Japan'S Fast Fashion Brand Is Working With Chinese E-Commerce Companies To Attack The Network Sales Market.

Recently, Japan

IMAGE COLLECTION entered China, unlike the famous Japanese brands of Muji and UNIQLO, they did not choose to expand their physical stores on a large scale, but they joined hands with Chinese e-commerce companies.

Market.

It is understood that IMAGE COLLECTION is Japan's original women's wear brand, has 28 years of history, about 6000000 loyal members.

The November 2011 survey showed that IMAGE COLLECTION had a brand awareness of 77.4% among 20-49 year old Japanese women.

In recent years, Japanese brands have

And China is a large market that can not be passed around. From the different paths of different Japanese brands entering China, we can clearly see the change of "fast fashion" in China.

Curve entry, electricity supplier test water

From UNIQLO to H&M, from ZARA to GAP, and from print to IMAGE, more and more overseas fast fashion brands have started their own China road.

Perhaps for Chinese people, the "fast fashion" of "fast" is not only reflected in the fast and new products and frequent display windows, but also the "fast fashion" brand is rapidly catching up in the Chinese territory, and shops are opening up one after another.

However, not all brands can run smoothly in China. Before TOPSHOP and NEXT, they have been disappointed. After that, H&M and ZARA have been fighting hand to hand. For the "new players" in the Chinese market, the high cost of offline stores, the vast territory of China, and the limited resources of high-quality shops have made the traditional layout way with the expansion of offline stores as the core step by step.

Through network test water, curve entry has become the only way for many brands.

The first thing to do is UNIQLO. After its first entry into China in 2001, UNIQLO launched a strategic cooperation with Tmall mall, which was not yet renamed in 2009, and launched Tmall's flagship store.

However, in 2012, IMAGE no longer chose to open shop on the "online market" and chose to enter the online "high-end department store" platform. This subtle change also reflected the changes of e-commerce in China in recent years.

It is reported that the partner of IMAGE's choice is Xiu Xiu net.

Ji Wenhong, CEO of the show, said: "IMAGE chooses to take the strategic cooperation with the show. On the one hand, it is highly consistent with the target users of both sides. On the other hand, it acts as an online high-end department store platform. It can provide professional support for IMAGE in the aspects of market promotion, technology system and logistics system for localization of white-collar users in China.

From mail order to Internet, the catalyst of Japanese brand

Many traditional Japanese brands have similar business models: selling products in the form of mail order catalogues.

Finn Lee F Meng, who entered China in 1999, is a representative of FELISSIMO who regularly mailed catalogues to consumers to get a stable audience.

Finery dream has few stores in China, and "FELISSIMO China World Trade Center life shop" is mainly engaged in "Sunny clouds" casual wear, and also runs small items of clothing and life.

PEACH JOHN, a Japanese underwear brand imported into China in 2010, is also a representative brand of communication sales. The product catalogue is called "PJ". This sales mode reached its apex in 2003. Taiwan star Vivian Hsu has published the product catalogue for this year's annual cover price by 1 million 800 thousand.

When the "fast fashion" trend swept the globe, e-commerce mode gradually replaced the traditional mail order mode, and became the main battlefield of many brands.

Reporters entered the official website of Fred Li Meng and peach pie, and self selling network has become an important form of brand.

IMAGE group CEO Ming He Zheng said: "the reason why there is no self running online website is that many high-end Chinese electricity suppliers' positioning and consumer groups are very compatible with the target audience of IMAGE."

The vertical segmentation business platform represented by Xiu Xiu net focuses on the field of fashion. With a clearer development path, it has locked the most consumptive user groups of elite white-collar workers, and has played a bridge role to enable Chinese fashion crowd to synchronize with the global fashion.

Differentiation: the law of competition in physical stores

Simple network sales can not satisfy the appetite of many brands, and the choice of physical shops is equally important.

According to the Boston consulting company report, by 2020, the annual consumption expenditure of Chinese consumers will reach 13000 billion yuan, which is the object of any brand competition.

Zhou Jie, chief consultant of CIMO fashion brand, defines "fast fashion". "Fast fashion" mainly includes three aspects: fast delivery time, fair price and keeping up with fashion trends.

The Japanese brand Muji has accelerated its opening speed in China. With the development of MUJI products in Changzhou and Shijiazhuang before and after May 1, the number of shops opened in China has reached 42.

Japan's largest fast fashion brand, UNIQLO, has opened nearly 130 stores in China in just a few years.

Zhou Jie, chief consultant of CIMO fashion brand, said that Muji and UNIQLO also adopted SPA (private brand wholesaler operation method) business methods, but there are also differences. "Muji" besides clothing, food, furniture, household appliances, stationery and other daily necessities, and more emphasis on the creation of environment-friendly lifestyles.

UNIQLO emphasizes clothing.

And pay attention to the basics.

Another Japanese brand BAROQUE, which has recently entered China, is even more important. Its flagship brand Moussy has opened shops in Chaoyang, Xidan, Beijing and Sanlitun Village.

The IMAGE marketing feature of China's entry into China is not to sell products based on single products, but to provide customers with a combined collocation scheme.

"All the products of IMAGE are part of the perfect matching design, and all merchandising plans are based on the perfect combination of general collocation, so IMAGE products only design one of the best colors."

IMAGE group CEO Aga Masahito introduced: "you only need to match the overall IMAGE, you can enjoy the new fun of collocation."

Through the form of visual programs, we can intuitively display the image after wearing for customers, that is, the "free collocation" differentiation selling point advocated by IMAGE.

Zhou Jie said that in more and more market segments of the Chinese market, differentiated competition has become the only way for many brands. "The so-called Japanese style has already been a general reference. In the thinner era, it is impossible to use the Korean department to call a garment classification style."

From this we can see that China's retail market has been growing at an alarming rate in recent years.