How to market your high-quality fashion brand in China
Posted: Thu Jan 23, 2025 9:08 am
Consumers in China are generally looking for multiple types of products that stand out from the average. Although the fascination with all things luxury is still a hot topic, there is a high chance that it has reached “breaking point” mode: expensive and seemingly exceptional luxury items are not coveted as passionately as we are used to seeing. Showing off is no longer an interesting option as long as the accelerated pace of society and technologies continues for decades.
Premium brands are cool, not fancy old fashion brands
High-end products remain important to Chinese consumers; they seem italy phone number list be wiser and more thoughtful about the importance of shopping “smartly,” while turning to trendy items, not necessarily out of reach, to show their specificities and uniqueness to others and their surroundings.
DIGITAL IS TRENDY AND GREAT IN CHINA
Differentiation has always been the most desired and cherished aspect by people, so being “fashionable”, “cool”, “outstanding” are not just mere behaviors, but also the creed of modernity. Quality over high prices is a newly adopted way of thinking by these mainland Chinese consumers; user experience and brand reputation, products that can shape their personality and individuality, are more appreciated.
The test results in facts and figures: a slight slowdown has been perceived in the Chinese market, which revolves around the entire luxury market in 2015, a drop of 2% with an estimated amount between 110-115B RMB. Men's fashion, watches of all kinds and leather goods are the main strengths of mainland Chinese luxury, whose growth strategy must be redefined through a more personalized and localized marketing impact, knowing that the brand is not as crucial. Many consumers still buy luxury watches like Rolex, although not at an incredibly fast pace, more willing to exchange for less and buy more, including high-end quality expectations.
WHY THIS SLIGHT CHANGE?
Several reasons behind these consumers' behaviors have changed: the dominance of e-commerce. The number of Chinese consumers who adopt the online shopping system continues to increase overnight, being directly responsible for the "launch" of a specific segment and largely managed by Alibaba, whose objectives are dual: to make them more informed, responsive and to provide guidance in their purchasing habits. They can devote more time before making decisions on high-end products, accessibility has been emphasized: a wide range of products is detailed and features are better explained than before. A mindset oriented towards wise consumers, compared to those who rush to be part of the first to buy the most fashionable product that has just come out, stressed by exaggerated advertising. Another key point may be the digital advance, almost everything is within reach with the use of smartphones, the design of websites is not adequately optimized: developing the Chinese language is no longer an option, especially when smartphones are used by a large majority. Items that are considered too expensive are not a priority.
Premium brands are cool, not fancy old fashion brands
High-end products remain important to Chinese consumers; they seem italy phone number list be wiser and more thoughtful about the importance of shopping “smartly,” while turning to trendy items, not necessarily out of reach, to show their specificities and uniqueness to others and their surroundings.
DIGITAL IS TRENDY AND GREAT IN CHINA
Differentiation has always been the most desired and cherished aspect by people, so being “fashionable”, “cool”, “outstanding” are not just mere behaviors, but also the creed of modernity. Quality over high prices is a newly adopted way of thinking by these mainland Chinese consumers; user experience and brand reputation, products that can shape their personality and individuality, are more appreciated.
The test results in facts and figures: a slight slowdown has been perceived in the Chinese market, which revolves around the entire luxury market in 2015, a drop of 2% with an estimated amount between 110-115B RMB. Men's fashion, watches of all kinds and leather goods are the main strengths of mainland Chinese luxury, whose growth strategy must be redefined through a more personalized and localized marketing impact, knowing that the brand is not as crucial. Many consumers still buy luxury watches like Rolex, although not at an incredibly fast pace, more willing to exchange for less and buy more, including high-end quality expectations.
WHY THIS SLIGHT CHANGE?
Several reasons behind these consumers' behaviors have changed: the dominance of e-commerce. The number of Chinese consumers who adopt the online shopping system continues to increase overnight, being directly responsible for the "launch" of a specific segment and largely managed by Alibaba, whose objectives are dual: to make them more informed, responsive and to provide guidance in their purchasing habits. They can devote more time before making decisions on high-end products, accessibility has been emphasized: a wide range of products is detailed and features are better explained than before. A mindset oriented towards wise consumers, compared to those who rush to be part of the first to buy the most fashionable product that has just come out, stressed by exaggerated advertising. Another key point may be the digital advance, almost everything is within reach with the use of smartphones, the design of websites is not adequately optimized: developing the Chinese language is no longer an option, especially when smartphones are used by a large majority. Items that are considered too expensive are not a priority.