麦肯锡《2022中国时尚产业白皮书》由量转质：开启中国时尚产业跃迁新征程

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href='https://www.pinpaicehua.net/news/'>知识资讯</a><a>麦肯锡:中国时尚产业白皮书</a></div> <div class="news_page container site_auto clear"> <div class="n_p_l f_l"> <div class="box"> <div class="news_p_tit"> <h2>麦肯锡:中国时尚产业白皮书 <a class="news-collect" href="javascript:void(0);" onclick="subFormFollow('8208','news')"><i class="nicon_collect" title="收藏"></i><em class="inline_bk">收藏</em><em class="v_m">0</em></a></h2> <div class="stream_list_meta clear"> <div class="page_user f_l"> <a href="javascript:;" ><img src="/upload/allimg/4B4151172A485B0A.jpg"></a> <div class="u_b"> <i>非凡策划</i> <span class="time">2022-10-28 09:29:55</span> </div> </div> <div class="meta_sup f_r"> <span>0 评论</span><span>18519 浏览</span><span>12 喜欢</span> </div> </div> </div> <div class="article_content"><p> &emsp;&emsp;在上海时装周创办二十周年之际，“廿力前行——中国时尚产业发展论坛”暨麦肯锡《2022中国时尚产业白皮书——由量转质：开启中国时尚产业跃迁新征程》正式发布，围绕中国时尚产业的发展与变迁，产业各方代表就中国时尚产业未来发展之道交流思想。 </p> <p> <br /> </p> <p style="text-align:center;"> <img src="/upload/image/202210/20221028092521_9409.png" alt="麦肯锡《2022中国时尚产业白皮书》" /> </p> <p style="text-align:center;"> <span style="color:#D3D3D3;font-family:微软雅黑, sans-serif, "font-size:16px;letter-spacing:0.8px;text-align:center;background-color:#FFFFFF;">（图片来源：网络，侵删）</span> </p> <br /> &emsp;&emsp;改革开放以来的40余年，中国经济实现了快速腾飞，尤其是本世纪这20年更是经济和时尚快速发展时期。经过若干年发展和积累，中国鞋服行业已形成完整产业链和良好的市场环境，并在世界舞台上崭露头角。与中国时尚产业同频共振的上海时装周则见证和助推了中国设计和时尚产业的演变。<br /> <br /> <p> &emsp;&emsp;麦肯锡全球资深董事合伙人叶海先生以“由量转质——时尚产业跃迁新征程”为题发表主题演讲，并介绍麦肯锡《2022中国时尚产业白皮书》的最新研究成果。在本世纪这20余年的高速发展时期，中国时尚消费经历了基础型消费、发展型消费、享受型消费和情感型消费这四个阶段。目前已完成原始积累，即将迎来二次成长和结构性升级。中国时尚消费市场规模庞大，渠道多元，在生产制造供应链环节优势明显，但在品牌竞争力和产品设计力维度上，与领先市场相比仍有一定差距。 </p> <p> <br /> </p> <p style="text-align:center;"> <img src="/upload/image/202210/20221028092626_9874.png" alt="麦肯锡《2022中国时尚产业白皮书》" /> </p> <p style="text-align:center;"> <span style="color:#D3D3D3;font-family:微软雅黑, sans-serif, "font-size:16px;letter-spacing:0.8px;text-align:center;background-color:#FFFFFF;">（图片来源：网络，侵删）</span> </p> <br /> &emsp;&emsp;叶海先生表示：“预计全球鞋服市场未来将保持稳定增长，而中国鞋服市场将由过去的快速增长转变为平稳的高质量发展。立足2022年，从消费端、市场端、政策端和产业端这四个维度看，中国时尚产业转型升级的条件已然成熟，眼下正是最佳窗口期。为完成中国时尚行业的升级转型，实现从追随到引领，品牌和产业各方需要群策群力，聚焦以品牌升级、设计引领、产业生态优化这三大主题，提高时尚竞争力和国际话语权，把握窗口期，推动中国时尚产业进阶发展。”<br /> <br /> &emsp;&emsp;来自时尚界的多位嘉宾代表，围绕中国时尚的发展历程、市场的变化与机遇、中国品牌和设计的突围等话题展开了圆桌讨论。<br /> <br /> &emsp;&emsp;孵化培育了众多独立设计品牌的<strong>Labelhood联合创始人刘馨遐（Tasha）</strong><strong>表示</strong><strong>：</strong><strong>下一阶段将是以设计为核心能力的进阶阶段。</strong>“中国现在已经具备了运作独立设计品牌的土壤，未来要出现更多的成功品牌。除了培养设计人才，还需要培养与之对应的商业人才，包括设计师/主理人观念的改变。除此之外，最重要的是市场和社会资源的注入，以此推动以设计师为核心的时尚品牌的建立。这其中，商业品牌如何参与与独立品牌的合作，并对后者加以扶持，是需要品牌积极探索的课题。”<br /> <br /> &emsp;&emsp;面对新一代消费者和挑战加剧的市场环境，成熟商业品牌应如何延续成功故事？对此，<strong>Lanvin亚太区董事总经理赵晓静</strong><strong>分享了三点建议：</strong>“时尚品牌要守初心、有信心、有恒心，才能在变化的市场中穿越周期，站稳脚跟。在信息繁杂的今天，不能由于外界因素或潮流风格演变而忘记自己的初心。对自己的品牌要有信心，才能更大胆、更冒险地去尝试新方式、新渠道。同时在增量减少的时候，要有恒心去打持久战，不能在短期压力下，做出损害自己品牌长期利益的决策。”<br /> <br /> &emsp;&emsp;<strong>宝尊副总裁兼奢品事业群总经理高绮峰则从渠道运营方的视角分享了他的观察：</strong>“独立设计品牌取得商业化成功需要与自身发展阶段相匹配的布局和运营策略，应把握好三个要点：阶段性渠道布局策略、全渠道和私域联动以及热点爆点营销出圈。对于独立设计品牌来说，应该根据自身风格特性和禀赋选择适配不同阶段的渠道（比如起步平台和买手渠道，继而选择合适的直营渠道）。而在电商依然发达的今天，在新兴渠道之外，全渠道是成熟商业品牌需要思考的重要课题。”<br /> <br /> &emsp;&emsp;<strong>上海服装行业协会会长朱勇表示：</strong>“二十年来，上海时装周多次被国内外知名媒体誉为最具活力的时装周，并跻身全球一流时装周行列，成为上海城中盛事、上海国际时尚之都建设的有力推动者和中国时尚产业一张靓丽的名片。时尚产业是城市经济社会发展的重要推动力，也是国家文化软实力的重要组成部分，通过今天麦肯锡《2022中国时尚产业白皮书》的发布，产业上下、业界内外群策群力，共同探索未来发展趋势，构建产业链、价值链、创新链的深度融合，推动中国时尚产业实现高质量发展。”<br /> <p> <br /> </p> <p style="text-align:center;"> <img src="/upload/image/202210/20221029091620_5029.png" alt="麦肯锡《2022中国时尚产业白皮书》" /> </p> <p style="text-align:center;"> <span style="color:#D3D3D3;font-family:微软雅黑, sans-serif, "font-size:16px;letter-spacing:0.8px;text-align:center;background-color:#FFFFFF;">（图片来源：网络，侵删）</span> </p> <p style="text-align:center;"> <br /> </p> &emsp;&emsp;在本世纪20余年间的这段高速发展时期，中国时尚消费经历了四个阶段，即：从上世纪末的出口和生产推动的基础型消费，逐步进阶到发展型消费和享受型消费，再到最近的情感型消费时期（消费者对品牌文化内核、新的购物方式和体验有了更多追求），目前已完成原始积累，即将步入二次成长和结构性升级。<br /> <br /> &emsp;&emsp;中国时尚消费市场规模庞大，在鞋服类是全球最大单一市场，人均鞋服年消费额也在2021年超过300美元；中国时尚市场线上渗透率全球领先。在生产制造供应链环节优势明显，然而在品牌竞争力和产品设计力维度上，仍逊于领先市场，尤其是头部品牌数量、品牌国际知名度和海外收入占比、国际知名设计师和获奖人数等指标上。<br /> <br /> &emsp;&emsp;纵观发达国家时尚产业发展历程，几乎都走出了独特的模式道路，在不同的时代背景下孕育出了世界闻名的品牌，形成了鲜明的设计风格。中国时尚产业若要登上世界舞台，须找准自身定位，运用并扩大供应链和渠道玩法的既有优势和特色，形成具备中国特色审美多元化多梯队的时尚产业。具体而言，中国时尚产业需要补足品牌和设计这两大短板，加快构建品牌价值体系，提升品牌驱动力和国际影响力，增强中国原创设计能力和文化输出；同时积极打造产业特色优势，在现有良好基础上，进一步提升科技实力，推动供应链和渠道创新。<br /> <br /> &emsp;&emsp;麦肯锡研究预计全球鞋服市场未来将保持稳定增长，而中国鞋服市场将由过去的快速增长转变为平稳的高质量发展。立足2022年，从消费端、市场端、政策端和产业端这四个维度看，眼下正是转型最佳窗口期，中国时尚产业需把握窗口期，加快转型升级，实现品牌跃迁，走向世界。<br /> <br /> &emsp;&emsp;在消费端，中国消费者正走向成熟理性，在Z世代消费者逐渐成为消费主力的今天，文化自信、她力量觉醒（尤其是“悦己”思维）、“自我意识”表达和数字化购物方式，都为品牌和时尚产业带来了新机遇。<br /> <br /> &emsp;&emsp;在市场端，为了满足不断变化的消费者，市场竞争更加白热化，靠过去的“跑马圈地”和引入国际品牌就能捕捉增长的时代已过去，细分赛道和新品牌的竞争、全渠道新常态和运营模式的更新，不断冲击着市场竞争格局，给企业带来日新月异的挑战。而对产业上下游和热点话题（如可持续时尚、元宇宙主题）的布局也已成为品牌关注的重点。<br /> <br /> &emsp;&emsp;政策端设立了在2035年成为“世界服装科技的主要驱动者、全球时尚的重要引领者、可持续发展的有力推进者”的愿景目标，以及要打造“一批具有国际竞争力的中国服装自主品牌”。<br /> <br /> &emsp;&emsp;而在产业端，产业资本和科技发展为中国时尚和服装行业带来新的助力，推动了中国品牌和独立设计的发展。<br /> <br /> &emsp;&emsp;为完成中国时尚行业的升级转型，从追随到引领，品牌和产业各方需要群策群力，聚焦三大主题，以品牌升级、设计引领为核心，产业生态优化为赋能，推动中国时尚产业进阶发展，提高时尚竞争力和话语权。<br /> <br /> &emsp;&emsp;来源：福布斯中国<br /></div> <div class="article_give"> <div class="feed" id="feed1"> <div class="heart " id="like1" rel="like" onclick="OnClickFav(this,'8208','12')"></div> <div class="likeCount" id="likeCount1">12</div> </div> </div> <div class="article_statement"> <p class="gray">版权声明：本文内容由互联网用户自发贡献，该文观点仅代表作者本人。本站仅提供信息存储空间服务，不拥有所有权，不承担相关法律责任。如发现本站有涉嫌抄袭侵权/违法违规的内容，请发送邮件至：pinpaicehua2024@163.com 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