Interview With Mr. CEO Werner Kuenstle, "European Fashion Trade Centre"

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< p > Europe a href= "http://www.91se91.com/news/index_h.asp" > Fashion > /a > Trade Center (EFTC), rooted in Asia for over fifteen years, is headquartered in Hongkong, mainly engaged in European high fashion agency, retail wholesale and underwriting business.

EFTC will display different European fashion brands from elegance to romance, from fashion to nobility, to the Asian fashion world one by one.

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< p > to enhance brand awareness, EFTC actively holds overseas exhibitions for its proxy brands, such as the annual China International a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" "http://www.91se91.com/" > "clothing" Expo "(") "is the best partner for more than ten years.

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< p > recently, Mr. CEOWerner Kuenstle of the European fashion trade center visited Beijing and exchanged with CHIC hosts and many media to talk about possible further cooperation between China and Germany.

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< p > < strong > question: < /strong > /p >

For more than a year, you have been playing the role of pushing hands in the Sino European trade. What have you learned about the overseas clothing brand entering the Chinese market? < /p > p

< p > < strong > Werner Kuenstle: < /strong > /p >

< p > when we talk about China, China is so large that different provinces and cities have different policies, target consumers and aesthetics. Brands need to adopt different market strategies to adapt to them.

In 1994, we worked with Hongkong TDC in Hongkong as a pit point to introduce European fashion brands to mainland China. Our first participation in CHIC was followed by the Hongkong TDC exhibition group.

Later, we began to participate in the exhibition independently, bringing more German brands into the Chinese market.

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With the support of Germany's P, CHIC organizing committee and the German government, German brands have joined CHIC in the form of national pavilion since last year. The government and brands hope to expand the German Pavilion.

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In October this year, Mr. Chen Dapeng, executive vice president of the China clothing association, went to Frankfurt to invite the German brand on the first China Fashion Business Forum. This gives everyone confidence. P

But in fact, German brands are not yet fully aware of the Chinese market.

It is relatively easy to do business in Beijing and Shanghai. If the brand wants to go deeper into the broader market of other provinces and cities in China, fashion alone is not enough.

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< p > I have seen some overseas brands do not conduct any consultation and investigation, and expand directly in China at the speed of 20 stores a year. The speed is too fast, so that they will shut down the whole line in 3 years.

These cases tell us that if we want to enter the Chinese market, the brand must find the right way.

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< p > < strong > question: < /strong > /p >

< p > Chinese consumers seem to have higher recognition and acceptance of Italy and Japanese brands. What do you think is the advantage of German brands entering China? < /p >

< p > < strong > Werner Kuenstle: < /strong > /p >

The German brand has come to the Chinese market for many years. The obvious difference between the German brand and the Italy brand is that the former emphasizes the way of life more than P.

Italy and France have a strong sense of brand design, but these famous German brands like Hugo Boss, Marc Cain and Escada have simple and wearable designs, and they are not too fancy.

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< p > the German brand we introduced is aimed at the mature customers who are over 30 years old. They are the most purchasing power and the most potential group.

Besides, the tailoring of German brands is very different. The size of the brand is quite different. The brands in other European countries are more interested in design and fashion. < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > the tailoring has higher requirements for the wearer's figure. But in Germany's a href= "http://www.91se91.com/news/index_s.asp" clothing shop "/a", consumers of any shape can buy beautiful clothes.

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< p > we observed that the homogenization phenomenon of brands in large Chinese department stores was obvious, so they were very interested in some fresh overseas brands, and the sales volume of these brands in China was also very good.

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< p > < strong > question: < /strong > /p >

What are the main difficulties of overseas brands entering China? < p > China's market position is rising day by day. What are the main difficulties? "/p >

< p > < strong > Werner Kuenstle: < /strong > /p >

< p > at present, the German brands that we introduced into China all have many years of history.

Admittedly, the new brand develops fast, but it goes away fast, like a driverless machine.

Therefore, we are very cautious about brand selection into China. For example, a Chinese department store will open shop and invite overseas brands to enter, but the opening time of China's shopping mall is often in conflict with the European order period.

If we can not confirm the opening date and miss the order period of two times a year, there will be no guarantee that the brand will successfully open shop in China.

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More importantly, China and Europe are two completely different markets. To help European brands enter China, more time and energy are needed to continuously study and communicate with P.

In Europe, brands can only invite buyers to open orders in showrooms, but in China, this mode will not work.

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Chinese buyers with less than p European brands have less resources, and Chinese buyers dare not rush to Europe for their linguistic, cultural and geographical differences.

Therefore, European brands must be patient and make use of CHIC's clothing business cooperation platform to attract target partners, and then develop business in China through self employment, affiliate or agency.

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< p > < strong > question: < /strong > /p >

< p > March 2012, you brought 12 German brands for CHIC. What are the plans for next year's exhibition? < /p >

< p > < strong > Werner Kuenstle: < /strong > /p >

< p > we have been trying to invite more German brands to enter China, but most brands have said that they are rather unfamiliar with the Chinese market and hope to open up business opportunities with our 21 years of business experience and resources in China.

CHIC, which has worked with us for over ten years, is undoubtedly the best platform for us to draw the line between the brand and the Chinese market.

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< p > this year, our booth has a larger area. At present, 8 brands have been identified. They are Sportalm, RABE, Sem Per Lei, Tuzzi, Digel, Barutti, Glory Woba and Woba.

Finding new Chinese customers is the fundamental purpose of exhibitors. Every quarter, the demand for the market is increasing. For example, if we can sign 5-10 contracts at the CHIC four day exhibition, the goal will be achieved.

Every year, the brand manufacturers push the products of autumn and winter in March. In essence, we also need to find more opportunities to display the goods in spring and summer. In March, we can continue to cooperate with potential buyers in March, and we can extend the cooperation opportunities of two < a href= "http://www.91se91.com/ news/index_c.asp" for the whole year.

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