2019 China'S Online Fashion Brand Force List New Pattern Of Fashion Brand

Double 12 has passed, and the last e-commerce exam of the year is over, which is a good time to send out the report card. Ebon Power Research Institute hereby presents the 2019 China Fashion Brand Online Power List, which is elaborately produced for the readers.

　　 1. When the tide brand rises

In the past three years, the global Chaopai market has maintained a double-digit growth rate, reaching more than $200 billion in 2017. The Chinese market, which is in the stage of large-scale consumption upgrading, plays an important role in it. According to Nielsen data, the growth rate of the Chaopai market in 2017 reached 62%, 3.7 times that of the non Chaopai market. Data from Alibaba also shows that the search popularity, user population and transaction scale of Chaopai have kept a high growth from 2015 to 2018.

Behind the gratifying growth of Chaopai market, we can see that many factors are driving together.

In the context of consumption upgrading, consumers' self-awareness and individual needs are released. The new consumer group represented by the post-95 and post-00 generation is undoubtedly a pioneer force advocating self-expression and chasing the trend. The young and middle-aged consumer group, which has grown into the mainstay of the society, also began to upgrade from material consumption to spiritual consumption in the process of wealth accumulation and identity building. At this moment, the fashion brand with its own attitude naturally became the face of consumers' internal self.

International fashion brand entering China+stars bring goods to complete consumer mental education. The Chinese market has become a huge piece of cake for global consumption, attracting many international fashion brands to enter the layout of China, and the commodities that once could only be seen in films and magazines have become accessible and understandable. As a fashion vane, the flow stars' preference for trendy brands has also added endorsement aura to them. Many stars created their own trendy brands, which has driven fans to actively spread the culture of trendy brands. Chinese consumers have become familiar with various fashion brands.

The rise of the national tide accelerates the commercialization of the tide brand. There is a natural gap between the trendy brand of avant-garde, niche and limited label and the laborious and simple masses of the working people, but this seemingly insurmountable gap has been filled by the rising national tide forces.

In order to meet the changes in consumer demand, traditional brands have evolved themselves. The new brand managers come directly from the new generation of consumers. Guochao brand, which has both mass base and self-improvement, meets the fashion upgrading expectations of most users, providing a good model for Chaopai to enter the mass market.

No one can accurately define what a "trendy brand" is. The culture of fashion is changing rapidly, but these are not important. When we discuss a trendy brand, we should pay more attention to the value proposition behind the symbol.

As a result, all brands that take value propositions such as highlighting individuality, original design, avant-garde aesthetics, integration of culture and art, attitude and spiritual expression as the source of vitality, and whose style logo is obviously different from mass brands, can be called "trendy brands", including but not limited to street brands, fashion brands, designer brands, traditional brand transformation/sub brands, start-up brands, etc.

　　 2. New pattern of Chaopai

Ebon Power Research Institute takes all brands (including men's wear, women's wear and sportswear) among the top 150 brands in the Double 11 and Double 12 Tmall+Taobao transaction data (including three categories of men's wear, women's wear and sportswear) as the basic sample database, and conducts independent modeling and comprehensive evaluation according to five dimensions of market performance, brand influence, brand building, core product strength and retail building strength, Finally, the top 10 fashion brands on China's apparel online in 2019 were listed.

In terms of category, there were 7 men's brands, 3 sports brands and 0 women's brands on the list. In terms of type, international fashion brands were listed as 8 seats, and local brands were listed as 2 seats. Mark Huafei, an old driver of Guochao, developed in a balanced way. His comprehensive strength ranked first, and the newly created Guochao Beaster broke through and became a dark horse on the list.

First, watch the local team. Mark Huafei was able to reach the top in the presence of powerful enemies, thanks to his years of accumulation in the local market. Since its inception in 2001, Mark Huafei has clearly positioned the art trend. Since 2004, he has set a precedent for local brands to cross the border. He has successively cooperated with Starbucks, Coca Cola, World of Warcraft and other outstanding IPs. For the Chinese market at that time, which was in a state of fashion ignorance, Mark Huafei could almost be the same as the trend enlightenment textbook of the post-80s generation.

In 2019, after the upgrade of the diversified art trend brand, it is proposed to "no gender, no age", break the niche thinking of the general trend brand, and take the diversified needs of the mass market as the guide, so that it has accumulated a lot, and won the top spot of online sales promotion of the "Double 11" and "Double 12" of the "Chaopai" track this year.

In addition to outstanding market performance, Mark Huafei has a symbiotic relationship with China's retail market, e-commerce O2O、 New retail and other outlets are always on the rise, and retail service capabilities are constantly upgraded and iterated under the empowerment of big data marketing, omni channel digitalization and smart stores. In terms of brand building, Mark Huafei's brand concept has been shaped, and he is very familiar with the application of fashion brand marketing methodology such as cross-border co branding, star bringing goods, event sponsorship, and so on. His topic degree and influence directly catch up with international fashion brands. However, in the face of the unpredictable fashion brand market, Mark Huafei is still constantly exploring the rules of adaptation to the market on the road of brand upgrading, and brand recognition and storytelling still need to be patiently polished. In terms of core product strength, Mark Huafei emphasizes the full range and rich SKUs, and integrates ancient, modern, Chinese and foreign cultures to improve the artistic core of products. However, there is still a gap between the gold content of products, such as patents, and international trendy brands.

On the whole, Mark Huafei's various subjects have developed in an all-round way, without obvious bias. It is expected that the current ranking of "Top of the online fashion brand" will remain stable for a long time.

Beaster, founded in 2014, appeared on the stage of fashion brand with a unique, funny and highly recognizable grimace logo. The brand manager is committed to advocating young people to pursue freedom, self exploration and intense expression, and the brand concept and style are more inclined to Japanese and Korean trendy brands. For the new generation of consumers with relatively low brand awareness and loyalty, Beaster's design is deeply rooted in the essence of Japanese street culture, but the price is more user-friendly than Japanese and Korean trendy brands, which is a reasonable choice.

Beaster provides a methodology for brands interested in the youth market: following the trend may be the way to quickly win the new generation of consumers. However, the new fashion brand can only enter from the extremely segmented niche market, which doomed its minority fate. In the case of insufficient accumulation and limited resources, focusing on brand building and product building may be the shortest path to success for the new fashion brand.

Then look at the international team. The international fashion cards on the list can be divided into the US team and the Asian team. American fashion brands represented by Levi's, Dickies, VANS, CHAMPION and Converse have the following commonalities:

(1) The brand has a long history. At the beginning of its establishment, it was not Chaopai, but a clear Chaopai positioning after decades or even hundreds of years of hard work.

(2) The brand is highly storytelling, or connected with the lifeline of the big era, representing a certain social class; Or it can be closely combined with professional competitive sports to develop into a symbol of sports spirit. Such a story is moving, which is the charm of Chaopai.

(3) They all play a pioneering role in their respective fields and promote the progress of the industry. For example, Levi's is the ancestor of jeans; Dickies is the benchmark of overalls, and the backward side seam technology developed has become the standard of the jeans industry; CHAMPION pioneered Reverse Weave (horizontal weave technology), mesh textile technology, etc., and developed the world's first hoodie, first reverse T-shirt, and first nylon mesh sports shorts.

The contribution of these international fashion brands to the global clothing industry and their unique value culture interweave into a huge brand influence, making them quickly capture a large number of fans after entering China. International Chaopai generally cuts into the Chinese market by offline store mode. After the rise of e-commerce, it uses official websites and flagship stores of mainstream e-commerce platforms as standard configuration, focusing on brand marketing and product building, and is relatively conservative in retail operation.

Chaopai originated from the United States, then flowed into Harajuku, Japan, and then spread to the mainland of China through Hong Kong and Taiwan. Asian Chaopai, represented by Evisu, Aape and MLB, belongs to the "second generation of Chaopai". They were founded at the beginning of Chaopai culture and began to export global values. The collision between American spirit and Asian culture has spawned many godfather level Chaopai managers. They incorporated extremely fresh personalities and ideas into their own Chaopai, greatly enriching the connotation and image of Chaopai.

Asian fashion brands tend to be more niche, more aggressive, more avant-garde in design, more innovative in element collocation, and open up the trend of LOGO, limited quantity, co branding, and high price, gradually forming the intuitive impression of ordinary consumers on fashion brands today. The audience of Asian fashion brand is more young, mainly concentrated in the subculture circle of the first and second tier cities. The layout of the brand in the Chinese market is not deep. The brand mainly reaches consumers online through Tmall flagship stores, with limited coverage and service, and its overall performance is not as good as that of the American fashion brand.

In general, the international fashion brand is more competitive than the national fashion brand in terms of brand influence, brand construction and core product strength, and its insight into the Chinese market and service ability are inferior to the old national fashion brand.

　　 3. Choice of tide brand

When readers see this list, they may have questions about why the top brands such as Supreme, Stussy, PALACE, Off White, Undefeated, etc., which are more famous, have disappeared. This is certainly because the above brands have not really launched into China's offline and online mainstream markets, but it is ultimately determined by the natural genes and path selection of Chaopai.

Chaopai is a super contradictory complex composed of ideology and business behavior. For example, the two sides of a coin are indispensable and must be inclined. The head of Chaopai is left, standing on the top of the pyramid overlooking all living beings, and the public Chaopai is right, choosing to enjoy fame and fortune with the people. So some people win respect and others win the market.

The trendy brands on the list today are either fast or slow. They are learning to accept and respond to the demands of self expression and attitude of every ordinary person with a more inclusive and open attitude, so that consumers can repay their broader future. In fact, with the higher degree of social development, people's personality will become more free. Every consumer can re-examine the relationship between the once unreachable Chaopai and himself: Chaopai may have boundaries, prices may be high or low, but the spirit of Chaopai should have no threshold. Perhaps this is the key to the trend culture becoming mainstream.