China'S Local Clothing Industry Has Formed A Dragon Trend

It's a bit of a montage to hear that a native brand has settled in the old high-end department store Lane Crawford in Hong Kong, which specializes in international boutiques.

Lane Crawford, which was founded in 1850, was very famous in the Shanghai Concession that year. It was a gold selling cave for the rich. Later, he moved to Hong Kong, which is also known as a noble department store in Hong Kong. The happiest shopping experience of the heroine of Yi Shu's novel is to buy a pair of European pants in Lane Crawford. The gambling king who buys wedding gifts for his soon to be married lover is just a set of silver of Lane Crawford. In the late 1970s, Joyce ma, a descendant of Yong'an Department Store in Shanghai, first opened a buyer's shop in Lane Crawford, which always liked European products. Even Japanese products were rare. Lane Crawford opened a concept store for mainland brands in Jinzhong Mall lab concept in April 2013, and even made a show for this brand, Almost all the senior management of Lane Crawford came to celebrate. This brand is mo&co, a local high street brand in Guangzhou.

In fact, the so-called "Made in China" brand began to turn over on March 22, 2013, when Peng Liyuan appeared on the aircraft gangway at Moscow Airport wearing a Polo collar coat and a pale blue scarf around her neck. Former China clothing designer Wang Qing, the president of the Association, said, "The growth of our clothing exports in the past every year was double-digit. In 2008, the clothing exports were 119.8 billion US dollars, accounting for 16.77% of the global clothing trade." But the export here refers to OEM products, and the former "Made in China" was synonymous with cheap processing, The wonderful appearance of the First Lady not only brought the brand "Exceptions" and the designer "Marco" to the limelight, but also made the world look up to China. It turns out that China not only has low-cost industries for processing, but also uses Chinese designs and Chinese brands with high added value.

When people turned their eyes to Chinese brands, they found that in fact, China's local clothing industry has formed a dragon trend and accumulated huge industrial capital. In Guangdong, an important clothing town, there are countless enterprises with annual sales of one billion and two billion yuan. "I'm sorry to have dinner with other bosses now that I sell one billion yuan a year," a senior clothing boss in Guangdong told TIME. His brand had sold for 2 billion last year, but he still felt that he could not see people, because according to insiders, it was only a small business. It is said that last year, the annual sales of Masefield, a brand mainly aimed at rich middle-aged women, had exceeded 10 billion yuan, and the brand brother operated by Taiwanese businessmen, a brand mainly aimed at middle-aged women in the workplace, had also exceeded 5 billion yuan. China Fashion Designer Zhang Qinghui, secretary-general of the Association, said: "China's current ready to wear consumer market is about 1.6 trillion yuan. In the past 10 years, China's clothing consumption has grown at an average annual rate of 14.7%, doubling every five years."

However, an interesting phenomenon is that the brands that sell well are not designer brands at all. They are generally private brands that were produced by Jiangsu and Zhejiang people who opened factories in the south in the early 1990s. They do not understand design, start from copying, hire a large number of designers, and find their own way to make a fortune by copying the suggestions of European models and local dealers in the current season. An interesting contrast is that although "Exceptions" is so famous, its annual sales volume is simply not comparable to those of mass brands with huge consumer groups.

Rich people go to Paris to buy lv and prada bags, but for Chinese female consumers, clothes They are still willing to buy locally, not only because they are familiar with the way of consumption, but also because local brands are more suitable for Asian people's body shape. Among the local brands with a market share of more than 90% or even 95%, it is the local brands targeting young and middle-aged women with high consumption power who are making a fortune. Of course, over the years, the local brands that have made a lot of money with a dull voice also have a sense of crisis. Ye Lin, the clothing supervisor of Shenzhen brand ein, has foresight to spend a huge amount of money to promote the brand. ein advocates Nordic style and has more than 200 stores in high-end department stores across the country. "In the past, we catered to consumers, so we made money. In 2005, we began to improve our brand and find our own position. Our brand faces a relatively small number of customers, so we didn't make as much money as others. Because of this, the brand's gold content is getting higher and higher. Now some very profitable brands are spending money again to improve their brands, which is too late." She said proudly.

A new era of Chinese clothing brands has arrived, with the exception of leading design, Hong Huang's leading "Mint Glutinous Rice, Scallion", a buyer's shop that is dedicated to young Chinese designers, Masefield for middle-aged women, Taobao's version making shop with annual sales of several million yuan, and Mo&Co, a trendy shop that aims at European fashion street photography. Since August 2012, mo&co. and its high-end brand edition 10 have officially entered six stores in Shanghai and Beijing Lane Crawford, and they have always been the top one in the sales of contemporary women's wear department. The reason why it sells well is very simple - high cost performance. The top management of Lane Crawford once played a game. He took a windbreaker and pressed the brand to let an international senior buyer guess the origin, estimate the value, and the buyer felt the materials to see the style. He confidently said that in Europe, the price was about 7000 Hong Kong dollars. When the sign was opened, it made in China, more than 2000 Hong Kong dollars

Didker Grumbach, President of the French High Fashion Association, said in an interview that "China is not far away from the world's high fashion, and there are still 20 years to go." Maybe he underestimated the efforts of the Chinese people. Twenty years is too long. Seize the moment. The presence of mo&co in Lane Crawford shows that it has its own values, The local Chinese brand with extremely high cost performance has finally entered the international market.