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On How Small Fashion Clothing Brands Survive In The "Eccentric" Chinese Market

2014/5/7 13:22:00 81

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every three months, Chen Rong will travel between England and China and meet with retailers who come to buy the "a href=" http://sjfzxm.com/news/index_s.asp "fashion" /a. Chen Rong, who lives in the UK, is one of the founders of fashion brand agent Project Crossover. In the past, Chen and his retailers met in the exhibition hall of the company in Shanghai and Hongkong. And since 2013, there has been another important item on her calendar - the fashion trade exhibition in Hongkong. 
 this is an exhibition launched by British curator The Hub 1 years ago. The special feature of the exhibition is that it specializes in small a href= "http://sjfzxm.com/news/index_s.asp" and designer brand < /a >, aiming to build a platform for business cooperation with Asia, especially Chinese buyers. 
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Less than P, compared with star fashion week, fashion trade shows are not well known, but listening to names is boring and boring. But it's like fashion week's key to the spanaction is in the exhibition hall outside the exhibition hall. In fact, the fashion trade exhibition is an efficient platform for buyers and retailers who can directly support buyers and retailers. Their market size and influence can not support a dazzling fashion show, nor can they directly open the flagship store. A small booth is enough to become a key step in its entry into the new market. By observing the feedback from buyers and retailers during the 3 day exhibition, they can accurately judge whether this is a good time to enter. 
 Chen Rong's Project Crossover agent is the brand of new and niche designers, most of whom come from the UK. This has a lot to do with Chen Rong's personal interest. When he was in England, Chen Rong had a special liking for clothes of some small brands, and became good friends with many designers. "I like these brands and their designers. They already have good sales reports and great ideas and products, so they want to introduce them into China." Chen Rong told the first financial weekly. 
 their names are somewhat unfamiliar to Chinese consumers, such as AQ/AQ, Three floor, Belle Sauvage and Forever Unique. This is why Chen Rong signed up for the Hongkong fashion trade show. She hopes to reach buyers and retailers who are more sensitive to fashion trends through exhibitions, and then introduce brands to consumers through them. 
In February 2014, Chen Rong took 13 brands to participate in the second Hongkong fashion trade exhibition. She signed more than 20 new orders at the last exhibition, which made her very satisfied. This time, she hopes to gain more. 
 the list of the 13 brands has been finalized after some screening, so as to cover different market hot spots as far as possible. Although it seems to be a single "London Design", half of the 13 brands are made in Europe and the other half are made in China, which are attractive to customers who focus on cost performance or quality. Their average price ranges from 2000 yuan to 10000 yuan, basically covering the purchasing power of the middle class and above class. 
 most of the 13 brands are small in size in the UK, and at least have their own counters in the senior department stores such as Selfridges or Harvey Nichols. This is a very effective factor for persuading Chinese department stores and buyers to introduce a niche brand. Of course, they have other requirements for brands. In order to achieve a rich display of goods, department stores tend to choose more brands with more new styles and more famous brands each season, so they have larger orders each time. The AQ/AQ of Project Crossover agent is very good. The brand has been in London for 18 consecutive seasons in fashion Zhou Liangxiang. There are more than 20 customers in the department store of Project Crossover, including Hongkong's Crawford, Shanghai Rui general merchandise and so on. 
"P", and most of the buyer's shop likes to introduce more avant-garde "a href=" http://sjfzxm.com/news/index_s.asp "> brand < /a >, and often use the complex and gorgeous printing of Belle Sauvage is very popular. At present, more than 10 buyer shops are ordering and selling the brand through Project Crossover. However, the order quantity of these buyer shops is often small, sometimes only through the atmosphere of the new brand, it highlights the trend characteristics. 
 in addition to grasping the appetite of department stores and buyer shops, Chen Rong also needs to adjust the structure of the agent brand according to the changing fashion trend and introduce new brands in time. For example, Forever Unique is a brand that she thinks is particularly attractive to current Chinese consumers. "From 2 years ago, my demand for on-site sex clothes began to rise in China. Social activities such as parties are also starting to increase. People are dressing more clothes from the past. Now they are beginning to pay attention to dressing occasions. They will choose different clothes according to the occasion. Therefore, the proportion of our women's wear brands is relatively high. Chen Rong said. 
 Forever Unique is the main evening dress, and the price is approachable, basically between 2000 yuan and 3000 yuan. There are more than 500 independent stores in the UK. Project, a buyer's shop in Guangzhou, has recently introduced this brand through the Project Crossover. 
 "this brand of dress is not very expensive, the whole is very design sense, can fill the domestic independent designer no evening dress category vacancy." Shang Shu Lin, a commodity manager, told the first financial weekly. 
 and the designer brand is completely excluded by Project Crossover. "Considering the instability of designers who just started business, we have no cooperation." Chen Rong said. What she calls "instability" means that because of the lack of years of operation experience, the production designer and designer are not mature enough. Many new designer brands can only develop 40 new products every quarter, and mature brands usually produce 200 to 300 new models per quarter. Developing new capabilities plays a key role in brand expansion. 
 at the exhibition site, besides Project Crossover, there are many other niche brands hoping to take a chance here. They had never before set foot in China or had sold very little.