Dialogue Marry Ma: Chinese Elements Become The New Favorite Of The International Brand Design

　 Rob China market

Attracting Chinese people with Chinese elements

The most fundamental reason for the fashion trend is that China's consumption power is increasing, especially the purchasing power of luxury goods abroad. Many luxury stores abroad are filled with piles of Chinese consumption. Designer Zhang Jicheng said.

"International fashion brands used to be the main consumer market in Europe and the United States, so most of them used European and American celebrities to endorse. Now, the Chinese market is obviously more popular than Europe and the United States, and the broad market of China includes the mainland, Taiwan, Hongkong and even the Singapore market, and the whole world is concerned about China. Zhang Jicheng said. "This will become a trend in the future - international fashion brands are competing to win the Chinese market."

The more China is, the more international it is. This is why many international brands begin to use the intangible cultural heritage of China as a new element of their work. The designer, Fang Ying, said: "many ancient elements in China have become the object of concern. However, these elements only add fresh elements to the brand, enrich the design, and will not replace the brand's consistent style, because each brand has its own soul. The soul of a brand is hidden in the bone marrow, and it will not change.

Li Xin, a national meritorious designer, said: "the inspiration of foreign designers from China shows that oriental culture is an international trend, and foreign brands are catering to this international trend."

In Li Xin's view, more and more international brands are concerned about the rising Chinese market. "They not only focused on the intangible cultural heritage, but also extended to food, clothing, Chinese medicine and other fields. China's ancient oriental civilization is full of mystery. "

In Li Xin's view, Chinese elements are inexhaustible and inexhaustible. "We have 56 nationalities' traditional culture, thousands of years of history, these infinite resources treasure is endless. But such a phenomenon is a boost for Chinese designers. Li Xin told reporters that as early as the late 90s of last century, Dior brand had fully used Chinese elements in the press conference in China, such as five pointed star, Shaanxi big cloth and other elements.

　 Chinese designers

Feel "powerless"

China's traditional elements are being used by foreign designers, will it put pressure on domestic designers? Zhang Jicheng said: "Chinese designers are always FOLLOW, lack of independent ideas and creative ideas, often COPY popular works in Europe and America. Therefore, for Chinese designers, this is a powerful blow. But there is nothing we can do because some things are not what we can decide.

"For example, designer brands are stationed in shopping malls, generally in the form of group operations in foreign countries. Designers are stationed in the name of a brand, and shopping malls even decorate the brand in pursuit of a good image. The designer brand in China is usually owned by its own brand. Entering the shopping mall is a person talking to a shopping mall, fighting alone and fighting alone. Shopping malls also need to extract 25%-35% Commission, and Chinese designers are more of a lack of opportunities.

"Moreover, many shopping malls aim at making profits and worshipping foreigners. The works of domestic designers are often ignored.

Test water market in China

Further promotion

Under the premise that China has gradually become a big consumer of luxury goods, many brands are also trying to find ways to further open the Chinese market. The work of knocking on China's doors with Chinese elements can be interpreted as a test of the market. First try the market, and then vigorously promote. Zhang Jicheng said.

Armani group is a typical example of expansion in China. Following the launch of online shopping in the US, Europe and Japan, the brand Emporio Armani of Armani group (Armani) was officially launched in China's online store. This is the fourth stop of the Emporio Armani brand and has become the first luxury brand to launch online business in the Chinese market.

Marry Ma, founder of international famous model and star designer ARRYMA

dialogue

Reporter: why do more and more international fashion brands begin to apply traditional Chinese elements to their designs?

Marry Ma: Westerners have always been fascinated by the mysterious beauty of the East. Some designers add Chinese elements to the design in order to cater to the needs of western customers. However, most of the designs remain on the surface. Therefore, the Chinese wind is not necessarily worth our blind optimism. "Tide is easy, style is forever." I appreciate the works of comparison.

Reporter: will this become a trend in the future?

Marry Ma: This is like a note. At the beginning, it was a simple arrangement, and slowly joined the chord until it finally formed a grand tune. When everyone is not satisfied with the pile up of simple Chinese elements, they will explore deeper things until they come into contact with the essence and core.

Reporter: what are the traditional Chinese elements that attract their attention to international brands?

Marry Ma: the curiosity of mankind, the accumulation of history, and the recognition of beauty. African elements are often used in design, but it can not be said that the whole western world falls under African skirts.

Reporter: do domestic designers feel pressure?

Marry Ma: pressure does not come from this, more in the overall framework, publicity, packaging, promotion. I am very reluctant to see that local excellent designers have been absorbed into their system.

Reporter: is China's increasingly mature market the fundamental reason for the international brand to match China?

Marry Ma: China is always a huge cake. We should sell the cake to the whole world. Taking our culture as the export of goods is a consideration for all local brands that want to become bigger.