How Do Overseas Brands Do Business In China?

Last September, COACH closed its flagship store in central Hongkong and turned to Tmall to open flagship store, which is COACH's return to Tmall after a lapse of three years. As a matter of fact, COACH opened shop in Tmall in December 2011, and it closed down after a month of dismal sales. With the improvement of Tmall, more and more luxury goods have been settled. Among them, Burberry, BOSS Orange and so on...

Tmall has a lot of traffic. High end user group Inaccuracy. The entry of international brands to Tmall is icing on the cake, but can not be accurately watered. Tmall platform is not dominated by fashion and luxury, which will affect the platform's support for brand resources and traffic. Localization of fashion business professionals and its scarce professional operators, lack of excellent operation team.

Brand headquarters allocated to China's stock market is limited, promising. China But it also worries about the small proportion of electricity supplier sales, and the input-output ratio is disproportionate and hesitant. They decide to communicate with each other for a long time. In fact, the brand has first-hand data, but the Chinese market changes very fast, and their decision often takes several years to carry out.

Even though we attach importance to the Chinese market strategically, there are many specific difficulties in specific commodity layout and stockpiling support, making its brand far different from the domestic product image and the international full range of images. Chinese users Why are we willing to pay a difference of 50% or more over the retail price in a narrow range of products?

Overseas brands do their own business. They have limited understanding of the domestic electricity supplier environment and online shopping habits, and there are many localization problems to be solved. For example, the simplest size conversion problem, because different countries and regions have different usage habits for size, often need a specialized Chinese team to convert them one by one, and even require Chinese models with different shapes to try on and give out trial reports.

In addition, Chinese online shopping consumers are very concerned about the "commodity details" marked on the web page, and sellers are best able to clearly display all the details of the products. And how to get all kinds of localization problems, such as traffic, logistics, after sales service, these are huge problems that overseas brands will do in China.

Therefore, we suggest that the cooperation between overseas brands and domestic professional platforms is the most secure way. Depending on its own characteristics and needs, the brand can choose a super platform like Tmall, which has huge traffic volume. It can also choose small and beautiful fashion platform such as Xiu Xiu net. There is no huge traffic, but the user is precise, and there are special teams to serve every brand. For example, the Salvatore Ferragamo, which is the official Italy brand of 2012 network, provides a full range of online docking services to help brands solve all online problems, including the establishment of independent and constant temperature storage for brands, so as to ensure that leather stores are not damaged.