Japanese Apparel Enterprises Expand One Tier City Market In China

Facing fierce competition in the domestic and international market, China's Japanese funded enterprises have launched a more intense market competition. In order to become the last winner, the enterprises have been engaged in the planning system and the adjustment of marketing strategy. The measures adopted by Japanese funded enterprises include the establishment of planning departments for China's domestic sales, the development of products aimed at the consumption of Chinese middle class consumers, and the recruitment of agents to expand sales networks, increase support for stores and improve the digestion capacity of store products under the leading marketing mode of direct department stores. These measures may serve as a reference and guidance for the long-term development of enterprises in the industry.

Intensify planning in China

Prior to this, Japan's plans for its enterprises in China were mostly completed in Japan. However, due to the differences in market demand between China and Japan on the function and design of products, Japanese enterprises in China have begun to consider doing their best to complete the planning work at the location of the company. Recently, the famous Japanese underwear brand Wacoal (Wacoal) China has expanded its planning function in China. At present, the Wacoal brand's Chinese planning rate accounts for 90%. Salute China started its planning work in China two years ago, but as of last year, the design of autumn and winter products was completed by Japanese designers. In order to seize the market trend and meet the special needs of Chinese women, Salute China sent Japanese designers to China last year to complete the planning work. It is estimated that Salute China's local planning rate this year exceeds 50%. Beginning this autumn and winter, Japanese designers will go to China to host product planning including Wacoal brand.

Expansion of a second tier urban market

At present, there are 478 stores in China, which have directly consolidated their market position in the second tier cities of China. Due to the small investment pressure and expansion speed of agent sales mode, Japanese enterprises will further expand the sales network in China through the agent mode, so as to establish a local city's sales network besides the provincial capital cities. At present, there are about 228 shops in Japanese enterprises, and the plan is to expand at 100 homes per year.

In Shanghai, Yi Du Jin has set up a sales management organization as a member of its business, shop manager and training manager since last year. This year, following Wuhan, the company's business in Nanjing will also be on track. While cultivating local talents, Yi Du Jin also strictly implements sales management in important business circles, so as to achieve efficient operation and management in key areas, and ultimately achieve the goal of improving product digestion ability. Since February 1st, the Shanghai Yi Du Jin fashion center has officially launched the unified management and distribution function of the store. It has been equipped with one full-time post for youthful clothing and maturing clothes. They pay close attention to the sales trend of the store every day, and summarize the sales situation of the store shelves on the weekly basis, and make unified collection management for the unsalable and backlog products. At the same time, they also keep in touch with the marketing leaders, and plan the seasonal products to ensure the continuous freshness of the shelves.

By the end of last year, the number of shops was 137, most of which were store stores. The number of shops and new stores will remain basically flat this year. Starting this year, the company will shift its focus to the development of local urban markets and gradually start the business model of agents. The Japanese brand SmackyGlam has been introduced into Shanghai's Sanyang fashion trade, which now accounts for 50% of China's local sales.