The Development Of Han Dynasty Clothing And Love And Japanese Earth Music Ladies In China

With the hot wave of Korean dramas, audiences are watching South Korea.

The degree of concern is also getting higher and higher.

Take the opportunity to enter the Chinese clothing market.

The trend of Japanese fashion has also been chased and imitated by all of us. Today, we look with analysts to see the development of the more mature clothing brand in Korea and Japan.

Group Introduction

The Republic of Korea

Founded in 1980, the group has developed into the largest fashion retailing group in Korea.

Since its entry into the Chinese market in 1994, the group has been in the major department stores and shopping centers of major cities in China and operates more than 8000 Direct stores. The fashion group has fast fashion, women's wear, men's wear, children's wear, accessories and other fashion brands. E.LAND, Scofield, Teenie Weenie, Roem, SPAO and other more than 10 brands have already entered China.

CROSS COMPANY, a famous Japanese clothing company, was founded by Ishikawa Yasuharu, a well-known buyer, in 1999. Its four major women's clothing brands are: Sen's cultural creators earth music&ecology, modern trend E hyphen world Gallery, art department women's wear Samansa Mos2, urban luxury women's wear YECCA YECCA.

Since its entry into mainland China in September 2011, CROSS has rapidly completed its commercial layout in China. In the fifth year, two brands have successfully opened 100 stores (earth music&ecology:82 home, E hyphen world gallery:18), covering 35 cities in 18 provincial-level administrative regions of China.

Since May 24, 2016, the group has been renamed STRIPE COMPANY (tattoo trade) and pformed into Lifestyle & technology enterprise.

It has been used for 20 years as a technological experience gained by garment enterprises, and constantly evolves towards enterprises that can create new value in the fields of clothing, food, housing and even IT.

Market strategy

The clothing and love group has entered the Chinese market with localization strategy, persisting in maximizing the management concept of local human resources, and hiring talents in China so as to enable the enterprises to operate normally and quickly.

Through mergers and acquisitions and business expansion, the group has become a multinational company. Its business includes six major fields: clothing, food, housing, leisure, entertainment and the United States. Diversified development has also supported the continued expansion of the group.

In 2015, it acquired the Chinese franchise of the multinational Coffee & tea Brand Company The Coffee Bean & Tea Leaf, and entered the Chinese coffee market.

In order to pform the department store and join Baisheng group to build Shanghai Baisheng City Plaza, the clothing and love group has become famous again.

The group also attaches great importance to charitable undertaking, including public welfare projects such as education, rehabilitation and employment for the disabled, which fully demonstrates the strong sense of social responsibility of enterprises.

Unlike the clothing and love group, the company can not only stick to its local strategy, but also expand its Chinese market with the development of more mature retail enterprises and Real Estate Company in China.

At the same time, we insist on the natural and refreshing wind of clothing to give customers new consumption experience. Store salesmen provide "matching experience" service to customers in the form of "overall stylist".

And the Japanese national idol Aoi Miyazaki, who is in line with its brand image, is invited to speak.

In order to enhance brand appeal, Cross entered Tmall in 2015 and launched China's online stores for goods only, the price is 30% lower than that of Chinese stores, so as to increase the proportion of e-commerce sales in China.

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Main brand product style in China

The namesake brand ELAND is Korea's national name brand. It is loved by the student party and young women with its innovative style of English Academy, excellent quality and ingenious design, and its design style is also the pioneer of domestic clothing.

The age of the brand consumer group is located at the age of 18-26 between the school students and office workers.

Earth music &ecology is Japan's largest women's clothing brand. It is also the first natural brand in Japan, Hongkong and Taiwan. It is often referred to as "EME" or "earth music" by fans. It is a pioneer of natural style, creating a highly popular and highly practical "Natural Girl" (Natural refreshing wind), and also the creator of female vocabulary.

EME mainly consists of five product lines with different styles and complements, which meet the dress requirements of different occasions and mood of consumers.

Clothing price

ELAND clothing price is a little expensive, belonging to the middle grade brand, summer wear 179-699; autumn winter clothing 200-2000;

Earth music & ecology is committed to creating a unique style for every female student. The price of clothing is relatively flat, summer clothing is 58-300, and autumn winter clothing is 100 -600.

Domestic consumer analysis

Population contrast

ELAND consumers age 20-29 years old accounted for 49%, while Earth music only 33%, which is mainly related to the positioning of clothing style. ELAND dress has strong English style and elegant style, which can highlight personal temperament.

While Earth Music clothing focuses on comfort, its natural and refreshing style is more popular with female girls. Relatively speaking, the dimension of Earth Music consumers is narrower.

In addition, in the gender distribution, Earth Music women accounted for 60%, after all, Earth Music clothing prices are more close to the people, consumers are more acceptable.

Search index comparison

Baidu search shows that the search index of earth music in the past month is almost two times that of ELAND. In fact, the two brands do not have the main fans marketing in China, nor do they have celebrity fans interaction.

But in summer, consumers prefer simple and refreshing wind, and clothes like ELAND are more suitable for formal occasions. The frequency of clothing purchases relative to earth music will be even higher, which is an important reason for this search result.

Vermicelli activity

ELAND's micro-blog fans are about 200 thousand, while Earth music fans are about 260 thousand.

In the same micro-blog raffle event, earth music fans are more active in terms of comment volume and forwarding volume, indicating that Earth Music micro-blog's status is more attractive.

Comparing the activities of the two analysts, the activities of earth music are more participatory, such as the recent bathrobes, summer bathrobes, summer festival tours, Tokyo tours, train tours and clothing sponsorship raffle events, new theme activities every week, and what you wear tomorrow, and the aesthetic effect of the goddess Aoi Miyazaki has brought a good psychological experience to the customers, which has aroused the fans' desire to buy.

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Search area comparison

Although earth music stores are far less than ELAND, earth music shows strong search power, mainly in Shanghai and Beijing.

This is because ELAND has more stores under the line, and consumers can buy them directly in stores, so the overall search index will be low.

Earth music has the largest number of stores in Beijing and Shanghai, and consumers have more opportunities to contact, so these two places have the highest search index.

Consumers are most concerned about

Consumers of earth music are most concerned about products, and their attitude towards products is also weak. This shows that earth music has many defects in its products, and the quality of products is the most prominent problem in consumer reviews.

Nowadays, consumers are more interested in cost-effective products. Tmall, the flagship store, has to enhance the quality of products, and good quality will make consumers feel valued and improve their reputation.

Compared with earth music, consumers are more positive about the quality of ELAND products. In the evaluation, it is generally believed that the brand is not cheap, and most consumers purchase goods are not their own consumption. Their real audience is not strong in economic strength, but as long as the price is slightly active, they prefer to buy the product of the brand. After all, the quality and style are placed there, who will not like it?

Conclusion:

Whether clothing quality or style design is a consumer's concern, these two brands highlight one aspect, attracting different types of consumers, but how to maintain a loyal audience is a problem they need to consider.

Especially in the current economic slowdown, China has become an important market for all major brands. Every brand wants to share a cup of cake. Every big brand is also playing a new game. So will consumers full of curiosity fall in love with others?