Japanese Clothing Brand Tries To Accumulate High Popularity To Conquer American Market

There is one thing in common among the Japanese brands that have achieved success in the US P, even though there are barriers such as low awareness and high price, companies are still fully promoting the advantages of products and gaining the recognition of consumers by their excellent functionality and quality.

In a keynote speech at the keynote address of "Japanese people's hearts, seize the forefront of Japanese brand sales" sponsored by Japanese American Association and female industrialists in New York, MIKI HOUSE Americas President Takeda Kinke and Wacoal Wacoal Sports Science vice president Yamaguchi Hiroshi share experiences in developing the US market.

They say that the price of their own products is much higher than that of their competitors in the market. Many people have questioned this. However, the two companies have successfully broken through this obstacle by focusing on the functionality of the publicity product, and established the brand's status in the US market.

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< p > < strong > understanding is the premise of cooperation < /strong > < /p >.

< p > 2006, MIKI HOUSE, which has just entered the US market, is sometimes mistaken for Mickey Mouse.

The T-shirt with embroidery costs up to 200 dollars, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the price of the child is up to 119 dollars, and some people ask suspiciously, "who will buy such an expensive thing?"

< p > in order to become famous in the United States, in the same year, Zhu Tian carried suitcases stuffed with company goods and ran all over the high-end stores in all parts of the country.

There was an interlude: he called a powerful store to make an appointment to meet, and the meeting time was 6 in the morning.

Takeda thought the other party was joking, so he asked, "do you know where I am?" the other replied, "of course, New York."

Zhu Tian promised to come down and agreed to arrive at the appointed time.

The person in charge of the store told him: "the company that fails to observe the agreed meeting time is also hard to observe the delivery schedule strictly. Congratulations on breaking through the first hurdle."

Later, he was told that he could not cooperate without shortening the delivery date.

Therefore, the Japanese head office decided to adjust the delivery date according to the time requirement of the other party.

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< p > Takeda also recalled that when she made a brand presentation to Bloomingdales CEO Michael Gould, Gould commented: "if the brand is not displayed in the environment that can display its brand concept, it will not be able to show its advantages."

Since then, MIKI HOUSE has established a strong cooperative relationship with Bloomingdales.

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< p > the brand was once sold wholesale to famous boutiques, but when the leader explained the function of branded products to buyers, the other side said, "our guests will not understand such complicated descriptions."

Subsequently, MIKI HOUSE terminated its cooperation with the store because the brand's belief was "not to cooperate with stores that do not understand product functions".

Takeda said: "buyers understand product characteristics is a key factor in the success of cooperation. We firmly believe that once the children wear MIKI HOUSE shoes, they no longer want to wear other brands of shoes, they will become brand repeat customers."

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< p > < strong > try on and accumulate high popularity > /strong > /p >

Wacoal P began selling CW-X Series in the US in 2002.

At that time, tight pants such as Nike were priced at $50~60, while CW-X products were $100.

Because it is considered to be "unknown Japanese brand, and the price is very expensive", when the salesperson called Paragon in New York old brand sporting goods shop, she was immediately hung up by the other side.

So, the president of Wacoal Wacoal Sports Science came to the company personally and said to the buyer of the company: "our products are absolutely good. Please wear a running experience first."

After the experience, the cooperation between the two sides also started. The buyer then said, "this is the most successful product I have bought in my career."

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< p > Yamaguchi stressed: "although the price of our proposal is much higher than that of other companies, we do not feel that the price is set unreasonable.

There are always reasons why prices are high, so it is important to understand product performance and eliminate differences with customers.

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In the same year, CW-X sponsored the triathlon competition held in Alcatraz Island, San Francisco. The famous professional Triathlon players wore the brand product and set up tent product publicity area. They listened carefully to the contestants who wore the brand product and completed all the projects. P

Now, the brand still maintains the practice of setting up tents for public relations activities at the marathon conference hall. "Please try to wear it first" has accumulated more popularity for the brand.

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At P's speech, Yamaguchi personally displayed the CW-X product that was tailored to the principle of tape wrapping, and said: "we are willing to support people who love sports so that they can enjoy the fun of sports all their lives."

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< p > Yamaguchi and Zhu Tian believe that managing brand must not deviate from the basic concept of brand.

Takeda said, "it takes time for buyers to understand brand ideas and product sales to achieve results.

However, if the brand and the idea are not compatible, it may be in great trouble.

The final thing to see is whether the children will smile because they wear our a target= "_blank" href= "http://www.91se91.com/".

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