How Did Hanfeng Fashion Attract The Attention Of The International Market?

Stay up late watching the Korean drama "from the stars of you", early morning brush the phone through the fashion from the media, social media to understand the female Gianna Jun the same paragraph, and then enter a key word on the electronic business platform, one key order, 35 days can wear the Korean system.

I put on my earphone with BigBang music, and I asked my friend to eat Korean food.

Girls may feel familiar with this way of life.

In recent years, Korean products are distributing public windows through such a circulation link, and they are also leading the fashion trend.

According to the world clothing and shoe net, the popularity of Korean culture in Asia and the world is called Korean wave and there is a special English word K-Pop.

After the millennium, we first came into contact with domestic TV dramas and music through television and other mass media, and new words such as Hanhan and Hanfeng began to appear frequently in the media and consumers.

The field leaves a cultural impression.

More than 10 years ago, we went through the era of tights and bell bottoms, followed by the trend of oversize nears and small trousers. There are many Korean cosmetics with various styles and lovely styles on the dressing table. Obviously, Hanfeng is still one of the most popular fashion styles of young women nowadays.

As one of the "four little dragons" in the past, South Korea has even become the "next New York" in the foreign media.

You see, luxury brands are not opening the conference in Seoul, but also the largest flagship store in Asia.

Why does Hanfeng fashion catch consumers? And how does it attract the attention of the international market?

Korean wave spawned Big Business in E-commerce

It is undeniable that the popularity of Korean entertainment industry has a great educational effect on Chinese consumers.

This led to Taobao's search data for Korean goods once topped the list.

A rough estimate is that on Taobao, with the "Korean version" as the keyword search, the result is "find 2936146 stores," compared to "Europe and the United States" only 953426.

In March 2008, the Korean brand clothing HSTYLE was formally established. It made Korean clothing as a breakthrough and became the earliest Hanfeng fashion in Taobao.

Brand.

Han dresses clothing posters

This has nothing to do with the founder's experience.

Zhao Yingguang used to be a Korean employee in Shandong international economic and technological cooperation company (the largest trading company in Shandong), which is responsible for receiving Korean orders to China.

In 2007, he received an order from tricycle, a fast fashion woman company in Korea, with many styles, quick updates and quick returns. Zhao Yingguang felt that he had finally found a pattern that he had been searching for many years.

In order to produce authentic Hanfeng, from the end of 2011, Han Du she sent a pioneer team to South Korea to try.

At that time, there were not many new quantities of Han Du Yi house every month, of which about 30% of the pictures were taken in Korea.

With the gradual expansion of scale, in early 2013, the Ministry of photography simply set up the first network base in Korea.

It was also in this year that Taobao women's clothing stores launched a wave of Korean fever. Data from Taobao time machine showed that more than one hundred million people bought Korean products on Taobao in 2015, that is to say, one out of every five Chinese netizens has caught up with the Korean wave.

Correspondingly, the Korean chain, such as naughty girl, photography and collocation, has gradually formed.

The main scenes of these photographic venues are also restored to the reality of Korea according to the ratio of 1:1, and finally build and gather together a whole set of scenery.

Shopping, eating and gathering are all available.

Korean photography base

Following the current popularity, some shops even adjust their overall style.

Two years ago, Taobao store "pink big dolls" began to turn from the early European and American winds to "Han Feng".

The design elements of "pink big dolls" are very complicated. A garment has bubbles, sleeves, lotus leaves, bow tie and lace.

It's not a standard Korean dress, but it's Korean style from the delicate and lovely model.

A clothing practitioner familiar with the shop told reporters.

Beautiful makeup becomes the fashion of Han Feng fashion.

The price is close to the people, the style is younger, the update is iterative, and it is suitable for the Asian body type and skin quality. The positioning of Korean cosmetics is similar to that of clothing, and the market is also the consumption market of young women.

Miss you, the girl's lips, her Choker, the descendant of the sun, the delicate makeup of Song Hye Kyo, and the popularity of Korean dramas, have made K-Beauty evolve into K-Fashion and a Korean style aesthetic whirlwind.

Unlike the European and American cosmetics, Han Feng follows the Korean girl's cute and cute style, which highlights the natural characteristics of the elements. It is similar to clothing in terms of updating speed, and is more fashionable. The frequency of renewal can reach four or even more in one year.

Thanks to the booster of social networking, the sales of Korean natural cosmetics brand GroundPlan, founded in 2014, increased by 180% in 2016, compared with last year's growth.

Korea's natural cosmetics brand GroundPlan

The popularity of Korean cosmetics has also led to the rise of purchasing agents, retail platforms and cross-border electricity providers to some extent.

The cosmetics retailer has completed its C round of financing, selling Korean beauty products in the US and Asia.

After the Japanese business matures, the seafood platform has been launched on the Korean Pavilion. "Compared to Japan, South Korea has a much younger and more diversified make-up, and the price is even lower."

It is understood that many Korean cosmetics mother companies even hatched hundreds of new brands to dominate the Chinese market.

A staff member of the platform briefed reporters.

Net red combined with traditional costume Brand Company may be another gesture of Korean beauty make-up.

Pony is known as the net makeup of South Korea's most make-up. It has nearly 4 million fans on Youtube and Instagram, and has a brand name "PONYEFFECT", which is strongly associated with its personal establishment.

This year, the Antarctic electricity supplier signed a cooperation agreement with Pony's brokerage firm MUNMUInc. (South Korea). After that, the series of brands such as beauty, clothing and so on came down one after another.

PONY and its beauty brand "PONYEFFECT"

{page_break}

Brands and consumers are ready to invade the world.

Han Feng has been attacking for a long time, but from now on, it will still sell better in the future.

Korean women's clothing brands such as Instylefit, BULLANG, DarkVictory and holicholic have launched many official websites such as China and Japan to open up overseas markets.

According to the world clothing and shoe net, the BULLANG special department set up in 2006 is responsible for the social media marketing and production of related content. Before the new products, the products will pass through the social media propaganda to observe the market reaction.

Since 2015, it has gradually stepped into the international market through social media. In 2016, sales continued to grow, and sales in the first quarter increased by 150% over the same period last year.

Another Korean Internet women's clothing brand miamasvin also achieved annual sales of 1 billion won (contract 5 million 950 thousand yuan) by the end of this year. It passed through Tmall international to enter the Chinese market in 2013. After that, its Tmall international flagship store sales maintained a monthly average growth rate of 200%.

Korean Internet women's clothing brand miamasvin

The Korean Internet company, the main Korean brand, has not been idle. It has not only entered into cooperation with Korean fashion brand IAMYURI, but also signed Cui Fanxi, a well-known Korean fashion designer, as fashion director.

Both sides have made Korean brands and fashions spread faster through marriage.

What is more interesting is that Americans who advocate freedom and spirit of cowboy are also in love with Korean fashion.

Far more than one European and American department store, drugstore and buyer shop break through cultural boundaries and accept more and more Korean brands.

According to the world clothing and shoe net, OpeningCeremony, a well-known American buyer's shop, has introduced South Korea's makeup and facial mask. At the same time, there are 28 Korean cosmetics from 7 different brands on the official website.

"We do not want to provide products that need 10 steps to complete skin care," co founder CarolLim said in an interview.

We want consumers to buy products that are very convenient and simple.

Korean skin care products on OpeningCeremony official website of American buyer shop

Affected by this, in early January of this year, Nordstrom, an upscale department store in the United States, announced that it had to make three special stores featuring Korean cosmetics and fashion brands.

GentleMonster, a brand of South Korea's glasses, which has opened shop in Sanlitun, Beijing, is also one of them.

In addition, the second largest supermarket in the United States, Taghit department store even announced that it will first set up the Korean cosmetics department, and is responsible for the selection of goods by Han Zhuang PeachandLily, the founder of AliciaYoon. In fact, the unit price of the brand products on the store and the e-commerce website is from $3.5 to $38.

Maybe you do not understand the real Korean fashion.

At this point, you will wonder why Korean brands can conquer the American market which is so incompatible with culture and become popular in China for ten years.

Compared with the Japanese style of fashion and complex, European and American fashion's high cold and ceremonial feeling, Hanfeng fashion is comfortable, concise and appropriate. It is a kind of aesthetics that can be easily accessible and extremely life oriented.

Some people even think that it is an Asian version of popular elements in Europe and America. It changes the shape defects through high waist, thick bottom, and trouser legs.

A summary of the fashion features of Han Feng is also known as a key point: "the design is more concise, texture, attention to detail, the version is more relaxed, there will be no sense of dress, the pattern is not too fancy, the style is not loaded."

The colors of autumn and winter are more calm, and the colors of spring and summer are simple and bright.

Suitable for people with clean temperament.

On the other hand, the shortening of product development and new cycle will also provide more room for brand innovation.

At first, Han dresses built a team of 50 buyers, choosing 8 clothes from 1000 brands in Korea every day. After that, it spent five years, relying on the efficient operation of nearly 300 product teams, creating 29 brands, launching 30 thousand new models every year, and the operating cost of each new garment was 10 yuan.

Such a mechanism enables it to maintain the brand's long life and become the first stock of Amoy brands.

The same is true of cosmetic products.

"Korean cosmetics have a very high degree of product segmentation capabilities. This market is constantly providing innovation in packaging, raw materials and ingredients.

These companies are good at creating consumers' needs that they never thought of, and constantly introducing new products to meet these needs. "

HannahSymons, partner of beauty and personal care, once told media BOF.

Of course, there is also the last crucial step, brand packaging, marketing and social media will be effective driving force.

After all, Hanfeng fashion has always been part of the Korean wave. Movies, music and stars are often catalysts.

Many national brands and designer brands have made more successful attempts in cross-border marketing and IP cooperation.

Perhaps this is the main reason why Hanfeng products can become a burst of money and sweep the world.

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