Home >

The Biggest Pressure On China'S Spanish Brand To Enter China Is Logistics.

2013/6/6 14:46:00 54

??? 日本語 Fran?ais English 中文

case 1. Keep the Spanish brand in China .
 in many county-level cities of Zhejiang Province, there are many places to bathe the newborn babies. Local people say, because the winter in the area of Jiangsu and Zhejiang is relatively cold, and there is no heating in the room, it is easy for the baby to bathe at home, so this "baby bath" is welcomed by new fathers and new mothers. Usually, such places are located in large maternal and child products stores. Many parents are waiting for their children to bathe, but they will buy milk powder, clothing and other items in the mother and infant store, and have strong ability to concentrate consumption. This phenomenon has attracted the attention of many baby brands. Spain's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand Mayoral is one of them. "We usually choose the mother and baby store which is the biggest in the county level. This store has a good reputation in the hearts of local residents, and the environment and purchasing power are very good." Zeng Yu, business manager of Mayoral's China branch, Mai you (Shanghai) Trading Co., is very optimistic about this store. 
 preference for multi product shop /p >
 many people may be puzzled why foreign brands enter the Chinese market. Why do not they choose famous shopping malls as a monopoly, and Mayoral chooses a more common maternal and child store. Zeng Yu explained that this was due to careful consideration before Mayoral entered the Chinese market. "It's not easy to enter the Chinese market. Before that, Mayoral probably did three or four years of market research and preparation." Ceng Yu said that the business mode of Europe and the United States is totally different from that of China's sales. "Many children's clothing brands will choose multi product stores abroad, while most of the clothing retail brands in China are doing exclusive stores. The two modes are quite different." 
 Ceng Yu said that European multi stores are usually sold in a shop and sell many brands of infant clothing and children's clothing. Such multi stores are very common in Europe, and such shops usually buy off their favorite brand's clothing products for one quarter. "There are no problems such as credit sale, monthly closing, replacement and so on. So entering the Chinese market, Mayoral has been doing localization adjustment. China now has some children's clothing stores, most of which are concentrated in the south, but such a small number of stores, so the marketing mode of Mayoral is still in the initial exploration. 
 in addition to the large maternal and child products store, Mayoral also chose a group of children's clothing stores to enter, and how to highlight themselves and attract consumers in many children's clothing brands, Zeng Yu said that Mayoral has the advantage of European brands. "From Spain, Mayoral will not fight for no preparation. China's baby clothes are basically the same. Most of the clothes at the age of 0 years old are cotton household clothes at the age of ~2. The colors are lighter, white, light blue, light green, etc. these very simple designs are actually not bright, nor seasonal. But Mayoral will refresh consumers. " Ceng Yu said that Europeans pay more attention to what kinds of clothes they wear on different occasions, so even baby clothes have many kinds of sports, such as sports, leisure, formal money and so on. For example, many families have to wear formal clothes to church or formal occasions, so babies can also have small Tuxedo, which makes many Chinese parents shout fresh and beautiful. "There are very few categories of domestic baby clothing, which is the advantage of Mayoral competition." 
 the biggest pressure to enter China is logistics /p >
 every foreign brand entering the Chinese market will face various pressures. These pressures may come from channels, maybe from design, or perhaps from brand development. As the brand of Spanish traditional children's clothing, the biggest pressure of Mayoral's development in China is not the common problems. "Competition in Europe is different from competing with different brands in the same store. In a store, all children's clothing prices, quality, materials, design and so on are clear at a glance. The amount of customer consumption determines the proportion of stores buying the brand in the next quarter, which is very spanparent and very open. But in China, there are many non-standard things in channel competition, so it becomes less simple. If a brand wants to get a good location in the shopping mall, it has to do well with the shopping malls. The process is very complicated. At the present stage, the Mayoral who first entered China has no time to take account of these problems, so we do not choose to enter the shopping mall temporarily. " 
 for the pure Mayoral, after shielding the common terminal problems, the most troublesome thing is logistics. "Because the distance between Europe and China is far away, if it is all spanported by air, the cost will be very high, but if it takes a long time to travel by sea, and the clothing is also a seasonal product, it can not afford to toss. So this is the most urgent solution we need now. The mode we are using now is the mixture of two modes of logistics, partly by sea and partly by air. 
 to explore the case of foreign brands entering China in recent decades, there are many cases of cooperation between brands and Chinese manufacturing enterprises. When the clothing Times reporter threw this problem to Zeng Yu and asked why he did not choose to produce in China to alleviate the high pressure of logistics, Zeng Yu laughed helplessly: "actually, Mayoral's children's clothing has been produced in China for more than ten years, and the proportion of its production in China has exceeded 50%, accounting for a large share. But with the increase in production costs in recent years, Mayoral has reduced China's production to about 35% and will continue to decline in the future. Some clothing is now produced in China, but Mayoral has no logistics center in China and no official Chinese tag, so it can not be detected in China. It's more troublesome to be spanported back to the European test and shipped back again in China. Mayoral will set up a logistics center in the future, which will save a lot of procedures and costs. 
 besides logistics, Ceng Yu said that one of the reasons that many imported brands could not enter the Chinese market came from China's strict testing standards for imported garments. "The most stringent requirement for foreign brands to enter China is quality testing. It can be said that China's inspection standards for imported clothing brands are the most stringent. Mayoral in Spain's sales category, including 0 years old ~18 years of age clothing, and enter China, Mayoral only chose 0 years old ~2 years old baby clothes first test water, because in all ages of Mayoral clothing, 0 years old ~2 year old clothing is the most stringent detection. "We hope to bring the most confident products to China, and when the whole process goes smoothly, Mayoral will bring other products in." 
"P", this is a typical European enterprise with rigorous style. They are conservative and strict with themselves and outside the environment. They value the quality of the product and value the reputation of the consumer, which is far greater than the increase in sales. In Chinese brands, they are almost no breaking competitors; in Chinese consumers, they are a very responsible brand. 
 case two European cowboy's Chinese ambition /p >
Nowadays, Chinese consumers are more and more rational about the consumption and acceptance of foreign brands, so the decision of foreign brands in China is becoming more cautious and steady in P. Under such circumstances, it takes a long time to get ready to negotiate with an authorized agent of a well-known foreign clothing brand, and if it can extend the agent period, it will also show the strength and strength of the Chinese company. 
 25s, right weight /p >
 to "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "(China) Co., Ltd., the authorized agent of the British century denim brand Lee Cooper is the" real kung fu ". The brand was founded in 1908. It made military uniform in the early days and produced military uniform during the world war. With the fashion trend, it became a British Cowboy brand pioneer. It is the oldest Cowboy brand in Europe. For Lee Cooper, which has entered the Chinese market many years ago, every step has been prudent. They have had several agents to change their rights, so to serve such partners, we must display the sincerity and strength of 120000. 
"P >" Lee Cooper has been in China for many years, and has gone through several agents before, but it is not very effective. Since the second half of 2011, Li Chao formally took the Lee Cooper authorized agency, but in the attitude of being responsible to the brand dealers and agents, we extended the agency to 25 years. Sun Jue, vice president of Li cool fashion (China) Co., Ltd. said that 25 years are not short, which can be said to be a long period of agency in China's clothing industry, which has a deep meaning for brand dealers and agents. "Agent before Lee Cooper is 13 years, but we think that after more than ten years of cultivation, it is the time when the market matures. This time has a certain risk to agents. This age is not worth doing long-term work in the Chinese market, so we extend the time to 25 years, which should be a manifestation of recognition and consensus." 
 Sun Jue said that when international brands choose authorized agents, they are most concerned about the strength of powerful channels. Meanwhile, agents have a clear judgement on the brand positioning in China, but the agents before Lee Cooper are weak in this respect. Second, there is a long-term strategy for brand positioning and market promotion. The former agents do not work well, so since they took over, they made clear strategies in channel development and brand positioning. 
 Lee Cooper /p > details.
"P > every year, there are many international brands throwing olive branches to the Chinese market. So why does Li cool choose Lee Cooper? Sun Jue said:" compared with the rough design of the American Cowboy brand, the British dress is exquisite, and there are fashion elements in the design. Lee Cooper is the original Cowboy brand, with its history, cultural accumulation and connotation, so there is still much room for future development. 
After P years of reform and opening up, the Cowboy brand that has entered the Chinese market in the early years and achieved outstanding results is very few. Several passers by can also name several famous cowboy brands. Sun Jue agrees with this: "competition is really fierce. We are catching up now. Lee Cooper has to sort out the strategy of competition before we can play a big role in the Chinese market." 
"P" and in the competition, sun Jue admitted that the design of Lee Cooper is very bright. "Every quarter of the UK has a completely new design. Li has its own right to design. According to the market situation and its own brand style, we design products that are in line with the Chinese market." In contrast to European cowboys and American cowboys, Sun Jue thinks design is also an advantage. "American cowboy style is simple and traditional, but Lee Cooper pays more attention to detail." At the same time, because it comes from the United Kingdom, so the British style is also strongly reflected in the design, including the "meter flag" will also have different forms of integration, and these are loved by Chinese young consumers. 
 in China, conform to the Chinese mode .
 Li cool party has a very clear way of thinking about Lee Cooper's recent marketing plan. "We decided to open 350 ~400 stores by the end of 2015. In the first tier cities, we will do direct battalion, and two or three line cities choose excellent agents. This is the main development strategy at present." Sun Jue said, in addition, Lee Cooper is also actively using the power of China's official website, micro-blog and WeChat. "Because it is a Cowboy brand, so we should seize the hearts of young people. This year, Lee Cooper will cooperate with the domestic rock band" escape plan "to sponsor them in the Yangtze River Music Festival and the Beijing Shanghai MIDI music festival. After that, we will pay more attention to the young and active marketing mode. 
 in China, besides the traditional channels, the power of e-business is not to be underestimated. The cool side knows the power of the Internet, so it also complies with the trend of China and actively integrates into the Chinese business mode. Sun Jue said: "the electricity supplier is an irreversible channel, occupies a very important position. Li cool is also seeing this trend. Now it has started the layout of the electricity supplier channel. The official flagship store of Tmall has been formally launched in May 26th. At the moment, we will sell some new products and inventory online, and in the future, we may consider the electronic commerce specializing in the product line."