A Number Of Korean Fashion Brands Will Be Unveiled In CHIC2016 Spring Exhibition.

Many Korea fashion brand The group will appear in the CHIC2016 spring exhibition. They show the confidence of Korean fashion companies to explore the Chinese market with a new business model and unique business philosophy.

At present, Korean fashion companies are turning their eyes to the Chinese market. They mainly adopt the "direct access" way, that is to set up companies in China and directly sell stores. Only in Shanghai, there are more than 60 Korean enterprises operating in this way.

Recently, however, the way South Korean enterprises enter the Chinese market is changing. By signing a cooperation agreement with Chinese fashion enterprises with strong circulation strength, Chinese enterprises will open stores in large circulation enterprises, and then provide them by Korean enterprises. product This new business model is popular.

For designer brands and small brands, cooperation with professional markets has become the norm. Recently, various professional Showroom and distribution agents have been appearing in places like Seoul and Shanghai. With the popularity of the group stores in the Chinese market, this trend has gradually become a high-profile sunrise industry.

As a representative of Korean women's clothing enterprises, Dongguang international will take the soup, VISIT IN NEWYORK, AD HOC and plusscue brands to participate in the "exhibition exhibition" of the CHIC2016 spring exhibition to be held in March - CHIC trend brand exhibition.

It is reported that soup has already entered China's Golden Eagle department store and has directly operated 6 stores. Based on this, Dongguang international will further expand its business in China. Li Zaizhu, an international representative of Dongguang, said: "the operation cost of China's department stores and shopping centers is quite high. If foreign enterprises are directly responsible for recruitment and sales, the profit margins are very small. Soup has made some achievements in the Chinese market. We believe that other brands can also be successful. It is understood that Dongguang international has set up a series of strategies for its entry into China's department stores, including the establishment of separate stores, cooperation with Chinese brands and designers, and wholesale sales.

THE HUE COMPANY focuses on brands such as ADVISORY and Overtone, which have attracted much attention in the Korean market. THE HUE COMPANY set a sales success of 90 billion won in China last year, and will further expand the Chinese market in 2016.

Zheng Meijing, executive director of THE HUE COMPANY, said: "we will take the experience of the past ten years as the basis and make the best use of the planning power in the Korean market to win the acclaim in the Chinese market, and cooperate with the well-known fashion enterprises and circulation enterprises in China. The brand choice to participate in the CHIC brand exhibition is just to confirm the feasibility of the plan."

S.J.DUKO, a fashion accessory company, will actively open up the Chinese market with Vincis brand and set up a policy that is in line with the trend of China fashion accessories market. S.J.DUKO general Jin Minggen introduced, "compared with clothing products, fashion accessories products are more free in size and style, and the inventory burden is lighter. Therefore, we cooperate with the women's clothing brand with a high level of business to set up separate stores, and also enter professional stores such as I.T.

The Korean leisure fashion market rookie SWIB will also take the CHIC trend brand exhibition as an opportunity to further challenge the Chinese market. SWIB, which has been unveiled at the national exhibition in Korea, has attracted the attention of many Chinese buyers. The CHIC trend brand exhibition will also open up a new prospect for the brand.

In addition, orange factory, which is famous for its SPA mode, will build a collection hall with Korean designers at the CHIC trend brand exhibition to jointly expand the market. Recently, orange factory joint venture with China XinDa group to jointly develop circulation channels, and cooperate with designer brand to launch promotional activities. Boylondon, rlok, Ballop and other brands will also participate in the exhibition and actively enter the Chinese market.

On the other hand, Korean fashion companies such as Dongguang, THE HUE COMPANY and S.J.DUKO are also actively investing in the Chinese online market. Dongguang and THE HUE COMPANY officially entered China's online shopping mall in November last year, and achieved good results. SWIB set a sales target of 8 billion won in 2016, showing its confidence in the Chinese market. S.J.DUKO's Vincis will also enter the Chinese online market in the near future. It is the main strategy for Korean fashion enterprises to take up the Chinese market by raising the awareness of brands through the online B2C business and enhancing the substantive performance through the offline B2B business.

Li Zaizhu, international representative of Dongguang

　 The more we encounter difficulties, the more we need to meet challenges.

After encountering a long period of economic stagnation, the Korean women's clothing brand has gone through the strong offensive of the international SPA brand and the East Gate brand, and is facing a severe market situation. With the soup, VISIT IN NEWYORK and many other well-known brands, Dongguang international is also facing difficulties.

In recent years, in order to further expand the development of online and international business, Dongguang international has set up a new department and has formed a partnership with professional companies. In 2015, soup, the representative brand of Dongguang international, has achieved gratifying achievements in the Chinese market. Dongguang international cooperation with China Golden Eagle department store has won the praise of Chinese buyers with excellent sales volume and successfully opened 6 stores in one year. In December last year, Dongguang international sales volume of the online shopping mall under the NetEase group had exceeded 50 million won. This year, it will further promote the publicity of WeChat and other channels.

Li Zaizhu said, "what we have achieved today is due to the challenges of the past. We began to enter the Chinese market in 2008. After continuous practice, we have formed the current system structure."

In terms of personnel training, Li Zaizhu is also an independent leader. East Canton international training female managers of commodity planning, which is different from the previous emphasis on the concept of sales origin. Li Zaizhu proposed putting talents in the same important position as language and capital. In 2016, Dongguang international will also implement an internal and external reform plan, convene staff to discuss it together and listen to the advice of consulting companies.

It is our next step to set the direction of action quickly, completely change the old habits, and build a new system and work style. In addition, we believe that through the online development of the international market will be a great opportunity. " Li Zaizhu said.

　 Korean clothing industry seeks growth momentum from online

Whether the eye-catching advertising film, the new mode of watching drama, or the in-depth cooperation with China's e-commerce platform, all have proved the intention of Korean fashion enterprises to search for growth momentum online in 2016.

　 A popular advertising film.

Recently, an advertisement in SSG shop has been "fire" in Korea. In the advertisement, before the SSG building of the new world complex, the Korean star Kong Hyo Jin asked Gong Yoo how to read "SSG". Gong Yoo replied, "whiz", Kong Hyo Jin nodded, and then said, "buy a coat.

This advertisement has attracted the attention of the new world for the first time promoting the "online shopping mall" advertising film. Coincidentally, Samsung products, Hansen and so on have begun to actively invest in online shopping malls, the Korean fashion group LF has also achieved some results from this strategy.

The moves of fashion companies on the water line are mainly aimed at attracting the "thumb family" that is growing stronger. The aging of department stores and the stagnation of street business circle led to a negative growth in physical sales, while online sales maintained a relatively high growth momentum. Especially with the popularity of smart phones, mobile shopping has become the trend of the times. According to statistics, in July 2015, the volume of mobile phone shopping in Korea increased by more than 2 trillion won after second times in 2013, and the proportion of mobile shopping has reached 46.1%.

Paying attention to online market also plays an important role in brand developing global market. The development of Internet and mobile phones has weakened the boundaries between countries, and online shopping is a good choice for those who prefer Korean goods. Especially in China and Southeast Asian markets, for fashion companies, online markets may be the outpost for achieving international goals.

　　 An International Sentinel

Unlike the circulation companies entering the online market or indirectly carrying out business through venture capital companies, Korean fashion companies are now bringing together all kinds of scattered brands to operate online integrated shopping malls in a systematic way.

Among them, the most representative is the new world group. The new world will integrate a series of online shopping malls such as Emart shopping mall and New World Shopping Mall into SSG integrated shopping mall, that is, in the SSG online shopping mall, you can directly purchase products from department stores and supermarkets, and the product scale is considerable.

Last October, Hansen set up the the handsome mall and set a sales target of 100 billion won in 5 years. This is Hansen's first involvement in online sales, which can further shorten the distance between customers and brands and attract young customers aged 20~30. In the the handsome mall, there are 8 brands including time, system, SJSJ, and 8 international brands such as Chloe and MM6. In addition, Tom greyhound and MUE, an importing clothing store, are also here.

Samsung products set up an online shopping mall with beanpole, 8 seconds and other different brands in September last year, and set up an online shopping mall called "SSF shop". LF mall, which is famous for its comprehensive shopping malls long ago, has maintained its two digit annual growth rate since 2010, especially the mobile phone mall, which set a 400% growth rate last year.

SK group's SK networks online shopping mall SK Fashion Mall also maintained a strong growth trend, the growth rate last year doubled compared with the same period. SK fashion mall has attracted many new customers by gathering new brands such as Steve J&Yoni P, SJYP and American Eagle.

　 Differentiated content attracts consumers

All along, fashion integrated shopping centers often attract consumers through online products, mainly using video and other means to attract consumers to visit websites and achieve sales promotion. Samsung's product is a "Web TV show" as a weapon to attract 20~30 years old consumers who are mostly shopping online and mobile phones. By actively investing in online shopping malls, Samsung's online sales increased by 75% and the number of Web sites increased by more than 30%.

Indeed, the way to strengthen communication channels through the web TV drama is becoming a new trend. In the Korean drama "yellow", the new functions that are recognized and purchased at the same time while watching TV are very popular among young people. To this end, the new world group has expanded 6 online dedicated logistics centers and launched large-scale promotional activities through various forms such as television advertising. Those humorous series of advertisements have received strong repercussions among consumers. According to statistics, the click rate of new world advertising on YouTube is as high as 800 thousand times. From December 31, 2015 to January 15, 2016, sales in just a half month increased by 20% over the same period, and the advertising effect was very obvious.

LF mall is expanding the online market through video shopping ideas. LF mall and East Asia TV have taken a series of video clips to show product information and collocation methods. Consumers can get fashionable inspiration through watching model shows, and can also buy directly through telephone, Internet and mobile phones.

Compared to the price war, Hansen is more inclined to adopt online and offline product differentiation strategy to launch online limited edition products. The handsome launched a series of "system conspiracy" T-shirts that are below the market price of 20%~30%, which sold only two weeks after the listing.

New world international has absorbed VOV, GAP and other brands into the SSG shopping mall, and the Korean brand design united online shopping center was officially opened in July last year. Making full use of network and SNS marketing, rapidly increasing the number of visitors and sales become the main means of these network shopping malls.

　 From online to China market

Korean fashion companies are expanding their online career initiatives as a preparation for achieving international goals. Compared with directly operating physical stores, fashion companies mostly use low prices to ensure the market, and enhance brand awareness through online promotion.

Samsung products introduced its 6 brands into Tmall in December last year, and launched a major promotional event in Juhuasuan and Tmall international. Juhuasuan platform more than 600 kinds of goods in just 5 days time can be completed from the next order to the whole process of receiving.

LF in order to promote the outdoor brand Lafuma successfully enter the Chinese market, in 2015 signed an exclusive agreement with Tmall, and through micro-blog and other means to carry out promotional activities.

Apart from Tmall, China's e-commerce platforms such as show products, Shang pin and poly America have also thrown olive branches to Korean fashion companies. It can be predicted that in the near future, the cooperation between Korean fashion enterprises and Chinese electricity suppliers will further increase.

According to the insiders, "if Korean fashion enterprises have a stable online circulation system, they can achieve the strategy of expanding China and Southeast Asia at low cost, especially under the influence of the Korean wave effect, and entering the online market of China and Southeast Asia will be the best choice."