Bridge Between International Brands And Domestic Agents

Just now, by the invitation of ENK, the famous fashion show organizer in New York, Ms. NicoleChen (Chen Peng), who made a speech entitled "ENK China", mainly introduced the demand and shopping mentality of Chinese consumers for fashion brands.

The following is a description of her article in the newsletter of the China apparel distributors' joint newsletter "international brand and domestic" Agent The bridge between them.

To tell you the truth, in the past 7 years, the cause that has been devoted all the time is how to introduce the international brand suitable for the domestic market to the Chinese market. The purpose is to show an international brand operation mode to the domestic brand agents, agents and retailers more intuitively. It's easier said than done. Because in the past, when the Chinese market was just beginning, it was hard to be accepted by professional fashion relations and marketing methods to advocate the role of buyers. As I did in the first buyer shop in Beijing in 2003, at that time, the idea of a buyer's shop was recommended to consumers. It turned out that the timing was wrong. At that time, no one had heard of A.P.C, and no one had heard of Paul &Joe, but the price of these brands was the price of luxury brands in the eyes of consumers at that time. For consumers at that time, it was almost impossible to spend thousands of yuan to buy a brand that they had never heard of. But at that time, in order to do well the main business of the overall image modeling, we had to choose goods and order from abroad, so that we could have our own satisfied clothes when making the overall image modeling. I told this case to the hundreds of brands in the United States on the spot, the purpose is to tell you that the opportunity for international brands to enter the Chinese market is very important. For small and medium-sized brands, a few years ago or even a year ago, they wanted to enter China. Because domestic agents, distributors, no one is using the vision to choose the international brand, we consider business, whether the brand can open more stores in China? Is the brand famous? Since the China clothing association put forward the topic of buyer in March, it represents a change of the times.

From 2005 to 2006, it is a turning point for China's garment industry to internationalize. Not only is the international first-line brand occupy the Chinese market, more diversified Ready to wear brands, such as: Y-3, Agnes B, Marni, Jil Sander and other well-known fashion brands, and well-known mass consumer brands, such as: ZARA, H&M Waiting for land to continue to enter the Chinese market. Their entry makes more domestic consumers feel the diversity of fashion products. People who go shopping abroad often feel smug about buying brands that they already know abroad, because they can be proud to tell their neighbors that they have bought this brand abroad. People who have never been abroad have never seen them before, but they can't wait to hear the brands that others say can be bought at home, because they can finally see the truth. But there are also a number of already mature luxury consumers who are tired of buying first-line brands. Rapid market changes and rapid economic expansion have led many wealthy people to quickly become European and European aristocratic and capitalist lifestyles in a very short time. Famous cars, watches, name bags, top down brands. This superficial speediness leads to inner emptiness. Most of the fast learners, after meeting the vanity, slowly find themselves different from the real aristocrats. In fact, the real nobility does not always wear famous brands, but they are more particular about the quality of life. When they buy luxury goods, they not only buy the brand names, but are from the heart of the brand's history, design, technology respect for consumption. When the tycoons realized this difference, they slowly began to grow. They began to have some choices in shopping, and began to show interest in what others did not have. That's why we can put buyers' topics into the market at this time.

Almost 100% of the international small and medium sized brands operate on the orders of buyers' stores. Period Select Shop The buyer's orders, which occupy a large proportion of the entire fashion industry, will not survive. Why small and medium-sized international brands do not have the opportunity to enter the Chinese market, because there is no buyer shop in China. This fact is the focus of our lecture. For international brands, they did not realize the seriousness of the problem. Most brands asked if we could participate in the CHIC exhibition, how many orders could we get? Although it is pouring cold water, but the fact is. Because China has not yet formed a buying shop operation mode, most of the small and medium-sized international brands will not buy buyers at the buyer's shop at the exhibition.

In the past many years, there are not many international brands exhibiting CHIC, but most of them are not very high quality brands. But why we can find business opportunities is because domestic agents do not understand the brand. Even many domestic brands have registered names abroad, and come back to deceive Chinese agents to say that their brands are international brands. Many brands that are participating in the exhibition are also targeting brands that can find domestic agents in China. That is to say, those brands know China's market connections, they know the needs of Chinese agents, and all requests are made to the Chinese agents.

On 2011 CHIC, you will see changes, and will see more international small and medium brands exhibiting, and these brands are what we call designer brand. The reason why designer brands do not do much is because the designers themselves want to follow their own style and design and quality. The biggest difference between business and business brand is that they do not have the backing of big investors, so the products are few in style and small in production, so they can only have the operation mode of order reproduction, so the possibility of additional goods is relatively small. Why is it that in 2011 there will be international small and medium-sized designer brands willing to participate in CHIC, because we have such a bridge in the middle. We have responded to the changes in the domestic fashion market in a timely manner to the international market, and are also instilling in the domestic dealers and agents the idea of internationalized operation of the fashion industry.

As a bridge between brands and agents, NC.STYLE's job is to help international brands to formulate the most suitable market plan for them, find the most suitable agents, and guide them to make the best cooperation plan with the agents. For domestic agents, our work is to accurately help them to grasp what international brands are suitable for cooperation, reduce language communication difficulties, dispel the unfamiliarity of agents with international brand communication, avoid the loss of both sides, and create the maximum results of two forces. {page_break}

CHIC will be the best platform for China's garment industry to enter the world, and also the gateway for international brands to enter the Chinese market. Although there is still much work and lots of efforts to do, I believe that this day will be a goal.