国际消费品牌深掘中国大市场
栏目:品牌观察 发布时间:2022-08-02

透视消费升级 抢抓消费机遇



国际消费品牌深掘中国大市场



中国商务新闻网 中国高扬开放风帆,消费谱曲,合作作词,引得全球企业合唱,共享机遇向未来。



在刚刚闭幕的第二届中国国际消费品博览会上,展览面积的八成被国际展区占据,超过1100家企业带来了1643个消费精品品牌争奇斗艳。在此,他们感受中国市场热度,洞察中国消费趋势;他们为中国首发首秀,为打动中国消费者持续发力,而年轻化、个性化、“她经济”、体验感是他们撬开中国大市场的“信心支点”。



活力市场 机遇无限



“中国是全球最重要、最具活力的市场之一,中国高水平的对外开放使全球企业都能持续分享这个市场的潜力和机遇,并将在推动世界经济复苏和增长中发挥重要作用。”博柏利中国区总裁张允馨对国际商报记者说。



举办消博会是开放中国的又一重信守诺之举。张允馨表示,对博柏利而言,消博会提供了一个向中国消费者展示品牌的宝贵机会。“中国消费者对时尚充满热情和追求,精通数字化,有生态意识,这些都为我们提供了进一步发展和增长的机遇。首届消博会闭幕后,博柏利看到了消博会在支持海南和中国消费升级及创新方面所产生的积极影响及溢出效应,于是决定参加第二届消博会。”



在这里看到开放中国机遇涌动,也要更好地参与其中的不止是博柏利。“随着中国经济的快速增长,中国消费者逐渐成为全球奢侈品消费市场的主要力量。名士表中国区品牌总经理冯彦霖对国际商报记者说,作为首届消博会官方计时伙伴,名士表深刻感受到了中国消费趋势在升级迭代。



尽管疫情制约了全球各国,但中国经济仍然稳健增长,名士表对中国的消费发展和国家商业布局充满信心。“名士表在第二届消博会上继续作为官方计时伙伴,并希望在此深化品牌在海南及中国市场的影响力和认可度,同时在女性消费市场获得更多机遇。”冯彦霖说。



“在全球新冠肺炎疫情蔓延的背景下,首届消博会顺利举办,让我们充分感受到中国同世界分享市场机遇、推动世界经济复苏的大国作风。在参展期间,我们深入了解了中国新的消费理念和消费潮流。”资生堂中国首席执行官藤原宪太郎表示,第二次参展消博会,资生堂进一步感受到中国扩大开放的积极信号,希望通过消博会的舞台展示多元的品牌矩阵、创新的品牌成果及前沿的研发理念和技术。



在华为华 出新出奇



“我们看到中国年轻消费者时尚开放,追求新颖独特,同时更为互联网化。根据年轻消费者的特点,雅诗兰黛持续提升产品与个性化的相关度和创新力。”首次携旗下13个品牌参加消博会,雅诗兰黛集团全球管委会成员中国区总裁兼首席执行官樊嘉煜说。



他透露,雅诗兰黛近期引进的一些新品牌都很好地响应了中国市场年轻化、个性化的趋势。同时,集团在中国投资建立的世界级研发中心将在今年交付使用。“我们也会顺应年轻消费者的需求,不断捕捉趋势、预测潮流,快速研发年轻消费者喜欢的新产品。”



中国市场正在“更年轻”,名士表也有切身感受。“奢侈品类的用户画像在新消费态势下不断迭代,越来越多的年轻消费者购买奢侈品并具有个性化、多元化的消费需求,愿意为新生活方式的体验买单。”冯彦霖说,名士表深谙中国消费者的重要性,致力于洞察中国消费市场,在商业布局及产品推新上积极顺应中国消费升级的趋势,推出更多具有年轻设计和亚洲灵感的作品。



在首届消博会上名士表也看到中国广阔的“她市场”,此后其深度挖掘、积极开发更好满足中国女性习惯与需求的产品。在第二届消博会上,名士表推出了中国首发新品,即小尺寸设计、更适合亚洲女性佩戴的利维拉系列33mm的女性腕表。



“随着中国消费需求更加多元化,除了推出更多高品质的产品外,品牌还需要不断探索与他们建立情感联系的新方式。对此,越来越多的品牌采用‘社交为先’,加入电商、娱乐甚至游戏等元素,进一步加强品牌和消费者的互动,为品牌的长期增长奠定坚实基础。”张允馨说。



为此,2020年7月,博柏利在深圳开设了全球首家社交零售精品店。今年上半年博柏利在上海和成都举办了“Burberry 博界”展,通过艺术装置、虚拟现实艺术作品呈现博柏利的标志性设计。



“我们正在通过年轻人喜欢的代言人以及更贴近年轻人的语言和话术,吸引他们与品牌互动。”Rado瑞士雷达表中国区副总裁巴布莉莎说,为更好地开拓中国市场,雷达表也在积极通过各种可以触达年轻消费者的线上传播渠道和新颖的内容,与消费者更好地交流。



“真正实现在中国为中国,在中国为世界。雅诗兰黛集团对中国市场非常有信心,也会持续在中国投资,不断丰富品牌矩阵,引入新的品牌,满足中国消费者的需求。同时,我们也会拓展线上线下多方位的营销渠道,触达更多消费者,并为他们带来新产品、新体验。”樊嘉煜说。


Perspective on consumption upgrade and seize consumption opportunities

International consumer brands dig deep into China's big market

China Business News.com China holds high the sails of opening up, consumes music, and cooperates in writing lyrics, attracting global enterprises to sing and share opportunities for the future.


At the just-concluded 2nd China International Consumer Goods Expo, 80% of the exhibition area was occupied by the international exhibition area, and more than 1,100 companies brought 1,643 consumer boutique brands to compete. Here, they feel the heat of the Chinese market and gain insight into Chinese consumption trends; they make their first show in China and continue to exert their efforts to impress Chinese consumers, and their youthfulness, personalization, "her economy", and sense of experience are the key to opening the Chinese market. The market's "confidence pivot".


Vibrant market with unlimited opportunities


"China is one of the most important and dynamic markets in the world. China's high level of opening up enables global companies to continue to share the potential and opportunities of this market, and will play an important role in promoting the recovery and growth of the world economy." Zhang Yunxin, president of Burberry China, told the International Business Daily reporter.


Hosting the Consumer Expo is another act of keeping the promise of opening up China. Zhang Yunxin said that for Burberry, the Consumer Expo provided a valuable opportunity to showcase the brand to Chinese consumers. "Chinese consumers are passionate about fashion, proficient in digitalization, and ecologically conscious, all of which provide us with opportunities for further development and growth. After the closing of the first consumer expo, Burberry saw that the consumer expo is supporting Hainan and China. The positive impact and spillover effect of China's consumption upgrade and innovation, so I decided to participate in the second consumer expo."


Seeing the surging opportunities of opening up China here, it is not only Burberry who should better participate in it. "With the rapid growth of China's economy, Chinese consumers have gradually become the main force in the global luxury consumer market. Feng Yanlin, general manager of Baume & Mercier China, told the International Business Daily reporter that as the official timing partner of the first Consumer Expo, Baume & Mercier is deeply I feel that China's consumption trend is upgrading and iterating.


Although the epidemic has restricted countries around the world, China's economy is still growing steadily, and Baume & Mercier is confident in China's consumption development and the country's business layout. "Baume & Mercier will continue to serve as the official timing partner at the second consumer expo, and hopes to deepen the brand's influence and recognition in Hainan and the Chinese market, and at the same time gain more opportunities in the female consumer market." Feng Yanlin said.


"In the context of the spread of the global new crown pneumonia epidemic, the first Consumer Expo was successfully held, which made us fully feel China's great power style of sharing market opportunities with the world and promoting the recovery of the world economy. During the exhibition, we have an in-depth understanding of China's new consumption concept and consumption trend." Shiseido China CEO Kentaro Fujiwara said that Shiseido further felt the positive signal of China's expansion of opening up by participating in the Consumer Expo for the second time, and hoped to display a diversified brand matrix and innovative innovative products through the stage of the Consumer Expo. Brand achievements and cutting-edge research and development concepts and technologies.


Surprisingly new in Huawei China


"We see that young Chinese consumers are fashionable and open, pursuing novelty and uniqueness, and at the same time, they are more Internet-based. According to the characteristics of young consumers, Estee Lauder continues to improve the relevance and innovation of products and personalization." Fan Jiayu, President and CEO of China, a member of the Estee Lauder Group Global Management Committee, said at the Consumer Expo.


He revealed that some of the new brands that Estee Lauder has recently introduced have responded well to the younger and more personalized trends in the Chinese market. At the same time, the world-class R&D center invested and established by the Group in China will be put into use this year. "We will also adapt to the needs of young consumers, continue to capture trends, predict trends, and quickly develop new products that young consumers like."


The Chinese market is "younger", and Baume & Mercier also has personal experience. "The user portraits of luxury goods are constantly iterating under the new consumption situation. More and more young consumers buy luxury goods and have personalized and diversified consumption needs, and are willing to pay for the experience of the new lifestyle." Feng Yanlin said, Baume & Mercier The watch is well aware of the importance of Chinese consumers, and is committed to gaining insight into the Chinese consumer market. In terms of business layout and product introduction, it actively follows the trend of Chinese consumption upgrades, and launches more works with young designs and Asian inspiration.


Baume & Mercier also saw China's vast "her market" at the first consumer expo. Since then, it has deeply explored and actively developed products that better meet the habits and needs of Chinese women. At the second Consumer Expo, Baume & Mercier launched the first new product in China, namely the Rivera series 33mm women's watch with small size design and more suitable for Asian women.


"As China's consumer demand becomes more diversified, in addition to launching more high-quality products, brands need to constantly explore new ways to build emotional connections with them. In this regard, more and more brands are adopting 'social first', Adding elements such as e-commerce, entertainment and even games will further strengthen the interaction between the brand and consumers, and lay a solid foundation for the long-term growth of the brand." Zhang Yunxin said.


To this end, in July 2020, Burberry opened the world's first social retail boutique in Shenzhen. In the first half of this year, Burberry held the "Burberry Bo World" exhibition in Shanghai and Chengdu, presenting Burberry's iconic designs through art installations and virtual reality artworks.


"We are attracting young people to interact with the brand through their favorite spokespersons and their language and words that are closer to young people." said Babriza, vice president of Rado China, Rado. In order to better develop the Chinese market, Rado Watch is also actively communicating with consumers through various online communication channels and novel content that can reach young consumers.


"Really realize that China is China, and China is the world. Estee Lauder Group is very confident in the Chinese market, and will continue to invest in China, continue to enrich the brand matrix, introduce new brands, and meet the needs of Chinese consumers. At the same time, we also It will expand online and offline multi-faceted marketing channels to reach more consumers and bring them new products and new experiences." Fan Jiayu said.


下一篇:没有了