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Guochao Renaissance Pays Attention To The Research Report On Consumption Of Chinese Fashion Industry In 2021

2022/3/15 16:16:00 0

Research Report on consumption of China's fashion industry in 2021 (hereinafter referred to as the "report") is produced by the fashion industry research center of Tsinghua (Qingdao) Institute of art and science innovation and fashion group, and the survey data is provided by Ipsos (China).

Based on the brand-new "trends model" of Humanities and science, relying on the big data of brand cooperation of fashion group in 2021 and more than ten classic cases in recent two years, and combining with more than 1000 consumer survey questionnaires covering all age groups and cities, and in-depth interviews with several brand executives, the report conducts an in-depth interview with a number of brand executives in China's local fashion industry The history, current situation and future of lifestyle, automobile, jewelry, wristwatch and other consumer areas are extensively and deeply discussed and analyzed. It is found and highlighted that the key factors for Chinese local fashion brands to win the modern fashion consumption market with personalized aesthetic expression and value proposition.

The connotation and extension of "fashion" are constantly evolving with the times. The driving force of its industrial development is closely related to industry, science and technology, culture and commerce. In recent years, with the upgrading of industrial structure and the increase of talent reserve, the local fashion industry has really merged into the fast track. From the dominance of overseas brands to the blooming of local brands, the rise of these four forces has brought great changes to the consumption composition of the domestic market, promoted the rise of trillions of industries, and witnessed the changes of the times since the reform and opening up.

This report defines six scales of fashion power model: Technology & innovation, recognition, excellence, nature, design and spirit.

　　 Through the methodology of fashion force model, the report refines the key to success of Chinese brands in fashion field. It is expected to provide more accurate business practice for local fashion practitioners through the carding of multi-dimensional elements, so as to guide the direction of domestic brands that will surely sail far away.

Clothing and fashion, beauty, cultural tourism, home decoration, car travel, jewelry and wristwatch, this report selects six areas closely related to consumer life for research. From a professional perspective, combined with the analysis and demonstration of classic cases, this paper analyzes the opportunities and challenges faced by domestic fashion brands in detail from the overall situation and case response of domestic fashion industry under the epidemic situation.

The report focuses on the consumption attributes of the new era. Through the demonstration of fashion power model and the analysis of six vertical consumption fields, the report gives consumption suggestions in the post epidemic era

　　1. Pay attention to the expansion and promotion of business by data application, extend the media platform, pay attention to high-quality media, pay attention to the creation of brand concept and value proposition, and tell a good brand story;

　　2. It is necessary to firmly link with consumers' emotion and improve the ultimate pursuit of product quality, which can catalyze the identity of consumer groups in Z era;

　　3. At the same time, we should continue to make efforts in design innovation, integrate traditional national culture gene and green environmental protection concept, and promote the national tide to cross the country with a new attitude.

Anta, huaxizi, zhoutai Fook and Great Wall Motors reported that they have made outstanding achievements in mining Chinese culture, thinking about China's market and talking to Chinese consumers in recent years. They hope to have a glimpse of the situation and bring a new interpretation from multiple perspectives to the phenomenon of "national tide revival".

"Guochao" is a periodical marketing trend of thought that Chinese brands actively explore, aspire to be independent and mature. It is a gradual process and a systematic project for a new generation of brands to gradually develop, dominate the market, and finally have a mature and self consistent business philosophy and philosophy.

"Guochao Renaissance" is closely related to many factors, such as the awakening of Chinese brands, the iterative innovation of technology, the growth and maturity of generation Z, and the change of consumption habits brought about by mobile Internet. Fashion group, as a leading fashion media organization in China, we believe that there is no word that can comprehensively summarize the innovative power of Chinese consumer brands, and Chinese brands should not be simply labeled. We record and analyze the brand's performance and demand in different development stages and different economic environments with a brand-new fashion professional perspective, which has played an important role in promoting the real internationalization of China's fashion industry.

Fashion leads the future, and the power of fashion relies on the future. National brands in the new era are reviving, and the future of new national trend has come. It is our generation's responsibility and vision to bring made in China, Chinese tide and Chinese culture to the world and influence the world.