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中国将在19年超越美国,成为世界时尚产业的最大市场

2019-06-24来源:花繁落烬

参考消息网12月11日报道


麦肯锡咨询公司(McKinsey & Company)预测,中国将在2019年超越美国,成为世界时尚产业的最大市场。


据俄罗斯卫星网12月8日报道,麦肯锡报告中说,中国人出现了花更多的钱用于购买奢侈品、娱乐产品和品牌商品的机会。

报道称,中国已经不是第一年成为世界奢侈品和品牌产品的主要消费国。按照贝恩咨询公司(Bain & Company) 的数据,2017年全世界奢侈品购买量的32%都由中国人包揽。排在第二位的是美国人,但他们所占的比例要低得多,仅为22%,整个欧盟加起来才占到18%。

目前,诸如意大利男装品牌杰尼亚(Ermenegildo Zegna)在内的许多世界品牌在把新品推往世界市场前,都首先在中国测试时尚新款,而不是像从前一样首先在美国测试时尚新款。

报道称,对奢侈品的需求主要存在于中国年轻人身上。按照高盛集团有限公司(Goldman Sachs)的数据,中国大约居住着4亿名千禧世代年轻人,他们出生在上世纪90年代末到本世纪前10年之间,人数比欧美劳动人口总数加起来还要多。

报道指出,通常来说,千禧世代年轻人是中国家庭的独生子女,他们从小就习惯于亲人的经常性佑护,从童年时期就培养起了消费行为。与父母不同的是,他们不习惯于担忧未来,而是倾向于此时此地获得一切东西。他们的形象标志是最新款的智能手机和品牌时装。

按照高盛集团有限公司的预测,中国千禧世代的平均年收入到2024年将超过1.3万美元。在这种条件下,对世界奢侈品生产商来说,中国市场当然具有极大的潜力。

但对世界时尚产业来说,也存在不良趋势。中国年轻人正在逐渐放弃追捧外国品牌,而倾心于本国生产商。按照瑞士信贷银行股份有限公司(Credit Suisse AG) 的研究报告,超过90%的年龄在29岁以下的中国人偏爱本土品牌的国产家用电器,这种情况也涉及许多其他商品。

深圳电视台形象造型师、一线明星造型师及高校形象老师刘芯语说,中国年轻人更喜欢国产智能手机、服装和体育用品。中国制造似乎成了优质商品的标签。

她说,中国的设计师、商家早早摒弃了闭门造车的发展思路,充分与国际时尚风向标接轨,将中国特色与国外艺术文化紧密结合,这样的时尚产品其实更加符合国内消费者的审美和需求。

“当然,爱国主义情怀也是一个不可忽视的因素,但绝不是主要因素,中国本土的时尚品牌无论是在审美、设计和生产制造环节都已经达到了一定的高度。”

“至于谈到中国本土品牌能否在世界范围内与国际大牌形成竞争的问题,目前欧美国家的很多消费者都已经开始慢慢接受中国的品牌。”

报道称,刘芯语说,中国时尚趋势开始影响其他时尚世界。古奇(Gucci)、路易威登(Louis Vuitton)等一些品牌已经开始在中国为旗下新品寻找灵感。她说,至少,这些大牌许多新品上的花纹和纹理都明显打上了中国唐朝文化趋势的烙印。


11月24日,在阿联酋迪拜举行的2019春夏迪拜时装周上,模特展示中国品牌的服饰。(新华社)


相关英文报道:

China is set to overtake the US as the world’s largest fashion market in 2019

In 2019, China is poised to reach a milestone that signals how the rebalancing of economic power in the world is reshaping industries with it.

“The year ahead is one that will go down in history,” write consultancy McKinsey & Company and media outlet The Business of Fashion in their joint report on the state of fashion in 2019 (pdf). “Greater China will for the first time in centuries overtake the US as the world’s largest fashion market.”


The wealth of China’s nearly 1.4 billion people is rapidly multiplying, creating legions of new consumers with disposable income to spend on things such as sports, entertainment, and of course, clothes and shoes. It’s shaping the way the fashion industry operates. Italian label Ermenegildo Zegna, for example, now looks to China, not the US, as the place where it tests new products before deciding whether to roll them out around the world.

Many luxury labels already depend heavily on Chinese customers, who have for some time been the world’s biggest buyers of luxury goods, counting the purchases they make both inside their home country and while traveling. Thanks to the ascendance of young shoppers, as well as government policies meant to encourage shopping inside the country, much of that spending is moving back inside Greater China’s borders.

Luxury is only part of the consumption picture in China, of course, particularly since most of the population still can’t afford luxury prices. Sports brands such as Nike and Adidas are investing heavily their Chinese businesses, as the growing middle class has more leisure time and money to devote to exercise and fitness. And then there’s the giant, booming market for inexpensive clothes (paywall). Much of that demand is satisfied not by Western brands, but by local ones such as Heilan Home, Peacebird, and La Chapelle.

Though China has long had a taste for international labels, more Chinese are now embracing homegrown brands too. Achim Berg, who leads McKinsey’s global apparel, fashion, and luxury practice, said during a press briefing about the report at Business of Fashion’s Voices conference in Oxfordshire, UK, that international brands established in the market look to be cooling off some. “We also see that there are local brands now coming up and becoming relevant,” he said. “I think this desire to only buy international brands in the mid-markets is also waning a bit.”

Simon Lock, CEO of Ordre.com, which provides online showrooms to connect wholesale brands and retailers—and boasts Alibaba as an investor—commented during the briefing that he’s seen many of the Chinese students who go abroad to study fashion more often returning home to start their lines, rather than staying in New York or London as they typically had in the past. “They are now all rushing back to Shanghai and Beijing and establishing really good beachhead businesses in China before they start their international expansion,” he said.

As all this continues, so does China’s growth. Kevin Sneader, McKinsey’s global managing partner, pointed out during a talk at Voices that, under a moderate scenario of growth, China will add a number of consumers and spending power roughly equivalent to Germany’s current economy by 2025.

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