The "Fairy Tale Kingdom" Denmark's Fashion Apparel Industry Has Shifted Its Focus To China.

< p > "fairy tale kingdom" Denmark's fashion < a href= "http://www.91se91.com/news/index_c.asp >" dress less than /a "industry is shifting its focus from EU to emerging strategic market represented by China.

The reporter learned from the Danish Embassy in China that many Danish fashion brands and "a href=" http://www.91se91.com/news/index_f.asp "designer" /a are all interested in selling their products to the Chinese market, and are actively looking for Chinese channel partners.

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< p > by the economic crisis, the fashion industry as Denmark's fourth largest export industry suffered heavy losses in 2012. According to statistics, Denmark's exports to Spain and Italy fell by about 30%.

In 2012, the Danish fashion apparel industry gained $6 billion 830 million, down 3.7%, of which exports amounted to $4 billion and export rates dropped by 3.3%.

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"P", influenced by many factors such as market and government, more and more fashion enterprises in Denmark pay attention to the strategy of global development, especially many enterprises focus on China with huge consumption potential.

In December 2012, Danish Prince Frederick and princess Marie came to China to promote Denmark's brand and culture. The Danish design brand and clothing show were mainly recommended.

In Denmark, there are also mergers and acquisitions in the industry. More and more fashion brands will be concentrated in a few large fashion group companies. These big fashion groups are ready for their entry into the global market, including China.

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< p > < strong > Danish fashion industry is developing new market < /strong > /p >

"P" in China, Only and JACK&JONES (Jack&Jones) stores across the country are affecting Chinese consumers. The two brands, the Danish capital Copenhagen, are growing into the world fashion capital with Paris, London, Milan and New York.

Today, twice a week, Copenhagen fashion week is the largest fashion event in northern Europe, attracting professionals from all over the world.

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< p > in January 30, 2013, 3, 2013, "2013 Copenhagen autumn winter" a href= "http://www.91se91.com/news/index_h.asp" > clothing week < /a >, the most striking is the famous "punk godmother" and the famous British designer Vivian West Wood first released in Copenhagen Anglomania's new quarterly works.

"Denmark is not only a kingdom full of fairy tales, but also a leader in global fashion design and creative industries, and has many world-renowned fashion brands and designers."

Danish ambassador to China Pei Desheng told reporters.

It is understood that Denmark is a country famous for its design. In recent years, the Danish garment industry is gradually gaining international recognition.

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Denmark, located in northern Europe, has always been adhering to the design philosophy of integrating aesthetics and functionalism. < p >

Ulla Scajudt, an export consultant of Danish textile and Garment Association, once said: "in Denmark, we can design and manufacture clothing with functional and fashion sense, which is suitable for modern lifestyles. This is the real fashion."

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< p > "compared with Italy and France, Denmark takes a leisure and elegant style instead of noble luxury. Danish designer's works uphold the idea of creating quality and fashionable life for the middle class consumer groups."

A Chinese fashion guy who knows Denmark is so critical.

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< p > in fact, in the past more than 10 years, the Danish government and the clothing industry have introduced various measures to promote and support the development of the local garment industry.

A series of clothing fairs, fashion shows and design awards have made the world pay attention to Danish fashion, which is also an important factor for the success of the Danish garment industry.

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< p > however, the output value of Danish clothing industry declined slightly in 2012, influenced by the European economic recession.

According to the latest statistics from the Danish textile and clothing association, the Danish garment industry revenue in 2012 was 6 billion 830 million US dollars, down 3.7%, and the proportion of garment exports in total sales fell from about 80% to 60%.

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< p >, however, Danish Minister of economy and home affairs Margaret Westag expressed optimism about the development of the clothing industry.

She said: "despite the overall downturn in the apparel industry under the economic crisis, there are still many signs of healthy development.

Danish clothing industry attaches importance to sustainable development, high quality and diversity, and has a bright future.

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In order to open up new growth points, the Danish garment industry turned its attention to Asian countries such as China, and actively expanded the emerging markets. < p >

During this autumn and winter clothing week in Copenhagen, many Chinese fashion designers, fashion buyers and media representatives were invited to participate.

Denmark hopes to help Danish and Scandinavian fashion brands attract more Chinese consumers and explore the great potential of the Chinese market.

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< p > the three largest garment group of Denmark, Bestseller, Brand, BTX and ICCompany clothing company occupy about 75% of the export of Danish textile and garment industry. There are more than 40 brands in the three big groups, all of which have 2/3 brand export business.

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< p > however, more clothing enterprises in Denmark are small and medium-sized enterprises. Nevertheless, these small and medium-sized garment enterprises have a wide range of innovative modes and consumer markets.

Danish clothing brand attaches great importance to personalized design, many brands strive to design at the same time to maintain a certain degree of artistry, appears "not so commercial, full personality".

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< p > < strong > the Chinese strategy of Danish clothing brand < /strong > < /p >

< p > "we see that more and more Danish clothing brands are interested in the Chinese market and hope to enter the Chinese market.

However, there is a problem that affects Danish designers' confidence in the market, which is China's intellectual property rights issue.

A Chinese businessman who has long been engaged in Denmark's clothing imports told reporters.

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< p > however, the speed of Danish fashion brands entering China is accelerating. For example, when Rosaman (Rosemunde) just entered China in 2012, he changed the traditional channel way, directly took the road of online sales, and had a store in Tmall.

It is understood that Rosemunde's partner in China is Beijing Wei Sheng Xuan Fashion Co., Ltd., founded in Denmark in 2004. It mainly manages silk and cotton tops and promotes healthy clothing.

At present, Wilson Sheng Xuan is the brand operator of the two brands of Rosemunde and Bruuns bazaas in Greater China.

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P > the number of earlier entry to China is the Only and the Jack&Jones brand's parent company Ling Zhi clothing company (Bestseller).

In September 1996, the company opened its first Only clothing store in Xidan, Beijing. It began to import products directly from overseas and did not make any design modifications.

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< p > wearing apparel company soon found that Only was only niche market at that time.

At that time, UNIQLO, Zara and other internationally renowned Volkswagen fashion groups had not yet entered China.

We quickly revise the market position and target the target consumer groups in the 20~35 year old urban young men and women.

At the same time, the production and processing links of all garments sold in the domestic market are outsourced to domestic producers, so that prices can fully reflect the positioning of mid-range brands.

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< p > "even if you have a better product, it will be useless if there is no huge sales network."

China's founder Dan Fei told the brand channel this way.

They even believe that franchised stores are the best spokesmen for brand image.

Currently, there are thousands of sales outlets in more than 300 cities in China.

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< p > in the strategy of opening a shop, there is a feature of the bestseller, that is, "bundling" shop, for example, in order to enter a certain shopping mall in a city, it will negotiate with the channel merchants under the identity of its four brands.

In the 2009, when the Internet merchants were on the rise, the bestsellers also had online stores in Tmall. Their strategy was to "synchronize the new lines online and offline, and keep the old money out of sync".

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< p > discount sales on the Internet are mostly old ones, in order to deal with backlog of inventory.

As a result, the obvious difference between the main products sold by the physical stores and the flagship stores has created a harmonious situation of "well water does not run against the river", and even some complementary feelings.

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< p > however, some companies with their own capabilities are also actively introducing Danish brands.

For example, Li Ying Fang, which has set up a nationwide sales channel network, has introduced Claire group's high-end children's clothing brand Claire.dk to mainland China in 2010.

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