How many do you know about 15 brands that are loved by millennials?

In 2016, the entire market was in a downturn, and many brands experienced losses, reshuffles and even closed stores. Halfway through 2017, the consumer market in the first half of the year is mixed. Then, in the first half of 2017, what are the consumer markets and what are the worries? What brands are outstanding and worth learning?

In the first half of 2017, a mixed consumer market

According to the latest retail data released by the National Bureau of Statistics of China, the year-on-year growth rate of China's total retail sales of consumer goods in the first half of 2017 has increased compared with the same period in 2016, and the entire consumer market showed signs of weak recovery. Although the market is still facing a severe test, it can still see the self-breakthrough of the corporate brand and various positive phenomena, such as: borrowing the power of capital to achieve listing to expand its influence; to meet diversified consumer demand, and various brands Jointly realize cross-border cooperation; large-scale acquisition of brands and rapid advancement of the market. Many brands have these gratifying actions, but unfortunately, low gross profit margins, brand aging, unclear positioning, personnel changes and other issues still plague major brands and enterprises.

In the first half of 2017, it was deeply loved by Millennials and consumers.

In the first half of 2017, it was well received by the Millennials' favorite brands Top15 list, with 10 retail outlets, including apparel/shoes/collection stores/cross-border composite stores; 2 catering brands on the list, children and children There are 3 leisure and entertainment lists, of which clothing has the highest proportion, up to 54%.

From the above two charts, we can easily draw the following conclusions:

Fashion trends have always been the main theme of consumption

In the proportion of subdivision, the proportion of clothing category is as high as 54%. With the change of the times, the 80/90 and later consumers who are known as millennials become the main force of Chinese consumption, and with the arrival of the consumption upgrade, their demand for fashion trends is growing, and they are more inclined to young and individual. s brand.

Pursuit of health is the overall consumption trend

With the popularization and importance of health concepts, salad brands, sports brands, sports and fitness fields have become a favorite category for millennials, and catering, leisure and entertainment conform to the concept of healthy consumption, from positioning, management and experience. And so on, the key to "health".

Segment market space into "hot items"

In order to expand the promotion channels and improve the brand's radiation, many brands have launched various types of sub-brands, and the men's and children's wear markets have become popular among brands.

Multi-business, diversified, cross-border new trends in the industry

In the list of the list, the brand category presents a situation of arguing over the flowers, covering consumers' food, clothing, housing and travel. At the same time, the boundary of the business is becoming more and more blurred, and cross-border gameplay is emerging. Every merchant is looking for the model that best matches the brand tone, trying to extend the consumer. In the store time to achieve turnover growth.

The brand is most keen to enter the first and second tier cities

In terms of the selection of the stationed area, the brand tends to be in East China, North China and South China; in terms of city level, it is preferred to be a second-tier city.

Fast fashion: quietly after the silence, the outlook is still optimistic

Affected by factors such as consumer preference shift, fierce competition and serious homogenization, the overall market growth rate of fast fashion in 2016 slowed down. However, in the first half of 2017, fast fashion brands began to quietly accelerate, and the number of stores increased by 16% compared with the same period in 2016. Although there were only 3 fast fashion brands listed in the first half of the year, there were 2 seats occupying the top 5 of the list, which shows that the prospects are still considerable. In terms of performance, the growth rate of China and even the entire fast fashion market is slowing down. At the same time, fast fashion is being attacked by “super fast fashion” and “slow fashion”. Therefore, many brands are trying new fields, and many brands are sticking to them. With its own advantages, the position has successfully attracted the attention of consumers and stood firm in the market.

KM: Provides the fashion that young people need and protects their wallets

Compared with other fast fashion brands with slower growth rate, KM, the main designer of the Nordic style, has developed rapidly since entering the market. With the cheap, fashionable and rich menswear, the domestic market is rapidly spread. And positioning just hit the urban young people's thirst for the cool image and individuality. In addition to popular products, the brand also pays great attention to the operation and maintenance of fans. It is more differentiated from other brands in terms of creative marketing. It is understood that the brand has flourished and expanded its territory in 169 cities in China, mainly for the first, second, third and fourth tier cities in the country, and the market potential is extraordinary.

Famous products: sweeping the country with the name of 10 yuan store

Different from the other fast fashion brands listed on the list, the fast fashion brands on the list are not based on clothing. They use the life products as the pig's trotters and are often referred to as “ten yuan stores” in the consumer mouth. ,"grocery store". When consumers want to add a variety of life gadgets to their homes to beautify and facilitate life, but do not know what is missing, many consumers think of the first time as a famous, cheap and complete product. Can fully meet the needs of consumers. At present, Mingchuang Youpin not only opens its stores all over the country, but also walks out of the international market and has reached strategic cooperation with more than 50 countries and regions including the United States and Canada.

Casual / trendy fashion: as a long-lasting consumer melody, more attention should be paid to consumer demand

The industry generally believes that with the upgrading of consumption and the replacement of social structure, the rise of the younger generation has become the main force of consumption. Compared with the previous generation of consumers, this generation of consumers has more opportunities and channels to contact fashion and fashion, and fashion trends have become a necessity for their lives. In this case, both traditional and emerging brands need to focus more on brand and product design transformation. According to the above statistics, 20% of the brands that are loved by millennials are casual/trend fashion, and there is no denying that the apparel industry still has a large space for development.

JUCY JUDY: Meet a woman who has a girl's heart

JUCY JUDY, a casual wear brand owned by Korean clothing group, is the concept of a fashionable playground. The young and lively product style, through rich design to stimulate consumers' imagination and matching ability; good at using small stage, speakers, The distressed elements such as the dining car service desk create a scene full of life tastes, creating a unique store atmosphere and bringing new experiences to consumers. Since entering the domestic market in 2014, the number of stores has expanded to 300.

Sportswear/sports and footwear: The concept of health is very popular, and sportswear and apparel are welcoming a period of rapid growth.

From the trend of sports that has been blowing up in recent years, consumers are paying more attention to health while paying attention to fashion. In 2016, the global sports industry market grew by 3.8%, including footwear growth of 10% and apparel growth of 6%. Comfortable sports and leisure wear are more popular among the people. There are 2 sports brands on the list, all of which are foreign brands, Vans of the United States and adidas neo of Germany. Both brands attach importance to the combination of products and consumers' lifestyles.

Adidas neo: a fashion sports and leisure deck that suits the tastes of young people

Compared to other sporty collections, the neo series has a sportier sleek, fresh and active design that matches the tastes of young people. The brand slogan “Gives a good move” encourages the younger generation to explore boldly, and its interaction with fans has greatly narrowed the distance between the two parties, making them better integrated into the consumer life.

Children's wear: the scent of the major brands, the children's wear industry will usher in a big shuffle

With the emergence of the national second-child policy, the improvement of people's spending power and the age of a new generation of consumers, the growth rate of children's wear is rapid, and the market potential is unpredictable. It is understood that the size of the children's wear market in 2017 is expected to exceed 150 billion yuan, and children's wear has become the scent of the major brands.

Little MO&Co.: A middle class crowd for “required”

MO&Co. launched the new sub-line brand little MO&Co. in July last year. The brand's target consumer group is mainly the “required”, individuality and quality of the middle class, so its products use natural skin-friendly fabrics. Up to now, 30 stores have been set up in the country. In 2017, the number of stores will be increased to 100, with a focus on expanding to the southwest.

Magic Bayer: Creating a high-end children's experience event venue

Consumers are not only willing to increase spending on apparel consumption, but also willing to increase their spending on play, especially for a new generation of parents. Japan's AEON Fantasy's high-end amusement brand Fantasy is deeply loved by a new generation of parents. The Fantasy has innovated the scene experience and created a children's entertainment zone for consumers with the “Finnish theme” planning 7 functional areas.

It is understood that international luxury brands LV, Chanel, Gucci, etc. have also entered the field of children's wear, local brands Senma, Meibang, Jiangnan cloth and sports brands Anta, Li Ning, etc. are not to fall behind.

Collection store: effectively solve the homogenization problem and greatly satisfy the more personalized needs

With the arrival of consumption upgrades, the current physical retail has gradually shifted from pure shopping consumption to consumer spending for life scenes. The emergence of buyer stores also reflects the increasing demand for personalized consumers today. More and more brands are coming to the sea. The test water collection store model, in which the development prospects of designer brand collection stores are most optimistic.

N-one: It’s fun, it’s a fashionable life.

A collection of cutting-edge designers from home and abroad, dedicated to the interesting combination of design and retail, to form a collection of international brand designers with independent personality. The collection store not only keeps up with the trend, but also is good at creating topics. It is a popular star and launches the same designer products, which has led to widespread pursuit. Founded only one year ago, it has opened 45 stores in first- and second-tier cities across the country, and its expansion speed is rapid.

Catering: The concept of health is popular, and various emerging brands will be born.

The enthusiasm for the development of catering items is not lost, it is a new and old exchange industry. The popularity of the concept of health has made consumers pay more attention to the health of ingredients and cooking methods. The brand of salad brand, sports experience + healthy eating mode came into being. At the same time, as the growth of catering revenues slows down and rental rents rise, small catering such as the “zero-mouth” category has appeared one after another. It is foreseeable that more emerging catering brands will be born.

Pai Pai Popcorn: Repositioning the popcorn, away from the status of the movie accessories

The Peony popcorn not only took the popcorn out of the movie accessories, but also launched popcorn of various flavors, creating a precedent for popcorn. The small catering mode has greatly improved the chain management and rapid copying ability of the Peony popcorn, and it has also shown a strong expansion plan. In 2017, it plans to open 80 stores and 450 in 2018.

Leisure and entertainment: restructuring of the business structure, sports and leisure into the mainstream

Throughout the current leisure and entertainment projects, traditional KTV and other basics have been eliminated, mini-KTV, mini gym, new concept sports and leisure, room escape and other experiential entertainment become mainstream, while each brand has seized the time fragmentation and content rich Two directions.

Lek exercise fitness: subvert the industry's affordable fitness

Nowadays, fitness has become a daily lifestyle. The high price threshold of the traditional gym has made most young people discouraged. They are happy to see the business opportunities to create a cheap fitness model and subvert the traditional mode. At the same time, it advocates the concept of “micro-fitness” and hopes to match users, fitness coaches and gyms through the sharing economy. At present, the company has opened more than 150 gymnasiums, and plans to open more than 5,000 smart gyms in the future, covering 1.5 kilometers near office buildings, shopping malls and residential areas.

Although the market environment is complex and fiercely competitive, there are still many brands in the sub-categories, and there are still many brands that continue to innovate and make every effort to grab market share. In the list of the list, there are also many ambitious brands. There are 6 brands in more than 50 stores.

Whether it is a mature brand or an emerging brand, it is worthy of consumers' love. The most important thing is to cater to the needs of consumers, while creating high-quality, personalized products for consumers and the experience of screaming consumers.

Pillow

Buckwheat pillow
--There is a reason for existence, buckwheat pillows are natural pillows. Traditional things have been passed down, there is always its reason. Buckwheat has a tough and unbreakable diamond-shaped structure, and the buckwheat hull pillow can change shape as the head moves from side to side, making it very comfortable to sleep on.
Kapok pillow
--Pure natural pillow material filling, kapok is the natural wild cellulose in the fruit of the woody plant Panzhihua tree, which can dispel wind and dehumidify, promote blood circulation and relieve pain.
chemical fiber pillow
--- Cheap but impractical, this is a common man-made pillow that has the advantage of being easy to clean.
latex pillow
---In addition to the price, latex has good elasticity, is not easy to deform, and has strong support.
down pillow
--Easy to use but inconvenient to clean, a good down pillow should use larger down, which has better bulkiness, can provide better support for the head, and will not be deformed due to long-term use.
Cassia Pillow
- Raw cassia seeds for external use as pillows, packed in cloth bags to make pillows. Cassia seeds are slightly cold in nature and have a slight grassy fragrance. When you sleep on your pillow, you smell the smell, just like sleeping in the grass. Its seeds are hard, and can massage acupoints on the head and neck, so it has an auxiliary effect on headache, dizziness, insomnia, cerebral arteriosclerosis, cervical spondylosis, etc. caused by hyperactivity of liver yang.
Cold Water Stone Pillow
-- The cold water stone pillow is a pillow filled with cold water stone as the pillow core. The cold water stone is cold, absorbs moisture and heat, and has the effect of helping sleep.

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Shaanxi Xiaoze Textile Co., Ltd. , https://www.xtsxxzth.com