"Korean Wave" Surges To Form A Fashion Whirlwind In China

In recent years, the "Korean tide" is surging, forming a whirlwind of fashion in China, including Korean style clothing It is loved by many people. To explore this trend, Jiang Hai, president of the Women's Wear Branch of Wenzhou Garment Chamber of Commerce, led the team to Wandian from October 20 to 24 Clothes & Accessories More than 10 managers of Wenzhou women's clothing enterprises, such as bagpipes, etc., organized a delegation to visit well-known Korean clothing enterprises, such as Funkeli Clothing and Yingji Clothing, in Seoul, South Korea. The two sides sought win-win cooperation in exchange and learning.

Li Wanzhong, who is respected as a teacher and mentor by many younger generations in the Korean fashion industry, is the president and founder of Fiori Marketing Enterprise Planning Co., Ltd. He is very optimistic about the Chinese market and explains his name as: he will be connected with China later. Since 2000, his company's on&on, W OLIVE des OLIVE and other brands have successively entered the Chinese market. The company has 499 stores in South Korea, China, Russia and Singapore, including 283 stores in China, with the entire headquarters in Shanghai.

"I am often asked why Foxley is not developing fast. I don't think it is necessary to protect the brand image so quickly. It needs to be done step by step." Li Wanzhong said that the soil of Chinese and Korean enterprises is different. Korean enterprises must consider the global market for long-term development, while the Chinese market itself is large, and it is very difficult for enterprises to do a good job in their own market. As a result, Finkeli began to cultivate talents from different countries 10 years ago. Six or seven years ago, people who did not know a foreign language had no chance to enter the company.

To the surprise of Wenzhou garment business owners, Funkeli has online education, foreign language training classes, and training courses in seven different languages every day. Now when people from different countries come to visit the company, the company's employees can do translation.

During this trip, the strength of Yingzhi Garment Group Co., Ltd. was envied by Wenzhou peers. The company transformed from a fabric company to operate clothing, including agents. The company has nine clothing brands, including men's, women's, student's, outdoor clothing, etc. The Singapore crocodile, CROCODILE, which is operated by its agent, has been the number one single brand of Korean clothing for ten consecutive years, becoming an insurmountable myth in the Korean clothing industry. It has the number one shirt brand YEZAC in South Korea, the number one student clothing brand Elite Basic in South Korea, and the professional female outdoor clothing brand WILDROSES. The annual sales of three women's wear brands, including Xiatelian, exceed 100 billion won (about 574 million yuan) in South Korea. It has its own garment processing factory, with an annual output of 20 million pieces of clothing, 50000 new models launched every year, and the annual brand promotion cost is about 50 billion won (about 287 million yuan). Last year, Yingzhi just bought a department store, paving the way for its nine clothing brands to enter the market

However, such a big Korean fashion company, when entering the Chinese market, ran into difficulties everywhere and had to go back to China to find reasons. President Jin Minghu said that the company's strengths lie in commodity planning, product design and R&D, and strong purchasing ability. Among the more than 500 employees of the head office, there are 180 employees in the product design enterprise. I hope to find partners who understand the Chinese market and have strong market development ability. The two sides complement each other's advantages and open up the Chinese market.

Entering Shinwon Group Co., Ltd., Korean star faces were transformed in its brand promotional videos. There are 8 clothing brands under the company, and each brand has a star image spokesperson with different styles. In addition, each brand has an independent design and planning team of 50 or 60 people.

Xinyuan has more than 400 terminals in South Korea, and has set up branches and offices in Shanghai, Tokyo, Hong Kong, Macao, Singapore and other places to explore the Asian market. Our domestic consumers are familiar with the men's wear brand SIEG Fahrenheit of Xinyuan, which has stores in Hangzhou Tower and Wenzhou Times Square. The relevant person in charge of Xinyuan Company told Wenzhou colleagues that they have always been very optimistic about the Chinese market, and that it is one of the first enterprises in South Korea to try to enter the Chinese market. In recent years, it has been looking for Chinese partners.

The person in charge of Wenzhou women's wear enterprises also visited Shiming Fashion Co., Ltd., which had just cooperated with Zhejiang Sima Clothing Co., Ltd., and I. Splanning, which had cooperated with Zhejiang Yaying Clothing Co., Ltd. Not long ago. These companies all said they were very looking forward to cooperating with Chinese clothing enterprises, especially Wenzhou people who are famous for their strong marketing ability in South Korea.

The Chief Executive of Wenzhou Women's Wear Enterprise Talks about His Experience

● More integration and grafting

Jiang Hai, Chairman of Zhejiang Wandian Garments Co., Ltd.: Now the market resources are more extensive and the opportunities are more than before, but it has really entered the era of big fish eating small fish. In the future, clothing operators can integrate multiple resources from the perspective of investment, without having to start from scratch. For example, South Korea has excellent designer Professional managers, with good brand planning, we can graft on them and reduce detours.

Wang Jianou, General Manager of Zhejiang Bagpipe Clothing Co., Ltd.: This exchange with Korean enterprises shows me the fine management ability of Korean clothing enterprises. I think that when I run new brands in the future, I can graft their advantages and avoid the long preparation. In the current fierce competition, complementary advantages are the shortcut to success.

Ye Jie, Vice Chairman of Shanghai Jiahan Industrial Co., Ltd.: I also extend my business from fabric enterprises. There are two brands, namely Continental Angel and D-Haryy, which are similar to Yingzhi Group. However, Yingzhisheng is integrating and sharing resources among several companies, and the effect of external publicity of group operation is stronger. I think in the future, our enterprises can have more ways of integration. Through various cooperation methods such as affiliation, we can pack up and focus on external publicity, or we can get twice the result with half the effort.

● Don't be dazzled, but concentrate

Huang Ruidong, Chairman of Zhejiang Piaolei Garment Co., Ltd.: In the Korean garment enterprises we visited this time, we didn't see a very dazzling, exaggerated and grand office space, but we saw that they were focusing on one thing. In an orderly small space, this kind of focus and pragmatism is worth learning.

Zou Jiecai, Chairman of Wenzhou Yisheng Clothing Co., Ltd.: The biggest feeling of this trip is that Korean clothing enterprises are very honest in brand management. Maybe the smaller the market and the more sophisticated the work, their office environment is very simple and compact, but the staff's work attitude is very serious. Every company has seven or eight brands, and every one of them is working hard.

● Refine the market and management

Lin Shaodong, Chairman of Zhejiang Soma Garments Co., Ltd.: In the commodity planning process shared with us by I. Planning Company, as well as the employee management of Vokeli Company, we can see that their refined process is very thorough. Although we usually do it, it is not systematic, and a lot needs to be improved in the future.

Zheng Xu, General Manager of Wenzhou Paipur Clothing Co., Ltd.: Korean clothing is mostly multi brand operation. They often open stores in several countries for several brands of one enterprise, but the number of stores is equivalent to the number of stores of one brand in China. We should be glad that China has a large territory. Now we can do a good job and refine a brand, which is very powerful. The next goal is to make efforts to make the market thorough and the management refined.