New trends in business, big-name bloggers will get up in the country?

Big-size bloggers, this increasingly popular trend in overseas development is somewhat lagging behind. Many girls are still trapped by the aesthetic standards of traditional bone-sensing beauty, and feel that their bodies are “not up to standard”.

New York-based blogger Scarlett Hao is well aware of these challenges. Hao has 170,000 fans on Instagram and is a rare Chinese female blogger overseas. Although she has a lot of fans on Instagram, she is still trying to expand her influence in China. "Sometimes, people who work with me in the United States tell me that I shouldn't sell myself in China. I am very frustrated because they feel that domestic consumers are still far from accepting the concept of big-name bloggers," Hao said.

However, veterans in the fashion industry have also discussed a lot of topics that traditional beauty needs to be diversified. Luxury brands can pay special attention to this aspect. Entering large codes can not only contribute to improving women's self-image, but also challenging today. The business environment is also a new strategy.

In the United States, the slogan of Aerie, a lingerie brand that focuses on teen fashion, is “to enable all women to love the true self”, and its underwear size reaches DDD, with sales in the first quarter of 2018 increasing by 38% year-on-year. Sales of large underwear brands such as Victoria's Secret are expected to fall 2% in the fourth quarter. Earlier this week, a group of full-bodied women protested the brand in Oxford Street, London, and called themselves "fallen angels."

While this feminist message resonates with more and more Western women, China has not found a large audience, but now this trend is quietly changing.

One of the factors that led to change is the rise of a new generation of consumers who are eager for individuality in the country. Many Millennials and Generation Z consumers like to take risks and value personal success. These changes in demographic structure, coupled with the gradual enlightenment of public opinion, may be a good time to develop a large-size brand.

“Compared with the older generation, the current millennial and Z generations, especially those living in the first-tier cities, are more likely to be influenced by overseas culture and ideals,” said Hubert Chen, deputy fashion director of Red Show Grazia China. “While many people in China still lack a cultural background to appreciate diversity, consumers are more likely to understand and are willing to talk openly about these phenomena.”

The blogger Hao believes that her generation is ready to accept the culture of China's Body Postitive and has the commercial potential to develop a large-size clothing brand: “Many domestic girls ask me for posts on Instagram every day. Where did the clothes on the top be bought, which indicates that the brands currently available on the market are really limited."

Some domestic retailers have also noticed this demand. According to the "China Daily" report, some stores on Taobao can earn more than 15 million US dollars per year in the purchase of oversized size clothing. The average income of large size models on Taobao is twice that of normal models. The demand for large size brands is increasing. Big but entangled in the lack of model resources.

Fashion influencers, social media and online sales platforms can provide brands with different ways to reach out to this community in the country - Tmall has deployed strategies in this regard.

At the recent 10th Anniversary Celebration of the Double Eleven Shopping Festival, Tmall invited Japanese comedians and big-size models to Watanabe, and received positive feedback from netizens. In fact, when the host of one of the performances made a derogatory comment on Watanabe's body, many netizens defended Watanabe and severely criticized the speaker's personal attack. So far, related topic tags have already had 20 million readings on Weibo.

However, many Western brands are still holding a wait-and-see attitude in promoting the large-size sports in the Chinese market. So far, they have not been involved in this marketing hotspot. However, with the booming e-commerce culture and the background of national pride - conservative overseas brands are facing competition from local fashion. These brands are more flexible and socially relevant in marketing strategies, so overseas brands There may be a risk of losing market share.

“The most important thing is that Chinese consumers want to see a brand with personality,” said Hubert Chen of Red Show Grazia. “Brands that have celebrated diversity and inclusiveness should not dare to say their own ideas.”