Year End Shopping Season Outdoor Consumption Craze China'S "City Of Rushsuit" Orders Increased Significantly

Before and after December 12 of each year, it is the year-end shopping season of "Double Twelfth" in mainland China. In the "Double Twelfth" in 2024, the consumption of "outdoor wind" will continue to heat up.

Many ready to wear enterprises have achieved high growth by virtue of the "rush suit" category. According to the relevant person in charge of e-commerce Taobao, in December this year, the turnover of its platform shock clothing increased by 21% year on year, of which the turnover of some businesses in the iFashion sector increased by 85% year on year.

"Ten pieces of assault suit, six pieces made in three doors" is widely spread in Sanmen County, Taizhou, Zhejiang Province. This "city of assault suit" has gathered more than 300 assault suit manufacturers. In December, several enterprise workshops in Sanmen County were speeding up garment production, and many enterprises' orders increased significantly.

"We are working on a big order of 80000 pieces these two days, and we are too busy." The workshop of Senbo Outdoor Products Co., Ltd. in Sanmen County is full of enthusiasm. Zheng Yuansen, the business partner, said in an interview with China News Service that the market for trench coats this year is more popular than last year, and the sales volume is climbing, doubling every year.

Recently, enterprises like Senbo Outdoor have received hundreds of customers on average every day. Entering the local enterprise workshop, rows of production equipment are laid out, all kinds of sewing machines are making a noise, and a variety of fashionable assault suits are ready to be formed.

Recently, workers were busy working in the workshop of Senbo Outdoor Products Co., Ltd. in Sanmen, Taizhou. Photographed by Xiao Jian, a reporter from China News Service

Senbo Outdoor is one of the first local enterprises to transform. Zheng Yuansen said that the local embroidery industry is very developed, and "Taizhou embroidery" has a history of 1000 years. In the 1990s, as the embroidery clothing industry became increasingly saturated, the functional and popular sportswear among overseas customers came into the vision of three manufacturers. With the industrial chain, handicraft talent team and channel foundation accumulated in the embroidery industry, the three pioneering clothing industries have sprouted rapidly.

Around 2010, with the rise of China's e-commerce platform, the three door assault suit expanded the online market, ushering in a wave of enthusiasm. Since 2020, outdoor sports have flourished in China, consumer demand has gradually diversified, and more players have flocked to the track of assault suit.

Zheng Yuansen said that the biggest change in the market of assault suit this year is from professional outdoor to daily scenes. In the face of market changes, all the stormcoat enterprises are exploring the way of market segmentation. For example, luxury and fashionable styles are mainly aimed at young groups, as well as working clothes, school uniforms, parent-child outdoor, etc., which are aimed at the market of various groups.

In addition, many local enterprises are also studying the heart rate monitor and humidity sensor embedded in the jacket. By using self heating graphene technology, the enterprise has developed an intelligent assault suit capable of self heating, developed a series of scene based functions such as temperature locking heating wire and scientific and technological mosquito prevention, and the industrial chain has become more complete.

Recently, customers were shopping in Sanmen, Taizhou. Photographed by Xiao Jian, a reporter from China News Service

In 2023, the annual output of Sanmen County's rush suit enterprises will be about 80 million pieces, with an output value of about 12 billion yuan (RMB, the same below), which has formed an industrial trend of booming sales at home and abroad.

"There was a German customer who flew to Sanmen twice, and said that Sanmen's sweater was of good quality and appropriate price. It was warm and resistant to dirt when worn outdoors." Zheng Yuansen said that Russia, Canada and other places with cold climate were the main overseas markets of Sanmen's sweater. Enterprise orders have been placed around the Spring Festival next year. Zhang Yu, deputy general manager of Zhejiang Lantu Outdoor Products Co., Ltd., also located in Sanmen, was interviewed and said that this year, the company's assault suits have been exported to six countries.

According to the data of Yien Marketing Think Tank, it is estimated that by 2025, the market size of China's sports outdoor products will grow to nearly 600 billion yuan. From the perspective of the popularity of consumer discussion, assault jacket has become the category with the highest growth rate of popularity among outdoor products. The consumption circle of the sportswear is also more diversified. In addition to outdoor enthusiasts, it also attracts people interested in beauty, travel, and clothing.

Some practitioners of the sportswear industry said that with the convening of the 2025 Harbin Asian Winter Games, outdoor sports may usher in another wave of craze, and the sportswear will also "charge" a larger market. (Author: Zhang Yuhuan, Guo Tianqi)

(Source: China News Network)