How should China's native clothing break through?

好 The goodwill of Chinese consumers on local brands has risen from 22% two years ago to 46%. How do local brands change their image in the minds of consumers? One is through offline stores, the other is leveraging social media. ‍‍‍

According to reports, after experiencing strong foreign brands' entry in 2005, the rise of shopping centers in 2008, and the impact of e-commerce, local Chinese clothing brands such as Ladies House, Giordano, Septwolves, and Peake, which once occupied department stores and street stores, are fading out. Chinese consumers' vision. ‍‍

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On August 1st, a consulting firm, Occidental Enterprise Management Consultancy (OC&C, hereinafter referred to as “European Analysis Consultation”) issued a report stating that in the past few decades, the Chinese apparel market has experienced double-digit growth and has surpassed the United States as a world The largest clothing market, the current market value of nearly 300 billion US dollars. However, in the top 60 clothing brands in China, the market share of local brands has fallen from 64% in 2011 to 59% in 2016.

However, at the same time, the report also shows that the level of goodwill of Chinese consumers on local brands has risen from 22% two years ago to 46%. The reason is the rise of a new generation of Chinese local clothing brands, which has improved Chinese consumers' preference for local brands. ‍‍‍‍

‍‍ “Compared with foreign brands, the awareness of Chinese brands is relatively low. This has to do with brand marketing, channels, and product design. When foreign brands enter China, there are already many shopping centers in China, and they can directly enter. Many local brands are initially opened in department stores, and the response will be slower,” said Wang Xi, an associate partner of Euzai Consulting, in an interview with the interface news. ‍‍

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本土 The local clothing brand La Chapelle, established in 1998, is one of the better-developed local brands in recent years. The number of stores opened in the domestic market was approximately 2,000 in 2011, and it expanded to more than 7,000 in 2014. By the end of 2016, the number of stores in the group had reached 8907. Unlike other local brands, La Chapelle chose to open the store to a shopping mall, and expanded the area of ​​the store and changed the display of merchandise. This is the store opening strategy for fast fashion brands such as ZARA and H&M. ‍‍

Lachabel's offline store

‍‍ Despite the rapid expansion, Lachabel is not as good as ZARA in terms of brand influence. At present, there are more than 70,000 fans on ZARA's official microblog, and Lachapelle has more than 30,000 fans. According to Wang Xie’s observation, one WeChat push from ZARA can often exceed 100,000, while Lachabel’s WeChat push reads are roughly around 6 thousand. ‍‍

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‍‍ "How do local brands change the image in the minds of consumers? First, through offline stores, and second, leveraging social media. As long as you have good changes, consumers are still willing to come." Said Wang Xi. In her view, another local brand MO&CO, which was established in 2004 and whose design style emphasizes “independence, modernity, and mashup”, did a good job in establishing brand image. ‍‍

‍‍ “MO&CO was initially popularized from social media, and affiliates and fashion bloggers all brought goods to it. In the digital age, information is easily disseminated, so brands with unique styles are more likely to become popular. Of course, the quality of the brand is also good, 1,000. A good quality dress can be bought at MO&CO, and for many people the price/performance ratio is also very high."

Artistic Fan Bingbing's Street Photo, Dark Green Top by MO&CO

‍‍ Similar brands include Jiangnan commoner who adheres to Chinese style design. At present, the brand has 750 stores in China, and the number of fans on its WeChat platform ranks first in domestic women's clothing for two consecutive years. In 2016, the number of active members of Jiangnan Puyi (active members were at least twice purchased within 180 days of the last 360 days) was over 230,000, and the total number of members who purchased more than RMB 5,000 reached 113,000, and their retail sales reached RMB 13.3. 100 million yuan. ‍‍

Zheng Minjie, general manager of Minjiang South Clothing Brands Co., Ltd. once said, “Adhering to one's own differences is a way of social marketing by Jiangnan Buyi to ensure that content quality and conversion may not be proportional, but if there is too much 'push' consumption in terms of content independence, The taste of the person will lose his attitude."

‍‍ In fact, behind the rise of brands such as MO&CO and Jiangnan Buyi, is the embodiment of personalized consumer demand in China. More than a decade ago, most of the clothing brands simply placed the goods in the store for consumers to choose from. Nowadays, the fierce competition in the consumer market and the awakening of consumer awareness make consumers no longer passive. They are more willing to actively visit brand stores that meet their needs. ‍‍

“You can't try to cover all the consumer groups for the brand,” Xin Wang said. “Brands should have their own style and characteristics, identify their own consumer groups, understand their needs and shopping habits, and drive stores to their regular locations. Places to go

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