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Renali: Bringing Crocs To China

2013/10/7 14:34:00 26

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in a slightly outdated exhibition hall in Shanghai, the world's more than 100 "a href=" http://www.91se91.com/news/index_c.asp "dress brand > /a" is coming. This is like California in 1850. Everyone is eager to get a share in the Chinese market.

There are no shiny floors and dazzling lights in the exhibition hall of the world trade center in Shanghai. T shows only four venues. The two seats in the center of the exhibition hall are left to Mango and UR. This echoes the position of fast fashion brands in the field of clothing.

There are, of course, some brands that are notoriously known overseas in China. They are eager to find opportunities in China.

Totes, P, has always been ranked first among all umbrella brands in the United States.

The general agent who introduced Totes to China is a trade company registered in Singapore, 101Elements (101 element Trading Co., Ltd.). The founder of Joseph Renali (Joseph D Ranieri) is the legendary figure who brought Crocs into China and whirlwind shoes.

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Joseph Renali, who is 51 years old, is now in fashion. Mr. P once again rushed to China with Totes printing umbrellas and pparent bags to prepare for new miracles.

no doubt, when China's market pformation consumerism and abandoning the growth mode of traditional fixed assets investment in cities and towns, overseas fashion brands are entering the Chinese market like tide, and fashion consumption gold rush is coming.

Asian merchants celebrities are always filled with happiness.

Known as the natural fashion promoter, ralali launched his team in an emergency meeting half an hour ago, re arranged the Totes exhibition area, moved several shelves like magic, suspended the umbrella to the high altitude, and allowed the crowded space to make a huge show after 15 minutes. It also insisted on hanging the Totes picture frame on the wall, and placed a table at the same time.

because the warm home is more like the place where the Totes brand will appear.

French Du Bo (Alex) is also eager to create a wave of fashion.

Like the trading company established by renali, it became the general agent of the French designer brand Le Temps des Cerises in China. Du Bo not only had an extremely Sinicization name, but also took a Chinese brand name, Le Tang Daisy, for Le Temps des Cerises.

The location of the French Street after the 85 wave card, plans to open this year's first shop in Beijing's old Buddha.

In fluent Chinese, Du Bo said to Global Entrepreneur, "the trend now is to import good foreign brands to China".

the meaning of the natural fashion promoter is the agency of a European and American brand into China and even the Far East and Near East Asian markets.

In recent years, this occupation has become a new field for European and American businessmen to venture for gold. The accelerated pformation of China and the whole Asia has become the first class theater for their global fashion brands.

Fashion promoter > /strong > /p >

Less than eight years ago, P launched a fashion whirlwind in China. The key lies in its adventurous character and exquisite marketing skills.

"P >" renali "not only succeeded in China, but also successfully introduced Crocs into the India market and spread its business to several Asian countries such as Southeast Asian countries and Japan, and regarded Asia as its business territory. Now it operates 5 fashion brand businesses in 14 countries.

"From 1988 to the present, all Asian places are my playground, and I am doing business here. After I came to Asia, I founded almost 10 companies.

In the United States, I also founded 5 companies. "

Renali said to Global Entrepreneur.

Ranieri can see what others can't see, which makes him earn a lot of money in Asia.

However, even if he rushed into the Chinese market, he himself had some difficult thoughts.

however, even in China and India, the Crocs myth of renali, initially did not favor Crocs brand.

Renali and Crocs grew up in 2004.

At that time, he had breakfast with Crocs global president John Makaville (John Mccarvel) in Singapore.

At that time, John Makaville served as vice president of Crocs Asia. He placed a pair of "Strange Shoes" on the dining table, introduced his new business to renari and asked him if he was interested in investing.

Renali looked at the plastic shoes in front of him, which was full of holes, and his shoes were a kind of ugly green. He could not help exclaiming, "Oh, my God! This is the ugliest shoes I ever saw!" he refused John Makaville's invitation.

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A year later, Valuair, a low cost airline invested by rennessy, failed. In the past two years, only four aircraft have been sold, and Valuair has been sold to Jstar airlines in the end of P.

He is looking for a new business.

John Makaville again invited Ranieri to go to the mountains, hoping that he could work as a Crocs agent in China and India.

"P," however, the more he thought about it, the more he believed he had found a new business in the Asian market.

But renali hopes not to sell a pair of "ugly" shoes in China, but to pform them into a pair of "cool" shoes.

ugly as a selling point is reflected in the classic slogan of Crocs "ugly is beautiful."

at that time, he asked Crocs headquarters for some photos showing Crocs's lifestyle, but the other side told them that they only had pictures of products, and never photographed people wearing a href= "http://www.91se91.com/news/index_c.asp" > Crocs < /a > shoes.

Three days later, the other party sent a photo to renali, a fat American about 40 years old wearing Crocs shoes playing frisbee on his lawn with his dog.

Renali thought it was not enough to express the fashion lifestyle he wanted to present to young Chinese consumers. So he took his team to various shopping centers, restaurants and bars in various cities in China to find those who could represent Crocs.

P < < a href= "http://www.91se91.com/pioneer/ > > renali /a > before bringing Crocs to China, it was once regarded as a cheap commodity -- the $29 plastic shoes that people would wear to the beach.

In China, renali hopes Crocs can become a brand that expresses its distinctive lifestyle.

he noticed that there is such a young group in China: they aspire to be different and express strong desire, and they are excited when something new and interesting appears.

"Everyone can pick one thing to express themselves," reineri told Global Entrepreneur. "I hope that consumers will be able to answer who they are and what they want to express by wearing these ugly and bright shoes."

He believes that his contribution to Crocs is to open up its young market and inject this unique fashion concept into ordinary people. "People in everyday life are our models."

He even made pictures of these ordinary people wearing Crocs photos, printed manuals or displayed in shops.

"Joe (renali) is a very observant person."

101Elements brand director Cong Lei told Global Entrepreneur.

Reinali runs the mall almost every day to observe consumers.

He spent a lot of time observing the people who came to shop at the Crocs store in Zhengda square, to see what attracted them into the shops and where to stay for the longest time, and what products would make them curious.

He even went into the shop and squatted down to try shoes for the guests, hoping to observe the customers through interaction.

At that time, through repeated observation, renali found that when men's shoes and children's shoes were placed together, male customers became less interested in shoes, because men did not like to associate personality with childishness, while separating the two could avoid this association.

"P", so renari adjusted the men's shoes to the other side of the store, which increased sales by 30% in that year.

2008 Beijing Olympic Games brought explosive success to Crocs.

Renali successfully used the international event to open up the popularity of Crocs in China.

Crocs not only designed the red and yellow Olympic beach shoes representing the colors of the Chinese flag, but also became famous for the shoes worn by South African and New Zealand athletes at the opening ceremony.

Ranieri's team also did a lot of Olympic marketing activities during this period.

"At the very beginning, we produced ten thousand pairs of beach shoes at a price of only 100 yuan, which is more than a half cheaper than usual, and many people are eager to buy it. Crocs has become Beijing street shoes for a while."

Wu Si, renaheli assistant, said to Global Entrepreneur.

it was in 2008 that the natural fashion promoter sold Plentous, a trading company Plentous to Crocs, and became president of Crocs China. Her partner, Burnham Langhammer, manages the business in the region.

In 2011, renali left Crocs. At that time, Crocs had 140 stores in nine Asian countries.

comeback > /strong > /p >

with the successful experience of Crocs, renali in 2010 and partners Mabonham and Richard (Richard Allen) together to create investment company 101Brands, continue to search for new opportunities for overseas brand cooperation.

101Brands branch 101Elements has won the exclusive exclusive agency rights of five brands in the US, including Totes Isotoner group and Totes.

The Totes brand, founded in 1924, is known as the "Rolls-Royce" in the umbrella industry and has the patent of the first American high-end folding umbrella in P.

Renali seems to recognize that Totes will start another fashion trend like Crocs's shoes. Even though he knows that six or seven years later, China's retail industry is facing a huge impact. It seems that gold rush is not as easy as before, but this intelligent fashion promoter still sticks to his mind.

"It's not easy to do business in China. You can't be so straightforward. You need patience.

This is a changing environment and consumers are constantly changing.

But if you have enough patience to listen and observe, you can overcome these difficulties.

Reinali's self-confidence is not without reason.

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"P >" --EndFragment--! "Leaving Crocs, renali appears to be more than enough.

In his Crocs experience, he discovered many of the fun of fashion retailing.

At that time, it met Douglas P. President Gernert in Hongkong, and the other side hoped that Totes would enter the Asian market by Douglas.

"I was attracted by the energy of renari."

Douglas (Douglas P. Gernert) told Global Entrepreneur.

unlike Crocs when it entered China, it is an unknown young company. Totes has a history and proud sales performance in the United States.

Sales now exceed US $four hundred million, but the United States has only Britain, France and Canada.

This slightly conservative brand has high hopes for the Asian market and dare not act rashly.

Kristen Stary, vice president of Totes brand, said that it had considered to enter the Asian market with the brand direct entry or franchise mode. But faced with the complex environment of Asia, it finally decided to cooperate with renali to enter Asia in the form of general agent. "Kristen"

Kristen's worries are not unreasonable. Asian countries have different levels of economic development, and their religious beliefs and habits are vastly different. P is one of the most complex markets in the world.

has just come out of the ugly Shoes Company to do "beautiful" umbrella business.

Renali returned to a department store in Singapore and asked a shopkeeper who sells umbrellas. She told him that an umbrella could sell 40 to 50 dollars in the mall and sell a lot of umbrellas every day. Even in rainy days, the figure could even turn three times.

He suddenly realized that the market was huge.

The significance of P is not that the demand for umbrellas suddenly increases, but that people need a fashion when it rains.

Like Crocs's experience, after Renren's Totes, the story of repositioning the brand is on again.

he stressed many times that Totes is not a company that makes umbrellas, but a brand of fashion weather accessories. Besides the umbrella, the product line also includes rubber boots, raincoats, waterproof bags, hats and other focused rain protection sunscreen products.

This type of brand is a blank in the Asian market. People may associate with Burberry (Bo Baili), but it is luxury positioning, not for ordinary consumers.

"I prefer to locate the product in the fashion field, not the umbrella. If it is an umbrella brand, it will fail long ago."

Renali said.

in the US Totes appears in Messi department store, WAL-MART, and Ranieri tells Douglas what they want to do, which is different from what they do in the United States. Totes is not the first umbrella supplier, but the first high-end fashion brand.

Whether on sunny days, rainy days or cloudy days, those who love fashion can express themselves through Totes's unique stamp and publicity.

Renali thinks that the similarity between Totes and Crocs lies in the fact that both of them use bright colors to show a kind of fun, while Chinese consumers are willing to try new and interesting things, because these two can satisfy their flaunting psychology.

in China, a major brand strategy of Totes is the colorful printing umbrella.

Through sales records, renali found that consumers in the Asian market were more interested in umbrellas, while Chinese consumers especially liked striped umbrellas, while American consumers preferred traditional patterns and colors.

Of course, he will observe directly in the shop and see what kind of colors and products give customers surprise.

Renali can make specific production plans to the brand side.

Totes develops more colorful and printed products for the Chinese market, and reduces the dark and pure color umbrellas as much as possible.

You can buy a pure color umbrella in any brand that produces cheap umbrellas, and our main role is printing.

Renali said.

These prints are from Totes buyer's prints in New York or European fashion week, and then look for the best print designer's design, and finally apply to the product.

"China's printing design has just started, but we will also look for the cooperation of Chinese printing designers."

Renali said to Global Entrepreneur.

In February 2012, P first landed in Asia from Japan, becoming the largest market in Asia in February 2012.

The difference between China and Japan's retail mode is that Japanese department stores are direct buyers, while in China, Totes needs to penetrate through distributors to cities.

The advantage of the buyer system is that reneri can get cash quickly and have stable cash flow. The defect is that different categories of buyers decide the purchase of products of different categories, and can not express the brand concept completely.

Dealers in China prefer a wide product line, usually buying all the products.

therefore, in Japan, the Totes featured shops with high sales are usually only 2 to 3 square meters, while in China, the business area is usually 25 to 30 square meters or even 55 square meters.