Source: Bloomberg
Some of the world's most popular fashion items appear in wardrobe all over China. It is almost the same with the same replica. From Lululemon's yoga pants to Hermes International's handbags, the price is much cheaper.
This kind of product is called "flattening" in Chinese, and they are reflected in the trend: Chinese consumers who have previously loved well -known brands have far away from brands.However, "flat replacement" is not a cheap counterfeit product: the prices of products sold by these local manufacturers are relatively high, but it is guaranteed that the quality is the top brand in the world, but there are no trademarks or signs of these brands.
It includes products and other products such as the 3,200 yuan human -shaped flower coat of fashion clothing manufacturer ChicJoc. The company said that this is made from Italian fabrics from a supplier of Prada and Bottega Veneta.
Under the circumstances of economic confidence, Chinese consumers seek more cheap and cheap products, and the sales volume of "replace" has increased since last year.Analysis of the data of the company Zhiyi Technology shows that in the 12 months of July, some top local brands selling cheaper alternatives in China have recorded two -digit to three to three to three to three to three to three in China (Taobao and Tmall in Alibaba).The increase of the number.At the same time, the data shows that some imitated foreign brands have slowed or decreased on the platform.
Although online sales cannot represent the full picture of foreign brands owned by physical stores, the rapid rise of "replacement" products is the latest threat to global retail giants.EssenceUnder the slowdown of the economy, consumers have become more careful, but even the sales of mid -range brands have declined, such as Nike and Uniqlo's Uniqlo.Conversely, the rise of "replacement" is likely to reflect the "new set of consumer values" that Uniqlo calls -the same instinct has prompted consumers to skip the brand middlemen and find products directly sold by manufacturers.
Blair Zhang, a senior luxury and fashion analyst in Shanghai, said that as the traditional concept of luxury handbags symbolizes the reputation status is no longer their only preference, Chinese consumers' understanding of luxury goods is changing.Under the current trend of cautious consumption, people no longer blindly trust well -known brands.Conversely, more rational shopping decisions stimulate people to discuss cheaper alternatives.
With similar quality materials and processes, but there is no surge in copy products of trademarks or brands, the biggest impact on the "replacement" is likely to be the luxury industry. The industry has been impacted in China.The consulting company said in this month's report that "replacement" is affecting the uniqueness of high -end products and may damage their future growth in China.
In the film of the community media, Time Group said that the company's 100 US dollar handbags are almost the same as that of more than $ 1,000 or more, which is the same as luxury brand customers such as Prada, TUMI and Michael Kors.The production line is the same.
At the same time, Chicjoc, one of the largest Chinese fashion clothing brands on Taobao and Tmall, claims that animal fur used to produce its products comes from the same supplier as LVMH and FENDI.Data from Zhiyi shows that the company's Taobao store's annual sales of about 1 billion yuan.
"Beyond expectations"
The Chinese market plummeted. After the annual bonus of Shenzhen stock analyst Ding xiaoaying, she no longer spends thousands of dollars to buy products of designer brands.She said that in recent months, she has bought the Victoria ’s Secret pajamas and shirts of the Victoria’ s Secret.
She said that some clothing expenditures changed their flowers on some unknown brands, and she also praised the quality of these "replace" products.She now trusts them and even wants them to start their own design, so as not to be accused of counterfeit products.
For decades, local brands have been selling cheap alternatives, but they are generally not favored by the middle class. They are willing to spend a lot of banknotes for brand labels and regard them as a symbol of identity.Because the epidemic sealing and control allows people to stay at home and rely on online shopping, the "replace" retailers have entered the mainstream, which has spawned new channels directly facing customers on social media platforms and live programs.
Most people are looking for "flat" products on the Internet. If you find the most similar "flat replacement" as brand products, you can brag about it by sharing.Shoppers can usually order directly in the chat box and receive products within a few days.
A film published by a lady in Douyin stated that production products for global brands are not worth bragging.Therefore, we decided to come forward to use the same level of materials and techniques as luxury brands, as well as the same experienced workers to build our own local brand.
Times Group, ChicJoc, CHANDO, VFU, Hermes, Lululemon, Prada, Tumi parent company Finsi International, Michael Kors owner Capri Holdings LTD. and SK-II's parent company Procter Gamble Co.
