can the "leg-baring artifact" still be worn? this brand is the first to announce the standard
2024-09-13
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in recent years, with the subdivision of the apparel industry, some emerging categories have risen rapidly. among them, bare leg socks (also known as "bare leg artifacts"), as a fashion item, are favored by female consumers in the autumn and winter seasons. according to statistics, the cumulative sales of bare leg socks on mainstream e-commerce platforms exceeded 3 billion yuan in 2023, showing huge market potential. however, in the process of rapid development, problems such as market chaos, false data, and uneven quality have followed. many consumers therefore have a question: can bare leg socks still be worn?
image source/provided by the interviewee (the same below)
the "white paper on china's bare leg socks industry standards" released by the industry recently shows that china's online bare leg socks consumer market continues to improve. by mat2024, the scale of taobao's bare leg socks consumption will increase by more than 14% year-on-year, and the scale of online douyin consumption will increase by more than 450% year-on-year. in terms of brand competition, the leading domestic brands represented by ono kazuko, who first introduced small circular knitting machine technology in the industry, occupy 30%-40% of the market share.
as the market grows rapidly and consumer demand continues to refine, the supply side has seen uneven quality, false data, and exaggerated publicity, which has brought confusion to the consumer side. as a high-frequency wear item, bare leg socks have quality problems such as fake white/fake yellow, color differences between different batches, scratches, snags, and wrinkles, which are problems that consumers today generally pay attention to and that the industry urgently needs to solve. the market chaos is closely related to the lack of standardized specifications in the current subdivided category industry.
as a leading representative company in the bare leg socks industry, kazuko ono has proposed a scientific, intuitive and quantifiable reference standard for consumers and the industry based on massive user data and numerous experimental verifications. in this "white paper on china's bare leg socks industry standards", the "bare leg socks 6s standard" and six technical implementation paths including natural color, durability, wrinkle control, comfort, fineness and elasticity were systematically announced for the first time.
the 6s standard is based on kazuko ono's comprehensive r&d testing, production supply chain data and extensive experience in the bare leg socks category. it is combined with cbndata, a leading domestic consumer industry research institution and media think tank, and the shanghai garment industry association. through multiple actual measurements of tens of thousands of samples and precise data research and verification, it provides feasible solutions and industry reference standards for the pain points and difficult issues that consumers generally care about.
as shown in the white paper, in order to meet consumers' diverse quality demands for beautiful legs, concealing skin blemishes, warmth, skin-friendliness, high elasticity, natural colors, and high fit through bare leg socks, kazuko ono was the first in the industry to introduce new testing mechanisms such as the huace 100-person actual testing survey, focusing deeply on consumers' real experiences, obtaining data verification, filling industry gaps, and providing first-hand valuable information for product research and development.
on the other hand, the technology of bare leg socks has been upgraded by upgrading the small circular knitting machine process, customizing the colorgrip™ source color matching system, and jointly developing fabrics with spandex brand lycra to improve the fineness, naturalness and wear resistance of the fabrics. in terms of products, kazuko ono upgraded the outer yarn to 14d high-strength yarn, and launched innovative measures such as double-layer replacement packs and customized large sizes. these practices that fill the gaps in the industry not only meet consumers' segmented needs for bare leg socks, but also drive the industry towards higher quality and more comfortable experience.
the release of this white paper not only significantly improves the industry transparency of bare leg socks products, but also provides consumers with convenient quantitative reference indicators for efficiently selecting high-quality bare leg socks products. it will have a certain impact on the future two-way interaction between consumers and brands, the purchase of safe bare leg socks products, the promotion of industry norms, and the guidance of industry development.
xinmin evening news reporter jin zhigang
