Overseas Pfer Of Japanese Clothing Promotes China'S Industrial Upgrading

Recently, a well-known marketing planning expert in Japan's clothing industry, general manager Li Chuanming, general manager of Shanghai chuanchuang marketing planning Co., Ltd., held a fashion business lecture in Shanghai. According to the brand strategy of the Chinese market, the information and application methods for commodity development and store development were analyzed.

Kuriyama Shim believes that China, as Japan's largest overseas market, is Japan's first choice for overseas pfer of the garment industry after the earthquake. At the same time, the pfer is also seen as an important opportunity for China's Japanese industry to pform and upgrade its industry.

After the earthquake, Japan's industrial pfer will involve more resources, such as R & D, design and high-end manufacturing, which will be helpful to the pformation of industries in various fields in China.

Kuriyama Shim

In 2011, when Asia's Japanese clothing brand was famous for its high quality and accelerated to enter the Chinese market, Japan, as the global fashion industry gathering and creative center, also brought the leading brand of Asian fashion to China's apparel industry.

Li Shan Ming has brought a series of lectures in Japan on the theme of "fashion trend analysis", with its professional strength in serving Itochu garment system, Mitsui InterFashion, world company and Yi Du Jin.

The content of the lectures involved in the development of commodities and so on attracted a number of responsible persons from many well-known domestic garment enterprises to come to the lecture.

Li Shan said that the marketing planning Co., Ltd., founded in Shanghai, will focus on the Chinese market and introduce the advanced brand management concept of Japan to serve the China Brand Inc.

Bringing Japanese SPA direct mode to Chinese garment enterprises

Li Shan believes that the problem of China Brand Inc is that the market operation mode is mainly based on agencies.

In the past, Japanese brands were also like this, and then there were many problems.

In view of the main marketing mode of Chinese brand enterprises acting as agents, Kuriyama stressed that the development of Chinese brands may be focused on SPA (specialitystoreretailerofprivatelabelappare) outlets.

According to Li Shan, GAP, H&M, ZARA, UNIQLO and other successful brands have the same SPA marketing mode.

In the 60s and 70s of last century, the development of GAP and other brands in the United States showed a very different marketing method from the luxury brands of Europe LVMH and RICHEMONT, this is SPA.

The GAP of the United States has guided the SPA system from the business mode of FMCG to form a unique SPA system in the fashion industry.

GAP company has been a very famous enterprise in the United States, which is inseparable from its own unique SPA mode in the course of its operation. Even SPA and GAP have become synonyms.

Later, such as Benetton in Italy, H&M in Sweden and ZARA in Spain, it can be said that in the process of development, GAP's SPA operation mode has been used for reference, so that it has made innovations in communication with consumers and in product management.

With the rise of this mode in Europe and America, the SPA mode has gradually spread to Japan, and has been promoted by UNIQLO, Muji and other brands, and has shown a completely new way of thinking.

In Japan, we can see the theory derived from the SPA system, such as MD, visual display (VMD), retail management and so on, forming an independent view and knowledge system.

Li Shan wants to introduce such a model to China.

He said that the core competitiveness of the future depends not only on individual factors, but also on the competition of comprehensive strength and the mode of profit making. SPA is likely to become a powerful weapon for Chinese clothing enterprises to change the future international competition pattern.

The thinking mode of introducing the fashion trend of R & D brand

In this lecture, Li Shan has introduced a thinking mode of the research and development trend of enterprises for the casual market of Chinese market. The development of relevant commodities and the development of stores are the research and development models with the trend of regularity, basis and enforceability.

Li Shan hopes that there will be a set rule for the popularity of the Chinese market.

The prediction of the whole epidemic trend is composed of four parts:

First, the wide area fashion trend prediction, that is, under the social environment, the consumer behavior that directly affects the psychological factors of customers, such as economy, life and so on, is directly proportional to the psychological factors of customers and the emotional ups and downs of consumer behavior.

Enterprises can develop and plan products according to this psychological factor.

Two, the general trend of fashion prediction, this part of the trend is often composed of sociologists and psychologists, they are known as fashion trend forecasters, according to the wide area fashion trend, based on the Europeans as a benchmark, predict the theme of the season's fashion.

Asian enterprises must pick out a general trend in line with the Asian market and plan for product development.

Three, fashion trend forecast, namely the fashion trend of four fashion week, led by New York, London, Milan and Paris.

Enterprises should extract the main fashion elements such as styles, colors, profiles, details and so on, and carry out product development and planning.

Four, the market trend prediction, that is, enterprises to the clothing market, street market, network and other research, make specific differentiation analysis, so as to develop a popular product in line with their own enterprises.

Background link

Kuriyama Shim, PREAL, founded in Japan, is a fashion business specializing in 24 years, holding department stores, clothing manufacturers, business agencies, advertising agencies, and many other customers.

Li Shan has been a lecturer in commodity planning for IFI business school since she was founded by the talent education institution of the consortium garment industry. She has also served as lecturer in the clothing department of the women's University of culture.

In 2011, Li Shan set up a specialized enterprise of clothing marketing planning in Shanghai, Shanghai thousand Chuang enterprise marketing planning Co., Ltd., aiming at integrating PREAL with the advanced information of Tokyo headquarters Co., Ltd. to help Chinese enterprises better innovate and upgrade.