Russia'S Attitude Towards Chinese Brands In The Field Of Clothing

The closer cooperation between China and Russia is not only dependent on the rapid economic development of both countries, but also the embodiment of deep friendship and mutual respect between the two peoples. Of course, it also benefits from the revival of cooperative tradition that the two countries have been following in the field of industrial trade.

Especially in the field of textile and clothing, the exchanges between the two countries are very close.

What is the current situation of Russian clothing market?

What is the Russian consumer attitude towards Chinese brands in the field of clothing?

In this paper, the relevant articles in today's Russia are selected for reference to the clothing manufacturers and suppliers who want to enter the Russian market.

Russia's clothing market situation: in 2007, the total Russian clothing market reached US $40 billion.

About 30% of them are low-priced products, and over 55% of them are mid priced products.

Every year the clothing market will increase by 15%-25%.

According to our statistics, in September 2008, the average expenditure of Russian people buying clothing was 350 US dollars.

Under such circumstances, the growth rate of clothing at intermediate prices exceeds the average growth rate of the whole market.

According to our statistics, the mid priced clothing will increase by 25%-30% per year.

This is first related to the continuous improvement of the living standards of the people, and of course is related to the gradual decline in sales of clothing exhibitions.

Consumers are more and more fond of shopping in shopping malls.

In addition, the opening of more and more new trading centers promoted the growth of the trade volume in the shopping malls.

This is because, in new shopping malls, the cost of installing equipment at its stalls is lower than that of individual shops.

The products of domestic garment manufacturers account for only 3.4%-3.7% of the total volume of Russian clothing market.

Russia's domestic clothing market is not yet saturated and has a low risk. This not only attracts many investors in this industry, but also attracts some investors in other commercial fields.

In recent years, Russian enterprises engaged in men's clothing production have made great progress.

Men's wear in the market is popular.

In 2005 -2007, the demand for children's clothing on the market was also increasing.

Many analysts believe that this trend is related to school uniforms.

Of course, the fundamental reason for the popularity of children's clothing is also that the population explosion is taking place in Russia, which is the result of our government's implementation of population policy.

Here we need to point out that sportswear and underwear are very promising clothing types.

Analysts believe that the most popular clothing market in Russia is clothing for young people.

It is worth noting that the Russian clothing market is beginning to show the typical development trend of the western developed clothing market.

First of all, this is reflected in the accelerated production cycle, while reducing production costs and increasing production.

As a result, the proportion of "everyday" practical goods is decreasing.

If a few years ago this type of clothing accounted for 90% of the backlog, it would not exceed 15% now.

Not all products can be sold on schedule, thus increasing the number of goods in department stores.

According to the statistics of enterprises, all the backlogs of not less than 15% will be pported to department stores.

We believe that the clothing market in Moscow will become more saturated in the next few years. Therefore, for apparel retailers, there will be a good development prospect for the main regions and natural resource exploitation areas with high consumption level in Russia.

The Russians' attitude towards the consumption of Chinese brands in the clothing field shows that there are no clothing brands such as Sela, GloriaJeans, Savage, Collins, Oggi, Mango, Mexx, Columbia, Benetton, Ostin, Terranova, and so on in the wardrobe of young people.

The most popular brands were Sela, GloriaJeans and Savage.

We should point out that these brands listed above are enough articles in advertising.

Moreover, apart from a very small number of brands, these brands are made in China.

However, no brand in these brands is willing to point out their country of origin to consumers in important information.

The Russians have traditionally seen the reputation of certain producers.

According to the results of our survey, it is certain that in the Russian concept, the image of the Chinese apparel industry is very good, and they have a positive attitude towards China.

The era of linking China with daily necessities and the threat of population expansion is over.

The overwhelming majority of the respondents (about 90% of the total number of respondents) can clearly describe their impressions and attitudes towards China. The main impression of most Russians on China is: "great long history", "developed industry", "high technology" and "developed market economy".

Because the reputation of China's clothing industry has been firmly established in Russia, there is a trend that people believe that China's clothing products are absolutely not inferior, and that the poor quality of Chinese clothing is a myth in people's minds.

Today, only 35% of respondents agree with the low quality of Chinese clothing products.

In 2007, according to data from the public opinion research center of Russia, 80% of respondents pointed out that the quality of Chinese products was low.

The reason for this change in Russian attitude towards Chinese clothing products is that people found that Chinese brands appeared on the Russian market (31% of Russians knew Chinese clothing brands).

In this case, they regard all Chinese products as the same.

Now, the situation of Chinese brand products entering the Russian market is very good: the world financial crisis is affecting the consumers in Russia, the demand for expensive western brands will drop, and the medium priced goods will have more market prospects.

The rising confidence of Russian consumers in Chinese products is a key factor for the success of Chinese manufacturers and suppliers in the Russian market.

When the products of Chinese brands enter the Russian market, they should attach great importance to the advertising promotion of their products, because now the Russians are critical of Chinese product advertisements, which reduces their trust in Chinese brand products.

We believe that the main mistake lies in the fact that Chinese enterprises do not fully take into account the characteristics of Russian social thoughts and the differences in understanding advertisements between China and Russia when designing advertising concepts.