The Upcoming Handover Of Chinese And Korean Clothing?
"On&on" brand is the vane of Korean women's clothing.
Korean clothing enterprises are in the forefront of the world in terms of design and merchandising, while Chinese garment enterprises also have unique advantages in the sales network and production. What advanced practices do Korean clothing enterprises have for us to learn from? How can China and South Korea achieve win-win complementarity? In June 26th, the first Chinese and Korean clothing enterprises CEO forum was held in Seoul, South Korea. This reporter was invited to attend this forum.
Around the topics related to the cooperation between China and South Korea, Yuan Dayuan, President of the Korean clothing association, Huang Xiangyun, President of FASHION INSIGHT, Zhou Jianming, director of the clothing guide, Wu Hequn, Deputy Secretary General of the Nanjing Department Store Association, Hu Chengchu, vice president Hu Chengchu of China (Shenzhen), and Shen Yongfang, vice chairman of the apparel industry association of China, delivered keynote speeches respectively. During the forum, the reporter also visited the fifth Seoul Clothing Fair, visited the Korean clothing giant Kok Lee Marketing Co., Ltd., and felt the latest developments in the development of Korean clothing industry.
I hope that what journalists have seen and heard in this visit to Korea will be of some reference value to local garment enterprises.
Inspiration from Korean apparel network sales
In the Chinese market, domestic clothing enterprises mainly sell products by traditional channels such as shopping malls and specialty stores. In the case of more and more shops rents and terminal competition, Chinese clothing enterprises are facing more and more pressure to survive.
Is there a brand new sales mode to liberate Chinese garment enterprises from fierce competition? The mature network sale of Korean clothing enterprises is worth learning from.
At the CEO forum of Chinese and Korean clothing enterprises, Li Wanzhong, President of Korea clothing Cori Marketing Co., Ltd. first came to the stage. The reporter heard from his speech that "network sales" is the key word he mentioned many times.
Korea Kok Lee Marketing Co., Ltd. is the "giant" of Korean women's clothing, and owns three brands of ON&ON, OLIVE DES OLIVE and W.. In 2000, ON&ON officially entered the Chinese market. In 2007, the total sales volume of the company reached 156 billion 500 million won (about 1 billion 100 million RMB), of which the Chinese market realized 32 billion 900 million won. Li Wanzhong said that a large proportion of their sales of 156 billion 500 million won were realized by network sales.
Reporters visited the Korean clothing Kali marketing company found that they set up a network sales department, 24 hours to accept orders from all over the world. "We have special personnel to deal with online orders, and the proportion of online sales is increasing. As the younger generation grows up, I think online sales will become more and more important. Li Wanzhong introduced that in 2004, Kok Lee Marketing Co., Ltd. opened the online shopping platform.
Like the marketing company of Kok Lee, the sales of clothing companies in South Korea have been quite mature. According to the introduction, the network sales of Korean clothing enterprises mainly adopt the B2C mode. Clothing enterprises cooperate with logistics companies to store clothing in logistics companies, and logistics companies are responsible for warehousing and delivery. Clothing enterprises and logistics companies have network software links, through the order and warehouse management system to achieve organic docking.
Through the mastery of the design links and the sales links of the front end of the garment industry, the company has firmly occupied the highest value-added links in the apparel industry chain, and pferred the relatively low value-added production links to China, Vietnam and other countries, thus successfully realizing the strategic positioning of the "light company". As a result, it is easy to understand the value of hundreds of employees of Kok Lee marketing company to create 156 billion 500 million won.
Fashion into fashion industry
The popularity of Korean dramas has made Korean costumes too popular. Korean clothing enterprises attach great importance to cooperation with film and television companies. They mainly provide the scene, clothing and other props for the TV series, and virtually lead the trend. Li Wanzhong said that cooperation with film and television companies can not only promote sales, but also help brand upgrading.
Selling culture and selling clothes has become the consensus of Korean garment enterprises. Korean clothing enterprises have become part of the cultural fashion industry. Among the Korean stars familiar with Chinese audiences are Song Hye Kyo, Gianna Jun, Jang Dong Gun and other Korean clothing brands endorsing ROEM, bestI Belli and Parkland respectively, and have been hyped and promoted in Korean dramas, which are popular in China.
With the popularity of "Korean wave", Korean clothing has accelerated the expansion of the Chinese market. According to the statistics of the sales of Korean clothing in Nanjing by Nanjing commercial department store recently. Nanjing central shopping malls, Xinjiekou department store, Jin Ying shopping center, Dongfang mall, Suning galaxy, Suning globe, ocean department store and other shopping malls sales Clothing: Korean attachment brand series, 100 good, PRICH, SCOFIELD men and women, ELAND, teddy Vigny bear, SCAT, ROEM lady dress, children's wear OURQ, and EBLIN, BODYPOPS underwear series have a high brand advantage, sales ranking ranks in front of all shopping malls 5~8 name.
"In recent years, Korean clothing has been accompanied by Korean culture into China.
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