Detailed Analysis Of Fashion Analysis In Beijing, China

Hongkong Eurasian de Fung fashion company recently carried out a detailed report on fashion analysis in Beijing, China, which is called "Beijing outside the Forbidden City".

This report focuses on the introduction of China's major brands, its sales data, brand strength and retail market analysis.

The report will also deconstruct the styles of Beijing's major fashion brands.

PROFESSOR HELMUT MERKEL, founder of Hongkong Eurasian fashion company, said: "the rapid development of the quality of local fashion brands in China is admirable". (HELMUT)

About China

In the new era, new orientation and new order, China's economy is undergoing a great pformation.

The fashion industry has been developing rapidly, announcing a new era for us.

In the process of pformation, many manufacturers are not willing to just make production. They are also ambitious to extend their investment to product development, and then from product development to design, and even from design to brand retailing.

Business opportunities have become flexible and business has become three-dimensional.

Change brings investors unlimited space.

Under the baptism of international fashion information and fashion culture, local investors gradually perceive the importance of design and brand image.

Plagiarism is neither enough nor too long.

Although we know that design is the soul of a brand, to create a successful brand, we must have strong market positioning, unique concept, unified story background and consistent image and design series.

In the middle of the 90s, investors were eager to take the initiative to create new brands when there was not much market for their own designs.

In the short span of more than 10 years, Chinese design brands and designers have sprung up and expanded outwardly from the first tier cities.

After the waves of the Yangtze River pushed ahead, the upmarket fashion market has changed to a new prospect, not foreign monopoly.

On the contrary, local big names and new generation designers are also gradually showing their heads and stepping onto this stage.

On the other hand, the surge in the middle class raises demand for high-end products in the market, coupled with the trend of urbanization in recent years.

In the absence of global economy, China's optimistic front has rebounded to attract a large influx of funds from both the mainland and the mainland.

Business is no longer static and diversified - like designing consultancy services, franchising, designing companies to work with manufacturers, and one-stop services - from the trend of information gathering, design, production, logistics, pavement consultants and so on.

All changes are great news for opportunists.

Especially when the development is still far from mature and the competition is not yet hot, investors should seize this golden opportunity to enjoy the delicious bamboo shoots of this giant panda.

About Beijing

As one of China's contemporary Shuangcheng's Beijing, she often struggles with her sister city Shanghai for a day.

Beijing is totally different from Shanghai.

She often reminds us of the deep capital background and historical culture.

And the evolution of the new wave culture is also in full swing. ---798 Art District, quadrangle restaurant, fashionable cafe of the Hutong, all over the world are built with avant-garde space sense, interior and western interior design, fashion taste shopping area - blue harbor and so on.

All kinds of metamorphosis have unwittingly changed a new look for Beijing.

Besides, Beijing can be regarded as a shopping map of eight - new and old department stores, old fashions, fashionable and fashionable fashion styles, local and foreign brands and so on, all are crisscrossed in every corner.

It can be seen that the fashion industry will not lose touch with the strength of the fittest, and how many nails can be firmly touched in the market place and the brand that can reach the summit when the fittest survive.

Know yourself and know each other and win victories.

From the list of successful brands, we can give us some inspiration.

According to the total turnover, the first four brands in Beijing are arranged in sequence, including Visaman (VERO MODA) 2.57%, ONLY (2.53%), white-collar (WHITE COLLAR) 1.98% and Mei Mei (MEIER MEI) 1.74%.

The first two brands are under the banner of BESTSELLER GROUP.

As for the other two, they all come from Beijing.

It is interesting to find that foreign and local brands are evenly divided in the ten largest rankings.

The cashmere garment factory has grown much more in line with the benefits of China's rich natural resources of cashmere.

Local cashmere brand also won the top ten because of Li Cheng.

ZHENBEI ranked 14.8% in total turnover, while Ordos (ERDOS) 11.95% and snow lotus (SNOWLOTUS) 8.64% accounted for two and three respectively.

As for the ranking of sweaters, according to the total sales volume and total sales volume, China's top three brands, RENTANIO, RUIQUN and FAZEYA, account for the first three seats in a coincidentally order.

The sale of women's wear in department stores was a success last year.

The first four brands -- Visaman (VERO MODA), ONLY (WHITE), WHITE COLLAR (MEIER) and MEIER MEI (MEI) account for a total turnover of more than sixty million yuan.

The sum of Visaman's (VERO MODA) and ONLY has created a remarkable achievement of one hundred and sixty-eight million RMB.

White-collar workers were also reluctant to be outdone, taking third of their 70 million yuan, while the United States ranked sixty-three million in the fourth place.

On the other hand, it has a profound influence on the fashion in Beijing. It can be said that it has four orientations: East, South, West and North.

There are South Korea and Japan on the East, Shanghai and Hongkong on the south, Paris and Milan on the west, and Russia on the north.

In depth analysis, the fashion styles of Beijing can be divided into eight levels. The most significant first four styles are as follows:

1./ European style: this style is one of the most important and profitable aspects of Beijing fashion.

Paris is undoubtedly the pilgrimage dream of women. They are attracted by the elegant and luxurious aristocratic style.

European style has also become the favorite of middle-aged executives.

Both gorgeous and expensive styles make white collar children love and hate.

This consumer group likes to dress up elegantly and expects to be recognized as a wealthy class.

Successful examples include WHITE COLLAR, Mass Phil (MARISFROLG), ELLASSAY and so on.

2./ wind - the rise of Eastern wind and static beautifying the soul of fashion.

Just as in 80s, Japanese deconstruction blended with the new trend of Korea to form a chemical role. This new style is catching up in the young market of Beijing.

New designers are advocating breaking the inherent rules of simplicity, aesthetics, asymmetry, beauty, diversity, and stereoscopic cutting.

The theme of color is relatively simple, such as black, white, ivory and clay.

And cloth is mainly used purely natural or unprocessed.

Representative brands such as "exceptions" (EXCEPTION).

3./ street wear - most families have only one child in view of the family planning policy.

Naturally, parents' savings are more focused on fostering their children.

Therefore, the new generation of young people has become a large consumer group. No wonder they have become the target customers of many brands.

The importance of this level is demonstrated from the unassailable success brand VERO MODA and ONLY. (Visaman)

No matter local or foreign brands are fighting for this level, they can hardly shake their breath.

E Splltter (ESPRIT) is a successful example.

4./ traditional classics --- this is the mainstream style of sweater and cashmere market.

The design is simple and conservative, with occasional low key design details.

They mainly sell high quality wool, such as silk and cashmere, and target middle-aged to mature group.

But this style level occupies an important position in Beijing, and its hot brands include ZHENBEI and RENTANIO.

The other four styles have also become the investors' ideas.

5./ Chinese style --- a new style evolved from Chinese traditional culture.

The designer uses the traditional Chinese history and culture, folk art, handicraft, and then infuses new elements to re interpret the high-grade design series with a sense of the times.

Guo Pei (GUOPEI) and Xia Zi Chen (SHIATZY CHEN) are a good example.

6./ innocence little girl - it is easy to see that women always prefer to dress up younger than their actual age.

The cartoon characters from Japan, the cute little princess in Taiwan, the popular fashion illustrations, the candy color system and the doll style cut the women's dreams back to their childhood.

The brand grasps the customer psychology, successfully captives this young consumer group, therefore OCHIRLY expands smoothly.

7./ German feelings --- classical animal designs such as leopard print or zebra stripes, abstract colorful prints, traditional cashew flowers and checked shirts are all typical styles of German fashion.

It can be seen everywhere in Beijing department store.

8./ Italian urban romance -- Italy fashion is definitely the dream of madness after Paris fashion.

Italy fashion is known for its unique urban taste.

The pursuit of perfection, fashion tailoring and romantic colors are especially popular among high paid white-collar beauties.

MAX MARA and Cagliari CAGLIARI EXCHANGE are a successful example.

All in all, these eight styles represent the main diversion of Beijing fashion market today.

Every style has hidden potential and fierce competition.

When the global economy stagnated and gave a slap in the face of the retail industry, the optimistic outlook of the Chinese market brought a glimmer of dawn to investors.

Beijing also has the advantages that other cities can not match - abundant information, continuous learning from abroad, talents returning back to the country, excellent models, new generation of designers, inflow of foreign capital and surging middle class consumer groups.

Just as time, place, people, and people are well matched with the development of fashion industry, investors should take a cautious attitude to seize the opportunity and act according to circumstances.

When business opportunities are booming but fierce competition happens, some people earn the first pot of gold and then make a bet. Some people lose their debts because they do not understand the market, and some people succeed in stepping into the international fashion bridge.

Although Beijing's economy is taking off, the fashion industry is still in a period of adjustment, and the market is unpredictable.

The gap between business opportunities and crises.

Everyone is eyeing the Chinese market and trying to win a share of the market, hoping to occupy a seat in the market.

However, all the old and new brands need different methods.