Seven wolves Zhuang Youngor Men Qi Ben high-end market
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June 17, 2025
Strolling through the bustling malls, you'll encounter familiar names like CHANEL, PRADA, GUCCI, Ermenegildo Zegna, Armani, LV, and many others, now gracing the shelves of countless shopping centers across the country. These international brands dominate the high-end retail scene, reflecting a growing trend toward globalization in China's shopping landscape. As malls continue to elevate their offerings, both in terms of ambiance and brand presence, the proportion of high-end foreign labels is rising, signaling not only the internationalization of these spaces but also their impressive sales performance. For instance, in premium shopping hubs like Beijing’s Shin Kong Place and Financial Street Mall, local brands are scarce, with international brands often making up at least two-thirds of the mix. Even traditionally "civilian" department stores like the Youth Hall in Beijing have undergone transformations, with 42% of their brands being international first or second-tier labels. Similarly, the newly renovated Dong An Market has strategically focused on introducing high-end international brands while phasing out lower-end ones. Data from surveys conducted in malls such as Xidan Shopping Mall, Cui Wei Building, and Shuang'an Shopping Mall show that 73% of their brands are foreign, significantly outnumbering domestic brands. Given this scenario, how can China's domestic brands thrive amidst such competition? Here are some strategies:
**Pushing Designer Brand Representatives:** Septwolves
Septwolves, a leading domestic menswear brand, is leveraging its reputation to establish itself as a key player in the high-end market. The brand recently debuted its high-end line during China International Fashion Week, targeting social elites aged 25-45. Competing with global giants like BOSS, Zegna, and Armani, Septwolves is positioning itself as a premium option within the domestic market. To enhance its appeal, the brand has opened flagship stores and "living museums" in major cities like Beijing and Shanghai, creating immersive experiences for consumers. These living museums not only serve as regional marketing centers but also help build a stronger connection between the brand and its audience.
**Introducing Foreign Luxury Brand Representatives:** Zhuang Ji
Recognizing the need for rapid expansion, some domestic brands are opting to introduce established foreign luxury labels. For example, Joseph Abboud, a renowned American menswear brand, made its official debut in China earlier this year. Represented by Zhuang Ji Group, the brand aims to open 15 stores this year and scale up to 100 stores over the next five years. Targeting affluent consumers aged 30-50 with an annual income exceeding $200,000, Joseph Abboud is set to compete directly with brands like Hugo Boss. With Zhuang Ji Group's recent efforts to restructure and potentially go public, this partnership could prove instrumental in expanding their reach.
**Entering International Sales Channels:** Youngor
Youngor, a well-known domestic menswear brand, is adopting a bold strategy to break into global markets. At their recent "Youngor - Golden Age Night" event, they showcased collaborations with international designers, launching three thematic collections. Known for catering to successful professionals aged 35-50, Youngor has long sought to tap into larger markets. Their acquisition of the menswear division of the American apparel giant KELLWOOD for $120 million in 2008 marked a significant step toward global expansion. Despite this milestone, Youngor still faces challenges in developing its overseas marketing channels. By forging partnerships with international brands and designers, Youngor hopes to strengthen its global footprint and appeal to a broader customer base.
In conclusion, while the dominance of international brands in China's high-end retail market presents challenges, domestic brands are finding innovative ways to carve out their niches. Whether through building designer brands, introducing foreign luxury labels, or tapping into international sales channels, these strategies reflect a dynamic and evolving retail landscape. The future of domestic brands depends on their ability to adapt, innovate, and connect with consumers in meaningful ways.