2023中国可持续时尚.pdf

SustainableFashion inChina2023 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSocial Listening on Green Fashion1.03244.The state of animal welfare in China153.The state of green consumption in ChinaDrivers of environmentalism in China2.08295.Hypotheses on the future of green consumption in ChinaContent 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSocial listening onGreen fashion1 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat industries are typically associated with sustainability Based on social listening extractions,what industries are mentioned with the terms“可持续,环保,自然,地球”4F&B50%Manufacturing4%Automobiles15%Agriculture18%Transportation7%Fashion5%2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow is“sustainability”interpreted in China?The term“sustainability”is a very broad concept in the Chinese language and can be interpreted into many different terms.From our social listening,here are some common definitions shared by Chinese netizens online.5General terms:#环境保护环境保护/环保环保 Environmental protection#可持续性可持续性 SustainabilityWaste reduction#绿色绿色消费消费Green Consumption#低碳低碳Low Carbon#碳中和碳中和Carbon neutralityGreen consumptionCarbon footprintClean energyPreservation/natural spaces#绿化带绿化带Green roads#中央生态环保督查中央生态环保督查Central ecological and environmental inspection#低物欲低物欲Low materialistic desire#极简主义极简主义MinimalismWhat the gov saysWhat KOLs sayWhat brands say=Concept not as discussed in the west#垃圾分类垃圾分类Waste sorting#关盘行动关盘行动Clean plate movement#零碳生活零碳生活My 0-carbon life#低碳出行低碳出行Low-carbon Travel#ESGWhat isnt emphasized#环保服装环保服装Eco-friendly apparel#88碳账户碳账户88Carbon account#足绿色消费，足绿色消费，做绿色选民做绿色选民Promote green consumption,be a green voter#珍惜自然资源珍惜自然资源Cherish natural resourcesComposting BiodegradabilityActivismSlow FashionSupply Chain Transparency#新能源新能源New Energy#节能节能Energy Saving#可持续生活可持续生活Sustainable lifestyleWater Footprint#非遗传承非遗传承Intangible Cultural Heritage#有机农业有机农业Organic Agriculture#可持续性材料可持续性材料Sustainable Materials#零浪费零浪费Zero WasteCarbon LabelWorld Environmental DayWhat are Chinese netizens talking about when it comes to sustainable fashion?%represents the percent of posts on this topic in the intersection of“sustainability”and“fashion”wordsMaterials 16%Cotton 2%Linen 3%Leather 9%Bamboo 0.6%Silk 0.8%Luxury 5%Hermes 0.4%Chanel 0.4%Louis Vuitton 0.6%Gucci 0.3%Dior 0.3%Burberry 0.1%Vegan leather 1%“Natural”75%“Durable”6%“Reduce consumption”3%2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSources:Douban,XiaohongshuAcademicManuel C.Molles Jr.(U.S.)Publishing Year:2019Case studies on ecology&textbook 认识生态认识生态Ecology Concepts and Applications9.7环境保护环境保护Environmental ProtectionPamela Hill(U.S.)Publishing Year:2022Info on environmental protection in Q&A format9.6EcologyProtection碳管理碳管理 从零通往碳中和从零通往碳中和Carbon ManagementWang Jun 汪军(China)Publishing Year:2022China“double carbon”policy,carbon calculation,market,asset,and management9.1价值投资价值投资:基于基于ESG分析框架分析框架Value Investment:Based on the ESG Analysis FrameworkJin Long 金龙(China)Publishing Year:2021Calculating investment based on ESG models8.9CarbonESG InvestmentHuman DamageBased on true events鲸之殇鲸之殇A Whale for the KillingFarley Mowat(Canada)Publishing Year:2021True story of a whale mother under the threat of human activity9.0最后的熊猫最后的熊猫The Last PandaGeorge B.Schaller(U.S.)Publishing Year:2015Experience of the author as an expert in Sichuan,China.Protection,politics,and future of pandas8.8朱鹮的遗言朱鹮的遗言The Last Words of the Crested IbisTeruyuki Kobayashi(Japan)Publishing Year:2019Distinct species of crested ibis in Japan.Difficulty in an attempt to stop extinction8.6PreservationExtinctionIn academics,foreign books on preservation and protection dominate.Chinese authors dominate the environmental economics topic.Whaling is something that has recently come into the spotlight for ChineseAs the Giant Panda is significant to China and is also endangered,it brings attention to the topic of endangered species in general.大灭绝时代大灭绝时代 一部反常的自然史一部反常的自然史An Unnatural HistoryElizabeth Kolbert(U.S.)Publishing Year:201513 true stories on animal extinction.Perspective of an environmental reporter8.8ExtinctionEconomics Foreign books dominate the sustainability topic in China7Drivers ofenvironmentalism in China2 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat does sustainable consumption mean for Chinese consumers?9DriversHow China differs from the westLess emphasis on individual ethicsHealthChinese consumers,especially parents and caretakers,are very sensitive to pollutants in products.This is very evident in F&B,beauty,and household cleaning products.CitizenshipThe government is a major driver of sustainable consumption via propaganda and policy.We predict this will become the largest driver in the future as the government plans to be Carbon Neutral by 2060.Societal expectationsAs a collectivist society,Chinese people have high pressure to be seen as“doing the right thing”among peers.FrugalismMany families are already mindful about wasting food and resources due to financial reasons.It is common for parents to ask kids to eat their plates clean.Now,frugalism has been replaced with minimalism,not for the sake of saving money but for the pursuit of non-material happiness.Low awarenessNot polarizedSustainability awareness in China is not high,and it is not top-of-mind when making purchasing decisions.We analyzed the top 100 posts about environmental sustainability in China in 2022.Only 21%could be considered activist posts,while only 5%were climate non-believers,which shows that the majority of people fall in the accepting but lukewarm middle grounds.Contrary to western ethics,Chinese ethics is a code on one behaves in a social-role,not necessarily as an individual.Whereas European climate activism is driven by individual ethics,in China this is not a strong driver.Top-downUnderstanding of sustainability is largely driven by the government,rather than consumers putting pressure on the government and brands.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinas top-down sustainability influenceUnlike Europe and the US where activism plays a large role in sustainability,in China,government is the largest influence.10GovernmentKOLs BrandsPropagandaPolicyEducationCrackdownsMotivated by personal interestsEarly adopters of western knowledge of sustainabilityPressure from international consumersMotivated by differentiating their brandProne to green-washing(洗绿)Motivated by reaching carbon neutrality goals,maintaining good international image and soft power.Propaganda cannot be under-estimated Has influence over educationPolicy implemented quickly and thoroughly(such as waste sorting)2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinese celebrities sustainability endorsements reducing plastic useHu GeLi Bingbing is a Chinese movie actress and singer.She is also an advocate for sustainable development.She has been the WWF and UNEP Goodwill ambassador advocating for environmental and animal conservation.In 2009,she founded the brand L.O.V.E,promoting low-carbon lifestyle.L.O.V.E partnered with many brands and companies making positive environmental impact in China.Li BingbingHu Ge is a Chinese actor and singer known for hisroles in a series of historical dramas.Hu Ge is also an environmental activist.Hes a longtime volunteer of”Green River”,an NGO that focuses on protecting the environment of Yangtze River.Since 2013,he visited the Sanjiangyuan area multiple times doing such as trash pickup and habitat conservation.Wu LeiWu Lei is a Chinese actor and started his acting career at the age of 3.He is also an advocate for sustainable lifestyle.He often chooses to bike to work over other methods of transpiration.Wu Lei also participated in charity marathon promoting sustainability,and is the ambassador of different NGOs that help raise awareness for sustainability.Dilraba is a Chinese actress,singer and model.Dilraba also do many charity work alongside her acting career.She has volunteered with NGOs and visited the Tibetan area to help with habitat and environmental conservation back in 2019.She also encourages to reduce the use of plastic bags and encourages people to learn more about environmental protection on her Weibo account.Dilraba 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDLuxury brands focus on local species conservation&recyclingGucciGuccis China official website and Weibo account shares about the brands sustainable initiatives.Gucci is completely fur free,following parent organization Kering.100%Recyclable packaging Gucci off the grid,gucci circular line use of Econyl All directly operated Gucci stores have 100%green electricity,opt for LED lighting Chanel 1.5 missionChanel red camellia collection:97%natural ingredients,packaging fromrecycled material,reduced carbon footprint Switching from air shipping freight to sea freight in Asia Pacific area to reduce carbon footprint ChanelLa MerWith ocean being where the brand source most of their ingredients,La Mer focuses on ocean conservation.La Mer Blue Heart East China sea conservation Partnership with luxury hotels in China World ocean day Weibo campaign Re-nylon,regenerated nylon from recycled plastic and waste Eternal gold collection,100%certified recycled gold Chinese tiger year,tiger preservation Shanghai Prada Rongzhai market,promoting sustainable lifestyle Prada 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDThree of the top eco-friendly Chinese fashion brands13PositionPriceMaterialsProcessUnique pointsPain points Slow lifestyle Minimalist Natural Related to Chinese minority cultures200 to 7,000 Organic Cotton Organic Wool LinenNatural plant dyes Preserving ethnic minorities Enhancing womens working processPerceived as product line of parent company rather than brand Minimal Natural Quality Related to French culture200 to 40,000 Organic linen Silk Organic cotton Cashmere Wool Plant dye Vegetable tanned leather Rain treated Linen Traditional Chinese painting Highly durable Merge of western&eastern philosophyOver priced for target market Zero-waste Simple Chinese but expanded international50 to 5,000 Silk Mulberry tree Biodegradable fibersGarments produced per order,no waste Recycling program Highly biodegradableHard to take care of,easily creases 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCan sustainability be the new Guochao?14Currently,Chinese consumers are highly conscious of sustainable consumption.Apart from increasing awareness of sustainability concerns,the riseof adventurism has changed customers outlook on environmental sustainability.Solif,a foreign brand,has capitalized on both these trends byreleasing bags made from discarded fishing nets and plastic bottles,which have gained popularity among young Chinese consumers and celebrities.Solif has been committed to incorporating environmental protection concepts into its product manufacturing and operations,providing consumers with environmentally friendly,fun,and personalized fashion items,and partnering with like-minded consumers to minimize the negative impact on the environment.Solif not only considers sustainability in product design but also emphasizes environmental friendliness in packaging,transportation,production,and various other aspects.“Ive always been impressed with Solif as a sustainable brand.Whether its their mountain or beach clean-up initiatives,I can feel their commitment to protecting the environment.“Im excited to thank myself for stopping two plastic bottles from flowing into the ocean.”The brand is not only embraced by the general public but also by micro-influencers and celebrities.The state of green consumption in China3 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinese show high willingness to buy green,but in practice,it is not top-of-mind16Sustainability is not top-of-mind for Chinese consumers.Heres what is:Health&SafetyMinimalismNew experiencesStyleSocial lifeIt is important for brands to be free of toxins,especially cosmetics,food and cleaning products.The downside of safety being a motivator is that it also motivates the demand for animal testing in China.As many adventurous activities like camping are trending in China,people are getting closer to nature,and brands can be the bridge.Along with being closer to nature comes the appreciation of nature,leading to environmental care.Sustainable products also have to be stylish and photo-worthy.This is one of the biggest concern of consumers when it comes to sustainable fashion,consumers dont want to sacrifice fashion for sustainability.Many consumers are motivated by minimalism to buy less and buy simpler products,which is inherently sustainable.Concepts like“Less is more”and“Low-material desire”are trending on Chinese social media.Minimalism is also a driver of the second-hand market,as consumers sell of their goods when transitioning to a minimalist lifestyle.Many Chinese people prioritize the approval of peers and family more than individual expression.This is why we see less extreme views towards sustainability.However this is also a motivator for people to do sustainable actions,as its something peers approve of and know is the right thing to do.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow might the government nudge green consumption?17Discussing government plans seems lofty when thinking about consumer behaviour.But in China,the authorities play a much more active role innudging consumers in the right direction.Vaccine incentivesUnder the pressure of realizing herd immunity during the pandemic,some local governments of villages and towns used grocery(rice,flour,oil)and cash rewards of 200 to 300 yuan as incentives to be vaccinated.An incentive system can be activated to encourage consumers to buy green products.On a similar note,the government can also subsidize clean energy and green manufacturing.Waste sortingIn 2019,starting in Shanghai,the government released a waste-sorting plan which was implemented rapidly and strictly with the help of many volunteers.This campaign has led our 1,000 survey respondents to believe waste sorting is the single most important sustainable action they can take,proving the governments influence.Use of incentivesJay walkingIn 2019 the social credit system started to take into account jay walking by using facial recognition.The Social Credit System is continuously developing.As of now,it includes but is not limited to:Financial trustworthiness,commercial trustworthiness,and most important for consumers,societal trustworthiness.A low credit score can impact ability to book trains,send children to universities,and open businesses.Incorporating into social creditTop-down implementationExample:Method:2023 DAXUE CONSULTINGALL RIGHTS RESERVEDMost Chinese people support sustainable fashion,while some have doubts18Numerous international brands have taken sustainable actions by introducing collections made of eco-friendly materials and innovative green fashiontechnologies.We analyzed 144 of the top Zhihu comments(excluding comments with unclear meanings)to gain insight into the Chinese perceptionof sustainable fashion.56%of the comments showed a positive attitude