Fashion And Luxury In 2019 Face Many Opportunities And Variables

According to the world clothing shoes and hats net, 2019

Luxury goods ushered in many opportunities and variables.

Consumption upgrading will lead to industrial upgrading, and consumption globalization will become the next step of consumption upgrading. Global quality products will be consumed by Chinese consumers and bring huge opportunities.

China is the second largest in the world after the US.

In the market, capital and giants pour into the market.

According to Bain Consulting's 2018 Global Luxury Market Research Report, Chinese consumers will occupy at least 45%.

And will buy half of the luxury goods in China, and the difference in the price of luxury goods is decreasing.

And physical stores will also integrate more online and reshape the store's goals and missions.

Purchasing: sunset industry

The implementation of the electronic commerce act and the assistance of the electronic business platform almost all channels of supervision, so that the purchase is basically nowhere to hide.

According to people familiar with the matter, at present, because of the implementation of the policy, many purchasing WeChat has been sealed.

And since January 1st, the French luxury goods group LVMH will intensify its efforts to investigate and deal with the supply of non counters.

Since the implementation of the "electricity business law", many overseas purchases have begun to temporarily converge.

At the same time, according to a luxury brand intellectual property agent, the brand has been carrying out checks on the non counter source, and has intensified supervision and punishment. The brand side has also not supported the sale of products on the unofficial platform.

In addition, according to a notice issued by a new business law in the circle of friends, WeChat will avoid the sensitive words such as brand name, bank, pfer, trading and Alipay, and once WeChat is sealed, it will be a permanent title.

It also said that the new album on the product will not have the brand LOGO and the official name.

Beijing price appraisal expert management office luxury appraisal expert, Zhang Chen, the founder of luxury goods and easy to shoot, said that after the implementation of the "electricity business law", many purchasing agents began to wait and see attitude and wait for the opportunity to go back to their old businesses. However, under the thorough investigation of the "electricity business law", luxury purchasing will be difficult.

At the same time, it is estimated that luxury brands will gradually unify the price gap in 2-3 years, and the country will cut tariffs again.

Therefore, under the influence of brand and policy supervision, tariff reduction and brand reduction, the industry of luxury purchasing is bound to disappear.

Electricity supplier: a new force has sprung up

In 2018, the digital marketing of luxury brands appeared to be explosive. And in 2050, online sales will account for 25% of the total luxury goods market, far higher than the current 10%.

In 2018, the flow of large numbers of households constantly shuffled, and the rise of new software such as jitter, small programs and so on, was a wave of Marketing craze.

At the same time, the retail industry will usher in the scene of the whole era. There will be no further integration between online and offline. Human voice recognition, AI intelligence, VR and AR will be widely applied to the retail sector. Offline experience will turn online pactions into online pactions and experience. Internet and high technology can even achieve more than offline consumption experience.

Zhou Ting, the dean of the Research Institute, said that Internet technology has given birth to e-commerce, thus opening up an innovation and baptism in the retail industry.

On the basis of this, the analysis and application of big data were born, which accurately matched the information of buying and selling, and made the operation more efficient, which greatly reduced the paction cost of customer's choice and paction of commodities.

With the vigorous development of online payment, the exploration and pformation of the retail industry as a whole become more integrated.

In addition, the dispute of traffic volume is pformed into the contention of evaluation system, and the value of brand choice lies in the evaluation system.

The dispute of traffic volume is coming to an end. Competition for customers will be changed into contention right. The evaluation system has the function of flow.

Luxury: sinking two or three lines

Luxury brands have begun to slow down the expansion of the first tier cities and aim at the two or three tier cities as the dividends of luxury brands are disappearing.

RET Rui Yide China commercial real estate research center data pointed out that in 2017, the number of luxury stores in the two or three tier cities accounted for 27%, accounting for 7.83% higher than the previous year, reaching the highest value in the past four years.

In 2016, the proportion of luxury stores in the two or three tier cities was 19%.

At the same time, data show that Louis Vuitton Chengdu store has ranked the top three in China in terms of annual sales of 900 million yuan, second only to Beijing and Shanghai. Prada, Ermenegildo Zegna and other brands in Chengdu have also ranked third in China; Gucci's first day sales in Zhengzhou have exceeded 100 million yuan.

Zhou Ting told reporters that the two or three tier cities have a super line brand to continue to open shop.

First tier cities cover limited cities, and there is still demand for urban expansion.

The reason why luxury brands are surging to the two or three tier cities is that the market share and coverage of luxury goods in these cities have not yet been fully stimulated, but in the process of layout, brands will still face difficulties in customer resources, communication channels and activities promotion.

In recent years, the whole brand of luxury goods industry is tightening up shop. Therefore, the layout of the two or three tier cities needs a new way to do a large number of non store sales system and activity system to trigger local customers, but in this process it will be difficult to reach the local wealth crowd.

Tide card: coming from behind

At present, the mainstream of consumption is concentrated on the younger generation. This group consumption advocates individuality, but consumer preferences are also changing rapidly.

The rise of the tide brand seems to have caught many fast fashion brands unprepared, and the fashionable avant-garde brand has achieved a strong outbreak.

Off-White has achieved rapid growth in the past two years, and has opened up shop in a row, gradually gaining market share.

At present, although Supreme does not have a physical store in the Chinese market, the brand's popularity is still spreading.

At the same time, in the past two years, luxury brands frequently joined in the tide card. Before LV, there were many Supreme co stars. After that, many luxury brands such as Off-White and RIMOWA and Jimmy Choo were jointly signed.

According to the industry analysis, the superiority of Off-White in design is that it does not lose the high street sense of Rick Owens, but has a stronger identification degree, and does not lose the recognition degree of Givenchy, but has the youth tide flu.

The style of leisure sports will be the ultimate attribution of fashion, because comfort and individuality are more in line with the social trend of liberalism, especially for young people nowadays.

New growth point: customization

Customized industrialization and large-scale development can be customized. The customized service platform based on Internet and big data will end the brand era and bring huge business opportunities.

Customization services are no longer limited to advanced customization and luxury brands.

Reporters learned that Muji has launched embroidery workshop business at the store. The products purchased by consumers in the store, including products that have been purchased, can be embroidered on clothing or environmental protection bags.

When the Temple store sells bags, it also offers customized nameplates and other services.

Zhou Ting believes that customization has become a new development direction for all brands, and there are great opportunities for customized brands or customized services. Customized brands will become the focus of commercial retail real estate investment. Comprehensive or professional customization centers will become a popular format.

At the same time, with the online platform experience and customization center will become the two or three line city brand retail biggest growth point.

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