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China'S Local Original Brands Grow Adversity And New Brands Are On The Market.

2013/12/27 10:25:00 26

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Clothing China Indigenous Original Brand Luxury Nationality

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 status quo 
 keyword 1, a significant decline 
 after the last year's atrophy, the "a href=" http://sjfzxm.com/news/index_c.asp "luxury" /a "market has not been as popular as expected this year, but the grim momentum is getting stronger and stronger. In the first quarter, the sales of French Open Cloud group (formerly PPR group) in China increased by only 10%, far less than 20% over the past few years. We can see that its strong luxury brand Gucci and Bao butterfly home have not performed well. The most important holiday gift market is also not optimistic. Statistics from the World Luxury Association show that the total consumption of luxury goods in mainland China dropped nearly 53% in the Spring Festival in 2013. In the past, persistent watches were also poorly performing. The Swiss watch industry federation said the Swiss watches exported to the mainland in the first quarter were down 26% compared to the same period last year. 
P, Gucci, LV and other luxury brands began to shrink in the past, and LV's top executives decided to suppress their expansion in China and postpone the opening of stores in the two or three tier cities. Gucci also decided to maintain only the number of stores in China in 2013. In the three quarter, according to a stop loss measure, Kai Yun group's earnings report still showed that revenue fell by 1.5% compared with the severe situation in the second half of last year. 
 keyword 2, inventory intensification 
 inventory crisis in 2013 is not only a low-end fashion brand "patent", but continues to spread to many dominant brands. Digest the inventory, reduce the loss, and carry the consensus of "winter" becoming a fashion brand. 
 the former brilliant ESPRIT produced a "full court 50 percent off" discount in Beijing shopping mall in the second half of the year. Such price concessions are actually challenging the stability of brand positioning. When other advantages are gradually not attractive, price becomes the only direction for the brand to strive for. Moreover, in the past, the brand of "hard gas", such as ZARA, also showed greater promotion than before. In the past 50 percent off years, the situation of almost all "explosions" in a week was not obvious this year, and the brand style of discount was more abundant than before. 
Under the environment of continuous cooling, the fashion brand should be changed. Some brands have got better results by digesting inventory or promoting sales through online shopping channels. For example, UNIQLO's performance in the "double 11" activity of Tmall mall was over 100 million yuan, squeezed into the top ten of sales. The problem of inventory is not only a matter of marketing, but also of price. In today's business environment, it implies the business model. The traditional chain seems to need to be re considered and innovating. 
 keyword 3 outside the wall blooming 
 this year, many Chinese original brands are shining on the international stage. During the London Fashion Week in September this year, Chinese fashion "a target=" _blank "href=" http://www.91se91.com/ "> designer" /a "group held a fashion show at the Royal Opera House in London. Sheme brand embroidery" a target= "_blank" href= "" target= "> shoes" < "in London, the fashion Research Institute breathed praise, and then succeeded in reaching preliminary cooperation with Paris old Buddha department store and spring department store. The local fashion brand Paul lander appeared in the London street to celebrate the celebration of London mayor Fiona Wolf, becoming the first Chinese independent brand to attend the Royal British grand ceremony. Shen Dongjun, President of Tongling jewelry, was interviewed by Philip, Belgium's new king. 
"P > down brand brand Bosteng entered the British market, and sold in local design and local department stores and high-end department stores, and plans to gradually promote to other European countries. {page_break} 
 trend > /strong > .
 key words 1 dark horse emerges > /strong > /p >
 2013, some luxury core consumers appeared to escape and abandon. The new and more attractive fashion trend brand is more popular among consumers. Some of the most popular designer brands in Europe are also popular in China. Such as 3.1 Phillip Lim, Proenza Schouler, Zadig&Voltaire, Helmut Lang, Sonia Rykiel, Ralph Rucci, and Rykiel. The US fashion brand Michael Kors surged 49% in the two quarter of fiscal 2013 as of September 28th. 
 although some brands haven't opened stores in the mainland of China, they are already very popular in Taobao and various purchasing channels. Obviously, the taste of Chinese consumers is no longer satisfied with the traditional fashion brands. After market cultivation, they have a clearer understanding of their fashion attitude, and these emerging brands will become the dark horse in the market. 
 keyword 2 difficult, thinking change 
Less than P, before the international luxury brands entered the Chinese market, they were more concerned about sales performance. However, Chinese consumers' views on this category gradually return to reason. Because of the sudden change in China's policy, the luxury group realized that only by paying attention to the actual needs of consumers can we continue to develop in this market. 
"P," said Haining's managing director, "despite the slowdown in the market, China is still a relatively fast growing region relative to the global scope. One of the world's largest luxury consumer markets will remain at least until 2015 and 2016." Eric Simone, director of global marketing and communications at MOET & CHANDON Hennessy, believes that foreign brands need to learn to communicate with Chinese consumers instead of simply playing the role of educator. At the same time, luxury brands found relatively strong categories when they subdivided their businesses, such as luxury home and jewellery. In the future, brands will place growth in these sectors and strengthen development and publicity. 
 keyword 3 go out /p >
This year, the first lady's visit to China is a shot in the arm for the fashion industry. It has a huge impact on the design field of the domestic a target= "_blank" href= "http://www.91se91.com/" and "dress /a". P At the outset, Princess Diana paid a visit to a target= "_blank" href= "http://www.91se91.com/" brand clothing "/a", which played a great role in the support of design power and the guidance of consumers. However, because there is no shortage of designers in Europe, despite the good design in mainland China that can attract buyers' attention, the customary impression of overseas consumers on Chinese brands is still "cheap". 
 the strategy of domestic designers is to take part in promotional activities abroad to enhance brand value, hoping to attract attention in the international market first and then to promote the domestic market in a big way. Some designers even label their brands as "Made in Italy" and "Made in France". In fact, China's processing technology has been completely recognized by everyone. It is the right way to do our own design and enrich the brand culture. 
"P" is not difficult to see from the world journey of Chinese brands. The national brand still needs to dig deep into traditional culture, and also understand today's fashion trends and consumer psychology. Only by relying on several traditional symbols can not impress consumers, nor can they create a distinctive personality.