China's Clothing Market Is Favored By Most Overseas Brands.

As the cost of labor, rentals, raw materials and other materials continues to rise, the price advantage of Chinese clothing is negligible. The market price of second tier brand products in China is even flat with the price of overseas two or three line brands, which is why CHIC has attracted a large number of overseas exhibitors.

Reporters interviewed many exhibitors from overseas. When asked about the reasons for the arrival of CHIC, they got the same answer without exception: "the Chinese market has great development." From far away to CHIC2012, for the first time, I want to explore the wind and come back to expand.

Profitable market in China

German underwear brand with a history of over 100 years Naturana The head of Peter Hack admitted that the first time that the brand came to CHIC did not have a clear idea. The brand plans to enter the Chinese market, but in addition to the different sizes, Naturana also wants to know the difference between Chinese women's aesthetics of underwear and hope that they can better understand the needs of Chinese market by listening to the views and feedback of Chinese agents and consumers on specific products. Bianca Topper, head of the German Pavilion, also said that China has huge market potential. She believes that the German government for the first time this year to sponsor German exhibitors to participate in the CHIC, illustrates the strong interest of Germany in the Chinese market, and believes that more German brands will enter China in the future.

Many overseas exhibitors who took part in CHIC generally said they were "still reluctant to part". In the booth of the French Pavilion, reporters found the Glen Prince from Scotland, and its brand manager Mark expressed regret for the fact that the British did not organize exhibitions. However, the effect of solo exhibitions was quite good over the years. Again, he hopes to broaden the sales channels and attract more agents and franchisees. For the overseas exhibitors who are "unfamiliar with life", a large number of professional viewers in CHIC have provided an opportunity for trade and trade. The upward trend of the general audience's admission also brought real terminal feedback to overseas exhibitors. Nobert Lock, general manager of Marc Cain, who has also been exhibiting for many years, bluntly pointed out that the advantage of the Chinese market is that there are more people. In China, the target base of Marc Cain is larger than that of Europe. At present, Marc Cain has opened stores in more than 10 cities in China. This year, through the platform of CHIC, we hope to increase the number of stores and flagship stores in every city.

Apart from the obvious base strength of consumer groups, Chinese consumers' preference for overseas brands is also one of the promising factors for overseas exhibitors. China's consumption force has gradually shifted to the post 70 and post-80s generation. This consumer group has a high degree of acceptance of foreign goods and has a high degree of tolerance and preference for international brands from abroad. Overseas exhibitors have said that in addition to the international fashion design, the long history behind the brand is also the focus of attention of Chinese consumers. The fashion industry in Europe has a long history. The fashion story and cultural background behind these brands are the humanistic spirit pursued by the growing Chinese consumers. The scale of China's fashion industry will also provide a more dynamic development environment for overseas brands.

No high street, high end.

The classification of exhibitors in overseas exhibition groups can be summarized as follows: the leather of Italy Pavilion, the accessories of the French Pavilion, the dress of the German Pavilion, the youth dress of the Korean Pavilion, the casual wear of the Hongkong Pavilion, and the ENK Pavilion of the United States can not be visited because it does not receive the media.

ZARA, Uniqlo High Street brand has been selling like hot cakes in China, but there are few fast fashion brands in overseas pavilions, even the brands of public price are quite rare. Topper clearly stated that the German brands exhibited in this exhibition are quite different from those of the ZARA brand. German brands also have the "fast" capability in product design and production. However, the German brand also has the high quality and product wide coverage of the fast fashion. For example, Rena Lange, the first time to participate in the exhibition and hopes to actively enter the Chinese market, said that the brand took the high-end women's clothing route, and the product line covered casual wear, professional wear and even evening dress, and the target consumers were middle-aged women with strong consumption power.

The French Pavilion attracted many female audiences because of its many brands. According to Olivier Saland, general manager of Fried, the first exhibitor, "entering China" has become a trend. Although we do not know much about the Chinese market, Fried will join the mainstream in any case. The target consumer group of Fried is concentrated in 40~50 years old women. However, in China, the mainstream consumers who buy jewelry are concentrated in 20~40 years old, and in terms of Fried price, the affordable women are mainly concentrated in the age of 28~40, in other words, Chinese consumers who are willing and able to afford Fried accessories are less than the brands themselves.

In the past, the relatively high price of overseas brands has regained competitive advantage in the upsurge of domestic clothing prices. Overseas brands that inherit a long history of Humanities and fashion stories, with their original international design and well known quality, benefiting from the new consumer mindset and habits of Chinese consumers, will be able to enrich the Chinese fashion industry and apparel industry in the huge Chinese market. However, a considerable number of overseas businessmen have targeted the market but lack an objective and comprehensive understanding. The Chinese market is open and friendly, but the digestion ability of high-end brands is not endless. How to make high-end, high priced brands and purchasing power strong? consumption structure Complex Chinese clothing consumer market perfect docking, brand hosting, joining, agency and other channels of local conditions will become the key.