The Pattern Of Luxury Children Entering China Is Different: Herroyal'S Path To China'S Innovation

< p > in recent years, < a href= "http://sjfzxm.com/news/index_cj.as" > including "/a" Dior, Burberry, Armani, Herroyal, Fendi and other brands, many international luxury brand children's clothing has entered the Chinese market, and are continuing to expand.

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< p > as Herroyal Asia Pacific Director Asia Pacific brand director Judy Feng said: "because China is the largest potential market for luxury goods in the world, and Chinese children's clothing is producing subversive demand changes. Chinese mothers are no longer satisfied with cheap children's clothing. Their pursuit of children's clothing has reached a very high level. Herroyal is very honored to participate in this process of change, and to provide high-quality children's clothing for Chinese children."

The huge market and development potential are the reasons why these luxury children's clothes come into China.

The time and mode of every luxury children's wear brand entering China are different. We take Herroyal as an example to explore the way to interpret them.

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< p > Herroyal, from the left bank of Paris, has only focused on children's luxurious costumes for nearly half a century, becoming the European Princess Royal closet.

The workshop on the left bank is full of Royal plot. Traditional exquisite skills are handed down from generation to generation. Every fine garment carefully refined has its inherent elegance and luxury.

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< p > every girl's mother wants her children to realize fairy tale dreams. In the eyes of mothers, children are happy princesses, elegant, tasteful, pure, luxurious, low-key...

In 1998, Herroyal's young heir Lucie decided not only to provide royal custom, but also to share the brand clothing with more European upper class families, so that this low-key, time-honored luxury brand is known.

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< p > Herroyal has an exclusive cooperative company in China. The company named Shanghai Yu orange handles all the brand matters, including brand promotion, sales, warehousing, logistics and so on.

For this model, Judy said: "the French head office believes that the current Chinese consumer market is undergoing many profound and long-term changes. We need a company that is well versed in these changes to take care of China's brand affairs, and even the brand price positioning in the Chinese market. We feel that it is necessary to give it to the Chinese company.

Fortunately, we have established a deep trust with a Shanghai company, so we handed them all the work of the brand market in the Chinese market.

The full trust of China cooperation companies has made Herroyal's China Road unusual.

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< p > in this case of "a href=" http://sjfzxm.com/news/index_cj.as "less than /a" and decentralization to Chinese companies, the price of Herroyal luxury children's clothing products in China is very close to the people, and the price is unexpectedly priced at 500-3000 yuan, which is much cheaper than other luxury children's clothing at the same level.

"Since 2013, we have noticed the rationalization trend of China's social consumption. When Yu told us the price range, we only spent 2 days discussing it," Judy said. "My colleague Faboer is responsible for docking with Chinese partners. His proposal to the French head office is very clear, which is to support Yu orange's pricing strategy."

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Another unique feature of P is that Herroyal has chosen the first steps of e-commerce development. It has become the sales champion of online luxury children's clothing rapidly, and it has even increased by 517% in the first quarter of 2014.

For most products, Internet sales are a natural growth channel for sales, but in the luxury industry, most brands are still stubborn, unwilling to try new things, and lack of confidence in online sales, and Herroyal is an exception.

"Although the price of our customers in Tmall stores is 6 times the unit price of similar shops, Herroyal has achieved very good sales results online. This is a miracle," said the head of Shanghai Yu orange trading company. "Unlike other luxury brands, we are very confident that Herroyal has chosen a brand new path in China."

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