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Research on the development and opportunities of China’s fashion industry, the city is an unavoidable topic. As we all know, the city is a set of dynamic changes, complex and multi-faceted social comprehensive ecology, combined with spatial, functional and emotional characteristics, to provide people with a multi-level experience.
With the continuous rise of China’s economy, culture and consumption level, fashion is also playing an increasingly important role in the daily life of Chinese people: fashion is not only a giant industry built with rational business data, but also an attitude towards life created by countless perceptual creative moments.
Therefore, in the retail layout of Chinese cities, fashion brands at home and abroad should not only focus on traditional indicators such as economy, population and retail, but also need to constantly understand the dynamic changes and complex and multi-faceted social ecology of Chinese cities. in order to deeply understand the Chinese market and understand consumer demand, win the first opportunity for growth.
In 2020, when the VOGUE Business China team released the “New Fashion Capital Index Report” for the first time in the fashion industry, it proposed “fashion consumption power”, “fashion business potential”, “fashion culture charm”, “fashion innovation manpower” and “fashion development” “These five new dimensions. Through the analysis of indicators such as economic consumption, social retail, business dynamics, talent strategy, capital strength and cultural characteristics, we can fully decode the true appearance and future potential of emerging cities in terms of fashion, except for the three super first-tier cities of “Beijing, Shanghai and Guangzhou.
One of the highlights of this year’s report is still the in-depth exploration of the “top” cities in the list, especially the multi-dimensional display of the “fashion and cultural charm” of the three cities of Chongqing, Shenzhen and Hangzhou. In addition, readers can also read desk surveys and data analysis on the 10 cities of Chengdu, Xi’an, Shenyang, Tianjin, Wuhan, Nanjing, Dalian, Qingdao, Changsha and Xiamen, revealing their shortcomings in fashion. And advantages.
**The core insights at the city ranking level in the new version of the report include: * *
Chongqing and Chengdu ranked first in terms of comprehensive strength, and the two cities of Sichuan and Chongqing ranked first in terms of fashion cultural charm and fashion business potential. Among them, Chongqing is superior in fashion consumption ability and fashion development ability, while Chengdu has unique advantages in fashion innovation support and talent gathering.
Shenzhen, known as the “Silicon Valley” of the East, won the second place in the index’s measurement system for the first time. Shenzhen has outstanding strength in capital accumulation and commercial infrastructure, but fashion overall consumer spending has yet to be tapped.
Hangzhou and Nanjing are the “second echelon” of fashion capitals. Hangzhou has performed well in all dimensions and is expected to hit the throne of fashion capital, while Nanjing is particularly outstanding in fashion consumption ability, but its fashion business potential and other four dimensions are still lacking.
As the capital city of Hunan Province, Changsha has a good economic foundation and talent reserve capacity formed by relying on 985 and 211 universities. At the same time, it has the title of “entertainment capital” in China, and the TV entertainment creative industry with Hunan Satellite TV as the benchmark. But Changsha’s fashion foundation is not solid, in many aspects are in an initial stage.
In this ranking, Changsha ranks ninth with a total score of 5.54, which is fair in “fashion consumption ability”, but lacks uniqueness in the four dimensions of “fashion innovation & talent power”, “fashion development power”, “fashion business potential” and “fashion culture charm.
Qingdao, which is also a coastal city and a major textile industry, has “fashion development power” in the middle and upper reaches of the candidate cities, and has also received the attention of some luxury brands in recent years. The overall pace of life in Qingdao is slow, which is a fertile ground for fashion brands to promote high-end lifestyles.
In this ranking, Qingdao ranked eighth with a total score of 5.96, and performed well in “fashion innovation & talent power” and “fashion development power”, but “fashion consumption power”, “fashion business potential” and “fashion The disadvantages of the three dimensions of” cultural charm “are obvious.
The following is a detailed ranking of the top 10 Chinese fashion capitals in the 2023 edition of VOGUE Business’s New Fashion Capital Index Report
The development of fashion in Tianjin, which is adjacent to Beijing, actually carries the important task of gradually transforming from the secondary industry to the tertiary industry. However, the close transformation in recent years requires strong consumer strength as a support to truly help Tianjin become an influential fashion capital.
In this ranking, Tianjin ranks seventh with a total score of 6.02, ranking in the middle level of “fashion development power”, “fashion business potential” and “fashion culture charm”, but in “fashion consumption power” and “fashion innovation power & talent power” still need to be further improved.
The people of Wuhan have strong consumption strength, and as one of the most important transportation hub cities in Central China, it undertakes the business exchanges in the surrounding areas. In addition, Wuhan culture combines the timeless of the south and the bold of the north, and has great room for development. Post-epidemic policy support has also brought a wave of upward development to Wuhan fashion, but how to take on this momentum is a question that the city must think about.
In this ranking, Wuhan ranks sixth with a total score of 6.61, second only to Nanjing in terms of “fashion consumption power”, but in other “fashion business potential”, “fashion culture charm”, “fashion innovation & talent power” and “fashion development power” four dimensions are in the middle and lower reaches.
As the capital city of Jiangsu Province and the ancient capital of the Six Dynasties, which is extremely important in Chinese history, Nanjing’s leading position in the economic strength of residents far exceeds that of all candidate cities, but its development in other dimensions has appeared. The embarrassing situation of “retreat.
In this ranking, Nanjing ranked fifth with a total score of 6.71, leading all candidate cities in terms of “fashion consumption power”. However, there are obvious deficiencies in the four dimensions of “fashion business potential”, “fashion culture charm”, “fashion innovation & talent power” and “fashion development power.
Xi’an’s fashion retail infrastructure is already much ahead of other cities in its area. The local government is also further improving the overall city’s competitiveness in fashion, and the consumption level of local residents in fashion still needs to be explored.
In this ranking, Xi’an ranked fourth with a total score of 7.31, and performed well in “fashion innovation & talent”, while the three dimensions of “fashion business potential”, “fashion culture charm” and “fashion development power” Ranked in the middle, but the stamina of “fashion consumption power” is insufficient.
For a long time, the strong outbreak of the Internet economy in Hangzhou concealed the classical elegance behind the city’s thousand-year history. Hangzhou already has all the strength to impact the fashion capital, and still needs to consider how to integrate e-commerce technology with urban humanities.
In this ranking, Hangzhou ranked third with a total score of 8.13, far higher than other cities in “fashion innovation & talent”, while “fashion business potential” and “fashion development power” ranked first, and “fashion consumption power” and “fashion innovation & talent power” were in the middle level.
Shenzhen has long been comparable to the three super-first-tier Chinese cities of Beijing, Shanghai and Guangzhou in terms of overall urban competitiveness, but its efforts in the fashion field are still shallow, although great breakthroughs have been achieved in the development of the past few years. A core issue facing Shenzhen is whether a capital city full of entrepreneurial dreams can cultivate a humanistic soil that can nurture fashion, art and culture in the short term.
In this ranking, Shenzhen ranks second with Chongqing and Chengdu at the top of the list with a total score of 8.43, ranking first in the three dimensions of “fashion development power”, “fashion business potential” and “fashion culture charm”. However, it lags behind in “fashion consumption power” and “fashion innovation & talent power.
The high-end fashion consumption atmosphere in Chengdu has changed significantly in the three years of the epidemic. The once-popular Chunxi Road Taikoo Li Chaozhou street photography has declined, but it is still the easiest place for high-end brands at home and abroad to combine brand DNA with local culture, and it also sets off the city of Chengdu from the side. The characteristics of external release.
In this ranking, Chengdu once again topped the list with a total score of 8.62. It performed well in the three dimensions of “fashion business potential”, “fashion culture charm” and “fashion innovation & talent power”, but it still needs to be improved in “fashion consumption power” and “fashion development power.
Chongqing’s rise after the epidemic is no accident, but is closely related to the city’s steady and steady pace. In the current consumer sentiment is increasingly out of the pursuit of net red texture and fast-food aesthetic trend, more grounded, down-to-earth city is bound to usher in a new development opportunities.
In this ranking, Chongqing topped the list for the first time with a total score of 8.62. It performed well in the four dimensions of “fashion culture charm”, “fashion business potential”, “fashion development power” and “fashion consumption power”. “Innovation & Talent” is also at the upper and middle level.
(المصدر: Vogue Business)
