Two Dimensional Animation, Cartoon And Other Cartoon Images Are Combined With Fashion Clothing

When it comes to the second dimension, people will think of cartoon images such as cartoon and cartoon. But do you know that with the extension of animation IP industry chain, secondary clothing consumption has also entered daily life, and the scale of this industry is expected to reach 15.957 billion yuan this year.

During the summer vacation, students also took off their school uniforms and chose clothes according to their own ideas and personalities. In recent years, with the increasing tolerance of the public to the clothing style, such as Hanfu, Lolita skirt, JK uniform skirt and other secondary clothing has attracted the attention of many young people. In China, a complete marketing chain has been formed from painting hand design to online pre-sale, and many consumers have evolved from buying clothes to collecting clothes. However, experts warn that we should guard against excessive consumption under fancy marketing.

Domestic JK uniform becomes a new shopping trend for young women

Summer vacation comes, in the clothing circle of the second dimension, light, thin, cool JK uniform skirt has formed a trend among young girls.

The original meaning of JK uniform refers to the uniform of Japanese female high school students. After its concept came into China, the mix and match of "JK uniform skirt + daily dress" has been loved by more and more young girls. This summer vacation, with the popularity of JK uniform, many online businesses have joined the sales team. The reporter learned through little red book search that there are more than 140 well-known JK uniform stores.

On July 17, at 19:00 p.m. and 20:00 p.m., two skirts from a popular store were pre-sale. The reporter noted that the shop owner implements the "limited time and unlimited" mode, and the pre-sale time is only 1 minute. One of them finally showed a sales volume of "65000 +" and the other showed a sales volume of "85000 +" pieces.

This year's "new" uniform has just entered the JK circle. She told upstream news reporters: "usually, wechat groups pay attention to which stores have new ones. With such a unique purple plaid skirt, my friends and I must" rush. " At 7:05 that night, Yang Min excitedly told the reporter that he had snatched the favorite skirt. She said that the store also had a "sales legend" in April this year, "XX stores (shop name) sold 30W skirts for another hour on April 18." JK uniform sales hot, can be seen.

When asked why she likes JK uniform skirt so much, Zhang Lujie, who has been in the pit for four years, told reporters: "I used to love to buy sailor's clothes. JK uniform has been too popular for nearly two years. In addition, some skirts are very good-looking, so it's a little follow suit."

The popularity of JK uniform has even made hot stores have exclusive communities in major mainstream social software. By searching for "JK uniform" or specific business name in microblog, shaking tone and little red book, the reporter can see a variety of new product announcement information, display photos, style recommendation and so on. At the same time, the reporter also found that some social media users "hang" out of "Shanzhai shops" on the network platform. These shops did not buy the copyright of design drawings and sold "Shanzhai products" at a lower price. Often "Shanzhai shop" or wearing "fake JK uniform" will attract JK uniform fans to attack. "It's shameful to buy fake JK uniform in the circle. If you want to buy it, you have to buy a genuine one." Zhang Lujie said.

Limited + pre-sale mode to stimulate customers' purchasing power

Nowadays, the sales of secondary clothing are mainly concentrated in the Internet sales platform. Facing such a large group of buyers, how do the businesses sell? Through the interview, the reporter found that the major businesses mainly sell through the way of "pre-sale + limited amount".

The reporter searched xiaohongshu app for keywords such as "Lolita skirt" and "JK uniform", and found that more than 60% of the recommended styles were marked as "pre-sale" or "as of XX day", and less than 40% were on sale. In the form of a deposit of about 50-100 yuan, the deposit is about one part of the whole deposit. According to the number of goods sold in advance, there is a risk aversion to the number of goods sold in advance. Sometimes the merchant just released a sample picture, and before making the sample skirt, they began to collect deposit and pre-sale

In fact, this kind of marketing method also makes the girls in the "circle" very disgusted. "Pre sale means waiting a long time. I used to have a JK uniform skirt from June to October, and in October I could only shiver and wear it for a walk," Zhang said

Consumers call this kind of skirt "air skirt", which means waiting too long after placing an order, just like buying a skirt made of air.

"This way will also stimulate consumers to have a great desire to buy when the new product is released." Yang Min told reporters that some people in the circle have a hobby of collecting, and they want to have all kinds of colors for beautiful small skirts. "When you buy them, just like collecting stamps, you want all the colors. The more you buy them, the more you buy them."

Yang Min also said that because the pre-sale deposit is usually only tens or even more than ten yuan, it is easy to feel that he can continue to buy because he can not receive the real object for a long time after paying the deposit. At the same time, some consumers are willing to pay several times more than the original price to buy in the second-hand market because the limited quantity does not buy the desired style.

The scale of the secondary clothing market is expected to exceed 16.9 billion yuan this year

In fact, the secondary clothing is a product created and produced by animation IP and JK uniform culture, Hanfu culture, Lolita culture and so on, which belongs to the pan quadratic field. Its main consumers are secondary consumers, and their willingness to buy secondary clothing is increasing year by year.

95% of the consumers have become the main consumer after the secondary media. According to the clothing consumption data of tmall Cosplay from 2018 to 2019, the consumption amount contributed by the post-95 generation accounts for more than 50%.

At the same time, relevant data show that the number of secondary consumption users is growing, from 250 million in 2017 to 334 million in 2019, with a growth rate of more than 12%, and it is expected to reach 378 million in 2020.

At present, with the increase of the number of users, consumption intention and the price of customers, the scale of the secondary clothing market is expanding.

According to the data of it orange, the overall market size of Hanfu, JK uniform and Lolita service will reach 13.52 billion yuan in 2019 and 16.957 billion yuan in 2020, and the market growth rate will exceed 20%.

Experts: guard against excessive consumption under fancy marketing

The rapid development of clothing market has been criticized. Peng Yanjun, associate professor of marketing department of Beijing business and Technology University, told upstream news reporters that many enthusiasts rush to buy JK uniform skirts and other secondary clothing, and even over consume. The reason is that "first of all, businesses set standards to be proud of buying authentic copies, which causes consumers' psychological expectation. In addition, young people's purchase behavior is greatly affected by social factors, so we can refer to the star chasing consumption. "

As mentioned in the above interview, businesses use a variety of marketing methods to entice consumers to constantly invest more money to buy.

Peng Yanjun said that consumers' pursuit of genuine clothing itself can show that people's awareness of copyright is on the rise, but for consumers, especially young people, it is easy to have the psychology of keeping up with the times, so we should pay attention to the objective and rational consumption.

"Whether it's the JK uniform circle, the Hanfu circle, or the Lolita service circle, we should guide consumers to buy genuine copies and guide consumers to determine the purchase quantity according to their purchasing power." Peng Yanjun said.