The Six New Trends Of Chinese Fashion Consumers From "Gregarious" To "Id":

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There is no doubt that China has long been the world.

The brand is a battleground for the military.

Chinese fashion consumers, whose needs are constantly changing and changing, are pouring fresh blood and vitality into the market.

The purpose of this paper is to analyze the six new trends of Chinese fashion consumers (see Figure 1), and explore the reasons behind them, hoping to learn from brands, retailers and operators.

From the perspective of demand, Chinese consumers' preferences are becoming more and more diverse, and tastes are becoming more and more personalized.

On the whole, brand awareness and the design and production of personal taste are the primary factors that determine the purchase.

At the same time, we also find that consumers pay more attention to personal feelings in brand choice, and begin to think deeply about the connection between brand and personal value.

When asked about the reasons for buying international brands, more than 60% of respondents said "international brand is a way of self expression".

More than 50% of respondents claimed that they had high quality service and good experience.

More than 40% of respondents said they would be willing to try new brands if they met their expectations, even if they never heard of the brand (see chart 2).

We divide the international brand consumers into eight groups based on their psychological needs, consumption behaviors and attitude tendencies. Each subdivision presents completely different demographic characteristics, buying habits, consumption attitudes and brand preferences.

Two specific groups are described in detail.

The first category is defined as "eager to be upper class" group.

More than 90% of people believe that "having international brands will enable me to become a specific group".

Most of them are self-employed white-collar ordinary white-collar workers.

The second group we call "show self" group, more than 90% said "light luxury / luxury is just a tool for self expression, and has nothing to do with others".

They are the youngest of the eight subgroups, 3/4 of them are not more than 29 years old, and the vast majority of the monthly income is less than 25 thousand yuan.

But the average consumption of this group is second of the eight subgroups.

The reason is the support of parents. Nearly 3/4 said that large consumption (such as houses, cars, luxuries, etc.) were all arranged by parents.

"Self display" and "thirst for luxury" consumption habits are quite different.

On demand, the "eager" crowd preferred to identify the obvious products, and liked the classic ones.

On the brand, most of the people who want to be upper class prefer LV, TORY BURCH, STUART WEITZMAN and other international brands with classic style, more occasions and wider audiences. While the "show off" group favours GOYARD, MARNI, MARC JACOBS and Lssey Miyake, these same well-known, but smaller and personalized international brands.

On the channel, the "eager to get up" crowd will compare prices in various channels. Nearly 3/4 of the last time people purchase information through traditional information channels (shop experience, store goods display, traditional advertising).

People who are "showing off themselves" are more accustomed to "full channel shopping". Most people say that the products they want online will be bought before they are tried on the stores, and the products that the physical stores are looking for will be purchased online.

In terms of decision making, the crowd of "eager to be upper class" crowd and "show off self" crowd were more wayward than the three goods, and nearly 70% of them only bought the products and brands that they liked, but not many brands.

Over the past more than 20 years, luxury goods in China have gone through a period of growth from luxury to luxury.

From the male dominated, to highlight the status of conspicuous consumption gradually pformed into a female dominated, to seek self expression and value recognition as the starting point of the pleasing consumption.

When international brands have been stationed in China and have gained a certain reputation and the overseas experience of consumers is becoming more and more abundant, consumers are no longer satisfied with the sense of "gregarious" brought by the labels of well-known international brands, but are more deeply considering the connection between brands and their own values. By choosing different international brands, consumers can satisfy and express their demands and complete the exploration of "Id".

For consumers, buying is no longer a mere exchange of goods and money, but an attitude expression of brand stories and values.

This is evident from the respondents' attitude towards environmental protection of products.

According to McKinsey's 2017 Chinese consumer survey, about 45% of respondents chose "very willing" or "willing" in "whether they are willing to take on the extra cost of environment-friendly products".

Process experience trend three

With the development of experiential consumption, more and more consumers are willing to pay a premium for better shopping experience and entertainment services.

At present, the shopping plaza with lifestyle integration is in the limelight.

For example, Shanghai's great joy City, which is famous for its Ferris wheel, has launched afternoon tea packages, lovers souvenirs, photo shoots and other services to promote cross selling. The city has become the city's shopping destination, with the highest daily traffic volume of more than 4000 people.

There are more than 40 different types of shops in the cultural street of Joy City, which are divided into different lifestyles, such as DIY workshops, snack foods and bars.

And locate the "art shopping center" K11, following Hongkong and

Then, in November 2017, he opened a branch store in Wuhan to make efforts in Central China.

In addition to the "cloud, lake, waterfall" technology interactive device, the front and rear square, the theme atrium, the small theater and the Roof garden, K11 also set up the COFFEE MUSEUM Coffee Museum, Herb Museum herb health area, ZONA FRESCA fresh food set experience area, and strive to realize the lifestyle oriented shopping experience.

Brands also respond positively to this trend.

LOUIS VUITTON displays cultural and artistic space exhibition in Paris, Tokyo, Taipei, Venice, Hongkong and Singapore. Espace provides free exhibition space for galleries and art, and realizes the pformation from selling products to meeting the emotional needs of consumers.

From the point of view of information acquisition, from the past one-way brand push to the top down, the consumption guided by household registration tablet (see Figure 3).

With the development of technology, there are more and more contacts between consumers and brands.

This is particularly evident in Chinese consumers.

According to McKinsey's 2017 luxury survey, Chinese consumers experience an average of 15 information contact points on a single decision trip, including 7 offline contacts and 8 online contacts, the most consumers in all countries.

According to McKinsey 2017 international brand consumer survey, in the latest consumption, 59% of the information contacts came from brand orientation, including store experience, brand advertising and celebrity endorsement. The other 41% of the information contacts came from user LED information channels, including the introduction of his presentation, family and friends recommendation, user evaluation, Internet promotion and network information platform.

Decision making impulsivity trend five

Nowadays, consumers are thinking less and less before buying.

According to McKinsey's 2017 luxury survey, more than 50% of the purchase decisions for luxury handbags were made within a day.

Compared with 25% in 2010, the decision time was greatly shortened. This trend is reflected in clothing and watches category.

At the same time, the number of brands that consumers take into account has increased.

According to the 2017 international brand consumer survey, about 1/4 of consumers said they consider more brands now than a year ago (consider reducing the number of brands only 6%).

The globalization and digitalization of information enable consumers to acquire more luxury knowledge and become more confident in making impromptu purchase decisions.

From the perspective of category and customer group, the number of brands considered after "90" is the shortest and the time is the shortest, while the "post-80" brand is the most, and the "70 after" consideration is the longest.

In comparison with luxury, consumers generally consider more brands when they buy light luxury goods, but consider less time.

Although most purchases are still online, consumer decision making has been fully channelized and has strong interest in buying international brands online.

For the final purchase behavior, international brand online consumption experienced an annual growth of 27%, and online penetration increased from 3% in 2012 to 9% in 2016.

According to McKinsey 2017 international brand consumer survey, only 16% of consumers completed the whole process of understanding, inspection and purchase online, while 84% of consumers were affected by online on the whole shopping process, although only 9% of them paid online (see Figure 4).

In addition, international brand consumer survey shows that 60% of consumers said they would like to try to buy international brands online, though there still exist pain points of product authenticity and shopping experience (see Figure 5).

We have reason to believe that the future international brand consumption is a fully channel driven consumption mode, and online will also become an increasingly important terminal shopping channel. We initially predict that it will reach 25% by 2025.

With the popularity of online channels, many consumers try to buy them online after ordering them in physical stores.

In order to avoid being a "cargo watching platform", branding and operators should enhance their purchasing intention from three aspects.

First, ensure that the price is competitive compared with the online platform; second, ensure that the integral or membership system that has enough attraction is able to compete with the online discount and rebate; third, provide door-to-door service and provide the same convenient experience as online.

Looking at the trend of retail development, the iteration of digital channels has evolved from "full channel" to "subverting the whole channel" (see chart 6), which means that online influence can no longer be replaced, and enterprises must embrace the Internet in all directions.

In a word, with the globalization and socialization of information, and the breakthroughs in online and offline technology,

Consumers are more mature, more aware of their own values and brand connotation, multi touch, heavy experience, and instant buying according to their personal preferences.

The new look of consumers has also brought new inspiration and challenges to the industry.