就在剛剛結束的第五屆深圳國際品牌內衣展上，參展的企業(yè)一口氣簽下18.1億元的內外銷訂單，為今年深圳服裝產業(yè)的全面復蘇打下堅實的基礎。隨著企業(yè)品牌意識的增強和經營范圍的拓寬，深圳服裝企業(yè)紛紛把目光對準內衣產業(yè)這塊亟待挖掘的“富礦”，大力開發(fā)內衣產業(yè)的潛力。“深圳服裝業(yè)正迎來一個全新的高速增長期，其中內衣產業(yè)將成為最強大的生力軍。”深圳紡織行業(yè)協(xié)會負責人表示。

    　　深圳內衣產值將達170億

After nearly two years of market downturn, Shenzhen clothing enterprises began to feel the smell of market warming from the beginning of the year: first, the export orders were overwhelmed. Next, the demand of the ordering party began to show a diversified trend. Besides women's wear, men's wear and children's wear, the order quantity of underwear also increased significantly.

Wang Wenzong, chairman of Ordifen International Group, said that at present, the international market is getting warmer, and the demand for clothing is showing the characteristics of large quantity and variety. Judging from this, the prospect of domestic garment industry will be very optimistic this year.

Underwear, as a new representative industry in traditional industries, is in a period of rapid development.

At the same time, with the continuous improvement of people's brand awareness, the degree of attention toward dress is gradually increasing from inside and outside, which makes underwear become a new fashion consumer goods.

At the exhibition site, we can see that many lingerie enterprises are holding recruitment fairs with the help of exhibitions.

The head of the organizing committee said that the increase in demand for labor in underwear enterprises reflected the rise of orders and the market situation began to improve.

It is predicted that in 2010, the output value of Shenzhen underwear will reach 17 billion, the highest in the past years, and the underwear output value of Guangdong will also account for 1/3 of the whole country.

Underwear business breakout is the key to brand.

At present, there are more than 230 underwear enterprises in Shenzhen, accounting for 10% of the country's output value.

Experts have warned that in order to ensure the advantages of Shenzhen's underwear industry as a new industry and emerge more international brands, we must avoid the old path of OEM and rough processing. At the very beginning, we should use the brand to "arm ourselves".

We understand that Shenzhen is relying on the existing garment industry foundation to build the largest underwear industry base in China.

For example, the Shenzhen international brand underwear exhibition organizing committee has invested nearly 100 million yuan with Southern China city to build "Southern China SIUF international brand underwear exhibition and trading center". Relying on this large-scale professional underwear service platform, it can effectively promote the development of Shenzhen underwear industry.

Speaking of the long-term development of underwear industry, Ke Huiqi, President of Guangdong Textile Association, believes that underwear consumption is fashion consumption and brand consumption, so underwear enterprises should increase brand building and Research on consumer behavior, meet the needs of targeted consumer groups through unique, personalized product design or product functions, guide consumption, and strive to have a certain number and loyalty of consumer groups, and establish a stable and reliable market base.

At the same time, we should improve the technical content and added value of traditional underwear, and take the road of independent brand development.