Where Did The Budget For Luxury Advertising Disappear From Magazines?

In 2015, the number of fashion magazines in China stopped publication, and the situation of fashion magazines continued to deteriorate.

If we want to find out its reasons, I believe many people's first reaction is that advertising revenue has shrunk.

In February this year, the "2014 media report on clothing industry" released by the Mei Hua net, which provides advertising monitoring data, shows that the proportion of magazine media has dropped by 18.6% compared with the previous year.

Readers of traditional fashion magazines are losing to the Internet. Magazines are no longer the only authoritative channel for information distribution. Luxury companies are putting more budget into public numbers, KOL (key opinion leaders) and other online marketing. On the other hand, luxury goods companies are also shrinking the advertising budget in China.

Chinese designers have never received so much attention as they do now, not just from global influence, but also the status quo of the whole domestic fashion industry.

In the past, we interviewed Liu Min, Wang Zhi, Ban Xiaoxue, Shangguan Zhe, Chen Anqi, Wang Fengchen, Wang Tianmo and other young people spanning from 1970s to 1990s. Through various channels, they exposed themselves in the international show, and the media's publicity and publicity finally accumulated fame.

Recently, the British Mint consulting company released a report on the Chinese market, "luxury marketing 2015". Nearly half of the respondents (45%) of consumers preferred watching videos to learn about new products.

And over the past year, we have seen more luxury brands in the advertising videos such as music streaming media and video websites.

But according to the British Mint report, fashion magazines are buying Chinese consumers.

The influence is still not small: nearly half (51%) of the 20-24 year old female consumers and 46% of the middle income group (family income between 16 thousand yuan and -1.9999 yuan) prefer the marketing content of fashion magazines.

The Fashion Week held in Beijing, Shanghai, Shenzhen and Hangzhou suddenly makes you realize: Oh, the Chinese independent fashion design has become a climate.

Unlike the pure show in the early years, Showroom (Fashion sample showroom), which has emerged in recent years, is trying to connect T and retail world.

Reality is not always as good as it looks.

For independent designers without backstage support, the difficulty is often in the business sector.

Although many designers have attracted international buyers with excellent designs, they can not provide common data such as CIF, FOB and other international trade at Showroom.

Another real predicament lies in the initial stage.

Usually no professional public relations companies are hired, so there is little chance to contact fashion magazines for clothing.

Fortunately, there are successively emerging designer selection competitions and blowout growth buyers.

In May this year, an open day was held in the two cities of Hongkong and Shanghai. The most promising design rookie was found in the form of audition and the chance to enter the store was also provided.

And the buyer shop makes more and more consumers contact and buy Chinese designer brands, including pillars, moss, and one door.

What is more interesting is that the buyers in the buying shop are getting younger. According to the observation of a shop in Guangzhou, the main consumer groups of Chinese designer brands, which are formed after 75 and 85, are indeed expanding, and new members are getting younger.