China is the largest exporter of scarves
Although China's scarf market is large, it is difficult for brands to enter the Chinese market. Because scarves are manufactured at a higher volume than the market, this is why it's difficult for brands to enter the Chinese market. China was the first country to export scarf products in 2020 at a total of 1.01 billion USD. However, China's scarf import volume is only 127 million US dollars. This is significantly less than China's export volume. It is important for brands to understand that there are many local brands as well as other brands competing in the Chinese market.
What are the Top Countries to Import Scarves from China?
Brands who wish to enter this market should know who is winning it. These are the countries and regions that currently export the most scarves into mainland China.
France - 56.2M USD
Italy - 52.9M USD
Hong Kong - 2.76M USD
United Kingdom - 2.45M USD
India - 2.07M USD
This survey shows that Italy and France are the clear winners in exporting scarves to China. It is clear that Chinese consumers value the unique selling point (USP) of scarves made from French or Italian origin. You can also see that Chinese consumers will trust scarves made from French or Italian fabrics, as they are more likely to believe these products are high-quality.
What You Need to Know About Chinese Scarves Customers
What are the most popular scarf materials in China?
Silk, cashmere silk rayon, acrylic and polyester are the most popular scarf materials in China. Because they are natural materials with a premium touch, silk, cashmere and cotton are always considered to be the best quality. The personal value of these 3 materials is also different for Chinese consumers.
Cotton can be considered Warm, Non-luxury Daily Use
Cashmere can be considered Warm, Luxury, Fashion & Daily Use
Silk can be regarded as Fashion, Luxury, Decorative.
These materials are viewed by Chinese consumers from many perspectives, including price, function, and situation. You will use different advertising and storytelling depending on the materials used to position scarves. Using scarves from your collection to promote your brand in China will allow you to create different stories and advertising.
How Western Brands Can Succeed in China,
The Chinese 5500 year-old Silk invention was the first. The material and craftsmanship are three of the most important elements in silk products.
What is the best symbol for high-quality silk material quality? Pure silk is rarer and more valuable than other silk materials. While many brands claim their product is 100% silk, they are not using pure silk. This is because pure silk is more difficult to produce and therefore more valuable.
Silk products require skilled craftsmanship. The manufacturing process has a significant impact on the final product's quality. In China silk is a highly skilled material. It is important to let your customers know that your brand is proud of the quality of silk craftsmanship.
The design is another important factor that demonstrates the variety of silk brands. Imagine your brand competing against local silk brands that are well-crafted and have good materials. Your design can help you stand out from the rest. Silk scarfs are different than other silk products because they are connected to fashion design and not touch and material. Adding value to your products by underlining your design. read this
How did Luxury Brands win the Chinese Scarf Market in China?
The modern silk scarf, despite its long history in China was actually created in the west in the middle-age. Hermes discovered the untapped area of western silk scarf culture, and played a nice game on it. Hermes Silk Knots is a free app that teaches customers how to tie and wear their scarf. It also includes styling tips and step-by-step tutorials. This was a great market education move that helped build their brand in the scarf industry.
Read more https://fashionchinaagency.com/stand-your-brand-in-scarf-market-of-china/
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