International Brands Rush Into New Jobs

　　 financial crisis Instead of stopping the pace of international brand development, it made them more clear about the status of the Chinese market. In recent years, international brands have stepped up the pace of entering the Chinese market.

In May this year, Versace Home Versace household products opened an Asian flagship store in China. In August, Calvin Klein home appeared at the China International Home Textile Exhibition. Despite the high price, consumers are still scramble for it, which reflects the appeal of international brands.

International brands explore the Chinese market

Although there are many international brands coming to open up the Chinese market, the level of brand is quite different. In this August home textile exhibition, international brands still occupy a museum in accordance with the usual practice. Some of them are centuries old brands, such as Wedgwood from the United Kingdom. The brand is beautifully craftwork, and some brands are not known, either in style or in fashion. pattern They are more common.

When the reporter went to a booth called "Gul Ahmed Textile Mills Ltd" from Pakistan, the person in charge of the brand told reporters: "this is our first time to participate in the exhibition. China is our first stop in developing the Asian market. China's market is huge. In recent years, with the development of economy, the consumption power is stronger and stronger. " When a reporter asked if they knew the Chinese market, the brand leader said frankly, "actually, we don't know much about it. Our purpose of attending the exhibition is to further understand the Chinese market and find the right agents. This is the first step in developing the Chinese market." The brand leader also said that although the European and American markets are relatively mature, they also mean basically saturated. Therefore, many international brands focus on emerging markets such as China. There will be more brands coming to the Chinese market in the future.

Finding suitable docking channels

Some international brands are not familiar with the Chinese market, and even do not know what Chinese consumers like. Some brands claim that their products are internationalized from color to pattern, but they are obviously not in line with China. Consumer Aesthetic taste. Some other international brands have opened the domestic market easier by making well-known brands in China.

The 251 year old British home brand Wedgwood is the first to bring its bedclothes and accessories to China International Home Textile Exhibition. According to Xu Wenyu, the marketing manager of the brand, HOLA is the general agent of Wedgwood in China. HOLA, which has rich experience in running fashion and living home, has obviously helped the British brand take root in the Chinese mainland market.

It is reported that the Wedgwood Linens bedding series is one of the most legendary cross-border works in the history of Wedgwood brand. The designer inspires the famous brand of exquisite brushwork totem to be printed on top of the top gold Egyptian cotton fabric by dyeing or dyed yarn dyed jacquard. Xu Wenyu introduced the history of the brand to reporters: "Wedgwood started with porcelain, and began to involve in the home textile industry in 2004. The designer skillfully applied the classic design on the porcelain displayed on the bed products, and realized the creative design from the crossing of porcelain to the bedroom decoration." Wedgwood's booth is not big, but it is very delicate, showing the audience the low-key and luxurious style of the British royal family. In order to reflect the brand's cross-border design at the scene, its visual creative team used mural and hanging plates to show the classic totem of the brand, such as wild strawberries, sea goddess and so on.

Xu Wenyu said: "Wedgwood has been in mainland China for two years. Our sales channel is designated as the high-end boutique department store in major cities. Currently, it has 6 counters, and its business performance has always been among the best in imported bedding decoration. We hope that with this exhibition, more Chinese manufacturers, buyers, department stores and designers will know our brand. Achieving such performance in just 2 years is directly related to the selection of agents. Agents with successful brand experience can help brands quickly familiarize themselves with a brand new market.

Home buyer

There are still many international brands to find famous brands in China, such as Frette from Italy and CK home of the United States, which are represented by dinosaurs in China. These international brands tend not to introduce the full range of products into the Chinese market, but rather choose products that are more suitable for the market and fit for the consumers in this market. But who knows the situation of the Chinese market? Who decides which products are suitable for the market? Although the well-known agents in China have rich operation experience and management experience, they can help the brand to get through the sales channel, but obviously the international brand needs more professional product guidance. {page_break}

From another point of view, because the brand scale of the Chinese market is uneven, and although many brands are abundant, not all product lines are suitable for China. Therefore, the Chinese market and Chinese agents also need professionals to help sort out and integrate the international brands.

The wide court has represented nearly 20 international brands. When the reporter asked, "is wide court a product that you choose to sell on a commission basis in the season, or what kind of goods does the brand provide for you? What does the sales of wide court sell?" Li Yuan, manager of the brand marketing department, said: "the role of wide court is not a simple agent or sales role. We will selectively introduce products according to our needs and brand positioning, so that different brands can show a sense of unity and harmony in the stores of wide courts. Our agent's international brand will develop more than ten products every quarter, and we will only choose three or four from it. "

Such a business model has spawned a new career in the home textile industry - buyer. For example, the court should assign special agents to select the brands carefully, so as to ensure the quality and quality of their products.

The buyer originated in Europe in the 60s of last century. It refers to people who travel around the world, always pay attention to the latest popular information, and grasp certain fashion trends and large number of fashion resources. They make exchanges with basic suppliers of goods such as clothing, shoes and caps, jewelry and other suppliers around the world, organize commodities to enter the market and meet the needs of consumers. At present, the buyer system is very common in the clothing industry, and other fields are relatively rare.

China's home textile industry is becoming more mature and gradually becoming a member of the fashion industry. As more and more international brands enter, it is believed that the buyer system will only become increasingly popular in the clothing industry, because professional buyers can make the international brand play the biggest advantage, and at the same time, maximize the potential risks for the agents in the country.