China Daily Global Edition (USA)

Water sports drive swimwear sales

In the ‘conservati­ve’ China market, makers swear by practical designs for indoor swimming activities

- By EMMAGONZAL­EZ emmagonzal­ez@ chinadaily.com.cn

China’s newly found passion for water sports is driving the swimwear market in the country. Most local and foreign manufactur­ers are focusing on practical designs for indoor swimming.

Speedo, based in the United Kingdom, started selling its products in China more than 16 years ago. It notes that the market for swimwear has been quickly developing, thanks to an increasing interest in health and fitness.

The company has a presence in 50 cities across China. It says the government’s policies supporting the constructi­on of swimming pools and high-end fitness clubs with pools are driving growth in the market.

“The demand has evolved from low-priced durable products to high-quality branded goods with functions and technology that provide an enjoyable swim experience,” said RogerMao, Speedo’s marketing manager in China.

The most notable market trends involve Chinese customers enquiring about products used by internatio­nal athletes but adapted to their local needs.

“We have ‘ Asian-fit’ goggles and swimwear tailored for Asian bodies, and other products that are designed specifical­ly for Chinese consumers,” said Mao. “Young female consumers are also looking for cooler sporty-looking swimwear, compared to the girly cute styles they preferred in the past.”

Looking ahead, the company expects to benefit from rising disposable incomes in China as more Chinese consumers are willing to invest a greater part of their earnings in leisure activities and profession­al products.

“We believe the market will keep growing,” saidMao. “Chinese consumers will be more selective. They will demand premium products and value would be more important than price.”

The Chinese swimwear market is expected to achieve Shirt spray: Price: 25 yuan. Monthly sales: 2,022 units.

Frozen mojito slushies

(mint, lime and shaved ice flavors): This is all you need. To make this 2.0 version of regular mojito, just put mint, lime juice, light rum, ice cubes, and sweetener into a powerful blender. The smashing process allows the ingredient­s to extensivel­y release their flavors, resulting in a much stronger taste than regular mojito. Pour the mixture into a beautiful glass, and garnish it with zest and mint leaves. Hurricane: an annual average growth of 20 percent from 2015 to 2020, according to market consultanc­y firm Frost and Sullivan.

In 2015, the swimwear market in China sawsales of over 4 billion yuan ($601.3 million), boosted by the spread of swimming activities to more locations such as community centers, fitness gyms and seaside resorts, said Frost and Sullivan.

Neil Wang, global partner and China president at Frost and Sullivan, said the swimwear market is still very fragmented in China, with a large number of unbranded small players, a sign that the market still needs to develop further.

“However, as the industry continues to mature, the small players with backward technology and equipment are likely to exit in the future,” said Wang. “The branded local players with healthy performanc­e on the market are expected to largely take up their share due to a comparativ­ely similar pricing.”

Hong Kong-listed sports health company Hosa Group, which started selling swimwear in the country 20 years ago through department stores, warns that intense competitio­n in this segment is growing online.

“With the increasing penetratio­n of internet and e-commerce, the competitiv­e landscape of swimwear has changed,” said William Liu, chief financial officer at Hosa. “Many new brands have sprung up in the past fewyears that sell online, offering lower prices and targeting the mass market.”

The company, one of the leading local players with 1,000 privately-owned stores across China, particular­ly in the firstand second-tier cities, felt compelled to open an authorized e-store through a distributo­r, to take on online competitor­s.

Nonetheles­s, the company notes most customers still prefer to purchase its goods from physical stores, and only 7 percent of its sales last year were from online channels.

In 2015, Hosa generated 1.17 billion yuan in revenue, of which swimwear accounted for 46.5 percent.

Swedish clothing retailer Hennes & Mauritz AB, which has been selling swimwear products to Chinese customers since 2007, agrees that the market in China is currently driven by the practical needs of consumers.

“Chinese customers are relatively conservati­ve and they are more function-driven,” said Stella Zhou, a spokespers­on for H&M. “Therefore, we have more one-piece suits in China for female customers.”

Nowadays, around 60H&M stores sell swimwear in China, mainly in Beijing, Shanghai, Guangzhou and Shenzhen. The company’s brands COS and Monki have also started distributi­ng swimwear products recently.

Looking ahead, H&M notes that swimming has become a popular form of physical exercise, even a recreation­al activity in China and will keep driving a healthy demand for swimwear products.

a summer day, that too in a kitchen without air conditioni­ng. This cooling vest will save you. The ice packs in the pockets inside the vest absorb body heat. The rechargeab­le ice packs make the vest durable. Price: 99 yuan. Monthly sales: not available.

You finish work and reserve a table at a fancy restaurant to date the girl you’ve been having a crush on. But your sweat makes you stink after an arduous summer day of work. Now, this cute little thing may help you with this problem. This cute little robot is a shirt spray, and is full of minty liquids in its stomach. Spray it before going out, and the mist will react with sweat, immediatel­y creating an icy feeling and leaving a fresh minty aroma. Price: 50 yuan. Monthly sales: 1,415 units body down but lights up an intolerabl­e summer day.

You go back home after a long day at work. What’s better than just spending two minutes to pour yourself a glass of mojito slushies?

This rum-based cocktail is so classical that you should have known this aeons ago and never forgotten. What’s best is this: the drink is not difficult to make at all. Filled with fruit juices, the unique fresh taste of Hurricane appeals to many.

To make this drink, simply mix light rum, dark rum, passion fruit juice, lime juice, and grenadine. Shake well with ice cubes, and it’ll be ready to serve. You can adjust the recipe according to your preference. For example, you can add pineapple juice to deepen that sour taste.

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 ?? YU REN / FOR CHINA DAILY ?? Models flaunt the latest designs in swimwear of Hosa Group, which generated 46.5 percent of 1.17 billion yuan in revenue in 2015.
YU REN / FOR CHINA DAILY Models flaunt the latest designs in swimwear of Hosa Group, which generated 46.5 percent of 1.17 billion yuan in revenue in 2015.
 ?? PROVIDED TO CHINA DAILY ?? The first group of revellers have fun at an indoor water amusement park in Hefei, Anhui province, in April.
PROVIDED TO CHINA DAILY The first group of revellers have fun at an indoor water amusement park in Hefei, Anhui province, in April.
 ??  ?? Portable USB fan: This USB fan gives you another reason to continue your cell phone addiction. It can power up via the USB hook-up with your smartphone­s, tablets or laptops. This mini fan frees you fromthe burning heat whilewalki­ng on the streets, or at any place that does not have air conditioni­ng.
Portable USB fan: This USB fan gives you another reason to continue your cell phone addiction. It can power up via the USB hook-up with your smartphone­s, tablets or laptops. This mini fan frees you fromthe burning heat whilewalki­ng on the streets, or at any place that does not have air conditioni­ng.

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