![]() ![]() When it comes to stylish, happy-making gifts for men, Amazon can actually be your friend. The customer stickiness in second and third-tier cities will be stronger,” says Nosense Official designer Shi Chang.Ĭomments, questions or feedback? Email us at. “In first-tier cities, consumers have more choices. Some, including Refuse Club, are targeting “sinking markets” - more rural, tier-three cities - to avoid the stiff competition in cities such as Jiangsu, Zhejiang and Shanghai. Fabric Qorn and MTG have set up two product lines with obvious differences in price and style.īrands have also developed a deeper understanding of their positioning. “Some new buyers will worry that a single product at a certain price range will not be sold,” says Shao. So, the brand has set up a tiered pricing ladder of RMB 1,500 to 3,000 (£175-350) for this category. According to Refuse Club designer Yuner Shao, buyers with tight budgets are reluctant to bet on the new Chinese style. A certain proportion of single products are within the price range of 3,000-4,000 (£350-470), but at the same time, we have to serve higher-end consumers.”Įmerging Chinese brand Refuse Club, which is new to Tube Showroom this year, has taken the same approach. Louis Shengtao Chen, who was shortlisted for the LVMH Prize this year, says: “We adopt tiered pricing. ![]() “The budget used to buy a piece of clothing is now used to buy two or three.” The “revenge spending” boom immediately after the pandemic has levelled off, says Wang, and now there’s more of a “wait-and-see mentality”.įaced with such a challenging market environment, designers have developed their business acumen, particularly when it comes to pricing. Gu Gu, the manager of Changsha-based store AVA, says that although there was a sales peak in January, consumers generally have less to spend. A new level of business acumen from brandsĪfter the blow of last year, buyers are still cautious. Yuli Ma, the PR manager of Tube Showroom, says new brands such as Fabric Qorn and Refuse Club have embraced more elegant and traditional Chinese aesthetics. The emergence of this trend partly reflects consumers’ desire for practical, casual and more inclusive fashion in the post-epidemic era. The “new Chinese” style that combines traditional design with modern tailoring - such as updated versions of Chinese tunic suits - was seen in several showrooms. Shanghai Showroom’s Jian echoes the optimism, arguing that, although the overall market is shrinking, “shrinking does not mean no purchases”. “The traffic flow is larger than in the past two years, but it is orderly,” says Zhang. Not Showroom introduced a lot of new brands this season and overall has expanded. We believe this season will be relatively stable,” says Tingting. “Although it will take some time, we can feel that the market is already recovering. Tingting says the number of buyers visiting this quarter doubled compared with the previous quarter. “From that point of view, the overall situation is not as good as the big outbreak in 2020, but it is enough to make people happy.” The number of visitors at Showroom Shanghai also far exceeded expectations - reaching a record high, says Jian, although transaction volumes were lower. More than 20,000 people visited Ontimeshow over the five days, its organisers said. ![]() Generally, attendance across the different trade shows and showrooms was high, reports suggest. The number of buyers from South China also increased. “It feels like returning to 2019.”Ĭhristine Xu, co-designer of Chinese brand MTG, says buyers came from cities beyond Shanghai and Guangzhou, such as Chengdu, Chongqing and Hunan. Wang agrees, observing that buyers are more enthusiastic and attendance is higher this season. “Everyone has more confidence in the second half of the year,” says Lin Jian, founder of Showroom Shanghai. And there was an air of optimism among exhibitors. Those that did show “put a lot of effort into the first fashion week after the liberalisation”, says Not Showroom’s Zhang. As a result, Wang and other brands, including Swaying and MTG, decided not to show at Shanghai Fashion Week, preferring instead to focus on next season. “As a result, we had no time to think about this show,” says Wang. Then, large-scale infections spread throughout the country after its strict Covid rules began to ease, greatly compressing the product development cycle. Designer Haizhen Wang says last year’s lockdown in Shanghai led to two seasons of showroom orders being placed next to each other. The pandemic also created ongoing production challenges. ![]()
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