Quanzhou Garment Enterprises "Jump Shot" Light Luxury Goods

　　 "Jump shot" light luxury

A number of local brands have launched 1000 yuan single products with high quality, but still cheaper than international high-end brands

A new trend has emerged in the current domestic clothing market: light luxury goods, which are positioned in the middle and high grades and whose prices range from several thousand yuan to tens of thousands of yuan, are welcomed by white-collar workers. Just like NBA stars jumping up to shoot, Quanzhou entrepreneurs caught business opportunities in a timely manner, and many Quanzhou clothing brands jumped up quickly and invested light luxury goods And has begun to market the products.

What is a light luxury? Since we are among the luxury goods, we naturally pay a lot of attention to quality and design, but with the prefix of "light", it is a grade cheaper than the internationally recognized luxury goods. Experts said that because of the popularity of "fast fashion" in the past few years, many brands excessively pursue the speed of style update at the expense of quality and consumer experience, which has stimulated the demand of the consumer market for design and quality, making light luxury popular. However, if Quanzhou brands really want to enter the ranks of light luxury, it also depends on the accumulation of brand culture.

　　 A

A New Era of Buying Pieces for 1000 Yuan

Mrs. Zheng and her husband are both executives of financial institutions. Previously, the brands she was interested in were "sub brands" of international brands. In the past two years, she began to go out of local brand stores in Quanzhou to choose clothes for her husband.

　　“ Quanzhou In the past two years, the quality of some local brands has become better and better, and they are more sophisticated in fabric and design. Compared with international brands, the price seems to be "friendly". I think the price of suits worth thousands of yuan is quite appropriate. " She believes that in the world, the "sub brands" of some luxury brands are called "light luxury goods" because their prices are more reasonable. Quanzhou brands now focus on quality and design cost performance, and are expected to enter the ranks of light luxury goods.

It is reported that the biggest difference between light luxury goods and luxury goods is price. Li Jihai, chairman of Guangzhou Fashion Design Association and fashion industry research expert, believes that if the price of light luxury goods is set, 2000 yuan to 5000 yuan is a reasonable range.

It is not difficult to find two or three thousand yuan pieces in the stores of local brands in Quanzhou, such as Seven Wolves, Nine Muwang, Lilang, etc. Judging from the popular trend this summer, brands are also paying more and more attention to the use of fabrics, such as Jiumuwang's "cold mica yarn", Seven Wolf's "cold cotton shirt", and so on.

According to the analysis of industry insiders, with the development of economy, a large number of consumers of light luxury goods have emerged in China. "These people are from white-collar workers to gold collar workers. They have certain economic conditions and appreciation ability, and have a certain understanding of the fashion industry. The core of consumer motivation is the guaranteed quality, the pursuit of high-quality life, and the embodiment of social status and identity." The person said that such people are generally younger than those who consume international luxury goods.

　　 B

The grade is close to international famous brands

Different from the international luxury brands' "downward" development of their "sub brands", Chinese local brands adopt the "upward" development strategy, and more develop high-end brands other than their own brands to "luxury" themselves.

Among the local brands in Quanzhou, Kabin launched a high-end brand "Cabbie Chic" (Kabin Fashion) as early as 2010, with a product price of more than 1000 yuan to 10000 yuan. According to the person in charge, this brand is going to take the "light luxury" route, focusing on the pioneer's scientific and technological colors and natural elements, emphasizing the sense of design, and creating a new male consumption trend that emphasizes both avant-garde and elegance.

It is reported that Kabin spared no effort in promoting this high-end brand. Every year, it holds two large-scale conferences during the most popular fashion week in China. The well-known fashion landmarks in major cities, such as Sanlitun in Beijing and Taikoo Hui in Guangzhou, are highly concerned by the market.

In China, the popular brand has developed high-end brands and entered the ranks of light luxury. Its original two well-known women's shoes brands, Le Saunda and CNE, are aimed at mass consumers. Later, the high-end women's shoes brand Linea Rosa was launched, which is mainly aimed at young people aged 25-30 with a monthly income of more than 8000 yuan.

According to insiders, among the large department stores in the first tier cities in China, the "fast fashion" brand is gradually being replaced by the "light luxury" brand. In the list of a new shopping center brand in Chengdu, none of the fast fashion brands such as ZARA and H&M appeared. Instead, through the buyer's collection store, they brought selected products with high popularity and "people friendly" prices, such as AlexandreMqueen, Super, Anteprima, DAKS, PAUL&SHARK.

　 　C

Quanqi Rejects Luxury Label

Although Quanzhou local brands have competed to integrate high-end fabrics into their products in recent years, strengthen the design elements of products, pay attention to product quality, and obviously have the "take off" action to improve the brand, but when it comes to the concept of "light luxury", the relevant responsible persons of these brands expressed reluctance to talk about it in depth.

"Let consumers buy products of international quality at an appropriate price." The head of the brand department of Fujian Seven Wolf Industrial Co., Ltd. said that this is the purpose of Seven Wolf, but the company does not classify its products as luxury goods.

"We don't want to be labeled as luxury goods label , even light luxury should not count. " Mr. Chen, the relevant person in charge of Jiumuwang Brand Department, said that Jiumuwang's business philosophy has always been "to provide customers with cost-effective precision fashion products and sophisticated and convenient services under the fine control of the whole process", "In terms of design, in 2008, the company officially signed a contract with an internationally renowned Italian fashion designer. In 2010, the company hired Zhao Yufeng, a 'Chinese celebrity customization master', as the chief designer. We focus on the control of design and quality, but do not think we have entered the ranks of light luxury.".

Hu Chengchu, Executive Director and Vice President of Lilang (China) Co., Ltd., believes that luxury is a relative concept, and a brand cannot be defined as luxury. "I think it has something to do with regional income. It is a relative concept. For example, Ordos is only a second or third tier city in China, but the income of people there is extremely high.". He said that it is "too luxurious" for people with low income to consume thousands of yuan of clothing. But in the eyes of some rich people, even international luxury goods are no different from ordinary consumer goods. "It is completely determined by personal financial resources and manpower. At present, the price of Lilang's products ranges from a few hundred yuan to 3000 yuan, which can only be considered as a medium and high-end level. It is suitable for some consumer groups, and cannot be considered as entering the ranks of light luxury. ".

　　 D

It is difficult to replace the "fast fashion" mode

The "fast fashion" model created by ZARA is one of the most enthusiastic learning directions of Chinese clothing companies in the past few years. Although the inventory pain caused by "fast fashion" is puzzling most Chinese clothing brands, industry insiders still believe that the concept of light luxury is difficult to replace the "fast fashion" model for the time being.

Hu Chengchu believes that the current positioning of Quanzhou clothing brand is to seize the second and third tier markets, and most of them can only achieve their goals by taking the "fast fashion" route, and the current brand strength is not enough to be classified into the ranks of light luxury.

Su Jing, deputy secretary-general of the Professional Clothing Committee of Brand China Industry Alliance, believes that at present, Quanzhou brands can not achieve the grade of light luxury goods only by implementing the strategy of rising product prices. "There are too many brands, the design is copying, the fabric is also popular, and the brand culture itself has not been shaped well. It is too early to talk about light luxury".

In Su Jing's view, the current local clothing brands in Quanzhou still belong to the level of mass consumption. "The spread of brands mostly depends on the form of advertising, which is the form of passive acceptance by the public. The real luxury goods depend on consumer experience and word of mouth, which is the brand that consumers actively want to accept". She said that Quanzhou brand still lacks in value, process design, fabric use and other aspects. "For example, many local brands use fabrics provided by the same fabric supplier, while real luxury brands may monopolize the supply of certain fabrics".

"Only by keeping up with the design, brand, quality and other aspects can Quanzhou local brands really move closer to the ranks of light luxury." Su Jing said that, in fact, the soul of fashion brands has never left the original design, and the extremely low design threshold and even imitation and plagiarism are the most fatal damage to brand added value. If these aspects cannot be solved, it is still difficult for local brands to get rid of the "fast fashion" model.

　　 ■ Views

Brand accumulation and achievement value

"Brand building is the core of brand development at any time." Lin Xiaolin, general manager of Noah International Brand Marketing Consulting Co., Ltd., believes that Quanzhou brand should change the "fast fashion" mode and enter the ranks of light luxury, and brand value should always be adhered to.

Lin Xiaolin said that at present, Chinese brands are still in the process of transition from industry to commerce, and there is still a process of entering a cultural state, "The international luxury brands do not only represent technological fabrics or special designs, but without exception have their irreplaceable culture, history and connotation, which is difficult for other brands to replicate. The brand contains the spirit deeply rooted in the hearts of the people, and continues to be spread and carried forward. For rational consumers, it contains value pursuit, such as POLO in the United States The brand connotation represents the noble lifestyle of the 1970s and 1980s. He believes that at present, Chinese brands have no such accumulation, and there is no way to introduce such values.

"Time is luxury. The cultural accumulation of Quanzhou brand still needs time to complete," he said.