Who Can Get The Heart Of Generation Z

China consumer daily reported that Japanese women's wear, Earth Music & ecology, which was once regarded as the representative of Mori's style, withdrew from the Chinese market on June 30.

According to the announcement of Earth Music tmall's flagship store, the store has been officially closed on June 21, 2020, and the Earth Music & Ecology brand will withdraw from the Chinese market on June 30, 2020. At present, tmall's flagship music store can't be operated automatically until July 22.

In 2018, the sales volume of all kinds of clothing bosier has been established for more than two years, and bosier has been exploring the new style of clothing for no more than 100 million yuan. More than 20% of them are the latter, and the latter are the latter 70%. In 2019, the annual sales volume will exceed 140 million yuan, and the year-on-year growth rate will still be 1.5-2 times.

Once popular fashion brands frequently closed stores, but the new generation of brands is growing rapidly. It can be seen that the purchase demand of young consumers has always been there, and the most important thing is how to understand their hearts.

Generation Z has become the main consumption force of national trend

Japanese writers put forward the idea of "cutting down on the concept of life" and "cutting off the concept of life as much as possible". This subtraction is exactly what we need now, which is always instinctively and reflexively irrepressible to buy and hoard.

To put it simply, to give up is the "metabolism of life". To lock the quantity of daily necessities to an appropriate level, and at the same time, to replace these daily necessities at an appropriate time point is the ideal state of life and the original natural state of life.

"Double 11 promote online shopping of three clothes, so far even the tag has not been picked, feel that the style is not very suitable for themselves." Li Miao, who works in an Internet company, is believed to have had this experience. After impulsive consumption, he found that buying goods was not what he needed.

Some netizens asked Zhihu, "how to deal with the clothes left useless and abandoned?"

For fast fashion brands, it is generally acknowledged that the price is low and the design is fashionable. Many consumers usually hold the idea of changing clothes in a season, and they do not require high quality products.

After 1995, Li Boyuan said that the quality of some fast fashion brand clothes is not so good, and they need to be replaced frequently. Generally speaking, the commodity price is not cheap, and it will cause some unnecessary waste. "Now I prefer to buy clothes with design and high cost performance."

"The most embarrassing thing is to bump into someone's shirt when you go out, and that person looks better than you." Zhao Yuqi, who is studying in graduate school, said that people will buy some clothes with design sense of fast fashion brands. Because they are still in school, lighter and extravagant clothes can't be fully tolerated. They usually buy basic clothes or designer styles with high cost performance.

Simple and high cost-effective clothing is an opportunity for young consumers.

In particular, the "three big trends of consumer in China" released by "Ali Institute" show more trends in consumer development in China and big cities in 2020. Young women in big cities have more explicit cultural consumption needs, and they are the main consumers of national tide cultural commodities. Among them, more than 90% of the consumers who buy new and cutting-edge domestic brands are female consumers, more than half of them are post-95 consumers, and 60% of them come from third tier and above cities.

In many people's eyes, generation Z (generally refers to the post-95), only stay in some superficial impression and label. However, words such as treason and dualism are not enough to describe them. As the aborigines who grew up in the digital age, generation Z has a unique concept and attitude towards Internet, social networking and entertainment. Whether from the content interest, daily consumption, or social interaction, they all present new characteristics.

The rapid rise of Z generation will become the backbone of the future market. If you want to capture generation Z, you must understand its interests, hobbies and behaviors. So what do the young people of generation Z really like?

On the other hand, it also shows love for Chinese culture. For example, the consumer of Hanfu is generation Z, which contains the young generation's recognition of traditional culture.

Original design favored by the original

Esprit, the "king of fashion", closed its stores on May 31 this year. Since February this year, ES prit's stores in China and its official website have cleared their inventory through sales with a discount of 10%. In early April, the flagship store of the brand posted an activity announcement of 20% discount for 3 pieces of all products.

For the Post-70s and 80s, Esprit used to be a fashionable brand that could only be afforded by a certain amount of economic ability, and firmly occupied the memory of a generation about fashion.

From the year of 2018, we have successively withdrawn from the Chinese market. Under the impact of the epidemic, more fashion brands are cold. Since 2020, the share price of American clothing giant gap has dropped as much as 60%, and its market value has evaporated by 4 billion US dollars.

But under the epidemic situation, there are also some brands showing vitality. Bosie gender, founded by a group of post-90s, is mainly aimed at post-95 and Post-00 consumers. Bosie's goal at the beginning was to be an original clothing brand with enough scale and commercialization, but keeping the design power.

According to China consumer daily in tmall's flagship store, bosie clothing is the same for men and women, among which joint brands such as little prince and xiamu friend's account are more popular. According to reports, one of the shirts co branded with the little prince will sell more than 7 million yuan in 10 minutes during tmall double 11 in 2019.

Bosie gender is a new brand founded by a group of post-90s.

"We are in a very good environment at the right time. Whether it is data insight, logistics or finance, the e-commerce platform provides us with a good infrastructure. " Liu Guangyao, founder of bosie agender, told China consumer daily that bosie's rapid growth is due to the fact that the brand has been incubating design teams of different styles, and has continued to launch bluebosie, black bosie, greybosie and other series. Each series has its own design style, so as to meet the continuous changing needs of Millennials.

Oversize is easy to wear on the street without losing the style. Bria's daily wear is more neutral. When she buys T-shirts and sanitary clothes, she will buy them a size larger. They are not only comfortable to wear, but also can create street style. You can create a sweet and salty style with casual collocation.

Once girls wore men's clothes, they were called "men's women", but now asexual items have become fashion pioneers.

Brand increase digital transformation

How are more and more new and cutting-edge brands born? It depends on digitalization and innovation. In the Internet age, those who get digital will get the first chance. As long as new brands grasp the opportunity, they can also overtake and shuffle the market pattern.

In February this year, peacebird made its debut in New York Fashion week for the second time. Peasebird men invited new artists trouble Andrew and Reily to recreate the classic Sesame Street comics, and released the joint brand series of national trend action × dapingniao men's wear × Sesame Street, expressing the fashion attitude of Chinese New youth who are independent and strong, confident and vigorous.

It is understood that more than 87 million people have read about the event on social networks, and the sales volume has exceeded 15 million yuan.

At the same time, by taking advantage of the international fashion week, the cross-border series are skillfully used to strengthen the diversified and rich image of the brand, and a set of customized "international language" of the fashion week are used to convey China's fashion ideas in the new era and expand the overseas consumer market. In April 2020, taipingniao released its financial report, pointing out that "focusing on fashion and voicing Chinese design" was one of the highlights of the whole year. The company's annual revenue was 7.928 billion yuan, up 2.80% year-on-year.

According to the analysis of Ali Research Institute, the key to the success of new and sharp brands lies in the accurate outbreak of concentrated advantageous resources. We should abandon complex physical channels and actively embrace e-commerce channels; grasp the ever-changing consumer demand, aim at market segments, implement matching product innovation and combination, and quickly iterate; make full use of diversified digital platform marketing resources and target customers for customized brand communication. "Focusing on the changes of consumer lifestyle and industry development trend after the epidemic, strengthening digital transformation, omni-channel layout, training digital talents, improving the agility of supply chain and organizational response ability are the internal skills that enterprises need to cultivate for a long time to cope with the uncertain future."

"Products for generation Z must take environmental protection as a long-term communication concept and have a certain sense of design. This year, we will try to open more channels for live marketing of fashion brands. " Zhang Peiying, honorary consultant and fashion expert of luxury China Alliance, said in an interview with China consumer daily that the current consumption preferences have changed greatly, and the established consumption habits will soon be overturned. Through big data empowerment, understanding consumer preferences can better promote market development.