Three Major Clothing Brands Overseas Capture Large Numbers Of International Fans

Russia, Japan, France, the United States, South Korea... At present, Jiangnan cloth clothing has entered more than 10 countries and regions overseas. Its advocating natural and comfortable style has captured a group of overseas fans.

The cost of a shirt is $10, which is 50 dollars in the retail market. But why do consumers accept the $50? Why are dealers willing to sell the price? That's pricing power. The final form of pricing power is terminal pricing power. There will be no pricing power in the future. Speaking of excitement, Wu Yongjie, executive deputy general manager of the clothing and accessories company, raised the tone. A variety of efforts are centered around the pricing power, and the support behind it is R & D, design, fashion, creativity, quality and so on, so that consumers feel value for money. "You must let the channel be on your side." He said. From "Jiangnan Buyi" to "Dong Wei", their story is precisely the epitome of the brand clothing's scramble for overseas pricing power.

No.1 Jiangnan Buyi: what shall we leave behind?

"Making money is not the most important thing. We want to make our own brand and leave something behind." Zhu Hao said. The card is printed on the manager of Hui Hui Kang import and Export Trading Co., Ltd. He is responsible for the overseas business of "Jiangnan Buyi".

In the street, even in the place of Wulin Square, "Jiangnan cloth dress" also appears dazzling. Its charm is unique and self integrated.

It is a coincidence that "Jiangnan Buyi" has entered the overseas market. That year, a Russian woman named Jiao traveled to the south of the Yangtze River and wandered to the shop in the south of the Yangtze River. A pleasant surprise in the middle of the scene sent her to the headquarters of Jiangnan cloth dress. So, in 2005, the first "South China cloth" opened in Moscow.

Russia is similar to Europe. In its clothing market, there are LV, PRADA and other top brands in the world, but also low priced Chinese products. The "Jiangnan cloth" just fills the gap.

With the support of headquarters, in the past 35 years, the "Jiangnan Buyi" business has been thrived, and from Moscow to the HQ, there are not only seven or eight direct outlets but also six or seven franchises.

In the next year of Russia's landing, "Jiangnan Buyi" went to Japan. At that time, many Japanese brands had been subcontracted in China, so it can be said that "Made in China" is everywhere, but the real Chinese brand is rare.

"Jiangnan cloth" entered Japan's Shinjuku first class department store "High Island House", and soon encountered a high return, which has both the stylistic reasons and the Japanese market's high standard of clothing.

The way is to find a Japanese company in the open inspection company, just glance at it, and each dress adds 1 to 2 dollars. After paying the expensive tuition fee, "Jiangnan cloth dress" has taken a firm foothold.

In 2009, "Jiangnan Buyi" started again, this is the fashion capital. Unexpectedly, the appearance of Chinese brands has attracted the attention of the media. Some fashion magazines of some newspapers have come to visit this "designer brand from China" curiously. In the exclusive stores, the price of "Jiangnan cloth" is between 80 and 550 dollars, with an average price of more than 200 dollars.

It's more expensive to sell well. No matter overseas or in China, "Jiangnan Buyi" has been sticking to its principles. Standing still and doing fine, it is still as independent as before.

Korea, France, Singapore, Canada, Canada... Nowadays, these places can also find "cloth in the south of the Yangtze River". At present, "Jiangnan Buyi" has expanded thirty or forty branches in over 10 overseas countries. While we were visiting Zhu Hao, he was travelling on a holiday resort in Spain, where a 250 square meter store was already open for trial. In this circle, he also went to the market, and changed the way to explore the market.

The next World Cup will be held in Singapore, and some say it's time to come. "We will also join in the fun." Zhu Hao said that not long ago, they received customers from customers.

"Although I am more trouble, I have left more things for myself." RMB appreciation of 10%, 70% to 80% of garment enterprises will lose money. Zhu Hao said that it is not afraid of RMB appreciation to have its own design, quality and brand.

In the second half of last year, "Jiangnan Buyi" carried out a VIP special PARTY in Russia. Sales staff took many pictures of "made in China", and young Russian girls used coloured drawing to show this theme. In Zhu Hao's eyes, the "made in China" has different meanings at this time. {page_break}

No.2: neither Europe nor the United States.

"We must find the right position for developing overseas markets." Wu Yongjie said that the strategy set at the beginning was to avoid the traditional European and American markets.

In 1999, when the first menswear container crossed the sea, "Qi" had gained popularity in the domestic market.

The first overseas company was established in the company. "Neither Europe nor the United States." Wu Yongjie believes that the success of the "international strategy" lies in this. The characteristics of those destinations are: the brand of the country is still developing; the economy has similar rapid growth in China; consumers have a higher awareness of Chinese elements.

According to this standard, then the CIS countries, and the Middle East, Latin America and African countries entered the "eye" view.

"Going to the market of these countries will find that people's dressing concept is changing, and this change is actively guiding the good trend of the garment industry."

It was hard at the beginning. The buyers of big brands in Europe and the United States are hundreds of thousands of orders and millions of orders, and they must declare their own brands, find channels, and deal with after sales.

"But looking back, even if there are millions of OEM orders, the profit is not enough to support brand development." Wu Yongjie said.

Miracles happen in Russia. This is a vast continent. Especially in big cities such as Moscow and China, the average monthly salary of white-collar workers is between 500 and 1000 dollars.

Replicate the development mode of the Chinese market and "cut" quickly cut into the local wholesale market. Many Russian dealers live in villas and sell luxury cars because they sell "dresses". The huge wealth effect supports this brand to attack the city.

In the 2008 financial crisis, clothing consumption was flagging. Russian dealers find that expensive European brands are hard to sell, but Chinese brands with high cost performance are not popular.

The financial crisis has subverted some ideas, and this change is a very big opportunity for "Wei". "Expand sales in Russian department stores, reduce dependence on wholesale markets, standardize marketing channels, and push the exclusive sales mode." At this time, the "Qi" should be adjusted at the right time.

When some European brands withdrew from the department stores in Moscow, they gradually infiltrated. Those Russian distributors who sell "costumes" and get wealth have become the best partners and promoters.

Another experience of Wu Yongjie is that if we want to expand abroad, we must do well in the domestic brand. "Domestic brands are rooted and strong enough to flourish abroad."

By the spring of 2011, there will be a new change in the "Qi", which is to merge the previously isolated domestic and export markets. "At that time, domestic and foreign distributors will participate in the same order meeting." {page_break}

No.3 Dong Wei: competition in the whole industry chain

"Our reputation abroad is more than that in China." Yao Heqing is the general manager of Dong Wei Group Limited.

"Dong Wei" is not familiar with many brands in China, but in the Far East and the adjacent African continent, the western style trousers and casual trousers marked with this symbol have already meant the quality and the trend.

In 2003, "Dong Wei" came out of the country for the first time to show its brand. The wholesale market is starting to take place. Gradually, local dealers find that the brand's trousers are of high quality, with many changes in fabric and style, and they sell very well. So, one by one, "Dong Wei" slowly has a number of fixed dealers.

"Alone, there are seventy or eighty dealers, and they represent more than 10 countries." Yao Heqing said, to make a brand, we must ensure quality. "A small thread may lose you a country's market." In order to control the quality, Dong Wei has built up a cotton base in the north to form a chain of cotton purchase, spinning, weaving, printing and dyeing, finishing and garment processing. In the "East Wei" production line, an ordinary trousers should go through more than 200 processes, and the bag will be pressed repeatedly after a light pants.

In 2006, when he came to the door, he gave a very good profit. He hoped that when Dong Wei did OEM, Yao and Qing hesitated, setting the bottom line "no more than 30% of the amount." The final contract was not discussed.

Yao Heqing did not regret this decision. He said that "Dong Wei" has abandoned the old road of cheap export from the beginning, and can not covet short-term interests and go back to this road.

Only by grasping export channels can we have the right to price.

Nowadays, more than 80% of Dong Wei's products are exported. Although it also faces the problem of rising raw material costs and labor costs, the profits of independent brands can be resolved one by one.

From warmth, style, creativity to function, Yao Heqing believes that the clothing industry is not only a creative industry, but also a high-tech industry. "East Wei" plans to apply more scientific and technological fabrics to trousers, and further widen the gap with competitors. Recently, "Dong Wei" cooperated with the Silicate Research Institute of the Chinese Academy of Sciences, using the natural pearl resources of the locality to develop more breathable and sweat absorbing pearl fibers. {page_break}

Or is it a brand creation?

After the financial crisis, some European clothing brands got into trouble. In 2009, the news came out of the acquisition of famous French brand Pierre Cardin by the merchants. At that time, people thought about buying brands or creating brands.

Some people think that it is too long to go out and create brands. Therefore, the acquisition of foreign brands, especially the acquisition of brands that already have a certain reputation in the world, not only means the opening of sales channels, but also means that they have the right to speak in the industry.

Some people also question that brand is not only a category, but also a kind of association and feeling to consumers, associating with its brand culture and history, feeling the satisfaction that it brings to itself. The brand bought is bad because of its "bloodline", so this association and feeling are also discounted.

Each side has its own reasons. But before the clothing industry, we heard more about buying brands, which seemed to imply that creating brands overseas is a more arduous way.

The clothing industry is an eyeball economy, and is also related to culture. Sometimes clothing brands are like exchange rates, which are related to the strength of a country. If a country is strong, its brand will be strong. In a developing country like China, it seems very difficult for clothing companies to create brand abroad.

However, putting aside the difficulty of the imagination, part of the clothing enterprises have begun to immerse themselves in practice and really step out of the pace of creating brands overseas.

Like this, when the financial crisis was most difficult, it sprung up in the department store of Russia. It found its own position, and cast its eyes on the fast-growing emerging market similar to China.

And the cloth in the south of the Yangtze River has its persistence. From "to" to "from" to "a", a luxuriant shop not only sets "Chinese design" but also sells "Chinese design" for a high price.

Dong Wei is not known as a brand in China, but it believes that "quality is life" is a universally applicable principle. Its insistence has touched the hearts of consumers in the target countries.

The selection of these three micro samples is due to the fact that their predecessors did not go much, and they gave hope to the latecomers.

In fact, there are many ways to go out. There is an import and export company in the United States, in the United States to open 3000 square meters of private brand direct selling stores, it is said that business is booming; in a company that sells down garments, find a marketing agency to cooperate with each other, and open up 7 brand stores, and every household is profitable.

Of course, these are not the mainstream. At this stage, we can only say that we are still testing water. A card is a rose with thorns. You have to endure the pain of companions if you want to get the beauty of it.

Maybe Li Rucheng is right. Brands don't have borders. As long as you work hard, do not control whether it is bought at home or abroad, or created by yourself. I hope one day, the world famous brand of this industry will belong to the world.