Opportunities of Chinese global brand builders

• 作者: Zhong Mengxia
• 来源期刊: 中国纺织（英文版）
• 年，卷（期）: 2021,（4）
• 所属期刊栏目: Infocus
• 页码范围: 32-33
• 页数: 2页
• 语种: 英文
• DOI: 10.3969/j.issn.1673-1468.2021.04.013

摘要

The emergence of the pandemic makes more people abroad passively accept online consumption and gradually become addicted to it. Obviously, nowadays, the wave of online shopping is spreading around the world. Since 2017, Google China has been cooperating with WPP and Kantar to update the situation of domestic brands going overseas. In 2021, Google China has issued a total of 25,000 questionnaires in five major consuming countries including the United States, the United Kingdom, Germany, France and Spain, to investigate the consumption of fashion in the international market. According to the survey, one third of people in Britain, the United States and France bought fashion products online for the first time since the outbreak. Take the United States as a example, after the pandemic, the new online consumers account for a large number of men and young people, and more women in Britain and France have expanded their online consumption categories. It is worth noting that new consumers in all countries are more likely to be low-income groups. Therefore, many domestic enterprises can not sit still, and have turned to their global business strategies.