Semir Agent High-End German Brand Marc 'O Polo Set Up Shop In Beijing

If you visit Beijing's New Oriental world frequently, you can find many interesting things.

From the shops that are constantly opening and closing, you can see the strategic progress of the brand. Nike, which is located on the first floor, has been shut down for a few days due to poor performance, instead of a German brand.

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In May 13th, the Beijing store opened.

Granddaughter Dree Hemingway and Wu Chun were invited to the platform for the event.

This is their first time to enter.

Market.

Last August, they had their first store in Shanghai.

Before entering China, the brand with a history of 50 years and 200 stores in the world is very cautious. They consulted Roland Begg, a consultant company. They wanted to open the first store in Beijing, but the process of entering Beijing was not smooth. They did not understand China and had no connection with the major property groups.

Curiosity daily found some interesting things in the process of chatting with Marc 'O Polo CEO.

The CEO said that any foreign company would not be easy to enter China. Before entering China, he called Hugo Boss's top executives for some advice.

Hugo Boss people suggested that they must have their own direct stores.

But the CEO is still looking for a suitable partner in China to operate in China in the form of agency.

Later, they found "Sen Rui dress".

According to the suggestion from Sen Rui, Marc 'O Polo is most advanced in the Shanghai market, and Sen Rui has become the general agent of Marc' O Polo in China.

Most people have never heard of this company, but when you mention the Semir "what to wear", you will know.

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In order to segment the high-end market, most Chinese clothing companies like to register overseas companies, but the design, production and sale of products are entirely in the mainland of China. In fact, the mainland consumers are not buying this kind of "fake foreign brand". The way of self built high-end secondary line is slow to get market share.

They decided to try different ways.

In the 2012 year of the year, Semir set up an investment company, which specializes in foreign high-end brands, and wants to cooperate with foreign brands in the form of agents, joint ventures, acquisitions, etc., to help them enter China and to segment the high-end market.

Two years later, the investment company set up "Sen Rui dress". Marc 'O Polo is their first brand. This is an internal venture of Semir. At present, there are 10 individuals in charge of the agency and operation of high-end brands in Europe and America.

We went to chat with Sam Rui's clothing chief Kim Kim Jun.

Jin Kejun said that at the beginning of its establishment, Sen Rui has identified a direction: not to touch luxury goods, luxury goods market is not as good as before, and does not conform to the principle of rational consumption, but the opportunities for high-end clothing market are good. Some of the old European brands have been successful and experienced, but they have not entered the Chinese market. The consumption pattern of the Chinese people is undergoing obvious changes, and Semir is in urgent need of developing high-end lines.

Jin Kejun had worked in Semir for 9 years before he entered the company.

He worked in investment companies mentioned earlier, and then came into contact with many foreign high-end brands.

In early 2013, at the Bread&Butter exhibition in Berlin, Germany, they first met Marc O 'Polo. They thought it was a very mature old enterprise, and there was a large booth in the core exhibition area.

Jin Kejun and his colleagues also met other high-end brands who wanted to enter China through the exhibition. They spent a year screening the brand, considering whether the brand positioning is in line with China's consumption habits. Is the clothing version suitable for China? After several brands have been identified, business negotiations will start again, and finally they will Marc O 'Polo as their first partner.

In an interview with curiosity daily, Jin Kejun said they originally wanted to set up a joint venture with Marc O "Polo", but because of the prudence of German brands, they are now working together in the form of general agency.

So when the location of the new store is located, Sen Rui will invite the brand side to come to China to see the place, make decisions and strengthen mutual understanding.