Japanese Apparel Successfully Landed In The US Market

< p > in the keynote address of "the heart of the American brand", which is sponsored by the Japanese American Association and female industrialists in New York, Takeda Kinke, President of MIKI HOUSE Americas and Yamaguchi Hiroshi, vice president of Wacoal Wacoal Sports Science, have shared experiences in opening up 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.

Its embroidered "a href=" http://www.91se91.com/news/ "T-shirt" /a "sells for up to 200 dollars, a target= _blank href=" http://www.91se91.com/ "> shoes < /a > the price of the child is up to $119, 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 such an interlude: he called a powerful store in a certain place to make an appointment, and the meeting time was 6 a.m.

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 wholesale to a famous boutique, but when the person in charge explained the function of the brand to the buyer, the other said, "our guests will not understand such a complex description."

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 that product characteristics are the key factors for successful cooperation. We firmly believe that once children pass through MIKI HOUSE's a href=" http://www.91se91.com/news/index_c.asp "> shoes < /a >, they will 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 a href= "http://www.91se91.com" > Nike < /a > sold for $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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