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"Going Out" From Ambition To Constant Adjustment

2014/5/19 15:49:00 24

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by the end of April, foreign media took the lead in revealing the news of Boston's layoffs in Britain.

According to relevant reports, Bosideng's layoffs are mainly related to its headquarters in Bradford and flagship stores in London. The layoffs involve 3 buyers in Bradford, 1 design assistants and design directors, and at least 1 a target= "_blank" href= "http://www.91se91.com/" designers in London.

The report pointed out that the team was completed last summer, and now they are told they no longer need to take charge of the product, and the related work will be taken over by the Chinese team.

in fact, in recent years, the "going out" local brand is not a Bosideng family. Jiangnan Buyi, Lining, PEAK, Mass Phil and so on have been actively exploring the best strategy to enter the overseas market. "Going out" has increasingly become the standard for local brands to flaunt themselves as "international brands".

But judging from the effect of expanding overseas market from local brands, there are few brands that can gain international recognition and achieve profits.

"P", from ambitious to constant adjustment, Bosideng is not a case of local brands going out to sea, but a miniature of the development of "going out" Chinese brands in overseas markets.

when Chinese brands encounter strong culture /p >

P a recently returned to London from a certain "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "brand executives told reporters that after seeing Boston London flagship store, he felt that there were still many problems in the operation of his entire store.

"P >" men's clothing is different from women's clothing. Europe is the birthplace of western style culture.

Therefore, compared with Western brands, Chinese suits have not many advantages in the competition with the European market.

"from the design of some single and down garments, Bosideng is really very good, but there are still many deviations in the design of men's clothing products compared with international brands."

At the same time, the executive told reporters that in his view, displaying a number of categories of clothing such as men's wear and down garments in a shop will create confusion in visual effects.

for this, Lu Yama, vice president of Ray Tibor, also agreed: "European consumers are very interested in a brand's professionalism. Therefore, if clothing brands want to identify themselves in Europe, they must have a single product that can represent their brand characteristics."

In this regard, the practice of expanding the European market with a series of products is not realistic in Lu Shan. "Buying handbags in Zegna stores is basically a matter for Chinese people. Europeans generally only buy Zegna suits."

but if Bosideng only focuses on suit products, will it ensure that it is not "injured" in the European market?

Zhang Ting, vice president of P, believes that the answer is not the same.

"Men's clothing is different from women's clothing. Europe is the birthplace of western style culture.

Therefore, compared with Western brands, Chinese suits have not many advantages in the competition with the European market.

brand culture has obviously become an important factor for Chinese clothing to suffer setbacks overseas.

"P." in fact, European consumers in the purchase of clothing basically focus on the highlights: one is the price ratio; two is the brand.

Yang Dayun, the president of the UTA Fashion Management Group, has been engaged in mergers and acquisitions between local brands and international brands for a few years, and he has a clear voice in the European market.

Yang told reporters that in Europe, consumers pay close attention to the price performance ratio, which generally focuses on the purchase of parity products. When they buy high-end clothing, they value the cultural view of brand and brand.

This habit of consumption (P) makes the acceptance rate of foreign brands to the European market generally not high. Generally, the market needs to be cultivated for at least 10 years to be accepted by European consumers.

For this, Japanese brands can be a good reference for Chinese brands.

"P >" although UNIQLO and Muji are highly recognized in the European market, they have encountered great difficulties when they first entered the European market.

Taking UNIQLO as an example, it has entered several markets in Europe. After more than 10 years of market cultivation, it has gradually been accepted by European consumers.

MUJI has always been promoted by nature, environment protection and pollution-free brand culture, which is very compatible with the European mainstream culture of value and culture.

In Yang Dayun's view, local brands must be prepared for a protracted war if they want to have a foothold in the European market.

and for the Chinese brand that has gone out, Zhang Ting told reporters that the pressure of survival abroad is very large. Many brands use domestic sales to feed overseas stores.

This also has to let people think about a question. Is it really a good choice for local clothing brands to go out?

why should we go out? /p >

"P", while Chinese brands are looking for opportunities in the sea, international brands are coming to China to start a new round of expansion in the Chinese market.

Since China's market opportunities are still in existence, why do many companies insist on "going out"?

to this, Lu Yama pointed out the mystery to reporters: "many brands even need to lose money and pay money to set up shop abroad. Their intention is not to enter the overseas market, but to set up an international brand image in the domestic market."

Lu Yama said that although many brands sell well in some foreign markets, it is easy to see that most of these shops are located near the popular tourist attractions in China, and the customers who buy their brands are mostly Chinese.

"P", "Europe is still the largest clothing consumer market in the world. The average annual cost of clothing purchases is $more than 500, while in the Chinese market, the annual consumption per capita is only $106."

for this, Zhang Ting said, before a brand development is not mature, excessive international layout is not a safe choice.

"The essence of clothing sales now is in the sales culture, and in the face of the strong cultural barriers abroad, it is too risky to choose to enter the overseas market at this time."

In this regard, Zhang Ting told reporters that although Yi Wen in recent years has been in the international market research and inspection, intends to layout overseas markets, but has not yet put into practice, that is, want to go a little more secure.

"We want to focus on the product and wait for the right time."

but Yang Dayun has different views on this. In his view, Chinese clothing enterprises must go out sooner or later.

"perhaps the time for local enterprises to go abroad is not yet fully mature, but Chinese enterprises really need this internationalization attempt."

Yang Dayun believes that, no matter what the Chinese consumers are showing overseas, the increasing consumption potential, even from the consumption pattern of the world clothing, Europe is also a market for local enterprises to fight sooner or later.

"A well-known consulting firm has conducted a survey of the global clothing consumer market. The survey shows that Europe is still the world's largest clothing consumer market. The average annual cost of clothing purchases is $more than 500, while the annual consumption per person in China is only $106."

Therefore, in Yang Dayun's view, to seize the European market is crucial to the future development of garment enterprises.

although the amount of clothing consumption per capita in China is nearly 5 times the same as that in Europe, does this mean that there is still a great potential to be excavated in the future of China's clothing consumer market?

to this, Yang Dayun admitted that there is still room for growth in the consumption potential of the Chinese market, but the realization of this growth needs support from specific conditions.

"Only if the government can stimulate economic growth and tax relief through investment, can the consumption potential of the Chinese market be improved, otherwise, everything is just empty talk."

for the unknown possibility of the future development of Chinese market, Yang Dayun believes that enterprises should start to grasp the European market as early as possible.

what to enter Europe? /p >

in Yang Dayun's view, to do well in the European market, there is also an opportunity to make a cost-effective performance and look for development from the perspective of differentiation.

"P", "I know a London dress company. What I am going to do is the cost performance line, which is very good in London."

Yang told reporters that the consumption of dresses is very common among the British, while the price of the dress in Britain is generally 300 pounds ~400 pounds, but the price of the Chinese enterprise and the quality dress is only 150 pounds ~200 pounds.

At the same time, the boss of the enterprise did not target the target audience to the local Brit who is sensitive to the brand, but from the colored people from the Middle East and India.

"It is precisely this positioning of differentiation that has enabled him to find opportunities for development."

"to enhance brand recognition and identity in the European market, garment enterprises should develop clothing with strong national characteristics and incorporate Chinese elements into the design."

in terms of clothing consumption, Lushan believes that consumers in Europe are relatively mature and are less interested in brands, and they are more interested in the design and quality of clothing.

"European customers like something with a sense of design, which requires local brands to enhance their original technology and establish their own product style."

for this reason, Yang Dayun believes that in order to enhance the recognition and identity of the brand in the European market, clothing enterprises should develop some costumes with strong national characteristics and incorporate Chinese elements into the design.

but for this reason, Lu Yama also deeply regrets for the local enterprises. He told reporters: "in recent years, Chinese elements are very popular in the European market. Many big brands have added Chinese elements to the clothing design, but Chinese clothing enterprises have not been able to make good use of the excellent elements of our traditional culture and develop good products."

at the same time, the particularity of the European market also determines that the local businesses are not the only choice when they enter the market.

"When the market acceptance level has not reached enough height, the risk of opening a franchised store is huge."

Lu Shan believes that the brand integration shop may be a better choice for local enterprises, and Ray Tibor mostly uses this terminal form to expand the European market.

"P > Yang also agrees with him. He told reporters that brand integration shops are very common in Europe, which is why many small European brands can survive for hundreds of years.

"Local brands may not be obvious on single products, but if they can be well matched with other products in the integrated store, they will be very helpful for their sales."

but even so, to achieve profit in a short time, it is very difficult for < a href= "http://www.91se91.com/news/index_f.asp" > local brand < /a >.

In this regard, Zhang Ting believes that enterprises through the search for VC support, the use of capital + brand mode, in the form of mergers and acquisitions and participation in the form of European brands to penetrate the international market, perhaps for local brands is more secure and realistic.