China's Fashion Power Is Beginning To Influence The World Trend.

Today, in the busiest fashion circle, the four fashion week has become one of the hottest topics in the near future. The most advanced designs, the most fashionable Street pads, and the most familiar faces, of course, are China. Designer Chinese stars or Chinese models have become an integral part of the international fashion week. Such infiltration makes reporters suddenly realize that China's fashion power has begun to influence the world trend.

The camera turned to the domestic market, and those brands that emanated light on the T platform were in the Chinese market. In the face of this weak trend, the brand lists anti-corruption, Hai Tao, online shopping and other factors, and carries out various activities to show good to China. In view of this, the fashion attitude with Chinese characteristics has also gone down the T platform, which has begun to affect the international brand's "fishing for gold" road, but also because it is in its growth stage, and there is almost no regularity in the change of Chinese fashion attitude.

　 Waves surging under the smog

Recently, a new data on luxury consumption has been released, and individual items are still unexpected. Recently, fashion technology company Rose Vision released its commodity guide App application "global cargo clearance guide" data, data show that in China's second tier cities, Chengdu people have the highest degree of acceptance of new fashion brands, and 50 thousand yuan has become the watershed of Chinese consumers.

During the 60 days from December 10, 2013 to February 10, 2014, the 14887 users of the App had a total collection of 144273 items, including 7 brands with a single brand product being more than 10000. Among them, Louis Vuitton products are the largest number of collections, and the only 20000 times more brands. The second place is Burberry, and the product is collected 19643 times.

It seems that although Louis Vuitton has been weak in China in the past year, its largest sales base still has the largest audience, while the same Gucci is not on the list. At the same time, it should be deduced from common sense that the consumers of "North Shang Guang" have a higher degree of acceptance of the new fashion, but Chengdu has won the top spot. Although the survey itself has limitations, this unexpected result also reflects the uncertainty in the growth of China's fashion attitude.

As for price factors, data show that the collection rate of products below 2000 yuan is the highest, accounting for about 1/32001 yuan ~5000 yuan, 5001 yuan ~1 million yuan, 10001 yuan ~5 million yuan 3 interval product collection rate is 19%, 22%, 22%, and 50001 yuan and above products collection rate suddenly reduced to 4%. These figures seem simple, but they are a manifestation of a new trend. To see this cruel 4%, the brand should start planning for its own unit price of more than 50 thousand yuan.

　 To adapt constantly in planning and adjustment

In fact, such unexpected data is not the first one. It is this unexpected surprise that made many international brands unprepared, and then entered the dilemma of today's "weakness" and "cold winter".

Looking back a few years ago, people were catching up. Fashionable "As a fashion label, and where is this fashion? Of course, it is a colorful international stage, so the international brands that then swarm into the Chinese market have been highly sought after. I still remember when I was in college, the first ZARA in Nanjing settled in the water swimming city. Although Louis Vuitton and Gucci already had stores, they were more suitable for shops for the "non productive" class students. But ZARA pulled the students from the US and Baleno, and the water swimming city became the most popular shopping place in the minds of college students. After graduating for one year, there are many Louis Vuitton and Gucci students, and ZARA has no power in the past.

The era of earning enough money to rely on a foreign nationality is gone forever, but the Chinese market is still fat. Especially when the desire of the middle class consumers in the developed countries has changed from Herm s to H&M, the strong demand and purchasing power of the "new generation" consumers from the emerging market and the large amount of cash have become a fatal attraction. As a result, most international brands are using their mouths to think about how to eat meat.

At this stage, China, like the US in 1943, is extremely hungry for fashion. That year, Eleanor Lambert, a pioneer in public relations, discovered that American consumers were closely concerned with the trend of development across the ocean in addition to waiting for reports of the war. So Eleanor Lambert gathered the media together and assembled a group of designers in New York to hold the first fashion week in the world. Since then, fashion nuggets in the United States and around the world have held fashion week in New York regularly. Unlike the United States, the China Fashion Week held in Beijing has been developing for over 10 years. It has played a strong role in promoting the development of China's fashion industry. Under the condition of fashionable hunger, it has built up self-confidence with the brand so that Chinese consumers believe that they can walk with the world.

Although the consumption concept of Chinese consumers is upgrading and China's fashion attitude is growing, it is obvious that the progress of individuals is different. Among the Chinese consumers, there are people who are eager to consume famous brands but are not strong enough to buy platinum bags. There are also people who focus on lifestyle instead of brand logo. Chinese fashion industry is experiencing a wave of diversification. Facing the growing and changing Chinese consumers, it is more and more difficult for them to go through customs like an increasingly meticulous sieve. But the place where there is gold is the flourishing age. The growth of Chinese fashion attitude is the process of international brand shuffling into China.

By the end of February, a lingering spring rain had opened up haze and sunshine in Beijing. Until the day when Chinese fashion attitude is mature, chaotic International brand The market will also be clear.