Back in time to 10 years ago, what Chinese people care more about in fashion? It was all about status and how many luxury brands he/ she has in the wardrobe. And nowadays, the identification of fashion in Chinese people’s mind has been completely changed! How to win Chinese Customer of you brand? The top 10 things you need to know about fashion of the generation in China!
1,Self-actualization in fashion attitude
It’s amazing to see how the generation of the Chinese young people expressing their ideas of fashion. Fashion tribes are wearing in different on the streets, in the shopping malls, schools campuses, and social events. People wear what represents their personalities and attitudes. Thus, in order to attract urbanites, the design of the brand has to be standing out amongst all kinds of brands in the Chinese market and the massage of the brand has to clearly to tell customer. Who you are? what’s the attitude of your brand, either in hipster, classic or western style etc.
2,Chinese people welcome all different kinds of brands from overseas
Chinese people want more brands, and more and more! In 2001,The First fast fashion brand UNIQULO entered in Shanghai China and it was like a gate opening to Chinese young people’s mind and they wanted to explore more fashion brands. Thus, brands, for example H&M and Zara just like tsunami came into China and gained young people’s heart afterwards. The reason was the designs and qualities of the brands made people to choose foreign brands rather than local ones. Besides, the price also has huge advantages based on cost performance in fashion market in China.15 years after, fashion for Chinese people are no longer only LV, Chanel and Gucci means to fashion, but the variety of fashion brands from rest of the world.
3, Big influences from many Western and European style of fashion brands
Image of western celebrities are always impacting on Chinese people’s outfit. People get these celebrities’ information from fashion magazines, movies and videos to see what’s their idol wearing in trend and then get inspired from them. , Most of fashion brands in China are promoting their brand by using western superstars. For example Wentworth Miller was spoke-man of Me &City (Chinese local brand) in 2008. It was a huge increasing on sales of the brand back then in terms of ‘celerity effect’ in China and brought the western style into Chinese fashion market.
4, Fashion tribes discover fashion brands in many ways and guide fashion trend in China
Chinese young people have very high awareness of fashion brands. They are checking fashion brands in many different resource types. Through Internet is the most popular way to discover a brand. A good example must be after H&M entered in Beijing China in 2009 and fashion tribes started discovering similar brands, which are similar to H&M but from overseas brands.Besides, more and more popular fashion bloggers are recently sharing their idea of fashion and bring new fashion trend from Western to China. Young people are learning how to dress up from these bloggers’ websites and off-line such as magazines, billboards and Videos Even American TV dramas!
5,Chinese people are willing and able to pay for worthy of fashion brand
According to Chinese Economic Performance Annual Report (source from Sina), the average citizen’s disposable income was 27,000RMB in 2013. And based on sample survey, over 50% of citizens’ incomes have increased in quarter 1-2 in 2014. It is mean more and more people have more spare money spending on Goods. And nowadays, the majority of people are spending their money on travelling and luxury fashion brand.There is Chinese proverb ‘A thing is valued if it is rare’. So people would like to spend their money on things are limited edition or you can not find in Chinese market very often. According to The Economist Magazine, Chinese people’s ability of purchasing goods overseas was increased 50% in 2013 compare with 2012. It shows that Chinese people have very strong ability of buying luxury goods recent years and Luxury fashion brand stores like Dior and Rolex in foreign countries are still the popular destinations for Chinese tourists.
6,Good advertisement makes a big difference of a fashion brand in China.
Good quality and designs of brand, of cause are matters than anything else. However, on the assumption that your brand is very new for the market and the promotion of your brand is the most critical issue needed to think about it. Good advertisement makes a big difference, especially in Chinese market.Chinese people are very sensitive about advertisement. In regards to fashion brand it is very important for finding your brand on the cover of top fashion magazines like VOUGUE, ELLE or BAZZAR. Brand appealing on top fashion Magazines represents good reputation of a brand and grabs young people’s attention at very first sight.And also, the execution and creation of the image brand makes your brand standing out of other brands
7, Hold on! Still have a group of people buying fashion for status
Although many people are not like years ago buying luxury brand for status, however, there is a group of people occupied huge amount of money than others. They are called ‘ Tuhao’ in Chinese- the newly reach people and only spend money on Luxury brand. Second, the middle age people between 60s-70s are also like to buying luxury brand for showing status and identity in China. They can spend more money than anybody else on the luxury brands and this situation makes luxury fashion brand still has market in China.
8,fashion Brand has been big influenced by social media in China
As earlier mentioned, Chinese people are discovering fashion online regularly. It is necessarily to make sure your fashion brand get listed on the very top of the search engines and people can find your brand at very beginning. Promote your brand via fashion blogs and fashion new websites can increase the awareness of your fashion brand in China. Social media network site is a powerful tool to get in touch with your target audiences closely. For example Weibo is the number one social network platform allows users to post information about everything and get feedback shortly from the audiences .So, as to company, how to develop a social campaign of a fashion brand on Weibo will be crucial for the fashion business.Besides, Weichat- the most popular communication software in China has advanced the way of communication between fashion brand and audiences in terms of public platform function. The idea of ‘ sharing information in friends circle’ makes that specific brand more trustworthy and easy to target customers through sharing information with close friends.
9,Other platforms allowing fashion brand to promote its brand in China.
At most time, relationship matters to the business in China. In order to promote your fashion brand, join fashion industry network can help you to find potential clients and build good relationship with them. Or attending fashion trade shows to find the business contacts etc. They are all good way for developing your business and promote your fashion brand.
10, Communication agency makes fashion brands entering into China easier.
Apart from social network site, TVC and Magazines, A good way to increase your fashion brand awareness is finding a PR agency/ marketing agency to help your business. For example Gentlemen marketing agency is specialized in marketing strategic development in many aspects, from buzz marketing, public relations to E-reputation in fashion field.By Elliot Dao, Fashion Branding Specialist