Although the epidemic is not over yet, industry insiders remain optimistic about the development trend of the domestic knitting industry in 2021. They all said that overall, in the domestic demand market, the knitting industry is expected to usher in a relatively rapid growth. In the foreign trade market, knitwear exports will still maintain a stable and positive trend. Because of this, 2021, the beginning of the “14th Five-Year Plan”, is also the most critical year for knitting companies to establish industry advantages.
In the past year of 2020, a “big test” caused by the epidemic has brought many fluctuations and uncertainties to the knitting market. However, as the quality of national life and health awareness continue to improve, sports The demand for various functional knitted products such as yoga, home clothing, thermal underwear, socks, etc. has been rapidly ignited. It also allows industry insiders to see that the market segment of knitted products with technological content and functionality may usher in huge blue ocean business opportunities. Especially in the context of the current Internet economy, knitting companies’ “explosive product” thinking is also being opened up.
Trend 1 Home furnishing categories are gaining momentum
In the past year, there has been an impact on the fashion retail industry. There are also surprises. Under the subtle influence of the epidemic, the accelerated rise of home consumption scenarios has ushered in a “phenomenal” gold-mining era for the knitted underwear and homewear industries. At the beginning of 2020, terms related to pajamas and loungewear were frequently on the hot search list. According to data from a well-known e-commerce shopping platform in February 2020, pajamas not only ranked fifth on the list of “Top Ten Hot-Search Products at Home”, but their sales also increased by 190%. According to data from iiMedia Data Center, comfort, workmanship quality, and practicality have become the main considerations for Chinese consumers when purchasing pajamas and loungewear in 2020.
The epidemic has changed people’s lifestyles to a certain extent, and has also caused major fashion brands to constantly mention the field of home clothing consumption in their global strategic layout, and have begun to adjust their product lines. . Spanish fast fashion brand Zara launched its first underwear series; fashion brand Mango launched its first sports capsule series; luxury brand Dior also entered the homewear market for the first time, launching the Chez Moi capsule series; Brazilian football star Neymar also Partnering with Superdry to launch a range of 100% organic underwear and sleepwear championing sustainability.
The “CHEZ MOI” homewear capsule series launched by Dior.
The 2020 China Home Clothing Industry Analysis Report points out that 75% to 80% of consumers will choose home clothes in the next five years. In the next 5 to 10 years, the homewear market will usher in a period of rapid development and become one of the most promising segments in the apparel industry. As Dior explains this series: “Nowadays, even though people need to live at home more often, the essence of elegance and beauty will not disappear.” Entering 2021, the economic vitality of the knitting industry continues to bloom, with sports pants, fitness clothes, The market potential of socks and cotton slippers is also continuing to stimulate new consumption momentum.
Trend 2: Hot product marketing continues
In this context, the most eye-catching There is nothing more important than how to make one’s own products a “hot product”, which has become a market hot spot that knitting companies pay attention to.
“Online business will be very good in the second half of 2020, and many “hot products” need to be pre-sold in advance.” Xiaolan underwear dealer Liu Bin, who is responsible for online marketing, told reporters, The combination of “online live streaming + hot product marketing” has brought new business growth to the company. At this time, he has helped the company complete the sales of the previous year in half a year. In Liu Bin’s view, the epidemic has given the knitting industry an opportunity to change its marketing model.
Under the epidemic, public needs have been further catered to and explored, and all-area marketing has been opened up. The method of creating Internet “hot products” to promote knitted underwear has become a trend for most companies. consensus. “At present, no matter how many small fish and shrimp products are produced, it will be difficult to support the sustainable development of the company.” A person in charge of a knitting company from Foshan told reporters that only by creating products that can drive the industry’s raw material innovation, technological innovation, production and supply Only the “hot products” of chain innovation and brand innovation can help knitting companies transform and upgrade and achieve large-scale sales of products.
Knitted garment designer Huang Wei also believes that product design must not only satisfy people’s longing for a better life, but also be inseparable from the pursuit of a sense of ritual, creating a ” Innovative brands with a sense of ritual can better capture customers’ emotional needs and enhance users’ stickiness to the brand. “Just like the online dark horse in 2020, the success of underwear brand Ubras is due to its ‘no size’ brand positioning. Its concept clearly occupies the market segment and captures consumers’ shopping psychology.” Huang Wei said .
The R&D team of Guangdong Duolamei Technology Co., Ltd. has also clearly felt this trend. The relevant person in charge said that to create “hot products” we must not only focus on quality, but also pay attention to consumption. As a homewear brand, Doramei gives consumers not only a piece of clothing, but also a positive attitude towards life.
Guangdong Duolamei Technology Co., Ltd. is a company specializing in brand home services.An enterprise of design, production and sales, the brand has been established for nearly 20 years and has an experienced design and R&D team. It has always taken comfortable, pleasant and free style as its product concept and is committed to exploring the comfort, function and beauty of home wear products. balance. Looking forward to 2021, Doramei also stated that it will continue to focus on all-area marketing in the field of home wear, taking design as the soul, quality as the lifeblood, and demand as the guide, perfectly integrating home culture and life aesthetics, and carefully creating each product to provide Bring consumers a more perfect sensory experience.
Trend 3: The power of technological innovation is surging
For long-term operations in the future, what do knitting companies rely on? Build brand barriers? In what ways can new brands complete their counterattack? Zhejiang Fengyue Knitting Co., Ltd., which owns several sock brands such as “Danjiya”, “Mianzi”, “Meiao” and “Sunking”, regards patents as an important part of its business strategy. As of now, the company has It has 2 invention patents, 12 utility patents and 2 design patents. At the innovation level, Fengyue develops specific styles of socks for different consumer groups. Among them, the “Danjia” series products have a high reputation among domestic and foreign counterparts and are favored by consumers. For Fengyue, only by continuous innovation can enterprises maintain the vitality of the brand.
In order to continuously “charge” the development of the knitting industry, Santoni chooses to use technological innovation as the first driving force for development. The relevant person in charge of Santoni (Shanghai) Knitting Machine Co., Ltd. said that the knitting process is extremely malleable, and the clever use of different organizational structures can achieve rich combinations of look and feel. Therefore, in 2020, Santoni saw huge market space in various categories such as underwear, sports, fashion, business wear, bags, and shoes.
In the new era of domestic products, the traditional knitting manufacturing process is becoming increasingly sophisticated, which also means that the industrial supply chain is becoming more closely intertwined. In 2020, Santoni relied on the diversified product application technology of seamless manufacturing to cooperate with more than 10 emerging clothing designers, extending to intelligence with advanced technology and avant-garde design concepts, bringing diversified innovative clothing to the knitting industry series. In the weaving process of different clothing series, in order to realize the design concept, not only a variety of weaving methods are used, but also a wide variety of yarns are tried: regenerated fiber yarn, waterproof yarn, ultra-high molecular weight polyethylene fiber, antibacterial fiber, conductive fiber Silver fiber, black diamond yarn, wool, etc. Different yarns bring diverse functions and visual effects to clothing, giving downstream customers more development directions and ideas.
Industry insiders believe that strong recovery, green transformation, innovation leadership, quality improvement and upgrading, and wider opening up will become the key words of the knitting industry in 2021. Next, more innovative companies will emerge at an accelerated pace, making a good start for the knitting industry during the “14th Five-Year Plan” with innovative development, green development, and high-quality development. </p
