Chinese And Foreign Brands Compete For The Fashion Industry, And The "High" Consumption Is The Power To "Go Up".

The high-end field of fashion industry is also becoming more and more popular in 2011, thanks to China.

High end brands have increased investment in China

In the field of advanced watch, Fang Ping, general manager of Shanghai's Waigaoqiao (12.07, -0.08, -0.66%) Watch International Trade Co., Ltd., which has 80% international watch brands entering the Chinese market, has recently revealed to reporters that "the Chinese market is quite attractive to international watch brands. Some of the clock brands that have entered and withdrawn from the Chinese market such as time and rubbing will enter China again this year, and many other brands have plans to enter the Chinese market."

Industry insiders Miss Liu said that 2011 will be the peak year for the international watch brand to enter the Chinese market.

In addition to the new brand's entry into China, high-end brands already sold in the Chinese market have increased investment.

It is understood that Estee Lauder's top skin care brand La Mer has accelerated its expansion in China. According to statistics, from 2009~2010, La Mer opened 7 new counters in China and moved from the first tier cities to the second tier cities.

The same channel expansion also has Shiseido's top brand CPB.

It is reported that the boll watch also accelerated the development of the Chinese market in 2011. In addition to changing the low-key market strategy before launching a large-scale roadshow and advertising campaign, it also plans to open more than 50 stores this year and focus on the Southern China market.

Mass care brands actively climb high

The fashion industry is "high" and not cold. In addition to the acceleration of high-end brands, mass consumer brands have also launched a series of high-end brands through new recipes and new brands, offering a share in the high-end market.

Feng Jianjun, a senior expert in daily chemical, told reporters recently that according to their recent market research, the shampoo of foreign brands almost all increased recently, compared with the first half of last year, it generally rose at 20%~25%.

In fact, from the first quarter of last year, cosmetics and even fast-moving consumer goods shampoo have been moving towards "high".

It is reported that dandruff shampoo "boss" Head and Shoulders is no longer satisfied with the results of the middle end market, its high-end leather scalding maintenance series has been listed, L'OREAL, Hercules, PANTENE, VS and other brands are gradually upgrading the price of new products through the listing.

Interest in high-end shampoo is not just about foreign capital, nor is the high-end line a patent for foreign brands. More and more local brands are starting to move to high-end with their own characteristics.

The industry believes that Chinese herbal ingredients, anti dandruff and other functional characteristics are the high-end brands of local brands.

On this road, the most dynamic one was the overlord. At the end of December 2009, he announced that he would officially enter the high-end men's shampoo market with "overlord man".

A few days ago, Yunnan Baiyao, a Vietnam style toothpaste market with high efficiency, also revealed that the high-end shampoo Yuan Yuan Qing series will be launched this year.

Industry analysis, Yunnan Baiyao this hair shampoo hair care category, is not rich product line is so simple, perhaps have greater market ambition.

"Yunnan Baiyao Yangyuan Qing series is expected to create a scale of 1 billion yuan."

Increasing consumption is the power to "go up".

In the Chinese market, there are both "accelerated sprint" of top cosmetic brands, as well as the "enthusiasm" of luxury brands, as well as the "upward trend" of consumer brand prices. The industry points out that the high-end market competition of China's fashion industry will become hot in 2011.

It seems to be one of the reasons why enterprise leaders mentioned the most in public that why companies go to "go up", "enrich product lines and meet the needs of consumers at different levels".

In fact, what is the power to promote the development of fashion enterprises to "above" under this magnificent surface reason?

This set of data may illustrate the problem.

According to Goldman Sachs's latest data, in 2010, China's luxury consumption reached US $6 billion 500 million, the first global growth rate for 3 consecutive years.

In the next 5 years, the number of Chinese consumers willing to spend on luxury goods will rise from 40 million to 160 million, and the population of the two or three tier cities will be the main support for the luxury goods industry.

Wu Zhigang, chief marketing consultant of shengmei, said that with the stratification of consumer income, the price stratification of products will inevitably result. In the next three to five years, the upgrading of personal care products is an inevitable trend.

In addition, the low end market profits can not be ignored.

Yang Tao, who is engaged in daily chemical products, said, "at present, the cost of raw materials such as washing powder and laundry soap is rising very much. Taking the main raw materials of laundry soap as an industrial raw material, the current price has risen by about 60% over the same period."

In addition to the daily chemical industry, the clothing industry is also facing the pressure of rising raw material prices and rising labor costs.

Industry expert Chen Bin pointed out.

For local fashion brands, taking the high-end is also a way out.

Huang Wensheng, the industry insider, pointed out that the international giants took the initiative to attack the two or three line market collectively, and further "encroachment and encirclement and suppression" of local enterprises, making the market competition more intense and more concentrated, and the Chinese fashion industry entered the upgrading revolution.

In his view, the introduction of high-end brands is a new idea for local enterprises to compete with foreign capital.

However, the industry also questioned the development of high-end brands in China.

Chen Yong, a fashion industry observer, said: "although the high-end brands have bright prospects in the Chinese market, the high-end products need not become overnight.

As far as the actual sales situation is concerned, there is still a big gap between the high-end brands that have been in the Chinese market for many years and the newly entered high-end brands.

Therefore, for these high-end brands, entry to China needs at least 2~3 years of market incubation period.