"Cloak" Clothing And Luxury Goods "Made In China"

When China has bred first-class cotton cashmere, when China's four largest fabric factory becomes the top luxury fabric supplier, when there are hardly any big cards that can completely erase the links made with China,

You will ask yourself the following question: why do I have to spend a lot of money on luxury goods?

How far is China made from luxury goods?

In the world fashion manufacturing chain, what kind of position do we have when we can not say that we are not outsiders, and we can not get the symmetry news?

Blatantly refusing or making concealment to China is not just a foreign voice, but also ourselves.

The charm of luxury is closely related to the complexity of human nature. To overcome nature is also difficult. In this sense, vanity is indeed the "fashion favorite original sin".

Regression of luxury consumption value

Wang Jing, the CEO of Wang Meng cartoon, is probably one of the most dressed men in Chinese male entrepreneurs. When he opened the two big private closets, he looked up and looked at Marcello's custom shirts, VALENTINO tulip ties and KENT& CURWEN retro style jackets.

More than 10 years ago, when Wang Jing was the fashion buyer of the third largest retailer in the United States, he once ran all over China's clothing base. He was so impressed by the Chinese fabric and tailoring level.

"But I still buy clothes which mainly recognize brands and have a certain degree of loyalty to some luxury brands," he said. I studied the changes in mainstream consumer groups in the United States. Their rich class pursued brand names in 70, 80s and today. At the end of 80s, the big family began to abandon famous brands, and found it unreasonable to buy such expensive things.

In the past 10 years, the mentality has been more peaceful. Every class knows how to choose things that satisfy the needs of their lifestyle.

China will go through the stage of blind worship of luxury goods, and will soon usher in the era of value return.

Dr. Lu Xiaohe, a professor of luxury marketing center at the French Institute of higher economics and business, and Xie Huali, a visiting professor at the ninth University of Paris, made a study entitled "Chinese luxury consumers". In their research reports, the luxury consumption market in mainland China is not as big as we imagined before. It only accounts for 5% of the world's total. If Hongkong and Taiwan are included, the proportion may be between 10% and 15%.

But the growth rate of the Chinese market is quite high. The total growth rate of the global luxury business is 8%, and China has contributed 2.5%, accounting for 1/3.

Xie Huali also noted some interesting details in the trend. For example, "people who buy luxury goods in China are usually men. In Japan, women are the subjects of purchase, while men in China are buying themes.

You will often see two people go to the store, one person chooses in front, one sits behind, and the other is the person sitting behind to pay the bill.

When people buy luxury goods, 50% are used for business gifts.

And when they buy luxuries for their wives and lovers, they will not buy the same style.

The study also shows that "60% of Chinese millionaires are only more than 30 years old, while in Europe, the average age of millionaires is about 60 years old."

Wang Depei, vice chairman of the Institute of institutional reform, said: "many Chinese regard luxury goods as an investment means. In this era of inflation, oil prices are high, and luxury goods have become more and more places to carry excess currencies."

A Wall Street financial reporter told reporters: "the American people are really poor now. Who has any money to buy luxuries?

I just brought a delegation from a domestic brokerage company to Florida. When they saw the sale of a big suit of 30 thousand large pieces sold in the country for only 500 dollars, they bought two sets at once.

Wang Ran, an Yi Kai capital, once said, "wearing ARMANI was once a similar rule of American finance, and it was also a kind of boring unification."

With the vote of 532 fund managers, the magazine's "favorite luxury brand in domestic capital circle" can also be seen in this magazine. This is a remarkable manifestation of "group fanaticism". In the "most respected clothing brand", Armani's absolute advantage over 1/4 is the first choice for the capital circles.

As for ARMANI suits, they are the prerequisites for getting rid of the breast lining and shoulder pads, compared with the traditional suits.

The men in the capital circle didn't even notice that their beloved ARMANI had purchased the most crucial fabric for men's clothing from Shandong's Ruyi group, a domestic listed company. In 2007, Ruyi general manager's work report pointed out: "internationally renowned high-end clothing brands are using our fabric instead of Italy's top quality fabrics". Besides selling in Europe, the price is more than 1000 euro ARMANI (luxury domestic price is much higher than European price), and also includes familiar German brand BOSS HUGO and Zegna, the best men's brand in mainland China.

Zheng Yonggang, chairman of the Shanshan Group, who has been struggling for many years in the clothing industry, pointedly pointed out: "I think the luxury brand is mainly to satisfy the vanity of a few people.

From the perspective of product quality, the technology and production standards of China's apparel industry are already world-class.

In China's clothing industry, there are a large number of enterprises already in the world's top brands of foundry, many of which are sold in the most expensive consumption places such as Hang Lung Plaza, which are made in China.

I think we are willing to be slaughtered by luxury goods, because the cost of the luxury brands I know is far below the cost of his market, usually 1000 yuan, and the final retail price is more than 10 thousand yuan, or even higher.

He also holds the same theory of vanity as Sohu CEO Zhang Zhaoyang. He wrote this article to warn the compatriots: "ladies can not be so crazy about LV bags. The bags produced by Chinese enterprises have the same quality, and we must see through the poor vanity that a French bag feels decent.

China's clothing and apparel industry began to pform itself into a branding force, and hoped that Chinese people would support Chinese brands and help upgrade China's industries.

Zhang Zhaoyang became the VIP customer of native brand Yi Wen, and began to wear a domestic suit.

Shy luxury goods made in China

Mario Boselli, chairman of the Italy Fashion Association, said: "France and Italy are the one or two countries in the world that have so far played the leading role in the world fashion industry.

In the long run, China has the best material.

I personally feel that the quality of Chinese clothing has improved rapidly, and has made great progress in the past 20 years.

Can the western-style clothes sold at the price of $800 by a Chinese factory compare to the $1400 Italy suit produced by the Wall Street journal?

In the article, two dress experts disagree on the conclusion. After all, in their eyes, the high-end men's clothing with a price of more than 800 dollars has always been the last field for Chinese garment manufacturers to get involved in.

The upscale suit is the most complex of the craft, usually made in Italy or North America, or in Saville street in London. "

But the article still says, "the reputation of Chinese clothing is not very good", but we see that people's resistance has softened. "5 years ago, if shirts were not made in England or Italy, they would not be regarded as top grade.

This is not the case now. "

The beginning of changing people's attitude may be that several clothing companies in Hongkong have almost monopolized the manufacture of big brand shirts in the world. Among them, Hongkong Union garment employs nearly 30 thousand people and produces over 5000 garments of various kinds each year. The shirts made by the company in the US market with more than 1/10 are manufactured by this company.

The Hongkong Yida group focuses on the elaborate manufacture of the tops. They even end up producing pants and coats for the purpose of concentrating on the pure cotton shirts and T-shirts, and establish a complete production chain from cotton to clothing.

The motto of Yida group's own brand "faction" is "the art of shirts", which has only one domestic store at the price of 700-800 yuan per piece, providing up to 34 sizes of shirts.

Zhang Xiaoming, director of the "brand" brand, said that the raw materials of Yida group are from Xinjiang long staple cotton. Xinjiang can produce world-class cotton, which is not inferior to the famous Egyptian cotton and American Pima cotton, but has not been well publicized like many good things made in China.

Scrutinizing today's manufacturing in China has almost covered all aspects of the field of dress, and it is very secret for anyone who wants to go to the processing factory. "Almost all authorized production enterprises in China have protection agreements, and no details are allowed."

Many of the famous brands that Chinese people admire are actually manufactured in some of the heavily guarded workshops in Dongguan or Jiangsu and Zhejiang provinces. It is said that workers who are often in or out of the workshop can not contact the outside world without authorization and count the number of trademarks almost every day.

In collaboration with Zegna, Chen Xiaoxiang, a businessman in Wenzhou, founded in the summer, said that in the interview, "half of the ten top men's clothing brands in the world are made in the Xia Meng factory", but he said he could not disclose the specific brands, but he didn't mention this topic recently.

Paolo Zegna, President of Zegna group, told reporters that the Chinese market accounted for 12% of the world market of Zegna. He stressed that "Xia Meng Yi Jie" is mainly aimed at the Chinese market, and most of the products are mid end products.

Our joint Wenzhou Xia Meng is aimed at different market demands and subdivision, and Xia Meng Yi Jie's products are also different from Zegna's own products.

We will emphasize Made-in-Zegna.

For luxury manufacturing in China, I want to say that Zegna is not made in China.

Of course, some of our products will be selected for production in China. They only account for a small part of Zegna's products. "

Buying hallucinations

In the book "how to lose luster", some of the well-known brands have been unruthlessly exposed to earn high price differentials. In order to earn a high price difference, they should do everything possible to reduce the cost of products, including the use of cheap raw materials, the use of computers and assembly lines instead of skilled craftsmen, sneaking the production lines to low labor countries, still playing the label made in Italy and France, even more despicable, and cutting the sleeves of the clothes in half an inch, without trimming, without lining, and reducing the paperboard layer of shockproof protection in the watch packing box. In her eyes, "in the past 30 years, luxury goods are held by greedy capitalists, and consumers are hijacked by the illusion of luxury. Dana Thomas, a senior cultural fashion journalist in Paris in Newsweek, is a sensation in her" luxury ".

The luxury industry has sacrificed its integrity, weakened its products, tainted its history, and deceived its consumers.

Dana saw a group of 19-26 year old women workers earning 120 yuan a month in China to manufacture luxury brands of leather bags and wallets. One of them insisted that the brand they made in Italy only cost 120 dollars each. "And that night, I saw the same bag priced at 1200 dollars in the department store in Hongkong."

"Hermes completed the scarf in Mauritius, and Louis Vuitton plans to build shoes in India, in addition to making leather goods in its own factories in France, Spain and South California."

For some famous brands, such as GUCCI or PRADA, even if they can be labled with the labels made in Italy, they rely heavily on the Chinese suppliers of Prato. Prato is a small town outside Florence. It has been a famous brand processing area since ancient times. Now it owns only more than 2 of the number of "Chinatown" in Europe, and more than half of the more than 4000 factories are Chinese. They still employ Chinese workers to produce luxuries, but they only move somewhere in geography.

Wu Yue, director of LVMH in China, as the first Asian high level of LVMH group, has been asked countless times on various occasions: has LV been produced in China?

Although he made it clear that the LV brand itself is processed in China is a rumor, but LVMH group has indeed processed in China.

"So far, China's reputation in the world is still an international factory. Now China wants to move from factory thinking to a shopping mall. This is a huge change, and this change is taking place.

The selling points of some brands include producing areas. If we are not made in China, we are actually thinking from the perspective of consumers. No one will act in disregard of consumers.

Ours