The socks market can not be underestimated

A pair of seemingly simple small socks, where the customer made a big article, with a magnitude of more than 10 million pairs a year, to create a sexy fashion stockings and cotton socks comfort and warmth. Recently, the Internet fast fashion brand Vanke Eslite disclosed that it sold approximately 12.5 million pairs of socks in 2012, second only to VT, and 8 pairs of per customer socks were purchased. In the past two years, Vanke's best-selling star models have sold more than one million pairs of silk stockings, and black is the most popular. In the spring and summer sales season, it can sell 7,000 pairs per day; in comparison, cotton socks are more affected. Men's welcome, this year's new quality of life combed cotton socks, the annual sales of 2.3 million pairs. In the sales share, the amount of stockings is 53%, and cotton socks are about 47%.

It is worth noting that due to the warm weather in Guangdong, Guangdong has become the most populated city in the country with annual sales of 1.1 million pairs, far ahead of Beijing in second place, and third place in Shanghai. . In addition, consumers in Guangdong and Shanghai spend nearly twice as much on stockings than they do in cotton socks, and Beijing prefers to buy socks in comparison with these two southern cities.

It is understood that when the guest entered the women's wear market in 2009, it began to cooperate with the global socks industry giant Mengna. The first single stocking was over 300,000, and sold out in just two or three days. Now after more than three years of cooperation, Mengna has taken over 80% of the supply of all customer socks and stockings. Mengna's order volume at Vanke also exceeded 50 million yuan in 2012.

After more than three years of product development, in 2012, Vanke deeply plowed in the hosiery market, proposed the concept of “mild fashion”, and promoted the overall product to the younger, based on the spring and summer and autumn and winter in the basic models and colors. The gap has increased development efforts. In spring and summer, stockings have been designed and developed in 23 colors. The material used is a high-tech ultra-fine double-cored silk that is softer than hair. The texture is meticulous and detailed, and it is not easy to use silk. Single sales are worth more than a million pairs, of which the most popular still is black stockings. Seasonal sales can sell 7,000 pairs a day. According to the previous five-year anniversary of the relevant data show that all five years, where customers all products in the hottest single product, that is, "silk silk soft trousers stockings (high elasticity)".

In the autumn and winter, stockings are made of color to make a fuss. The sweet fruit coloring base includes pantyhose and leggings, and in 2012, it increased from 24 SKUs to 50 colors, creating the most complete color in the entire network. The stockings image, in addition to black and gray and other classic colors, in particular, increased the fluorescent color and retro color, with the ever-changing colors to the classic models increased vitality, loved by young users. The fashion and warmth of thick leggings make more and more young women use this kind of products in autumn and winter to completely replace the “autumn trousers” in the fashion industry.

In addition, in order to meet the market's growing emphasis on shaping the needs of the psychology of the needs of the customer in 2012 launched the IN was thin vertical striped pantyhose and anti-venous pressure socks two types of products successfully tested the water, become the second group of stockings products main force .