One in four swimsuits worldwide is made in Xingcheng, a small coastal city in Liaoning Province. The industry produces 200 million pieces annually, generating over 15 billion RMB in output value, yet it has long remained invisible behind international brands' OEM chains. In July 2026, a collective trademark featuring a mermaid was approved, aiming to bring this 'hidden champion' into the spotlight.
Event Background
The 'Xingcheng Swimwear Graphic' collective trademark, registration number 88537191, covers Class 25 goods including swimsuits, bikinis, and beachwear. It is held by the Xingcheng Swimwear Industry Association, registered on July 14, 2026, with a ten-year validity. Notably, this is the first collective trademark in Liaoning's textile and apparel sector, signaling a shift from individual branding to association-led regional branding.
The application process involved public solicitation of designs, finalization in November 2025, followed by examination and compliance checks over three years. The logo integrates a mermaid, waves, and wings in warm pink and cool blue, reflecting marine heritage and international ambition. For buyers, this mark will serve as a visual anchor for identifying swimwear produced in Xingcheng.
Industry Impact
Xingcheng's swimwear industry is substantial, with over 5,700 registered entities and 160,000 workers, producing a quarter of global output. However, scale has not translated into brand premium, as most enterprises rely on OEM. The collective trademark aims to change this through standardization and regional endorsement.
The association has outlined two key measures: strict adherence to the 'Xingcheng Swimwear Collective Standard' for authorized use, and unified marketing to raise product awareness. This effectively raises entry barriers, pushing enterprises from price competition to quality competition. For buyers, the trademark implies more consistent quality; for factories, it signals a shakeout—compliant ones gain public brand benefits, while laggards may be phased out.
From a global supply chain perspective, Xingcheng's ambition extends beyond the trademark itself. Official language has shifted from 'production base' to 'supply chain capital,' with the collective trademark as a core element of a brand ecosystem. Combined with supportive policies, Xingcheng aims to convert manufacturing strength into standard-setting power and pricing influence. If executed well, cross-border e-commerce sellers can reduce overseas consumer trust costs, and OEM factories may move from behind the scenes to the forefront.