The Future Crisis Of The Fashion Brands Will Surely Outweigh The Opportunities.

"Chiu Shui (Akimizu Ito), JNBY (Jiangnan Buyi) or Vandoren (Van Doren)" may remind you of the names of Mexico dog breeds, New York law firms and Belgian chocolates, all of which are quite large women's clothing brands in China.

In the early 90s of last century, a large number of fashion brands emerged in Zhejiang, China. Among them, Metersbonwe was the most famous. With the rapid development of China's economy, these brands relied on the rapid expansion of the three or four line cities, and quickly became 1 billion or 10 billion scale. clothing Because of the very low cost of production in China, the sales price of the above brands reached 7-11 times that of the cost, 30 euros a T - shirt, 250 euro overcoat, and the price almost caught up with some international brands, not to mention the fast fashion brands of H & M and Zara.

China's high inflation and economic uncertainty are reducing consumer spending in China. The accelerated slowdown in luxury sales in China in recent years is a clear indicator. Mass consumers are more inclined to cheap fast fashion brands, with a discount like JNBY. " Designer There is obviously a congenital defect in the quality and price of the mid-range products under the banner.

On the 24 day, HSBC released the purchasing managers' index of China's manufacturing PMI manufacturing industry in July. In July, the initial value of PMI in China's manufacturing industry was 47.7, down from 48.2 last month, the lowest in 11 months. Qu Hongbin, chief economist of HSBC China and Asia Pacific co head of economic research, said HSBC's PMI value of China's manufacturing industry continued to decline in July, indicating that manufacturing slowed down because of slowing orders and accelerating inventory, which would increase pressure on the labour market. The fall of PMI in July is the highest level in nearly a year, and it is also one of the biggest drop since the 2008-2009 financial crisis.

In BoF's commentary, the author also tucks up the propaganda strategy of Chinese fashion brands without the fashionable Chinese net. Many times, whether the brand handbook or the boss's exclusive interview, these Chinese brands are forever repeating slogans that are "target consumers between 18-30 years old, young people who like fashion and shopping." The foundation of international brand operation is brand founder and story, which are basically zero on Chinese fashion brands.

According to the no fashion Chinese net interview with the director of public relations in China, an international fashion business brand, she said she would never buy similar products. Brand clothing This includes the rise of some Chinese designer brands. "Price and design, quality are totally uncompetitive. The same price can buy a famous brand in Europe."

Another Guangzhou brand Ochirly, Europe's power (the main clothing brand of hkei group, a registered company in Hongkong) has also been in the last century, and has opened up another field of service for urban OL services. These brands are undoubtedly shaping up a brand that looks like "design" style at a very good time. But as time goes on and information is developed, we can see that these brands have a lot of reference and "splicing" elements. JNBY Jiangnan cloth is very similar to the Japanese designer brand, and its main international market is also the first to bear the brunt of Japan. Ochirly Europe time force is more united with European and American fashion design elements. In recent years, it has invited overseas models to shoot advertisements, in order to create "famous brand". In recent years, LVMH's L Captial Asia has increased the aura of Ochirly Europe, and is also simple enough for the investment and growth potential of such brands.

Although the BoF article mentioned the above brand attempts to transform, such as JNBY launched CROQUIS sketch men's clothing, Chiu Shui autumn Shui Yi launched Cocoon coconey, but the brand mode has not yet made any substantial changes.

Although the above brands rely on expansion to accumulate a large number of customers, but with the entry of large numbers of international brands and even the encirclement and suppression of the same type of e-commerce brand, the future crisis is certainly greater than the opportunity. Besides, fast fashion is accelerating the pace of China's expansion, and ploughing into the four and wireless cities. Will there be a brand falling if there is no cost performance and design without any special features? At least according to the no fashion Chinese net, the IPO plans of several domestic clothing brands have been stranded last year and this year respectively.