IBAC: Explore The New Mode Of International Brand Operation

On the CHIC2010, IBAC displayed more than 300 brands of Paola Frani, Wenice, Byblos, European Culture, NJ-87 and so on in the exhibition booth of the square square, which included men's clothing, women's wear, children's wear, casual wear, leather goods and so on. The price was also divided into three grades: high, medium and low, which provided diversified choices for Chinese agents who were committed to operating overseas brands.

On the fourth day of the exhibition, the reporter interviewed IBAC.

"Over the 4 day exhibition, more than 1000 agents from all over the country came to consult and negotiate. Nearly 5-10% customers expressed strong interest in IBAC's brand."

Mr. Yang Chengan, President of IBAC, said that through this exhibition, IBAC not only accumulated the resources of shopping malls and agents in the whole country, but also achieved good results in the establishment of corporate image and the promotion of business models.

Many foreign exhibitors have been seeking cooperation in IBAC booth, hoping to open the door to enter the Chinese market through IBAC's professional services and deep resources.

Dalian international brand agency Center (IBAC) is composed of experts from various fields, such as senior brand management, marketing and operation management at home and abroad.

In April 2009, IBAC set up overseas offices in Italy and Spain to invite local fashion experts to conduct brand selection, screening, negotiation and introduction.

In early 2010, with the all-round development of domestic brand promotion business, IBAC also opened offices in four places in Beijing, Shanghai, Shenzhen and Chengdu to carry out brand promotion and marketing.

This year, IBAC was the first to take part in CHIC. When it comes to the effect of the exhibition, Yang Chengan thought the result was surprisingly good. He said: "many exhibitors of the Italy Pavilion and the French Pavilion communicate directly to our booth and hope that we will act as their brand. Because of the large number of people, our offshore managers have to convene a small promotion meeting temporarily to introduce overseas IBAC models and advantages to overseas exhibitors."

Affected by the financial crisis, the clothing companies in France and Italy have been having a bad time in recent years, so they often appear in CHIC over the past few years.

"They want to open the Chinese market, but because of the differences in culture, language, and the lack of understanding of the Chinese market, they hope to enter the Chinese market through our intermediary agencies."

IBAC chairman Deng Ran said.

Speaking of the original intention of IBAC, Deng Ran said, "the reason we do this is because we feel that there is a problem with overseas brands entering China."

There are two kinds of channels for overseas brands to enter the Chinese market: the first category, high-end brands, such as Hongkong, Taiwan and Japan, enter China like ITO Zhong.

The second category is that some companies in Beijing, Shanghai and Guangzhou act as agents of international brands. Domestic enterprises do mainly include some popular brands, as well as Chinese brands like Pierre Cardin and Montagut.

The reason why there is a problem in the way of overseas brands entering China is that there are many links between a brand and its production and sales. There are many problems that need to be solved when entering China. If the industry of our country has formed a complete chain, it is better to do some things. Before the industry has formed a complete chain, many things are out of joint. The two links between domestic marketing and foreign brand development cannot be met. Due to the differences in language, culture, trade mode, space distance, tariff and time difference, the cost has increased. These factors lead to many difficulties for overseas brands to enter the Chinese market.

Many overseas brands are optimistic about the Chinese market, so they want to come in, so they take part in various exhibitions. Some exhibitors also seem to have good results. Many people talk about cooperation. Foreign brands are very excited, but after the exhibition, they lost contact within two months.

A basic fact is that there is no agent in China willing to invest in a professional team to cooperate with Italians. There are too many investment opportunities in China. Clothing agents may be one of his investment choices. If the cost of communication is too high, they will naturally give up.

It is not that these products have no market in China, but the cost of communication is really too high.

"Of course, we want to do it, not just want to do one or two brands, but to do more brands, because the cost of building such a platform and chain is very high, and only one or two brands can not be done."

Deng Ran said, "we can build such a platform to serve many enterprises.

This can dilute the cost.

This is the starting point for our introduction of such a model. "

According to Deng Ran's point of view, for foreign brands, IBAC tries to give "one-stop" solutions: including legal affairs, tariff issues, logistics services, and IBAC can give professional advice.

Moreover, IBAC will also study strategies for Chinese market with foreign brands, and the cost they need to invest is very low.

"We can say no exaggeration that we are the most competitive."

On the other hand, the purpose of IBAC is not only to provide a foreign brand with a way to enter China, but to choose some good foreign brands that are in line with China's market positioning. This choice is based on the theory that the success of the brand in foreign countries is relatively pale, and it must be tested in the Chinese market if it is to be excavated from reality.

There are two ways to test the market, the first is sales, which is the most direct way.

However, from the present point of view, this method is not feasible because of cost, and can only be done by professional agents.

Therefore, our IBAC is to set up a headquarters brand base, organize the brand to participate in the exhibition, and make a comprehensive evaluation of the brand's future prospects with a professional perspective.

It includes products, prices, images, service systems, etc. most of the appraisers are professionals, such as store representatives, agents and distributors.

After building the platform, we can pick out the best brands through this operation.

When we introduce the brand, we will make a choice, and then we will choose it through shopping malls, so that through two choices, which brands will adapt to the Chinese market will emerge.

This is also a process of brand screening.

"For those brands that are not suitable for the Chinese market, we will conduct brand diagnosis to find out the reasons that are not suited to the Chinese market, and provide a basis for the next step to adjust the brand strategy."

President Yang Chengan said.

It should be said that Italy's fashion enterprises can survive today, big or small, which are good businesses.

Although some enterprises are small in scale, 20 people only make shoes, and they only make 50 shoes. Things are very good. Everyone likes them, but who will open a special store for 50 shoes?

There are many small businesses in Italy.

What IBAC does is to make a platform and combine them.

On the market strategy, Deng Ran said: "our IBAC's market strategy is divided into two categories: one is to be an independent brand, the other is to make a small brand with individuality."

For large independent brands, IBAC will take the form of exclusive stores and take an independent brand approach, requiring its brand to gradually enrich its product line and gradually achieve a full range of brand names.

There are probably dozens of such brands in Italy. The scale of the enterprises is large enough, sales revenue is between 50 million and 2 billion euros, and the product line is very rich, which has been able to support the form of franchised stores.

The second category, which is also a form of IBAC's current main push, is a small enterprise similar to the one mentioned in the previous article, which can only be done with 50 styles of shoes. It combines with other distinctive clothing brands to create a "fashion life center" concept.

For example, a 2000 square meter fashion life center is a concept of a small shopping mall. There are several separate shops and high-end brands.

Other places are open, different experience consumption areas, and can also be understood as a multi brand store.

There is a one-stop shopping concept.

Therefore, IBAC's fashion life center is generally designed at around 2000 square meters, because only by this scale can we meet the family's consumption needs.

Men's wear, women's wear, formal dress, casual wear, children's wear, accessories, shoes and hats, bags and so on can be settled here.

The traditional way of selling in China is the agent. The sales form of one lot has 80% relationship with the brand dealer. The agent is only responsible for selling, selling badly and then returning.

And foreign countries usually use the buying system.

Buyers buy goods. As for buyers, how to mix them in the store can produce better results and sell better.

"China has no buying system. We are doing a way between agents and buyers."

Deng Ran said.

Foreign brands imported by IBAC are buyout.

If there are domestic agents, such as agents in Nanjing, in a commercial building with 200 square meters, you can choose brands from IBAC and mix them.

Moreover, IBAC will eliminate the last place in the internal market, eliminate the bad brands and supplement more powerful and distinctive brands.

"We also know that foreign brands are not likely to sell very well in China at once. We know Zegna is selling very well today, but Zegna lost many years when it first entered the Chinese market."

Foreign brands should run in and adjust with the Chinese market.

What IBAC did was to shorten the adjustment time and reduce the cost of adjustment.

"We think our model is promising, and now we are losing money, but this is a necessary initial investment."

Obviously, Deng ran confident of the future of IBAC.