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China'S Market Development And International Brand Dream Come True.

2013/7/25 17:22:00 13

Morten Severon, the head of P keenon fashion, did not realize that after participating in the thirteenth China (Shenzhen) international brand "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "less", "Severon", "clothing trade fair", the 5 companies that had held the test market in China would have changed their attention so quickly and decided to enter the Chinese market.

It is not only those 5 foreign enterprises that are optimistic about the future development potential of the Chinese market. < a target= "_blank" href= "//www.sjfzxm.com/" from New York, designer /a, Diego Diego Binetti and Douglas Hannant are also full of expectations for the Chinese market.

in recent years, with the rapid development of China's economy, the huge consumption potential of the Chinese market has attracted more and more international brands to hit the Chinese market.

The presence of these international brands enriches the clothing category in the Chinese market, and its advanced business philosophy and brand operation mode also provide reference and inspiration for the development of Chinese garment enterprises.

But at the same time, at the same time, in the face of China's increasingly saturated brand format and competitive market structure, can these international brands really achieve their stable and healthy development in China? Can they realize the vision of the Chinese market? p

international brand "Chinese dream" /p >

"during the exhibition, there were so many shopping malls that we came to discuss with us. They showed strong interest in our products."

Morten Severon told reporters that in addition to the design and quality of brand products, the acceptance of Chinese products by the Chinese market is far beyond the expectations of brands.

"P >" we have participated in the Shenzhen trade fair brand is carefully selected, according to the current development of the Chinese market, we target our target market in the high-end market, the selected brands are also well-known brands in the European market. "

Xu Beixi, director of business development department at keenon fashion, told reporters that in these brands, the price of garments is mainly concentrated in 1000 yuan to 2000 yuan, and the price of high-end children's clothing is around 600 yuan.

At the beginning of the P, such price positioning made the Morten Severon less familiar with the Chinese market. But after discussing with some shopping malls and channels, Morten Severon is confident that the 5 brands will develop in China in the future.

"P >" the Chinese market is amazing. Many shopping malls tell me that the price positioning of these 5 brands is very common in Chinese shopping malls, not at all high.

Therefore, they show strong cooperation intentions to us.

Morten Severon said.

in addition to being surprised by the huge potential of the Chinese market in clothing consumption, the Diego Binetti, a designer from New York, believes that the personalized demand of Chinese market for clothing consumption in recent years has also provided great space for the development of foreign designer brands.

"Diego Binetti is the high-end series of our brand. The main role is high-end personal dress, aiming at high-end consumers who have strong pursuit of personal attire, such as performing stars, ladies and so on."

Diego Binetti believes that in recent years, China's pursuit of European and American clothing styles has made it more obvious in design than Chinese local brands.

Similarly, the American designer brand Douglas Hannant, which takes high-end clothing as the target market, also has high expectations for the future development of the brand in China.

"I think we will have more advantages in the Chinese market than European dress brands in the future."

Douglas Hannant, director of channel development, told reporters that the brand has now entered Asia's Japan and South Korea market. As for his recent experience in Asian markets, Asian consumers prefer the "relaxed" dress series compared to the "solemn" style of European dress.

the relaxed interpretation of the dress also allows Douglas Hannant to have a wider acceptance in the positioning of the consumer audience.

"Our target consumers are generally targeted at women aged 25 to 45."

The brand leader of Douglas Hannant told reporters.

The Chinese market looks forward to further strengthening the determination of these brands to enter the Chinese market, but the brand landing becomes a problem that these enterprises need to face.

dream landing reality /p >

to Diego Binetti, who is also a brand designer and responsible person, told reporters frankly that because of its lack of adequate understanding of the Chinese market, he will try every possible way of cooperation in the future development of the Chinese market.

"my clothing brand has been sold in Hongkong and even department stores in Japan. Both sides mainly adopt the cooperation mode of buyer purchasing.

In this regard, in the future development of channels, I also hope to establish cooperation with shopping malls and agents. "

Diego Binetti also said that if a garment company had intention to cooperate in product design and even brand acquisition, he would not exclude such cooperation.

unlike Diego Binetti's groping attitude in channel development, Douglas Hannant has a clear plan for its future development in China.

"what we are looking for is brand partner. This partner is not only responsible for the sale of our products. We hope that it will be fully involved in the production, design, sales, capital and even the operation of the brand in China.

At the same time, we can give it a certain equity in return.

What we are looking for is a solid partnership. "

Douglas Hannant brand channel person in charge told reporters.

At the same time, keenon fashion is responsible for developing 5 brands in the channel, seeking the main way of market cooperation and agents to enter the Chinese market.

"our current opening up to the Chinese market is mainly based on channel cooperation.

In foreign countries, when shopping centers or agents have reached cooperation with selected brands, the specific matters of garment enterprises in channel development will usually be handed over to the channel operators themselves, and the specific problems such as sales and inventory are all handled by the channel owners themselves, and the market risk is also borne by the channel managers themselves.

Morten Severon indicates.

But obviously, such cooperation mode is not applicable to the Chinese market.

Morten Severon found that in developing the Chinese market, 5 brands also need the adaptation process of channel localization.

Xu Beixi told reporters that from the situation they approached with Chinese channel operators these days, China's channel providers are more inclined to cooperate in risk sharing.

"in our negotiations with some Chinese shopping malls, I find that the bottom line that the shopping mall can accept is also the risk of brand 10% to 20%."

Xu Beixi told reporters that in this regard, they will focus on the specific circumstances of the Chinese market and do the specific details of bilateral cooperation.

in fact, no matter whether the landing of foreign brands in the Chinese market can be smooth sailing, its impact on Chinese brands is inevitable.

In this regard, how can Chinese enterprises find their own strengths and weaknesses and face increasingly fierce brand competition?

brand of Chinese brand Japanese brand? /p >

for the first time to come to China's famous British designer Todd, he was surprised by the Chinese market's passion for European and American styles.

"I think many Chinese clothing brands still lack the understanding of European and American styles, and many brands are still plagiarism."

In Todd's view, this has also caused many Chinese brands to be confused in positioning and low in recognition.

"I find that it is difficult to distinguish between Chinese clothing products from low-end, middle end or high-end brands."

Todd believes that at present, Chinese clothing brands simply classify clothing brands according to their clothing categories and wearing occasions.

But this method can hardly be recognized by the market.

Todd told reporters that in Europe, consumers can directly distinguish the brand grades from the aspects of clothing design and quality.

China's brand market needs to accumulate time to achieve such a mature pformation.

for the reasons for the development of Chinese brands, Simon, chief operating officer of the British Fashion Association, said that this has nothing to do with the consumption culture of the Chinese market.

"In Europe, consumers are buying clothes in pursuit of personalization and identity, whereas in China, their consumption habits are just the opposite."

Simon says.

In this regard, in the future of China's clothing brand growth, Simon said that if the brand wants to develop, it must balance the relationship between commercialization and designer's self style.

"All parts of the world are commercialized. Commercialization is also an unavoidable thing for brand development.

But in the process of pursuing commercialization, the brand must not lose the brand personality and the designer's self style, so the designer must be creative.

Simon said.

"P >" in the Asian market, the Japanese brand impressed me very deeply.

30 years ago, when Europeans mentioned Japanese brands, they were very dull and unattractive. But now, Japanese brands are very popular in European markets.

This is because Japanese brands really integrate their design, ideas and brand values into their own product designs.

Todd told reporters.

I don't know whether the future Chinese brands can "take over" the influence of Japanese brands in the international market after experiencing development and precipitation.