Face to face is the Chinese beach audience in the most popular social networking hot topic, in the June 28 release in Qingdao, the latest generation after the release, once again aroused the concern of the general public. Driven by high demand, its famous, unique appearance and practical function of sunray protection, facekini has become a niche part of the overall swimwear market, as China’s consumer upgrades have released ambitious entrepreneurs more business potential.

Zhang Shi-fan is a 61-year-old baker’s inventor in Qingdao, Shandong Province, China. Since the invention of high-demand products, her products have been moving towards internationalization over the past decade.

The beach mask from Qingdao, also known as the “western face”, attracts many domestic and international headlines due to its unique appearance.

Consumers think this is the most effective and practical way to face sunshine, so in China’s beaches, this hot topic is also pointed out in the media reports.

Nylon products have become a hot topic in Western media coverage, especially Reuters in 2012 in Qingdao Beach posted a picture of middle-aged women.

Last year, a Qingdao residents Jia home, at home to buy five facial skin family, this year and bought two.

“I feel comfortable wearing because of the high elasticity and effective sun protection, because the summer often swims on the beach,” the Global Times said on Monday.

A new trend

Last year in July, a white-collar worker, Li Yang, in Beijing last year, tried to face and found that playing water in the sun was crucial when visiting Bali in Indonesia.

Mr. Lee told the Global Times on Monday that I was shocked when I was wearing it, but I got used to it and realized that it was more important to protect my face from the sun. ”

Facekini not only by domestic consumers, more and more popular overseas.

Zhangjiajie Thursday in the “Global Times” said that some countries in Australia and Southeast Asia can find facekini, and pointed out that “last year online and offline sales of 30,000 to 40,000 facial skin.”

When Mr. Zhang invented the veil for the first time in 2004, she never foresaw the current popularity.

The invention of facekini was intended to be a supplement to the anti-jellyfish swimwear of Zhang Shui’s invention.

Influenced by the needs of Qingdao swimmers and swimming swimmers protected by chickenpox at sea, Mr. Zhang decided to create a anti-jellyfish swim suit to protect her community swimmer and travel to this trip in 2004 The Face to face

“In view of my client’s feedback on the suit, I continued my design by creating an independent mask, only the eyes, nose and mouth, and later became the first generation of” facekini “.

The seventh generation facekini premiered on June 28 in Qingdao seaside, as several young female models showed new features of blue and white porcelain and embroidery to media cameras.

“Porcelain behind the inspiration from the Yuan Dynasty authentic porcelain [1279-1368], now in the Iranian museum display, embroidery on behalf of the traditional Chinese craft,” Zhang said she wanted to express the “Silk Road” concept.

Another highlight of the new generation is to sew the mask on the collar of the swimsuit.

“This improvement comes from my client’s feedback because they think this feature makes it more convenient.” Zhang added.

A new generation of facial skin stock is still in production, is expected to start from mid-July sales.

Still a small business

Beijing’s independent technology analyst Liu Dingding Monday in the “Global Times” said that China’s face-to-face popular behind that China’s consumption is being upgraded and become more diversified.

Shanghai market consulting firm iResearch analyst Guo Shimin agreed that the company has a niche market in China.

“To tell the truth, face to face the first few generations is not very beautiful, but more attention to practicality, because they focus on sunscreen and jellyfish control and other effective features, most consumers are often middle-aged women, Kwak told Monday “Global Times”.

He said that the unique product now attracts young people as consumers, the reason is largely due to social media.

Taobao in China shopping platform on the three stores, Zhang’s Facebook sales in recent years showing a year-on-year growth. Mr. Zhang has been operating body swimwear since 2004 and has been distributing wholesale business over the past 13 years.

However, due to its specific target audience and function, the entire swimsuit market face angle of only 30 yuan ($ 4.42), is the swimwear market, a niche player.

“The product is seasonal and has a very complex production process because of its unique design,” said Mr. Zhang. “Zhang points out that the unique product has the limitations of profitability.

“A swimming product swimwear manufacturer China once told me that they were more willing to do a couple of swim trunks than a noodle pants because the mask needed to work harder,” Mr Cheung said.

Mr. Liu said that despite the current market situation is obvious, but the business is not yet in place. “Meet the needs of specific consumer groups – in this case, China ‘s middle – aged female beach players – should actively encourage aspiring entrepreneurs so that they can pursue the niche market.