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Sewing machines in China have transformed from a necessity for weddings in the past to a personal creative tool for young people and retirees, leading to the rise of customized embroidery and brand performance.
The sewing machine, which was a necessary item for weddings in China in the 1970s and 1980s, has unexpectedly become popular and has become a new creative favorite among young people. Some brands are even out of stock. From changing Hanfu, to making doll clothes, to changingpet When sewing clothes, young people no longer regard sewing machines as money-saving tools, but use them to create unique works, significantly increasing the performance of established manufacturers.
According to the latest business reports, there have been 460 million views and nearly 1.8 million discussions on the topic “Sewing makes you feel good” on social platforms. Netizens have shown off their homemade hair ties, bags, coasters and other works, exchanged sewing skills, and even made friends with people online.
During the National Day holidays, some shopping malls set up sewing machines and embroidered customers’ names and patterns on bear dolls, attracting people to look, take photos, and inquire about prices. Some fashion stores and cultural and creative stores have also begun to provide customized embroidery services, allowing consumers to embroider their own names or patterns on the spot after purchasing goods.
This wave of craze also led to the establishment of the company in 1908.Japan Sewing machine brand Brother has benefited. Its personalized customization business in China has maintained a growth rate of 30% to 40% for three consecutive years. Third-party data shows that Brother Industries currently accounts for about 25% of the global household sewing machine market.
Zhang Yan, chairman and president of Brother China, said that in the past, families mainly bought sewing machines to make clothes and repair bed sheets and quilt covers, which saved money. However, as the price of finished garments is becoming cheaper, the traditional tailoring task is no longer attractive to consumers. Therefore, manufacturers have repositioned sewing machines as personalized manufacturing tools.
For example, after LABUBU dolls became popular, many young people began to make their own children’s clothes or embroider their own designs on the dolls. Zhang Yan described today’s sewing machine as, “We can even imagine it as a big toy.”
Apart from youth, people above 50 years of age and recently retired are also one of the main buyers. Many people learn sewing as a long-term hobby through senior college or community courses.
To attract beginners without basic knowledge, manufacturers have also launched smart models with functions such as automatic threading, speed adjustment and preset stitches. When paired with the mobile app, hand-drawn patterns or pictures can be converted into embroidery files, allowing users to design their own work.
