How To Develop Small And Medium Garment Brands In China Market
On CHIC2010, overseas brands are mostly attacked by Hongkong fashion hall.
海外品牌匆匆趕赴中國，看到潛力熱地，能否玩轉游戲規則？看到廣闊的市場，能否讀懂中國消費者？CHIC海外展館是海外中小品牌掘金中國的聯合戰艦，近年來，海外展團的陣容愈加強大，在廣袤的中國市場，他們是否順風順水呢？
European and American brands:
Can not play the rules of local Games
Many owners of the Italy pavilion have said that China has become a big consumer of luxury goods, and the rich with more than ten million yuan in assets are the biggest driving force for them to go to China to explore the market with their brands.
This shows that many European and American brands target consumers above China's middle class.
Sun Hongwei, director of the Exhibition Department of China International Trade Limited by Share Ltd, said that a big difference between European and American brands and domestic brands is that international small and medium-sized enterprises do not pursue big booths. In terms of displaying their brand image, they prefer to import products into China by exhibition.
In Europe and America, businesses sell products through buyers, and distribute products in a few seasons a year, buying orders from people and buying out products.
In China, agents are mainly employed to recruit agents and franchisees to lay product sales networks.
Sun Hongwei said that the organizers have been guiding European and American exhibitors to change their thinking and try the agent system.
At the same time, it also organizes as many agents, distributors and domestic buyers as possible to come to the exhibition.
But in the current situation, there are still many problems on the road between European and American brands and domestic agents.
An agent told reporters that the price of the overseas two or three line brand is comparable to that of the domestic first-line brand. Although the product is good, it is not necessarily marketable, and it has a very high demand for the agent's concept and strength.
According to past experience, European and American brands generally require agents to set up shop in high quality business circles in the first tier cities, and put forward the requirements of international front line brands for the area, decoration and service of the storefront.
Such a "friend" standard prohibits most agents.
"The first three years of overseas brands entering China are generally hard to get and they are not expensive. However, when you support international brands from obscurity to first-line brands, there is a reality of" brand turnover ", which is common in the history of international brands entering China.
An agent said.
For European and American brands, we must soberly recognize what is "China's potential"?
The potential of the Chinese market lies not in the number of rich people, or in the growth rate of luxury consumption, but in the overall consumption level of all social strata, and the maturity of the concept of clothing consumption.
The mentality of blindly pursuing Chongyang brand is fading away. For most of the two or three tier cities that are rising, they need more products that truly reflect the quality, quality and price of foreign products, rather than an ornament hung with "foreign labels".
Asian brands:
Symbiosis with China market
The geographical proximity, similar cultural roots, and the similarity of race and body shape have built a natural bridge for the brands of Korea and China's Hongkong and Taiwan to enter the mainland of China.
Sun Hongwei said that on the CHIC, Asian companies had much better participation than Europe and America, and Asian companies valued the number of spectators, while European and American enterprises valued the number of professional audiences.
It is understood that the limit of the day's reception of European and American enterprises is 10~20 merchants. It is very difficult for CHIC2010 to come to inquire with nearly 100 businessmen a day.
On the contrary, South Korea, Japan and China's Hongkong, Taiwan and the Thailand and Kampuchea enterprises that were exhibiting before were very welcome.
Asian enterprises have a clearer understanding of the status quo of the Chinese market. Cao Dongbian, chairman of PRUGIO, a Korean company, said that they brought in mid end products. Prices, texture and design were adjusted according to the needs of Chinese local consumers. Although most of them were located in high-end, they were not luxuries.
Different from European and American enterprises, Asian enterprises are actively exploring the capital cities and key cities outside Beijing, Shanghai, Shenzhen and Guangzhou. The promotion forms are more flexible. Fashion shows and hard advertisements are all involved. Relevant government departments also actively organize docking meetings and small exhibitions to bridge the two sides.
In recent years, Taiwan garment enterprises began to focus on the mainland market.
Wu Zhong Xing, general manager of Limited by Share Ltd in Taiwan, China, said that in the past, most of Taiwan's enterprises focused on the development of various regions of the world, but in fact, the growth process of Taiwan's clothing brand was difficult.
30 years ago, the popularity of Taiwan's clothing brands in the international market was not high. Apart from Korea and Japan, the share of Asian apparel brands in the world market was very small.
When the mainland's economy began to grow rapidly, Taiwan clothing enterprises began to plan to enter the mainland market through CHIC.
Wu Chung hung admitted that after last year's financial crisis, many Taiwan clothing brands wanted to make their brands better and take the opportunity to get involved in the mainland.
Wang Yanjun, chief designer of Taiwan's largest clothing and garment company, Mr. Bai Di clothing company, thinks that the general Taiwan manufacturers will set up factories in mainland China. The low production cost of the mainland is a natural advantage. Taiwan's clothing enterprises are wise to turn their attention to the mainland.
"At present, we have set up factories in Shenzhen and other places, all of which are originated from the mainland."
The brands in South Korea and Taiwan say that the consumption consciousness of women in some mainland cities is very mature at present, and their level is not even lost to developed countries.
After attending this year's exhibition, they will set up direct stores in various cities or directly enter department stores so that mainland consumers can understand their brands.
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