Chinese Beauty Is Willing To Pay For High Fashion Design.

If European and American fashion designers feel bitter about their credit crisis, they can come to China to see: here, more and more China. New rich women Willing to pay for high fashion design. In China, the number of senior clubs for millionaires is increasing rapidly, and many of them are female members. These women will pay 10000 dollars for a designer evening dress very quickly without blinking their eyes.

"Chinese are new arrivals in the global market, and they are eager to learn fashion," said Sebastian Suhl, Asia Pacific CEO of Italy fashion brand PRADA. fashion It represents status, but luxury is also a bridge to bring them to the modern world.

According to a survey by Merrill Lynch and consulting firm Capgemini, in the past five years, China has grown by about 10% annually, and has created more than 345 thousand new wealth people with more than one million dollars in personal assets, 1/3 of whom are women.

Even middle class women with less than one million bank deposits are willing to use their savings to buy designer fashion products. In Communism China, which is increasingly obsessed with wealth, designer fashion has almost become an ultimate symbol of status.

Zhang Ning, a 30 year old manager, has never been to France, but the well-dressed woman says she likes to wear Hermes, which is the expression of style. "I like that kind of simple design, which makes me feel elegant," she said in the manager of an electric company in Guangzhou. For me, France represents elegance: fine fashion and good wine.

As an emerging market for luxury brands, Chinese people are eager to show the expansion of purse strings through the costumes of distinguished brands. Louis Weedon and other luxury goods manufacturers have benefited greatly from this strong demand growth. The women's clothing brands such as Hermes are now aiming at the more fussy grade needs of the super rich.

"The mainland market is still very focused on accessories, but we think this trend will change," said Alex Bolen, executive director of New York luxury brand Oscar de la Renta. The brand's luxury cocktail dress is priced at US $10000, and the price of its evening dress doubles.

Cocktail party Clothes & Accessories Of course there is a market. But what surprises us is how amazing it is for our customers to accept our day clothes.

　　 Market guide

To guide this trend is Lane Crawford, a luxury brand store in Hongkong. They will be regarded as the top brand member in the west, but designers who are not well known in China are bringing them to mainland China.

The first store in Beijing opened in October last year to further expand its influence in China, such as Alexander McQueen and Stella McCartney, while Mccartney, Van Noten, Hussein Chalayan and Rick Owens are among the more popular designers.

At the same time, China's fashion editor has also become an important promoter of European fashion.

"This year, women who earn 5000 yuan a month may start their own businesses next year, so the market is very exciting. Her first luxury may be Louis Weedon's handbag, but in a few years she may choose a more niche brand, such as Marni.

According to a survey by MasterCard, the most popular high-end brand in China is Chanel (Chanel), followed by Armani (Giorgio Armani). Luxury brands can easily sell their perfume and cosmetics in department stores in China. But for the fashionable clothing series, they compete fiercely for the pavements and customers of a few high-end shopping centers in Shanghai, such as Hang Lung Plaza (Plaza 66) and Beijing Lian koff. The rental of these stores is sky high.

"The rent they pay is too high, but they think it is an investment in the Chinese market," said Marcel Braun, executive vice president of DKSH, a Swiss company in Hongkong. It provides consulting services for luxury enterprises to expand their market.

"15 years ago, luxury brands came to China and left. This situation will not be repeated again. China is very important. "

　　 Correct mode

Analysts say China's luxury market is still toddling, and high-end retailers are groping for the right sales model.

Lian Crawford said that its Beijing store is only the first stop in the long term plan, and other stores will be launched in the future.

Retail analysts say that building a flagship store may be the best way for luxury goods to gain brand recognition and exclusive recognition in China, rather than dozens of brands crowded into a high-end shopping mall. However, due to the high price of the top commercial area, the location difficulty and cost of building flagship stores in China are very high. To rush out of Beijing and Shanghai and expand the market is the next step for these brands. According to Credit Suisse statistics, Shenzhen in the South took the place of Chengdu in 2007 to become the highest per capita consumer of luxury goods in mainland China, while the scale of luxury goods in Shenzhen and Wuhan doubled. Braun said that for luxury brands, in the fast developing northeast city, such as Dalian, its development opportunities are better than those in the southern cities. Zhang Ning went from Guangzhou to Hongkong to buy Hermes products, because there was no sales tax, and the price of luxuries was 30% cheaper than that of the mainland. Hongkong, as a long known luxury market, has also provided a wider choice for designer brand. Macao has also become an important shopping destination for large numbers of mainland tourists as the US gaming industry has made big progress in the past few years.