More Opportunities For High-End Custom Brands

To a certain extent, the price adjustment of luxury brands such as Chanel in China is also adapting to the Chinese people.

Changes.

In recent years, the consumption concept of Chinese consumers is becoming more rational. The consumption market no longer stays in the stage of "buying more and buying more". The consumption of conspicuous consumption and excessive consumption are outdated. Personal demand has become an important reason for purchasing consumer goods. Compared with brand logo, consumers value the quality of luxury goods more.

Therefore, the rational regression of Chinese consumption concept has forced more and more luxury merchants to adjust the differentiated pricing strategy before.

According to "2014 China"

The market report shows that luxury brands have been increasingly diversified in recent years, and low cost products and categories have been developed. Luxury goods have become more and more popular in terms of price.

And electricity suppliers and purchasing agents.

The distance between luxury goods and consumers has also been narrowed. The mysterious veil of luxury goods is being unveiled by layers. In the future luxury market, the popularization of traditional luxury brands will become a trend.

With the popularization of traditional luxury products, there are new opportunities for high-end consumption, and more opportunities for high-end customized brands.

The wealth Quality Research Institute found that 67% of the Chinese tycoons thought that traditional luxury goods were not real luxuries, but customization was the real luxury and began to love more customized content in more fields.

Data show that the whole high-end customized luxury brand is developing faster than traditional luxury goods at a rate of 20 times.

The traditional luxury brands will only be used as "high-end customized products". In the near future, popular brand products will appear on the luxury counters, while the real luxury owners will shift to the "high-end designer brand".

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"The law of commercial market invariance is only good to consumers."

When the China Fashion Forum opened, chairman Ye Shouzeng, chairman of the clothing brand ICICLE, threw this sentence.

In recent years, the garment industry, which represents the traditional manufacturing industry, has been struggling for many reasons, but there is only one way out. It is to seize the market and satisfy and tap the needs of consumers.

"For this reason, the clothing industry must make a path choice, which is to cater for consumption or to guide consumption, whether to accept passively or to tap the consumers voluntarily."

Xu Xiaonian, a leading economist, said at the forum that the clothing industry should change more from creating products to creating demand, from expanding production to expanding R & D and design.

Some pioneer clothing enterprises have begun to try this way.

The underwear brand love group has expanded the layout of the living hall since the end of last year.

It includes all kinds of life related products, such as underwear, bedding, slippers, skin care products and so on.

"Moisturizing cream, for example, is not designed to pform cosmetics, nor is it the main thing to do.

It is to enable consumers to enjoy more sophisticated services to facilitate their one-stop shopping.

Chairman Zhang Rongming said.

In the recent Chinese clothing and Accessories Fair (CHIC), many enterprises and designers from accepting brand orders to accepting customer orders, an overcoat can also be produced exclusively.

Some enterprises have also demonstrated the intelligent O2O customization system, and only need to place orders on their phones to enjoy unique costumes.

Pan Jiancheng, deputy director of the China Economic Prosperity Monitoring Center of the National Bureau of statistics, said at the forum that the service consumption and personalized consumption of the clothing industry are rising in a straight line, and that the user centered, satisfying and even guiding needs of everyone is the way to break through.

Because of the entry of the Internet, the competition in garment industry is becoming more intense, and profits seem to be even more modest.

Rather than fear new business, embrace and accept.

"The most feared thing is to enter the new normal, but still the old thinking."

Pan Jiancheng reminds entrepreneurs here.

Seizing the new business format and turning the "Internet +" into a competitive weapon should be the choice of enterprises.

The clothing enterprise red bean group launches smart clothing application system. It uses mobile phones to link sales teams, sales terminals and agents all over the country to conduct remote management and customer traffic data analysis, reduce costs and better perceive customer preferences.

The head of the red bean group said that he is now considering the use of the Internet to expand the sales and service of enterprises and to narrow the distance from customers.

After the Internet marketing, enterprises should also realize the Internet of channels, operations and product manufacturing.

On the ongoing China Fashion Week, more and more designers and brands have also embodied high-tech and Internet elements in their clothing distribution, including smart glasses, technology fabrics and so on.

Sun Ruizhe, vice president of China Textile Industry Federation, said that the traditional manufacturing industry embraces the Internet rather than changing, but upgrading.

Especially for industry, the Internet enables the industry to pay more attention to technology and quality.