Chloé wants to have a holiday show in Shanghai, why do big names get together to show up in Shanghai?

According to the Women's Daily, Chloé will release a holiday series in Shanghai on June 5. Shanghai Daxiu has a special meaning for this French fashion house: this is the first time in the history of Chloé to host a show outside of Paris, and Chloé is the first show for the pre-collection.

However, Chloé CEO Geoffroy de la Bourdonnaye said that the brand has not yet continued to plan for the big show in the season. This holiday show is entirely for Chinese consumers. "We want to prepare special Chinese Chloé girls in China. s things."

Before Chloé, many brands have turned their eyes to China and chose to show in Shanghai. On December 8, 2018, American fashion brand Coach held a big show with the theme of "Coach Lights Up Shanghai" in Shanghai. This is the first time the brand has held a men's and women's clothing merger show in a city outside New York.

On November 22, 2018, Italian luxury brand Miu Miu made a second show in Shanghai and released the 2019 early spring series. The previous day was originally the date of the Italian luxury brand Dolce & Gabbana Shanghai big show, but due to the founder of Dolce & Gabbana Stefano Gabbana The "insult to China" remarks and the previous "Chopsticks to eat" propaganda film controversy, this big show was finally canceled.

Brands want to be so popular in Shanghai because China has become the world's largest luxury goods market, with China's luxury goods accounting for one-third of the world's total luxury goods sales. Bruno Lannes, global partner of consulting firm Bain, once said to interface fashion, “The Chinese luxury market is like a powerful machine. The four growth engines work together and the horsepower is fully opened, providing a source of prosperity for the entire luxury industry. Constant motivation."

In addition, the "2019 Global Fashion Business Report" released by the McKinsey BoF Fashion Business Review recently pointed out that China will surpass the United States for the first time in 2019 and become the world's largest fashion market. Obviously, Chinese consumers are already the main force in the consumption of global fashion products.

Bourdonnaye did not disclose how much sales Chinese consumers contributed to Chloé, but he said that Chinese consumers do account for a very large proportion.

In addition, Bourdonnaye also said that the Chinese government now encourages domestic consumption. In the past Spring Festival holiday, the main growth of Chloé among Chinese consumers came from mainland China, not overseas. More and more consumers are choosing to buy luxury goods in mainland China, which is one of the reasons why Chloé chose to move the show to Shanghai.

Bain’s “China Luxury Market Research” released on March 19th pointed out that although Chinese consumers currently consume more luxury goods overseas than in the Mainland, from 2015 to 2018, the proportion of luxury goods in China has already been 23% increased to 27%, and mainland luxury consumption may exceed overseas after 2025.

There are many reasons for the return of consumption, the most important of which is the reduction of import tariffs in 2018. Since 2018, Louis Vuitton, Burberry, Hermes and other luxury brands have lowered the price of products in China. At the end of March, Louis Vuitton and Gucci lowered the price of products by 3%. In addition, the "Electric Business Law", which was implemented on January 1, 2019, strengthened the control over purchasing and micro-business, which also allowed more people to look to the mainland brand counters.

There are more and more brands coming to Shanghai to do the show. Chloé's show also draws on the experience of some predecessors, that is, paying attention to the opinions of the local team.

Dolce & Gabbana's 2018 Shanghai Big Show failed to make a big deal, largely because the brand didn't know enough about the Chinese market and ignored the opinions of the Chinese team, which was not quite a taste of the "Chopsticks to Eat" promo and The conclusion that Gabbana caused controversy is evident.

According to Bourdonnaye, brand creative director Natacha Ramsay-Levi made a special trip to Shanghai in January to find inspiration for the holiday show, emphasizing that the Chinese team came up with the idea of ​​running a show in Shanghai and said that all employees of Chloé China are Chinese people.