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Localization Of International Fashion Brands Is The Key.

2013/6/4 19:40:00 37

Less than P, the attraction of international brands is more and more attractive to Chinese enterprises.

as an important step to integrate international resources, Chinese enterprises have never ceased to march towards international brands.

China's consumer market has always been enthusiastic about foreign brands, and has constantly stimulated local brands to seek cooperation with international brands.

"P", from the agency of international brand in China to the direct acquisition of brand, the Chinese brand has been exploring the best point of mutual benefit from buyout of brand to joint venture.

although China's local brands have shown explosive growth in recent years, what causes them to remain enthusiastic about international brands?

overseas searching for "ocean" /p >

"at the beginning, we also tried to enter the outdoor leisure men's clothing field through trademark registration, but the time period of the registered trademark is too long, and many brand names we think of are duplicated with existing trademarks."

Elia, President of Yuan Wen, told reporters about the permanent use of the French outdoor brand Xin Mar in China earlier this year, which is why Elia decided to find foreign brands.

It is not only the P company that wants to rely on foreign brands to extend the product, but the a target= "_blank" href= "http://www.91se91.com/" > dress "/a". It began to cooperate with the Wrigley brand of the United States as early as 2000.

"Si" is a joint venture. Our shares consist of 60% of China's investment partners, 30% of other foreign countries such as Europe and the United States.

Lu Tai's intention is to pform the terminal products.

After all, although Lu Tai is one of the largest OEM suppliers of high-end shirts in the world, it has never had its own brand, and more than 90% of its shirts are exported.

Han Keliang, deputy general manager of Beijing creative fashion Limited by Share Ltd, said.

with the vision of the new field of entry, local brands have opened up the way to merge and cooperate with international brands.

Why do we choose to use foreign brands as the "banner" to enter the new field? There are many entrepreneurs who speak frankly to reporters that there is indeed a consideration of the consumption tendency in the domestic market.

"in fact, not only is the Chinese market, but the whole East Asian market has this consumption complex.

You go to the market in Japan and Korea, and sell well in Europe and America.

Miao Qiwei, general manager of Qi Nen dress Development Co., Ltd., admitted to reporters that the company decided to win the authorization of Italy brand "Satchi" and set up the brand "Satchi International Men's clothing", which is also based on business considerations in this area.

but the ultimate reason for the Sino foreign alliance lies in the attraction of foreign brands to Chinese enterprises in terms of operation management and brand operation.

Yuan Wenhe told reporters that the most fundamental reason for his cooperation with Hemel is the agreement between the two sides.

"Himalto has introduced products to the market in 1904, and it has been more than 100 years ago.

It's really attracting us to learn how to be a centenary enterprise and how to maintain a hundred years' brand.

Han Keliang also admitted that after the cooperation with the Wrigley, the company really shared many resources of its parent company PVH group from product design, terminal marketing and brand operation, which really inspires the creative clothing.

"P >" but how does the foreign brand give local brands a revelation?

"P > strong >" foreign brand revelation /p >

"Americans will think of Wrigley when they mention shirts. Wrigley is synonymous with shirts in the United States."

Han Keliang said that the strong ability of foreign enterprises in brand operation really inspires many of them.

"Especially after PVH bought the Wrigley, there are more resources that we can share."

according to Han Keliang, PVH group has many famous international brands, such as CK (Kevin Clay), Tommy Hilfiger (Tommy Hilfiger) and so on.

In order to enhance the overall operation level of its brand, PVH group will convene monthly brand dynamics and business results sharing to share the operation results of star brands to its brands, which will greatly help the operation of the brand.

"PVH has given us much support in the operation of Wrigley on the mainland of China.

Especially in the sharing of FI systems and VI systems. "

Han Keliang said that PVH group will give a lot of suggestions and design support to the design of the posters, the store theme image, the logo and accessories of the Wrigley in China every year.

On the product, PVH will regularly share the latest fashion trends, styles and designs to SSI.

"although we only cooperate with Wrigley, we get the resources of the entire PVH group."

Han Keliang is quite satisfied with the results of the cooperation. He told reporters that besides operating the Wrigley, the company will also apply the experience learned from the American brand to the management of its high-end shirt.

to ya ya, yuan and Wen think that the biggest revelation of hi Marto is the maintenance of their brands by foreign enterprises.

"himalto" has great autonomy in our brand management in China, but they still control the product and design image. They maintain their brand image through every a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >.

This is a great touch for Yuan Wen and he.

Faced with the fact that many Chinese enterprises follow the "almost good" attitude in product technology, he believes that strict control of foreign companies' quality is indeed worth learning from local brands.

"foreign brands are most helpful to us in product, color and design."

Miao Qiwei said that the design of foreign countries will lead to the trend of local fashion, which is helpful to the planning of products.

a senior official who does not want to be named is deeply impressed by this.

He believes that in order to solve the serious homogeneity of local market products, Chinese enterprises should learn from foreign product development processes.

"China's design process is contrary to foreign countries.

In foreign countries, they generally are < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > first draft design draft, then the buyer of the company seeks the right supplier according to the designer's request.

In China, there are few designers who will calm down to draw pictures, and will not make product design planning from the source, basically from the OEM factory.

The executive believes that the future development of Chinese brands is worrying.

although many foreign brands have given inspiration to the development of local enterprises, many enterprises also say that the key to truly realizing the international brand's landing in China market is localization.

localization is the key .

"China's outdoor consumption market is quite different from that of other countries."

Yuan Wenhe told reporters that in Europe, consumers value the professional performance of outdoor products. But in China, outdoor products may not be too professional, but they must be light and fashionable.

"in recent years, China's outdoor clothing market is in an upward stage, but consumption is mostly concentrated in the non limiting outdoor areas, and more emphasis on leisure fitness and fashion."

Yuan Wenhe said European outdoor clothing is not as fashionable as Asia in fashion, but this is not a problem for her.

"The biggest advantage of the company is its design and production, which will bring new opportunities for development," she said.

"P >" Ya Li Ya "integrates the existing resources of the company and the hemar chart to optimize the supplier.

For the products of a target=, "_blank" href=, "http://www.91se91.com/", "shoes" and "knitting", and so on, the products are delivered to the original supplier of Martu.

At the same time, after the cooperation between Chinese and foreign brands, a large number of order purchase also helps enterprises to optimize the cost.

At the same time, Yuan Wenhe told reporters that P also made her custom advantage to the operation of outdoor brands.

"Many people are too tall and too fat to buy the right size. We can customize them."

Miao Qiwei also believes that localization of products is the key to deciding whether the brand can be accepted by the market.

"the Chinese market is very large, and the preferences and habits of consumers in the north and South may be totally different.

Products should be recognized by the market, first of all, we need to understand China's culture and preferences.

Miao Qiwei said that for this reason, Satchi international is also different from other brands. The Chinese are appointed as design directors and foreigners as design assistants.

"Foreigners pay attention to simplicity and pay more attention to the trend.

Chinese people value fabric and craft sense of refinement. "

based on the current market situation, Satchi International Men's clothing is responsible for the color and trend analysis of products by foreigners, while in the process, it is controlled by Chinese designers according to the psychology of the Chinese people.

"in fact, it is not that foreign brands are superior to our local brands in all respects. What we need more is to complement each other and give full play to their advantages in the integration of Chinese and foreign brands."

Miao Qiwei said.