Su Baoyan: 80'S Become The New Main Body Of Clothing Consumption Rising

In the 80s of last century, the mainland of China has just begun to open to the outside world, and the whole society is still at the stage of solving the problem of food and clothing. clothing The stage of gradual development of processing industry. At this stage, the Chinese people simply can not talk about fashion, nor do they know what fashion is. Entering the 90s, China began to build a well-off society. The early Chinese clothing enterprises also had the awareness of registered trademarks, but the fashion idea and brand Consciousness really took shape in the late 90s of last century, so China's young fashion market is only more than 10 years old. But China's young fashion is developing very fast. Today, China's young fashion market is basically in line with the international market. The first generation of young and fashionable consumers in mainland China consumption The main force is the new generation after 80.

　 What kind of generation is it after 80?

The post 1980s generation refers to the population born in China from 1980 to 1989. According to sociological anthropology, it is not scientific to divide a generation simply by the time of birth. But this generation was born at the beginning of the reform and opening up policy and family planning policy in mainland China, mostly the only child in the new family structure. It was once favored by the family as "Little Emperors" or "little princesses". It was more self aware than the previous generation. Therefore, the society has long worried about the ideological situation and development prospects of the post-1980s, and suspected, criticized and criticized them as the "Beat Generation", "selfish generation", "rebellious generation" and "no responsible generation".

Along with their growth, people's attitudes and prejudices towards the post-80s generation are changing gradually. Especially after the 2008 Wenchuan earthquake, a large number of volunteers who have devoted their love and enthusiasm to the games have sprung up. The overseas Chinese students who have been abroad in various countries in the tortuous process of the Beijing Olympic torch transmission generally show passionate patriotism and rational speculation. These performances of national pride and social responsibility made the post-80s generation finally recognized by the society as "trustworthy and able to shoulder heavy responsibilities".

The post-80s generation is now between 20 and 30 years old. Their ability to accept and absorb new things is very strong. Although their rebellious behavior in adolescence is stronger than that of the previous generation, most of them are positive, responsible, enterprising and loving. They are constantly making efforts in various fields of society, or in different campuses, and are gradually emerging as pillars of various fields.

Sign after 80

The new generation of 80's generation has grown up and is becoming a new force in all walks of life. They were the beneficiaries of the expansion of Chinese higher education in the late 90s, and most of them had university or higher education background. They are brave enough to consume to satisfy their emotional appeals and values. They are good at using the Internet and other channels to understand information in an all-round way and choose independently. They are known as the "ATM generation" title - lack of Accumulation shorten, Tingled on consumption, not planning (Making no plan) - but there is no denying that the "post-80s" with a new consumer proposition is becoming the main consumer force in China.

Life style after 80

1, chatting QQ or MSN:QQ or MSN appears and is accompanied by the growth of post-80s generation, which is a common contact means for chatting or working.

2, blog and micro-blog: to express themselves, change the traditional way of writing, so that the 80's have a broader freedom.

3, online shopping: shopping website shopping has become one of the main channels for post-80s consumption, especially in the last three years, online shopping is developing very fast.

4, online games: it is the continuation of the habit of watching animation after 80's growth. The popularity of PSP and Nintendo Games has encouraged the trend of online games.

5, MP3/MP4/ipod Walkman: everywhere in the streets, in the campus, in the subway, on the bus can be seen everywhere wearing earphones to listen to MP3, MP4 or iPod after 80 young people.

6, SMS: SMS is the main fingertip communication method after 80.

7, online video: Youku and Tudou are popular, and SKYPE and other video calls shorten communication distance.

8, watch anime: black cat sheriff, cat and mouse, smart break, robot cat, Saint Seiya, etc. are all good memories of the 80's growth.

9, new electronic products: card machine, SLR camera, IPhone, iPad... After 80, they became the main consumers of these new digital products.

10, the western fast food culture: with McDonald's, KFC and Pizza Hut flowing into China, the eating habits of young people have changed a lot. Western fast food has become an indispensable ingredient in life.

　　 Characteristics of consumption after 1980s

After 80 years of growth in material life is relatively rich, most of the first generation of only child, from childhood to worry about food and clothing. But soon after they entered the society, some of them were still at university. Most of their income was not high, and the dual pressures of employment and housing were very large, thus forming the unique characteristics of this generation's consumption concept.

　　 Attaching importance to self pursuit personality

Famous brand is not the first choice. Cheap will not be tempted. There is no concept of "cheap". The only criterion for paying is "like". Their consumption rules do not necessarily have clear purpose and practical significance, but also based on subjective preferences.

China Youth Daily Social Survey Center and Tencent news center jointly launched a "post-80" consumer survey (7791 participants) showed that 66.9% of the people agree that the "80 after" consumption desire is far greater than consumption power.

"80 generation" is at the core of the family, forming an independent and self character. It is not satisfied with standardization and patterning. It has independent ways of thinking and values. It pursues individuality and is different from others. They advertised "I like", advocating "I have my style", "my site is my master", like personalized, unique products.

To win the favor of the 80's, any brand must have a prominent and distinct personality. For example, left bank coffee takes "enjoying loneliness" as its style.

Moreover, after 80's living in a surplus economy, they are often impatient with too complex products. They want to accept simple, easy to understand, and best interactive products.

　 Idol worship imitation consumption

After 80, there is a strong sense of group identity. This "convergence mentality" has gradually become "chasing stars" and idolatry with the progress of the times. With the help of the spirit of worship, it is easy for the 80's generation to imitate the consumption impulse of idols. After 80, when shopping, it is easy to be influenced by celebrities or idols in movies, TV and advertisements.

　　 Unplanned ahead consumption

Different from the previous generation's idea of being diligence and frugality and living within the means of consumption, the rise of the "80's" consumption consciousness has not been abstinence, how much money it has spent, how much money it has spent, and seldom consider saving for the future.

The proportion of credit consumption after 1980s is quite high. Credit card overdraft has become the daily economic behavior of many post-1980s. Although they are not strong in economic capability, they dare to buy a car or buy a house. Most of the 80's become "moonlight clan".

The 80's are the advocates of "consumption theory". They could not agree with their parents' attitude towards paying the bank on the payroll and watching the change in the passbook numbers. After 80, they prefer to use consumption as their motivation to make money.

Some researchers believe that the consumer confidence comes from two aspects, one is from family support, and the other is "four plus two" family pattern, which brings more "gnawing old people".

After 80 and fashion consumer market

According to the 2008 national statistical yearbook data, the total number of post-80s generation in China is about 210 million, accounting for 17% of the total population of the country. There is no doubt that it is a huge consumer group. After 80 consumers as an important consumer group, their choice of clothing has begun to meet the satisfaction of quantity and quality.

　 Sports fashion and cowboy fashion influenced by the US

At the beginning of the 90s, international brands began to enter the Chinese market. The major brands came from the US sports brand and Cowboy brand, such as Adidas, Nike, CONVERSE, Levi's and apple. They entered the second tier market at a faster speed. The growth of post-80s in this atmosphere is deeply influenced by American sports fashion and cowboy fashion. Jeans, T-shirts and sneakers become the main clothing of young people.

This change is also related to the introduction of sports programs into China. In the 90s of last century, the US NBA began to live in China, and the worship of sports stars greatly promoted the consumption of sports brands. With the popularity of the Internet after entering the twenty-first Century, the clothing styles of young people all over the world have also been greatly weakened. Canvas shoes + jeans have become the standard dress of university campus.

Under such circumstances, China's local sports brand has also risen rapidly. China's major sports brands, led by Lining brand, quickly occupied the market share. With the continuous in-depth research and rapid progress in product development and production technology, these brands have gained a foothold in the middle and high class sportswear market, and have been recognized and even favored by the post-80s consumers.

In order to better meet the needs of this newly rising consumer group, many sports brands have also launched personalized customization service or experience consumption marketing means. For example, Nike's shoes are customized, Levi's's jeans DIY and so on. After 80, these new marketing methods are needed to meet the needs of individuality.

　　 80% become the main consumer of fast fashion

In recent years, fast fashion brands have grown rapidly. Foreign ZARA, H&M, UNIQLO, China's JEANSWEST, YISHION, Giordano, Metersbonwe and other brands of large chain stores such as the emergence of large and medium-sized cities in China's bustling commercial street, and network brand Mcglaughlin, fan Ke Cheng pin also instantly advertising all over the streets. Many Chinese fashion brands also hope to get a share in the fast fashion market. So, what aspects of these fast fashion brands cater to the needs of the post-80s generation?

Fast fashion brands update quickly. The changing display of windows and updated online home pages have attracted a group of highly fashionable consumers such as 80.

The real price is very much appreciated by the 80 generation people with limited spending power; besides, most of the fast fashion brands choose to hide the philosophy of logo design. The clothes bought by dozens of dollars, logo hidden in places that can not be seen, are not easy to be recognized by people in the streets, and are also attractive to the post-1980s.

Super large chain stores, choose diversification. Metersbonwe has 5 floors in the flagship store of Wangfujing in Beijing, a total of 5000 square meters, which is equivalent to a small shopping mall. UNIQLO occupies 3 floors in the flagship store of village, Sanlitun, Beijing. This is undoubtedly a good place for "one stop consumption" for ordinary working or busy students. It saves time and effort and saves money.

Taking all these factors into account, 80% of them have no accident to become the main consumers of these brands.

　　 Local brands meet the needs of Post-80's pursuit of individuality

The expansion of international sports brands and fast fashion brands does not affect the development of these local brands, because it is an important characteristic of the post-80s to show their individuality and uniqueness.

After 80, they like to search for the favorite brand in the shopping process and establish their own "fashion password". Therefore, they need more choices and changes in the market. Whether the local brand can stand out in this demand is the key to grasp the style.

Many designers of the brand are mostly post-80s. They want to show their fashion in their own way and want to present a distinctive design concept. Most of them have been formally educated in fashion design, and the information has been accepted comprehensively and open. Their own personalities and ideas have brought a fresh breeze to the industry, and have also greatly satisfied the clothing demand of consumers after 80.

It is believed that local brands will better find their location, make personalities and win the loyalty of consumers in the process of changing market and constantly upgrading consumer groups.

　　 Future young fashion in Asia

After 30 years of reform and opening up, China's garment industry has made great progress in terms of production level and technology quality. China's original design strength has also improved greatly in the past more than 10 years. China's comparative advantage in labor costs still exists, plus the advantages of relatively low cost of textile raw materials, good investment policies in the central and western regions, and relatively loose environmental capacity, all of which provide help for the development of China's young fashion brands.

At present, China is still in the stage of industrialization and urbanization, and the economy will continue to develop more rapidly. China's "two generation" generation's consumption ability has attracted the attention of international luxury brands. The "middle class" young people are also the main consumers of young fashion or fast fashion brands entering the Chinese market. The 80's in the countryside are no longer frugal like their parents' "migrant workers". More and more of them become the reserve forces of industrial workers and settle down in cities and towns. They are also an important part of the young and fashionable consumer groups.

The six members of the Asian Fashion United Nations have different stages of development in young fashion, but still have complementary advantages. Through their vast market operation, they gradually accumulate experience in brand building, enterprise management, capital operation, talent cultivation, industrial support and so on, and take advantage of their textile raw material resources, labor costs and cultural innovation capabilities to further promote young Asian fashion to the international market.