The financial crisis has changed not just the global economic order, its influence on people's life concepts, and lifestyle changes, but also their subtle and revolutionary subversion. In the Chinese fashion industry, a battle over the market between luxury brands and mass brands is fiercely intensified. As ordinary consumers of mortal beings, walk between luxury and cheap, you will be happy to choose who? Luxury industry shrunk Luxury industry is almost a lucrative industry, the impact of the current global financial crisis, inevitably be hit, the world's luxury goods consumption is a rapid decline. Analysts at JPMorgan Chase believe the global luxury goods industry will see sales of at least 4% lower in 2009. Internationally renowned brand Chanel has recently encountered more serious economic events and plans to lay off 200 workers, equivalent to a 10% reduction in production. The head of Vogue Japan, Saito Kazuhiro, pointed out that, in fact, the global luxury market was already saturated four or five years ago. After the collapse of Lehman Brothers, the sales of luxury goods showed a significant decline. Versace plight in Italy even more than in Japan, and Japan's luxury market has long lost its aura. Although China's economy continues to develop, many luxury brands choose to bypass China and choose to go abroad, but its sales are also not optimistic. British luxury brand "BURBERRY" went so far as the sale will be to enhance the performance of the form, the lowest discount hit 1.5 fold. The rapidly growing popularity of civilian brands The economic crisis has forced consumers to turn to more affordable products. Credit Suisse Group analysts believe that the first half of this year's luxury goods sales will drop 10% over the same period last year. At this point, cheap yet stylish fast fashion brand to fill this gap at the right time. Outstanding representatives include ZARA, the largest apparel brand in Spain, and H & M, a Swedish brand, and Uniqlo, Japan's fast-fashion retailer, and Muji. The so-called "fast fashion brand" originated in Europe and the United States, with low prices, stylish design, excellent management information systems and logistics systems in the global market siege. These brands, like luxury big names, like brand image, although the price is relatively low, but attaches great importance to packaging, their flagship store will usually be selected luxury brands in the high-end shopping district, and the top brands next door. "Time" commentary, this sales strategy makes the fast fashion brand the biggest winner in the economic crisis. In China, this "fast fashion" is beginning to evolve in a brand new fashion and be copied quickly. Such as CROBI in Guangdong, San Fu in Fujian, E in Zhejiang and Susie in Shanghai, whose path is a completely different path from that of traditional commercial or design brands and that "short, flat and fast" The operation, to meet the second and third tier markets, low-end fashion needs, which is their core strengths and existence. Cheap fashion has become the new favorite Today's consumers in China tend to be more rational clothing consumption, no longer as blind and sought after in the past, in comparison, is showing a personalized needs, more people began to focus on the ability to reflect the charm of their own And style of clothing. Especially in the younger Cenozoic, they are more adept at accepting new things. They are self-reliant and willing to make bold attempts. Survey statistics, only 3% -8% of consumers said they can consume more expensive clothing, while the vast majority of consumers tend to choose inexpensive, medium and low-end clothing. Based on this, low prices and fashion has become the new trend of apparel development. To CROBI, for example, we can only see from the brand positioning of the vastness of its market space. CROBI brand from France, Guangzhou Sejong Clothing Co., Ltd. agent for the operation of the Chinese market. In terms of brand building, the company insisted on the line of "opening up and walking high", that is, the French brand, Hong Kong planning, Japanese design, and the pursuit of internationalized operation mode. However, in the market positioning, it avoided the first- and second-tier market with intense competition and directly cut into the vast Third-line market. After such careful planning, the brand will have a new note, both to retain the fashion sense of big names, but also have a low price of civilian brands. Cost-effective, CROBI lower than the average fashion ladies, women are more than the average low-cost fashion, which will truly be the combination of fashion and low-cost, become the forerunner of low-cost fashion women's brand. CROBI although not long into the domestic market, but has won in some areas, franchisees and consumers of all ages and praise. Although luxury brands have flooded into China, the core markets for their competition are limited to just a handful of metro cities. In the vast second and third tier markets, low-cost fashion is becoming the new darling of consumer spending.
May 23, 2018