At that time, there was not a famous brand product in swimsuit market in China.

As a result, these brand underwear manufacturers try to bring the potential of the underwear market to create their own sky in the swimsuit market.

For a while, several enterprises launched the swimsuit project.

It is very busy to introduce designers, develop new fabrics and recruit skilled workers.

However, the goal before entering the market is to achieve the leading position in the swimsuit industry.

Therefore, in the introduction of talent, capital investment and so on, most brand underwear enterprises do not take the capital.

However, the high-end swimsuit has high technology content both in terms of fabric development and production process requirements, and the investment in capital is quite huge.

More annoyed is that there are no top-level swimsuit designers in China.

Therefore, domestic enterprises spend a lot of money to produce swimsuits that are still not up to the standard of world-class swimsuits.

This objectively leads to confusion and ambiguity in the market positioning of the brand swimsuit.

In an awkward position of high failure and low failure.

In addition, the more serious problem comes from the buying habits of consumers.

The manufacturers of brand swimwear are mainly well-known brand enterprises in the underwear industry.

Therefore, in sales channels, most of them are used to follow the sales channels of underwear.

As a result, a swimwear section has been produced in various brand underwear stores in the country.

However, in the domestic bathing suit Market

In addition, the survey found that most consumers in China change bathing suits once a year, and a few parts are replaced in two years.

Short use cycle and high replacement frequency make ordinary consumers reluctant to invest in "big price" to swimsuit.

In contrast, underwear brands in underwear stores are often priced at 4, 500, or even thousands.

For swimmers, this fast-food consumer clothing product, the price of the brand swimsuit is obviously higher than the average consumer's psychological and economic affordability.

Every summer, in large supermarkets, general department stores, and clothing wholesale markets, about 100 swimsuits are always selling well.

It also reflects the objective needs of consumers and the ideal price of swimsuits in most people's minds.

It can not be said that too high prices directly block the average consumer who has the largest number of consumers in the brand swimsuit threshold.

At the same time, brand swimsuits are also facing the tragic situation of being "cloned" and "Shanzhai".

A brand name swimsuit enterprise has invested heavily in researching swimsuit that designers have worked hard to make.

Once listed, it is fast for two or three days, but slow for a week, and cottage products are springing up like mushrooms.

The copycat version of swimsuit is different from fabric, style and color.

This has also greatly affected the sales of branded swimsuits and hindered the long-term development of brand swimsuits.

Overall, market positioning ambiguity, improper sales channel selection, high product prices and other factors led to the brand swimsuit sales have not been able to achieve the expected goal of production enterprises. So, after struggling for several years, by 2010, some brands of swimsuit enterprises began to shrink their fronts. These companies decided not to develop new swimsuits, completely halted or reduced the shipment of swimsuits. Besides, according to the sales staff, even if the swimsuits of these brands were out of shape, they were all the old ones in the past years. They only sold the last year's exceptionally good ones again, and this year's discount sales were last year's and the previous year's backlog of stocks.