Three Clothing Brands Overseas Survival "Micro Samples"

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 Zhejiang Busen apparel Limited by Share Ltd, raised the tone. The efforts of a Brand Company 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" and "Busen" to "Dong Wei", their story is the epitome of Zhejiang's brand clothing for overseas pricing power.

No.1

"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 Hangzhou Hui Kang import and Export Trading Co., Ltd.

He is responsible for the overseas business of "Jiangnan Buyi".

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It is a coincidence that "Jiangnan Buyi" has entered the overseas market.

That year, a Russian woman named Vera traveled to the south of the Yangtze River to visit the store in Ningbo.

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 35 years, Vera managed to win the "Jiangnan cloth" business. From Moscow to St Petersburg, there were 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 inspection company opened in Shanghai, just to glance at it, adding 1 to 2 dollars per piece of clothing.

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 of New York.

Unexpectedly, the appearance of Chinese brands attracted the attention of the New York media. Some fashion magazines of some newspapers came to visit this "designer brand from China" curiously.

In the New York store, 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, Thailand, 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 on a business trip to Malaga, a holiday resort in Spain, where a 250 square meter store was already open for trial.

In this circle, he also went to Barcelona, and turned to Italy to explore the market.

The next World Cup will be held in Brazil. It is said that it is time for Brazil.

"We will also join in the fun."

Zhu Hao said that not long ago, they received customers from St Paul.

"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.

No.2

"We must find the right position for developing overseas markets."

Wu Yongjie said that the "Busen" strategy at the beginning was to avoid the traditional European and American markets.

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

The first overseas company was established in Dubai.

"Neither Europe nor the United States."

Wu Yongjie believes that the success of Busen's 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, as well as the Middle East, Latin America and African countries entered the "Busen" line of vision.

"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 St Petersburg. The average monthly salary of white-collar workers is between 500 and 1000 dollars, and the consumption power is very strong.

Replicate the development mode of the Chinese market, and Busen quickly cut into the local wholesale market.

Many Russian dealers live in the villa because they sell "Busen" clothes and buy luxury cars.

The huge wealth effect supports this brand to attack the city.

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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 for Busen, this change is a very big opportunity.

"Expand sales in Russian department stores, reduce dependence on wholesale markets, standardize marketing channels, and push the exclusive sales mode."

At this point, "Busen" will make timely adjustments.

While some European brands withdraw from department stores in Moscow, "Busen" has been infiltrating step by step.

Those Russian dealers who sell Busen clothing and get wealth have become the best partners and promoters. Busen has become a dark horse in department stores in Moscow and St Petersburg.

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 Busen, 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."

No.3

"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.

"In Dubai 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" went up to Xinjiang to build a cotton base and formed 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 WAL-MART 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 "at most not more than 30%."

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 Shanghai branch of the Chinese Academy of Sciences, and made use of the natural pearls resources of Zhuji to develop more breathable and sweat absorbing pearl fibers.

Or is it a brand creation?

Xu Yuan

After the financial crisis, some European clothing brands got into trouble. In 2009, the news of Wenzhou businessmen buying Pierre Cardin, a famous French brand, led to people's thinking 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, a part of Zhejiang clothing enterprises have begun to immerse themselves in practice and really step out of the pace of creating brands overseas.

Like Busen, in the most difficult time of the financial crisis, it has sprung up in the department stores of Russia. It has pinpointed its position, and has cast its eyes on the fast-growing emerging markets similar to China, and has applied overseas experience in China.

And the cloth in the south of the Yangtze River has its persistence.

From Paris to New York, from Tokyo to Vancouver, a luxuriant shop not only puts on the "Chinese design" but also sells the high price of "Chinese design".

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.

In Xiaoshan, there is an import and export company, which sells 3000 square meters of private brand direct selling stores in the United States. It is said that business is booming; in Pinghu, a company that sells down garments, seeks cooperation with Hongkong marketing agencies, and opens 7 brand stores in Hongkong, all of which are 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.