2010 Advocating New Consumerism

One of the series reports of Ruyi 2010 China Fashion Forum

The tension of brand comes first from the driving force of consumption. In the new environment, the changes in the structure and trend of Chinese consumers will be discussed in the "2010 China Fashion Forum".

New trend of consumption in China

McKinsey Global Partners and global directors

In December 26, 2009, I took a vacation in Losangeles, and I came to a large Oteri J in the outskirts of Losangeles.

The consumption places abroad are different from those in China. There are many places in the world, and there will be many locations on the busy occasions. But it was quite unexpected to me that the road was one or two miles away from the shopping center, which was already full of cars. When I walked to the shopping center, I heard the voices of Koreans and Chinese in their ears. They were the most powerful consuming teams. The trumpet in the mall has two languages, Chinese and English, and I am very shocked by the consumption ability of the Chinese people.

One of the problems that I have never been able to understand is that in Chang'an Avenue, there are many high-end shopping malls less than 10 kilometers long: Xin Guang Tian, China Hotel and Oriental Plaza, which contain all kinds of leading brands. These sophisticated brands of the world have foresight the ability of Chinese consumers in many years, and have paved the way for their brands very long ago. The promotion of the Asian consumer market can pull its global market. With my experience in Losangeles, I have at least one answer: one of the reasons why they are successful is that the world-famous brands can be prosperous and forward-looking.

So, I am here today to provide you with some analysis of market trends, because no matter how you design unique products, no matter what kind of consumer demands do you design, who will ultimately be targeted at?

First of all, the process of urbanization in China is huge. The process of urbanization has brought the biggest foundation to our consumption ability. What kind of scale should China's urbanization be? I want to give you some concepts. First of all, the number of people living in cities will increase by 350 million in the next twenty years. What is the concept? There will be 200 cities with millions of population in the future. Let's imagine that there are only 35 such cities in Europe now. By 2025, 2/3 of the population will live in cities, that is, nearly 1 billion people. In such a process of urbanization, 80% of urban consumption will target the middle class, and the top 15% will go to high-end consumption.

Everyone is talking about the Chinese market and the new trend of China's consumption. Here I would like to enlighten you to think about a question. Is the future Chinese market a market or a N market? Is it divided according to the city or according to the consumption group? I think the main difference of preference is regional difference.

Regional differences come from the different cultural histories of cities, and are also related to the urban population structure. For example, the same level city group, Shenzhen's foreign population accounted for 86%, Guangzhou accounted for only 27%, the foreign population is different, determines the consumption preferences are different. Another example is that cultural appeals are different. For example, consumers in Shenzhen are less concerned about product safety, but advocate individualism. Consumers in Beijing, Tianjin and Hebei have more considerations on product safety. Shanghai has more pursuits for individualism and higher pursuit of brand names. So we can see what consumers need and the loyalty of consumers varies greatly in different regions. These differences also affect the marketing mode.

As an enterprise, we are considering how we can create regional brands to emphasize the demands of the region, or as a national brand, how our demands should be adjusted, how the marketing mode can be changed, so that we can better capture various market opportunities. Just like a Guo Degang in Beijing, Shanghai came out with a Zhou Libo, which is different from all parts of the country.

Consumers are increasingly advocating luxury or luxury, advocating simplicity or advocating green environmental protection? I think there are great differences among different groups. The medium-sized cities in the future will be the fastest growing market. In the future, smaller cities will account for more than half of GDP in 2020, so the development of small and medium-sized cities can not be ignored. And these small and medium-sized city consumers may have different ways. When we discuss the high-end brands, we pay more attention to the details of life, while building sophisticated brands and high-end consumers, we should also think of a lot of emerging new markets, many of which have just turned into urban population and have just entered a well-off society. Are we advocating the vanguard culture of the metropolis, or developing the well off culture of the small and medium-sized cities? Or is it a hundred flowers bloom and a hundred schools of thought contend? This is also a question worth considering when we build our own product appeal.

Brand and consumer convergence

20/20 retail environment creative director, British famous retail strategy expert Ms.Sanela Lazic

Today's customers are very smart, they have their own determination, they know what they want, and we also know that any consumer may become a music producer, a TV director or a reporter critic. Anyone can now become a retailer. So this can not be ignored. For retailers, what kind of products or services are they using to lead consumers? This is a challenge they face. In the Chinese market, we also spend a lot of time to investigate and find that Chinese people are more interested in using the Internet to develop entertainment activities, shopping and work. For example, between 18 and 44 years of age, 1/5 of consumers will first search for relevant information on the Internet before buying a product or service. At the same time, there are 126 million blogs published online every day in China. Consumers will exchange knowledge through blogs or Internet, and share some ideas about a product or brand.

Coco Chanel once said: "fashion is not only reflected in clothing, it exists in the sky and the streets. It must be full of ideas and closely related to our lives." This is an idea that Chanel says, what is the inspiration for us? Although fashion may change constantly, it must be closely integrated with customers, and customers have corresponding knowledge, so we must encourage our consumers to participate in brand development. In that case, they may be willing to buy your product.

Next, let's take a look at several aspects of customer integration.

The first is emotion. Emotion is not allowed to be overlooked. Emotion is a thing we can not ignore when we talk about fashion, because emotion can embody a person's personality. Many companies will put the brand proposition in the first place. For example, we once contacted an American company and wanted to enter the European market. They found that their brands could not well reflect some needs of European customers. So what they had to do was understand the needs of European customers first and then publicize their customers accordingly.

The second point is innovation. Innovation is not to do something crazy, but to explore your intrinsic value and to think about what makes you different from your competitors. Here we combine innovation with inheritance. When you put this combination here, you will find some new features.

The third is credibility. If your brand is an Asian brand, you will find its uniqueness. You can find out the uniqueness of your brand. If you believe your product is really good and want to push it to the market, in China, personal consumption accounts for only a small proportion of GDP, so we must find suitable products for our customers and push the products to the right place, so that we can truly catch customers.

In the community, in fact, it can also play a certain role. This community not only includes online communities, but I think there are other communities. In these cases, the community will become a very important tool for customers to establish a connection.

Another example of the community is about collaborative creativity. Collaborative creativity means that you can make creative products similar to your brand to share, including quality, quality and some simple ideas. If these customers say they have the same fashion values, they will be very willing to establish a relationship with customers and establish a fusion relationship with the brand. At the same time, these customers can also communicate with each other.

The fourth aspect is humanization. I think humanization plays a very important role in the development of society. It is very important for you to find the right strategy and correct position. If you want to become a strong brand, you must do so. But these customers, especially the customers in our fashion industry, want to have a very meaningful future life, so you must use these ideas to promote future development. In this movement, people want to understand the true meaning of life. Fashion is also part of the whole campaign. Here are some examples: after the recent Haiti earthquake, some brand enterprises organized fashion shows and auctions to save the victims. These activities reflect a kind of humanistic concern.

Finally, we need to take a look at corporate social responsibility. We are going to show this trust and explain how customers choose products and what choices they have. To make our products credible, it involves our entire integration strategy, so that our customers can integrate with our brands and be able to take responsibility for ourselves.

To make our future successful, these five cornerstones can help you create your own brand.

The desire and secret of consumption

Zhou Xiaozheng, sociologist and director of the Institute of Sociology of law, Renmin University of China

As we all know, we have three values: truth, goodness and beauty. What is good? "Good" belongs to ethics. Premier Wen Jiabao said that we should have correct economics and noble ethics, and ethics is the solution to good and evil. We are talking about clothing, clothing is about "beauty".

The most important function of clothing is to keep warm, shame and beauty. Now, the function of keeping warm has dropped, and the function of shame has dropped. Now the clothing is mainly for beauty.

The secret of consumption is known to all. We now call sustainable development. It is not difficult to develop, but sustainable development is difficult.

How many people are the target brands of China's clothing brand? According to the estimate, the number of Chinese billionaires who earn more than 100 million yuan per year is 51 thousand by the year May 31, 2008. Over 10 million less than one hundred million, we call it "multimillionaire", China has 825 thousand; the annual income of more than 1 million yuan is 5 million; the annual income of more than 120 thousand yuan, that is, we call high income, 60 million, this is the target group that we all engage in famous brand clothing.

We also have a middle income group, that is, the annual income is less than 120 thousand, which is greater than 5000 yuan, and this person has 250 million.

For these people, clothes are for beauty.

For those who earn less than 1.25 dollars a day, that is to say, those who live less than 8 yuan a day, clothes are warm and shy. If this standard is applied, we still have 250 million people in China.

Of course, we China has its own standard. The annual income of this standard is 1196 yuan, 3.28 yuan per day. That's how the crowd is 45 million.

So in China, if you want to grasp the trend of consumption, or want to know the secret of consumption, you first need to know which consumer groups you are targeting.

The consumption of luxury goods in China has ranked second in the world. Why?

So if we want to grasp the trend of new consumption, we must first study the stratification and flow of society. The stratification theory of the Academy of Social Sciences points out that there are 300 kinds of desires and needs, and we have condensed them into 15 categories. Among them, the most basic desire is curiosity and thirst for knowledge, which have been accompanied by human life for a lifetime. Of course, there are all kinds of desires, 15 basic ones.

As we all know, China's urbanization is unprecedented and likely to be unsuccessful. Is it a good thing? It's not a good thing. You should pay attention to the so-called big city disease. For example, Beijing is a huge city.

Large cities have become cement forests, and all kinds of pollutants cause leukemia 6 times higher than the average level. Breast cancer is 10 times higher than the average. The disease in big cities is very serious, including traffic jam. Beijing has 4 million to 6 million vehicles. Traffic jam will be a norm.

Therefore, we must learn from the experience of developed countries, and developed countries are beginning to reverse urbanization, especially large cities, which are not suitable for human needs.

To build an environment-friendly society and a resource conserving society, green consumption and low carbon economy is the way forward for advanced culture.

What is most lacking in China now is aristocrats. What is expensive? What is the nobility before? It is called "sweating without bloodshed, bleeding without sweating". Mine clearance, this dangerous work, the hand trembles to die, this kind of activity must aristocrat's younger brother, you usually do not sweat, at the critical time you do not bleed the aristocrat? That is the false noble, the pseudo noble.

China's future will gradually become a fair era, that is, people who freely and responsibly decide their own, that is, people who are fully developed in freedom, that is, a dignified person, that is fairness.

In 2009, the word "Bei" was rated as "Chinese character of the year". It seemed absurd from grammar. It also reflected the absurd absurdity of "being". Wages were "increased", "college students were" employed "," pleaded guilty "and" happy ". On the one hand, they told you that you could not dominate yourself, you could not control your own destiny. People who live in times are somewhat bored, but they can realize the progress of the word "Bei".

House can not be a master, too expensive, can only "snail", can only be "ant tribe", but clothing can not be "be", you can choose, clothing looks like a lot, the price is also high and low end have, but also publicize personality. The so-called new trend, we must respect differences, inclusiveness and diversity. Today's world is rich and colorful. Therefore, we should make the design of clothing rich and colorful, but in line with the advanced direction of advanced culture. Of course, we have just mentioned that low carbon is environmental protection, so clothing must conform to this direction, because we have only one earth.

Entrepreneurial perspective

Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co

The study of customer consumption actually starts with the desire of customers, which is very enlightening for brand making. We do not give ourselves the brand, but ultimately to the customers. It is very important that we study customers, understand customers, their consumption needs, and their desires. Some people say, "man is a biped between angels and devils". This sentence is that people are actually very complicated, and researchers have become our compulsory course for brands. In fact, after analysis, we find that consumers of different levels have different needs. McKinsey also tells us about the 22 groups in China, which are actually different levels, reflecting different customers' internal trends and desires. I don't think it's all inclusive to make a brand. It's the most important thing to do what we want to do for ourselves, what our own beliefs are, what our beliefs are combined with the customers we want to meet, and I think this is a success.

Zhang Rongming, chairman of Beijing Adam Underwear Co., Ltd.

We have a research institute. Clothing Institute Cooperation has been over ten years, mainly for human research, samples of thousands of, and now used a version of the adjustment, because we are doing close fitting clothing, especially women's bra. The design of bra is very important. There are also one of which we mainly customize and launch customized services. Customization also requires special size. So we not only use contactless devices, but also develop a tool. This tool is also released from some human research data. So I think it is very helpful. This is a technical research. We are ready to continue.

Zhou Yan, general manager of Dalian Si fan clothing and Accessories Co., Ltd.

The most important function of clothing is to express the will of a person, his feelings, and an external form that can represent his interests. In today's China, people are already rich in material. What we need to consider is how people can pursue their spiritual values. I think this is what they want to express in their spiritual ethos and brand culture. We are very happy to see our consumers today. They have really abandoned clothes simply to show their appearance in appearance, and more clothing is their inner deep expression. So I think it really moves consumers. clothing Instead of our clothes, he found a way to express himself.

Miao Hongbing, chairman of Beijing white collar Fashion Co. Ltd.

Customer management may be many. brand Now we care about one thing very much because we all know that future brand competition is a looting of customers. If we first let customers first look at you, who let customers first buy you, who let customers experience you for the first time, you will firmly hold this customer, the customer's aesthetic is changing, before it is your customers, now is not your customers, people's status, age, health status, even body shape are changing, sometimes including the choice of brand is changing. There is a theory among white-collar workers. Nowadays many young people are not the guests I want to serve, but I firmly believe that at the age of more than 30, they become our guests. There is a very fashionable lady, now more than 40 years old. Before 30 years old, she never asked the clothes in our shop. We went to our shop 30 times ago. And the flower pants we made, according to my judgement, she could not have chosen the trousers specially made, but later, after she finished the test, the trousers were really in demand. This gives me a lesson: in fact, the customer is changing, including her (he) temperament, many things are changing, sometimes we often neglect the change of customers, in fact, they are changing, in fact, the customer's speed is much faster than ours.

Xie Feng, chairman and design director of Beijing Jifen Fashion Design Co., Ltd.

The most noble aspect of women is elegance, which includes a very large coverage. In life, in career and in dealing with others, elegance will become more important with age. France has a very famous saying: anyone can find the beauty of a 20 year old person, but if you can find the beauty of a 40 year old person, that means you have taste.