International Clothing Brands Bring Better Opportunities To China

international

Generally speaking, the international clothing brand enters China to follow the principle of consistency and localization.

In fact, they did not copy Europe or Japan's operation process to China, but made some improvements according to the Chinese people's consumption habits and the particularity of the Chinese market.

About international brand in China

In terms of business strategy, international brands basically adopt the form of direct operation, franchising and sales alliance.

When they entered China in the early years, they basically used franchising, or the form of sales alliance. As the market developed faster and faster, many brands began to manage their own businesses.

Since the beginning of the past few years, many international brands that have done well in China have begun to withdraw their management rights from the original franchisees and do it themselves.

Chinese brands also have such a situation. Operators and brands are bigger and bigger, and each has their own ideas. Since the scale of the brand is large, the reputation is high, and money can be done by itself.

In terms of direct management, international brands are doing more or better than luxury goods. Of course, luxury goods have their own characteristics. The number of stores is relatively small, only forty or fifty, which can be well controlled.

Plus the prospect of China's luxury market is promising, so Dior, Armani and so on will set up their own sole proprietorship companies in China to do such things.

At present, the universal way of international brands entering the Chinese market is franchising. After all, many international brands do not understand the Chinese market, or they hope to make the whole market bigger and get better through Chinese partners.

From the market positioning, we can see that the vast majority of international brands turned into so-called luxury goods. For example, Coach is not a luxury among many Europeans, but it developed very rapidly in China, and even changed the new logo without carriage design.

China's consumer groups are mainly middle class families and young white-collar workers. In the middle end market, ZARA and H&M, famous for their low price and fast fashion, use their international influence. At present, they attract a large number of young white collar workers in China, and even affect our consumption concept.

Because the current consumption situation of clothing in China is different from that of fashion, many international clothing brands in China are different from foreign countries, such as H&M is very popular abroad, but in China it becomes a popular brand.