It Is Also Necessary To Guard Against "Agnes'S Law" To Carry Out The New Flag Of Consumption.

Recently, all ZARA stores in Wuhan suddenly shut down, causing a uproar. Although the reason for closing the shop may be fire fighting, the reason why it has aroused such widespread concern is that it has nothing to do with fast fashion brands losing China in recent years.

Especially in 2019, although all trades and professions were shouting cold, they frequently went to the fast fashion industry, especially the high street brands abroad. Before NEW LOOK completely withdrew from the Chinese market, Forever 21 declared bankruptcy, and GAP recently announced that its Old Navy will be withdrawn from the Chinese market from 2020 after its independent spin off.

At the same time, the brand of domestic goods is riding on the trend of "national tide" and gradually finds the feeling of home. Bosideng's annual performance is brilliant and achieves a win win in word of mouth revenue. Taiping bird has frequently gained international attention on fashion T, and Lining has also become a new favorite for young people.

In the increasingly fastidious aesthetic preference and personality pursuit of younger generation of consumers, fast fashion has grown up to a low ebb tide. Can the tide of homeopathy rise to the banner of new consumption?

　　 The tide is dead.

From the perspective of the whole market in 2019, the tide and tide in the domestic market showed a polarization.

In addition to New Look, Forever21, Old Navy and other brands have withdrawn from China, the development of international giants ZARA and H&M also showed fatigue.

According to the China Apparel Association data, the number of ZARA and H&M stores in 2019 increased positively, with 7 new stores and 6 new stores, but the growth rate has slowed down a lot. Especially in H&M, the number of new stores in 2019 has dropped from 21 to 6 in the past three years.

In terms of performance, according to the relevant data, from 2015 to 2017, the sales growth of H&M was 19%, 6% and 4% respectively, that is to say, from 2015, the growth rate of H&M's performance in China showed a trend of overall slowdown. In 2018, H&M sales increased by 5% compared to 2017.

ZARA's performance is also not very satisfactory. According to cover news, in the 2018 fiscal year, ZARA parent Inditex Group sales increased by 3%, slower than the 2017 fiscal year sales growth of 9%, net profit rose 12% to 3 billion 400 million euros, also the worst profit growth in the past 5 years.

This performance is also in line with the consumer shopping Outlook Survey data released by ThredUp in 2019. According to ThredUp data, of the 1000 female consumers, 25% said they would stop buying fast fashion brand clothing from 2019, and 54% of the Z generation said they would buy better quality and longer time products. 40% of the Millennium representatives indicated they planned to stop buying fast fashion brands.

But in contrast, local brands are also fast fashion. UR opened 13 new stores in 2018, and the world's largest flagship store officially opened in London WestfieldMall, becoming the first Chinese clothing brand to enter Europe's super market. This trend of development in the most difficult times of the market is rather a trend of "fast fashion of domestic goods".

Moreover, under the growing tide of national tide, a number of old brands have begun to actively seek change, embrace young people, and harvest a new round of "spring" in the "cold winter".

If it is said that in the field of sportswear, carrying the banner of "national tide" is Lining, then in the field of down garments, the old brand Bosideng, who has been exploring and innovating in recent years, has also stood on the draught of the national tide, and has succeeded in reaping the love of young people. According to Tmall data, Boston has been ranked the top three in women's clothing in the past three years. In 2019, double 11 and Bosideng were the second most successful, after only three of UNIQLO.

Also in the trend of the trend of the country to explore the road of fashion, and the national product brand Taiping bird. In the transformation from made in China to Chinese design, Taiping bird embody Chinese culture as a design, and at the same time, promote Chinese fashion culture into the international context. 2019 Tmall double 11, Taiping bird whole brand single day retail sales hit 917 million success, once again refresh the historical record.

In fact, no matter the fast fashion of the European and American streets or the tide of the country, it is fashionable in essence. But in the market environment where Z generation is becoming the main force of consumption, the tide and fast fashion are beginning to show two essential differences. This is why the external tide is gradually declining, and the tide of the country is booming.

On the one hand, the trend of catching up with the tide is faster than that of the rising tide, which is supported by the sedimentation of traditional culture and national pride. According to the China Youth Daily survey data, the younger generation, especially born in the country with strong economic strength and diversified values after 00, has a better sense of national pride than other age groups, 9.38 points and 9.21 points (10 points respectively).

Driven by the high sense of national pride, it is born out of the traditional culture and is also popular among young people. According to Tmall data, the number of Chinese clothing purchased in 2018 increased by 92% compared to the same period last year, and the total consumer market in the Hanfu market exceeded 2 million. Compared with fleeting fast fashion, there are cultural empowerment brands and commodities, and also enable young people to have strong identity and belonging. For example, Hanfu fans are called "gowns", but fast fashion clothes are worried that they will bump into shirts in the street.

On the other hand, the tide of state is the pursuit of individuality and the iteration of self consciousness and aesthetic concept. Once upon a time, the trend of luxury and luxury clothing was the consistent pursuit of consumers, and fast fashion was the use of people's pursuit of big brands. The style of T was hung in the shop window at the fastest speed and cheap price, and became a fashion that everyone could afford to buy.

However, for today's young people, aesthetics has evolved from chasing the fashion of the same brand to the fashion with individuality and characteristics. Thus, a small number of "chao chao" brand has replaced the fast fashion of European and American streets and become a new trend.

Of course, "Youth" has always been a mobile concept. Fashion is also a cyclical trend. But at least now, consumers' pursuit of fashion has changed, and the tide has cooled.

　　 We need to guard against "Agnes's law" to change the direction of the tide.

In the pursuit of young people, with the tide of the country, the brand of domestic goods has ushered in the golden age of development. But to "change the direction of the tide", we need to be vigilant against "Agnes's law".

Behind Agnes's law is a fable story. The main idea is that there are two angels who lodge in the landlord's home. The landlord let the angels live in a cold basement, but the old Angel helped the landlord fill up the holes in the wall. Second nights, at the farmer's house, the couple not only took the rest of the food out to entertain the angels, but also gave their beds to two angels, but when the couple's only source of life, the cow died, the old Angel did not help. The young angel questioned why the old Angel helped the landlord repair the hole on the wall, but did not prevent the farmer's cow from dying. The old angel replied, "when we spent the night in the basement, I saw the brick full of gold from the hole in the wall, because the owner was confused by greed, so I filled up the hole in the wall, and last night, the death came to call the farmer's wife, and I replaced the cow with her."

Popularly speaking, Agnes's law is telling us that sometimes things are not what we seem to be, and we have to think deeply about the nature of things through appearances.

In recent years, when Lining, Bosideng, Taiping bird and other brands have gone out to sea show, constantly trying to cross border marketing, and actively embrace the "young communication way" such as live broadcast to reach more Z generation consumers and achieve great success, many brands want to copy the same road for themselves to play the "national tide" label, so as to counter attack. "Mantis finance and economics" thinks that the brand of Chinese goods wants to ride the wind and wave through the tide of the country, but it needs to notice the essence from the appearance.

　　 1, going to the sea is the essence of the national tide.

Indeed, fashion week and trend show are one of the best ways to wash the local flavor. Lining, Bosideng and Taiping bird are also the key to the fate of the international fashion week.

But in the few minutes that broke out on the fashion week, these brands accumulated a few years of strength from brand positioning, product design, and refreshing stores. Just like Lining, the Chinese Lining series, which is not only the Chinese logo on clothes, but also the series of "enlightened Dao", is a product innovation integrating cultural elements.

But many brands only see the appearance of sea show but ignore the essence of self innovation. This is why, according to WWD statistics, the number of domestic brands that came out of the sea in 2019 reached 55, but Semir, XTEP and other brands, which once used to occupy a market place, even though they had been on the overseas fashion week, failed to get to the national tide and let themselves stand up again.

　　 2, the star carries goods is the channel product design is the king.

The fans economy is a force that can not be underestimated in the world of young people who are popular in culture and culture. Especially in today's highly developed information, the stars wear on the airport and the streets, and seconds are likely to be sold out under the online and offline minutes, which is why the brand favours the popular stars for their endorsement. Just like Boston's designer of the high teh joint series, it has become a popular trend in the world.

The star takes the goods, is the brand carries the channel, but between the star brand and Bosideng, perhaps, is also separated from too many does not understand the product design innovation.

　　 3, cross boundary marketing is a good way to share brand resources.

Every year, there are dozens of cross border cooperation between Taiping birds and tea lovers, with cats and mice, with hunger and even with the glory of mobile phones. After a series of cross-border activities, Taiping bird defines the core values of youth culture with the concept of "Taiping youth", guides and outputs every cross-border "Taiping youth" brand values. These cross-border operations into the minds of consumers, according to win big data, let Taiping bird become "the 2019 most beautiful shopping center favorite clothing brand in the first half of the year".

In fact, "mantis finance" believes that many brands of Chinese goods have been trying to catch young consumers. Among them, cross border joint names are the most popular means. It seems that those brands feel that they need to do more than one cross-border joint name, even if they are on the road of national tide, they can win the hearts of young people. But those brands that put the patterns and logo on clothing even if they crossed the border must know that there is a good story about the sharing of brand resources.

It is undeniable that the brand of domestic products is changing the direction of the tide. But the idea of young people is changing all the time, and the trend of consumption is changing one after another. When the tide of the country is coming, the brand that can seize the opportunity can usher in a huge outbreak. But "fashion is fleeting, only the wind is perpetuating". No one knows where the next tide will go. In this endless stream of consumption, it is probably the time to seize the consumer's heart.