The rise of brand umbrellas from a market perspective

The latest survey shows that in the first three months of this year, the Purchasing Managers Index (PMI) reached 51.3%, 51.6%, and 51.8% respectively. The steady growth data shows that China's economy is running well in 2017. However, in view of the current market worries of "good macro and bad micro", the transformation and upgrading of my country's manufacturing industry, especially the daily necessities manufacturing industry, still faces considerable challenges.

In recent years, there has been a lot of news that my country's labor-intensive industries will be rapidly relocated to Southeast Asia. Although many industries have made rapid adjustments under the new situation, in 2017, as my country's umbrella industry, which has long relied on exports, it seems that it has not been able to adjust the RMB exchange rate, increase production costs, lack the right to speak in bidding, and brand influence. Scarcity and a series of quagmire to escape. Where are the exports of China's umbrella industry? In the changing market situation, which type of company will stand out?

This article will try to analyze one by one for you through an in-depth analysis of the current Chinese umbrella industry.

From daily necessities to fast-moving consumer goods, the improvement of consumer demand and taste

Since the 1990s, the global umbrella industry center has begun to shift to mainland China, and many old Chinese umbrella industry groups have emerged at this time. According to statistics, Hangzhou, which was the most intensive area of umbrella-making industry in the country at that time, provided more than 1 billion umbrellas to all parts of the world every year during the peak period, reaching an average of 1 in 7 people in the world who use umbrellas made in China. grand occasion.

However, with the rapid rise of China's local market in 2017 and the rapid improvement of market consumption capacity in recent years, traditional low-cost umbrellas have been unable to meet the diversified needs of the market. Especially with the overall prosperity of China's economy, the continued downturn of the world economy, and the trend of a large number of high-consumption groups gathering in China, umbrellas that are more in line with the taste of high-end consumer groups have become a new market demand. The umbrella itself has also developed from a single daily necessities to a unique product with the characteristics of fast-moving consumer goods.

In the future Chinese umbrella industry market, whether for the strong traditional umbrella companies that relied on OEM exports in the early stage, or the emerging companies rising in the Internet frenzy, the grasp and focus on consumers' taste needs will be the only thing that determines the future of the company. guide.

The market demand of high-end consumer groups adds additional product added value to umbrellas

In the current Internet+ era, as a response to market changes, a series of value-added special services such as private customized umbrellas have also begun to emerge. But consumer demand is far more than that. In 2017, when many consumers buy umbrella products, they have already begun to think about the value, history and function of the umbrella itself. What else can this umbrella bring to me besides sun protection and rain protection? It has become a concrete manifestation of new market demands. It was also at this time that the German kobold folding umbrella, represented by a company in Xiamen, Fujian, my country, began to be favored by high-end consumers in my country.

It is reported that German kobold was founded in 1855. It is a German classic brand that has survived the baptism of two world wars. It was originally founded by the old Augest Kortenbach and Carl Rauh in Wehlen-Rhineland, Germany. As early as the 19th century, German kobold began to fully produce and sell classic umbrellas made of whalebone, metal, and wood, and thus won the title of "Master Umbrella".

In 1928, its "Fomna", "Simplex", "Asra", "Neptun" and "Venus" series sold well, which also made the German kobold brand widely spread in the European continent. In the past 162 years, German kobold has repeatedly led and supported Antarctic expeditions, protection of workers' rights, and equal pay for women for equal work, which has added a legendary color and unique charm to the brand.

It should be noted that when consumers buy a product, the brand history, tradition and inheritance as the added value of the product will be an important option for consumers to consider, and this is exactly what my country's traditional umbrella companies lack at present.

Under the circumstance that a German kobold folding umbrella can still sell well at a price of 500 yuan, we have also roughly seen the trend of the Chinese umbrella consumer market in the future: that is, deeper product accumulation and richer product added value. . Consumers in the Chinese market are looking forward to the birth of more tasteful, individual and iconic products.