Summer, the beach…who said swimwear can only be sold this way
“Swimwear can no longer be sold this year, and sales have dropped by 40%-50% compared with the same period last year.” Sun Xiushang, who runs a swimwear wholesale business in Xingcheng, Liaoning, told a reporter from China Textile News that since the beginning of this year From the beginning, the swimwear business became increasingly difficult, and everyone was struggling in the bleak business.
Affected by the COVID-19 epidemic, the global economic situation has become increasingly severe, which has brought a lot of uncertainty to the swimwear foreign trade market. Order demand has shown a sluggish trend, and swimwear companies have generally encountered difficulties in declining foreign trade orders.
How should swimwear manufacturing companies break the situation? Where should swimwear brands go from here?
“True innovation” achieves growth against the trend
Yimeishan, a swimwear brand owned by Xingcheng Haisheng Trading Co., Ltd., had sales from January to July this year that were less than 60% of the same period in previous years. Li Cheng, the person in charge of the company, believes that under the influence of the epidemic, the general mentality of consumers is to save money when they can.
“The market is always changing, and you must keep pace with the times when doing swimwear business.” The boss who also sells swimwear next door sells branded swimwear online, but his business is booming. Sun Xiushang introduced that doing business under the epidemic requires innovation. Not only must we have products with excellent quality, but we must also constantly update channels and improve brand awareness in order to capture customers. increase sales.
Seizing consumer demand is the core competitiveness of building a fashionable swimwear brand. With strong market sensitivity and strong development capabilities, Yimeishan has been welcomed by fast fashion cross-bordere-commerce platforms with its fashion fast response model.
According to reports, Xingcheng Haisheng Trading Co., Ltd. has design teams in Guangzhou and Xingcheng respectively, and launches as many as 300-400 new swimsuit styles every year.
While re-developing and shaping the brand, while learning live streaming and practicing selling goods, Yimeishan’s sales in 2021 will exceed the 100 million yuan mark. Li Cheng also said that the company has participated in significantly more e-commerce platform activities this year.
This summer, the fashionable swimwear brand BE Fan De’an gained huge exposure by joining hands with popular singer Jike Junyi, the brand’s new spokesperson, to make a stunning appearance on the stage of the third season of the variety show “Sister Riding the Wind and Waves”.
Since its establishment in 1985, BE Fan De’an has continued to focus on the field of fashionable swimwear for 37 years, and its products are sold well in Paris, Milan, London and other fashion capitals. In recent years, BE Fan De’an has been continuously exploring the brand’s omni-channel marketing approach, continuing to combine marketing and entertainment across the entertainment industry, and building momentum for the brand by embedding popular variety shows and annual hit dramas.
As a fast fashion item, swimwear has inherent advantages in social communication and can easily attract users to share and interact, making it easier to reach young consumers. Finding the right IP for cross-border cooperation and broadening the user circle will undoubtedly give BE Fan De’an a taste of the sweetness.
As “Sister Lang’s same swimsuit” has become a hot search term on major e-commerce platforms, during this year’s “618” mid-year promotion, BE Fan De’an once again won the first place in “swimming category sales”. The sales volume across the entire platform reached 200,000 pieces, achieving a 25% increase against the trend in the same period. The sales volume of the same model of spokesperson Jike Junyi increased by 180%. In the Category Day and Swimwear Festival promotions on the two major platforms of Tmall and JD.com, BE Fan De’an also won a sales grand slam.
This year, BE Fan De’an’s flagship series of products such as the Little Red Heart Series, Little Black Dress Series, Flower Series, and MIX Series have not only gained enthusiastic support from consumers with their avant-garde fashion genes, but have even become favorites of many celebrities. Trendy items. Magic Mirror Business Intelligence Consultant Wang Yiwen believes that the biggest difference in BE Fan De’an’s product strength is that it dares to break the conventional swimwear design thinking, subvert traditional aesthetics and dressing scenes, and create fashionable swimwear that is not defined.
Wang Zhenxiong, the person in charge of BE Fan De’an brand, also said that in the swimwear track, what BE Fan De’an has to do is to make the seemingly simple swimwear perfect and polish the products with ingenuity.
Grasp the “four-season” design trend
Although the global swimwear market has been slightly sluggish due to the epidemic, with the gradual recovery of social production and life, consumer demand for swimwear is rising. According to a report by the international market research organization Research And Markets, by 2026 The size of the global swimwear market is expected to continue to grow at a compound annual growth rate of 6.3%. Among them, the Chinese market is growing rapidly and is expected to reach US$5.7 billion in 2027, with a compound annual growth rate of 7.9%, which is much higher than the average growth rate of the global market.
When the market gets worse, the more attention must be paid to building product strength. Liao Xiaolei, trend director of POP Global Trend Research Institute, told the China Textile News reporter that swimwear is no longer a single seasonal popular product. In the context of the continued growth of swimwear market share, swimwear product research and development in 2022/2023 shows a new design trend of “four seasons”.
“Swimwear, as an inherent summer item, is tearing off its label of seasonal attributes. With the increase in entertainment and vacation projects such as summer swimming and winter hot springs, the application scenarios of swimwear products will also be more diversified, and their design trends will also be More and more diverse.” Liao Xiaolei analyzed that the latest swimwear research and development trends will focus onIn the following two points: First, expand from the swimming pool to the outdoor area. With the popularity of outdoor sports soaring, the application scenarios of swimwear are no longer limited to swimming pools and beaches. Outdoor activities such as river tracing, paddle boarding, and camping have created greater room for development of water wear. Second, semi-ready-to-wear sweet-style swimwear has become a new growth trend. According to POP big data, the trend of semi-ready-to-wear sweet-style swimwear has seen a 10% increase in downloads in the past three months, making it one of the most popular styles in the swimwear category in the second quarter.
This also proves from one aspect that young consumers are currently more inclined to design that takes into account both performance and aesthetics. Liao Xiaolei said that the key reference silhouette for swimwear this season is the sweet-cool style dress. The ladylike elements of puff sleeves, large lapels and pleats will be used extensively in the detailed design of swimsuits. In addition, with the increase of more outdoor attributes, designs with sun protection functions such as long sleeves and blouses are also the focus of swimwear design this season. There are also sports style elements such as contrasting edges and splicing designs, which are also widely used in non-competitive sports. In category swimwear.
How to seize new market opportunities with continuous innovative product capabilities? Liao Xiaolei suggested that with the spread of the concept of scene-based consumption, the product design concept of swimwear should first break the seasonal label and operate swimwear as a “four-season” item, such as swimming pools and beaches in summer, hot springs in winter, and can be worn according to the scene. With the transformation of water sports, product design and promotion and marketing can reach consumers more effectively; in addition, because water activities have location and scene restrictions, emerging water niche sports such as paddleboarding, river tracing, surfing, etc. are mainly focused on young consumers. Water sports attire is also the focus of future product development.
Stimulate new vitality in the domestic market
Under the epidemic, Jinjiang’s swimwear industry has shown a growth trend against the wind and has attracted much attention from the industry.
There is a saying in the domestic swimwear industry that out of every 100 swimsuits in the world, 30 come from Jinjiang. Although the brand concentration and influence in the domestic market are not as high as those in Liaoning Xingcheng, 80% of the swimwear produced in Jinjiang is exported overseas. In 2021, the annual output value of Jinjiang’s swimwear industry will exceed 30 billion yuan. In the first half of this year, the output value is expected to reach 18 billion yuan.
Hong Qingchun, president of Jinjiang Swimwear Industry Association, said that thanks to the increasingly complete and cost advantages of Jinjiang’s swimwear industry chain, Jinjiang’s swimwear industry has the advantages of short production cycle, fast market response, and strong competitiveness.
In recent years, it has become significantly more difficult for swimwear companies to export. At the same time, as the domestic lifestyle changes, there is a huge demand for swimwear consumption. More and more swimwear companies in Jinjiang have begun to expand their presence in the domestic market. Hong Jianku, chairman of Jinjiang Qicaihu Swimwear Group, said that in the past, the company’s export sales accounted for more than 90%. In recent years, the company’s domestic sales have continued to increase. Currently, export sales and domestic sales account for 60% and 40% respectively.
In order to solve the problem of insufficient brand power in the domestic market, Hong Jingxin, general manager of Jinjiang Trumpeter Clothing Co., Ltd., said that in the past, the company’s products have been mainly exported. This year, the company cooperated with the well-known brand Little Yellow Duck to learn from each other’s strengths and launch a joint brand In the image store, the “cute duck” with round eyes and flat mouth is extremely cute, which quickly opened up the domestic market and captured the hearts of young consumers. According to reports, the sales of the company’s swimwear series this year are expected to reach 80 million yuan.
Hong Qingchun believes that relying on this new model of cooperation can stimulate a larger potential consumer market and help inject new vitality into the development of Jinjiang’s swimwear industry.
In order to promote the Jinjiang swimwear industry to move towards high quality, further improve the professional skills of industry practitioners, enhance the development and production capabilities of corporate swimwear fabrics, and promote the rapid transformation and upgrading of the industry, Jinjiang Swimwear Industry Association recently teamed up with Yibu Shisui Education Consulting Co., Ltd. to launch a “Swimwear Fabric Technology Analysis and Innovation Development Training Course”. According to the relevant person in charge of the association, the training content includes fabric composition, organizational structure, weaving technology, cost quotation, dyeing and finishing processing, and factory visits. Through the training class, it can help corporate students learn to independently complete the analysis and design of swimwear fabrics. and development, providing talent guarantee for the high-quality development of Jinjiang swimwear industry.
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