The term Yabi (亚比) refers to hardcore subculture advocates who incorporate its aesthetics into their daily lifestyle, especially in fashion. Inspired by subcultures like punk, goth, hippie, grunge, and cyberpunk. 78.6% of Yabi audience is from Gen Z.

Yabi’s rise in the fashion domain marks a transformative phase with a remarkable 436% increase from Q4 2022 to Q4 2023. It’s redefining the concept of daily wear, merging the distinctiveness of niche subcultures with the accessibility of mainstream fashion in an innovative blend that’s fresh and familiar.

Summary insights

• Yabi represents a significant cultural shift in China’s urban youth, moving from fringe to mainstream, as demonstrated by a 436% increase in its popularity from Q4 2022 to Q4 2023.
• Gen Z is the driving force behind Yabi, with 78.6% of its audience belonging to this demographic.
• The community is seeing a maturation, with a shift towards a more refined elegance within the Yabi style, suggesting an evolution in its aesthetic direction.
• The style is deeply rooted in subcultures like punk and goth, reflecting a blend of rebellion and individuality in fashion choices.
• Brands like New Rock and Balenciaga are effectively tapping into the Yabi trend, showcasing the commercial potential of aligning with subculture-driven fashion.
• Yabi’s adaptability has enabled it to bridge the gap between niche and mainstream, making it attractive for both premium and luxury brands.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool

Yabi is crafting a new narrative in China’s fashion scene via an intense, cutting-edge style, imbued with a spirit of rebellion and individuality.

Yabi’s rise in China encapsulates a transformative journey from being a contentious label to an accepted symbol of youth rebellion and lifestyle liberty. 

Initially perceived negatively, Yabi has undergone a perceptual revolution, led by the Gen Z demographic, to emerge as a beacon of individualistic fashion and self-expression. This evolution of Yabi reflects a broader societal shift towards embracing diverse identities and personal freedoms through style.

We’re not just creating clothes; we’re crafting a rebellion. It’s for the Yabiout there – the bold, the brave, the ones who don’t just step over lines but redraw them entirely. Gender-neutral isn’t a trend for us; it’s a manifesto. This brand is our shout into the void, echoing back as the voice of a new generation.

– Zikon, Founder of Yabi brand ZIKONCHEN

For young Chinese indie designer brands that emerged from the heart of this vibrant youth culture, many of them naturally resonate with the Yabi aesthetic: edgy and forward.

Diving into the heart of Yabi’s influence, we encounter ZIKONCHEN, a brand challenging norms and advocating for a bold, gender-neutral future in fashion. Through ZIKONCHEN’s lens, we see a canvas where each piece is a statement, a call to the brave and the audacious to redraw the lines of fashion and identity.

Yabi is gradually reshaping urban China’s fashion scene, with 78.6% of its audience from Gen Z, and women representing 83.2% of this group. Predominantly present in major urban centers like Guangzhou, Chengdu+Chongqing, Hangzhou, Shanghai, and Beijing, Yabi is also synonymous with an expressive rave culture that blends music with distinct fashion sensibilities.

Yabi aesthetics also invigorates niche retail, as boutique stores specializing in unique, edgy fashion finds thrive, catering to the distinct tastes of the Yabi community.

The essence of Yabi lies in its diversity, drawing from a spectrum of subcultural styles—from Y2K’s nostalgic touches to Punk’s defiance, Goth’s mystique, and the avant-garde edge of Futuristic designs. These influences interlace to form a dynamic mosaic, reflecting the eclectic nature of its adherents. More than just fashion, Yabi is a manifestation of artistic expression, capturing the bold creativity and spirit of a generation poised to redefine the boundaries of style.

Our dialogue with Kira, a Gen Z fashion influencer, reveals that the Yabi aesthetics is much more than just clothing—it’s a personal narrative, a visual language of self-exploration and expression. Each outfit is a testament to the wearer’s unique journey, a tangible illustration of their evolving identity crafted with deliberate intention and artistry.

My journey with Yabi is evolving, from loud and proud to subtle and refined.It’s not just fashion; it’s the art of personal evolution, where every accessory I choose tells the tale of who I am becoming.

– Kira, influencer

Furthermore, there might also be an internal discernible shift in its aesthetic direction among the Yabi audience. The community, once known for its bold and outspoken sartorial choices, is now also embracing a more refined elegance. This subtle yet significant change signals a maturation within the Yabi style, as its audience seeks to harmonize the vibrancy of their youth with a polished sophistication that still retains the essence of their original defiance.

Top featured brands that resonate with the Yabi style include New Rock, celebrated for its gender-neutral and cutting-edge designs; Balenciaga, which dominates the handbag realm with its standout creations; Vivienne Westwood, a name synonymous with avant-garde jewelry; Rick Owens, commanding attention from the male Yabi demographic with its bold designs; and Jean Paul Gaultier, whose artistic and iconic print designs have become a hallmark of the Yabi aesthetic. 

Each brand plays a pivotal role in the Yabi narrative, offering more than mere fashion statements; they provide distinctive pieces that echo the individualistic ethos and creative spirit.

Yabi style stands as a testament to a well-rounded and holistic approach to fashion, deeply interwoven with the culture’s core values and identity. 

The essence of Yabi is most evident in its apparel, which captures 46% of conversation within the community, serving as the backbone of this distinctive aesthetic. Beyond clothing, it extends to accessories and jewelry, which are more than mere embellishments; they are integral for personal expression, allowing wearers to inject their narrative into their look. Complementary elements such as handbags, and shoes are not afterthoughts but are carefully selected to enhance and complete the Yabi ensemble, ensuring a coherent narrative from head to toe. 

Each piece selected is a building block of a larger story, one that is told with every curated outfit that embodies the unique spirit of the Yabi aesthetic.

Balenciaga and Vivienne Westwood are at the forefront of the Yabi style, each brand infusing its unique design elements that speak directly to the Yabi community. 

Vivienne Westwood’s jewelry collection is a treasure trove of rebellion, with motifs and punk-inspired elements that resonate with those seeking to express their individuality and connection to the Yabi ethos. Balenciaga’s handbags merge utility with statement-making aesthetics, featuring bold metal hardware and leather whipstitching that harmonize with the Yabi style’s edgy and distinct look.

New Rock, the Spanish footwear brand, is making waves in the Yabi community with its signature metal designs that are as bold as they are unique.

Embracing a genderless ethos, New Rock’s boots are known for their chunky silhouettes and versatile style, offering a unisex appeal that transcends traditional fashion boundaries. Their distinctive metal details, from metallic buckles to bullet accents and blade-like embellishments, are visually striking and emblematic of the bold and adventurous spirit which fits well with Yabi style.

Conclusion

Yabi’s rise from subculture niche to mainstream reflects a bold shift in China’s fashion scene, driven by the daring Gen Z. This movement is more than just style; it’s a declaration of individuality and rebellion. As Yabi blends with luxury and premium brands, it challenges fashion norms, showing how subcultures can redefine what’s trendy. This evolution proves fashion’s dynamic nature and the significant role youth play in shaping its future, making Yabi a symbol of change and innovation in the global fashion landscape.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post The surprising way Yabi merges subculture with mainstream fashion for China’s Gen Z – bridging the gap between niche and mainstream appeared first on WalktheChat.

The Double 11 Shopping Festival in China has just wrapped up. Although the eCommerce platforms didn’t reveal staggering sales figures as they used to, we observe quite lively social discussions before and after the event.

By analyzing the social discussions around Double 11, we can get a sense of who the winning brands are in driving engagement and traffic to eCommerce; we can also discover new shopping trends and consumer habits in China.

In this article, we’ll dive into the heart of Double 11 social discussion, by looking at these industry leaders:

• Social discussion overview
• Skincare & cosmetics
• Apparel & footwear
• Luxury
• 3C (consumer electronics)
• Home decoration & appliances
• Others

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Get ready to uncover the story behind the numbers and the evolving world of retail.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post China Double 11 Insight: Unpacking Social Discussion on Industry Leaders appeared first on WalktheChat.

Chengdu, with its population of 21 million, is rapidly emerging as a pivotal hub for global fashion brands. This city is an attractive alternative to the oversaturated markets of Shanghai and Beijing, offering fresh opportunities in the fashion industry.

This analysis delves into the burgeoning fashion trends within the dynamic Sichuan-Chongqing region. Anchored by Chengdu’s rich historical heritage and its pulsating contemporary culture, our exploration reveals a unique style narrative that sets the city apart:

• Cultural Fusion in Fashion: Chengdu’s distinct historical and cultural landscape, influenced by Ba-shu culture, thriving hip-hop scenes, and active LGBTQ communities, significantly shapes its fashion trends.
• Current Fashion Leaders: The city’s style preferences are currently dominated by iconic brands such as Balenciaga, Stussy, Rick Owens, BAPE, Supreme, and EVISU.
• Emerging Labels to Watch: Rising stars like Andersson Bell and Mugler are gaining traction, signaling a shift towards more avant-garde and innovative fashion choices.
• Untapped Market Segments: There is a significant, yet underexplored, opportunity in targeting male luxury consumers in Chengdu.
• Expert Insights: We offer exclusive insights from local buyer stores, key opinion leaders (KOLs), and industry experts, providing a comprehensive understanding of Chengdu’s fashion landscape.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Chengdu, with its iconic pandas, renowned spicy hot-pot, and the breathtaking landscape of the Western Sichuan Plateau, epitomizes the quintessential charms of China.

Chengdu’s past as the birthplace of the Ba-Shu culture (巴蜀文化) showcases its rich history of embracing different ways of life. This area, influenced by the colorful and diverse Southwestern ethnic groups and blended with the mainstream Han culture, has shaped Chengdu into a city that values diversity.

This open-minded spirit is clearly reflected in the way its people express themselves through fashion. Chengdu’s style is a vibrant mix of its multicultural legacy with a modern twist, making it an attractive and dynamic market for global luxury brands that appreciate a blend of heritage and innovation.

In Chengdu, the embrace of diversity and inclusion within the LGBTQ community is not just a social movement but a powerful force in the fashion domain.

This progressive city is pioneering the redefinition of gender norms through fashion, leading to a cultural metamorphosis that influences local and global style narratives. As such, Chengdu’s LGBTQ community is not merely participating in fashion; they are actively reshaping it, inspiring broader trends, and inviting a dialog on the role of fashion in societal transformation.

Sichuan-Chongqing area’s dynamic cultural tapestry offers fertile soil for the fashion and luxury sectors, providing endless inspiration and opportunities for brands to connect with a deeply rooted and vibrantly evolving culture.

Numerous esteemed fashion labels, including Burberry, DIESEL, Adidas, and Vetements, have aligned with the values of the LGBTQ community—embracing inclusivity, diversity, and acceptance. By launching special collections featuring rainbow motifs and messages of LGBTQ solidarity during Pride Month, these brands strategically position themselves within a progressive and socially conscious marketplace.

Chengdu’s discerning audience demonstrates a strong preference for pivotal and edgy designs.

This trend is evidenced by the notable sales growth for sheer tops in the city, outpacing other regions. Lydia, the founder of a prominent buyer store, corroborates this data, indicating a unique market inclination towards daring and transparent aesthetics in fashion.

The prominence of hip-hop culture in Chengdu and Chongqing stands as a distinctive cultural pillar, with many of China’s leading rappers, such as GAI, Bridge, and PSY from this region.

Chinese hip-hop, while drawing from Western influences, is distinguished by its unique approach, emphasizing subtle social commentaries, youth culture, personal struggles, and traditional brotherhood. This distinct local flavor has a marked influence on China’s fashion scene, inspiring styles that echo these deeper cultural themes.

Chengdu’s rappers and artists transcend their musical renown, emerging as pioneers in fashion. Their edgy and pioneering attire challenges conventional norms, mirroring the region’s innovative ethos. Often, this takes the form of an eclectic fusion of classic hip-hop attire with local fashion sensibilities, including Chinese traditional elements, forging a unique cultural signature.

Chengdu’s hip-hop scene, with its signature street style, cultivates an open-minded consumer base conducive to brand growth.

Balenciaga reigns supreme in this arena, commanding nearly a quarter (22.73%) of social mentions. Together, Stussy, Rick Owens, BAPE, Supreme, and EVISU contribute to just over 21%, reflecting their strong foothold in the market.

Sissy, representing Fig Fashion Showroom, notes that Chengdu has a strong preference for edgy designs. Brands that embody bold aesthetics and a street-fashion edge tend to outperform in Chengdu’s market compared to other cities.

Andersson Bell is a contemporary fashion brand that hails from Seoul, South Korea. Founded in the mid-2010s, the brand has quickly become known for its eclectic mix of Scandinavian minimalism and Korean urban streetwear aesthetics. Andersson Bell stands out for its gender-neutral designs, reflecting a modern take on fashion that defies traditional gender norms.

Andersson Bell is notably recognized by Chengdu consumers for its strong presence in buyer stores and as a distinguished designer brand, reflecting its impactful resonance within the local market.

Mugler, a French fashion brand renowned for its avant-garde and structural designs, is often characterized by sharp silhouettes, innovative materials, and a futuristic aesthetic. This brand also enjoys a strong demand in Chengdu, placing it as a leading market just behind Shanghai and Beijing.

Chengdu’s affinity for niche luxury brands such as Mugler showcases its refined taste and openness to avant-garde fashion.

Chengdu emerges as a pivotal market for gender-neutral fashion, with brands such as GUCCI seeing substantial Tmall traffic from the city, a leader in this category alongside Chongqing in the top five.

While traffic for established brands is well-distributed across major cities, niche labels like Yohji Yamamoto draw mainly from Beijing and Shanghai, with Chengdu as a frontrunner in the Tier 2 city segment.

Besides, Chengdu represents a significant untapped market for male luxury consumer engagement.

The niche luxury brand Berluti has seen noteworthy success in the Sichuan region, with Chengdu securing 5.32% of the search traffic on Tmall, remarkably outperforming traditional frontrunners such as Shanghai and Beijing.

Conclusion

Chengdu is a burgeoning hub for global fashion, distinct from the saturated markets of Shanghai and Beijing. Its 21 million residents are shaping a unique fashion scene, influenced by rich cultural heritage and contemporary movements like hip-hop and LGBTQ community.

With a penchant for both iconic and emerging labels, and a notable gap in the male luxury market, Chengdu presents a golden opportunity for international brands. Tapping into this diverse and dynamic market requires nuanced understanding and strategic engagement, where the insights of local experts and consumer trends can guide successful market entry and growth.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Regional Dressing in Chengdu: Emerging Fashion Epicenter in China appeared first on WalktheChat.

China’s fashion landscape has witnessed a transformative shift in recent years, as the lines distinguishing men’s and women’s wear have increasingly blurred. Genderless, or gender-neutral fashion, emerges not just as a fleeting trend but as a potent statement of individuality and cultural evolution.

Mentions of this fashion-forward movement on the influential platform Red (Xiaohongshu) have seen a surge, doubling in just half a year, and still maintaining a steady growth rate averaging 16% per month.

In our deep-dive today, we shall explore:

• Defining Nuances: Essence of Genderless Fashion in China
• Pulse of the Trend: A detailed sentiment analysis unveiling the demographics engrossed by this trend and what magnetizes them to its allure
• Trendsetters & Trailblazers: Unraveling categories at the forefront of the genderless wave
• Brands in Focus: A curated spotlight on premium, luxury labels, and emergent designer brands shaping this revolution

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

With an unwavering momentum, Genderless Fashion discussions have amplified, registering a consistent monthly growth of 16%.

This avant-garde movement is characterized by its androgynous silhouettes and a curated palette of neutral tones such as different shades of black and grey, boldly challenging and reshaping conventional gender boundaries.

Delving into the specifics, Fashion Apparel still commands the spotlight in this discourse, while handbag and footwear subtly complements the broader narrative.

Despite its ethos of shattering traditional norms, it’s intriguing to note that the pulse of the gender-neutral fashion movement beats strongest among females embracing ‘boyish’ aesthetics – they dominate over 80% of the conversation.

So, what’s the allure?

Delving deeper, our analysis reveals that a significant 12.85% of posts on genderless fashion resonate with the term “boyishness” (少年感) – a contemporary digital-age vernacular capturing a youthful, spirited energy.

This trend isn’t just about sartorial choices; it’s a nuanced narrative, challenging deeply-rooted Asian cultural prescriptions and expectations of gender representation.

In today’s fast-paced world, many are drawn to the uncomplicated allure of genderless fashion.

Beyond just breaking gender norms, this movement champions a relaxed and effortless aesthetic. Oversized, free-flowing silhouettes stand out as a hallmark, offering consumers a seamless blend of style and comfort for everyday wear.

Our study further underscores this sentiment: a notable 6.08% of genderless fashion discussions highlight “oversize” as a key theme, reflecting a growing priority of comfy and “feel-good” aesthetics in consumers’ daily choices.

In a categorical breakdown, sweatshirts stood out as the leading genderless apparel for September, capturing over 20% of the social mentions linked to Genderless Fashion. Their rise can be attributed to the dipping temperatures, positioning sweatshirts as a universally adaptable and effortless fashion staple.

Additionally, jackets and cargo pants are gaining traction, frequently highlighted in top-trending social discussions, outpacing other categories in engagement.

When pinpointing brands at the forefront of the genderless fashion movement, Uniqlo shines as the quintessential choice for the broader audience, especially this September.

The U series is distinctly promoted for its androgynous appeal, exemplified by male influencers who proudly showcase acquisitions from the women’s collection, such as versatile pieces like the trench coat.

In parallel, the renowned French designer brand, Lemaire, known for its minimalist and ageless aesthetics, often finds itself in the spotlight of social conversations. Notably, Uniqlo’s U Series is often touted as the “budget-friendly alternative” to Lemaire, further emphasizing its influence and reach.

Rising Chinese designer brand, Grotto, is pioneering in the genderless handbag arena.

Embodying ‘Born for Freedom’ in its DNA, Grotto employs materials like sheepskin to craft signature designs, mimicking the texture of rocks with uneven creases in the leather.

Despite global challenges like the pandemic, the brand’s Tmall sales have grown 56.5% YOY over the past three years. Emphasizing its commitment to gender-neutral fashion, Grotto continues to reinforce its gender-neutral positioning by expanding collections in this trend, with over 60% of the Tmall revenue coming from products labeled with “genderless” keyword. The brand expertly taps into this rising trend, continually resonating with its core audience.

Genderless handbags prioritize functionality, often showcased in a muted color palette.

These versatile bags, characterized by ample capacity and predominantly in black, cater to daily commutes or brief excursions, resonating with a broad spectrum of consumers irrespective of gender.

In the world of luxury fashion, brands are embracing the genderless movement with fervor.

GUCCI, under the helm of Alessandro Michele in the past 10 years, has been at the forefront of this revolution. Embodying a Retro Renaissance flair, the brand’s designs are replete with embellishments, creating a maximalist spectacle that epitomizes Gender Fluidity. This approach has resonated deeply with younger generations, reaffirming GUCCI’s position in the luxury segment.

GUCCI’s outerwear, encompassing jackets and sportswear collections, resonates universally, transcending gender boundaries. The brand’s timeless aesthetics and effortless elegance appeal to a broad spectrum of enthusiasts, underscoring its unparalleled appeal in the luxury fashion realm.

However, with Sabato De Sarno now steering the creative ship, GUCCI appears to be revisiting its subtle luxury DNA during its “golden age” – roughly from late 1960s through the 1980s. As we progress into 2023 and beyond, it will be intriguing to witness the evolution and adaptability of this esteemed French luxury house amidst the ever-evolving fashion landscape.

In addition to established European luxury labels, emerging premium Asian brands are making significant inroads in the gender-neutral fashion movement.

Yohji Yamamoto is celebrated for his avant-garde approach, melding Japanese tradition with modern flair.

Noted for his frequent use of black, his designs often showcase oversized, draped silhouettes and impeccable tailoring. By blending menswear and womenswear elements, Yamamoto crafts pieces that transcend gender norms, all underpinned by a distinct blend of rebellious spirit and poetic melancholy.

Chinese designer brand TOFOURTH stands out with genderless designs captivating the young, style-conscious demographic.

Embracing the motto “Nothing is Perfect,” the brand delves into the nuances of fashion, blending innovation with distinction, and simplicity with serenity. Celebrated for its avant-garde ethos, TOFOURTH is a go-to choice for contemporary fashion enthusiasts.

Disclaimer

Conclusion

Driven by younger generations’ desire for self-expression, Genderless Fashion movement challenges traditional gender norms and embraces a more inclusive, fluid perspective on style.

The appeal of genderless fashion in China lies in its amalgamation of edgy designs with an effortless allure, capturing the zeitgeist of contemporary urban youth.

Domestic and international brands have taken note, launching collections catering to this evolving sartorial sentiment. Yet, it’s not just about androgynous cuts or oversized silhouettes; it’s about redefining what fashion means in the context of identity. From wide-legged trousers to innovative fabric juxtapositions, these designs are lauded for their versatility, allowing wearers to craft a uniquely look.

In tandem with global movements championing gender fluidity and diversity, China’s genderless fashion wave symbolizes a broader societal shift. The nation’s youth are not just wearing their clothes; they’re wearing their values, beliefs, and aspirations.

In a rapidly modernizing and globalizing society, the embrace of genderless fashion signifies a step towards a more open, accepting future where style is limitless and self-expression knows no bounds.

The post China Fashion Frontier: Genderless Fashion Discussions Doubled on Social Media appeared first on WalktheChat.

The “Maillard Style“: A culinary-inspired fashion sensation, this trend, reminiscent of the browning reaction observed in steaks, witnessed an astounding surge in August, seeing a +28,900% increase in mentions on Red/Xiaohongshu.

In this edition of our micro trend report, we delve into:

• The Core of the Maillard Style: Understanding its essence.
• Digital Footprint: Evaluating its prevalence across Chinese social platforms.
• Consumer Pulse: Analyzing sentiments and apprehensions related to the trend.
• Origin Story: Tracing back to where and how it began its meteoric rise.
• Aesthetic Exploration: A detailed color and style assessment.
• High Fashion Interplay: Its alignment with luxury and designer brands.
• Versatile Applications: How the Maillard style is mirrored in clothing, makeup, hair color, footwear, accessories, handbags, and beyond.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

“Maillard style” draws inspiration from the Maillard reaction, a sophisticated non-enzymatic browning process in culinary arts.

It captures the nuanced transformation of hues, akin to a steak transitioning from raw to cooked, creating a palette of rich and varied shades.

This style is characterized by a vast spectrum of brown tones, punctuated with strategic accents of vibrant orange-red. A palette evoking sophistication, it resonates deeply with those in the luxury and fashion sectors who appreciate the subtleties of color interplay.

Topics around “Maillard outfit,” distinguished by its layering of multifaceted brown hues and punctuated by bold orange accents, accounted for 40% of Top fashion keywords on Red during the month. This trend has captivated the sartorial sensibilities of Chinese fashion-savvy youth, marking a significant shift in the style narrative.

Furthermore, in contrast to the “Dopamine style” prevalent in the year’s first half, the “Maillard chic” offers a more complementary palette for Asians with yellow undertones. This nuanced color interplay enhances the skin’s appearance, imparting a luminous and refined texture, particularly resonating with this demographic.

The “Maillard style” is widely recognized for its adaptability and versatility, making it apt for many occasions, from work, leisure, dating, outdoor activities, and more. Its mastery in color layering and blending stands out as one of its prime attributes.

However, some critics have voiced concerns, suspecting that the trend’s popularity may have been artificially propelled for commercial objectives.

So, how did it rise to be a phenomenon?

The meteoric rise of the Maillard fashion concept from relative obscurity to widespread popularity is attributed to a strategic partnership between GQ Magazine and Douyin.

On August 6, 2023, these industry powerhouses collaborated for the “Douyin Fashion Trend Release” event. This wasn’t just any showcase; it was a Maillard-themed fashion spectacle.

By leveraging the influence and reach of prominent fashion figures and celebrities, the event witnessed a flood of short videos centered around the Maillard theme. To further the engagement, GQ Lab hosted Maillard-themed livestreams, ensuring that the style was imprinted on the minds of fashion enthusiasts everywhere.

The Maillard trend took off when more influencers and brands jumped on board with Douyin’s official Maillard fashion events. Soon, this trend wasn’t just big on Douyin.

Celebrities and fashion influencers started posting their Maillard styles on other platforms, especially Red. This made the trend even more popular across Chinese social media.

Recognizing the immense traction, numerous fashion labels swiftly unveiled their own Maillard-themed collections. In a span of merely ten days, from August 16th to August 25th, over 400 brands rallied behind the Maillard initiative. This wave of enthusiasm led to staggering sales worth 300 million RMB on Douyin alone.

Maillard is a unique shade within the brown palette, which is distinct from traditional earthy tones. While earthy colors are inspired by nature and often have green undertones, Maillard channels the hues of steak with a tilt toward reds.

Its harmony with Asian skin tones further amplifies its popularity and appeal.

Prominent global luxury and designer brands are making waves in the Maillard-style dialogue. Luxury brands such as Hermès, MaxMara, Miu Miu, and Saint Laurent, as well as designer brands like Tory Burch, The Row, MSGM, etc, have made significant inroads by curating timeless collections that embrace this aesthetic.

The Maillard style, merging “old money” and “quiet luxury” cues, encapsulates a retro and sophisticated representation of urban women. Esteemed designers like Hermès have historically gravitated toward earthy palettes to craft subtle, elegant pieces.

Today’s affluent Chinese consumers are eschewing overt, large logos that turn wearers into “walking billboards.” Instead, they’re gravitating towards a garment’s timeless and versatile appeal. The Maillard style’s alignment with the ethos of “quiet luxury” has been pivotal in its swift ascent in popularity.

The adaptable Maillard color palette has seamlessly permeated various facets of fashion, spanning clothing, hair dye, makeup, handbags, accessories, and beyond.

Either cowboy boots, sneakers, or canvas shoes, shades of brown are frequently chosen to complement Maillard-inspired ensembles.

To elevate the Maillard ensemble, incorporating golden accessories imparts a touch of refinement. Jewelry, be it necklaces, rings, earrings, or even embellishments on hats in harmonizing golden hues, enriches the outfit, adding layers of sophistication and depth.

Bags crafted from leather and suede epitomize subdued elegance.

Typically devoid of excessive adornments, Maillard-inspired bags lean heavily on the innate beauty of leather and suede. Paired with coordinating attire, they elevate the overall aesthetic, lending a rich texture to the ensemble.

Conclusion

In recent times, the Maillard style has emerged as a defining force in the fashion realm, drawing its unique inspiration from the browning reaction observed in steak.

This singular fashion narrative skyrocketed to prominence, dominating August’s social media discourse and accounting for an impressive 40% of top fashion keywords on Red. While the style is lauded for its versatility and adaptability, it hasn’t been without its detractors, some of whom view its ascent as artificially manufactured.

A key appeal of the Maillard palette is its innate harmony with Asian skin tones, casting a flattering hue. This allure has not gone unnoticed by global luxury and designer brands, who have ventured into this domain with iconic brown-shaded outfits, further fueling conversations around this trend.

The Maillard style, in essence, amalgamates hints of “old money” sophistication with the subtlety of “quiet luxury,” crafting an image of retro urban elegance. Its versatility is evident in its expansive reach across various fashion domains, from clothing, handbags, accessories, and shoeswear, to hair dye and makeup.

As it continues to define and shape fashion narratives, the Maillard style underscores a fusion of timeless design with contemporary sensibilities.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post China Fashion Trend: Maillard Style Surges with +28,900% Uptick on Social Media appeared first on WalktheChat.

As the world emerges from the shadows of the COVID-19 pandemic, it’s crucial to examine how various industries have been reshaped by this unprecedented event.

In particular, the handbag industry in China has witnessed significant transformations over the past two years. In today’s article, we will delve into:

• Key takeaways from the post-COVID handbag market overview
• Price range distribution
• Size analysis
• Booming trend: Gender Neutral Approach
• Vintage Luxury: how second-hand market affects purchasing decision
• Evolving consumer preferences and quotes from Chinese KOLs/influencers

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

The first noteworthy trend in the post-COVID handbag market is the divergent performance of affordable and luxury bags.

According to data from Tmall, sales of affordable handbags have declined by a staggering -33%, while luxury handbags have experienced a surprising upswing despite the challenging economic situation, with a +6% increase in sales over the past two years.

This shift underscores a changing consumer sentiment, where individuals are placing a greater emphasis on quality, prestige, and value-keeping purposes regarding their handbag choices.

In the end, affordable handbags are consumer goods and sunk cost, thus are ditched by their target audience during a challenging economic situation; meanwhile, luxury bags can be seen as an investment or asset, thanks to their value and liquidity in the second-hand market. 

Another intriguing observation is the shift in bag size preferences.

Small, compact handbags have gained immense popularity, reflecting a trend towards minimalism and practicality. Small handbags are more versatile for female Chinese consumers and easy to mix and match throughout the year.

Surprisingly, the 4,000-7,000 RMB price range has remained stagnant, representing only 5% of the top 20 handbags sold on Tmall.

Products in this price range find themselves in a dilemma: consumers would rather save money and purchase a more affordable premium handbag or add a bit more budget to get an entry-level luxury handbag.

Post-pandemic, Chinese consumers seek value for money more than ever, demanding quality craftsmanship even when opting for smaller bags or more affordable options.

The concept of gender-neutral fashion has gained momentum in recent years, and the handbag industry in China is no exception. 

As revenue from men’s bags on Tmall declines as a percentage of the platform’s overall bag revenue, brands increasingly embrace gender-neutral styles to appeal to a broader audience, irrespective of gender. 

Notably, six of the top ten men’s bags on Tmall are strategically designed to attract female consumers, reflecting a deliberate effort to expand their market reach.

The success of gender-neutral trend also indicates that consumers are increasingly open to exploring various styles and designs, regardless of gender-specific marketing.

Amid the changing dynamics of the handbag market, vintage luxury bags have staged a remarkable comeback.

Customers now prioritize investing in vintage luxury bags over premium bags from niche brands, leading to an impressive 855% YOY revenue growth for vintage luxury bags on Douyin. 

Quite similar to what happened in Japan after the asset price bubble burst in the 1990s right? 

Consumers are showing an increasing interest in classic, timeless pieces that not only exude elegance and social status, but also hold their value over time.

The final takeaway from the post-COVID handbag market is the changing nature of vintage luxury consumption.

It is no longer solely driven by consumerism; instead, pragmatism is taking center stage. Consumers are looking at vintage luxury bags as investments, recognizing their potential to appreciate in value.

Luxury brands like Hermès and Chanel have sought to reassure their target audience—the affluent class—by significantly increasing prices in recent years, creating a clearer distinction from more affordable luxury brands.

Conclusion

In conclusion, the post-COVID handbag market in China is characterized by intriguing shifts in consumer preferences and behaviors.

Affordable bags are facing headwinds, while luxury bags are on the rise. Smaller sizes and gender-neutral designs are reshaping the industry landscape. Vintage luxury bags return triumphantly, driven by a shift from consumerism to pragmatism.

These trends offer valuable insights for consumers and industry stakeholders, guiding them in navigating the evolving world of handbag fashion in China.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Navigating the Post-COVID Handbag Market in China: Trends and Insights appeared first on WalktheChat.

In this report, our central focus revolves around the burgeoning Ita-Bag style, which has witnessed a consistent surge in mentions (+95% per quarter) on Xiaohongshu over the past year.

We delve into the essence of Ita Bags and explore the factors contributing to their popularity, particularly among the Gen-Z and Gen-Alpha demographics.

This analysis encompasses an in-depth examination of various facets, such as the current geographical distribution of consumers, age-specific trends, and the influential elements that mold luxury brand offerings.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Itabag is literally translated as “painful bag” in Japanese. It refers to bags that are adorned with an extensive array of anime or manga merchandise.

In Japanese, the word “painful” (itai) can describe an extreme devotion or obsession. Thus, these specially decorated bags, which showcase an individual’s intense passion, have come to be known by this name.

There are several ways to create your own Ita-Bag.

You can either seek the expertise of a professional Ita Bag craftsman or take the DIY route by purchasing a bag and decorating it yourself.

Chinese consumers will usually buy a bag that is easy to customize, for example, with spaces to put plush toys and badge placement. 

Although most Ita Bags are made with affordable bags, we observe some affluent young consumers embracing the practice of adorning their Chanel,  Louis Vuitton, or Dior handbags with beloved characters, proudly expressing their intense passion and distinctive personalities.

Ita Bags have found their strongest following among females from the Gen Alpha and Gen Z demographics, with a particular stronghold in affluent Southern Coastal regions, including Guangdong, Zhejiang, Shanghai, and more.

How can brands capitalize on the burgeoning trend among young and passionate consumers? Incorporating a PVC layer or transparent design provides ample room for creativity and customization, offering an enticing opportunity for brand engagement.

When it comes to materials and colors, Ita Bags in lighter shades, crafted from PVC or canvas, reign supreme among ACG enthusiasts. Denim, known for its versatility and durability, also stands out as a savvy choice for these passionate fans.

While the majority of Ita Bags are fashioned from affordable handbags, there are intriguing instances of enthusiasts transforming designer brands or luxury handbags into these unique creations.

Especially in Asian countries with a vibrant ACGN culture, incorporating Ita Bags into daily attire is far from taboo; rather, it’s embraced with enthusiasm. Young girls adore using Ita Bags as a colorful accessory to complement their cute outfits.

Besides, another common occasion for Ita Bags is Theme Parks, which resonate with people’s delightful childhoods.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Handbag Micro Trend: How Ita-Bag is Winning Chinese Female Gen Alpha appeared first on WalktheChat.

As the epicenter of the worldwide luxury market, Chinese consumer preferences and tastes are constantly evolving.

In this report, our primary focus lies on the emerging New Vintage style, which experienced a remarkable surge in mentions (+8086%) on Xiaohongshu in July compared to the prior month. This analysis delves into various aspects, including the latest geographical distribution among consumers, age-related trends, and the influencing factors shaping luxury brand offerings. This encompasses a comprehensive study of color palettes, material choices, and experiential elements that resonate with China’s affluent demographic.

New Vintage in Fashion refers to new products designed with vintage elements, such as worn-out effects or with details from the 80s, 90s, or 2000s.

Trend pursuers in Beijing and Shanghai are the major consumer groups: they contribute 34% of the total engagement related to the “New Vintage” trend on Red, surpassing the whole province of Guangdong, which ranks No.3.

Gen-Z and Millennials are no doubt the vanguard of the New Vintage fashion movement. Chinese netizens have been quick to experiment with this new style, brining New Vintage into their everyday looks.

Gen-Z and Millennials comprise 82% of the engaged audience, with a male audience taking a substantial share of 18%.

Handbags with denim and patchwork or shapes resembling retro styles are beloved by New Vintage lovers. Such styles can be found in brands such as Chanel, Miu Miu, Jellytoyboy, and more.

Another trend worth noticing is the usage of silver metallic bags and throwback denim street fashion. Such style is boosted by 109% in Tmall search volume during the first half of 2023.

By creating a contentious contrast between denim retro style and silver metallic Sci-Fi feeling, this look effortlessly became a favorite among the chic and young. Balenciaga is, without a doubt, the trend leader in this futuristic style.

Worn-out leather is also gaining traction with the fashion-forward youth. Luxury brands like Miu Miu, and rising premium brands such as Alienaire, Acne Studios, and Dirty Six all have published iconic handbag styles featuring worn-out leather.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Handbag Micro Trend: Gen-Z and Millenials Embracing New Vintage Trends in China appeared first on WalktheChat.

Highlights of China Jewelry Report 2023:

In H1 2023, the fashion jewelry market contracted by -22% to 4.7 billion RMB compared to 2020. Post-pandemic, luckily we are seeing a slow recovery of 1% growth compared to 2022. Chinese firms showed resilience, while international brands bore the brunt of the downturn.

Monica Vinader, Emporio Armani, Lola Rose, Agatha, and Gucci are among the fastest-growing international brands in 2023. Monica Vinader’s beads series has grown 9 times this year. 

Luxury hair accessories have grown 66% YoY, a strong trend lead by brands like Alexandres De Paris, She’s, YVMIN, Parada, Miumiu, and Chanel. 

The widening gender income gap may affect women’s purchasing power, and the decline in feminist terminology in the jewelry sector suggests the need for renewed marketing efforts to appeal to women buyers. Instead of “powerful” and “independent”, consumers’ moods are swinging towards other trends such as self-care, jewelry with healing-effect, Dopamine dressing, and New China Styles. 

Gifting trends have shifted, with fewer people buying jewelry for relationship purposes and a rise in purchases for mothers and babies, indicating a shift towards familial and sentimental motivations.

The post China Jewelry Market Report 2023: Insights, Trends & Key Players – A Focus on Recovery, Fastest-Growing Brands, Luxury Hair Accessories Surge, and Evolving Consumer Preferences appeared first on WalktheChat.

NetEase uses AI for creating product photoshoots, packaging design, and more

NetEase, a 58 billion USD Chinese tech company, uses ChatGPT and Midjourney to reinvent its e-commerce design. The team is training the system to generate product backgrounds. Designers then edit products into these A.I.-generated backgrounds to avoid distortion of product information.

According to NetEase, creating a high-definition material with a 3D model would cost 800RMB to 1,200 RMB per picture. The same result would traditionally take 2 to 3 working days. Now with Midjourney, the material photos on the left took 2-3 hours to create.

The difference will be even more extreme when we look at model shoots with animals. Instead of spending thousands in creating the setting and animal models for pet food photo shoots, now both the cats and background could be generated via AI technology.

Chinese tech giants use AI to generate billboard ads

Fliggy, Alibaba-owned travel APP, created over 1,000 posters using AI technology. A.I. enabled the platforms to generate impressive and dreamy landscapes in line with their brand image.

These billboards delivered results beyond the offline world: the tech giants’ breakthrough use of AI in advertising created a hot discussion topic on Weibo, attracting over 150 million views.

Meituan, a publicly listed lifestyle APP, also uses AI to generate ads for its food delivery service.

Storyboard for advertising campaigns

AI is disrupting before the production of assets: it starts during the pitching phase. MatChat, a Chinese advertising director, uses Midjourney to create storyboards for brand pitching. MatChat used to create PowerPoint presentations with numerous reference photos and text descriptions to illustrate her idea. Now she’s just a few prompts away from sharing the creative images she’s imagining.

Doris – an AI-powered social listening tool

A.I. also enabled brands to better understand their customers. We developed Doris, a social listening tool sharing real-time insights on how a brand or a product is perceived by consumers.

A.I. fundamentally changes the nature of social listening in multiple ways:

• Analysis instead of just data: A.I. enables to verbalization of consumer insights in much more sophisticated ways than previous analysis tools. Where most previous tools would only provide keywords, A.I. can give a detailed explanation of the meaning behind the data
• Interpretation of trends: if previous social listening tools enabled to identify peaks of traffic, engagement, or positive/negative sentiment, Doris and such A.I. tools can explain the reason behind the trend. Why did negative sentiment suddenly explode? Is it an issue with a batch of products? Or a failed PR campaign? A.I. can answer this question with nuance.

For instance, here’s an example of the feedback given by Doris about Armani’s lipsticks:

“Several comments mention that the actual color of Armani lipstick does not match the color shown on the packaging or online, with some users expressing disappointment with the color and finding it too pale. Eight comments mention that Armani 214 is not suitable for people with dark skin or lips, and that the swatches in the article do not accurately represent the color. Twelve comments express regret for blindly purchasing Armani 214 and finding it unsuitable for their skin tone or lip color. Two comments express disappointment with the color of the Armani Power Fabric Lipstick, which appears too orange or not as expected.”

Sample of analysis from Doris A.I. about Armani lipsticks

This take is directly generated via A.I. The remarkable thing is that A.I. is able to do the work of a junior consultant, delivering insights and interpretations instead of dry numbers.

AI can also find the top influencers associated with your brand and similar influencers for additional collaboration or seeding. By using semantic analysis on the influencers’ posts and analyzing the pictures from different successful campaigns, Doris can directly point you toward your next collab.

AI influencers collaborating with brands

AI-powered influencers are a popular option for brand collaboration. They are just like human influencers. Each has its own personal values and style. Small bonus: they will never get into scandals and risk hurting your brand’s image.

The top AI influencer is Liuyexi, she is a beauty & cosmetics influencer. Most of her videos are short animation films where she uses her superpowers to fight against evil, spreading joy and kindness around her. Chinese audience resonates with Liu also because her video has a unique mix of cyberpunk and Chinese traditional style. CREATE ONE, the team behind Liu, claimed to invest 500 million RMB into Liu’s creation. After 2 years of operating this virtual IP, they have collaborated with some of the largest Chinese brands, including Chinese automotive brand Xiaopeng and top FMCG brand Master Kong.

AI characters are now becoming popular in the live-streaming world. Instead of a person hosting for 15 hours a day, an AI character can work all day and night, selling products on platforms like Taobao and Douyin.

The cost of using a digital live-streaming host ranges from 5,000 to 90,000 RMB per year, but it’s getting cheaper as the technology develops.

More companies are registering as live-streaming hosts, and this trend is expected to grow rapidly in 2023.

AI-designed green dress generating over 300k RMB in sales

An AI-generated dress, referred to as AI Little Green Dress, went viral on Little Red Book. The keyword quickly reached 33k engagements and 1.3k likes from people interested in buying the dress.

Sensing the business opportunity, several stores immediately began producing the wanted Little Green Dress. The first store launched a 10-day pre-sale link only within 2 weeks of the original post. With this first-mover advantage, the store generated over 216K RMB in revenue by selling over 900 dresses. Another store created a similar product and sold over 200 dresses making over 60k RMB in revenue.

Many customers bought the dress and created their own AI-generated picture to repost on social media, creating an additional wave of content that further pushed the sales of the dress.

The success of this seemingly ordinary AI-designed green dress getting popular, creating 300k RMB revenue, may seem too random for brands to use as a marketing case study. But the impact of AI technology in fashion and packaging design is only starting to take shape.

You can already find costume design and product packaging design services on Taobao using Midjourney, Stable Diffusion, and other AI technologies. Most of the services are priced below 50 RMB to start with. Some are even just selling the prompts to create a certain style of costume design.

Other services, such as rice packaging design, product shooting, and illustration design (with free trial) are all available on Taobao. 33 people bought the rice packaging design service so far.

This is only a glance at the near future: integrating AI and China’s world-class supply chain systems represents a paradigm shift in manufacturing, ushering in an era of unparalleled efficiency and quality.

Opening a Taobao store with the help of AI

A 36Kr news reporter created a Taobao store using ChatGPT and Midjourney. He then wrote a story about his journey of using AI tools to create the Taobao store. The post got over 1 million views on Little Red Book.

The reporter even tried to push the design into production, although the difficulty is the factory requires a minimum order of 500, and the gradient-style print is expensive to produce. Some user were concerned that the AI-produced design would be technically hard to reproduce in real life.

The store got its first order shortly after it went live, then the owner took all the products down. Now it’s just an empty store with 2.5k enthusiastic Taobao followers.

How to use A.I. completely wrong: ice cream brand launches a new product line using AI technology:

Chicecream (钟薛高), a well-known Chinese ice cream brand, launched a new low-cost product line Sa’Saa. AI technology is involved in every aspect of creating this new product: naming, flavor development, packing, and poster design.

Chicecream is a premium ice cream brand with an average product price above 15RMB. The brand even got its nickname “ice cream assassin” due to its high price. The Sa’Saa line is priced at 3.5RMB, the first time taping into the low-price market.

During the same time, Chicecream launched DanSheng, an egg-shaped ice cream line with 3 flavors. Below is the Little Red Book’s reaction to the 2 new products. Chicecream sponsored 39 Little Red Book KOL collaborations while only sponsoring 15 for DanSheng. This shows the company spends at least twice the budget on promoting SaSaa. Even though Sa’Saa got 11 times more engagements, most comments are around the surprisingly low price instead of the fact that it was created by AI.

Here’s a quintessential example of a tech-savvy brand hopping on the AI bandwagon just for kicks. The flavors they’ve launched are far from revolutionary, just your regular red bean, green bean, milk, and chocolate. The packaging design is also mediocre. I wouldn’t be surprised if the designer took the packaging directly from a stock photo library. The company seems to catwalk into the chic AI realm while making a product that looks like a joke.

Conclusion

Chinese companies are rapidly leveraging AI technology to optimize efficiency. Imagine AI-powered design factories, and personalized marketing campaigns, combined with low-cost labor. It’s only a matter of time before the social commerce industry undergoes a transformative revolution. Think twice if you are still underestimating the scope and speed of these changes. It is only a matter of time before forward-thinking brands begin to capitalize on this and gain an edge.

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