How Many Do You Know About The 15 Brands That Are Loved By Millennial Consumers?

In 2016, the whole market was in the doldrums. Many brands experienced losses, reshuffle and even closed stores.

Half of 2017, the first half of the consumer market is mixed.

Then, in the first half of 2017, what are the advantages and disadvantages of the consumer market? What are the outstanding brands and worthy of our study?

In the first half of 2017, a mixed consumer market.

According to the latest retail statistics released by China's National Bureau of statistics, the growth rate of China's total retail sales of consumer goods in the first half of 2017 increased by a year earlier than that in the same period in 2016, and the whole consumer market showed signs of weak recovery.

Although the market is still facing a severe test, we can still see the breakthroughs and various positive phenomena of the enterprise brand, such as borrowing the power of capital, realizing listing to expand its influence, and realizing cross-border cooperation with various brands in order to meet diversified consumption needs, buying brands and promoting the market rapidly.

Many brands have such joyful actions. Unfortunately, low gross margins, brand aging, unclear positioning, and personnel changes still plague major brands and enterprises.

2017 in the first half of the year, loved by the millennial consumer brand list Top15

2017 in the first half of the year, 10 of the retail brands were listed in the list of consumer favorite brand Top15, including clothing / Footwear / collection / cross-border composite stores and other sub categories. The top 2 restaurants and brands, and 3 children's parents, entertainment and entertainment, with the highest proportion of clothing, up to 54%.

From the above two charts, it is not difficult to draw the following conclusions:

The fashion trend has always been the main theme of consumption.

In the proportion of subdivision, clothing accounted for 54% of the total.

With the replacement of the times, 80/ and post-90s consumers, known as the millennial generation, have become the main force of Chinese consumption. With the arrival of the tide of consumer upsurge, their demand for fashion trends is bigger and bigger, and they are more inclined to young and individual brands.

Pursuing health is the trend of overall consumption.

With the increasing popularity and importance of health concepts, salad brands, sports brands and sports fitness centers have become a favorite category among consumers of the millennial generation. Catering, leisure and entertainment conform to the concept of healthy consumption.

Segmentation of market space into "rush goods"

In order to expand the channels of promotion and enhance the brand radiation, many brands have launched various sub categories of cards. Men's wear and children's wear market have become the top brands of all brands.

Multi format, diversification, cross boundary into new trends in the industry

In the list, the brand category presents the contention of hundred flowers, which covers consumers' clothing, food and shelter. At the same time, the boundary of the format is gradually blurred, and cross-border businesses are emerging. Businesses are looking for the most consistent mode with the brand tonality, trying to extend the time of consumers in the store, so as to achieve the growth of turnover.

Brands are most keen on entering a second tier city.

In the choice of entry area, the brand tends to be in East China, North China and Southern China; in terms of city level, a second tier city is preferred.

Fast fashion: quietly after the quiet speed up, the prospects are still promising.

Influenced by consumer preferences, fierce competition and serious homogenization, the overall market growth of fast fashion in 2016 slowed down.

However, in the first half of 2017, fast fashion brands began to accelerate, and the number of outlets increased by 16% over the same period in 2016.

Although there were only 3 fast fashion brands in the first half of the year, there were 2 seats in the top 5 of the list.

In terms of performance, the growth rate of China and the whole fast fashion market is slowing down. At the same time, fast fashion is being attacked by "super fast fashion" and "slow fashion". Therefore, many brands are trying new fields, and many brands are sticking to their positions, attracting consumers' attention by their own advantages and gaining a firm footing in the market.

KM: it not only provides the fashion that young people need, but also protects their wallets.

Compared with other fast fashion brands that have slowed down the growth rate

KM, the designer of fast fashion brand, has been developing rapidly since entering the market. The concept and location of the fast fashion brand are just hitting the urban young people.

And the desire for individuality.

In addition to popular products, the brand also attaches great importance to the management and maintenance of fans, which is much more recognized in creative marketing than other brands.

It is understood that the brand is developing vigorously in the 169 cities of China, and is mainly facing 1234 cities across the country. The market potential is different.

Famous and excellent products: the name of 10 yuan shop has swept the whole country.

Unlike the other fast fashion brands listed in the other two, the fast fashion brand name and top quality product is not the main body of clothing, but also known as the "pig shop" and "grocery store" in the mouth of consumers. It is a product of pig products.

When consumers want to buy various kinds of small necessities for their homes to beautify and facilitate their lives, but they do not know what they lack, many consumers first think that they are famous brand products, and cheap and complete products can meet the needs of consumers.

At present, the famous and high quality products have not only opened their stores all over the country, but also stepped out of the world, and have reached strategic cooperation with more than 50 countries and regions, including the United States and Canada.

Leisure / fashion fashion: as an everlasting consumption melody, more attention should be paid to consumer demand.

The industry generally believes that with the upgrading of consumption and the replacement of social structure, the younger generation has become the main force of consumption.

Compared with the previous generation of consumers, this generation of consumers has more opportunities and channels to engage in fashion and fashion. Fashion trends become a necessity of their lives.

In this case, whether it is

Or emerging brands, all need to focus more on brand and product design pformation.

According to the above statistics, 20% of the brands that are loved by the millennial consumers are leisure /

It is undeniable that the garment industry still has much room for expansion.

JUCY JUDY: meet a girl with a girl's heart

Korean clothing group Basic House's leisure wear brand JUCY JUDY main fashion playground concept, young and lively product style, through the rich design to stimulate consumers' imagination and collocation ability; good at using small stage, speakers, dining car service platform and other full of girl heart elements to create a life full of flavor scenes, create a unique store atmosphere, bring new experience to consumers.

Since its entry into the domestic market in 2014, the number of shops has expanded to 300.

Sportswear / sports footwear: the concept of health is popular, and sportswear suits usher in a period of rapid growth.

From the recent movement, consumers are paying more attention to health while paying more attention to fashion. In 2016, the global sports industry market scale increased by 3.8%, of which footwear grew by 10%.

A 6% increase in fashion and comfortable sportswear has become more popular.

There are 2 sports brands in the list. They are all foreign brands, namely Vans in the US and Adidas neo in Germany. The two brands attach importance to the combination of product and consumer lifestyle.

Adidas Neo: a fashionable sports and leisure sub card that accords with the tastes of young people.

Compared with other sports flavored series, the Neo series has a lighter sporty atmosphere, and the fresh and active design style is just in line with the tastes of young people.

The slogan of "born and ready to move" encourages the younger generation to explore boldly, and its interaction with fans has greatly shortened the distance between the two sides, making it better integrated into consumer life.

Children's clothing: meat and potatoes in the eyes of the major brands, children's clothing industry will usher in a major reshuffle.

With the emergence of the country's second child policy, the increase of people's consumption ability and the age of the new generation of consumers, the growth of children's wear is fast and the market potential is unpredictable.

It is understood that in 2017 I passed the children's wear market size is expected to exceed 150 billion yuan, children's clothing has now become the major brands in the eyes of Xiang Bo Bo.

Little MO&Co.: targeted middle class population

MO&Co. launched a new sub line brand in July last year.

The target consumer groups of this brand are mainly "demanding", middle class with individuality and quality, so their products use natural skin care fabrics.

The market has been allocated 30 stores nationwide. In 2017, it planned to increase the number of stores to 100, focusing on the development of Southwest China.

Magic Bay: creating high-end children's experience activities

Consumers are willing not only to increase spending on clothing consumption, but also to increase their spending on playing, especially the new generation of parents.

In Japan, the high-end amusement brand of aeon's fantasy brand is loved by the new generation of parents. The magic Bay innovates the scene experience, and plans the 7 major functional areas with the "Finland theme" to create a children's entertainment area for consumers.

It is understood that the international luxury brands LV, Chanel, Gucci and so on have also entered the field of children's clothing. Local brands Semir, Mei bang, Jiangnan cloth and sports brand Anta, Lining and so on are also unwilling to lag behind to join them.

Collection shop: effectively solve the homogenization problem, greatly meet the more personalized needs.

With the arrival of the consumer escalation, the physical retail has gradually shifted from pure shopping consumption to consumer life scenario. The emergence of the buyer's shop also reflects the increasing demand of consumers for personalized needs, and more and more brands are going to sea.

N-one: fun is the fashion of life.

The collection of many cutting-edge designers at home and abroad is committed to combining design and retail together, thus forming an independent international brand designer collection shop.

The collection store not only keeps pace with the trend of the trend, but also is good at creating topics.

Founded in just one year, it has opened 45 stores in the second tier cities nationwide, and its development speed is swift and violent.

Catering: the concept of health is popular, and all kinds of emerging brands will be born.

Food and beverage products development enthusiasm is not reduced, is a new and old alternately the most frequent industry.

The popularity of the concept of health has made consumers more concerned about the health of ingredients and cooking methods. The brand of salad brand, sports experience and healthy eating mode came into being.

At the same time, with the growth of food and beverage revenue and rental rents rising, like the main "snacks" of small restaurants have emerged, it is foreseen that there will be more emerging brand catering.

Sending parrot popcorn: repositioning popcorn and leaving the movie accessory status.

Sending parrot popcorn not only made popcorn away from the accessories of the movie, but also introduced popcorn with various flavors, which created the first place of popcorn.

The small catering mode has greatly enhanced the chain operation and rapid replication capabilities of the pie parrot popcorn, and has shown a strong expansion plan. The 2017 plan has 80 stores and 450 stores in 2018.

Leisure and entertainment: format restructuring, sports and leisure into the mainstream

Looking at the current leisure and entertainment projects, the traditional KTV and other basic have been eliminated, mini KTV, mini gym, new concept sports and leisure, secret room escape and other experiential entertainment have become the mainstream, and all brands have grasped the two directions of time fragmentation and content enrichment.

Music engraving sports fitness: Subversion of the industry's parity fitness

Nowadays, fitness has become a daily way of life. The high price threshold of traditional gymnasiums has discouraged most young people from enjoying the business opportunities, creating a cheap fitness model and subverting the traditional mode.

At the same time, it advocates the idea of "micro fitness", hoping to match users, fitness coaches and gymnasiums by sharing the economy.

At present, Yue has carved out more than 150 gyms, and plans to open more than 5000 intelligent gyms in the future, covering 1.5 kilometres near office buildings, shopping malls and residential areas.

Although the market environment is complex and the competition is fierce, many brands continue to innovate and use all kinds of skills to grab market share in the various subdivision categories. On the list, there are also ambitious brands. In 2017, there were 6 brands with more than 50 stores.

Whether it's a mature brand or a new brand, it is important to cater to the consumer's favorite. The most important thing is to cater to the consumer demand, while creating high-quality, personalized products and screaming experience for consumers.