Japanese media: “China Wind” and “Korean Wave” compete for the Japanese Z -generation clothing market

Source: Global Times

“Japan Economic News” December 13 article, original title: Facing Chinese brands that emerged in the background of China’s “national tide”, how to deal with international fast fashion brands


The sense of existence of Chinese fashion brands is getting higher and higher. In China’s huge consumer market, the “national tide” supporting domestic brands has set off a trend. In the European and American and Japanese markets, China’s emerging brands have also increased rapidly by using digital technology. China is becoming the source of the world’s fashion.

During the Tmall “Double 11” shopping festival in China this year, the local brand Li Ning surpassed the German brand Adidas for the first time in the sales list, ranking third, second only to Nike and another local brand Anta. More and more young people in China have begun to embrace domestic brands such as Li Ning. The products launched by domestic clothing brands are very popular, and the “national tide” trend has gradually formed. In China, “National Tide” is especially welcomed by generations.

“Japan Economic News” on December 11th, original topic: Han Liu and Chinese style compete for Japanese Z generation clothing market

The Chinese fast fashion brand has achieved the success of the young people of Gen Z in China, and it is not surprising to enter the global market. Now, the young consumers are loved by young consumers 10 to 19 years old, a emerging clothing company Shein from China. This is an e -commerce company that focuses on fast fashion. Its T -shirt, shirts or skirt prices are generally 1,000 to 2,000 yen (about 17.85 yen). The platform can sometimes launch more than 4,000 new products a day.

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Unlike traditional clothing companies, shein is good at using a digital marketing strategy of social networks. It has 230,000 Japanese fans on Instagram, far exceeding Japan’s largest e -commerce platform Zozotown. Shein is not only in Japan, but also has the positive support of many young consumers in Europe and the United States and some emerging markets.

In addition to China’s emerging clothing companies, Korean companies are also actively “competing” young Japanese consumers. Statistics show that in 2020, the value of clothing imported from South Korea from South Korea is less than 1%of imported clothing from China. However, a survey by the Japanese e -commerce platform Lotte in 2020 shows that when women from 10 to 19 years old in Japan choose clothing, the proportion of Korean clothing is the highest, 79%, and there is a possibility of further improvement.

Affected by the new crown epidemic, more and more Japanese people choose to shop online, which has promoted the rapid development of Japanese clothing e -commerce. In Japan, in the future of the main consumer, the competition between Japanese companies and Chinese and Korean companies is expected to be more intense. (Author Ito Ukrai, Miyako Zifan, translated by Zeng Mao)