Luxury Brands In China Should Be Local Brands.

< p > China's local high-end brands already have the quality of products that compete with international luxury brands. The frustration of international brands is a good opportunity for local brands to develop.

In this long and no smoke war, China's local high-end brands must give full play to their local advantages in order to occupy a place in the future.

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The development opportunity of China's local high-end brands has arrived. With the increasing consumption ability of consumers and the rationalization of consumption concept, the advantages of local high-end brands are gradually emerging, and it is impossible to contend with international luxury brands. P

The key is how to establish a unique brand connotation and make the product more popular.

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< p > > strong > favorable local high-end development situation < /strong > < /p >

Does the sudden change of international brand P indicate whether China's high-end consumer market will go into a downturn? Will it interfere with the development of China's local high-end brands? In the interview of the textile and Apparel Weekly reporter, the responsible persons of several enterprises indicated that they had not been greatly affected.

"Although the development momentum of luxury brands has been hindered, the domestic economic situation has also declined, but our sales performance has maintained a relatively stable growth in recent years."

Zhi Yong said.

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< p > because the consumption pattern of Chinese belongs to saving consumption, there is essential difference between the consumption pattern and the advance consumption in Europe and America. Therefore, the previous financial crisis did not bring a strong sense of crisis to China's high-end consumers, and some people even increased the purchase of high end clothing during this period.

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Shen Yongfang, President of Shenzhen clothing association, said: "high-end clothing and clothing will also be affected by the macro-economy, but the impact may not be so great."

Because the high-end brand channel is relatively stable, customer concentration, consumer recognition and loyalty is relatively high.

As far as Shenzhen is concerned, the development of high-end brands is relatively good, and sales increase this year is about 20%~40%.

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< p > according to the statistics of the China National Business Information Center, the year-on-year growth rate of high-end women's clothing retail sales of large retail enterprises in China is obviously higher than that of women's clothing.

Baoji, Mass Phil, LAN Zi, Ya Ying and other top sales brand sales growth rate, for the overall high-end women's clothing category value has played a role in pulling up.

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< p > this is perhaps a sign that China's local high-end brands have ushered in a new upsurge of development.

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< p > < strong > designer brand positioning "after luxury" < /strong > /p >

< p > under the circumstance of economic depression, many consumers began to measure the purchase of international luxury goods or domestic a href= "http://www.91se91.com/news/index_c.asp" > high-end brand < /a >.

According to the "2012 China Fashion index" white paper published by fashion media group this year, 35.6% of respondents said they bought at least one local designer brand clothing, and 97% of those who consumed designer brands also had international luxury goods brands. On the contrary, 42.5% of consumers would choose to buy local designer brands after purchasing international luxury goods.

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Wu Jiayun, the brand promotion manager of Jifen women's clothing, believes that the designer brand is a "post luxury" brand, "P >"! "--EndFragment--".

In fact, designer brand and luxury brand should not be regarded as the two level concept, and there is continuity between them.

Many foreign luxury brands are developed by designer brands that have long been precipitated.

The local designer brand is also so, its quality and design ideas are close to luxury goods, the future may develop into China's own luxury, what is needed is solid accumulation.

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< p > a great brand needs a group of consumers to create, consumers in the shopping process put forward their own needs, such as what occasions to wear what clothes, but also to provide a brand closer to the market design ideas.

The mature consumer mentality of Chinese high-end consumers can help designer brand upgrade in turn.

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< p > "I think designer brand will usher in unprecedented opportunities for development."

In addition, Lin Jinliang said, "in the near future, China's ODM OEM enterprises will usher in a major reshuffle, just like the once popular" Fujian style menswear ", without their own style is the death point of brand development.

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< p > "China has always had the same high-end fabric as gold since ancient times, and has the strength to create high-end brands.

Chinese people have always had a Chinese complex. Chinese designer brands do not necessarily have to design national style clothes. They need to design clothing for Chinese life and emotional expression. This is the brand of Chinese local designers, which is most likely to last long.

Ceng Fengfei said.

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< p > < strong > concentrated study of local consumers < /strong > /p >

< p > at present, the whole domestic a href= "http://www.91se91.com/news/index_c.asp" > dress and apparel industry < /a > is still in a critical period of pformation and upgrading, and high-end brands are no exception, brand promotion and innovation become an inevitable trend.

High end brands should be pformed from "service driven" to "value creating" enterprises.

The designer needs to study the change of consumer demand deeply, study the connotations of high quality life expectation, and adapt to the diversification of market.

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< p > compared with the development of international luxury brands, the biggest advantage of Chinese high-end brands is the understanding of Chinese consumers. By this way, we can dig out the characteristics and needs of target customers, and brand can build an indestructible fort in the future high-end market offensive and defensive war.

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< p > "in the same city, the means of dislocation management with luxury goods is not price war, but localization.

We have our own pattern design, profile and color, just as the brand logo is the image of the Chinese seal, we have a more Sinicization brand.

At the same time, we are closer to the Chinese market and better understand the Chinese market.

Know what your target customers lack, and what are their characteristics and personality.

Lin Jinliang said.

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< p > Lin Jinliang uses the example of the brand version design to prove to reporters what is the genuine local brand.

The basic version of men's formal dress is much the same in the whole country. Even some famous first-line brands have not seen any special features.

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< p > and the core group of an Zheng is 35~45 years old business men and civil servants.

In China, men of this age have obvious characteristics and have a belly.

The international luxury brand men's wear design can not take into account the physical characteristics of Chinese men, so they will make the package of the suit very large to meet the needs of all kinds of people, so the suit version is biased towards the bucket type.

But in China, the shape of the consumer at this age is that the waistline is thicker and the shoulders and bust are not changed. Therefore, there is an unfit situation. Even the best quality suit can not wear high quality.

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< p > in order to meet the needs of the target customers, the men's clothing designed by ANN does not change the size of the shoulders and bust of the suit, but increases the loose waist.

At the same time, although the belly of these belly customers is bigger, the width of the waist from left to right has not changed much, but the diameter of the front and back has increased.

"In order to fit the actual situation of our customers, we carried out a careful edition design, that is, let the suit's circumference fit and emphasize the curve from the back to the waist, and achieved the pertinence, actually this is the path of brand differentiation and development."

Lin Jinliang said.

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< p > < strong > do the a href= "http://www.91se91.com/news/index_c.asp" conforming to the Chinese market, brand marketing < /a > /strong > /p >

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In order to dig deeper into the market, P has made meticulous adjustments in the past two years. < --EndFragment-- >

"We are very cautious in expanding the number of stores. In the past two years, we have been developing the content of existing stores."

Wu Jiayun said.

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< p > as designer brand, we have advantages in advanced customization. Therefore, in the store, the scope of advanced customization has been relaxed.

In the past, advanced customization was custom-made style and fabric. Although many Chinese consumers like advanced customization, the recognition of clothing can not make her know very well what style and material are suitable for herself, so even if they have a customized desire, they will not easily choose this kind of service.

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< p > we have changed the service to the terminal shop, and some of the styles will be made into ready-made clothes to show to the customers. The size of these ready-made clothes is the largest, so that the customers can adjust according to their shape.

Customers can not only adjust the size of clothing, but also make personalized modifications such as removing sleeves and shortening the skirt length.

This greatly expands the beneficiaries of advanced customization.

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< p > in addition, although the store can not be opened in large areas, local high-end brands can achieve publicity effect by increasing advertising influence.

An Zheng men's wear has made great efforts in media promotion in recent years.

It not only promotes the propaganda of soft media, but also works with Hunan satellite TV to name or sponsor the programs such as the hit TV series.

"Let the image of our building appear in the program, and let the actors wear our brand clothes, which is also a localized propaganda means."

Lin Jinliang said.

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