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Analysis Of Hot Spots: Sino US Fashion &Nbsp; Reserved Geometry?

2011/1/8 9:07:00 217

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New York SOHO District

After new year's day, the world

fashion

People's eyes are staring at New York again. The first major event in the global fashion world starts in New York every year. The fashion week in New York in mid February is like the fashion cutting ceremony in the fashion year. The new wave of the year is about to begin.

However, this magnificent and splendid ribbon cutting, if you peel off all the glittering and glittering glittering looks at the essence, is quite realistic and rational. Like many people who have gone through the fashion week of New York, the United States is a realistic country. It can be seen from the fashion week of New York. If you do not penetrate the strength of the American market, even if you break your head, you must enter the Lincoln Center (the main venue of New York fashion week), and Obama will be invited to the scene with a big deal of money.

Moreover, in New York

fashion week

Under the strict screening system, the possibility of entering a Lincoln Center will be less and less if a brand that is not seen in the mainstream market of the United States.

Over the years, the Chinese brand that has already taken the lead has succeeded in cultivating the virgin land of New York fashion week. It has not only played a leading role in the high-end publicity, but also made the Chinese brand's "international voice" a lot. But how much has the brand really benefited? Is the proportion of input and output normal?

This is not difficult to understand. To this day, China participated in New York fashion week.

brand

No matter what the reason, through a show, there are at least two points for brand managers to be clear: first, the relationship between New York fashion week and the US market; second, the professional buyers who come to New York fashion week can hardly get a lot of impression on a brand through a show.

When people are calculating the Chinese brands' participation in New York fashion week, is it true that brands have begun to invest their eyes in the US market rationally? {page_break}

Reasons for Chinese and American fashion

It can be seen from the comparison that since the Chinese fashion market was opened to the world, the "European and American brands" that we often talk about were actually mostly European brands and a little American brand.

Although CK and LEVI 'S stores are renowned for their popularity, the growth rate of US mainstream brands in the Chinese market in ten years is very slow.

Even in the name of ZARA and H&M in China, the GAP, which is cheaper than the two brands in the US market, has been on the market for many years.

Perhaps it is because American fashion and Chinese fashion have always been somewhat reserved. In the days when Chinese fashion brands shouted "march towards internationalization", they rarely showed the ambition to open up the US market.

In the whole industry sector, while establishing friendly and cooperative relations with Europe, the other leg of the so-called "March to Europe and America" is malnourished.

"It is obvious that market demand and cultural differences make both sides timid."

Tian Jing, President of the fine day international / fine sky Fashion Company Limited, said that the Chinese American who has been engaged in fashion exchanges between China and the US has been sponsoring and coordinating the success of the successful launching of the New York fashion week.

"The US market is huge, and it is not inferior to the Chinese market in the domestic market, but also superior to the European countries with a small land area.

Moreover, the second place of supply of the US brand is Canada, which has a large territory, plus the entire South American market and the European market. Meanwhile, fashion brands in Europe and Japan will continue to enter the US market continuously, with the US brand PK.

Therefore, the United States is not as urgent as the European countries for the development of the distant Chinese market.

Tian Jing said.

Both sides of the market are huge, and the fashion brands of both sides seem to be more or less old. If this is the case, why Chinese brands will strive to march into the fashion week of New York, and this year's China fashion week also has many figures of American fashion people. It seems that the paper that China and America fashion for many years must be broken.

"Do you think Chinese brands are reluctant to enter the US market? I don't think it is possible, and the American brand is also full of longing for the Chinese market. I know that, especially after the financial crisis originating in the United States, let some lazy Americans become active."

Perhaps it is not difficult for us brands to enter the Chinese market. After all, many European compatriots in China can learn from the models that blossom everywhere. As long as both sides work together to eliminate the hesitation of Americans about the practical problems such as "intellectual property protection", "American style" will inevitably join the fashion competition in China.

The American dream of Chinese brands does not seem so easy. New York fashion week is not a shortcut, and blind shop in the United States is also futile.

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Relative advantages and realistic problems in entering the US market

Reality has always been the fashion week of New York and the style of the American fashion market.

Tian Jing, who studied American fashion market for many years, summed up the American consumer awareness very well.

"Americans think that they will buy good clothes, and the requirements for brands are not necessarily true. But one thing is that Americans generally have a consumption mentality. They recognize the region more. They will mostly buy clothing from mainstream commercial markets and mainstream department stores instead of going shopping at a small block shop."

New York Fifth Avenue does not need to say that the SOHO District, which is not too far away from Fifth Avenue, is a fashionable brand gathering place for young people in the United States nowadays. In the United States, such a fashionable shopping district is the main place for American consumption. Most small cities in the United States have only one commercial street with concentrated brand shops, unlike China.

In the mainstream commercial blocks and department stores, there are three types of department stores in the United States. Most Americans look at styles rather than brands. They believe that brands that are open to mainstream businesses are good brands.

"For the Chinese brands who want to enter the US market, the consumption psychology of locals is very suitable for the development of brands in the US. It is difficult for Europeans to accept foreign brands, especially those they are not familiar with. When Americans want to be more open, they do not care if you are from China or other countries, so long as you like your products, they are OK.

I think the possibility of Chinese brands going to Europe and the United States is superior to that of Europe. "

Tian Jing said.

Objectively speaking, so far, the Chinese brand has not yet succeeded in the success of the United States. That is to say, the mainstream market in the United States does not yet have a Chinese brand.

"But I have received many fashion ladies from China to visit the United States. The costumes and costumes they will wear will be liked by many Americans. Americans will ask what brands these clothes are, and they will be surprised when they know they are Chinese brands."

Tian Jing said.

The American fashion industry should be familiar with the Chinese manufacturing industry. Most of the American fashion products come from China. The Americans should be recognized for the quality and technology content made in China, and Chinese fashion can be sought after by the locals in the United States. So how deep is the barrier that "Chinese brand is in the United States"?

"Culture, life and consumption habits, as well as investment costs, are the deepest chasm."

Tian Jing analyzed: "as far as market development is concerned, Chinese brands are very willing to get together and have the sense of fellow townsman, who like to be in many places in China, so it is very difficult to integrate into the mainstream market of the United States."

Everyone knows that many Chinese in the United States take the lead in entering the United States. In the unfamiliar environment, the Oriental brand likes to do business with fellow townsman. It is also reasonable. Besides, it is a factor that operators have seriously considered when they open the shops on the non mainstream commercial streets and the cost of rentals is relatively low.

However, when the brand really falls on the floor, many operators will realize the fetters of reality. In the United States, people's consumption habits are the most pragmatic. They will choose their own department stores or brand stores according to their own income, and the American business market is also quite perfect. Even those with low income have corresponding markets to serve them. Therefore, anyone who has lived in the United States for many years will not choose a small street shop for cheap sake.

"Therefore, the most difficult thing for Chinese brands to enter the US market is not how to win fame, but how to quickly integrate into the mainstream business circle through a good way."

Tian Jing concluded.

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Fifth Avenue in New York

Ways to enter the US market

Despite Tian Jing's successful operation of Chinese brands in New York fashion week, making a wonderful show is not difficult for Chinese brands. But once again, the beauty of the scenery can only be a flash of memory.

"Objectively speaking, most of the people attending the fashion week in New York are professional buyers from all over the world. They do not want the brands in New York fashion week to come for show only. They think you have to have orders for sale if you want to do fashion week."

Tian Jing said.

In order to attract buyers, some brands have rented a temporary exhibition hall in the mainstream business district of New York during the show, hoping that buyers can go to the exhibition hall to discuss cooperation after watching the show.

Little wonder, the professional buyers who "bubble" in New York fashion week will never go to any brand exhibition hall or store in the fashion week. Their work process is to concentrate on the show during the fashion week, remember their favorite brand, and then fly to Europe without stopping, because after the New York Fashion Week, Milan, Paris, London and other fashion week begins.

When these buyers have seen the major fashion week in Europe and America, they will return to the United States and look at the brand store or exhibition hall that is inclined to be fashionable in fashion week.

"Therefore, many Chinese brands have rented the exhibition hall for a short time. People simply don't have time to wait until they come back from Europe to see your products. Chinese brands have already been withdrawn from their stores, and people even feel good about your brand."

Tian Jing's language carries regret.

That is to say, if we want to open up sales in the United States and attract global professional buyers through New York fashion week to expand the Americas and enter Europe, the first step is to have a long-term store or exhibition hall in the mainstream business district of the United States, that is, sales prospects, and enable global business buyers to find you at the first time.

This truth is not profound. Why is Chinese brand still not doing this?

According to Tian Jing, there is an independent flagship store in the mainstream commercial district and mainstream department store of large and medium-sized cities in the United States. One year rent, decoration design, staff wages (the flagship store in the mainstream commercial area of the United States must employ American employees), production orders, water and electricity charges and other miscellaneous expenses together, the total annual amount is about 1 million 400 thousand dollars.

Such a cost is not a small sum for the vast majority of Chinese brands. It is not the cost of every season's publicity and Zhou Zuoxiu's fashion in the two quarter of a year.

"This is the simplest way, but the cost is also prohibitive for many Chinese brands. The other way is to gather multiple brands to enter the mainstream market of the us with the exhibition hall mode."

Tian Jing said the exhibition hall, in fact, Chinese designer brand in Paris has tried (SHOWROOM), but in Paris, "SHOWROOM" is a short-term display behavior, attract the Paris fashion week buyer order, and Tian Jing refers to the exhibition hall, is a long-term stationed in the mainstream market business mode of the United States.

The exhibition hall is a common commercial channel in the United States. According to Tian Jing, the exhibition hall can cooperate with a number of brands, the area is not too large, and the store employees do not need too much. The cost of sharing the various brands is relatively small.

The exhibition hall is mainly aimed at attracting department stores to buy orders and retail.

Tian Jing introduced the first entry of the unknown brand into the US market. The department store is a relatively time-saving sales channel. The function of the exhibition hall is almost 365 days a year. There will be different department store buyers to visit and choose the order. Therefore, whether it's a local brand or an extravagant European brand, it will have flagship stores and department store counters in the United States, and will have its own exhibition hall in several big cities.

"If the 5 brands work together to form a showroom, the average cost of Broadway Street in New York, known as SOHO, is about $about 200000."

Tian Jing said, "this is a shortcut. However, if several brands cooperate to form a showroom, my suggestion is that these brands must not be similar. It is best to have different combinations of men, women, children's clothing, casual wear and so on. This is the mode of operation of the US commercial market and avoid vicious competition."