Under The Outbreak Of The Crisis, Chinese Fashion Forces Are Absent From The International Fashion Week.

This is another failure of Chinese brands, artists, KOL and public relations teams to travel to the US after the Sino US trade war in 2019. In addition, it is worth noting that in the early February of the year, the four major fashion week of the month will start from the first. New York Fashion Week Open the curtain. It is not hard to speculate that the "four Fashion Week" that sparkling in the past year will also decrease with the further spread of the epidemic.

As one of the largest proportion of luxury goods sales in the world, the Chinese market has a pivotal position in the whole industry.

According to McKinsey China luxury 2019 annual report, in 2018, Chinese luxury goods consumption at home and abroad reached 770 billion yuan, accounting for 1/3 of the total global luxury consumption, and the average household consumption expenditure for luxury goods was nearly 80 thousand yuan for luxury goods. By 2025, the total consumption of luxury goods is expected to increase to 1 trillion and 200 billion yuan, accounting for 65% of the total global luxury consumption.

When large-scale epidemic becomes a problem that all industries can not get around, how to deal with reducing losses has become the focus of attention nowadays.

Many brands have recently announced the cancellation of major events to be held in China in the first half of this year. In the face of this situation, Xiaolan, a senior fashion blogger in China, said it would guide the bloggers who sign their contracts to publish more online content and make corresponding adjustments according to the epidemic situation, so as to increase the recommended proportion of living household products appropriately.

"In addition to a blogger attending the 12 fashion week in London, other bloggers will not take part in the 2020 autumn winter fashion week of February this year. The epidemic has caused a lot of damage to the entire fashion industry, but like the electricity supplier and WeChat content, we have seen a wave of new growth, which is also my area of concern. "

There is no exception to disaster. When the virus raged in China, the "four Fashion Week" became an important event that the fashion industry was first affected.

How can a brand show without stars and bloggers achieve a certain scale of publicity? Will the luxury market usher in the bonus period of "retaliatory consumption" after the outbreak? At present, no one can give an answer.