After The Saad Incident, The Korean Fashion Industry Began To Worry About The Fate Of The Chinese Market.

A month ago, in Seoul

Before the opening ceremony, Jung Ku-Ho, executive director of fashion week in Seoul, gave comments on the Sino Korean relations which had been in a low ebb due to the deployment of the Saad anti missile system in the United States at the relevant press conference. At that time, he said, because the scale of Korean brands was generally small, the "Korean fashion industry" might not be regarded as a politically valuable industry in China.

Seoul Fashion Week

In addition, he also pointed out that compared with previous years, the number of Chinese buyers who participated in the fashion week did not decrease, and the number of Chinese orders received by some brands was corroborated.

But in fact, some people in Korea's fashion industry are beginning to worry about their future because of changes in the Chinese market.

Let's start with Seoul fashion week.

According to the reporter, the number of Chinese buyers who finally attracted the 2017 autumn and winter fashion week in Seoul decreased by half compared with that in 2016.

In previous years, Chinese buyers took part in Seoul.

60% of the international buyers.

Today's decline is undoubtedly in the supply side perspective, which has set obstacles for many Korean brands to enter the Chinese market.

Even the buyer who participated in the fashion week said that although the Korean fashion brand is still competitive in the Chinese market, even if the order is placed, Chinese companies will adopt a completely different marketing strategy. For example, "Korean brand" will not be the focus of their propaganda.

Korean fashion can have influence in China, Asia and even the world, and even reach the stage of forming a trend. To a large extent, it is related to the popularity of Korean dramas and Korean wave idols.

Maybe you still have the impression that the Korean drama "how did you come from the stars" made the Jimmy Choo popular in China? The Wall Street journal once wrote that after the play was broadcast, the heroine wearing Jimmy Choo high-heeled shoes broke out instantly in China and South Korea.

After that, although there are no phenomenal dramas like "stars from you", but in Taobao search "Korean drama" or "Han Xing Tong" as the key word, we can know how many Korean fashion brands have the opportunity to enter the Chinese market, or at least the Chinese customers know.

However, now the marketing channel that belongs to Korean fashion has been cut off in the Chinese market.

Although the Chinese government has never issued an official stand "no Korean" or "restricted Korea", the Korean wave is still cold in China: Iqiyi, Youku and other video sites have rolled out the Korean variety and Korean dramas; the Performing Arts brokers have also stopped the tour of Korean artists to come to the mainland of China to host concerts or fans meeting; if you are careful, you will find that the craze from cars, mobile phones, electric cars, snacks, drinks to skin care brands are also keen to find korean star endorsement.

If we look at the Seoul fashion week just now, it will be much less than the previous domestic media coverage of the fashion week.

This aspect is related to the lack of focus in the fashion media and domestic artistes and KOL. On the other hand, from the media itself, over reporting "Korean fashion" has also aroused the risk of "popular indignation" in this period.

The change of consumers is another manifestation of the delicate situation between China and South Korea.

Of course, some consumers will not change their consumption papers.

They will still buy Korean fashion products through purchasing or Korean electric business websites.

But there are indeed a few people who are on the way to boycott Korean goods.

Not long ago, an example of Chinese tourists' refusal to cruise to Jeju Island for tourism consumption is an example.

The media also reported that the performance of Korean restaurants in Beijing has plummeted.

So, there are already

Decide not to wait passively for the clarity of the situation.

"China is still an important market for me. My focus is on Asia, and China is one of the most important parts," said Choi, designer of JKoo, who participated in the Seoul fashion week press conference. "But after this season, I should start trying to find opportunities in the US and European markets."

For more information, please pay attention to the world clothing shoe and hat net information report.