Connecting New Consumption And Empowering New Business -- 2017 China Fashion Conference Held In Wuhan

In November 1st, the "2017 China Fashion Convention" hosted by the China clothing association and the Wuhan people's Government of the Qiaokou District was held in Wuhan.

Renowned trend marketing expert, know Meng consulting CEO Xiao Mingchao was invited to attend the "2017"

"Fashion consumer insight and precision marketing" special field, and published a theme speech entitled "consumption upgrading, fashion evolution and innovation communication".

As the most high-end, authoritative and largest industry conference in China's clothing industry, hundreds of industry leaders such as Xu Honglan, vice mayor of Wuhan Municipal People's government and chairman Guo Guangchang of Fosun Group attended the conference.

Xiao Mingchao, founder and CEO of know Meng consulting agency

Xiao Mingchao first made an interpretation of consumption upgrading. He pointed out that clothing is the primary category of consumption upgrading in terms of clothing, food and housing.

With the improvement of people's living standard, people want to be able to dress better and dress more fashiontally.

Clothing is the starting point of fashion. All peripheral products, such as accessories, bags, etc., are based on the trend of clothing as a reference scale.

Thus

We need to think about how to cope with the upgrading of consumption in the digital age.

The upgrading of clothing industry should reflect the spirit of new craftsmen from the perspective of how to apply new materials and new technology to fashion elements, and create new brand and new trend brands that meet the needs of young people and consumers.

In addition, social media should be used to create new popular culture and new styles.

The upgrading of consumption is not a simple price escalation. For the clothing industry, the current hot topics of consumer upgrading include personalized production and intelligent manufacturing.

The changes brought about by these new technologies are not simply raising prices.

For consumers, consumption upgrading is within the scope he can afford, finding the optimal solution of product consumption and brand consumption.

Therefore, how to create a lifestyle and attitude that matches consumers' self style is a need for clothing brands to think about.

Xiao Mingchao then talked about "fashion change". He said that the fashion of Chinese consumers today is diversified. Technology is a fashion. Automobile is a fashion. Island tour is also a fashion, and the border of fashion is being widened.

As for the clothing brand, we must understand that China's fashion consumer market is a diversified brand coexistence market. International and domestic classic brands, fashion brands and niche brand designers will coexist.

thus

We need to consider how to build a diversified product structure, and combine the ethnic user segmentation with the brand oriented to different crowd.

Xiao Mingchao keynote speech

Finally, Xiao Mingchao said that in this era of digital communication, although the fashion industry is leading in fashion trends, it is not ahead in digital marketing.

Clothing brands need to learn how to deal with the communication context in the mobile Internet era.

To carry out digital marketing, first of all, we should seize the young people. The clothing brands that young people like will be personalized. In marketing, the most popular trend is hip hop. Young people like lightweight content dissemination. New digital marketing methods such as jitter, short video and so on will become an important means of communication between clothing brands and consumers.

Secondly,

Learn to combine situations.

For example, sportswear can be combined with outdoor and sports situations, and can also be combined with elite venues, and even can do some cross-border cooperation, such as UNIQLO and QQ music cooperation, online and offline to form experience.

Clothing companies can also build their own IP and do content marketing.

Because clothing itself is a carrier that can create topics, it can create a free IP with brand style and let the content flow.

The advisory body has been committed to plating the insights of new trends into a strategy that can be applied to enterprises to help enterprises to carry out mass media.

Xiao Mingchao, founder and CEO of the advisory body of know Meng, has been invited to participate in the relevant high-end clothing forum sponsored by the China Fashion Association.