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The Rise Of Chinese Brands: "Fashion Week" Has Ushered In 55 Chinese Apparel Brands.

2019/10/8 13:56:00 0

Fashion Week

Youth is already a commonplace. Domestic brands are the most energy consuming and financial means of many marketing tools in the international stage, but they are still the only way to go. The reasons behind it are causing more and more thinking.
The four fashion week of September this year is very lively, and only fashion week has ushered in 55 Chinese clothing brands. It provides intensive information flow and business contacts. The meaning of fashion week is to gather media and buyer resources in a short time. It is also the period when the world's top traffic and public attention are highly concentrated in a year. For domestic clothing brands, running a show during the international fashion week is undoubtedly the best opportunity to harvest a great deal of heat in the mainland in a short time.
According to fashion business news, the appearance of China's clothing brand PEACEBIRD Taiping bird, which has just reached the international stage of fashion week in early September, has appeared on the fashion week and released the new series of big show, becoming the only domestic clothing brand that also released men's and women's clothing at the same time.
Different from the competition and competitive theme displayed in fashion week, PEACEBIRD shows more in the fashion week than the fashion of China's "COOL GIRL & BOY" in the new world, placing itself in the global fashion context.
Among them, the products include the "PEACEBIRD HARRY POTTER" series co operating with Harry Porter and the independent young designers such as ANGUS, who have been selected as LVMH Prize global top 21, aiming to "empower the new generation of independent design force and provide a broad platform for the exploration of the Chinese designer supplier industry". The beginning.
It is noteworthy that the "PEACEBIRD HARRY POTTER" was launched on the whole line before the show, while the top stars in China, Huang Zitao, and so on, first dressed in this series of clothes to warm up, combined with the series of products of the four magic academy badges in Harry Porter, which sold a new record in one minute on sale day, showing that fashion week combined with the superposition power of product marketing.
The joint series of PEACEBIRD WOMEN x Angus Chiang also revolves around the theme of "cool girl", reinventing the popular fluorescent colors in geometric creative form such as color blocks or colored bars, and recombining them with classic color systems such as khaki and coffee, and then expresses the inner self of "cool girls" from many aspects through the deconstruction technique of Angus Chiang.
PEACEBIRD MEN also fully displayed the potential of breaking the boundary line in the fashion week. The collision between the simple items such as suits, jackets, down garments, vests and sweaters and metal elements such as rivets, reflective materials, stereo pockets, and black masks should be combined to complement the series of shoes designed by the STUDIO HAGEL main person Mathieu Hagelaars, specially designed for chain design, and seek unlimited possibilities outside the boundaries.
In addition, the anticipated PEACEBIRD MEN x FELIX Felix cooperation series was unveiled for the first time, and the humorous chili cat print blended the whole show match. The show is more amazing, showing two new down tech clothing sets, 3 new functional GORE-TEX fabrics. The heating film can realize the fast heating function, and the functional fabric has the perfect wind proof and waterproof function, so that the fashion technology can give the fashion life infinite possibilities.
PEACEBIRD emphasizes that the brand hopes to present an imaginative and dynamic China's "COOL GIRL & BOY" image through the new series of themes and the collision of free exchanges, while interpreting the power of Chinese design. The "PEACE" from PEACEBIRD represents the current dialogue between young cultural scene and more "China".
With the continuous globalization of China's fashion power, the appearance of domestic brands in the international fashion week is no longer new, but there is very little in the show. How to maximize the commercial value of a big show has become one of the most concerned topics in the industry.
  Sea show shows support for Chinese design
In less than a month, Taiping bird landed on the two major international fashion week, and became the only brand that also released men's and women's clothing at the fashion week. This is the first case in the domestic apparel industry. As one of the representatives of Chinese clothing brand, Taiping bird is trying to make the outside world pay attention to Chinese design through international publication.
According to LADYMAX, the Taiping bird's sea going plan is not without trace. As early as 2013, Taiping bird has tried to acquire international fashion resources in various ways, and try to expand overseas markets.
In February 2018, Taiping bird, which has been growing for ten consecutive years, has been selected as one of the first season brands in China's first week of fashion week, founded by CFDA, the fashion designer of China and its strategic partner. In February this year, Taiping bird showed the new generation of Chinese youth boundless creativity in the name of "Youth Made China" to the international market.
Although this is the third time that Taiping bird took part in the fashion week, it was the first time to enter the fashion week. But the domestic clothing brand is still new in the international arena. In the current changing environment, we need continuous efforts to make qualitative changes.
Zhang Jiangping, chairman of Taiping bird, said in an interview with Xiu Xiu that the domestic clothing brands had to admit that they are still following the mainstream trend of the world. Therefore, flying to the world is in the hope of gradually integrating themselves into the international environment, because integration is the first step in the game.
Zhang Jiangping further emphasized that integrating the positive attitude into the international fashion trend and the international trend stage is the responsibility that the domestic clothing brand must face now, and it should also shoulder the responsibility. But he admits that there is still a long way to go for Asia or China to lead the global trend.
In fact, Chinese fashion has always had the ambition of "going out". However, the three essential factors of brand strength, timing and platform are indispensable. Whether it is official organ or enterprise holding a mixed dish fashion show, or individual brands in overseas markets alone, it is difficult to form a climate. There is no clearer plan for the purpose of "going out" whether it is cultural output or commercial expansion.
As an international clothing brand rooted in the Chinese mainland and has 25 years of development history, Taiping bird has found a truly exportable export with the help of the scale effect of multi brands, comprehensive cultural output and business expansion. "We were outside, but we must admit that those international brands are ahead of you. Only when facing the reality can you change. With a positive attitude, it will be integrated into the international trend and international trend. This is something that this generation of enterprises must face. "
"The current Pacific bird may not be qualified to represent China's design, but as a member of" China brand ", Taiping bird should dare to stand on the world stage and express its own design spirit, and also need to express its pursuit of self innovation through big show. This is the key to win customers' trust in products and brands.
With the development of China's economy and the constant adaptation to the changing economic environment, Taiping has become one of the representatives of the "Chinese brand" whose terminal retail sales exceed 10 billion yuan. Under the backdrop of the vigorous growth of China's economy, Taiping bird took the lead in putting the "made in China" cultural logo on commercial clothing, and shouted the slogan of "national tide" at the same time, focusing on the new generation, leading the contemporary youth to feel the trend of Chinese culture.
Some analysts have pointed out that over the past ten years, Chinese fashion has gone through the awakening in the globalization tide. The domestic clothing brands represented by Taiping bird began to rise through brand upgrading, but in front of them is how to achieve sustainable growth, and how to internationalize and seize opportunities.
  Left hand value, right hand creativity
Careful observation is not hard to find. Since 2018, Taiping bird intends to integrate "youth culture" into the brand DNA, setting up its unique cultural value. On the one hand, it attracts young consumers' attention through running shows, joint cooperation and offline activities. On the other hand, brand innovation in cultural connotation and content marketing has also aroused widespread concern in the industry.
The inspiration of "COOL GIRL & BOY" comes from the insight of Taiping bird on the present life of young people. More and more self character and independent spirit are the greatest characteristics of contemporary Chinese youth, and also important guidelines for brand younger and brand segmentation.
However, after the freshness of the first landing of the international fashion week, the Taiping bird has to make more changes if it wants to maintain the theme and enhance the brand influence. In addition to the sea show, cross-border joint names are also important clues for the rapid rise of Taiping bird in recent years. According to the fashion business express, since 2018, Taiping bird has launched a joint series with IP, including Sesame Street, PLAYBOY, Phoenix Bicycle and so on. Frequent crossover has created an endless stream of topic fever for Taiping bird, and has helped to successfully help the 1995 brand to reverse its original image in the minds of young people.
The joint venture's territory is even more integrated with international fashion culture. Taiping bird constantly explores and activates "design power", including TROUBLE ANDREW, REILLY, OPENING, CEREMONY, France independent brand tudes Studio, design brand THE OWNER and so on, which have been deeply linked with Taiping bird.
At the same time, Taiping bird upgraded last year's "Taiping youth" and launched the slogan of "my Taiping era", encouraging young consumers to widen their boundaries and establish their own territories. In addition to the brand's own content creation and output, Taiping bird also works with multiple media platforms to further explore and interpret the concept of "Taiping era".
According to the fashion business Express monitoring, under the promotion of FashionModel and other fashion media, the topic of "Harry Porter" as the theme of the Taiping bird show up quickly on the day's hot search. The reading volume of the related topics approached 60 million, which attracted the attention and positive evaluation of young consumers. Some netizens were more direct, and the show pictures were more attractive and attractive than the series publicity photos.
Zhang Jiangping said that the spread of fashion week is different from the international stage. Taiping bird actively integrated into the international trend platform, hoping to become a brand that consumers can see and be willing to see, which is a clear demand for an enterprise. He stressed that for commercial purposes, artists can not pursue too strong and self aesthetic, "business can not be done, consumers are not interested."
As consumption patterns and tempo become faster and faster, cross boundary is undoubtedly a good way to get consumers to understand the brand proposition most directly. The essence of joint names is actually making the brand communicate with young consumers and resonate. "In fact, joint name itself is a good thing, but the brand must find its own position. From birth to now, Taiping bird has been insisting that we are a young brand, a fashion brand, a brand that emphasizes individuality, "Zhang Jiangping added.
To be sure, Taiping bird is gradually becoming a domestic clothing brand that knows best after 95. In 2018, Taiping bird business income increased by 7.78% to 7 billion 712 million yuan, and net profit rose 27.51% to 572 million yuan, a record high. In the first half of this year, Taiping bird achieved a total operating income of 3 billion 120 million yuan, and the net profit attributable to shareholders of listed companies was 132 million yuan. In the 500 top list of 2019 Chinese private enterprises released by the 500 summit of the 2019 private enterprises in China, Taiping bird became one of 12 selected apparel enterprises, and the threshold for this list is 18 billion 585 million yuan.
   The need is not a fashion show that ends in 10 minutes.
But the Taiping era is still a beautiful vision for Taiping bird.
After the improvement of brand confidence, the rise of the national tide seems to be a natural thing, but there are two basic driving forces behind it. One is the consumer's expectation for the tide of the country and the pride of the local clothing brand. This is the core driving force of the national tide. The brand is only based on this "mass base" to help consumers achieve their expectations.
The second is the revival of revival. With the acceleration of the pace of work and life, consumers will begin to look back on classics. This explains why in recent years, the brand of memory in the memory of the force and the White Rabbit candy will come back to the consumers' eyes. "When everyone is too fast, you will want to have some classic things out, but do not want to copy the original, but there are more current expressions, more interesting, and even pleasant surprises. I remember that the Taiping bird was like that. Now he feels that the original elements of the brand remain there, but when used in the most fashionable way to express it," Zhang Jiangping explains so.
In Zhang Jiangping's eyes, the essential link between the tide and the sustainability of the brand lies in whether it can finally return from the national tide to the brand itself on the draught. In the final analysis, it is still related to the consumer level. Nowadays, the young people who have a clear mind need to have a clear demand without brand instruction.
So this year, there are more Chinese designers in the Taiping bird show at the fashion week. Apart from Angus Chiang, the accessories shoes on the show are also the independent designer brand, which is jointly designed by PEACEBIRD WOMEN and Li Min and Zhang Xiaoyu. The brand GRAPE of YVMIN, the independent designer of shoes and shoes, is co produced with 3D printing form. The aim is to start with the details, start with the exploration and innovation, and inspire the new generation independent design force, so as to provide a broad platform for Chinese designers to explore business.
Taiping bird stressed that for many brands, what they need is not a fashion show that ends in 10 minutes. Therefore, they can not only consider from the input of business, but stand at the height of an enterprise or a brand. The stage is different, and the benefits generated are different.
As for the high cost of overseas show, Zhang Jiangping said, "carrying out the fashion attitude with hosting the big show is a move that has been pushed forward since its inception." the sea show is only part of our annual budget. In the second half of the year, we have already planned the next step in 2020, which is actually planning, which is only an input in the whole economic activity. " Last year, Taiping bird's investment in design and development reached 113 million yuan, up 29.48% from its 2017 figures, according to fashion business express.
Now it seems that Taiping bird is satisfied with its input and output in the international fashion week stage. With the improvement of brand influence, both online and offline members and potential consumers will receive the signal of Taiping bird through different channels. In the long run, the brand will naturally generate additional value and premium, and at the same time, the brand identity of consumers will go up to a higher level.
Only a single brand's voice influence is always a little thin. So the focus of the next move is how to expand its influence and cooperate with the most popular and most popular brands and enterprises, and firmly control the right to speak. At present, Taiping bird has reached the first cooperation with glory.
Zhang Jiangping stressed that the volatility of earnings is normal. In addition to the fashion week, Taiping bird will make online pre-sale, and then catch up with the market according to market reaction. It is a valuable investment closed loop. From the point of view to the end, it is only a starting point, so that a brand can be constantly exposed in the industry or inside the circle, and it is always not the point that every brand can do.
In the process of change, we do not want to go out. How to make the brand younger, more competitive, more personalized, closer to consumers, how to use the new retail channels to open up the brand, and how to make the whole organization younger and lighter? This is the moment all the domestic brands need to face, and this is also an opportunity to face change.
When the clothing industry's most essential manufacturing power, creativity and electricity supplier windows are stuck together, Taiping's fashion pattern starts in China, not in China. Any group and idea will be out of date, but the gene that always keeps conversations with consumers will not, and the Pacific bird is creating more possibilities in its own way.

Source: Fashion headline writer: Zhou Huining

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