With a large population base, China has become the largest market for apparel production and consumption in the international market. The world’s largest clothing brands have entered the Chinese market. China has a relatively complete industrial chain of clothing and textile production, export and consumption.
1 The Brightness and Darkness of China’s Clothing Market
With a large population base, China has become an international clothing market The largest market for production and consumption. The world’s largest clothing brands have entered the Chinese market. China has a relatively complete industrial chain of clothing and textile production, export and consumption.
Over the years, international fashion clothing brands such as Uniqlo, ZARA, Adidas and Nike have gained the majority of their share and profits in the Chinese market. Among them, Uniqlo’s Chinese market has become the second-highest market share after Japan, and it has long become a well-known fast fashion brand in China. Related to the influence of Western market magazines in China, China has taken control of the mainstream of fashion clothing. However, while the international clothing market share continues to increase, it has also brought a series of market reflections to Chinese local clothing brands.
The development of the domestic clothing market lacks originality. China’s entire fashion and apparel industry has a strong supply chain, but only a few domestically produced apparel brands have succeeded. Domestic clothing factories focus on OEM production and imitation for international fashion clothing brands, and lack a deep understanding of Chinese consumers. Chinese consumers’ expression of fashion and individuality has been formed. This has also caused a long-term lack of Chinese local brands to discover brands that are in line with China’s national conditions but have a lot of personality. Moreover, China’s locally designed clothing brands also lack investment in original personnel and insight into the original brand image. Their positioning is vague and it is difficult to produce unique clothing.
2 Failure is inseparable from the erosion of international fashion culture
The past In the advertising age, brand advertising only requires money-burning marketing on TV to achieve brand awareness. In the creative era, a unique idea can generally captivate a group of advertising audiences, and brand communication at that time will also usher in an explosion of unique ideas. However, in the digital age, brand marketing is moving toward integration. Consumers have become rational to a certain extent. However, in the face of China’s rapid economic development, Chinese consumers’ distrust of local brands has become a deep-rooted reason. International brands that represent aesthetics and quality have become consumers’ first choice.
Lack of confidence in domestic culture has become a factor restricting domestic clothing brands. In the past, Chinese people’s first understanding of fashion came from the control of the Chinese fashion market by international market clothing brands. When modern clothing was introduced to China from the West, domestic local clothing brands were still in the early stages of development. The concept of brand image had not yet sprouted, the development time was short, and other factors, as well as the invasion of international fashion concepts, made the original independent brands with unstable foundations crumbling. As a result, Western countries have seized the right to speak about clothing and fashion, and China’s weak fashion culture has since become weak. Moreover, under the promotion of the spirit and aesthetic concepts of international fashion brands, China’s local understanding of fashion has gradually been forgotten.
However, in the era of digital marketing, with the domestic exploration and dissemination of the value of traditional Chinese culture, Chinese people are becoming more and more confident in Chinese culture. In particular, high-quality Chinese clothing brands continue to rise. In the patriotic With enthusiasm and a high degree of cultural confidence, China’s local high-quality and low-price domestic brands have updated the Chinese people’s understanding of fashion, which is also a major reason for the rise of national fashion in recent years.
3 How can Chinese clothing brands retain the hearts of Chinese consumers?
International clothing brands occupy the vast majority of China’s consumer market, which also has profound implications for how to build local clothing brands and impress Chinese consumers. The success of Uniqlo’s fast fashion clothing brand is inseparable from accurate market positioning: simplicity. Basic and versatile styles are the product characteristics of Uniqlo. Consumers who take high quality and low price as their consumption concept will generally generate demand. Our country’s local brands have captured the minds of consumers and can establish a differentiated brand image.
In addition, establishing an independent brand cannot just copy and paste, but needs to give full play to local cultural confidence. After all, world-class clothing brands do not have a deep understanding of China, so they need to learn from the advantages of these brands. , you can also integrate brands and products with Chinese characteristics, and use cultural heritage to build the mindset of Chinese clothing consumption.
Conclusion: Hard-core Chinese culture continues to gain the attention of Chinese clothing brands and domestic consumers. In the further future, it is believed that my country’s national fashion brands will become the first-class in international fashion and become the fashion choice of international and domestic consumers.
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