Chinese Fashion Designers Are On The Rise And The Buyer Market Is Boiling Again.

If it weren't for looking at half of its designer clothes in front of her wardrobe, Wei Wei could hardly believe that she had become an advocate of Chinese design in such a short time. Her first contact with Chinese designer brand was in 2013.

At that time, under the recommendation of a good friend, she stroll the "brand beam" of the Chinese designer brand buyer shop in Shanghai, and immediately bought a designer coat fan of a seven thousand or eight thousand yuan coat.

A similar story happened in Shenzhen. Two or three years ago, Zhang Ke first visited a new Chinese designer brand buyer shop across the house. She stroll around, and she slowly bought 1/3 wardrobes "Chinese design".

For 85, it was easier and easier to accept Chinese designer brands.

As a buyer, Lin Shu told reporters at the interface that after 85, because the growing environment is full of consumer brands at home and abroad, they will start to pursue their uniqueness very early and naturally dare to try some new brands and products.

Therefore, compared to the consumer brand to the big brand and the designer brand progressive mode, the consumption pattern after 85 is more inclined to a variety of brand types.

In fact, there are many more immature faces in the consumers who buy the shop now.

"I've seen a lot of college students, even teenagers in their shops."

Zhang can recollect the scene of the moss in the past.

According to Lin Shu's observation at a Shang Gate store, the main consumer groups of Chinese designer brands composed after 75 and 85 are indeed expanding, and new members are getting younger.

In fact,

Moss shops are the first time that many consumers have access to Chinese designer brands.

With Chinese buyers, especially those who sell and monopolized Chinese designer brands.

In the past two years, blowout growth has been increasing, and more and more consumers have got the opportunity and platform to understand, understand and buy Chinese designer brand.

Wei Wei and Zhang Ke are already familiar customers of this kind of buying shop, and a small circle of Chinese designer brands has gradually gathered around them. Some of them are friends who always share similar tastes. On the other hand, they will often introduce friends who are not familiar with Chinese design to the Chinese designer brand store.

"Basically, once they liked it, they would start buying it," Zhang said.

As a supporter of Chinese designer brands with mature consumption habits, Wei Wei and Zhang Ke can extract some representative characteristics. First of all, they are women. This is related to the fact that Chinese designer brands are mainly women's clothing design, men's shoes and shoes design is relatively less. Secondly, they all have sufficient economic strength. Wei Wei, 37 years old, has accumulated wealth for many years, while Zhang, who is 27 years old, though young, has studied abroad and has good family conditions, and now he is employed in the financial industry and his income is not low.

"Consumers who buy designer brands generally have a certain economic strength, which is because designer brands generally fail to scale up mass production, so the cost is high and the price is generally not low." Liu Mengjie, director of communications and promotion of China Xintiandi enterprise, said in an interview with an interface reporter. "This means that generally speaking, customers who buy Chinese designer brands will not be too young, or they are rich in two generations."

Liu Mengjie's judgment is placed on Wei Wei and Zhang Ke's body. In fact, he can divide the main consumer groups of Chinese designer brands into two categories -- 75 and 85.

This is not only based on age and wealth accumulation, but also related to the difference in consumption concept between the two groups.

"I think the price of Chinese designer brand clothes is very high, they are very particular about fabric and workmanship, and they are cheaper than the big brands in the international market. They are more stable than tidal brands, and have more design and personality than the popular brands."

When talking about the reasons for choosing to buy Chinese designer brand, Wei Wei told the interface reporter.

After 75, Wei Wei became the main buyer of Chinese designer brand, which is largely a manifestation of China's consumption upgrading.

Xie Ying, an analyst at the China commercial real estate research center, said that since 2013, Chinese consumers began to pursue low-key and personalized products. Their interest points shifted from "popular" luxury brands to small and distinctive designer brands, which helped the various types of buyers including Chinese designer brand stores to develop rapidly in recent years.

From a personal point of view, I believe that many 75 of them have bought ONLY, Jack Jones and VeroModa from young people, and then have grown up to buy LV, Prada and Burberry.

"My customers are generally financially independent women. They have the experience of buying big cards, and because they have bought them, they no longer satisfy that experience, they want to buy more interesting and more story design."

Designer Zhang Na told the interface reporter.

"But for many young people today, because they do not have a hard time, they will not feel happy about having a Prada or LV.

This also determines that they are more self selecting when they choose things, and will not even consider them from the perspective of brands.

Wang Xiaodong, senior vice president and chief creative officer of Huambo Xuan Wei public relations company, said in an interview with interface news.

Zhang Ke is talking about shopping.

The reasons for brand clothing agree with Wei Wei's high performance price ratio.

However, she also emphasized the advantage of "individuation": "when you attend some special occasions, the big international brands often hit a couple of shirts with the same time, but the things of Chinese designer brand will be much better, and it is not easy to duplicate the samples. So when I have lots of friends with parties now, I want to say whether I want to go to the moss to have a stroll and see the clothes of Chinese designer brands."

Recently, we have maintained and expanded the main consumer groups after 75 and 85.

The joint collaboration between the pillars and the designer Nicole Zhang and cosmetics brand SKII is a good example.

Using its own industry influence and resources, Dong Liang promotes the cooperation of designer brand and cosmetics brand with similar age groups, which brings new experience to the original consumers of the shop and designer brand, and enables new target customers to recognize and understand the designer and pillar through the famous cosmetic brand.

In order to make Chinese designer brand more popular, especially to attract more young consumers, many designer brands have also opened a lower price sub line, and many brands and buyers shop have opened a network sales channel.

For example, designer Wen Hao Tian has also set up a younger online CHEZ Haotian, which is only sold online, in the Haotian Wen.

Designers Bu Kewen and Liu Qingyang have also opened Taobao stores for their brands.

You may be no stranger to the aforementioned designers, because some of them have taken part in reality TV shows, and have been exposed, while others have boosted their popularity by modeling cooperation with stars.

I believe that with more and more professional public relations companies like Huambo Xuan Wei entering this industry, more designers will have the opportunity to get systematic packaging and image planning, so as to get more consumers' attention and love. In fact, many designers have established cooperation with public companies, such as Wang Peiyi, Gao Yang and Wen Hao Tian are the partners of Huambo Xuan Wei.