The Rising Road Of Chinese Designer Brand Clothing

Who is the Chinese fashion designer who is willing to pay for their rise?

A similar story happened in Shenzhen. Two or three years ago, Zhang Ke first visited a new Chinese designer brand buyer shop across the house. She stroll around, and she slowly bought 1/3 wardrobes "Chinese design".

As a matter of fact, buying shops like braids and bryophytes are the first channels for many consumers to contact and buy Chinese designer brands.

With Chinese buyer shops, especially sales and monopoly China

Brand buyers have seen blowout growth over the past two years, and more and more consumers have the opportunity and platform to understand, understand and buy Chinese designer brands.

Wei Wei and Zhang Ke are already familiar customers of this kind of buying shop, and a small circle of Chinese designer brands has gradually gathered around them. Some of them are friends who always share similar tastes. On the other hand, they will often introduce friends who are not familiar with Chinese design to the Chinese designer brand store.

"Basically, once they liked it, they would start buying it," Zhang said.

As a fan of Chinese designer brands with mature consumption habits, Wei Wei and Zhang Ke can extract some representative characteristics, first of all, they are women -- this is related to Chinese designer brand.

The design is mainly related to the status quo of men's shoes and shoes design relatively less; secondly, they all have sufficient economic strength - Wei Wei, 37, has accumulated wealth for many years, while Zhang, 27, although young, has studied in Britain and has good family conditions, and now he is employed in the financial industry and his income is not low.

"Consumers who buy designer brands generally have a certain economic strength, which is because designer brands generally fail to scale up mass production, so the cost is high and the price is generally not low." Liu Mengjie, director of communications and promotion of China Xintiandi enterprise, said in an interview with reporters. "This means that generally speaking, customers who buy Chinese designer brands will not be too young, or they are rich in two generations."

Liu Mengjie's judgment is placed on Wei Wei and Zhang Ke's body. In fact, he can divide the main consumer groups of Chinese designer brands into two categories -- 75 and 85.

This is not only based on age and wealth accumulation, but also related to the difference in consumption concept between the two groups.

"I think the price of Chinese designer brand clothes is very high, they are very particular about fabric and workmanship, and they are cheaper than the big brands in the international market. They are more stable than tidal brands, and have more design and personality than the popular brands."

When talking about the reasons for choosing to buy Chinese designer brand, Wei Wei told reporters.

Although the price is not low, the products of Chinese designer brands are more substantial than those of the international top brands.

After 75, Wei Wei became the main buyer of Chinese designer brand, which is largely a manifestation of China's consumption upgrading.

Xie Ying, an analyst at the China commercial real estate research center, a real estate consultancy, said in an interview with reporters that since 2013, Chinese consumers began to pursue low-key and personalized products. Their interest points shifted from "popular" luxury brands to small, distinctive designer brands, which helped various types of buyers including Chinese designer brand stores to develop rapidly in recent years.

From a personal point of view, I believe that many 75 of them have bought ONLY, Jack Jones and VeroModa from young people, and then have grown up to buy LV, Prada and Burberry.

"My customers are generally financially independent women. They have the experience of buying big cards, and because they have bought them, they no longer satisfy that experience, they want to buy more interesting and more story design."

Designer Zhang Na told reporters.

"But for many young people today, because they do not have a hard time, they will not feel happy about having a Prada or LV.

This also determines that they are more self selecting when they choose things, and will not even consider them from the perspective of brands.

Wang Xiaodong, senior vice president and chief creative officer of Huambo Xuan Wei public relations company, said in an interview with reporters.

Zhang can talk about buying Chinese designer brands.

The reason agrees with Wei Wei's high performance price ratio.

However, she also emphasized the advantage of "individuation": "when you attend some special occasions, the big international brands often hit a couple of shirts with the same time, but the things of Chinese designer brand will be much better, and it is not easy to duplicate the samples. So when I have lots of friends with parties now, I want to say whether I want to go to the moss to have a stroll and see the clothes of Chinese designer brands."

For 85, it was easier and easier to accept Chinese designer brands.

Buying a shop, a buyer, Lin Shu told reporters that after 85, as the growth environment was full of consumer brands at home and abroad, they would start pursuing uniqueness and dare to try some new brands and products.

Therefore, compared to the consumer brand to the big brand and the designer brand progressive mode, the consumption pattern after 85 is more inclined to a variety of brand types.

In fact, there are many more immature faces in the consumers who buy the shop now.

"I've seen a lot of college students, even teenagers in their shops."

Zhang can recollect the scene of the moss in the past.

According to Lin Shu's observation at a Shang Gate store, the main consumer groups of Chinese designer brands composed after 75 and 85 are indeed expanding, and new members are getting younger.

"I think this is related to the current state's encouragement of entrepreneurship. Young people start their own business and accumulate wealth earlier than their previous generation.

Many young people already have some economic strength. "

Lin Shu said.

But in absolute terms, the base of young consumers is not attractive enough for designers and buyers.

The main user is 80, 90 after the photo social application "nice good" to provide the relevant data to make a reference, in the "nice good praise" platform, in the past three months by the user the most active tags tagging.

There is no Chinese designer brand in the top twenty-five brands, and if the number of Nike mentioned in the first time in March is more than one hundred thousand times in the March, and the number of mymymy mentioned in the Chinese designer brand, the number of mymymy tags is only 1/200 of that of the Nike.

To a certain extent, this reflects the popularity of Chinese designer brands in the post-80s and post-90s consumers.

At the same time, the above results are more or less related to the low recognition degree of Chinese designer brand and still the reality of minority love.

"When I buy clothes from Chinese designer brands, I really value the design and the products themselves rather than looking at the designer's work first.

As long as clothes are good, I don't care what brand I bought. "

Wei Wei said.

Therefore, whether it is Chinese designer brand or shop selling Chinese designer brand, we need to work hard to promote and maintain the main consumer groups and attract more young consumers.

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In terms of maintaining and expanding the main consumer groups after 75 and 85, the recent joint venture between the buyer's shop pillar and designer Nicole Zhang and cosmetics brand SKII is a good example.

Using its own industry influence and resources, Dong Liang promotes the cooperation of designer brand and cosmetics brand with similar age groups, which brings new experience to the original consumers of the shop and designer brand, and enables new target customers to recognize and understand the designer and pillar through the famous cosmetic brand.

In order to make Chinese designer brand more popular, especially to attract more young consumers, many designer brands have also opened a lower price sub line, and many brands and buyers shop have opened a network sales channel.

For example, designer Wen Hao Tian has also set up a younger online CHEZ Haotian, which is only sold online, in the Haotian Wen.

Designers Bu Kewen and Liu Qingyang have also opened Taobao stores for their brands.

You may be no stranger to the aforementioned designers, because some of them have taken part in reality TV shows, and have been exposed, while others have boosted their popularity by modeling cooperation with stars.

I believe that with more and more professional public relations companies like Huambo Xuan Wei entering this industry, more designers will have the opportunity to get systematic packaging and image planning, so as to get more consumers' attention and love. In fact, many designers have established cooperation with public companies, such as Wang Peiyi, Gao Yang and Wen Hao Tian are the partners of Huambo Xuan Wei.

In addition, the third party online platform has begun to enter the domestic designer brand market, which brings together a large number of original brands of domestic small and medium-sized designers, which are close to fast fashion and attract young consumers' attention.

"Moreover, these online platforms integrate resources, making the previously independent and unknown brands form a gathering effect, greatly reducing the sense of distance from the public, enhancing the brand effect and providing greater space for domestic designers."

Rui Yi De consultant Xie Ying said.

In addition to direct marketing, some people have begun to cultivate future consumers.

At present, we will carry out activities such as art exhibitions, handcrafts shops and so on.

Young people who are interested but do not yet have enough economic strength to participate, because in Lin Shu and her colleagues, these young people are likely to be "trained" into another wave of loyal fans of Chinese designer brands.

All of the above conclusions are based on the premise that these Chinese designer brands are clothing brands.

In fact, aside from most of the consumers going to ready-made clothes, there are still a small number of buyers of Chinese designer brands who are loyal Chinese high ranking customers.