Looking At The Chinese Fashion Industry From The Changes Of Japanese Fashion Industry

When it comes to fashion, perhaps most of the fashion giants that we can think of come from Europe, and even the economically powerful us can not. However, the most striking fashion phenomenon in the whole 80s of last century is that Japanese fashion has entered the mainstream of the world.

This behind the Japanese fashion companies began to generally import "pull mode" has a great relationship, prompting enterprises to get through the customer "demand chain" and "supply chain", contributed to the entire Japanese fashion industry management level to a higher level.

Nowadays, the fashion industry in China is also facing the increasingly diverse and individualized demand of customers. However, the traditional clothing enterprises are still running the business with the high profit rate and high gross profit margin "high risk and high return" profit model.

Today we take the changes in the Japanese fashion industry as the research object, and think about the future development of China's fashion industry.

After the war ended in 1945, Japanese families and individuals spent more on food than clothes.

Therefore, clothing at that time was not called fashion, but clothes were the most basic functions.

After entering the 50s, especially after the outbreak of the Korean War, the demand for special materials in war promoted the rapid development of Japanese economy.

With the continuous improvement of people's income level, the consumption of Japanese citizens has begun to invest in housing, clothing and other needs besides eating.

In 60s, Japan's economic development accelerated and people's living standards improved. People began to pay attention to "clothes" and gradually shifted their consumption to dress, and the fashion market continued to expand.

At the same time, the fashion industry has undergone structural changes. Some enterprises have been expanding their scale by raising prices.

Does this remind you of the "golden 10 years" of the Chinese fashion industry? 2000-2010 years? At that time, how many brands in the country relied on the rapid expansion of the market and expanded the scale of the business by continuously raising product prices.

Entering the 70s, the needs of Japanese citizens are becoming more diversified and individualized.

The emotional fashion brand was born, emphasizing the right personality.

A lot of designer brands such as "Lssey Miyake" appeared at that time, which also indicated that the Japanese fashion industry entered the era of individuation.

By 80s, Japan had entered the era of high sensibility.

What is high sensibility? We use an equation to express: high perception = different scenes, corresponding psychological feelings, high sensibility determines the customers to choose different clothes.

Therefore, the higher the degree of scene segmentation, the higher the degree of sensibility.

For example: now you may have done business dress, casual wear, travel clothes, with a certain degree of sensibility.

But in the stage of high sensibility, business is divided into ordinary work scenes, presiding speech scenes, banquet scenes, etc. the banquet is divided into the scene of wedding ceremony, the scene of celebration meeting and the reception of foreign guests.

Many fashion brands in China have entered the perceptual brand stage, and are gradually evolving to the highly emotional brand, especially the brand of China Suzhou and Da Shu Zhuang.

But after the end of 80s, with the bursting of the Japanese economic bubble, the whole market began to slide, and the sales of goods with high prices declined.

At this point, the Japanese discovered the need to import the pull format system, hoping to create new values for different levels of customers, so as to identify their brand positioning.

In the social structure of rapid economic development, there is a rich layer and a middle and low income layer.

The sensual demand of the rich layer is constantly improving (the pursuit of individuation and diversification), and the consumption price is rising. The middle and low income layer also has certain demand for the personalization of the clothing, but the consumption price is low, which leads to the two development directions of the clothing industry.

In order to cope with the changes of the external environment, the Japanese fashion industry began to introduce a new format strategy, the pull format strategy.

By opening up the "customer demand chain" and "supply chain", enterprises can quickly respond to customer needs, so as to maximize sales and minimize inventory.

And the import of pull format is not only aimed at goods with high price and high sensibility.

After the burst of Japan's bubble economy, the Japanese consumption concept has changed. The products of low price belt have begun to sell well. Many low price belt products have also introduced the pull format strategy. UNIQLO is a very typical example.

For the current situation of Japanese fashion industry, the stage of rapid economic growth has ended, which is bound to be accompanied by changes in consumer awareness.

China is now on the contrary, the economy is developing rapidly, but people's consciousness is changing rapidly.

The fundamental change of Japanese customer consciousness is that it can be sold as long as it is of good quality and brand power, but now customers should not only have good quality but also low price, and must like to buy it.

Consumers' perception of fashion and expectations are changing.

China is also experiencing such a rapid change, so for fashion companies, importing the pull format strategy is an inevitable trend.

The market has left little time for enterprises to pform themselves, and the so-called "change is to seek death, but not to die".