Quanzhou Apparel Enterprises "Jump Shot" Light Luxury Goods

"Jump shot" is a luxury.

A number of local brands have launched thousands of single products with high quality, but still cheaper than international high-end brands.

There is a new trend in the current domestic clothing Market: the light luxury goods located in the middle and high grade, ranging from several thousand yuan to 10000 yuan, have been welcomed by white-collar workers.

Just as NBA stars jump up and shoot, Quanzhou entrepreneurs catch business opportunities in time, and many Quanzhou clothing brands take off lightly.

And has begun to market products.

What is "light luxury"? Since it ranks among the ranks of luxury goods, it is also naturally priced, focusing on quality and design, but adds a "light" prefix, which is cheaper than internationally recognized luxury goods.

Experts say that because of the popularity of "fast fashion" in the past few years, many brands are too eager to update the style and sacrifice quality and consumer experience, stimulating the demand for design and quality in the consumer market, and making light luxury goods popular. However, the brand of Quanzhou should really enter the ranks of light luxury and rely on the accumulation of brand culture.

A

The new era of 1000 yuan for the purchase of goods

Mrs. Zheng is both a senior financial institution executive. Before that, she looked at the brand name of the international card.

In the past two years, she began to enter the local brand store in Quanzhou to pick clothes for his husband.

"

The quality of some local brands over the past two years is getting better and better, and they are more exquisite in fabric and design. Compared with the international brands, the price seems to be "many people," a suit of thousands of yuan. I think the price is quite suitable.

She believes that in the international arena, some luxury brand "sub cards" are known as "light luxury goods" because of their more reasonable prices. The Quanzhou brand now pays attention to the cost performance of quality and design, and is also expected to enter the ranks of light luxury.

The biggest distinction between luxury and luxury goods is the price.

Li Jihai, chairman of Guangzhou Fashion Design Association and research expert of fashion industry, said that if we set up light luxury goods from the price level, 2000 yuan to 5000 yuan is a reasonable scope.

In the store of Quanzhou local brands, such as seven wolves, nine Mu Wang and Li Lang, it is not difficult to find a single item of two thousand or three thousand yuan.

Judging from the trend of this summer's popularity, brands are paying more and more attention to the use of fabrics, such as the "cool mica yarn" of nine Mu Wang and the "cool cotton shirts" of the seven wolves.

There is an analysis of the industry. With the development of the economy, there has been a huge consumer of light luxury goods in China.

"These people are from white-collar workers to gold collar workers. They have certain economic conditions and appreciation ability, and have a certain understanding of the fashion industry. The core of consumer motivation is guaranteed quality, the pursuit of high quality of life and the embodiment of social status and identity."

The people say that such people are generally lower in age than those who consume international luxury goods.

B

Grade to international brand

Unlike the international luxury brands' downward development of their own "sub cards", China's local brands adopt the strategy of "upward development" and make themselves "luxurious" by developing high-end brands other than their own brands.

In the local brand of Quanzhou, CABBEEN launched a high-end brand "Cabbeen Chic" (CABBEEN trend) in 2010, priced at 1000 yuan to 10000 yuan.

According to the person in charge, the brand is going to take the route of "light luxury", which focuses on the technological color and natural elements of the pioneer, and pays attention to the sense of design, creating a new fashion of male consumption with equal emphasis on avant-garde and elegance.

It is reported that CABBEEN has spared no effort in promoting this high-end brand. It has held two major conferences every year during the most fashionable fashion week in China. The famous fashion landmark stationed in various cities, such as Sanlitun of Beijing and Taigu Hui of Guangzhou, are very much concerned by the market.

In China, the development of high-end brands of luxury brands into the light luxury ranks is also beneficial to XinDa group. Its original Le Saunda and CNE are two famous women's shoes brands, but they are targeted at mass consumers. Later, the high-end women's shoes brand Linea Rosa was launched, mainly targeting young people whose mentality is between 25 and 30 years old, whose monthly income is more than 8000 yuan.

According to the insiders, "fast fashion" brand is gradually being replaced by "light luxury" brand in the large department stores of the first tier cities in China.

In a brand name list of a new shopping center in Chengdu, none of the fast fashion brands such as ZARA and H&M has appeared. Instead, it has brought some well-known products such as AlexandreMcqueen, Super, Anteprima, DAKS, PAUL&SHARK and so on through the buyer's collection store.

C

Spring enterprises reject luxury label

Although Quanzhou's local brands have been competing in the use of high-end fabrics in recent years, they have strengthened product design elements, focused on product quality, and obviously improved the brand's "take off" action. But with the concept of "light luxury", the relevant responsible persons of these brands expressed no willingness to talk deeply.

"Let consumers buy products of international quality at the right price."

The official responsible for the brand of Fujian seven wolf industrial Limited by Share Ltd said that this is the purpose of the seven wolves, but the company does not classify its products among luxury goods.

"We do not want to be labeled as luxury.

Even if it is light luxury, it should not be counted. "

Mr. Chen, director of the brand Department of Jiuru Wang, said that the business philosophy of Jiuru Wang has always been "under the fine control of the whole process, providing customers with high cost performance Seiko fashion products and fine and convenient services". In design, in 2008, the company signed formal cooperation with the famous fashion designer from Italy, and in 2010 hired "China celebrities customized master" Zhao Yufeng as the chief designer.

We focus on design and quality control, but we do not think we have entered the ranks of light luxury.

Hu Chengchu, executive director and vice president of Li Lang (China) Limited, believes that luxury is a relative concept. It can not be defined arbitrarily as a luxury brand. "I think this is related to regional income and is a relative concept.

Like Ordos, there are only two or three cities in the country, but the income of the people there is too high. "

He said that people with low incomes, who spend thousands of yuan on clothing, are already "too extravagant" behavior, but in the eyes of some wealthy people, even international luxury goods are no different from ordinary consumer goods. "This is based solely on personal financial resources and manpower.

At present, the price of the product is about a few hundred yuan to 3000 yuan, and it can only be considered as a middle and high-end level, which is suitable for a part of the consumer group, and can not be regarded as a "light luxury".

D

It's hard to replace the "fast fashion" mode.

The fast fashion mode created by ZARA is one of the most keen learning directions of Chinese clothing companies in the past few years.

Although the pain of inventory caused by "fast fashion" is plaguing most Chinese clothing brands, the industry still believes that the concept of light luxury can hardly replace the "fast fashion" mode.

Hu Chengchu believes that at present, the positioning of Quanzhou's clothing brand is to seize the two or three line market. Most of them still rely on the "fast fashion" route to achieve the goal, and the brand strength is not enough to be classified into the "light luxury" ranks.

Su Jing, Deputy Secretary General of the professional clothing Committee of the brand China industry alliance, believes that the current Quanzhou brand's strategy of raising prices on the basis of product prices alone can not achieve the grade of light luxury goods. "Too many brands are plagiarized in design, the use of fabrics is also popular, and the brand culture itself has not been molded, so it's too early to talk about light luxury."

In Su Jing's view, the current local clothing brand in Quanzhou also belongs to the mass consumption level. "The spread of brand relies mostly on the form of advertising, which is a form of passive acceptance by the public. The real luxury depends on the consumer experience and word of mouth. It is the brand that consumers take the initiative to accept."

She said that Quanzhou brand's current value, process design, fabric use and other aspects are still lacking. "For example, many local brands use fabrics provided by the same fabric supplier, and the real luxury brands may monopolize the supply of certain fabrics."

"Only in terms of design, brand, quality and so on, can the local brands of Quanzhou close to the ranks of light luxury."

Su Jing said, in fact, the soul of fashion brand has never left the original design, and the lowest design threshold even imitate plagiarism is the most fatal damage to brand added value.

If these aspects can not be solved, it is still very difficult for local brands to get rid of the "fast fashion" mode.

Viewpoint

Brand accumulation achievement value

"Brand building is the core of brand development no matter what time it is."

Lin Xiaolin, general manager of Noah International Brand Marketing Consultant Co., Ltd. believes that Quanzhou brand should change the "fast fashion" mode and enter the ranks of light luxury, and brand value must always be upheld.

Lin Xiaolin said that at present, China's brand is still in the process of pition from industry to commerce, and there must be a process of entering the cultural state. "Luxury brands in the world not only represent technology fabrics or special designs, but have their irreplaceable culture, history and connotation. They are difficult to replicate by other brands. Brands contain the spirit of deeply rooted people and continue to spread and develop. For rational consumers, they contain value pursuit, such as POLO in the United States, whose brand connotation represents the noble lifestyle of the 70s and 80s of last century."

He believes that China's brand has not yet accumulated in this respect, and there is no way to introduce such values.

"Time is luxury.

The cultural accumulation of Quanzhou brand takes time to complete. "

He said.