Chasing "domestic products" and "trends", have you consumed for "fashion"?

　　China News Service, Beijing, April 1st, title: Chasing "domestic products" and "trends", have you consumed for "fashion"?

　　Reporter Li Chun

　　"The legitimate trend of domestic products" has been a big buzzword in the field of Chinese fashion consumption in recent years.

Whether it is the domestic brands that frequently appear on the hot sales list of e-commerce live broadcasts, or the offline expansion of physical stores, it shows that some domestic brands are developing rapidly in recent years and have become "new fashion forces" worthy of attention.

A considerable number of Chinese consumers are shifting from catching up with foreign fashion aesthetic trends to becoming supporters of "national tide" consumption.

　　Fashion blogger Ye Tongjun has been paying attention to Chinese fashion trends in recent years.

In an interview with a reporter from Chinanews.com, she said that in recent years, many consumers' "superstition" about foreign brands is gradually being replaced by the "confidence" of domestic products and national trends.

　　Her judgment coincided with an industry research report.

The "Baidu Guochao Pride Big Data" report stated that from 2009 to 2019, the proportion of Chinese brands' attention increased from 38% to 70%.

Whether it is domestic independent designer brands, first- and second-tier brands, or the transformation of old brands, the rise of domestic products such as beauty and clothing is redefining China's "fashion consumption".

　　Once upon a time, some domestic beauty brands were impacted by big international brands, and the market size once shrank; some domestic clothing brands became synonymous with "rustic", and outdated designs and "village" style made many people "cannot love them". .

However, with the change of aesthetic trends and the improvement of mass consumption power, many old brands are now taking advantage of the trend to renew their lives. By playing cool, IP, and pursuing personalized and differentiated development, they are attracting the attention of young consumer groups in terms of design.

　　For example, the products of a domestic beauty brand adopt all-in-one Chinese design, and even the lipsticks are exquisitely embossed. Not only are they paid attention to by domestic consumers, some foreign fashion bloggers have even published "openings" on Chinese beauty products on foreign video websites. Box video", praised the product design, quality and effect.

　　Behind the "popularity" of some domestic beauty products is the market's increased acceptance of domestic beauty brands.

In the live broadcast rooms of some top e-commerce anchors, domestically produced lipsticks, mascaras, eye shadows, liquid foundations and other products are rapidly expanding their market shares with their parity advantages.

　　White-collar Ms. Zhang, who currently lives in Beijing, has rushed to buy lipsticks from a certain country during "Double 11" every year for the past three years. She is very familiar with various colors such as bean paste, queen, and cherry.

She told a reporter from Chinanews.com that the "fashion sense" of domestic beauty products is getting stronger and stronger, the price is cheaper than that of major international brands, and the design knows "Chinese women's heart" better, which is a great advantage.

　　"The key is to study consumers' aesthetic appeals and actual needs carefully. Domestic products can definitely'flood'." Ms. Zhang said.

　　Similar rules can be followed in the field of clothing.

For example, Chinese independent designer brands such as Tan Fengyi, Ms Min, Uma Wang, etc., are not lost to other big names in the world.

Old brands like Bosideng are also very avant-garde and eye-catching.

　　For another example, some domestic brands have transformed from a single clothing company to a fashion brand, and have completed their reborn "reverse growth". In recent years, they have frequently appeared in New York, Paris and other international fashion weeks.

　　"While paying attention to the sense of trendy design, the quality of classic domestic products is actually very good. For example, I have been wearing a certain domestic product top from 2017 until now. Unlike some brands, which are sold in seasons." Ye Tongjun said.

　　It is worth noting that some domestic clothing products have a certain price advantage compared with international big brands while they are "tide".

Recently, a video of Hong Kong youth tearing up clothes of an international brand has been circulating on the Internet, showing that the brand’s clothing has quality problems such as poor elasticity.

In contrast, many domestic brands do not have high taxes and fees, and their prices are more approachable.

While wearing it for longer time, self-produced and self-sold also makes it more environmentally friendly without the need to cross-country long-distance transportation for product trafficking.

　　In fact, in recent years, more and more domestic brands have paid attention to the environmental protection of clothing.

For example, a certain brand of renewable clothing and handbags are made from recycled plastic bottles, and combined with trend culture to provide diversified creative products.

Ye Tongjun believes that the importance of environmental protection while pursuing fashion should become the consensus of more and more brands.

　　Compared with the rapid development of some domestic fashion brands, there are still many domestic brands with slower transformation in the market. Where is their way out?

In this regard, Ye Tongjun said that every brand has an audience that it wants to cover, and it is not necessary to make a wave of fashion brand transformation. The key is to find a path that fits its own positioning.

　　On the other hand, while domestic brands are leading the fashion consumption boom, Hanfu, which is "older" than these brands, is increasingly favored by consumers, leading the "new wave" of fashion consumption.

　　In 2006, the Hanfu physical store "Return to Han and Tang Dynasties" founded by Sun Yi and his wife Lv Xiaowei opened in Wenshufang, Chengdu, and did not sell a single Hanfu on the first day of business.

He still remembers the title of the local media's report on the incident: "The country's first Hanfu physical store will not open."

　　Today, 15 years later, Sun Yi's Hanfu store has more than 20 physical stores across the country, and online stores are operating simultaneously.

Whether visiting parks, roads or shopping malls, people often see young people in Hanfu.

The "Hanfu economy" represented by Hanfu monopoly, leasing, Hanfu experience hall, Hanfu fashion show, etc. came into being.

　　Sun Yi believes that today Hanfu is loved by more and more people. In addition to the promotion of "Hanfu revivalists" and the participation of "tongpao" (referred to as Hanfu fans), the commercial development of Hanfu also helped promote ancient Chinese clothing. Popular.

　　Gao Yinhe, a Hanfu enthusiast who currently lives in Beijing, also believes that buying your favorite Hanfu is not only a fashion consumption, but also an attitude to life.

This also includes the love for Chinese traditions, "Wearing old clothes and new clothes is the promotion of traditional culture."

　　When traveling to Chengdu in 2017, Gao Yinhe caught up with the Hanfu cultural activities held in Kuanzhai Alley. This was the beginning of her becoming a "comrade".

Over the past few years, she has bought thirty or forty sets of Hanfu.

　　How big is the Hanfu market in China?

According to media reports, the transaction volume of Hanfu in 2019 exceeded RMB 2 billion on a domestic online shopping platform alone.

Sun Yi revealed that in addition to the decline in performance last year due to the epidemic, the company's sales have almost doubled every year.

　　The potential market for Hanfu is also huge.

According to data, in the first half of 2020, the number of consumers buying Hanfu through an online shopping platform will reach 20 million.

Based on this calculation, the penetration rate of Hanfu in China is still less than 1.5%, and there is still huge room for growth.

　　For example, Hanfu's regular clothes, casual clothes, and modern fashions with Chinese elements are constantly "new", and frequent purchases by consumers provide incremental space for the development of the Hanfu industry.

As the market matures and the number of consumers grows, more Hanfu upgraded products and luxury brands will appear in the future, and people will have a stronger willingness to buy high-quality, high-priced Hanfu.

Industry insiders believe that these are the growth points of the industry in the future.

　　"Now I can see aunts and young men wearing Hanfu. Before this group of people was relatively small." According to Gao Yinhe's observation, as Hanfu is gradually accepted by more people, the number of "comrades" is also increasing.

Not only young women, but also more men and middle-aged and elderly people join in.

　　"Good things are worthy of everyone's admiration." Gao Yinhe told a reporter from Chinanews.com.

　　In recent years, many capital and technological chains have followed the trend and flooded into the Hanfu market, resulting in a relative surplus of the market.

Sun Yi believes that there is no need to worry too much about this.

"In the short term, the Hanfu market will face fierce competition, but the future market size will be very large. This is a long-term judgment, not the next two years." (End)