The Clothing Industry Has Set Off A Trend Of Private Customization, And Local Luxury Brands Are Turning Around

Recently, at the 2013 Beijing International Top Private Goods, High end Life Exhibition and Jewelry Appreciation Fair (hereinafter referred to as "High end Life Exhibition"), it was found that the biggest feature of this year's exhibits is "customization", which is full of personality, brand and cultural elements. From airplanes to dolls and jewelry, they are all handmade, rare and precious, highlighting taste.

A staff member of Dejue western-style clothes is pulling a ruler to measure arm length, collar circumference, waist circumference, chest circumference, leg length, etc. for a spectator.

"When measuring, consumers must stand upright, their arms droop naturally and breathe slowly." While measuring for customers, the above staff told our reporter that some people have a difference of one or two centimeters in the length of their arms, and some people are too thin or too fat, which requires customization.

stay Dejue dress In the view of Le Mengyun, the marketing director, private customization is a huge and potential market.

Le Mengyun told our reporter that Dejue western-style clothes started more than 20 years ago. At that time, Chinese people were still unfamiliar with the concept of tailored suits, and few people had the idea of customization; Now, with the rapid expansion of the tailored suit market in the past two years, the tailored suit stores have sprung up like mushrooms, and the competition is becoming increasingly fierce.

Le Mengyun said that compared with the tens of thousands of suits that can be made in an assembly line factory in a day, Dejue western-style clothes can be made into a suit. From fully communicating with customers to fully understand their appearance, character, style, etc., to first tying a trial "wool sample" with cheap fabrics, and then tying a "light sample" with high-grade fabrics selected by customers, through repeated communication and modification, The longest production time is 180 days. However, few customers think that the time is too long, because the custom suits and consumption are "not impetuous".

The reporter found at the exhibition that not only suits can be customized, but also leather shoes, jewelry and furniture, tourism products, cars, private planes, etc.

"At present, with the continuous improvement of the living standard of Chinese people, private customization has gradually become a climate in China, becoming one of the ways for the new rich to show their own taste and value." Zhou Ting told reporters, of course, most of these private customized products are expensive, ranging from tens of thousands to tens of millions or even hundreds of millions of yuan, which can be said to be "mysterious luxury goods".

Zhou Ting predicted that with the rise of the new generation of social backbone, people's high-end and personalized needs are becoming increasingly prominent, and private customization will become an indispensable part of people's life.

　 China will create local luxury brands

"With the rise of private customization, a number of high-end brands in China are rising," said Zhou Ting.

Take the exceptional brand that Peng Liyuan, China's "first lady", wore during her visit.

When Peng Liyuan first appeared in front of the public as the "First Lady", Chinese people were impressed by her noble temperament, and also speculated about the brand of her clothes.

　　 Peng Liyuan The exceptional brands they wear have become popular overnight.

"This has not only pushed Chinese local brands to the international market, but also enhanced the confidence and recognition of Chinese people for domestic brands, and promoted the development of China's local high-end brand market." Zhou Ting told reporters that due to the huge market and increasingly influential culture, besides clothing, China has great potential in tea, liquor A number of local luxury brands have been born in the fields of jewelry and other traditional crafts and technologies.

According to the China Luxury Report recently released by the Wealth Quality Research Institute, although the global luxury market faced many pressures in 2013, the annual growth rate is expected to still reach 11%. Among them, China undoubtedly contributes a lot. China's luxury market is divided into domestic consumption and overseas consumption. In 2013, the domestic consumption of China's luxury market will reach 28 billion dollars, with an expected increase of 3%; Overseas consumption will be further strengthened, reaching US $74 billion. Together, the total consumption of luxury goods by Chinese people in 2013 will reach US $102 billion.

Which brands will become the first local luxury brands in China? According to the 2013 Fortune Quality List, the top ten brands of Maotai Liquor, Tongrentang, Zhonghua Tobacco, Wuliangye, Shanghai Tang, Exceptions, Jicao, Seagull Watch, Shangxia and Zhuyeqing are most likely to become the first batch of local luxury brands in China.

Local brands still need to improve their internal skills

"China still faces many difficulties in the process of cultivating local luxury brands," Zhou Ting told reporters. First, consumer psychology. For a long time, the psychology of "worshiping foreign countries and fawning on foreign countries" in luxury consumption has been very serious. When talking about luxury brands, most Chinese people think of and recognize foreign brands; Second, channel occupation. In the 1990s, foreign luxury brands entered the Chinese market and occupied the best stores and positions with low costs; Third, communication channels. Foreign luxury brands have occupied important pages of high-quality media at low prices, while Chinese brands will pay a high price if they want to do the same publicity.

In view of this, Zhou Ting suggested that in order to cultivate local luxury brands, China still needs to practice internal skills: on the one hand, Chinese enterprises should learn from the management experience of foreign luxury brands, improve brand management level and build brand image; On the other hand, enterprises need to reserve a large number of talents, including design, management, brand, marketing and other talents. For the government, it should give preferential policies, taxes and other aspects to promote the high-end of Chinese local brands.

"The construction of luxury culture is not achieved overnight. luxury brand It is the foundation of building a luxury brand to apply traditional elements, adhere to brand characteristics and make breakthroughs in technology. " Zhou Ting believes that if China wants to create a local luxury brand, it must adhere to three principles: persistence, persistence and suffering, that is, adhere to the brand value of luxury brands, adhere to the highest level of the market, and slowly accumulate in the harsh market environment.