Future development prospect of wedding dress industry

with the rapid growth of China's national economy, the quality of life of the people has been continuously improved; With the continuous improvement of dress concept, people are chasing fashion faster and faster, and newcomers also have higher expectations and requirements for wedding dresses; At the same time, this is an era in which the East and the West blend together, and the social etiquette in the West is also recognized, accepted and followed by us. All this shows that our dressing has entered a brand-new era. Therefore, the market demand for wedding dresses is increasing, and the ready-to-wear rate of wedding dresses is increasing year by year. The production and sales of wedding dresses have become the hot spots pursued by many enterprises.

first, the demand situation of the wedding dress market

(a) the wedding dress market has gold to tap

According to the report in "Wedding dress market has gold to tap" in China Private Economy Weekly on March 8, 28: "The baby boom around 198 in the last century directly led to the wedding peak in recent years. According to the Survey Report on the Development of China's Marriage Industry released by the National Marriage Industry Survey and Statistics Center in March 26, in recent years, about 1 million couples have tied the knot every year in China, and the newlyweds are willing to spend 31% of their savings on wedding-related consumption. In 25, for example, the consumption of urban newcomers on weddings alone was as high as 418.3 billion yuan. "

"According to incomplete statistics, about 9% of the newlyweds are willing to spend about 15% of the total wedding expenditure budget to buy wedding dresses or rent wedding dresses to take wedding photos. The large market demand has made the wedding market in China continue to heat up, which has also driven the wedding consumer market. "

According to industry analysis, the wedding dress market is close to saturation in wedding photo studios in most cities in China, and we will only strive for a breakthrough in perfection and integration in the future, and the growth of wedding dresses in this market is limited. However, the personal consumption market of wedding dresses has just started, and it has great potential.

(II) Questionnaire survey on the demand for wedding dresses

The author conducted a questionnaire survey on women aged 2-3 in Fuzhou, and * * * sent out 5 questionnaires. The survey results are as follows: On the premise that only one wedding dress is chosen, 72.3% people choose to wear a wedding dress on the wedding day, 25.2% people choose to wear a Chinese cheongsam, and 2.5% people choose a general suit. The choice of wedding dress ownership is: 38.2% people choose to rent, 49.5% people choose to buy, and 12.3% people make their own.

There is no doubt that the wedding dress still has absolute appeal, but it can't be ignored. There are still quite a few people who love Chinese wedding dresses, while the formal suits are not very popular. The analysis of the questionnaire concludes that the increasing popularity of wedding dresses shows the strong vitality of the wedding dress market. In the past, it was a luxury for individuals to buy wedding dresses, and they could only rent them. However, with the improvement of living standards, owning their own wedding dresses has become an essential part for many people when they get married. Buy a wedding dress of your own-the wedding dress has finally broken away from the "fate" of wedding props, and has been truly endowed with the meaning of love.

(3) the change of wedding consumption pattern

According to the research report of China wedding market in 27, in the choice of wedding consumption items, in 26-27, wedding photography was the first choice for newlyweds who only needed to get married (85.6% of them needed to take wedding photos); Secondly, the wedding banquet service (78.74% of the newcomers are going to the restaurant to hold a wedding banquet); Then, wedding service, honeymoon travel and wedding dress purchase are arranged in turn, that is, 56.2% of the couples plan to ask the wedding company to hold a wedding for them; 46.4% of the newcomers will arrange honeymoon tours; 36.6% of the newcomers want to buy a wedding dress for the bride.

Before the 199s, most wedding dresses were rented by wedding photography shops or wedding shops, and there were relatively few choices of styles and colors. In recent years, with the development of domestic wedding dress industry and the requirements of newcomers for wedding dress hygiene and personalization, the upsurge of buying wedding dresses has been triggered, and the consumption of wedding dresses has soared. At present, the consumption fashion of wedding dress "buying instead of renting" has been accepted by most newlyweds. Among many newlyweds, the price of renting a wedding dress is RMB 18 yuan/time-6 yuan/time (depending on the new and old wedding dress), and the high-end wedding dress costs thousands of dollars. In fact, the cost of buying a new wedding dress is just that, and it has permanent commemorative value for the couple. Therefore, most consumers tend to buy wedding dresses. Moreover, the disinfection of old wedding dresses cannot be guaranteed, and many newcomers choose the consumption mode of "buying instead of renting" in order to avoid cross-infection.

second, the development status of China's wedding dress industry

(I) China's wedding dress production and sales areas

The broad prospects and large market demand have driven the development of the wedding dress industry. At present, wedding dress production enterprises with certain scale, grade and benefit are mainly concentrated in Chaozhou, Zhongshan, Shenzhen, Guangzhou, Suzhou, Jiangsu, Xiamen, Fujian and Quanzhou, and they are mainly engaged in trade processing. There are more than 1,5 enterprises engaged in the production and sales of wedding dresses in China, with more than 3, employees. Suzhou, as one of the main wedding dress production places in China, has developed rapidly at present, and the wedding dress processing industries in Shanghai and Chaozhou are also closely following.

At present, China's wedding dress wholesale market has formed two distribution centers in Guangzhou and Suzhou, and Guangzhou Jiangnan Avenue North Wedding Dress Street, which was formed in the early 198s, is a famous wedding dress street in Guangzhou, and it is one of the largest trading distribution centers specializing in wedding dresses in China. At present, the wedding dress market in Guangzhou has formed the industrial layout of high, middle and low-grade uneven level, but in recent years, it has been impacted by Suzhou Wedding Street, and its influence has gradually declined.

Chaozhou, one of the four famous embroideries in China, was awarded the honorary title of "China Wedding Evening Dress City" by China Textile Industry Association and China Garment Association in 24, and became the largest wedding evening dress design center and export production base in China. It was learned from the relevant departments that most of the evening dresses that European celebrities like to wear in high-end social places in Paris are produced in Chaozhou, Guangdong; In the annual wedding dress appraisal in the United States, the top three products in the comprehensive index are all from Chaozhou. Statistics show that the annual output of wedding evening dresses in Chaozhou is close to 2 million pieces (sets), with an output value of over 4 billion yuan. More than 7% of the products are exported to more than 2 countries and regions such as Europe and America.

(II) Status of wedding dress brands in China

In the fierce market competition in China, Cai Meiyue International Wedding Dress, Guangdong Mingrui Wedding Dress, Yunshang Wedding Dress, and Liza? Wang Dacheng, VIVAN brand wedding dress, Muzhen wedding dress, Fulisha wedding dress, century bride wedding dress, Gege cheongsam and Lin Li stand out as "Top Ten Best-selling wedding dress brands in China in 26".

(3) wedding dress production mode

At present, there are two main ways for wedding dress processing in China, one is domestic sales, and the other is export, but overall, export sales are far greater than domestic sales. Some large wedding dress processing factories in Guangzhou only export. More than 8% of the world's wedding brands are processed and branded in China. Because there is an agreement in advance, these wedding dresses will not be sold in China.

The wedding dress industry in foreign countries is very mature, and the wedding dress export production is generally processed with imported materials or pictures provided by foreign businessmen, with low risk and high profit. However, the wedding dress industry in the domestic market started late and developed immature, and many people in China don't know enough about wedding dresses, so the consumption of wedding dresses is also very different from that of foreign countries. There is not much profit in the domestic market, and most manufacturers think that the risk in the domestic wedding dress market is high and the profit is low. Therefore, wedding dresses in the domestic market are basically low-end products with low cost and poor workmanship.

3. Problems in China's wedding dress market

There are also some problems in the fast-developing wedding dress industry:

(1) The homogenization of products can't meet the individual needs

With the advent of global economic integration, people's speed of accepting new information is changing with each passing day, and the pace of chasing fashion is getting faster and faster. Newcomers also have higher expectations and requirements for wedding dresses. The design concept of wedding dresses in the domestic market cannot be limited to the traditional category. The domestic high-end wedding consumption market is immature, and there is a lack of products and services tailored for high-income newlyweds

(2) Wedding companies are mixed, and the phenomenon of good and evil affects the development of the industry

Although wedding dress manufacturers have large and medium-sized enterprises, except for large production bases such as Chaozhou and Xiamen in China, small enterprises with hand-made customization and family workshops still account for the majority.

Because there is no threshold in this industry, renting a house can set up a factory, especially lacking the coordination and management of the local government. Many small shops compete in disorder and bid maliciously, stealing other people's designs and striving for survival with the lowest fabric and the lowest price. This behavior disturbs the profit point that the market should maintain, which leads to the phenomenon of "opening and closing stores" and "leaving stores" constantly staged, and even the Shanghai exhibition imposed sanctions on Huqiu wedding dresses and prevented them from appearing in large-scale trade fairs.

According to the report "Looking at 28 Wedding Fashion from China International Wedding Expo" published by China Textile Daily on March 17th, 28, at present, there are some problems in China's wedding dress market, such as brand confusion, price confusion and serious homogenization. Although there are some international brands in the market, they are few in number, expensive and easy to be copied. The "27 China Wedding Market Research Report" also pointed out that there are too many counterfeit wedding dresses in China, the quality is generally poor, and the brand goods are too expensive, which have brought confusion to wedding dress consumers in China.

(III) Lack of industry standards and inadequate industry management

Since the implementation of the "Industry Standards for Fashion Design" in China in the 198s, the wedding industry has not issued any industry standards for wedding dresses for more than 2 years except the "dress standards" in its design. Some experts said that it was the lack of various standards that directly led to the chaotic price of the wedding dress market.

in March, 28, with the assistance of Shenzhen Institute of Metrology and Quality Inspection, the National Clothing Standardization Committee successfully held the validation meeting of the textile industry standard of Wedding Dress and Dress, and more than 2 experts and representatives from all over the country attended the meeting. Finally, the experts unanimously passed the examination and approval of the textile industry standard of Wedding Dress and Dress, which made detailed specifications on the hygiene, design, raw materials and price of wedding dresses. In this way, the designer will be targeted in the future wedding dress design.

IV. Suggestions and Prospects of China's Wedding Industry

According to the survey of experts in related industries at the China Wedding Expo, the number of wedding photo studios in China is increasing at an average rate of 1% every year. At the same time, driven by four leading enterprises in wedding service, wedding photography, wedding dress production and wedding banquet service, an industry cluster with wedding consumer products and services as the core has gradually formed. The rise of China's wedding industry and its huge consumer market have attracted great attention from peers all over the world.

in recent five years, in Shanghai, Beijing, Guangzhou, Shenzhen and other places, the wedding industry relies on exhibitions to conduct industry exchanges and promote related trade and local market sales, which has become the knowledge of merchants and manufacturers. Among many wedding exhibitions, China International Wedding Expo has developed into the most famous wedding exhibition in China and even the world. Since it was held for three years, China International Wedding Expo has welcomed more than 3 world-class brands to participate in it. On February 29th, 28, the 7th China (Beijing) International Wedding Expo was successfully held, which attracted a lot of attention. It is reported that it will set up sub-venues in major cities in South China, Central China, Southwest China, Northeast China and other regions, which will make China International Wedding Expo a weather vane of national wedding fashion.

The brand growth of China wedding dress industry is still in the toddler stage. For the growing wedding dress market, there should be a set of corresponding regulations and measures to establish brand awareness and establish the overall reputation image of the industry.

Some suggestions on the problems in China's wedding dress market: 1. Attach importance to wedding culture and advocate intimate service and honest service. 2. Conduct market research and fully develop the domestic wedding dress consumption market. 3. Create a well-known brand of wedding dress industry, build core competitiveness and improve the management level of enterprises. 4. Wedding dress design should meet the personalized needs of wedding dresses while following the textile industry standards and specifications of Wedding Dresses and Dresses. 5. Make full use of modern scientific and technological means such as network to make it play a greater role in publicity and sales in the wedding dress industry.

China's wedding dress industry should seize the opportunity and calmly deal with it, so as to be in an invincible position in the market where the wedding industry "Nugget" industry is expanding and the wedding cake consumption is increasing.