First Generation Fashion Buyer Chen Peng: It Takes Only Ten Minutes To Import A Brand.

She is the first generation in mainland China. Fashion Buyer It is also a guest of the major international fashion events. In the past 10 years, she was a buyer. Fashion brand -NC.STYLE has brought many international fashion brands including Y-3 (Germany Japan), SLVR (Germany), DVF (USA) and RARE (China) to China. It has become an indispensable link for international fashion brands to enter the Chinese market. She is CEO Chen of NC.STYLE.

　 Brand market value

Make judgement in 10 minutes.

Before she interviewed Chen, she told reporters that he would travel to Milan fashion week tomorrow to see the international men's wear show and meet different brands, to talk with local fashion circles, and then to Budapest, Brussels and Berlin. "Every day, we look at hundreds of brands and pick out the brand we want. Hundreds of brands can be seen in a few hours for me. Design, quality, price, brand story and other factors will be swept away in my mind, and quickly determine whether they are suitable for China. Every year, at different times, I will take part in different international fashion events. " To New York, Paris and Milan, Chen is only a "fly".

"If a brand has a market, it must be judged within 10 minutes, which is a basic requirement for buyers' vision." Chen Peng said. Unlike others, when Chen introduced a brand, he would not rush to sell it. Instead, he began to publicize and promote it in one or two years.

　 We must be conspicuous.

These brands are suitable for China.

Y-3 was so caught up in her eyes. This is a casual luxury brand created by Japanese fashion designer Yamamoto Teruji and Adidas, mainly in black and white. After seeing it, Chen Peng intuitively believed that the brand would be loved by people in northern China. "At that time, consumers in the Chinese market, especially the northerners, preferred something more conspicuous, especially hoping that others could know what they were wearing and how valuable they were. This is very different from foreign countries. " Y-3 has a very large brand LOGO. Chen Peng quickly introduced it to China. The first store opened in China World Trade Center, Beijing. Chen's eyes were very accurate and Y-3 was successful in the mainland.

　 After brand introduction

Tailor the market plan

But finding brands that are suitable for Chinese market is not so easy. Sometimes after seeing hundreds of brands, it is found that no brand can satisfy people.

After living in Japan and England for more than ten years, in 2002, Chen returned to China and founded the first overall image design company to make an overall image for artists. Due to the lack of many brand elements to the artistes' image packaging, she began to go abroad to find brands, introduce these brands, and sell them to Chinese agents through their own packaging propaganda. This is the earliest buyer model in the mainland. But the introduction of the brand was too early and unacceptable. As people's individualized consumption is becoming more and more popular, mainland consumers are more and more aware of Chen's carefully chosen clothes. This change is also one of the main reasons why I.T and ZARA later entered China slowly. The 3 years of buying and modeling experience made Chen Peng accumulate a lot of experience and let her begin to transform the imported brand from creativity to industry.

In 2003, Chen founded China's first local international buyer's public relations agency, NC.STYLE, which truly opened the road of large-scale introduction of international fashion brands. "We have a very clear operation mode. The first step is to select brands, examine brands and analyze market prospects; the second step is signing. After identifying the cooperative customers, we should have an in-depth understanding of their brand positioning; the third step is to tailor the plan. This includes marketing, channel services and other strategies to help them open the market. Chen Peng said.

　 Domestic brand

Agency share increased by 15% this year.

From the first agent's brand Y-3 to now, Chen has introduced more than ten brands, and has achieved good results. But her brand has always been the most foreign brand, accounting for 99%, and this year she plans to increase her domestic brand share to 10%-15%. At the same time, we began to represent some new brands, such as Me Char (school bag brand), Nordic D:fuse (footwear brand), Japan's Caqu (retro Cowboy brand) and so on. "In the future, we will continue to expand our business and expand to automotive, hotel and other fields." Chen Peng said.

　　 Character sketch

Cooperative road

Full of hardships

Every morning at 8 -12, we reply to our customers' mail. We have meetings at 1 p.m. to work, receive visits or communicate with our employees on projects, deal with brand information from all over the world, and help them to enter the country with their brands. This is the content of Chen's daily work.

"Communicate with customers, analyze brands and convey ideas every day, and continue to return mail after returning home. The process is very difficult, sometimes it takes several years to win a brand. After signing the contract repeatedly, after signing the contract to supervise the operation of the market, every stage must be checked. " Chen Peng said.

When running a brand, Chen often meets some bad things. For example, many domestic brands are too afraid to accept new solutions because they have too little experience.