CHIC Is The First Choice For Overseas Brands.

Overseas fashion and fashion brands "go on the market" to participate in the Chinese market.

It seems to be the first choice.

However, the Chinese market is not "one horse and plain land". It also requires foreign brands to adapt to the process of "Pathfinder and trial and error".

This requires overseas brands to grope for Chinese consumers' shopping habits, and also need to have a familiarity and understanding of China's business environment, patterns and channels.

Next, follow the world clothing shoes and hat net Xiaobian together to understand the business of overseas brands.

1, understand consumers value quality and cost-effective

The overseas brand layout of the Chinese market, without exception, all valued the potential huge demand here.

However, nowadays Chinese consumers are becoming more and more autonomous. Each of them has a steelyard to measure what is what I want.

This not only brings difficulties to domestic brands, but also puts forward new requirements for overseas brands.

But everything has two sides.

Chinese consumers' preferences and ways of shopping are changing, and at the same time, the market has begun a spontaneous adjustment mechanism, that is, the survival of the fittest.

During the new round of reshuffle, potential opportunities for overseas brands can be found.

"In the past ten years, China's clothing market has undergone profound changes, and its changes are accelerating."

Gerard Roudine, the head of the French Pavilion, uses "incredible" to describe the change of Chinese consumers he perceived.

He said, compared with before, Chinese consumers in recent years have shown incredible individual needs.

This personalized demand is becoming more and more prominent with the Chinese consumers' knowledge of fashion information and knowledge.

In addition to the significant enhancement of personalized demand, Chinese consumers have also made a qualitative leap in the understanding of products and brands.

Ruisa Scheffel, head of the Brazil Pavilion, believes that Chinese consumers now want more than just international brands, but also look for products that are unique.

In fact, since the entry into the Chinese market six years ago, the Brazil pavilion has taken a place in the Chinese market with its personalized products such as shoes, clothes and caps.

"Brazil

The brand can display unique design, beautiful colors and innovative products to different customers.

We have seen the change of consumer aesthetics.

They focus on product quality, not because products can enhance their status. "

Ruisa Scheffel said.

2, should output value be flexible or stick to its true colors?

The changing consumer demand has raised new requirements for overseas brands.

Chinese consumers are still keen on cost-effective products when they are shopping.

It also puts forward new requirements for highlighting the quality of overseas brands.

For example, the "German made" with good blood lineage is the "difficult service" for consumers in exploring the Chinese market.

"Chinese consumers are very concerned about price performance.

When buying things, they are not able to accept any price, but choose and compare them, so as to select the products with the highest cost performance.

Bianka Toepper, head of the German Pavilion, said that the sensitivity of Chinese consumers to fashion is improving.

They like to wear fancy styles, understand the latest fashions, and pursue fashion trends.

Similarly, the flexible and innovative Brazil brand has also chosen to adapt to the market more quickly. Whether in product design, in channel development or brand promotion, Brazil brand has grasped a methodology which is more suitable for its own development.

Since the 2010 expansion of the Chinese market, the Brazil pavilion has failed to find suitable buyers, but has surprised some investors.

Ruisa Scheffel, head of the Brazil Pavilion, said: "for most investors, they do not have much experience in shoes.

With the development of China's consumer market to specialization, there are more and more brand stores, e-commerce, mobile commerce and other modes, especially the rapid development of cross-border e-commerce.

This greatly promotes the direct circulation of brands to the hands of the ultimate consumers.

Brazil brand has also found opportunities in these changes, and has pushed forward the development process in the Chinese market more rapidly.

Coincidentally, KIM AYOUNG, head of CAHIERS brand in Korea, also said that suitable marketing methods helped to get through the Chinese market.

The spread of Hallyu culture has become a way of attracting Chinese consumers' attention.

He said, "we are concerned about Chinese consumers' pursuit of color and quality, and find that Chinese prefer soft colors and shiny materials.

Therefore, most of the brands in the 2017 spring and summer series have adopted soft colors, such as apricot, pink beige, light grey and sequins decoration.

3, understand rules and see the way of Chinese business.

As an agent who has been involved in CHIC for many years, Huang Zhaohui has learned from many exhibitions that foreign exhibitors have gained more understanding of the Chinese market. At the same time, overseas exhibitors can accept more possibilities in the cooperation mode than they did in the past few years.

Apart from the mastery of the consumer market, the key to overseas brands to expand the Chinese market is also essential for understanding business rules.

Bianka Toepper, head of the German Pavilion, believes that the positioning of Germany and China in the retail market is completely different. Brands can not copy their sales network, but more importantly, they need to understand the rules of Chinese business.

"Understanding the procedures required to export to China is very important, which includes all the necessary steps to meet the export requirements.

Another important factor is to find a suitable partner in China.

Most German fashion brands aim at finding multi brand stores.

They are looking for partners who can build a good cooperative relationship. "

Bianka Toepper said.

Ruisa Scheffel, the head of the Brazil Pavilion, also expressed the same view.

He believes that despite the years of deep ploughing the Chinese market, it is still a great challenge for the Brazil brand to understand and understand China's wholesale market.

"China's distribution system is very complex and challenging.

Therefore, when a new brand decides to enter the Chinese market, it is the first thing to find a local partner. "

"Two different countries have completely different cultures, which requires us to face many difficulties together and trust each other.

Brazil Shoe Association has been constantly understanding the business pattern of China.

We hire a market information provider so that our brand can get all the important information and make better business decisions.

Ruisa Scheffel said.

For those who want to be stationed in China

Huang Zhaohui suggested that knowing the existing business models, business channels and matching of their products is the top priority. Secondly, establishing long-term cooperation as long as possible after selecting customers will help promote and operate the brand in the Chinese market. More importantly, in addition to orders, trying to accept more win-win cooperation is also the key to speed up the process of entering the Chinese market.

More interesting reports, please pay attention to the world clothing shoes and hats net.