The Radiation Protection Clothing Market Is In A Predicament &Nbsp; The Baby Industry Is In A Loss.

At the end of 2011, CCTV reported on radiation protection clothing.

For a time, sales of radiation protection clothing nationwide were blocked.

In fact, radiation protection clothing is a product that creates demand. These products usually appear for a short time and lack standards for supporting industry development.

Radiation protection products get into trouble

Pregnant women's radiation protection clothing can not resist radiation instead of absorbing radiation, and immediately let the baby industry with a focus on product efficacy get into a loss.

The only radiation protection association of Shanghai, the National Association for electromagnetic radiation prevention, responded that electromagnetic shielding clothing is effective for shielding electromagnetic waves, and that electromagnetic shielding clothing can not be an electromagnetic wave collector. Consumers can not have any fear or worry because they are wearing or wearing electromagnetic radiation suits.

Although the industry association has made its own voice, Fang Zhou has "reputation outside".

The impact of events continued to expand, and sales terminals immediately responded.

It is understood that some of Shanghai's radiation protection products counters sales plummeted by 50%.

And some well-known online stores, from the previous monthly sales volume of nearly 10000 pieces quickly reduced to monthly sales of only dozens.

Radiation protective clothing for pregnant women is a newly emerging industry in the past 5 years, because it caters to baby pregnant women

At present, 20 million newborn babies are born every year in China, and the consumption of the above middle cities around the neonate is 6 thousand yuan ~1.8 yuan / person.

The huge Chinese market has driven the rise of the baby industry, focusing on the enterprises and brands of pregnant and infant industries and even the risk investment.

Radiation protection for pregnant women has also become an important demand category in the industry.

According to statistics, the annual radiation protection clothing has several billion yuan market scale.

However, after being questioned, radiation protection clothing has been blocked not only by nationwide sales of radiation protection clothing, but also by the entire industry.

Standard defective products should not be the main product line.

"Now the impact of online sales is very large, the impact of physical sales is not obvious."

In the industry, sales of the top three brand of radiation protection clothing brand "Xiang Xiang" a municipality dealer told reporters.

He also expressed his concern: "I do not know what the progress of this matter will be. If the impact of physical store sales is gradually emerging, then we may reduce the order quantity in the new year."

AC Nielsen launched the 2011 radiation proof maternity dress ten brands ranking report shows that Italy JoynCleon (Jing Qi), Shanghai Tianxiang, October Mommy, Ting Mei are all on the list, of which Shanghai adds fragrance to the dealer mode to expand the two or three line sales channels, October Ma has opened a direct store, Ting Mei agency and direct battalion involved, Jing Qi is leading in the field of TV sales.

Because the whole series of incense products are almost related to radiation protection, they are more vulnerable in the industry.

"The impact of online sales is relatively large, because this part of the population's consumption concept is not very stable."

Xu Tao, chief executive officer of the Xiang Xiang group, admitted to reporters that the market counters were slightly better.

Zhao Pu, chairman of the first month of the pregnancy industry, is telling reporters that "the product line of October is more complete, the radiation protection products are only part of the product, so the overall impact is relatively small."

"Because of the absence of national standards, there are great risks in the field of radiation protection clothing for pregnant women."

Zhao Pu said that she had early estimated the risk, so the strategy has always been taken: no products with no industry standard are not the targets of the company's promotion, but for those product lines with industry standards and clear testing methods, October mom will focus on cultivation.

"For example, when testing the fabric, we can put the product into the National Testing Center for testing, compare with the similar products in the industry, and get the conclusion of the industry recognition."

Zhao Pu pointed out that "the biggest problem of the current radiation protection products is that the industry standard has not been established and lacks credibility."

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Rich product line is more resistant to risk.

When the incense dealer plans to reduce the order quantity, Xu Tao Fang asked the reporters carefully about the dealer's idea, but he did not make any judgement.

Comparatively speaking, Zhao Pu seemed more relaxed.

"Most of our products are sold under the direct selling system, so they will not be affected too much."

At the same time, due to the abundance of other product lines, to a large extent, it also reduces the impact of radiation protection products on the overall sales.

"If products that confuse consumers are not conclusive, we may reduce their product lines," he said.

However, for those enterprises that are still in the initial stage of brand development, the direct investment system often means huge investment. Most small and medium-sized brands are developing their own channels through the mode of agent joining.

"Creating demand oriented industries and products, adopting the channel mode of joining and acting, there are always greater risks."

Yang Yeqing, a marketing expert, told reporters that the instability of industry standards and market knowledge will bring risks to investment.

"Even if the market is mature, if consumers' cognitive obstacles exist, they will also bring challenges to channel providers."

Yang Yeqing gave a case: there were several pmigration of European and American milk powder and Japanese milk powder in the Chinese market.

At first, consumers thought European and American milk powder was better. Later, they thought Japanese milk powder was more suitable for Asians, and now Europe and America milk powder once again occupied the mainstream position.

In fact, in many emerging products and industries created by demand, there is such a problem, that is, the market demand has increased too fast, which has exceeded the consumer's cognitive level.

When the industry is in trouble, the market will react quickly and show a weak side.

Therefore, remind entrepreneurs and distributors who want to enter such industries: don't be easily confused by the prospect of a new market. For some new markets that propagate "created demand", it is prudent to enter.