2010, The "Fake Foreign Brands" Are Rising And Falling.

Bottleneck appearance

On a bright summer morning in Harbin, Wang Yuanjun is full of energy. He will welcome his first event in his life.

At the Harbin International Hotel, the preparatory work has been completed, a show show, a marketing lecture, a delicately arranged business district, and a celebration reception. The basic elements of the clothing brand order meeting are all ready.

At the moment, the only thing that Wang Yuanjun is thinking about is how to copy the successful cases of fake foreign brands, so that the franchisee can accept his "French" brand, just like the French brand that he once accepted from Guangdong.

Start

Wang Yuanjun has been doing the clothing business for nearly twenty years, and entering the clothing industry as early as he says is by spreading it up. At that time, in some corner of Harbin, you may see his stalls and the southern goods on the stalls.

Wang Yuanjun is very proud of his experience, because it bears witness to his start from scratch and his diligence.

Relatively speaking, he has always been reluctant to mention too much about the brand of France in Guangdong.

This time from the end of the 90s to the beginning of twenty-first Century in the last century allowed Wang Yuanjun to get the initial accumulation, so that he could have funds to open his order, and let him have the ability to run his own brand - a brand that he registered in France.

But at the same time, this time of agency also made Wang Yuanjun feel pain. He was "kicked out" by Guangdong's "French" brand.

Wang Yuanjun is now the chairman of a French brand China branch, and his wife is the general manager of the Chinese branch.

Obviously, the French brand is unified led by its China branch, and its brand design, operation, sales and other departments are all in China, and the brand holder, namely Wang Yuanjun, is also Chinese.

There is not even any indication that the "French" brand has an organization in France and any entity store.

The brand that Wang Yuanjun is running now is the fake foreign brand known by the industry. It has won the market advantage to fit the domestic "Chongyang" business environment and find a shortcut. Wang Yuanjun has become a member of the French fashion industry. After being abandoned by the Guangdong "France" brand, which followed the same fake foreign card, Wang Yuanjun finally had his own "French lineage". He was determined to "stand on his own feet".

Heart knot

Abandoned by the "French" brand from Guangdong, it has been Wang Yuanjun's heart trouble in recent years.

He has witnessed and directly participated in the "Guangdong" brand in the Northeast market from scratch.

He made a lot of credit, but the pformation of Guangdong's "France" brand into the retail sector after the expansion of the wholesale brand made Wang Yuanjun marginalized and eventually he had to leave.

Wang Yuanjun, who was awakened by a stick, realized the importance of his own brand. He founded his own brand and wanted to get rid of the frustration of Guangdong's "French" brand. Therefore, on the table, Wang Yuanjun always purposely wanted to erase her career as an agent. However, the knot of breaking away from the "French" brand of Guangdong was not "solved". In fact, the knot was getting tighter and tighter. Wang Yuanjun's own brand operation almost drew on the French brand from Guangdong.

"It's so successful that it's hard for me to concentrate on finding different brand development models."

Wang Yuanjun first learned about "France", which he knew from his own experience.

In those days, the "fake foreign brands" operated by Guangdong merchants were popular in the Northeast wholesale market. A large part of the reason was that the local market believed that it was a real French brand, including Wang Yuanjun initially believed in his French heritage.

Thus, under this recognition, when the fake foreign brands are not quite common, Guangdong's "France" brand is rising rapidly, and its investment promotion has been promoted rapidly with the lower promotion cost.

"At that time, only big cities could come into contact with the big French brands, and entered the northeast with a much lower price. I was very excited to be a proxy for such a French brand."

At that time, Wang Yuanjun was confident in the prospect of the development of Guangdong's "France" brand. "In fact, judging from the operation effect, it is indeed a confirmation of my previous speculation that the market is very hot."

Thus, under the guidance of a successful precedent, from the very beginning, Wang Yuanjun's experience of self opening is that if we want to develop rapidly in the Northeast market of "face saving", we should advocate "international famous brand".

Duplication

At the moment, Wang Yuanjun has almost completely copied the "Guangdong" brand that he has followed in the operation of his own "French brand".

No matter brand positioning, target market, operation structure, sales strategy are very similar, and even the brand strategy is convergent - first, the wholesale market, and then the retail market.

Since registering its own "French" brand in 2005, Wang Yuanjun has firmly taken the lead in the wholesale market, and the target area is the Northeast wholesale market that he is familiar with.

In Wang Yuanjun's view, the Northeast wholesale market is the fertile land for the survival of fake foreign brands.

"The wholesale market starts relatively fast, and it does not require much investment as it does in the retail market. For the new brand, the threshold is relatively low, and it is easy to launch."

Wang Yuanjun said, "as for the choice of the northeast, it is because I have been in this market for many years and have a mature network of relationships, and the cost of launching the new brand is even lower.

Coupled with the "good face" characteristics of the Northeast market, it is more suitable for our international positioning.

Wang Yuanjun's "French" brand is the same as the former Guangdong "France" brand.

In order to make this brand, Wang Yuanjun also studied Guangdong's "French" brand, set up his company's headquarters, design departments, factories and other institutions in Guangzhou, only the market in the northeast.

"Business men's clothing is the best way to embody the advantage of the international brand. The consumer group of this clothing series is more interested in the international brand.

Wang Yuanjun said, "as to why our operators will choose in Guangzhou, Guangzhou is one of the first places to contact the latest international fashion in China. At the same time, Guangzhou's manufacturing capability is very strong. In the first time of fashion pmission, its manufacturing capability can be quickly followed up."

Wang Yuanjun's design department and other agencies are located in Guangzhou, making it the first time to "learn from" the fashion trend of truly international major, while Guangzhou's manufacturing capability has made Wang Yuanjun's "reference" a reality.

"Our position is a big French brand. We should have the appearance of a big international brand."

This became the biggest discovery of Wang Yuanjun's agency career.

Beset

Wang Yuanjun has been running his "big French card" for nearly 5 years, but during that time, he never held an order meeting.

Because, in the past 5 years, he mainly in the wholesale market, through the wholesale system, the "French" brand penetration into the street store, thus, unwilling to invest too much cost to shape the "brand image."

Now, the stability of the wholesale market and the overall lack of strength are making Wang Yuanjun start to seek pformation in 2010. He hopes to make a retail market and share higher profits to the "Guangdong" brand he once followed.

So, on this sunny day in summer in Harbin, a grand order will be staged.

A group of agents and merchants from Northeast China were invited to the three echelons, representing Shenyang, Harbin and Changchun respectively.

These agents will listen to marketing lectures so that they can understand and trust Wang Yuanjun's marketing strategy.

They will also watch Wang Yuanjun's carefully designed dynamic show so that they can understand the great strength of the "international" brand.

Finally, they will go to the negotiating table.

This order meeting, Wang Yuanjun made a careful arrangement. He brought the designer who was placed in Guangzhou to Harbin, and displayed all the satisfactory design works at this order meeting. He wanted to reappear his agent's excitement in the representatives of agents and shopping malls who participated in his brand ordering society.

However, the environment that Wang Yuanjun is facing now is no longer the same as before. The proliferation of fake foreign brands has made more people immune. In fact, almost no agent who participates in the ordering society believes that Wang Yuanjun's brand comes from France.

These agent franchisees took Wang Yuanjun's "French big name" general agent business card, just smiled and did not express too much.

More importantly, Wang Yuanjun's "

Now that pure international brands have entered the northeast, Wang Yuanjun's complete imitation has had the opposite effect. The agent of Wang Yuanjun's "French origin" does not believe that the selling price will not be recognized by the market.

Even before, customers who followed Wang Yuanjun in the wholesale market began to become hesitant.

An agent who was highly valued by Wang Yuanjun and praised by the public in Heilongjiang, did not even take part in the business negotiation after the show. He just looked at the goods repeatedly and took the price list carefully to calculate.

He told the newspaper reporter that he was not in a hurry to buy goods.

For the representatives of the shopping malls, most of them also take the purpose of "seeing the market" and observe Wang Yuanjun's behavior cautiously. For them, the increase in choice, the concern about the "contribution" ability of Wang Yuanjun's profits and the increasingly picky reality of the retail market make it difficult for them to make decisions as quickly as they did in the past.

"The time when we can introduce a" foreign brand "can lead to a hot sale.

Wang Yuanjun's international big strategy seems to be entering a bottleneck. The maturity of the market makes his pformation somewhat difficult. It is hard for him to "move" as easily as the former foreign brands.

At present, the global giants who have enjoyed a high reputation in the world have entered the Northeast market. They have opened up the vision of the Northeast market and promoted the consumers' appreciation of fake foreign brands.

At the same time, the entry of domestic clothing brands has further reduced the survival space of fake foreign brands. In the past, the development mode of the survival of fake foreign brands -- relying on consumers' lack of understanding of brand information and relying on the cheaper international brand price, but also higher than the domestic general brand price to rush out the "international identity" mode of operation, is being disregarded in the market.

"Indeed, domestic brands are causing a great impact on us."

Wang Yuanjun, who felt the adverse atmosphere at the order, said, "the strength of domestic brands has formed many national brands. They have focused on the reality of brand culture and made our positioning in an awkward position."

The promotion of the domestic first-line brand market influence has been recognized and favored by more and more consumers. These domestic brands almost coincide with the "French" brand of Wang Yuanjun in terms of product pricing and target customers.

As a result, Wang Yuanjun also fell into a price increase, not raising the price and losing the "international brand" should have "connotation" dilemma.

"How can French big brands compete with domestic brand products at the same price? Who still believes that we are French brands?"

Wang Yuanjun said, "now we still have to carry the banner of the French brand, but the market changes are forcing us to invest more in brand building."