How Difficult Is It To Represent Korean Brands?

Not long ago, in the new century clothing trade city of Beijing, 13 clothing brands from South Korea jointly displayed the fashion products of autumn and winter in 2008.

This is another cooperation between Seoul fashion center and the Chinese circulation industry, aiming at finding a way for Korean brands in the Chinese market, hoping to introduce more Korean brands into China.

It also opens a new path for Chinese Fashion Agents eager to find new breakthroughs.

The popularity of Korean young avant-garde fashion has been increasing in recent years. The fashion attraction for Chinese consumers is increasing. It has both the leading edge of European fashion and the Asian style. With the love offensive of handsome men and women, Korean clothing products have gradually become a member of the Chinese consumer market.

When the second brand of Korean brand was unveiled in the new century business city, the Chinese agents on the stage moved their brains.

In the Korean market, how to represent a good Korean brand?

How much money do we need to invest?

How can logistics be ensured?

How big is the risk?

In an interview with E, CHINA, chairman of Korea's Seoul fashion center, and Jade Kim, who has organized two Korean brands to explore the Chinese market in an interview, they not only analyzed the needs of Korean brands for Chinese agents, but also revealed the secrets of how to deal with Korean clothing enterprises.

In his view, Korean brands have three "baggage" in their minds, which are blocked between them and Chinese agents.

Jade Kim, which is native to Korea, speaks the same fluency in Chinese, which gives him a convenient condition to lead needles between Chinese and Korean garment enterprises.

For South Korea's clothing industry, Jade Kim believes that the word "saturation" is enough to summarize its actual situation. "Korea's social rhythm is very fast, and fashion cycle runs very fast. Although there are new models coming out on the market, new brands appear frequently and look very hot, but the industry is already in a state of saturation.

Clothing brands in Korea need new breakthroughs and expand the market.

At the same time, they also need to communicate with other countries in terms of brand design.

The concept of fashion is not only clothing, but also cosmetics, which represents the trend of culture and the state of economy.

Korean brands need more market space, and China's market is very suitable for Korean brand development.

After the first time that brand dealers came to China to dock with agents in the new century, Jade Kim once organized these brands to have a meeting. When they summed up the ideas of these brands, Jade Kim found that their expectations and worries were coexisting in the Chinese market. "Before they came to China, they wanted to open up the Chinese market, but they were always afraid of being deceived and afraid of detours.

Many Korean brands are biased against Chinese agents, who think they do not understand the market and have high imitation power.

Although there are also brands coming to China, they are successful, but after all, a minority, most of them fail.

They believe that the cause of the failure is largely due to the strong imitation power of Chinese garment enterprises.

Our two cooperation with the new century is that we hope that through this landing, we can dispel a part of the concerns of the brand players so that they can understand the market, prepare for them, adjust them mentally and strategically, bring opportunities to enterprises, redefine the operational plan, and change a kind of angle and vision to determine which direction to go.

Jade Kim hopes that E CHINA can sum up the opinions of most Korean brands. Combined with the market conditions in China and the ideas of agents, it helps brands identify a way of cooperation that meets the needs of the Chinese apparel industry and can be accepted by Chinese people, which can change some of their prejudices.

Apart from being worried about being imitated, the credibility of Korean clothing brands is also most worrying.

After the two China trip, Jade Kim believes that many Chinese customers want to represent Korean brands.

So what do Korean brands think?

What qualifications do they focus on the agents most?

Jade Kim said: "Korean brands have many standards to measure agents, but credit is the most important concern. Although some agents are not strong enough, credit must be the best.

But this process needs to be observed. This is also one of the reasons why many brands have more contact with agents, but it is always difficult to join hands.

Jade Kim believes that Korean brands actually focus on the soft power of agents, and are very resistant to buyout cooperation.

"They are biased against Chinese customers. They think these customers do not pay attention to fashion, style and brand image. They only pay attention to the price. Korean brands need customers who can understand the brand concept. They come to China not only to sell goods, but to expand the brand influence. They just want to make money, but they can not do the identification with company.

With such approval, South Korea has design capability and creativity. Chinese customers have channels and production capabilities. The best way to cooperate is to create the Chinese market together.

But just to make money, buyout deals are unacceptable to Korean brands.

They are most afraid of Chinese customers to buy only two pieces each, and then imitate and go public.

The psychological burden is heavy.

This also allows brands and agents can not communicate to the depths, will miss a good opportunity.

In most cases, fashion is a more common term, but its vagaries are attracting and controlling countless people.

In the field of clothing circulation, this characteristic is more far-reaching.

The Chinese market is particularly attractive, but Korean brands are still reluctant to start. Jade Kim said, "people who make clothes know that brand design often has to advance in advance. Script src=>