Luxury online: China Minamata fur garment industry competitiveness

Water jacket clothing as a symbol of wealth is a luxury that many people dream of. However, due to the low quality of domestic fur, the industrial pattern is scattered, and the production enterprises choose to use imported suede, which is a guarantee of quality. However, to a certain extent, it causes the company’s profit space to shrink, which affects the development of enterprises and the economy in the world today. In the larger environment, the days of some small companies are even more distressed. Therefore, how to improve the overall competitiveness of the mink fur garment industry in China is a consideration for all people in the industry. Yuyao's mink clothing has always been popular and favored by consumers. How does the fur clothing for furs?

As we all know, the longing for and pursuit of good things is a human nature. It is embodied in all aspects of human life. In consumer demand, the people's need and pursuit of the aesthetic of the consumer is also a persistent, universal psychological need. There is no social consumption without the imprint of the times. People's consumer demand always reflects the characteristics of the times consciously or unconsciously.

Fur as a fashion consumer goods has always been a representative of luxury and dignity, so its consumer demand points to the spiritual level, people buy fur to meet the needs of psychological and spiritual activities. Compared with the demand for material consumption, this is a high-level demand. What kind of consumer culture will have what kind of concept, the unique cultural connotation of fur products, is the direct cause of people's consumption appeal.

The consumption of modern society is a kind of psychological consumption and service consumption. It is precisely a kind of cultural consumption. In addition to the practicality of commodities, people are more interested in its external influence. The era is developing, the social structure is changing, people's consumption concepts and life pursuits have undergone profound changes. How to use a new fur culture to guide consumer trends, giving fur products a specific cultural significance and social symbol, making purchases Consumers who own fur goods get some kind of psychological satisfaction. How to distinguish between the high-end and general, luxury and public people's social symbolic demand for fur clothing in consumer behavior, and satisfy different consumers in the same stratum for the social symbol of fur Psychological requirements. It is a serious topic for all fur companies.

Yuyao Fur Company raised fur competition to the level of understanding of fur culture. They attach great importance to the construction of fur culture and the training of professionals, attracting the attention of many domestic and foreign merchants.

The Yuyao China Fur City, which opened in October 2007, is currently the largest professional mink fur garment market in China. Its completion and operation have brought tremendous business opportunities and vitality to Langxia, a town with a fur production history of more than 30 years. During the sale period of fur garments last year, Langxia clothing and processing companies made all their profits. Recently, many merchants still come to the investment promotion center to inquire about the situation of shops.

At present, the low added value of China's fur production, coupled with the increasingly obstructed export, processing and exporting enterprises are paying increasing attention to domestic demand, which provides a golden opportunity for the development of China Fur City. Yuyao Langxia is China's largest mink fur garment processing capacity and has the longest history of production. There are more than 300 fur garment and apparel companies and more than 5,000 supporting enterprises in Langxia Street. There are more than 5,000 employees. A quarter of the country's mink skins are processed here every year. In recent years, famous companies and industry associations in the fur trade world have come to Yuyao to inspect and have requested strategic cooperation with Yuyao-related companies. Now, Germany, France, Finland and other countries and Hong Kong and Taiwan well-known fur companies have set up offices in Yuyao, or transferred their production bases. The tanning enterprises imported from Hong Kong have already started production.

The establishment of China Fur City will not only solve the problem of fur garments being sold by local companies, but it will also enable them to control their own development and take the initiative in their own hands. This will also allow Yuyao and Zhejiang's mink industry to have a qualitative leap in the pattern. To attract more capital and processing companies to join.

According to data from the World Luxury Goods Association, the scale of China's luxury goods market reached 8 billion yuan in 2007, accounting for 18% of the global market share. In recent years, many of the world's luxury goods companies have realized the great potential of the Chinese market. In addition to Beijing, Shanghai and other major cities, many luxury goods companies have also increased investment in second and third tier cities and opened specialty stores. These measures not only made luxury brands more aware of domestic consumers, but also stimulated the development of the luxury consumer market. In addition to increased consumer spending power and increased corporate development, there are also important reasons for consumer behavior. . The expansion of the wealthy class and the narrowing of the gap between the rich and the poor make the fur garments tend to be popular. Fur garment industry must pay attention to this phenomenon. Behind this phenomenon may be the enormous potential for the demand for mink products. China's mink consumption is at a crossroads. One has a large number of potential consumers waiting for development and needs a large amount of ordinary fur clothing; Personality must be respected for its expansion.

Finally, we must say that China's fur economy must form a positive interaction with the interests of consumers, closely follow the development trend of the times, and take into account the level of civilian consumption. Luxury, dignity, and fashion are requirements for the development of furs in the new era. In this respect, Minamata products are not tolerated. China Fur City, with its inherent advantages, is currently actively researching and developing the mode of operation and development of mink fur apparel products suitable for China. It will try to promote high-quality fur clothing promotion activities in the region and accelerate the development of branding of Chinese mink fur garments. jobs.