When it comes to sewing machine, the memory of a lot of people still stays in the seventy s wedding consumption "3 big" in "a".At that time, almost every family has a sewing machine like this: dark of the nose, the pedal of log of mesa, cast iron, no power, as long as your feet according to certain rhythm and speed control pedal ups and downs, you can simply by a belt driven in the machine.However, as the consumption grows, clothing handmade demand decreases, the traditional sewing machine is already faded out from the household consumption.

Is not expected, which is mainly composed of garment consumption in the current, a kind of brand-new household sewing machine products not only sell well in Europe and the United States, and other countries, and has realized the high penetration of family, the Japanese penetration of more than 50%;In the domestic market, by 2012, the household annual sales of 600000 sewing machine, the average annual growth rate of more than 30%.

What is new, let household sewing machine market revealed a distinctive change?And what kind of new technology, new functions that traditional household sewing machine to realize the transformation and upgrading, and to let the consumer to bloom?Held in "2013 China international sewing equipment exhibition (CISMA2013)", during a meeting with the media, chairman of the China sewing machinery association He Ye about high-tech brings to the traditional consumer goods for consumers.

From simple sewing to multifunctional integration

In innovation upgrade can embroider, buttonholing sewing machine

, chairman of the meeting, in the media He Ye released a set of digital shock many consumers: as the butterfly brand household sewing machine industry brands, only in the domestic market sales have increased by more than 160% last year. 

Multi-functional became the most effective tools for household sewing machine to expand the market, on the "light consumer goods exhibition 2013", consumer Hu Zhenpei in butterfly sewing machine area.She tells a reporter, she use old sewing machines or their parents' s product, can only do simple sewing, detailed some technical work, such as buttonholing, initialed, oneself always can't control.Not only can the multi-function sewing machine, automatic threading, buttonholing, free conversion presser foot, also can install zippers, lace.

Not only the "butterfly", galleries in sewing machine, a cost up to more than 10, ten thousand yuan has attracted many consumers of the multi-function sewing machine, the crowd wowing wwe coming from time to time., reporter saw this sewing machine is equipped with electronic display on the left, staff through the screen can choose built-in pattern, design, or a text, just a few simple screen click on the step, the machine can automatically embroiders all sorts of design.Field staff said that the machine can not only design, built-in software can also embroidered pictures, only need to insert the USB port of mobile storage devices, can automatically read the photos of these documents, and through professional software into embroidery needle.

Dealers in the middle of the crowd of onlookers, liu fang looks very calm, she told reporters that his shop is located in Beijing sewing equipment and accessories cloth art is on regional sales - grand palace gate business circle."In the retail market, the prices of the multi-function sewing machine are not low, low price, thousands of yuan, gao yu yuan."

Is already so, since the last two years, liu fang stores, sales of household sewing machine is still in the growth.In 67, she said, "before he has just in this line, at that time, every month if you can sell more than a dozen machine, that I was going to celebrate.Now shop sales of at least several hundred per month, the best seller is WuLiuQian yuan muti_function model. 

, as they claim to be provided by the China sewing machinery association statistics show that by 2012, the domestic market multi-functional household annual sales of more than 600000 sewing machine, the average annual growth rate of over 30%, the market demand for high-grade sewing machine also increased year by year.

In He Ye point of view, "with the continuous improvement of living standards, personalized DIY become fashion, seam art culture has attracted more and more consumers are involved. As a quilt, cloth art, handmade, personalization and other forms appear constantly, the amateur team expanded rapidly, it also provides a broad market space for household sewing machine. At the same time, the console is becoming more and more intelligent, convenient, multiple functional, these performance advantages, also let sewing process become more interesting, more enthusiasts to join."In addition, she also pointed out that "with young people as the main customer base also promoted the development of the multifunction console network sales model, sales growth."

For domestic household sewing machine market, China sewing machinery association had such a measure: China has a population of 1.3 billion, nearly 400 million households, according to 10 families have a household sewing machine to calculate, is equal to the market demand will have more than 4000, ten thousand.With mid-range price 2000 yuan each, plus drive needle, wire, cloth and other related accessories market, is expected to boost domestic demand of nearly 100 billion yuan, and with the constant improvement of the multifunction console family penetration, this number is expected to continue to expand, thus forming a huge domestic market potential.

Traditional intelligent electronic sewing machine grafting

Computer control "rookie" is able to operate

On September 25th is held at Shanghai new international expo center "2013 China international sewing equipment exhibition", China sewing machinery association director He Ye confidence, and this confidence comes from the science and technology innovation to the transformation and upgrading of traditional industries. 

After 2 months, only held in Beijing China international exhibition center on the "2013 China international light industry goods exhibition", the reporter was personally experience the new multi-functional household sewing machine after the upgrade.

In the main "fast life" current, simple and convenient operation is the first condition of stimulating consumption.For young consumer groups, the traditional household sewing machine hard hands and feet coordination, car line control, so, so is the new type of household sewing machine?Without the basis of sewing whether consumers can also easy to use?In sewing machine experience area, a side is equipped with LED screen "KH" intelligent console exceptionally strong.Field staff told reporters that the machine is completely realized the electronic chip control, can automatically stop needle, drawn wire.

Under the guidance of the staff, the reporter took less than twenty minutes, you can sew a straight line, and quickly grasp the skills of turning.According to the staff, as long as learn to sew a straight line, turning, sewing cloth wallet, cushion for leaning on can set of simple work.

At the scene of the exhibition, computer sewing machine and convenient operation not only attracted reporters "rookie" class consumers, even the tradition of sewing machine also himself experienced some older consumers.See the results of the reporter sewing, nearly sixty years of dong xin irrepressible excitement, find a sewing machine to try to operate.Decades of traditional sewing machine operation, let her go quickly mastered the smartphone line way, "I've always wanted to see how to operate this new kind of sewing machine, and intend to choose and buy one today. They usually like to put the pieces of cloth together to make some cloth art adornment. In fact, the requirements of the quilt is accurate, and the production of traditional clothes is not the same, sometimes even can't appear a mm deviation, in this case, the mechanical control of sewing machine is far less than the computer precision control."

Come try sewing machine product not only dong xin, He Ye director told reporters, "last year 'light consumer goods exhibition, multi-function sewing machine experience area is the exhibition of the most popular place, until the move-in flow uninterrupted. According to the association, only three days time, visitors are close to 2000 people."

Similar scenario also appears in "CISMA2011" exhibition, He Ye said, "the exhibition was particularly has opened up a console leisure experience area of nearly 200 square meters, three days and a half, thousands of thousands of consumers are attracted to the recreation area console before. After some visitors to experience personally, promptly pay to buy, also make the console sales after the show there is a small climax."

Grafting in He Ye of view, the traditional sewing machine other electronic science and technology is the development trend of household sewing machine market.Research group of China sewing machinery association had to Japanese research, as the console culture is very developed countries, Japan's sewing machine and electronic technology, electronic control, scanning, high-speed photography, and other science and technology mutual grafting, which makes the manufacturing technology in the world in a leading position in the industry gradually function constantly, and adapt to the changing market demand.

In the interview process, He Ye director has repeatedly stressed to the reporter, "in fact, while household sewing machine fade out the line of sight of people, but the domestic production of household sewing machine did not stop because of this, the sewing machine industry through constant technical innovation, the transformation development, realize the change of thoroughly remould oneself household sewing machine production. The 21st century, brand new, computer control, can realize a variety of sewing functions on one machine intelligent multi-functional household sewing machine is implemented, and extensive sales to represented by Europe, America, Japan and other developed countries, achieve the penetration rate more than 50% of households. In recent years, as China's economic rapid development, constantly improve people's living standard, the household sewing machine to return to home to have a preliminary economic foundation, conveniently and console as sewing machinery industry in China to promote culture is the strategic choice."