Shenzhen Garment Industry explores "underwear gold mine"

Shenzhen Garment Industry explores "underwear gold mine" With the enhancement of corporate brand awareness and the broadening of business scope, Shenzhen garment enterprises have focused their attention on the “rich mine” that the underwear industry needs to tap, and vigorously develop the potential of the underwear industry. At the just-concluded Fifth International Brand Lingerie Exhibition in Shenzhen, exhibitors signed an order of 1.81 billion yuan for domestic and foreign sales in one breath, laying a solid foundation for the full recovery of the Shenzhen apparel industry this year. “Shenzhen clothing industry is ushering in a new period of rapid growth, in which the underwear industry will become the most powerful force.” said the person in charge of the Shenzhen Textile Industry Association.

Shenzhen's underwear production value will reach 17 billion. After experiencing the market downturn in the past two years, Shenzhen apparel companies have generally felt the breath of market warming since the beginning of the year: First, export orders can be overwhelmed. Next, the demand of the ordering party begins to diversify. Trends, in addition to women's, men's, children's wear, the order of lingerie has also increased significantly.

According to Wang Wenzong, chairman of Oerlikon International Group, the current international market is warming up, and the demand for apparel is characterized by a large quantity and diversified varieties. According to this judgment, the outlook for the development of the domestic apparel industry this year will be very promising. Among them, underwear, as an emerging representative industry in the traditional industry, is in a period of high-speed development. At the same time, with the continuous improvement of people's brand awareness, the degree of attention on the dress is gradually from the outside to the inside, which makes underwear become a new fashion consumer goods.

Reporters also saw the scene at the show, many underwear companies use the exhibition to start a job fair, on the scene of the exhibition "recruiting." The person in charge of the organizing committee stated that the increase in demand for underwear companies’ employment reflects the recovery of orders and the market situation has begun to improve. It is predicted that in 2010, the value of Shenzhen's underwear will reach 17 billion yuan, the highest in the calendar year, and Guangdong's underwear will account for one-third of the country's output value.

The key to break through the underwear business is the brand Shenzhen currently has more than 230 underwear companies, and the output value accounts for 10% of the country. Experts reminded that in order to ensure the advantages of Shenzhen's underwear industry, emerging more international brands, we must avoid the old ways of OEM and rough processing. We should use the brand to “arm” ourselves from the beginning.

The reporter learned that Shenzhen, relying on the existing garment industry foundation, is trying to build the largest underwear industrial base in China. For example, the Shenzhen International Brand Lingerie Exhibition Organizing Committee and China South City invested nearly 100 million yuan to create the "China South City siuf international brand underwear display trading center", relying on this large professional underwear service platform, can effectively promote the development of Shenzhen underwear industry.

When it comes to the long-term development of the underwear industry, Ke Huiqi, president of the Guangdong Textile Association, believes that underwear consumption is a matter of fashion consumption and brand consumption. Therefore, underwear companies should increase brand building and research on consumer behavior through unique and personalized products. Design or product functions to meet the needs of targeted consumer groups, guide consumption, strive to have a consumer group with a certain amount and loyalty, and establish a stable and reliable market foundation. At the same time, we must increase the technical content and added value of traditional underwear and take the road of independent brand development.

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