Rui does not want to be the first brand in the home furnishing industry, but it is sure to do the most stylish brand.” Rui Rui said that in the future, Hao Rui will promote a new home lifestyle through the brand terminal image.

Again, the underwear market has great potential. At present, the number of children under the age of 14 in China is close to 400 million, and about 30 million newborn babies are still born each year, and the consumption of baby products for pregnancy and infants amounts to 80 billion *** per year. At this stage, a large number of underwear companies have begun to pay attention to the development of the children's underwear market. Although the common children's underwear on the market is just a “shrinkage” version of adult underwear, the style design still stays in the simplistic “size reduction, appearance cartoon” and other characteristics, but its broad market prospects are still very impressive, and the market space is huge.