Chinese underwear is no longer "subtle"!

The earliest underwear is the "dudou", the common name of the tube top, and the word "season" is the clothes that are worn in the most close-knit clothes in ancient times. When modern people hear "apron", there are always a few thoughts and thoughts, accompanied by a few classical romantic styles, which may be related to the implicit and introverted Chinese culture.

Nowadays, this long-term underwear charm is being released under the impact of new consumption ideas. Moreover, this release is not limited to one aspect of the beauty of underwear, but to underwear materials, design, concept, sales model and underwear. A new definition is made in all aspects of culture.

Undoubtedly, Chinese underwear is opening a path of reshaping and is no longer implicit.

As an important industry integrated into the global market, Chinese underwear is no longer satisfied with taking orders, and it is an ordinary “eat melon” in the world market. The enthusiasm for participating in and leading the market is constantly being ignited.

Since joining the WTO, the textile and garment industry has been a great beneficiary and has the ability to produce products that are not produced in other countries and that are cost-effective. However, in recent years, it has been found that after the Internet enters the consumer life, the old thinking mode and products of the textile and garment industry can no longer meet the consumer demand. Undoubtedly, in this Internet-driven industrial revolution, we inevitably participate in it and as an important The role played.

As China's economy enters the " new normal ", China's textile and garment industry is facing the transformation of new and old kinetic energy, while the underwear industry has never given up its exploration of new technologies and new models. Now, it is gradually clearing the path of change - - Innovation.

Integration and sharing, dare to compare with Wei Mi

China Underwear Culture Week (SIUF) is an important window into the development of China's underwear industry. The reporter learned that the exhibition area of ​​this exhibition reached 73,000 square meters, bringing together hundreds of well-known underwear brands and accessories, equipment, accessories and other underwear-related enterprises at home and abroad. In addition to static exhibitions, this year's Cultural Week also has supermodel competitions and designs. Contestous activities such as contests, underwear shows, awards ceremony, forums, etc.

The most eye-catching event in the exhibition is the fashion underwear show, where you can experience the visual shock brought by the “beautiful economy”. "Underwear and supermodel are inseparable. The underwear industry without supermodel is tasteless." Rene Celestin, the world's leading show and Victoria's secret original creative director, said that the Shenzhen underwear industry has reached the world level, and he went to Shenzhen this time. Participating in the International Lingerie Exhibition is to discover potential newcomers, and then through strict screening and training, bring good seedlings to Europe to develop, and strive to cultivate a world-class model to conquer the global fashion arena. It can be seen that SIUF has not only become the cradle of the world's supermodels, but is also recognized by the industry as the "Chinese version of the Wei Mi show."

"Victoria's Secret" has now become a secret known to the whole world and has become the ultimate dream of many female friends around the world. As one of the advantageous fashion industries in Shenzhen, Shenzhen Underwear has successfully integrated into the city's innovative genes, and has continued to grow and develop. It has gradually cultivated its own designers and embarked on the road of independent R&D design and creation of independent brands. Its avant-garde design vision and strong creative ability attracts world-renowned companies. At the same time, its high growth and concentration will make China's underwear fashion industry.

China's underwear industry is not allowed to be a small world. Chinese underwear people pay more attention to the development strength of their own industry. This year, SIUF will introduce two international heavyweights - international top show Rene Celestin and famous director Hamish Hamilton as China Lingerie Culture Week. Specially appointed consultants, with the help of the outer brain, integrate Chinese underwear culture into the world and bring it to the world.

Challenge new retail, restructure consumer links

It is said that the store is a sword's electrical business is a machine gun's, derivative missile's. Although this metaphor is too exaggerated, it tells the profound impact of the Internet on the retail industry. Wang Yao, vice president of the China Business Federation and director of the China National Business Information Center, said in SIUF that since 2014, the knitted underwear market has been in a low-level, slow-recovering state.

The Internet has changed from consumption to industry, to production, life and consumption. It has also created a variety of “new retail” models. Personalization is the future production trend, but it also increases the production difficulty and production cost. Exploring individualized customization and flexible manufacturing mode has become a common task of the underwear industry.

The vertical mining platform that won the entire Hall 6 as an independent exhibition hall at this SIUF is a successful case of using Internet marketing to create a professional service platform for the underwear industry. The vertical mining platform takes the verticalization of the underwear industry as a breakthrough, directly links suppliers, manufacturers and terminal retailers, without intermediate redundant links, and realizes the flattening of commodity circulation and information circulation, which not only changes the traditional operation mode of the underwear industry, but also to China. The development of underwear has played a huge role in promoting.

China's underwear industry's chief information and transaction integration professional service platform - Xiufu.com was established in the past two years and has risen rapidly in the industry. Xiufu.com relies on the Internet's "focus, efficiency and intelligence". Providing innovative industry services, solving the three internal problems of information asymmetry, imperfect channels and unsatisfactory financing. At the Shenzhen Underwear Show, Xiufu.com displayed its image in a unique red and white style booth, and held a forum during the exhibition to share how to use the Internet to increase the value of the industrial chain.

At the same time, e-commerce giant Jingdong also joined hands with SIUF to create the 4.19 underwear festival. As an important part of the Shenzhen Futian Shopping Festival, during the exhibition, the model of “Net Red+Live+E-commerce” was launched, and the network was popular. The anchor broadcast live on the Jingdong platform in the form of entertainment and interactive, presenting the brand products to the online and offline audiences, and guiding the audience to complete the purchase behavior on the Jingdong platform, and broaden the sales channels of the underwear category in the network. .

Variety! Only by embracing change can we grow. When people have not fully digested the 020 model, the "new retail" has been covered with bookshelves, so companies must always be humble to retain the "empty cup" thinking in order to stand out in the ever-changing market.

Straightforward expression, "soft" underwear falls in love with "hard" technology

In recent years, with the advancement of science and technology and the improvement of consumer demand, China's textile industry has begun to transform and upgrade to high-end, intelligent , green and service-oriented. These enterprises spare no effort to develop new technologies, and create every piece of underwear to satisfy more. The need for multiple consumers to diversify their health underwear and products. At SIUF, many companies bring their latest R&D technologies to exhibit, and present the most advanced technologies in the industry in the most dazzling way, further boosting the industry's optimization and upgrading.

Such as deodorant spandex , cool anti-UV nylon and other functional series products, according to reports, this underwear is both breathable and sun-proof, strong wearability. There is also a brand that has developed a new material that can be worn on the body - biomass graphene "internal warm fiber". This biomass graphene is made from plant straw corn cob and is environmentally friendly . This raw material can be antibacterial and antibacterial. If it is worn or traveled, it will not smell. In addition, wearing in the winter can also prevent static electricity, and when it comes into contact with the skin, it will heat up quickly to maintain warmth. It is understood that this technology has been available for several years and is still developing towards more meta-functions.

In addition, the reporter also found "Internet +" underwear in the exhibition hall. According to reports, this product combines the Internet with smart underwear and health management, and uses the characteristics of the underwear to closely touch the skin to grasp the body's indicators and parameters. Data such as behavioral habits and laws of life. He Xiaoping, general manager of the brand company, said: "You can use close-fitting clothes and health care, such as shoulder and neck discomfort, you can implant physiotherapy into underwear, use hot compress to relieve symptoms. You can even wear massage device in underwear design. You can relax at any time during work. "Of course, there is still room for improvement in this underwear product. A piece of clothing is safe and has a built-in battery. Fabric is critical. He Xiaoping said that low-cost solutions for sensing technology, medical technology and new materials technology need to be improved. However, he believes that in addition to clothing attributes, smart underwear should have mobile health care functions to eliminate and alleviate sub-health conditions. More and more entertaining and so on.

In the pavilion, there are also many consumers who are “long-sighted” who are very interested in the high-tech applications that can be widely used in the field of underwear. Some visitors said that if a piece of underwear can keep warm, monitor physical health and even locate, it can bear half the role of "personal assistant". Of course, we are also worried that such clothes are expensive, and we hope that there will be more underwear products with higher prices and high technology content in the future.

Underwear fashion, the rise of oriental design power

On the evening of April 19th, under the clear blue sky of Shenzhen, a contest about the beauty of design was quietly staged at the T-station of the Convention and Exhibition Center.

More than a thousand spectators from the underwear industry, design enthusiasts, fashion trendsetters, and media reporters from all over the world are looking forward to the audience. At the same time, the designers and organizing committee staff in the background are doing the final styling confirmation. The supermodels have also arranged their queues according to the order of appearance, and review their respective positions... This is the 2017 charm of oriental China. The final scene of the International Lingerie Creative Design Competition. The fashion of lingerie from the East never stops.

The development of modern underwear originated in Europe. The earliest form of bra appeared in the Roman era. In China, underwear is an imported product and a product of modern times. With the development of modern civilization, China has a new understanding of underwear. In the short period of 20 years after the rise of the underwear industry in China, it has become more and more popular in the fashion industry. The new era of underwear, incorporating more design elements, is closely related to fashion trends. How to design-based, integrated product development, trend information, fashion, media organizations, and other well-known designers and catwalk models all resources to provide extended value to the product, is an important factor driving the trend really whether by design, but also bloom brand An important manifestation of vitality.

In fact, in this SIUF, the fashion competition between brands is always going on. An Lifang brought the opening show "moment" to the exhibition; INVISTA held the "I AM EVERY WOMEN" fashion conference; Rui fashion opened "Mood of the State - A lifetime of life - AW2018-19 trend release"; the temptation of Ori, Muse Brands such as Jixiangzhai also presented wonderful brand show... During the exhibition, the SIUF2017 International Underwear Supermodel Draft Conference Finals was held, and 36 beautiful models from all over the world performed a hot and hot body and temperament competition. Different styles of catwalks, fashion and sexy encounters, presented to the audience a number of wonderful visual feast.

Continue the spirit of the East, awaken the charm of the East, and rise the power of the East. On the stage of SIUF, the designers use the unique Chinese style and design elements to give each piece of underwear a new vitality to express their understanding of the Eastern culture. Comprehension of the fashion world. Fashion never stops, and the design from the East will surely help in this wave of tides and lead a new trend.