Let’s get ready for the advance of luxury made in China. Young consumers of the People’s Republic, which, according to each survey, are the real engine of high-end consumption, feel increasingly attracted to national brands. And not only because they are driven by patriotism, but also because the offer would be improving. Chinese designers and production raise their offer to unhinge the equation that Chinese means low quality.
Luxury made in China
Reporting it was AliResearch, the research institute of Alibaba group, which owns the South China Morning Post, a newspaper that reports the news. Aliresearch, therefore, conducted an investigation of Chinese consumer brands for 2020, observing how consumers born after 1995 buy, for example, Huawei and Xiaomi products instead of Apple. And it is only a matter of time to see the same concept applied to fashion. According to Elsbeth van Paridon, fashion and urban culture journalist, the “prejudices on the made in China label are undergoing a restyling, with a subversive turn”. In short, young Chinese do not think like their parents: and they appreciate Made in China. Looking for Louis Vuitton bags, that many have, is a thing of the past. Boys and girls do not replicate trends, but look for products with which they can express their identity.
Waiting for some feedback
It is still early to compare sales volumes of western brands and Chinese brands. And it will not be in the receipts that the effects of the paradigm shift will be seen first. Aliresearch predicts that young Chinese consumers will spend 180% more on foreign fashion on average than local brands. But with the awareness, greater than that of their parents, that many international brand products are made entirely or partially in China.
But what do local luxury brands offer them? Chinese designers have often trained in European schools, SCMP summarises, and have everything they need to create desirable products. Some of them chose to manufacture in China. Already in 2014, the label “Proudly made in China” had appeared. The magazine gives the example of Guo Pei, Xander Zhou and Samuel Guì Yang, who tried to convey this message. The Chinese manufacturing industry also seems ready. Not only because most European fashion brands have an important component of its production made in China, but also because the nation itself is home to advanced and dynamic companies.
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