With an annual output value of 15 billion yuan and a quarter of global production, Xingcheng's swimwear industry has long been trapped in the low-profit zone of OEM. On July 13, 2026, the collective trademark for Xingcheng swimwear was officially approved by the China National Intellectual Property Administration, becoming the first collective trademark in Liaoning's textile and apparel sector. This milestone is more than a regional brand identity; it signals that the world's largest swimwear production base is attempting to leverage branding to climb the value chain.
Background
Xingcheng's swimwear industry boasts over 5,700 registered market entities and 160,000 employees, producing 200 million pieces annually—one in every four swimwear pieces worldwide. However, behind this massive capacity, most enterprises operate as OEM/ODM suppliers for international brands, earning thin margins. The newly approved collective trademark is held by the Xingcheng Swimwear Industry Association, with registration number 88537191, valid until July 13, 2036, covering Class 25 goods including swimsuits, bikinis, and beachwear. The logo features a mermaid motif fused with waves and wings, using warm pink and cool blue to reflect marine heritage and international ambitions.
The application process took three years, from public solicitation of designs to formal submission in November 2025, followed by a three-month publicity period and compliance checks. For Xingcheng, this trademark is not just a visual symbol but a strategic vehicle for transforming from scale-driven growth to brand-driven premium. Notably, the trademark is held by the association rather than the government or individual companies, paving the way for a collaborative governance model.
Industrial Impact
The core value of a collective trademark lies in shared use and co-governance. For Xingcheng's swimwear industry, it brings three substantial benefits. First, enhanced brand recognition—consumers can easily identify swimwear originating from Xingcheng, establishing a distinct regional label that aids trust in cross-border e-commerce and overseas markets. Second, upgraded standards—the association has made it clear that only enterprises meeting the Xingcheng Swimwear Collective Standard can use the trademark, forcing quality improvements and eliminating low-end capacity. Third, strengthened supply chain bargaining power—with a quarter of global production, Xingcheng previously lacked unified negotiation leverage. The collective trademark aggregates scattered capacity under one brand, giving the region more clout in raw material procurement, order negotiations, and channel expansion.
For buyers, this means supplier selection will shift from price-based bidding to quality certification, altering the trust and cost dynamics of OEM partnerships. For foreign trade companies, the collective trademark can serve as a regional public brand for overseas promotion, reducing individual branding costs—but only if they meet quality and innovation standards, or risk exclusion from the brand ecosystem.
Practical Recommendations
For Buyers - Use the collective trademark as a reference in supplier screening, prioritizing authorized enterprises to reduce quality risk. - Include compliance with the Xingcheng Swimwear Collective Standard in contracts and conduct regular inspections to ensure consistency.
For Foreign Trade Companies - Actively apply for the right to use the collective trademark, leveraging regional brand endorsement to enhance overseas client trust, especially in high-barrier markets like Europe and the US. - Collaborate with the association on joint promotions and exhibitions to lower marketing costs, while investing in proprietary designs to avoid homogenized competition.
From "Made in Xingcheng" to "Created in Xingcheng," this trademark is just the beginning. The real test lies in whether Xingcheng can translate brand momentum into sustained innovation and market returns. As the goal of becoming a global swimwear supply chain hub is written into industrial plans, Xingcheng must answer not only how to sell more, but how to sell at a higher value.