According to the "2009-2012 China underwear market investment analysis and forecast report" shows: China's underwear market, with annual sales of 100 billion or more, and every year at a rate of nearly 20% growth, becoming the world's underwear industry's fastest-growing areas one. China's production of underwear enterprises reached more than 3,000, Shandong, Zhejiang, Guangdong and other places have become underwear processing base.
At this stage, the status quo of the development of China's underwear industry is that economic growth and consumer upgrades have brought huge consumption increases, prompting the underwear industry environment tends to be rational. From the underwear business, more suitable for brand operation. From the perspective of consumers, due to the application of new materials underwear and the development of the concept of life, underwear market consumption fashion, personalized.
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Why do so many enterprises in such a prosperous industry compete, but no single company has a significant market share, nor does any one enterprise have a significant impact on the development of the entire industry? And at the same time with this industry, clothing, drinks, electrical appliances, instant noodles, etc. already entered the era of brand competition.
The reason for the underwear industry, the reason is that the nature of the underwear industry is a typical fragmented industrial structure: on the one hand, the market barriers to entry is low (except bra products), more and more small and medium-sized influx of companies is the formation of fragmented premise; On the one hand, underwear industry does not have too much core competitiveness, product homogeneity competition serious barriers to entry of enterprises lower, while others imitate, more opportunities to go beyond, led to the underwear market is very difficult to concentrate.
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In addition, the majority of underwear (thermal underwear) seasonally strong, resulting in sales instability, light spring and summer autumn and winter (bra contrast), can not form a sustained large-scale sales, of course, higher underwear inventory غير مجاز مي باشدts, High underwear inventory غير مجاز مي باشدts and the same clothing industry (especially bras and other lingerie, shorter prevalence cycle), can not form a larger economies of scale.
There are many kinds of market demands in China, so it can be said to be a "fragmented market" - there is a big difference between North and South climate, consumer size and consumer aesthetic habits. In order to meet various needs, the production, distribution or marketing strategies must be decentralized. These factors also determine the potential of China's underwear market capacity and export growth.
Not long ago, in the 6th Shenzhen International Brand Underwear Fair, really let the old industry shocked, the shuttle crowd, full of negotiating scenes, so you can not imagine this is a little underwear brought by the magic force.
[Source: Textile and Apparel Weekly Author: Li Ying]
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