"Double 11" Vientiane Radiation Protection Clothing Brand Aggregation And Price Competition (Chart)

"Radiation protection clothing industry will be accompanied by China"

The development has undergone a pmutation. "

Wang Lixian, a researcher at the national special textile association, predicted that this year's double eleven market feedback is undoubtedly a commentary on this foresight.

Data show: Double eleven period, the national radiation protection clothing sales increased slightly compared with the same period last year, and showed consumption gradually branding, small and medium enterprises to price change volume of development trend.

Tmall mall data show: from 0 hours in November 11th to 24 hours,

The total sales volume reached 321 thousand, and the overall sales volume was 56 million 884 thousand yuan, up 23% over the same period last year. Among them, the first-rate brand represented by Shanghai plus, October mommy and Tianxiang, occupied more than 30% of the sales volume of the market, reflecting the trend of brand aggregation consumption.

Among the best selling brands, different brands show different competitive power in different materials of radiation protection clothing: the fragrant and anti radiation clothing is mainly sold by the medium and low end metal fiber, which represents a dominant position in this category. Shanghai's "plus plus" radiation protection clothing is firmly in the first place of the silver fiber radiation protection clothing with its technological innovation.

For the other two or three line brands, constrained by the weak brand influence, it is difficult to form word of mouth and consumption aggregation effect. They can only take the low price way to snatch the middle and low end market of price sensitive persons, and their profitability decreases year by year.

The analysis shows that

With the growing influence, the competition in the radiation protection clothing industry will be the trend of future development. In recent years, the brand aggregation effect has made the survival of small and medium brands more difficult.