Can Chinese Consumers Resist Fur?

According to the world clothing and shoe net, a week ago, the United States light luxury group.

Officially announced that animal fur materials will be banned in the future. The group was the latest to join the anti fur team after Gucci made the same decision in October this year. After years of entanglement between PETA and Michael, Michael Idol CEO John Idol said it had the same name.

And Jimmy Choo will bid farewell to animal fur materials before December 2018.

Also this year, Yoox-Net-a-Porter, the world's largest luxury Electronics Group, has announced that it will no longer be sold.

Commodities, and before those companies joined this year, the anti fur camp has already included brands such as Armani, Selfridges, Stella McCartney and Ralph Lauren.

The company's decision is not risking its performance. Kors said in a statement: "with the innovation of fabric technology, we have the ability to develop materials that are not animal fur. The senses and touch of these materials are different from animal fur."

As more and more consumers begin to value the social moral responsibility of enterprises, brands naturally do not want to risk losing customers due to moral reasons. Relying on technology, enterprises find the best time to ban fur.

In the long term involvement of animal protection organizations and the anti fur action of many brands, the Western fur market has actually declined recently. However, in view of the Chinese market, it is still a growing market.

According to the latest and most complete data provided by the International Fur Trade Association (IFF), the total retail sales of leather in China in 2015 amounted to $16 billion 900 million, compared with sales in Germany, Russia or the United States, which did not exceed US $1 billion 500 million, although these were the main fur markets.

This unbalanced state is not just caused by the population base. Bain consulting data show that in the long run, the scale of individual luxury goods in the US in 2015 is three times that of China and Hongkong. "In the past ten years, the number of Chinese fur has been increasing substantially."

IFF chief executive Mark Oaten said in an interview.

Although the sales of Chinese fur have declined slightly over the past two years, the main reason is that the Chinese government's anti-corruption policy has halted the behavior of the official luxury goods, while the economic environment has also affected the consumption of luxury goods accordingly.

Although young people in China are more concerned about sustainable development and environmental problems than the older generation, and are gradually away from fur, IFF's long-term expectation is that fur will continue to grow in China and other parts of Asia. Luxury consumers in Beijing and Shanghai still have the idea of buying fur as a symbol of status. Oaten said that Chinese luxury goods consumers are more young than Europeans, and prefer wearing casual fur to wear fur, such as jeans and high-end brand sports shoes.

According to the latest report of South China Morning Post, even in Hongkong, consumers have strong desire to buy light fur.

Of course, the size of the fur market in China should also take into account the objective geographical factors. Especially for the two or three line urban residents in the cold regions of China, the local winter temperature will generally drop to 20 degrees below zero. Sander Jacobsen, vice president of animal health and public affairs, said that in these areas, fur is the most practical, and its warmth and durability are well received by consumers. "Jacobsen"

Copenhagen fur company is the largest fur auction house in the world. Like any other raw material, fur is also a commodity and its price fluctuates. Fur producers, including farmers and Hunter hunters, usually sell their fur to buyers and brokers through auction houses, and then provide them with fashion brands.

More than 95% of Copenhagen's fur export products are sold to Asia, especially China. China is the main customer of most large fur factories in Denmark.

Jacobsen said.

China's ethical debate on fur is not as intense as in the west, especially in cities where agriculture and animal husbandry occupy a larger proportion. Animal organizations play a completely different role. "You don't often see the" Disney "animals in the West.

Oaten said, however, concerns about animal welfare do exist. China's fur farms are largely unsupervised and often run out of video about animal abuse. It is reported that more than half of the respondents in random interviews have seen similar videos.

Earlier this year, University of Copenhagen released the global fur trade analysis report. In 2015, China produced about 32 million mink skins, about two times that of 2010. After Denmark ranked China, it produced about 17 million 800 thousand, an increase of 24% over 2010.

Oaten said that the decisions made by brands such as Gucci did affect China's moral choice, because Western consumers, like Western consumers, are also very sensitive to the decision making of several major Western fashion houses.

Jacobsen has a positive attitude towards the sustainable growth of fur in China. "In the past ten years, the retail industry has been growing. Considering the good social and economic factors at present, we have no reason not to believe that this growth will continue."

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