In the late 1890 s, with the change of national clothing consumption habits and the prosperity of the clothing market, household sewing machine gradually fade out the Chinese family and consumer markets.

In recent 10 years, with the rise of the manual activities in China, as a kind of new multifunction console of DIY creative tools, cultural tool again to enter the Chinese market, demand is growing rapidly.

As a branch of the China sewing machinery association of household sewing machine, xiao-jing Yang knows the development and status quo on the console.Fortunately, in your busy day Yang Huichang accepted reporter's interview, allows us to understand the current from the perspective of global general situation of the development of the console.

The console development new changes

Household sewing machine began as a patchwork of tools, once the family made a positive contribution to society.In 1982, China's domestic social total number of nearly 100 million sewing machine, household sewing machine family nearly 50% penetration rate.That same year, China's household sewing machine, the highest annual output reached 12.5 million units.But after that, as the change of national clothing consumption habits, console gradually fade out the market, gradually reduce the number of China's console.

Now to the rise of multifunction console, compared with 30 years ago has changed significantly, the console is no longer a simple mending tools, but more to become the people to pursue high quality life, cultivate interest.Changes are mainly as follows:

One is the console's product structure.About 2015, the production of household sewing machine 4.2 million units, including about 1.1 million old black machines, mainly exported to Africa, and in rural and remote mountainous areas such as energy shortage region;Multi-functional household about 3.1 million sewing machine.

The second is the console product positioning.Nearly 10 years, with the improvement of people's living standard, in large and medium-sized cities, multi-functional household sewing machine again into the field of vision, the console is no longer a mending tools, but as a kind of brand-new creative cultural tool, recreational toys again to enter the Chinese market.

Three is the console products function.Old black machine mainly seam line, multi-functional household sewing machine is a collection of straight seam, seam twists and turns, keyhole and other functions in one, the load on the new user.In addition, part of the household sewing machine with computer control can realize the function of professional embroidery.

It is because of these changes, the past five years, multifunction console in the domestic market sales of rapid rise from 60000 to 60000, on the north, and wide, deep, Sue, hangzhou and other cities also appeared a seam art quilting, classrooms and other household sewing machine enthusiasts club.At present, the household sewing machine on the market in the face of people in addition to using high-end machine crafters, designers and other professionals, and ordinary consumers.Now the multi-purpose household sewing machine is divided into digital type main, electronic, electric, feature rich products.Among them, basic product has flat seam, seam twists and turns, lock, bag, etc, for ordinary consumers, this type of product price is relatively cheap, use very convenient.

Production with the brand

In recent years, the increase in the number of household sewing machine products on the market, the domestic market in the multiply.In 2010, the domestic market only 2010, just three or four years, has sold close to 500000 units.

At present China's production of multi-functional household sewing machine company, mainly divided into three classes of Japanese, Taiwanese and mainland.According to the China sewing machinery association estimates that Japanese companies in mainland China production of multi-function console around 1.3 million units, the main brand for juki, brother of zhuhai, zhuhai home, good, etc;Taiwan-funded enterprises production around 1.1 million, the main brand in zhangjiagang and xing, tianjin nine dimensions, etc.;Domestic enterprises production more than 80 ten thousand units, mainly in zhejiang leap, ten thousand d, stronger, Shanghai jinyun butterfly, etc.The rest of the European and American brands, such as home wins, buford less in domestic production.

At present, the domestic popular multifunction console brand mainly has brother, juki, leap, butterfly, love can be beautiful (stronger), dragonflies (ten thousand d), wins the home, only gold, true, Nina buford, ai nai, bell, etc.

Console function different, face different crowd, determines the future development in this product may also form the two roads -- one is slightly lower price, simple operation and high cost performance, average household market products;Another is to adapt to the professional high-end products.

Sales model innovation

Household sewing machine sales patterns and industrial sewing machine is different.Industrial machine is commonly agency system, the regional agent access customer information channels, speed, after-sales can rapid response, and can ease the pressure on producers.

For household sewing machine, most of the companies to adopt traditional agent for the sale and the coexistence of electricity sales mode to carry out business activities.Traditional way, divide again for department stores, supermarkets and other public stores and independents way;Electricity sales, mainly divided into online sales and TV shopping way.Nearly two years, the network marketing development soon, the enterprise generally USES Tmall, taobao, jingdong, gome, Su Ningyi buy large shopping sites such as online sales.Today, the network information and the development of logistics industry, the traditional marketing model put forward the challenge, for household sewing machine should be looking for more sales model.

In terms of sales price, still occupy the high-end brands in Europe and America, Japanese brand average price in 1500 yuan, an average price homebred brand in 800 yuan.In terms of sales market, the multifunction console still focused on the coastal developed areas, such as Beijing, Shanghai, guangdong and other places, but has a tendency to the second - and third-tier cities.

Authority work promoting development

From the point of market demand, the prospects of household sewing machine is very considerable, China currently has a population of 1.3 billion, nearly 400 million households, huge market capacity.

 

 

In such a context, China sewing machinery association was founded in October 2014, the console, purpose is to actively guide the market, promote and organize the console society popularization activity, promote modern joint art culture, organize a quilt skill training and certification, KaiZhanGuo, inside and outside the console exchanges and cooperation with the exhibition.

In the console branch has been established for more than a year of, console branch of fruitful activities.Published a joint art home magazine, started the seam arborist WeChat public, organize the console production enterprises to participate in the exhibition of China light industry goods, suzhou expo, support quilting sewing creative competition, held in Beijing eight community console experience activity, promote Chinese enterprises to speed up the pace of internationalization...In the future, in addition to publicity, promotion, popularization and exchange activities, the console branch also ready to launch into the rich and colorful, such as schools, training certification to promote multifunction console become a must-have in good of the modern family.

Have console branch of support, actively carry out activities, believe that the future of household sewing step by step towards a higher stage of development, the pace of its return to the market will be more robust.