When Fashion rushes the Chinese market!
China’s economy grew up very quickly these last years and a number of purchasing power’s increase was noticed. In addition, the middle class is shifting to the upper class which changes their consumption behaviour. Then, they have different expectations regarding the products they buy. Indeed, today, Chinese consumers are very attracted by luxury brands that offer quality goods.
Low sales , More niche Brands
Therefore, the economy in China is decreasing and Luxury brands overseas established in China noticed disappointing sales reports. Therefore, they succeed in coping thanks to their business abroad especially in New York, London, Milan and Paris Fashion Week. Moreover, there was a large Chinese audience attended the event.
Read further actuality: Luxury goods group LVMH says the slowdown in China has affected sales
Tourism consumption : Chinese Buys Famous Brands
Chinese consumers love buying luxury products. However, instead of doing shopping in their large country, they prefer travelling in Europe in order to find authentic goods. Then, wearing “Made in Europe” ensure consumers don’t buy fake clothes that can find in China. In addition, luxury products’ prices are cheaper than the Mainland. That’s why Chinese consumers want to try Europe’s “genuine experience”.
Nevertheless, while some economy’s troubles in China, luxury brands don’t pull back and prefer staying out!
More information: Chinese consumers buy nearly half of the world’s luxury products
Why China attracts them so much ?
Christoper Bailey, Burberry’s chief executive said that luxury brands have to conserve the same issue, also keep going on offering quality products and services to their customers in China. Luxury brands consider the Mainland as a huge opportunity to launch their business. Indeed, the most famous brands find solutions to be effective in the Chinese market.
Chinese consumers are very connected and are fond of online purchasing. Thus, brands use the e-marketing way in order to access this special market. Actually, they pass through e-commerce platforms that were born within China these last years such as Tmall Global, which is the most effective one for luxury brands’ selling products in China.
In addition, they use the most famous Chinese social media which attracted more and more users every year. Weibo is the largest Chinese microblogging platform. Then, luxury brands have the possibility to promote their awareness and increase their e-reputation by publishing content, videos or photos. The goal is to attract Chinese users to follow their activity, which shares, discuss and create debates around brands’ products. This platform is the best way to engage consumers and create large community management.
Then, Wechat is the largest message mobile app in China and holds almost 700 million users and 500 million users active monthly. Also, this represents a huge opportunity to launch campaigns and advertise brands’ products.
According to Winston Chesterfield, research director at Wealth-X, luxury brands have to tailor their strategy to Chinese consumers’ expectations. Indeed, if they want to purchase luxury Western products in Western countries, brands need to create quality goods adapted to Chinese fashion styles. It means, setting up Chinese clothes or accessories which consumers won’t find by travelling abroad. Chinese consumers need to be trusted where they are purchasing, so luxury brands are good ways to encourage Chinese consumers to buy clothes tailored to their ranges.
Adapting business to the domestic market
Shifting development’s strategy is difficult especially for startups or small companies overseas. They have to be tailored to the Chinese styles. Therefore, our Marketing Agency exists in China to help it to approach the Chinese market because we know it.
We advise brands about SEO on Baidu So.cn and Sogou which pass mainly by content, keywords and a few other features. Then, we help brands to increase e-reputation on the most famous social media. Brands have to communicate around their products. Indeed, they can publish videos putting forwards products that allow them to engage consumers around their business. Once brands’ community management is created, they need to maintain this awareness and keep going on the branding on these various platforms.
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