Coffee Culture Consumption Circle And Domestic Clothing Brand Innovation

Mr. Chen, 30, is a civil servant. He often finds it difficult to buy clothes that are satisfactory.

The public leisure and sports clothes that are often worn in the school days are now childish and inappropriate, and he does not want to be like Mr. Chen.

People who like fashion, personality, generosity and simple clothing are known as the "coffee culture consumption circle" in the clothing industry, and the clothing brand launched according to their needs has gradually become a climate in China.

The "coffee culture consumption circle", aged between 20 and 40, is a new force in the society. Most of them are wage earners. They have their own unique views on fashion and fashion, and are sensitive to the styles, colors, prices, fabrics and services of clothing.

They need clothes with taste, personality, fashion, no alternative, top grade, and reasonable price.

The fashion and avant-garde clothing of "coffee culture" is the last clothing market in China. At present, apart from the famous international brands such as Jack Jones, Mark Ed Faye, ONLY, VERY-MODA and so on, it has opened up shop in some economically developed cities in China, and only VERY-MODA, G.I and other domestic brands have a reputation in the industry.

As time goes on, people born in 70s and 80s will gradually shift to the "coffee culture consumption circle", which makes the base of this group increase rapidly, and the demand for coffee dress market will also increase.

Huge business opportunities and trends have attracted many businessmen to focus on the "coffee culture consumption circle". Even Anta, the leading enterprise in sports apparel, has invested heavily in holding CABBEEN, hoping to break the market share.

The global financial crisis has promoted the rapid development of China's coffee dress to a certain extent.

According to Jiang Jianye, deputy director general of the Guangdong provincial brand promotion committee and a researcher at the center for urban development and environmental studies of the Chinese Academy of Social Sciences, some of the enterprises that have been making OEM for foreign brands in the long term can technically produce the same quality products as those of foreign famous brands, and the price of their products is 1/3 cheaper than that of foreign similar products.

A series of policies and measures for declining export performance and expanding domestic demand have provided an opportunity for these export oriented enterprises to turn to the domestic market.

These enterprises draw lessons from the marketing methods of foreign brands, and form their own unique schools according to their national culture and consumption habits. They begin to strengthen their brands and enrich the domestic fashion apparel market.

G.I ho Heng clothing company has always been export oriented, according to its general manager Zheng Jianpei, for a long time, Ho Heng has provided products for Paris clothing wholesalers. These products have finally entered the fashion stores in 51 European countries. However, since last year, orders from Paris have decreased by 2/3, especially in this year's foreign orders.

"We have produced fashionable men's clothing for the middle class and petty bourgeoisie in Europe for 8 years, and have the first-class fashion men's development and production capacity.

Now, under the influence of the big economic environment, we replan our enterprise development strategy, combine western "coffee culture" with China's consumer market closely, increase R & D investment and develop the domestic market.

Zheng Jianpei said.

At present, the global economic recession has made foreign brand names sluggish, and sales in China have been greatly reduced. This also provides a good opportunity for domestic fashion "coffee dress" to rise suddenly and create brands.

Yang Jizhao, Secretary General of the China Textile Industry Association, said that the huge domestic demand market is a good foundation for China's clothing industry. Chinese demand for textiles can not be satisfied in any other country, and only on China itself.

At present, Chinese clothing is professionally produced by improving the content of science and technology, refine the classification of clothing, make the quality level, realize the upgrading of industrial structure, and enhance the core competitiveness.