Why Do Chinese Brands Enter The International Fashion Week?

Four big

China on

The quantity has never been so much.

According to the world clothing shoes and hats net, in the past London

On Zhou, Xander Zhou released the autumn and winter series in 2018.

Pronounce has become the latest Chinese designer brand in London men's week.

It was sent to fashion week by GQ, a GQ Presents project founded in 2012, which aims to send young Chinese designers to London Fashion week.

In fact, Xander Zhou also benefited from the project.

Since 2012, the London men's wear week has been officially established, and the GQ GQ has successfully established the GQ Presents project, bringing potential Chinese men's wear designers to the international market and giving them the opportunity to go to London men's clothing week in the two quarter of the year.

In the past five years, GQ Presents has separately promoted designers Xander Zhou, Kay Kwok, Shangguan Zhe, Sean Suen and Ximon Lee.

In addition to the London men's week, which is more inclusive of the new brand, this season Paris men's wear week also has three Chinese designer brands selected, namely, Sean Suen, Sankuanz and Angus Chiang.

The picture is Angus Chiang 2018 autumn winter series.

At the end of this month, the designer fashion brand Guo Pei was invited for the fifth time in the Paris fashion week.

Feng Chen Wang will show a new series in New York men's wear week.

In the same period, Tmall will also hold China Day China day in New York fashion week in February 7th.

The four brands displayed on the day include Lining, the brand of sports apparel, the clothing brand Taiping bird, the Chao brand CLOT created by Edison Chan, and the designer brand Chen Peng.

According to preliminary statistics, apart from the unannounced part of the women's wear week schedule, there are at least 10 Chinese brands on the international fashion week.

To a certain extent, this phenomenon reflects the rise of Chinese fashion brands.

With the surge in the number of Chinese students in the world's leading fashion colleges, a number of independent designer brands have sprung up and gained international recognition.

However, the problem is also emerging. Many Chinese brands fail to make the official routine after stepping up fashion week through special projects.

This inevitably raises questions. What will the brand and platform ultimately get when Chinese brands reach fashion week?

Of course, the most direct thing is that after the exposure of fashion week, there may be more international buyer orders.

But this is not necessarily necessary.

Exposure is not equal to order. Buyers need more realistic business considerations on the basis of decision making.

If you want to build a foundation in the mature market system of Europe and America, designer brand usually needs to go through a slow accumulation stage.

Almost a few designer brands can survive primitive accumulation.

In today's not optimistic brand designer market, data show that 100 designer brands can only live one.

GQ and other media platforms use their influence to provide opportunities for brands to display, and the subsequent development of brands still depends on their own conditions.

However, Tmall's group went to New York fashion week to offer some different ideas. It also made a new answer to the question of brand follow-up development.

From the camp perspective, the four brands are not all designer brands, but the four most prominent brands and brands currently in China's apparel industry.

Tmall is clearly planning for the brand's choice.

National sports brand Lining, the domestic clothing brand is younger and upgraded to represent the Taiping bird, the increasingly prosperous CLOT of the tide brand business representatives, and the new designer brand Chen Peng, which constitutes a complete picture of the current industry.

It is noteworthy that Lining, Taiping bird and CLOT are quite different from designer brands.

For designer brands, graduates from overseas fashion colleges, creating personal brands, making static displays or going to fashion week, attending showroom to wait for buyers to place orders, designer brand is more familiar with the established mode of European and American market compared with Chinese commercial brand.

But for the other three brands, the international fashion week system is beyond brand experience.

At the same time, Lining, Taiping bird and CLOT have reached the scale of commercial volume.

This is obviously different from the Chinese designer's brand in fashion week.

According to the latest financial results, by the end of June this year, Lining (02331.HK) revenue increased by 11.14% to 3 billion 996 million, and profits increased by 67% to 189 million, with a market value of about 14 billion Hong Kong dollars.

The picture shows the Taiping bird clothing brand Peacebird Woman.

According to last week's 2017 earnings announcement issued by 603877.SH, the company expects revenue to grow by about 15.4% in the year to 2017, and the sales revenue for the single quarter of the fourth quarter increased by 24.73% compared to the same period last year, achieving a net profit of 303 million, a significant increase of 60% over the same period last year, with a market value of about 12 billion RMB.

The picture shows the CLOT advertising image.

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Edison Chan's trend business has also laid a solid foundation for China's market by grabbing the opportunity.

CLOT's JUICE and JUICE STAND outlets in Shanghai, Beijing, Chengdu, Changsha and so on.

At the beginning of 2017, CLOT also got a ten million yuan financing for tiger sports.

In mid August, he launched a new company, INNERSECT, the tide culture pmission platform, and completed tens of millions of financing in June.

The picture shows the designer's brand Chen Peng advertising image.

The only commercial young designer is the brand Chen Peng. One of the purposes of Tmall's participation in the fashion week in New York is to support the designer brand.

Tmall apparel business Group CEO Ding Ding recently announced that it will launch the "designer DT innovation plan" in 2018, hatching five billion brands in this emerging field in one year, and promoting Tmall's China Japan Tmall China day cooperation with New York fashion week to promote more local original designer brands onto the global stage, while bringing foreign brands into the Chinese market through cooperation with New York fashion week.

The picture shows the 2017 Tmall double 11 global trend pageant.

In fact, it's not a new thing to bring China's original design to fashion week. Jingdong, the second largest online retailer in China, has been playing the fashion week card in recent years.

In September 2015, Jingdong put the Chinese women's clothing brand on the official agenda of the Milan international fashion week for the first time. In February 2016, Jingdong fashion brought five outstanding designer original brands to New York fashion week. For the first time, the show was bought. In September 2016, Jingdong brought six brands to the London Fashion Week and held a fashion show called "Beijing system".

In the 2018 spring and summer fashion week, Jingdong co operated with American designer brand 3.1Phillip Lim, British designer Mary Katrantzou, and Chinese travel designer Zhang Shan Shan.

Last November 6th, Jingdong formally announced its cooperation with the CFDA/Vogue Fashion Foundation of the American fashion designers association to help us young designers to enter the Chinese market smoothly and achieve the seamless online market.

In contrast, early Jingdong will focus on taking the Chinese original design "going out" in fashion week. Now it is more inclined to cooperate with the already established international brand fashion week, with the aim of "bringing in".

Recently, international brands such as Alexander McQueen, Saint Laurent and other international brands have been stationed in Jingdong frequently.

But Tmall, on the contrary, has released an obvious sign of "going out" in the fashion week of New York.

He said China hopes to help Chinese designers go out and let the whole international environment recognize the level of Chinese design.

Some analysts believe that the reason why fashion week is chosen is mainly due to the right to speak in international fashion.

This is also the focus of competition between Tmall and Jingdong in the four fashion week.

The Chinese brands that are pported to the international platform through the two platforms need to be recognized by authoritative opinions.

The designer brand of first-class fashion colleges has international standard. What they need is a strong pushing hand to let them get international exposure.

But not only the designer brand, Taiping bird, Lining, CLOT have the same appeal for fashion week.

With the pformation and upgrading of domestic brands such as Taiping bird, it has sought internationalization in both design and visual communication.

Although the local market is still its base camp, the fashion week will undoubtedly enhance the brand tonality.

Lining, the national sports brand, is also the same, but perhaps there are more purposes.

With the increasingly fierce competition between Anta and Lining, overseas market acquisition has also become the focus of competition among the two major sports brands.

Some analysts believe that enhancing international exposure is more beneficial to Lining's bargaining power in the acquisition of international brands.

Even in the discussion of fashion and shoes circles, Lining's discussion fever seems to have been higher than that of Anta, as shown in Li-Ning Way of Wade 6.

In response to the recent sale of Puma, Lining has become the latest Puma speculation potential buyer in addition to Anta.

Some people in the industry believe that the acquisition of Puma may be a competitive weapon for Lining to match Anta.

There is also analysis that even in the discussion of fashion and shoes circles, Lining's discussion fever seems to have always been higher than that of Anta, which means that the potential of Lining in fashion is still great.

Even for CLOT, which has been in the US market for a long time, fashion week is a new opportunity to be exposed.

In the past, fashion brands, which were marginalized by fashion week, are increasing in fashion week. Tmall's choice of CLOT is undoubtedly a trend of success. At the same time, it also makes international buyers concerned about Asian brands besides A-Cold-Wall, Off-White and other fashion brands that have become popular customers of fashion week.

Such an activity is undoubtedly a good opportunity for Tmall to show its muscles. Its driving force lies in enhancing the international discourse power of the platform. The brand also follows the platform's bargaining power to enhance its position in the international market.

However, after the brand development show, Tmall provides more solutions besides exposure.

In view of designer brand, Ding Ding said Tmall will provide commercial empowerment for designer brand in flow support, supply chain building, marketing and brand building, especially in the field of big data, which Tmall is good at. It will provide designer brand with all-round support from user analysis to price band prediction.

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The founder of Tasha, the founder of the buying shop, also believes that the designer profession is out of touch with the Internet before entering Tmall.

But in the new retail era, designer brands come to a larger environment. They are no longer facing competition among designers. They also need to think about whether the price, service and after-sale of products can keep up with the trend of the times.

The designer brand has a higher rate of duplication because of copying overseas mode, and the price is always high.

The problem is being solved by Tmall on the vertical platform.

Commercial brands have also seen potential for cooperation with e-commerce platforms.

Last September 20th, Taiping and Tmall reached new retail strategy cooperation.

Zhang Jiangping, chairman of Taiping bird clothing, said that after the strategic cooperation was reached, the two sides plan to carry out in-depth strategic cooperation in such fields as brand building, big data empowerment, consumer operation and online channel integration.

In the future, Taiping bird will also cooperate with Tmall, which aims to achieve online sales of over 10 billion by 2020, with a total sales volume of 20 billion.

In 2017, Tmall's twin eleven and Pacific bird ranked sixth and fourth in men's wear and women's wear sales list.

Lining also ranked sixth in the list of sportswear and sports shoes.

And on the eve of the double eleven launch of the official list of official explosions, the tide of men's clothing accounted for a very high proportion.

The exposure of these brands in fashion week can be highly efficient in the sales of e-commerce.

In essence, behind the competition of fashion retailing is the competition of big data.

Apart from the common advantages of big data resources, Jingdong relies on powerful logistics storage hardware, and Tmall relies on more accurate user data analysis.

China's electricity supplier market has almost become a big cat and dog war between Tmall and Jingdong's two giants. But it also means that the most capable platform for the clothing brand to provide sales channels and for the future of the brand is not the two platforms.

However, in response to the motives of this event, there are also people in the industry who suspect that since Tmall hopes to start the DT plan for the designers through this opportunity, the first step should not be "going out", but the landing of designer brand in the domestic market, making the designer brand make substantial Progress on the price issue.

CLOT and other commercial brands also need to further deepen the Chinese online market.

After all, Tmall is not just a media platform. Its advantage lies in the solution of market problems.

In fact, many designer brands and business brands that replicate overseas models need more "imported" to adapt to the local market.

It is foreseeable that as more and more Chinese brands enter the fashion week, while seeking recognition, the market will also pay more attention to the actual effect and subsequent development of brand participation in fashion week.

The e-commerce platform with solutions offers another way of thinking for fashion week.

Some analysts believe that in the future, Tmall, Jingdong and other domestic e-commerce platforms will directly label fashion week or provide sales channels for brands, which is not impossible.

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