Clothing, Shoes And Hat Brand Sinking Is Psychological Warfare.

< p > > "virtual" leisure a href= "//www.sjfzxm.com/news/index_h.asp" > Fashion < /a > consumption boom is spreading from first tier cities to the two or three line market.

Leisure fashion brands sink not only in the market, but also in mentality, and consumer awareness of fashion is the golden key to open the door to emerging markets.

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< p > < strong > consumption of fashion items accounts for 60% of the total, < /strong > /p >

< p > a few days ago, the 2012 "China Fashion index" white paper was released in Beijing.

In this report, the consumption of goods represented by < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > a href= "//www.sjfzxm.com/" target= "_blank" > shoes > hat > Jewelry and wrist watches accounted for over 60% of the total consumption of fashion.

Most consumers also attribute fashion to personal products, and 67.5% of respondents stressed that fashion is "wearing on the body and holding it in their hands".

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< p > compared with consumers in 20 cities surveyed, fashion recognition and attention to culture, leisure and entertainment are generally low.

Among them, Shanghai's consumption of per capita fashion items and consumption of cultural and leisure activities ranked the top. Beijing's consumption of fashionable goods per capita was 49732 yuan, and its consumption of cultural and leisure activities was 22516 yuan per capita, ranking second.

Tianjin, Nanjing and Guangzhou followed closely.

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< p > < strong > mental consumption trend of fashion > /strong > /p >

< p > however, with the gradual improvement of consumers' income and consumption consciousness, fashion consumption is diversifying, and fashion consumption of art and tourism is increasing.

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< p > China leisure development report 2012 shows that the core size of Chinese leisure consumption scale reached 285 million yuan in 2011, equivalent to 15.53% of the total retail sales of social consumer goods, equivalent to 6.05% of GDP.

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< p > Beijing, Shanghai, Guangzhou and other first tier cities have become the pacesetter of the spiritual consumption such as culture and leisure. The trend of fashion consumption towards spiritual development has been very obvious in the first tier cities, but it is worth noting that some of the second tier cities that are developing faster are also following closely.

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In terms of tourism consumption, per capita consumption expenditure in Chengdu, Wuhan and Shenyang has exceeded 8000 yuan, and the gap with the first tier cities has been narrowed by P.

Especially in terms of leisure and entertainment consumption, Shenzhen, Chengdu and Wuhan ranked first tier with 4000 yuan per capita, leaving Shanghai and Nanjing behind.

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< p > < strong > brand sink is the key to the cognition of the audience < /strong > < /p >

The fashionable consumption potential of "P > two or three line cities in entertainment and entertainment makes the brand see unlimited business opportunities. Some leisure fashion brands are developing to the two or three tier cities.

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Zhang Yangzheng, vice president of strategy and career development of fashion media group, believes that leisure oriented fashion brands go to the two or three tier cities. Only considering the city's population size and GDP's hard targets are there some quick success and instant benefits. Knowing the needs of target customers is the golden key to open the door to the two or three line market.

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< p > brand should understand the target city consumer's understanding and cognition of fashion has surpassed the hard target. If it is in the advanced state, the brand should seize the opportunity to meet the needs of consumers.

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< p > > therefore, the brand should have a priority in the way of sinking. It should not be applied mechanically to expand the old line of "a href=" //www.sjfzxm.com/news/index_s.asp "> market < /a >. The hard index and consumers' demands must be considered equally. This will prevent the brand from sinking to the two or three tier city and can not catch the awkward situation of the consumer group corresponding to the brand.

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