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Japanese Apparel Enterprises Closer To Production And Demand Distance

2012/3/20 17:16:00 5

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Facing fierce

Market competition at home and abroad

The environment has opened up a more intense market competition for Japanese funded enterprises in China.

In order to become the final winner, the enterprises are very smart, and have made adjustment of the planning system and 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

Japanese funded enterprises in China

There are 478 stores in the direct market, which have effectively consolidated its 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.

Play the leading edge of Japan

Japan set up in Yantai, Shandong, for the purpose of China's domestic sales.

Exclusive factory

The thick wood (Shanghai) fashion trade has been put into production.

Compared with the base price of Japanese imports of spring and summer products sold to China's shopping malls, the price of the products produced by the Yantai factory is only 40~70 yuan, which just fills the gap of the demand of the fast growing middle class, which is 98 yuan.

At present, the development of shopping mall channels has basically come to an end. In order to further develop the consumer market of the middle class, since last year, thick wood (Shanghai) has introduced sales channels such as exclusive stores and GMS, and has developed market recognition products according to the preferences of Chinese women.

It is estimated that in the next few years, Shanghai will complete its domestic sales of 20%~30% in China, and the number of stores in the store will reach 350.

Shanghai's Sanyang fashion trade has introduced the Japanese brand SmackyGlam and expanded its product line according to the characteristics of the Chinese market.

The company's sales in last autumn and winter were optimistic, and some products even went out of stock.

In the early autumn of last year, the company first sold products in Japan, and promptly adjusted the proportion of spring and summer products in China's local planning according to the market sales situation, and expanded the sweaters, coats and other categories.

At present, China's local product sales account for 50% of the company's sales in China.