Development prospect of household clothing

As an "imported product" and "the most promising industry" in the West, household clothing entered China in 1980s.

After the 1990s, with the improvement of people's spending power, the huge market energy of household clothing gradually appeared in front of the world.

More and more clothing manufacturers, including underwear enterprises that used to make bras to keep warm, such as Corniya and Bettina, have set their sights on home clothes. In just over ten years, there have been more than 1000 enterprises specializing in household clothes in China, and an "enterprise cluster" has initially formed.

According to Peng Guifu, vice president of China Textile Business Association and chairman of the Household Clothing Professional Committee, the annual consumption scale of household clothing in China has exceeded10 billion yuan, with an annual growth rate of over 30%, which is the fastest growing variety in the clothing industry.

"China's household clothing is still in its infancy. So far, the market potential of household clothing has not reached 10%, and there is still a lot of market space to be tapped. " Ma Qingxuan, chairman of Shenzhen Katie Industrial Development Co., Ltd. and executive vice president of China Textile Association Household Clothing Professional Committee, said in an interview, "In terms of product attributes, household clothing is a very special product, which is not only comfortable to wear, but also a symbol of high-quality life. Therefore, I don't expect that after three years, home clothes will become a fashion and be accepted by most consumers. " Ma Bin, the young deputy general manager and chief designer of Katie, calculated a "time account" for the reporter more vividly: "On average, people work eight hours, sleep eight hours and relax eight hours, that is to say, plus holidays, people spend more than ten hours at home every day. Home clothes are between formal clothes and underwear. With the injection of more and more fashion elements, the popularity of' home-centered' leisure style will become a huge blank point that has not been paid attention to. "

According to Zhou Demao, general manager of Shantou Hongxing Garment Co., Ltd., home is everyone's "safe haven". When you get home, you can put on a comfortable suit and fully relax your nervous working mood. "With the continuous improvement of people's living standards, the living environment is getting better and better, and people's requirements for the quality of home life are getting higher and higher. Home clothes can make the life of "home" more harmonious. " Fang Junkai, executive vice president of China Textile Association Household Clothing Professional Committee and general manager of Guangdong Qiulu Industrial Co., Ltd., also told reporters that he is very optimistic about the market prospect of household clothing. "Household clothing has a wide audience and a wide coverage, regardless of gender, age, spring, summer, autumn and winter, and there is consumer demand. It is predicted that in the next five years, 75%~80% of consumers will choose home clothes. In the next five to ten years, household clothing will be a rapidly growing market. It has become a sunrise industry in China's garment industry and the industry with the most development potential. " As a new market segment of the clothing industry, household clothing has been facing a battle for market share with sportswear, casual wear and other clothing varieties since its birth, and "strives for survival in the cracks". "The current household clothing industry is not the stage of' dividing cakes', but the stage of' making cakes bigger and better'. The real competition of household clothes comes from outside the industry. The biggest competitor is not the brand, but the recognition of consumers. " Ma Qingxian, chairman of Katie's new city family, said.

2007 is a landmark year in the development history of China household clothes. On March 15 of that year, in the ancient city of Nanjing, at the 89th China Knitted Cotton Fair (hereinafter referred to as "China Textile Fair"), the "chief helmsman" of the development of China's household clothing industry-the household clothing professional committee of China Textile Business Association was established, which marked the first time that household clothing enterprises with separate operations for more than ten years joined hands to show the banner of "household clothing" to the society.

On February 23rd, 2008, at the 90th China Needle Expo held in Shanghai, four household clothing enterprises 14 organized by China Textile Association participated in the exhibition for the first time. "Household clothing" industry and enterprise groups began to attract more and more consumers' attention.

"The establishment of trade associations has effectively guided the development of this emerging industry. Domestic service enterprises, which were originally fragmented and ruled by borders, ended the state of straggle and began to embark on a unified, healthy and benign development track, which also won more space for the brand building of enterprises. " Guo, general manager of Doraemon, told reporters gratefully. In the domestic service industry, a brand war has quietly begun. Including Katie, who was positioned as a brand from the beginning.

Some entrepreneurs told reporters that only by developing in the direction of branding will household clothes have strong vitality and greater development space. Zhou Demao, general manager of Fenteng, is quite representative. "As a new industry, household clothing has also exposed many problems in its development. If there is a market prospect, but the consumption concept is not strong, the channels are not smooth, the high-end channels are blocked, the styles are similar, and the talents are lacking, the only way to solve all these problems is to strengthen the brand strategy. "

How to reflect the competitiveness of the brand? Fang, general manager of Qiulu, pointed out, "If enterprises want to be competitive in the market, they must establish their own unique brand culture and promote development with brands. Therefore, on the International Family Day on May 15, we launched a national creative design competition for autumn deer mascots called' Looking for Deer', hoping to promote family culture to the public. "

At the first "9. 15 China Home Furnishing Day" celebration and awarding party, the selection results of "Top Ten Home Furnishing Brands in China" were announced for the first time. Katie Xinshi Family, Jima, Qiulu, Fenteng, Long Mu Family, Kekeer, Doraemon, Daley, Rusufen, Mianbao and American Standard became the first winners. Different from traditional pajamas and underwear, household clothing is more of a concept product, a carrier of lifestyle, a symbol of warmth, fashion, relaxation, comfort and culture, and carries people's pursuit of high-quality home life. It includes not only traditional pajamas, bathrobes and sexy skirts with suspenders worn in the bedroom, but also household clothes for decent guests, including work clothes for the kitchen and casual clothes for walking in the community.

It is found that quite a few people are still vague about the concept of household clothes. When asked about "what is home clothes", most people give the answer of pajamas, while a few people give the answer of casual clothes. Ma Qingxuan is not worried. He said: "From a certain point of view, the factors that restrict the development of the industry also determine the way out to guide the development of the industry. First of all, it is natural to let people have a brand-new change in their consumption concept. Therefore, we should not only sell products, but also sell ideas. Only when this brand-new home life culture and home life concept represented by home clothes are deeply rooted in people's hearts can home clothes be truly recognized and accepted by consumers. "

In August 2007, the household clothing industry began to play the slogan of "Millennium household clothing, one product of family culture", and the excavation of family culture connotation became the focus of corporate brand promotion. In September 2007, Katie's Xinshi family took the lead in breaking through the traditional marketing model and founded the first domestic domestic domestic service life museum, which spread the concept of "falling in love with the days at home" to the market and consumers with domestic service products as the carrier.

"The Chinese nation has a profound home culture, and everyone has a strong homesickness complex, but at present, consumers' awareness of household clothes is not enough, and the consumption of household clothes needs a lot of guidance to create and cultivate new markets," said Zhou Demao, general manager of Fenteng. In order to realize the rapid development of household clothes, it is necessary to lay out family culture in stores such as counters and specialty stores to mobilize consumers' purchasing needs. "

According to Zhou Demao, Fenteng has more than 4,000 specialty stores and image stores all over the country, which unified the VI image, realized the standardization and unification of stores, and took the lead in online marketing, and began to promote home clothing culture on a broader platform.

20 12 there is a wave of "Shanghai culture" in the household clothing industry. The household clothing brand represented by Jufeng Clothing puts forward the brand of household leisure clothing, which is built to meet the healthy family leisure needs of high-end consumer groups and represents the Shanghai lifestyle in the new commercial civilization era. This mainstream is a good blend of Shanghai culture, and it is a new household category that conforms to the trend of social mainstream health and environmental protection! Benefit from the consumption upgrade and practice the high-end category of Shanghai style lifestyle! A category innovator based on the accumulation of good mental resources in traditional household clothes! A better interpretation of the concept of "Millennium home improvement, one product home culture". 1