I. Market demand for wedding dresses
(1) There is gold to be mined in the wedding dress market.
According to China Private Economy Weekly's March 8, 2008 report, "The baby boom around 1980 in the last century directly led to the wedding boom in recent years. According to the Survey Report on the Development of China Wedding Industry released by the National Wedding Industry Survey and Statistics Center in March 2006, in recent years, about 6,543,800,000 couples have tied the knot every year in China, and newlyweds are willing to spend 365.438+0% of their savings on wedding-related consumption. In 2005, for example, only urban newlyweds spent as much as 465.438+083 billion on weddings.
"According to incomplete statistics, about 90% of newlyweds are willing to spend about 15% of the entire wedding expenditure budget to buy wedding dresses or rent wedding dresses to take wedding photos. The large market demand has made China's wedding market continue to heat up, which has also driven the wedding consumer market. "
According to industry analysis, the wedding dress market is close to saturation in wedding photo studios in most cities in China, and it will only strive for a breakthrough in perfection and integration in the future. The growth of wedding dresses in this market is limited. The personal consumption market of wedding dresses has just started and has great potential.
(2) Questionnaire survey on wedding dress demand.
The author conducted a questionnaire survey on women aged 20-30 in Fuzhou, and sent out 500 questionnaires. The survey results are as follows: on the premise of choosing only one wedding dress, 72.3% people choose to wear a wedding dress on the wedding day, 25.2% people choose to wear Chinese cheongsam, and 2.5% people choose a general suit. The choice of wedding dress ownership is: 38.2% people choose to rent, 49.5% people choose to buy, 12.3% people do it themselves.
There is no doubt that the wedding dress is still absolutely attractive, but it cannot be ignored. There are still quite a few people who like Chinese wedding dresses, but straight suits are not very popular. The analysis of the questionnaire concludes that the increasing popularity of wedding dresses shows the strong vitality of the wedding dress market. In the past, it was a luxury for individuals to buy wedding dresses, and they could only rent them. However, with the improvement of living standards, owning your own wedding dress has become an essential part of many people's marriage. Buy a wedding dress of your own-the wedding dress finally broke away from the "fate" of wedding props and was truly endowed with the meaning of love.
(C) the transformation of wedding dress consumption patterns
The 2007 China Wedding Market Research Report shows that wedding photography is the first choice for newlyweds who only need to get married in 2006-2007 (85.6% people need to take wedding photos); Secondly, the wedding banquet service (78.74% of the newcomers go to restaurants to hold wedding banquets); Then arrange the wedding, honeymoon trip and wedding dress purchase in turn, that is, 56.2% of the newcomers intend to ask the wedding company to hold the wedding for them; 46.4% newcomers will arrange honeymoon tours; 36.6% of the newcomers want to buy a wedding dress for the bride.
Before 1990s, most wedding dresses were rented by wedding photography shops or wedding banquets, and there were relatively few choices of styles and colors. In recent years, with the development of the domestic wedding dress industry, as well as the requirements of newcomers for wedding dress hygiene and personalization, the wedding dress purchase boom has been triggered, and the wedding dress consumption has soared. At present, the consumption fashion of "buying without renting" wedding dresses has been accepted by most newlyweds. In many newlyweds, the price of renting a wedding dress is RMB 180-600 yuan/time (depending on whether the wedding dress is old or new), and high-grade wedding dresses often cost thousands of dollars. In fact, the cost of buying a new wedding dress is so much, which has permanent commemorative value for newcomers. Therefore, most consumers tend to buy wedding dresses. Moreover, the disinfection of old wedding dresses can't be guaranteed. In order to avoid cross-infection, many newcomers choose the consumption mode of "buying without renting".
Second, the development of the wedding industry in China
(A) China wedding dress production and sales field.
Broad prospects and greater market demand have promoted the development of the wedding dress industry. At present, domestic wedding dress production enterprises with a certain scale, grade and benefit are mainly concentrated in Chaozhou, Zhongshan, Shenzhen, Guangzhou, Suzhou, Jiangsu, Xiamen, Fujian and Quanzhou, mainly engaged in trade processing. There are more than 1500 business entities engaged in the production and sales of wedding dresses nationwide, with more than 30,000 employees. As one of the main producing areas of wedding dresses in China, Suzhou is developing rapidly at present, and the wedding dress processing industry in Shanghai and Chaozhou is also close behind.
Now China's wedding dress wholesale market has formed two distribution centers, Guangzhou and Suzhou, and Guangzhou Jiangnan Avenue North Wedding Dress Street, which was formed in the early 1980s, is a famous wedding dress street in Guangzhou and one of the largest trading distribution centers specializing in wedding dresses in China. At present, the wedding dress market in Guangzhou has formed an uneven industrial layout, but in recent years, it has been impacted by Suzhou Wedding Street, and its influence has gradually declined.
Chaozhou, one of the four famous embroideries in China, was awarded the honorary title of "China Wedding Evening Dress City" by China Textile Industry Association and China Garment Association in 2004, becoming the largest wedding evening dress design center and export production base in China. According to the relevant departments, most of the evening dresses that European celebrities like to wear in high-end social places in Paris are produced in Chaozhou, Guangdong; In the annual wedding dress competition in the United States, the top three products in the comprehensive index are all from Chaozhou. Statistics show that the annual output of wedding evening dresses in Chaozhou is close to 20 million pieces (sets), and the output value exceeds 4 billion yuan. More than 70% products are exported to more than 20 countries and regions such as Europe and America.
(B) the status quo of wedding brands in China
In the fierce market competition in China, Cai Meiyue International Wedding Dress, Guangdong Mingrui Wedding Dress, Shang Yun Wedding Dress, Lisa? Wang Dacheng, VIVAN brand wedding dress, Muzhen wedding dress, Fulisha wedding dress, century bride wedding dress, Gege cheongsam and lin li stand out as "the top ten best-selling wedding dress brands in China in 2006".
(C) wedding dress production mode
At present, there are two main ways of wedding dress processing in China, one is domestic sales, and the other is export, but overall, the export sales are far greater than domestic sales. Some large wedding dress processing factories in Guangzhou only export. More than 80% wedding brands in the world are processed and branded in China. Because there is a prior agreement, these wedding dresses will not be sold in China.
The wedding dress industry abroad is very mature, and the wedding dress export production is generally processed through materials or pictures provided by foreign businessmen, with little risk and thick profits. However, the wedding dress industry in the domestic market started late and its development is immature. Many people in China don't know enough about wedding dresses, so the consumption of wedding dresses is very different from that of foreign countries. There is not much profit in the domestic market, and most manufacturers think that the domestic wedding dress market is risky and has low profit. Therefore, the wedding dresses in the domestic market are basically low-end products with low cost and poor workmanship.
Third, China wedding dress market problems
There are also some problems in the rapidly developing wedding dress industry:
(A) product homogeneity, can not meet the individual needs
With the advent of global economic integration, people's speed of accepting new information is changing with each passing day, and the pace of chasing fashion is getting faster and faster. Newcomers also have higher expectations and requirements for wedding dresses. The wedding dress design concept in the domestic market should not be confined to the traditional category, but should design different styles for customers with different personalities and needs. The domestic high-end wedding consumption market is immature, and there is a lack of products and services tailored for high-income newlyweds.
(B) Wedding companies are mixed, and the phenomenon of mixed quality affects the development of the industry.
Although there are large and medium-sized wedding dress production enterprises, except for domestic large production bases such as Chaozhou and Xiamen, hand-made and home-made small enterprises still account for the majority.
Because there is no threshold in this industry, renting a house can set up a factory, especially lacking the coordination and management of the local government. Many small shops compete in disorder, bid maliciously, steal other people's designs, and survive with the lowest fabrics and the lowest prices. This behavior has disrupted the profit point that the market should maintain, leading to the phenomenon of "opening and closing stores" and "leaving stores" constantly staged, and even Shanghai Exhibition imposed sanctions on Huqiu wedding dress to prevent it from appearing in large-scale trade fairs.
According to the report "Looking at 2008 Wedding Fashion from China International Wedding Expo" published by China Textile News in March 65438+July 2008, there are some problems in China wedding market, such as brand confusion, price confusion and serious homogenization. Although there are some international brands in the market, they are few in number and expensive, and are easy to be copied. The 2007 China Wedding Market Research Report also pointed out that there are too many wedding dresses in China shanzhai, the quality is generally poor, and the brand goods are too expensive, which has brought confusion to wedding consumers in China.
(C) the lack of industry standards, inadequate industry management
Since the implementation of "Industry Standard for Fashion Design" in China in 1980s, the wedding dress industry has not issued any industry standard for wedding dresses for more than 20 years except the "dress standard" in the design. Some experts said that it was the lack of various standards that directly led to the confusion of the market price of wedding dresses.
In March, 2008, with the assistance of Shenzhen Institute of Metrology and Quality Inspection, the National Clothing Standardization Committee successfully held a wedding dress textile industry standard validation meeting, and more than 20 experts and representatives from all over the country attended the meeting. Finally, the experts unanimously passed the examination and approval of "Wedding Dress Textile Industry Standard", which made detailed specifications on the hygiene, design, raw materials and price of wedding dresses. In this way, designers will be targeted in future wedding design.
Four. Suggestions and Prospects of China Wedding Industry
According to the survey of experts in the related industries of China Wedding Expo, the national wedding photo studios increase at an average rate of 10% every year. At the same time, driven by the four leading enterprises of wedding service, wedding photography, wedding production and wedding service, an industrial cluster with wedding consumer products and services as the core has gradually formed. The rise of China's wedding industry and its huge consumer market have attracted great attention from peers all over the world.
In recent five years, in Shanghai, Beijing, Guangzhou, Shenzhen and other places, it has become the knowledge of merchants and manufacturers to rely on exhibitions to carry out industry exchanges and promote related trade and local market sales. Among many wedding exhibitions, China International Wedding Expo has developed into the most famous wedding exhibition in China and even in the world. Since it was held for three years, China International Wedding Expo has welcomed the participation of more than 30 world-class brands. On February 29th, 2008, the 7th China (Beijing) International Wedding Expo was successfully held, which attracted a lot of attention. It is reported that sub-venues will be set up in major cities in South China, Central China, Southwest China, Northeast China and other regions to make China International Wedding Expo a weather vane of national wedding fashion.
The brand growth of China wedding dress industry is still in the toddler stage. For the growing wedding dress market, there should be a set of corresponding regulations and measures to establish brand awareness and establish the overall reputation image of the industry.
Some suggestions on the problems in the wedding dress market in China: 1. Attach importance to wedding culture and advocate intimate service and honest service. 2. Conduct market research and fully explore the domestic wedding dress consumption market. 3. Create a well-known brand in the wedding dress industry, build core competitiveness, and improve the management level of enterprises. 4. Wedding dress design should meet the personalized needs of wedding dresses while following the industry standards and norms of wedding dresses. 5. Make full use of modern scientific and technological means such as network to make it play a greater role in the promotion and sales of wedding dress industry.
China's wedding dress industry should seize the opportunity and calmly deal with it, so as to be in an invincible position in the market where the "Nugget" industry in the wedding industry is expanding and the consumption of wedding cakes is increasing.