In recent years, the "old money style" has been in the limelight in China, and it represents the brandRalph LaurenIt is also popular in the Chinese market for its low-key and refined design style. And yet, right thereRalph LaurenAt a time of great success in the Chinese market, there is a trend of substitutionWavesBut it has quietly swept in, bringing a huge challenge to this old international brand. This article will take a look at the rise of the replacement trend and its impactRalph Laurenbrand impact and analyze the reasons for it.
In recent years, driven by social networking, the popularity of "old money style" in China has risen significantly. The style is characterized by being understated, sophisticated, and looking rich, especially new in Chinese social circlesMiddle classbegan to become popular. Among them,Ralph LaurenAs one of the classic American brands, it has quickly become popular in the Chinese market because it is deeply loved by celebrities. For China's new middle class, to:Hermesand other traditionsLuxuryThe brand represented also has a high threshold, whileRalph LaurenSuch mid-to-high-end brands are able to meet their needs for value for money. Therefore,Ralph LaurenIt has become the preferred brand for many new middle classes.
In addition,Ralph LaurenFounder Ralph Lauren had a gift for insight. He chose to willPoloAs an icon of the brand, willPoloThis aristocracyExercisewithRalph LaurenThe clothes are associated with each other, so that people naturally associate them with those of the nobilitylifeway to associate with each other. This kindBrand positioningJust right, success attracts attention.
However, justifiablyRalph LaurenWhile the Chinese market is engraved with its own success, the trend of flat replacement has risen rapidly and becomeRalph LaurenA strong competitor.
Replace the trend, that is, replace it with parityLuxuryIn recent years, the Chinese market has heated up rapidly. Consumers are beginning to find that on some e-commerce platforms, they can buy similar ones in a more accessible wayRalph LaurenThe style and texture of the clothing. This trend of substitution is undoubtedly a huge challenge for international brands competing for the Chinese market.
Ralph LaurenAlthough the clothes are positioned at about 2,000 yuan, the flat merchants provide products with similar styles and textures at a relatively low level. This is important for the pursuitFashionableTrendy consumers are not a small **, especially for those who are interested in brandsPremiumConsumers who are less receptive. After all, high-quality, people-friendly products are an attractive choice for consumers.
In addition, on social networks forRalph LaurenDoubts about product quality have further exacerbated the rise of this substitution trend. Consumers found that they spent thousands of dollars on the purchaseRalph LaurenThe quality of the clothes does not match its **, and the problems include pilling, sloppy embroidery, and fat fitting. This led them to question that they were not really buying a product that was really worth the money.
The rise of flat merchants is inseparable from the vigorous development of China's manufacturing industry. These merchants mass-produce relatively low-cost clothing on domestic e-commerce platforms to meet consumers' needsFashionablestyle needs. Although the quality of these flat clothes can not be compared withRalph LaurenComparable, but for some consumers, as long as they can make do with it, it's fine. And, not allRalph LaurenThe products can meet the expectations of consumers, so for those consumers who do not have high quality requirements, flat clothes have also become a good choice.
Ralph LaurenThe dilemma is not only the problem of product quality, but also the brandPremiumand the impact of consumer aesthetic changes. The new middle-class consumers in the Chinese market are increasingly value-for-money, and they are no longer blindly pursuing brandsPremium, and pay more attention to the practicality and cost performance of the product. For consumers who only value brands without considering the actual value, they may be attracted by the trend of substitution and leaveRalph Lauren
Many brands hope to become a hit through marketing, however, if the product itself is not good enough, it will only get faster and faster from explosion to collapse. For international brands, competing for the Chinese market is a long-term, all-round job. In addition to making improvements in positioning, design and quality, it is also important to understand the preferences and Xi of Chinese consumers.
For example,Ralph LaurenSuccess in the Chinese market depends on celebrities bringing goods and promoting healthFashionablelifeway of these two factors. But in the face of quality issues,Ralph LaurenMore attention needs to be paid to the quality and design of the product itself to meet the needs of consumers. In addition, it is also necessary to better understand the competitive environment of the Chinese market and launch product lines that meet the tastes of consumers in order to remain invincible in the fierce market competition.
In the Chinese market, consumers have higher and higher requirements for product quality, and the rise of the trend of replacement is also a challenge for brands, but it is also an opportunity. Brands should further improve the quality and design of their products, build closer ties with consumers, and be sensitive to changes in the market. Only in this way can the brand continue to develop in the Chinese market and avoid the fate of "explosion" turning into "collapse".