"2021 China Fashion Industry Consumption Research Report - National Tide Revival" (hereinafter referred to as the "Report"), produced by the Fashion Industry Research Center of Tsinghua (Qingdao) Academy of Arts and Sciences and the Fashion Group, and the survey data is partly produced and provided by "Ipsos (China)".
Taking the new "Trends Model" of humanities and sciences as the research yardstick, relying on the big data of brand cooperation of the fashion group in 2021 and more than ten classic cases in the past two years, combined with more than 1,000 consumer survey questionnaires covering all ages and cities, and in-depth interviews with a number of brand executives, the report conducted an extensive history, current situation and future of many consumer fields such as clothing and apparel, beauty and beauty, lifestyle, automobiles, jewelry and watches in China's local fashion industry. In-depth discussion and analysis have found and highlighted the key factors for Chinese local fashion brands to win the modern fashion consumer market with personalized aesthetic expression and value proposition.
The connotation and extension of "fashion" are constantly deduced with the times, and the driving force of its industrial development is closely related to the four major forces of industry, science and technology, culture and commerce. In recent years, the industrial structure has been upgraded, the talent pool of the industry has increased, and the local fashion industry has truly merged into the fast lane. From the dominance of overseas brands to the blossoming of local brands, the rise of these four forces has brought great changes to the consumption composition of the domestic market, promoted the rise of trillion-scale industries, and witnessed the changes of the times since the reform and opening up.
This report identifies six dimensions of the fashion power model: Technology & Innovation, Recognition, Excellence, Nature, Design and Spirit.
Through the methodology of the fashion power model, the report refines the key to the success of Chinese brands in the fashion field. It is expected that through the combing of multi-dimensional elements, it will provide more accurate business practices for local fashion practitioners and guide the direction for domestic brands that will surely sail away.
Apparel and fashion, beauty and beauty, cultural tourism, home decoration, automobile travel, jewelry and watches, this report selects six major areas that are closely related to consumer life for research. From a professional perspective, combined with the analysis and demonstration of classic cases, the overall status quo and case response of the domestic fashion industry under the epidemic situation are taken as the starting point, and the opportunities and challenges faced by domestic brands are analyzed in detail.
The report focuses on the consumption attributes of the new era, through the demonstration of fashion force model, the analysis of six vertical consumption areas, and gives consumption suggestions in the post-epidemic era:
1. Pay attention to the expansion and improvement of data applications to the business, extend the media platform while returning to the attention to high-quality media, pay attention to the creation of brand concepts and value propositions, and tell the brand story;
2. Solidly link with consumer emotions, enhance the ultimate pursuit of product quality, and catalyze the identity of consumer groups in Z generation;
3. While keeping the classic tradition, we will continue to exert efforts in design innovation, integrate the traditional national culture gene and the concept of green environmental protection, and promote the national tide to step out of the country with a new attitude.
ANTA, Hua Xizi, Chow Tai Fook, Great Wall Motors... The report talks about some Chinese brands that have performed well in excavating Chinese culture, thinking about the Chinese market, and talking to Chinese consumers in recent years, hoping to peek into the leopard and bring a new multi-perspective interpretation of the phenomenon of "national tide rejuvenation". "National tide" is a phased marketing trend that Chinese brands actively explore, aspire to independence and mature. The gradual development of a new generation of brands, dominating the market, and ultimately having a mature and self-consistent business philosophy and philosophy is a gradual process and a systematic project.
The "rejuvenation of the national tide" is closely related to many factors such as the awakening of Chinese brands, the iterative innovation of technology, the growth and maturity of Generation Z, and the changes in consumption habits brought about by mobile Internet. Fashion Group, as China's leading fashion media organization, we believe that there is no vocabulary that can comprehensively summarize the innovative power of Chinese consumer brands, and Chinese brands should not be simply labeled. We have recorded and analyzed the performance and needs of brands at different stages of development and different economic environments from a new professional perspective on fashion, which has played a role in promoting the true internationalization of China's fashion industry.
Fashion leads the future, fashion forces rely on the future, the national brand of the new era is reviving, and the future of the new national tide has come. Bringing Chinese manufacturing, Chinese tide and Chinese culture to the world and influencing the world is the shoulder and vision of our generation.
About The Fashion Industry Research Center of Tsinghua (Qingdao) Academy of Arts and Science Innovation:
The Fashion Industry Research Center of Tsinghua (Qingdao) Academy of Arts and Science Innovation is a cross-border innovation institution jointly built by Tsinghua (Qingdao) Academy of Arts and Science Innovation and Fashion Group. Fashion Group is a leading fashion lifestyle media group in China, with 13 well-known media brands such as Fashion COSMO, Harper's Bazaar and Mr. Fashion, and has a wide influence in the consumer, media industry and fashion industry.
In response to the strategy of building a cultural power, an education power and a talent power, the center takes the insight into the changes in fashion consumption, promotes the innovation of fashion thinking, and empowers the development of the future fashion industry as the vision, through the chain of "IP incubation + research consulting + enterprise training", promotes the combination of scientific and technological innovation and user value, promotes the development of the fashion industry and information and creative services, meets the needs of talent, design, cultural innovation brand upgrading and industrial development, and creates a leading brand in the global fashion service industry. The best partner for innovative resource aggregation platforms and fashion information services.
Based on a large number of preliminary research and external research, the center launched the "2021 China Fashion Industry Consumption Research Report", which aims to observe the changes in consumers' fashion consumption behavior in the post-epidemic era and the response strategies of fashion brands, especially in the context of the rise of the national tide, to think about how this unique cultural phenomenon leads the new consumption trend, so as to promote the transformation and upgrading of the fashion industry, enhance the influence of local brands at home and abroad, and achieve sustainable and high-quality development.