别董大高适,家具搭配,柏宝利
加入世贸组织后，中国的时尚品牌在国际舞台上越来越活跃。中国时装品牌正处在不断学习和克服困难的过程中。通过中国服装品牌30多年的发展，西方发达国家之间的差距正在缩小，尤其是在21世纪。随着中国人综合素质的提高，文化自信和文化自觉逐渐进入一个新的阶段。在这种情况下，中国人往往更关注创意和中国特色元素，更感兴趣和自豪。中国服装品牌主要以创意设计和经济材料为特征，一方面中国设计师逐渐统治着时尚界，另一方面中国设计师在服装品牌设计中面临着诸多挑战和障碍。接下来将讨论中国服装品牌的优势、劣势、机遇和威胁。
After entering into the WTO, the Chinese fashion brand becomes more and more active in the international arena. The Chinese fashion brand is in the process of continuous learning and overcoming difficulties. Through the development of more than 30 years of the Chinese fashion brand, the gap between the western developed countries is narrowing down, especially in the 21st century. With the overall competence of Chinese strengthening, the cultural confidence and cultural conscious gradually moves into a new stage. Under this circumstance, Chinese tend to focus on the creative and the Chinese featured elements in design with more interest and proud. The Chinese fashion brand is mainly characterized by creative designs and economic materials, whereas on the one hand the Chinese designers gradually rule the fashion world, and on the other hand the Chinese designers face numerous challenges and obstacles in the design of fashion brands. The following part will discuss the strengths, weakness, opportunities, and threats of Chinese fashion brand.
中国时尚品牌在时尚界呈现出以下优点。第一，中国服装品牌的链条越来越成熟，竞争力越来越强。时尚品牌是外界了解中国发展的窗口。中国服装品牌以出口为主导。整个产业结构是以出口为基础的。随着定位的变化，中国服装品牌从出口转向内需。毫无疑问，内在必要性可以刺激中国经济的消费（魏周，2009年，第311-343页）。下图10显示了中国服装随着时间的推移而不断发展。这种发展表明，中国服装品牌正逐步走向成熟阶段。随着技术的发展，网上购物成为消费者交易的主要方式。电子商务是时尚品牌最有效的发展模式之一。但是，为了跟上机遇的步伐，中国时装设计师需要了解经济、社会和人口结构的变化，这些变化塑造了消费者的形象和购买方式。（Yuval和Max 2012）中国发生了许多变化：收入增加、城市生活、高质量教育和更大的流动性。经济概况的变化已经并将继续是形成消费人口统计的最重要的一点。中国人致富的速度是惊人的快：2010年到2020年，城市消费者的家庭可支配收入将翻一番。The Chinese fashion brand presents the following merits in the fashion world. First, the chain of Chinese fashion brand becomes more mature and more competence. The fashion brand is a window for the outside to know more about the development of China. The Chinese fashion brand takes export as its main leading direction. The overall industry structure is on the basis of export. With the changing of the positioning, the Chinese fashion brand has been changing from export to inside necessity. There is no doubt that the inside necessity can stimulate the consumption of the Chinese economy (Wei & Zhou, 2009, pp.311-343). The following figure 10 shows the increasingly development of Chinese clothes with years. This kind of development shows that Chinese fashion brand is gradually changing into a mature stage. And as the development of technology, online shopping is a main way of consumer’s transaction. E-commerce is one of the most efficiently developmental patterns for fashion brands. But to keep pace with the opportunity, Chinese fashion designers need to understand the economic, societal, and demographic changes shaping the profiles of consumers and the way they purchase.(Yuval and Max 2012) Many changes take place in China: rising incomes, urban living, quality education and greater mobility. Changes in economic profiles have been and will continue to be the most important point in forming the consumer demographic. The speed of Chinese getting richer is dramatically fast: each household disposable income of urban consumers will double between 2010 and 2020.
Figure 9 Sale records of Chinese clothes from 2006 to 2015
Second, Chinese fashion brand undertakes momentous and tremendous transformation and revolution. Since the opening-up in 1978, the Chinese economy and society undertake numerous changes in every industry and there is no exception in the Chinese fashion brand (Chen et al., 2014, pp.150-160). In the past thirty years, China has witnesses the equivalent outcome as the foreign countries in one or two centuries. The design of the fashion products is more adaptive to the consumers in design and it can also direct the sense of beauty and enhance the consumption mode of consumers. Once the consumption mode changes, it is necessary to change the products into a carrier to serve the whole service value, among which the good design and creation is a way to pass the sense of beauty and the outlook of the designer.
Third, the development of Chinese fashion brand presents the self-improvement and prosperity of the Chinese culture (Cody, 2015, pp.90-92). For instance, in the 2014 APEC the Chinese style –Tang Clothes is popular around the world, showing the traditional Chinese elements in design as well as the soft power of China. The emergence of Chinese elements and Chinese signs demonstrate the discourse more of China. Under this context, it means when the economic development reaches a new stage, it can demonstrate the culture conscious and culture powerful (Wei & Zhou, 2009, pp.311-343). Under this circumstance, China is gradually joining into the world and the world knows more about China. In this combination and integration, we need to use the overall value to judge the fashion standard. From the above mentioned, it can see that Chinese fashion brand presents its own feature in some degree and its international position enhances greatly. The outlook of Chinese fashion brand is promising and optimistic.
Figure 11 2014 APEC with traditional Chinese clothes
However, after entering into the WTO, the great contrast between the backward of the Chinese fashion brand and the well-developed of the western countries presents. These kinds of difficulties mainly show in the following aspects such as leading the fashion, positioning the market, the predication and discourse power. First and foremost, fashion leading ability is weak (Tavoletti, 2009, pp.655-670). Second, the power to control the market needs to improve and it is hard for them to position the market. In the former part, it mentions that there will be probably 3,000 new shopping malls opening in the next 2-3 years (Yu, 2011, pp.11-19). Driving this expansion of retail space is the Chinese Government’s focus on accelerating domestic brand’s consumption in order to reduce the reliance on manufacturing exports. It is an important policy and opportunity to the development of Chinese fashion design. However, how to use this opportunity is a question ahead. Currently, some developed countries strictly restrict the anti-dumping act of the Chinese products. Hence, it can see the positioning of the Chinese good needs to focus on the high level consumers rather than the lower ones.
Third, the predication and discourse power is far behind the western countries. The discourse of power of fashion brand is still in the westerners’ hand (Chen et al., 2014, pp.150-160). The development of Chinese fashion brand is far behind the former. Thus, if the latter wants to narrow down or even surpass the former, it needs to enhance its cultural power and soft power.
China as the second economic entity in the international arena possesses a large market share, and the consumption presents more vigor and competitiveness (Yu, 2011, pp.11-19). The design of the Chinese fashion needs to keep pace with the development of the world and maintain its own features.
Chapter 6 Uniqueness of Chinese fashion designer brands
With the interaction with the foreign countries, more and more Chinese fashion brands come out. The Chinese fashion design brand is unique with its own characteristics. This part will analyze the fashion design industry in China from the aspects of complicated fashion consumers, identity recognition, fashion select-shop and business channels in details.
The sophisticated fashion consumer in China
The Chinese fashion brand is different from that in the foreign countries. For instance, the long established brand in the foreign countries may change its designer but its essence will maintain (Wei & Zhou, 2009, pp.311-343). With the opening-up, Chinese industry changes from planned economy into the market oriented economy. The fashion brand undertakes the tremendous changes, especially since the 1990s when many important domestic companies alter its development in the domestic market changing from processing into brand marketing. However, with the foreign brands come into Chinese market at the same time. The market competition becomes fiercer and fiercer (Cody, 2015, pp.90-92). Meanwhile people’s consumption sense becomes mature and forms the buyer market, many companies realize that it is difficult to satisfy the necessity of the clients with higher psychological needs. Under the new market competition environment, China's clothing enterprises to win is the key to the new batch of management ideas in the original way of product competition, is a “strategic turning point” for clothing also. At this point, costume design also has been basically formed, the designer is really up to mention agenda important. At home it will be represented by “Shanshan” enterprise costume design as the soul of the brand and industry performance is an important factor. Invite designer to join, and caused a designer whirlwind, fashion designers are unprecedented attention, government departments are also know the industrialized costume design, expect to designers and brand the binding energy of accelerating the formation of China's garment industry, the national brand to the world, to become an international brand. |
