“2021 China Fashion Industry Consumption Research Report-Rejuvenation of National Trend” released
“2021 China Fashion Industry Consumption Research Report – National Trend Revival” (hereinafter referred to as the “Report”), produced by the Fashion Industry Research Center of the Tsinghua (Qingdao) Institute of Arts and Science Innovation and the Fashion Group, and researched The data part is produced and provided by “Ipsos (China)”.
The report uses the new “Fashion Power Model (Trends Model)” of humanities and science as the research yardstick, relies on the fashion group’s 2021 brand cooperation big data and more than ten classic cases in the past two years, and combines more than a thousand documents covering all age groups Through consumer survey questionnaires in multiple cities and in-depth interviews with multiple brand executives, we have analyzed the history, current situation and development of China’s local fashion industry in multiple consumer fields such as clothing and apparel, beauty and cosmetics, lifestyle, automobiles, jewelry and watches. An extensive and in-depth discussion and analysis was conducted in the future, and the key factors for Chinese local fashion brands to win the modern fashion consumer market with personalized aesthetic expression and value proposition were discovered and highlighted.
The connotation and extension of “fashion” continue to evolve with the times, and the driving force for its industrial development is closely related to the four major forces of industry, technology, culture, and commerce. In recent years, the industrial structure has been upgraded, the industry’s talent reserves have increased, and the local fashion industry has truly merged into the fast lane. From the dominance of overseas brands to the flourishing of local brands, the rise of these four forces has brought huge changes to the consumption structure of the domestic market, promoted the rise of a trillion-scale industry, and witnessed the changes of the times since the reform and opening up.
This report clarifies the six criteria of the fashion power model: Technology & Innovation, Recognition, Excellence, Nature, Design and Inherit the classic (Spirit).
Through the methodology of the fashion power model, the report refines the key to success for Chinese brands in the fashion field. It is hoped that through sorting out multi-dimensional elements, it can provide more accurate business practices for local fashion practitioners and guide the direction for domestic brands that are bound to sail far away.
Clothing and fashion, beauty and cosmetics, cultural tourism, home decoration, automobile travel, jewelry and watches, this report selects six major areas closely related to consumer life for research. From a professional perspective, combined with the analysis and demonstration of classic cases, starting from the overall current situation and individual case responses of the domestic fashion industry during the epidemic, the opportunities and challenges faced by domestic brands were analyzed in detail.
The report focuses on the consumption attributes of the new era, and provides consumption suggestions in the post-epidemic era through the demonstration of the fashion power model and the analysis of six vertical consumption areas:
1. Pay attention to the expansion and improvement of business through data applications, extend the media platform while returning attention to high-quality media, focus on the creation of brand concepts and value propositions, and tell good brand stories;
2. Firmly connect with consumers’ emotions, enhance the ultimate pursuit of product quality, and catalyze the identity of the consumer groups in the Z era;
3. While adhering to classic traditions, continue to work hard on design innovation, integrate traditional national cultural genes and green environmental protection concepts to promote the national trend to step out with a new attitude National gate.
Anta, Huaxizi, Chow Tai Fook, Great Wall Motors… The report talks about some Chinese brands that have performed well in exploring Chinese culture, thinking about the Chinese market, and talking to Chinese consumers in recent years, hoping to get a glimpse of the leopard and contribute to the “rejuvenation of the national trend.” The phenomenon brings new interpretations from multiple perspectives. “National trend” is a phased marketing trend in which Chinese brands actively explore, desire independence and mature. The new generation of brands gradually develops, dominates the market, and finally has mature and self-consistent business philosophy and concepts. This is a gradual process and a systematic project.
“The renaissance of national trends” is closely linked to many factors such as the awakening of Chinese brands, the iterative innovation of technology, the growth and maturity of Generation Z, and the changes in consumption habits brought about by mobile Internet. Fashion Group, as China’s leading fashion media organization, we believe that there is no single word that can comprehensively summarize the innovative power of Chinese consumer brands, and Chinese brands should not be simply labeled. We record and analyze the performance and needs of brands at different stages of development and in different economic environments with a brand-new professional fashion perspective, playing the role that industry media should play in promoting the true internationalization of China’s fashion industry.
Fashion leads the future, and fashion power relies on the future. National brands in the new era are reviving, and the future of the new national trend has arrived. It is the responsibility and vision of our generation to bring Made in China, Chinese trends and Chinese culture to the world and influence the world.
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