Source: Bloomberg
As China ’s consumption demand is weak, the sales of some brands have still achieved double -digit growth, which shows that the world’ s second largest economy is not dark.
Although the top luxury brands and discount retailers are troubled by the downturn, a few consumer goods companies have achieved the "astronomical number" performance that is no less than the period of China's economic prosperity.
"In a challenging macro environment, Chinese consumers have become more mature and rational," said He Xiaoqing, president of Cornes Greater China; she pointed out that they are increasingly valued value and quality."Only by meeting these needs well can retailers have the opportunity to win."
The secret of their success is:
Sam
Wal -Mart's membership warehousing retailer Sam Member Store is up to the Chinese supermarket industry.From fresh agricultural products to baked goods, beverages to home supplies, Sam's various products have caught customers' hearts.Shoppers often share their favorite Sam products on social media, reflecting the enthusiastic pursuit of their middle class.
One of the factors of Sam's success is to adopt the strategy of "less is more", rather than providing various brands, prices and various quality products on the same product, making it difficult for customers to choose.Sam only sells the leaders in similar products, either the brand that existing in the market, or the self -owned brand MEMBER ’s Mark, which cooperates with suppliers across the country.
"This is like they have chosen for you," said Xiaomai ZHANG, a member of Shanghai Sam in 2014."You can buy what you need directly, without having to have more brands, which makes the shopping experience easier and stress -free."
Provide this customer experience to help Wal -Mart's comparable sales increased by 13.8%year -on -year as of July 31. During this period, Sam China member revenue increased by 26%.
Lululemon, Ariter Bird
With the increasingly popular lifestyle of 500 million middle class, the attractiveness of sports and leisure and leisure clothing, which is very fierce in the era of the new crowns, seems to have risen.This boosted the growth of Lululemon Athletica Inc. this year, although it faces the competition of massive "replace" products.In the latest quarter of July 28, the company's net income and comparable sales in mainland China increased by 34%and 23%, respectively.
Each company is learning and using the influence of companions to attract this changing shopping group.Nowadays, the athletic sportswear is promoted to one of the "middle -class" on social media.
Therefore, some iconic outdoor jackets of this Canadian clothing manufacturer are not surprising in Tmall -Alibaba's e -commerce platform -being snapped up, although local brands also have similar products and prices are requiredIt is much cheaper.The owner of the brand Amer Sports Inc. (bought by the consortium led by China in 2019) is announced, and sales of Greater China increased by 54%year -on -year. The western brand's local performance exceeded the Anta brand.
Ernan Cui, a Chinese consumer analyst in Longzhou, said that China's middle class is now mainly millennials. They are now more unique and are no longer limited to mass market products such as Nike and Adidas.
This also explains the growth of relatively small sports brands such as On Holding Ag and HOKA, and most of their running shoes in China are more than 1,000 yuan.
Tennis Star Federer Investment ON said that net sales in Asia Pacific in the second quarter increased by 74%, mainly due to the strong sales of Japan and China.HOKA continued to expand after Chinese consumers became obsessed with the brand.For example, Hoka's hot -selling product TOR SUMMIT sold out as soon as it was launched.Although this pair of shoes does not look special, its main selling point lies in its excellent buffer and shock absorption function -not only suitable for running but also suitable for work and daily wear, thus becoming a comfortable Chinese consumers who seek value for value.Shoes choice.
