Show Show: 2016 Shanghai Fashion Week "Wear YUE Future" Theme Forum Held Ceremoniously

Are you ready for consumption escalation?

Talking about

What do you think? Nowadays, whether design, material and technology, or the quality of life and aesthetics conveyed by it, fashion has gone far beyond the meaning of "wearing" itself.

Through fashion, we can look back at the past and feel that now, we can also wear the "YUE" future.

(Cui Yiyun, President of fur China Greater China), Copenhagen

October 17th, 20

The "YUE future" theme forum was held in The Langham Xintiandi Hotel.

Zhou Ting, President of the Institute of wealth studies, doctor of economics, Yang Lang, cultural and art consultant of Hainan group, Ma Lin, President of Lana Marks Greater China, IBM, general manager of the retail and consumer goods industry department of IBM, and many famous entrepreneurs from Copenhagen fur and grass global leader Julie, Cui Yiyun, President of Greater China.

At the beginning of the forum, Zhou Ting, President of the Institute of wealth studies and Dr. Ph.D. in economics, gave a keynote speech and shared the development trend of the luxury market in the context of consumption globalization.

She said that in October 2011, the Institute of wealth research found three major inflection points in the Chinese market: inflection points in China's housing market, inflection points in China's stock market, and inflection points in the allocation of high-end asset consumers in China. Judging from this, it is judged that brand diversification and diversification of consumption will become the mainstream ecology of China's high-end consumer market in the past 10 years.

Zhou Ting believes that in the future, the whole market will no longer be dominated by a big brand. There will be more high-end, niche, customized brands entering the Chinese consumer's perspective, and the consumer market will become more diversified and customized.

Zhou Ting recalled that in 2012, the Institute of wealth quality first proposed "de LOGO", but at that time, luxury goods sold in China were large LOGO.

But then,

Sure enough, they began to "go LOGO" on products, which is also a precursor to branding in the minds of Chinese consumers.

Do Chinese people want brands when they do not want LOGO? No, consumers will be concerned about the elements of the product, and whether the design is original enough and the quality of service is not enough. What they want is a self identification logo, so the stage of "de LOGO" is "de branding", which will be verified in the Chinese market in the next 5-10 years.

In addition, Zhou Ting also shared her judgement on the trend of future consumer market.

She said that although the Chinese bought 46% of the world's luxury goods in the past few years and occupied half of the world, 2016 should be the worst year for luxury goods sales.

Therefore, the Institute of wealth quality put forward the concept of "planned consumption", that is to say, Chinese consumers will move towards a rational and planned consumption mode.

She also said that she strongly agreed with Ma's concept of "the concept of e-business will disappear", especially for the luxury market.

Because for the luxury market, service and experience are the most important. This is not a problem that e-commerce can solve. E-commerce mainly deals with the path and behavior of brand marketing.

It is the concept of vanishing. Luxury is actually an industry that will soon disappear.

The rise of customization will destroy some brands.

Zhou Ting believes that the brand of the whole industry in the future will mainly include the following parts: from the low end to the high end, they are traditional mass brands, customized products and non branded products, and to the tip of Pyramid, high-end designer brands and ultra high end customizations. Pyramid

In the next round table discussion, Ma Lin, President of Lana Marks Greater China, shared her unique view.

She said frankly that the impact of consumption upgrading on high-end luxury brands such as Lana Marks is indeed very significant.

In fact, consumption upgrading is inseparable from consumers.

When entering the Chinese market, Lana Marks has studied Chinese consumers in depth.

Research finds that Chinese consumers and European and American consumers

There are two significant differences: the first is the younger age, the main consumer groups in Europe and the United States are over 40 years old, while China is at the age of 25. The second point is that Chinese consumers are showing off, while European and American consumers pay more attention to their individuality and their needs.

Today, China's 80 and 90's become the main force of consumption. The environment for their growth is relatively abundant. They have received good education, pay more attention to personalized things, pay more attention to performance ratio, not cost performance.

As for consumption concept, cultural and art consultant and cultural scholar Yang Lang, HNA Group, said no matter what it is.

Or other consumption, the brand that you always wanted to wear represents yourself, which is actually a question of self-confidence.

The technology and platform of IT now fully support the "small and sophisticated" mode.

The upgrading of consumption is not the pursuit of luxury, but the pformation of the upgrading of human consumption.

(Copenhagen fur global leader Julie Maria)

Julie Maria, the global head of fur industry in Copenhagen, believes that the European market and the Chinese market are very different. There are obvious differences in the behavior patterns of consumers. But the love for beauty and nature is always common. Finding the right communication channels with consumers will be the key to the future development of enterprises.

Cui Yiyun, President of Copenhagen fur and greater China, puts forward that consumption trends can not be judged solely by institutional data, nor can they copy the experience of experts, but rather uphold the consumption values and ideas of enterprises.

IBM cognition general manager of retail and consumer goods industry department, Gao Rui, points out that enterprises often divide the online and offline people too clearly, but as consumers, they often do not have the awareness of the sub regional line. Therefore, enterprises must think clearly about the consumption experience, and there are still a large number of brand upgrading needs and all channel needs in the market.

In fact, from brand to quality, from quality to sophistication, consumers' expectations of product services and customer experience are changing substantially.

The upgrading of consumption is not only reflected in the change of consumption tastes and the improvement of consumption ability, but also the change of consumers' spiritual pursuit and consumption behavior.

In the embrace of the industrial ecosystem and the upgrading of consumption, luxury enterprises still have a long way to go.