Chinese Traditional Clothing Brands’ Transformation in the Face of Generation Z — Taking Bosideng as an Example

Abstract

In recent years, with the rapid popularization of Internet and emergence a large number Generation Z people, traditional clothing brands have gradually lost their competitiveness in market been surpassed or even replaced by emerging brands.This paper aims to put forward some suggestions Chinese on how deal transformation this environment.By analyzing consumption behavior main consumers current Market, Gen Z: highly connected network, motivated emotion experience pursuing personalization, taking Bosideng, basically captures preference Z. Also, it takes former leader market, as an example, expounding strength weaknesses Bosideng explaining its methods detail--to be more specific, younger, viral products, channel expansion, technology construction.Facing Z, gives three that are still being suppressed new brands, is, focusing innovation, developing channels different dimensions digitalization informatization.