Korean Brands Are Holding Fashion Shows, Eager To Enter The Chinese Market.

Recently, a fashion show of these three brands was held in southern the Bund, Shanghai, and it was a great success.

K Fashion's brand ambassador Patricia Field said, "at present, Korea is the most mature and most fashionable fashion center in East Asia. In the past, Japan has been leading, but Korea has stood out.

For me, Korea is my first choice for shopping in Asia.

WWD points out that Buckaroo Jeans produces

Jessi NY is simple and wearable. The target group is young, while Zishen is conservative. It is suitable for people with a longer age. There are occasional academic style series.

This fashion show organizer Cindy Hahn pointed out.

The way of life has long been infiltrated into the hearts of Chinese consumers, but for these brands, they must still be actively promoted to make Chinese consumers more aware of them.

"Once consumers become familiar with brand names, they will be more conducive to Korean brand growth in China," Hahn said. "Now we need to build a large marketing platform to promote these brands."

Mindy Shin, an analyst at BNP Paribas Group, also said that Chinese consumers already have a deep understanding of Korean brands.

She also pointed out that Chinese consumers travel to Korea is a good opportunity for Korean brands to carry out brand education.

"Now more and more Chinese consumers are going to Korea to travel and shop, and they will also share shopping experience and brand knowledge on the Internet," she said. "Therefore, the hot selling of brands in the Korean local market will also lead to its influence in China."

Related links:

Luxury companies are old, multinational companies with hundreds of history. They have experienced the ups and downs of the economy in the past hundred years, and have a very mature exchange rate risk prevention mechanism in their internal management mechanism.

Because these companies are multinational, they have euro market, dollar market, yen market and RMB market, so they will design a very professional foreign exchange hedging mechanism in their headquarters to avoid the risk of exchange rate.

The two multinational companies I used to have had such a mechanism, and even in the financial statements of my China region, I could see the profit and loss of this column.

So from this point of view, we are worried that the price adjustment of luxury goods companies is unnecessary because of the decline in exchange rate.

Of course, luxury is a fully market-oriented market. Supply and demand is the main price determining factor. When the euro goes down, luxury goods will become cheaper for other market consumers.

If everyone is in the market, there is a possibility that the price of the brand can be adjusted accordingly.

But the premise is to think clearly about the brand.

Who are the consumers of their brands? Europeans themselves? Americans? Japanese? Chinese? Russians? Gulf Arabs? In fact, the answer is long ago. Consumers in emerging markets, like the Chinese and Russians, probably account for less than half of the total, plus the Americans, Japanese and Arabs. The consumption of luxury goods is estimated to be very large, which may not be more than 20% of the consumption in the euro area.

In this way, luxury brands seem to be "reasonable" in order to avoid exchange rate risks or gain greater profits.

If Chinese consumers want to take the opportunity to "copy the European luxury goods", they should act quickly. Before and after the Spring Festival, it is estimated that the wily luxury companies are already taking advantage of the price increase.

However, I personally think that they will certainly be cheaper in raising prices than in the domestic market and in Hongkong.

In this round of euro decline, luxury Brand Company will have a "life to death" game.

Who can make good use of the leverage of the euro and take advantage of the exchange rate to seize foreign consumers, especially Chinese consumers, when the consumption of luxury goods is depressed?

On the contrary, the sluggish sales of luxury goods will cause them to languish for at least 3 years.

Think about how to make Chinese consumers buy a bag and save two tickets to Europe.

For brands, I personally think that raising prices must be an unwise option.

The brand side should make more use of the weakness of the euro to push the winter luxury sales season to a climax and win by "quantity", not to mention the fact that luxury companies actually do not have exchange rate losses (because of the hedging mechanism mentioned above).