Casual Wear Will Replace Luxuries In The Chinese Wardrobe.

Jerry Clode, marketing consultant, said:

Gradually losing its cultural influence.

Now the Chinese wardrobe occupies more space.

Shanghai, China -- Chinese people

Tactile feeling is more and more confident, but consumers are beginning to abandon luxury goods and invest in leisure clothing.

It is often explained that this is due to slowing economic growth and the government's aversion to excessive public display of wealth.

But in fact, this is due to the unique pitional period of culture, politics and street trend in the country.

The data show that the Chinese sporting goods market will exceed the luxury market by 2020, increasing double-digit growth to 280 billion 800 million yuan per year, while the number of luxury goods will increase to 192 billion 400 million yuan in the same period.

I have recently met face-to-face with several of them in order to better understand how to re-establish contacts with Chinese consumers who are increasingly changeable and move upward.

In order to protect privacy, Xiao Zhang, the son of the business tycoon interviewed, did not want to reveal the full name.

He claims to be a fashion designer from Wuhan, a thriving industrial city in the interior of China. He said frankly that "beating children" has been brought up in a group of "early luxury brands entering China".

But even though he will buy these brands, he says in a nagging way that they are "unable to express my more leisurely style" now.

As a "official two generation" benefiting from China's economic miracle, Xiao Zhang has mostly used luxury goods to show his family wealth, success and social status. But as a twenty year old young man, he and many of his friends feel that they have evolved to a more high-end leisure and sports style, so long as they look fresh but not rotten.

The feeling of Xiao Zhang is part of the profound pformation of "identity" in China, reflecting the new reality of the rich "millennial generation" in the country.

As luxury goods lose their cultural influence on the ambitious Chinese economy in the past, high-end leisure and sportswear now occupy more space for Chinese wardrobes.

Luxury brands are no longer able to express their status or "save face".

Some brands can begin to afford more working-class workers. If they save their annual wages and buy a few, the brand will lose its original value.

With the diminishing attractiveness of luxury goods, a more practical mindset has begun to influence new generation of Chinese consumers.

New results that have never been seen: wealthy Chinese consumers are exploring how to buy second-hand luxury goods at home and drive the popularity of B2C online luxury rental shops such as MsParis and DressUp.

The other result is a growing enthusiasm for active / athletic lifestyles.

Designer Wang Zhijun weaves sportswear elements into masks.

In China's major cities, even people on the commuter road have to accept a "model of body type" image baptism, the "belfies" displays all kinds of yoga posture or gym crazy sports photos; after the taxi seats on the screen are playing crunch, belly roll and other skills; micro-blog and other social media launched such as "A4 waist", "iPhone6 legs" and other quaint challenges.

The focus of attention is clearly shifting from face to skin to body image and health.

Nike, Adidas, UnderArmour and other international sports brands, TheNorthFace, Columbia and other outdoor sports brands, yoga dress giant Lululemon and newly arrived LornaJane are leading the trend.

Because of the desire to establish links in the local community, the concept of public relations in international brands has also contributed to this new way of life.

Adidas's long-running "sister" themed advertisement calls on young urban women to dress up to exercise, which is a powerful message from China, which used to pursue the one-child policy.

As part of this commitment, the brand opened Asia's first female specialized store in Shanghai.

The North Face and Nike also invite outdoor enthusiasts to challenge themselves.

Using popular WeChat to build a sports training community, we will display a series of products in China's major e-commerce platforms.

Compared with the more mature market, Tmall mall and Jingdong, such as B2C platform, the brand emphasizes less on the product, and more presents the new urban style: leisure sports wind (athleisure) plus middle class desire single product.

Chinese people share their enthusiasm for "self taking" before and after sharing their fitness with friends online, which further boosts the trend of leisure fashion.

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Domestic street style brands are also booming.

Shenzhen brand Roaringwild designers are looking for inspiration in Chinese language and symbols. Shanghai tide brand Chiin Chilla has injected the city's post-modern vitality into the street cunning characters with glasses and become the unique Logo of the brand.

As Gene Contreras, co-founder of Chiin Chilla, points out, "people in Shanghai have a deeper preference for casual and casual style.

People also have the tradition of going out in the streets wearing pajamas and pyjamas, so it's natural for them to start spending more money on sports or street style clothes.

Another example of "casual" comes from Beijing designer Wang Zhijun, who designed air pollution masks by removing sports shoes such as Puma and New Balance.

His masks can also ensure that locals express their own style, even in the daily reality of fighting against air pollution.

As more and more Chinese live in big cities, consumers are actively adapting to this process, trying to adapt their dress styles to their clothes. The reality is that consumers are not stuck in the elitism mode, but have more freedom to choose to join, oppose, or not be proud of the modern urban culture of China.