Is "Double High" The Consumer Of Silk?

High culture and high income earners (referred to as "

"Crowd" is expected to become a new force in domestic silk consumption. Wearing silk or wearing silk will become synonymous with "double high" status.

The survey shows that residents generally have a higher overall cognition of silk, and their desire to purchase silk products is directly proportional to their educational level and income. People who earn more than 10 thousand of postgraduate education or above earn the highest value.

Silk enterprises should make good product positioning and market segmentation according to the characteristics of domestic consumption groups, and strengthen the R & D of high end and high added value silk products.

Buying motivation, healthy and natural environmental protection

Silk, because of its environmental and healthy characteristics, is gradually favored by high culture and high-income consumer groups.

Related experts in the industry, silk is pure natural protein fiber, composed of silk fibroin and sericin and other proteins, containing more than 20 kinds of amino acids, of which 8 are the essential amino acids of human body, known as the second skin of the human body.

It is an ecological non polluting natural fiber.

And the unique properties of products that are irreplaceable, all kinds of colorful silk fabrics dyed and woven are easier to sew and make into various kinds of high quality garments and decorations, tourist souvenirs and many arts and crafts, which are sought after by foreign consumers as "the source of beauty".

With the popularity of environmental protection concept, consumers are more inclined to choose silk products with health care function. This shows that our consumers' increasingly mature consumption concept and awareness of health and environmental protection are being strengthened.

According to a professional sampling survey conducted by the China Federation of Commerce recently on the cognition of residents in the silk market, the desire of consumers to purchase silk products is directly proportional to the level of culture and the level of income. The purchase value of college students or above is 93%, and the purchase desire of graduate and above education group is 95%. The group buying desire of 8000 yuan to 10 thousand yuan per month is 58.8%, and the monthly income of 10 thousand yuan or more is 61.5%.

The higher the cultural level and the higher the income, the stronger the desire to buy silk.

In the eyes of consumers, a survey of silk brand image shows that 71.9% of consumers choose "health", 63.6% choose "natural" and 32.5% choose "environmental protection".

Most consumers in China recognize silk.

I like to wear silk products because of the recognition of silk's health, nature and environmental protection.

Status symbol, high culture and high income

Silk wearing silk has been a symbol of identity since ancient times. It has become the pronoun of "double high" status since its evolution.

As the best cloth for making exquisite embroidery, it has been the preferred material for Chinese royal noble and dignitaries since ancient times.

The monarch is wearing a gorgeous yellow robe embroidered with exquisite dragon patterns, while the official uniform of Bai Guan uses different colors and fine pattern design elements to distinguish official rank and identity.

The soft and elegant material characteristics of silk make the fashion model of wide robe and high ethereal belt emerge as the times require.

In ancient times, because of the low output of silk, only officials, aristocratic families and so on were able to enjoy silk and satin.

This unique material of silk has been favored by royalty, aristocrats and wealthy businessmen in the Middle East and Europe, and has also created the prosperity of the silk road.

For example, in the ancient Rome Empire, Kaiser the great emperor wore a silk robe to attend the meeting. It was called a dream costume.

The fine character of silk was excavated so early that it became the pronoun of luxury and nobility.

In Japan, silk kimono is the most noble garment; in the west, the sacred objects returned to the church during the Middle Ages Crusade were wrapped in silk.

Today, silk wearing silk has evolved from the Royal aristocracy to the pronoun of "double high".

Silk itself not only has noble and elegant appearance, but also has the inner quality of skin care and health care.

Wearing silk clothing can not only prevent ultraviolet radiation, prevent harmful gases from invading, resist harmful bacteria, but also enhance the vitality of skin cells, promote the metabolism of skin cells, and have a good auxiliary therapeutic effect on some skin diseases.

Because of the special hygroscopicity and air permeability, it also regulates the body temperature.

This is similar to the concept of green organic environmental protection advocated by today.

This is also the important reason why "double high" people choose silk nowadays.

Reshaping brand, making quality and quality

Looking at the current domestic silk market, most of them are dominated by counterfeit OEM or low-end silk products without trademarks. Experts in the industry pointed out that at present, the high-end products in the domestic silk market do not exceed 5%, and there is also a discrepancy between raw materials and brand positioning.

As counterfeit goods and low-end silk products have long dominated the market, silk has even formed a label thinking similar to stalls in the minds of many young generations.

In the survey of the brand image of consumers in the minds of consumers, up to 69.9% of consumers said they could hardly name the names of silk products. 81.8% said they believed in the quality of the old shop, but they stuck to the traditional impression.

This shows that China's silk technology progress and design innovation have not set up their due recognition and image status in the minds of consumers. The new generation of consumer groups lack the awareness of silk brand image, and the loyal elderly consumers continue to decrease due to age and marketing lag, resulting in the current situation of consumer groups getting out of the blue, which is a difficult problem on the silk industry development path.

"Because of the lack of well-known brands, Chinese silk has not achieved its economic value far enough. Our silk enterprises have lost a lot of profits that they should have earned."

Yang Yongyuan, President of the China Silk Association, felt this way when he attended a silk brand forum.

How to make good quality products, improve the added value of silk products, and reshape the brand image of China's silk industry is an important topic facing the domestic silk enterprises. Enterprises should make good product positioning and market segmentation according to the characteristics of domestic consumption groups, and aim at high-end consumers, and lock up "double high" consumers through updating equipment, innovative products, enhancing brand and product added value.

In creating and cultivating silk brand level, Li Zhaosheng, deputy director of the National Cocoon Silk Office of the Ministry of Commerce, suggests that enterprises should cultivate silk brands like cultivating their own children, cherish the honor of enterprises like their own eyes, inherit and carry forward the silk civilization of the motherland as well as protect our lives, treat every silk consumer like their own relatives.