The Charm Of Shanghai Attracts Korean Designers To Push.

Nearly half released

From Korea: The Studio K, Endehor, Soulpot Studio, this is Shanghai.

The last day before the demolition of the white tent.

At the night's meeting, Kim Chun Chan, the director of the Korean Fashion Association, summoned all the staff to bow and thank him. This scene is like the classic section of the Korean drama career inspirational drama "not born".

However, the overall effect of the show is not satisfactory, perhaps because the fashion week is coming to an end, or the brand is too raw.

"Probably because this is my first time to come to Shanghai.

The Studio K designer Hong Huizhen (Hyejin Hong) told reporters after the show that her voice was somewhat desolate.

The Studio K is driven by teenage, CNBlue and other stars, and is almost well known in South Korea.

You can buy all the fashionable elements of the season: stripes, shoulders, pajamas, flared trumpet pants, and ribbon trumpet sleeves.

In addition to the three press conference sponsored by the Ministry of industry and commerce, a couple of days ago, two other fashion brands Yohanix and A.AV came to Shanghai fashion week on the platform of the Korean culture and sports tourism department and the Korean culture and revitalization Institute (Kocca).

Whether these designers come from Seoul or Daegu, they want to earn fame not only by walking shows, but by selling showroom channels in China.

Wooyoungmi and Juun. J, standing in the tip of Pyramid, are the first Korean brands to appear in the international market. Eudon Choi and J. JS Lee are in the London Fashion Week's official schedule.

South Korea has a strong export trend to the world, especially in Asia every year, partly because South Korea is left behind.

The space is very small.

"There are few opportunities in South Korea. There are not many brand buyers, and they are selling big brands to ensure that they sell."

J. Woo design director Jaewoo Kim is busy in the new world halls showroom reception visitors, and suggested sweeping WeChat.

Every year, designers from all over the world return to South Korea. Parsons, School of design, Royal College of Art in Antwerp, London Fashion Institute, ESMOD... Many young people have to find a breath of space through online sales.

Now, they turn their eyes to China. Jin Chengcan, director of Korean Fashion Association, believes that China's clothing market is 10 times that of Korea, Sungchun Kim.

"China" is emerging market in the Korean designer's brain in the past one or two years. Before that, they often target New York, Europe and neighboring Japan.

J Apostrophe creative director Lee Ji Yeon said: "when we did showroom in Europe and the United States, we saw more and more Chinese buyers. That is from then on, we realized that we should open up the market as soon as possible."

Wooyoungmi, the brand of men's clothing sold by Lian Crawford, is bought by Paris showroom, but in many cases, domestic buyers directly contact Korean brands.

"We usually choose brands that have a wide range of star influence in entertainment and fashion industries, such as Studio Concrete, a Korean movie star Eom Hongsig.

At the same time, they have advantages in price setting and can drive sales to improve.

Lun Crawford Senior Buyer said.

Exclusive distribution rights in global or global or regional areas are also a very important determinant.

"We are just beginning to get involved in Korean brand, and its brand structure is not very rich.

But for now, Hongkong and the mainland have a very high market acceptance. "

The buyer said that the brand had not been replaced so far.

Just after the celebration of the 3rd Anniversary opening of Beijing's old Buddha, there were many Korean brands, such as Yohanix.

The main street style brand of women's clothing in South Korea only sold the sub line, came to China to find factories, after the registration of the company, Yohanix gradually entered into Shanghai, Guangzhou, Hongkong, Taiwan and other places of brand integration shop.

With the pformation and upgrading of Chinese fashion shops, from buying clothes solely to brand sales, every time the international fashion week comes, shopkeepers rush overseas to buy goods directly.

"In our buyer's shop, 20%-30% is mainly Korean brand.

Asians are better able to control the print and color of Korean fashion, and are cost-effective.

The XSHOWROOM founder and CEO Chen Rong, the acting fashion brand, received the feedback.

Previously, XSHOWROOM, the main European and American brand, introduced 3 Korean brands in the Mode clothing and accessories show: D 'Moment, SUUWU and J.Woo Designed by Daewoo Kim.

Chen Rong found in his contacts with Korean listed companies and consortia that the other side intends to plan for entering the Chinese market: "many designer brands (to enter China) have no problems, but are they willing to make time and energy for the Chinese market?"

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Unfortunately, most Chinese consumers still can only wear them through purchasing.

"A lot of products made by Taobao Korea are very beautiful," said Lu Beibei, a Shenzhen girl who had bought Low Classic. "Young, real wear, very upset, Shenzhen has no stores."

Known as the Korean version of C line, Low Classic and fashionable avant-garde SJYP have had a wave of loyal fans in the past two years.

On the other hand, Chinese designers who returned from studying abroad drew close distance between Korean students and the market.

Minju Kim, who came back from Antwerp, won the H&M Design Award in 2013.

"I flew to Shanghai this time to find opportunities. I just met Tube showroom today."

She wore a navy blue sailor's long skirt in the 2017 spring and summer series of the same name. The details were ribbons and lotus leaves.

She lifted her head from the mug filled with chocolate. "I am not very interested in Korean designers collecting showroom, and I want to be with my favorite designers, such as Angel Chen and Shushu/Tong."

As a project under the Korea Apparel Industry Association, the Ministry of industry and Commerce resources of Korea provides funding to LED ME to support young designers to open up overseas markets.

But in terms of time, Ontimeshow and the Guangzhou joint ordering Association, which is working with Tudoo showroom, LED ME showroom flies several times a year to China, which brings different brands every time.

As Shanghai showroom opens more and more, Korean brands as participants are looking for the most suitable locations, such as Moon J, supported by LED ME, last season in Ontime, and this time around.

LED ME, another marketing manager, Sarah Park, is stationed in Ontimeshow: "we have adjusted the proportion of distribution this season, and entered the time hall brand to 4.

The first reason is that the Ontime space is relatively large. Secondly, the 4 brands have higher price and better match with the time buyers.

"This may be a perplexity for the buyer," said Tudoo Founder Founder showroom. "They may not be able to get the same showroom next time, so the order will become more cautious."

In previous cooperation, Tudoo found that Chinese buyers usually choose clothes that are cost-effective and easy to get upper body.

Chinese buyers' preferences also differ from those of Korean designers.

"It's strange that buyers often choose black," says Jin Xiuzhen Sujinn Kim of Soulpot Studio. "It's not like we imagined wearing red and gold."

Fang Dazhi observed: "Chinese buyers, considering the brand stability, do not take Korean brands as the main components of shops.

But some Korean brands will have higher orders. "

In his view, another place that is not in line with China's business model is pricing.

Korean small-scale brands are accustomed to online direct selling mode, their reference pricing rate is around 2 (that is, the zero price is 2 times the wholesale price), which is lower than the Chinese industry practice.

If implemented, profits will be very thin after distributors and retail outlets.

"Of course, we raise the price, but for Korean brands, the high and low price will affect the integrity of the brand image."

He said.

Earlier, Korea's fast fashion brand "8 seconds" entered the Chinese market with a high profile.

Unlike the designer brand, the trendy brand, which belongs to Samsung products, has an unparalleled advantage in both overseas sales channels and marketing budgets.

Zheng Shican, the 8 seconds China head of Samsung fashion and fashion department, told the interface: "seven of the top ten top fast fashion sales in China last year were in Shanghai and the first in Huaihailu Road."

This is the reason why the 8 seconds opened its first overseas branch in Huaihailu Road, Shanghai. In view of the volume of the Chinese market, "the shop opening rate here will exceed Korea".

On the day of its opening in September 30th, the store invited G-Gragon from South Korea to join the series of "8 'xGD" platforms.

Fans who heard the news lined up early in the morning, and finally bought the jacket of the red embroidered pilot jacket with satisfaction.

"In Korea, too, sales of products driven by celebrities are very hot."

Jin Xiuzhen (Sujinn Kim) said that a good price, celebrities and popular three in one formula pushed many brands.

The designer of The Studio K invited the Korean group Rainbow member Kim Chang Jing to thank Shanghai on the curtain.

More subtly, the actual line she released in Shanghai on the day was called The Studio K Navy, with a retail price of $30-300.

In the 7 years of the fashion week in Seoul, Jin Xiuzhen has been publishing the main series.

"After studying past Chinese buyers' order data, we found that this brand might be more suitable for Chinese market.

Hong Huizhen (Hyejin Hong), under the lead of the Korean Fashion Association and worked with Taobao, entered the "new Korea Theme Pavilion" flash shop.

Each commodity name begins with "2016 Shanghai fashion show exhibitors brand".

In addition to The Studio K, there are brands such as J Apostroph, noirer and Vik appearing in Ontimeshow.

But most designers will not consider entering Taobao and Tmall as brand names.

For those who have just tested the Chinese buyers, they still need more time to understand the electricity supplier.