Jiangnan Buyi Brand Chance To Open The Road Of Internationalization

< p > the development strategy of Jiangnan Buyi internationalization begins with occasional but inevitable.

For enterprises with a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", with design and brand culture as the selling point, jumping out of the domestic market circles and actively participating in international competition will not only enhance brand influence, but also be beneficial to brand promotion and business operation.

Now, Ni Guochang has found the role of brand internationalization in the operation of the domestic market.

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< p > as the representative of Hangzhou women's clothing, "Jiangnan cloth dress" was founded in 1994.

At that time, the brand YISHION natural material embodied the style of dress, advocated the unique image of naturalism, and the personalized design language also made Jiangnan cloth known.

After more than 10 years of development in the domestic market, in 2005, Jiangnan Buyi first embarked on the Russian land, and its first overseas franchise store was established in Moscow's Red Square, Russia.

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< p > the mature development of the domestic market has promoted the brand to March overseas. However, why did the main South style clothing of the fresh and graceful style choose the first station overseas in the extreme north?

In 2005, we opened a special store in Beijing Oriental Plaza.

Because our brand style is quite unique, clothing products have been recognized by consumers, including many foreign customers.

At that time, there was a Russian girl who liked it very much after seeing our clothes. She hoped to introduce the brand of Jiangnan cloth dress to Russia for sale.

After negotiations and a series of preparatory work, in December 2005, we established our first foreign franchised store in Moscow, Russia.

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< p > because of the popularity of Russian customers, Jiangnan Buyi began to depict the overseas trajectory of the brand in imaginary countries.

Imagine that if there is no clear positioning, the brand may not win the attention of foreign consumers.

If there is no first step in the national market, it will not be possible to realize the development plan of the international territory.

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After the year of P, the design concept of Jiangnan cloth has gradually been accepted and loved by more and more Russian consumers.

With its unique design and excellent quality assurance, the price of the South American cloth, which is the same price as that of Europe and America, is popular among young girls in Russia.

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After P's success in the Russian market, Jiangnan cloth clothing extended to Japan.

In the Japanese market, which focuses on product quality, Jiangnan Buyi will focus on the design and enrichment of products.

The rich dress matching concept has been recognized by Japanese consumers.

After that, the number of franchised stores in major cities in Japan was expanded step by step, and the location of the shops was concentrated in fashionable areas.

At present, Jiangnan Buyi stores in Japan are concentrated in Tokyo, Hokkaido, Nagoya and other places.

According to Ni Guochang, judging from the performance of brands in overseas sales, the Japanese market has also handed out the most dazzling answer.

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"P" benefited from the steady development of the Japanese market. In 2006, there were 9 shops in the South and Europe in the south of the Yangtze River. By the end of 2007, the number rose to 12.

Since 2008, Jiangnan Buyi brand has adjusted and upgraded overseas stores. At present, the number of overseas stores has reached 24, which are distributed in 15 countries, such as Japan, Singapore, Thailand, South Korea, France, Russia, Georgia, Spain, the United States, Canada and New Zealand.

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In less than a few years, the sales network of Jiangnan cloth clothing has been expanding continuously. Aiming at the stores all over the world, the company has set up an overseas market development department, and has expanded the overseas market by zoning and slicing to achieve optimal management. P

According to Ni Guochang, Jiangnan Buyi overseas stores operate mainly by agents, and only Canadian stores are direct stores.

"When choosing agents, the company will pay more attention to the recognition and recognition of Jiangnan cloth brand, and will not overly pursue the maximization of sales performance.

Let the agent who likes our brand bring the same products to the guests who are equally fond of the south of the Yangtze River. In the process, the company and agents will make the local market bigger and stronger.

Ni Guochang said.

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< p > in 2008, during the period of adjustment and upgrading of overseas stores, the "inquiry" service was carried out in different areas.

"We will provide different support according to the different circumstances of the agents. We will strengthen communication and training for the relatively weak agents.

For weaker marketing, we will cooperate with local exhibitions and participate in negotiations with department stores.

For a market like Japan, where sales performance and store image are good, we will publicize the big brands.

Last year, we worked with agents to participate in the famous Tokyo fashion week. We will participate again this October to enhance the brand image and provide support for further entry into the high-end retail market.

Ni Guochang said.

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< p > < strong > overseas operation experience can be "internal" with < /strong > < /p >.

< p > > speaking of the international layout of Jiangnan Buyi, Ni Guochang believes that this has a very positive significance for brand development: "through the deep ploughing in overseas markets, not only the brand influence has been promoted, but also in the past 8 years, it has deepened cooperation and exchanges with" a target "=" _blank "href=" http://www.91se91.com/ "," designer /a ", clothing companies and retail terminals in various regions and countries, and also learned the way of business management, brand promotion and product positioning of famous international brands.

All these contribute to the growth of our brand, and we can apply it to our domestic brand operation. "

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< p > in the period of opening up the Japanese market, a partner gave the help of Jiangnan cloth and clothing besides marketing growth.

"The Japanese agent was also engaged in the clothing industry, and had its own production plant and brand.

He shared more than 30 years of experience with us to help us strengthen the management and operation of clothing, improve product quality and production plan.

At present, we have 12 independent shops in Japan, which already exceed 8 stores in Russia.

These are inseparable from the support and help of this agent. "

Ni Guochang said.

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Since P has opened the door to the international market, Jiangnan cloth has never stopped testing the new market.

For future market planning, Ni Guochang has a more specific idea: "in the next two to two years to further consolidate the Asian market, the European and North American market is a focus of development.

In October this year, we will attend the Toronto fashion week for the first time in Canada. In November, Jiangnan cloth will officially own a store in Paris's old Buddha's department store. In the same month, the brand POP-UP store will also enter the Selfridges department store in London again.

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