有机棉+植物染色即将引爆内衣行业地震


内衣行业,作为中国服装业的一个重要分支,正随着人们生活水平的提高而日益显现出巨大的市场张力,据不完全统计,市场容量已达到500亿人民币的规模, 业内人士将内衣行业称为“中国服装业的最后一块蛋糕”,前景一片诱人。
在易中天品三国、于丹讲论语热潮中更是一种国学精神的回归,而内衣更需要在理性回归中从营销的落脚点-产品做起,没有产品支撑就不会有形成影响力的品牌、更不会带来长期的利润与发展,在近几年的内衣市场大战中,很多企业往往太注重虚的忽悠,而忽视了实的支撑,产品应为企业、品牌存在的理由!
绿色环保、功能、装饰性,是满足各种消费群体、消费结构的发展方向。充分利用各种天然纤维(以棉为主,包括毛、麻、丝)、改型天然纤维的同时,充分利用新型植物染色方法开发有机棉内衣等具有舒适、功能性等特性的内衣产品是今后产品开发的必然趋势。
有机棉有什么好处?
您是否觉得现代人越来越容易过敏了? 过敏的孩子也越来越多了. 这是因为我们吃的, 穿的有毒的东西太多了. 有机棉在栽种的过程中不使用农药, 在棉布生产加工过程中不使用化学品, 因此, 许多对化学品, 化工染料过敏的人改穿有机棉产品之后, 减轻了皮肤痒, 甚至改善了打喷嚏的症状. 由于小孩对化学品的抵抗力相对于大人也较低, 因此有机棉制品对小朋友, 婴儿的助益更大. 也因为与一般棉不同的处理过程, 有机棉比较透气, 保暖, 穿上有机棉, 感觉非常柔和舒适, 好像穿上了会呼吸的棉一样. 如果您还没有开始穿有机棉衣服,一定要试试看,有机棉的生命力您感觉得到!
但有机棉的一个缺陷就是只有一个白色,显得有些单调。由于其特性又不能用合成染料染色,这成了一个发展的瓶颈,这个现象可以参考一下彩棉内衣的发展轨迹:
2005年被誉为“彩棉盛世”,中国彩棉市场得到了快速发展,彩棉内衣、彩棉服饰、彩棉床品等等,进入了前所未有的高速发展阶段,整个彩棉产业的发展被激活。据业内人士介绍,2005年,几乎所有内衣品牌都推出了彩棉内衣,有上千家厂商参与了彩棉针织产品的开发与生产。但由于色彩单一,生产者众多,价格战随之而来。发展到几乎没有利润可言。

内衣群雄争天下,领先统江山

群雄竞争,靠什么成功?贵在一个“先”字 。“在别人没有声音的时候,我们发出声音;在别人有声音的时候,我们发出更大的声音;当大家的声音都很大的时候,我们发出与众不同的声音”。这是某内衣品牌董事长对品牌传播的一个观点,放到实际市场营销中来看,也同样符合。这里面强调的是一个“先”字,讲究的是速度。

有机棉+植物染色-----内衣行业新亮点

有机棉的天然性决定如果要染色,也必须要用天然环保的染料,在染色过程中不得使用任何化学的添加剂。在这种背景下,天然植物染色技术正好顺应了这种趋势。植物染色所用的染料全部为纯天然,染色过程中不添加任何化学物质,有机棉+植物染色的组合成为内衣行业的新亮点。

有机棉+植物染色内衣市场前瞻

有机棉和植物染色技术都是最近才出现的新事物,目前国内还没有一家投放市场,是属于市场急需而又是市场的空白点,谁先进入市场,谁先可得市场新霸主地位,并会收到极好的市场效果。这一点从彩棉内衣的兴起可以得到佐证。唯一的缺陷就是价格会比较高,只能适合做高端市场。但以营销手段而言,可以将此产品作为带动企业其他内衣产品的领头,可以迅速提高企业的市场影响力,提升企业形象,增加新的利润增长点。
专家预测:有机棉植物染色内衣将成为内衣市场新亮点,具有中国自主知识产权的产品将引发内衣行业的地震。

(本文作者:黄荣华 转载请注明来源及署名)
作者邮箱:[email protected] 欢迎交流!

Organic cotton The plant is dyed to ignite the underwear trade earthquake soon

Underwear trade, an important branch, as the Chinese clothes industry, is displaying the enormous tension of market day by day with improvement of people‘s living standard, according to the incomplete statistics, the capacity of market has already reached the scale of RMB 50 billion, the insider calls underwear trade " the last cake of the Chinese clothes industry ", the prospect is very captivating.
In exchange culmination product three countries, Dan Yu speak Analects of Confucius one national literature return of spirit even more among the upsurge, and the underwear needs to do one from temporary lodging - products of marketing in reasonable return even more, there are not products that would not support the tangible brand which become influence, will not bring long-term profit and development, in the competition of market of underwear in recent years, a lot of enterprises often pay attention to the empty flicker very much, and has ignored real support, the products should be reasons why enterprises, the brand exist!
Green environmental protection, function, ornamental, satisfy the developing direction of different consuming groups, consumption structure. While fully utilizing various natural fiber (take cotton as the core, including the hair, flax, silk), retrofiting natural fiber, it is the inexorable trend that the products will be developed in the future to fully utilize the new plant to dye the method to develop underwear products with characteristics such as the comfortable, functionality,etc. such as the organic cotton underwear,etc.
What advantages does organic cotton have?
Do you think the modern apter to be allergic? Allergic children have more and more too. This is because we eat, there are too many poisonous things worn. The organic cotton does not use pesticide during the process of planting, does not use chemicals while the cotton cloth produces and processes, so, a lot of pairs of chemicals, after allergic person change to wear the organic cotton products with chemical dyestuffs, itch after lightening the skin, even has improved symptom sneezing. Because the child is relatively low to the adult to the resistance of chemicals, so the organic cotton products, to children, benefiting older of the baby. Because the treatment course different from general cotton too, the organic cotton is more ventilative, cold-proof, put on the organic cotton, feel very soft and comfortable, it seems that it is the same to put on the cotton that will be breathed. If you have not begun to wear the clothes of organic cotton-padded clothes yet, must try, you feel and get the organic and cotton vitality!
But organic a cotton defect is having white one only, seem a bit dull. Because its characteristic can‘t be dyed with the synthetic dyestuffs, this becomes a bottleneck of development, this phenomenon can consult the development orbit of the cotton underwear of applausing:
Praised as " color cotton flourishing age " in 2005, the cotton market of Chinese color gets the fast development, cotton underwear of color, the cotton dress of color, color cotton bed product,etc., have entered unprecedented high speed developing stage, the development of the cotton industry of whole color is activated. According to the introduction of insider, in 2005, nearly all underwear brands put out the cotton underwear of color, thousands of manufacturers have participated in development and production of the color cotton knitting products. But because color is single, producers are numerous, the price war follows. Developing into nearly, there is no profit at all.

Heroes fight for the world, the rivers and mountains of leading interconnected system with underwear

Heroes‘ competition, is it successful what is depended on? Valued for one " first " word. "When others have no voice, we sound; When others have voice, we send out louder sound; When everybody‘s voice is all very loud, we emit the sound out of the common ". This some Chairman, brand of underwear, to one view that brand travel, put, reach the actual marketing come on, think, accord with too. The ones that emphasize are one inside " first " the word, an exquisite one is the pace.
Heroes fight for the world, the rivers and mountains of leading interconnected system with underwear

Organic cotton The plant is dyed -----Underwear trade new light spot

It determines that if dyes, must use the dyestuffs of natural environmental protection that the organic and cotton one is natural, can‘t use the additive of any chemistry in the course of dyeing. Under the background, natural plant dye technology just comply with these kind of trend. All dyestuffs that plant‘s dyeing spend pure nature, dye course add any chemical material, the association that the organic cotton plant is dyed becomes the new light spot of the underwear trade.

Organic cotton Prospect of market of underwear that the plant is dyed

Organic cotton and plant dye technology new things that appear recently, it is put the gap that and the market on market in domestic no that at present, it is that the market needs, who enters the market advancedly, who can get the new hegemony of the market first, and will achieve the fairly good market result. This can receive the evidence from the rise of the cotton underwear of color. The only defect is that the price will be higher, can only suit and run the advanced market. But as for marketing means, can regard this product as and drive the leading of enterprise other underwear products, can improve the influence of market of enterprises rapidly, promote the corporate image, increase the new point of growth of profit. The expert predicts: Organic cotton plant dye underwear become underwear market new light spot, with China‘s independent intellectual property right products initiate underwear earthquake of trade.

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