Core Insights - A new wave of Korean fashion brands is entering the Chinese market, focusing on high-end strategies and cultural output, contrasting with previous brands that have struggled [2][3][19] Group 1: Market Entry and Brand Strategy - Over ten Korean fashion brands have opened their first stores in China this year, including MUSINSA, which opened two flagship stores in Shanghai [2][3] - The new Korean brands prioritize high-end locations and cultural significance, with stores situated in prime urban areas like Shanghai and Beijing [3][5] - The shift in consumer preferences has led brands to focus on brand image and cultural storytelling rather than just sales volume [6][8] Group 2: Consumer Behavior and Brand Perception - Chinese consumers are increasingly valuing brand culture and emotional connection over mere fashion items, indicating a shift in purchasing motivations [8][9] - The new Korean brands often have strong personal IP attributes and unique styles, differentiating them from previous brands that relied on more generic trends [9][11] Group 3: Economic and Political Context - The resurgence of Korean brands in China is supported by improved Sino-Korean relations and a favorable market environment, with a significant increase in clothing exports from Korea to China [12][15] - The collaboration between Korean brands and local Chinese companies has deepened, exemplified by MUSINSA's partnership with Anta Group to expand its presence in China [12][14] Group 4: Challenges and Market Dynamics - Despite the influx of new brands, some established brands like Mardi Mercredi have closed their stores in China, highlighting the challenges of maintaining brand relevance and consumer interest [19][21] - The rapid turnover of brands in the Korean fashion sector is partly due to reliance on local agents and a lack of long-term strategic planning [21][22] - The competitive landscape is intensified by the presence of low-cost imitations and the need for brands to establish a unique market position to avoid being commoditized [19][22]
商圈需要「新韩流」
3 6 Ke·2025-12-26 00:40