Overseas Brand Partners Enter The Chinese Market, Brand Enterprises Try To Break The Situation

According to the world clothing shoes and hat net Xiaobian, now in Shang Chao,

Because of the multiple attributes of channels, brands in other channels often need to rely on other marketing means to build brands.

Most of the channel brands are low price and high cost performance routes. Because they are divorced from traditional media advertising marketing, brands can not provide consumers with more emotional added value.

In recent years, many excellent enterprises have been aiming at this business opportunity, trying to integrate and upgrade the supply chain level by building channel brands, including many retailers on the line.

By observing the institutional model, business positioning, supply chain, brand output, sales channels, scale and volume and other dimensions, we find that by providing brand authorization to serve suppliers and distributors, we can get rid of the commodity flow, information flow and capital flow between them, so as to enhance the efficiency of the industrial chain.

Overseas brand partners enter the Chinese market

With the gradual escalation of consumption in the category of "sinks" to low value and easily consumed household goods, many clothing brands such as ZARA, H&M, MJStyle, JNBY, even Tmall, traditional department store rainbow have launched their home collection stores.

Hai Lan, known as the "man's Wardrobe", has also begun to accelerate its expansion to the collection store.

Cross border launch lifestyle brand, in the introduction of women's clothing, children's wear brand, further extension of category layout, expand brand camps.

With the development of new business and the emergence of multi brand operation platform, the company is expected to open up a new profit contribution business.

In recent years, the development of professional menswear brand to multi brand business has become the main force of new growth.

In order to find new profit growth points, Hai Lan's family plans to expand more territory with multiple brand clusters.

According to the information disclosed by Heilan Home Hai Lan optimization life Hall official website, at present, Heilan Home has a total of 4 stores under the life hall line, which sell 2000 categories of products, including clothing, groceries and fashion homes, involving nearly 2000 kinds of products, including ten office products, toiletries, dining utensils, kitchenware, bedding, nursing supplies, travel articles, daily necessities and furniture supplies.

The NetEase koala sea purchase also signed a strategic cooperation agreement with Switzerland's largest retailer Migros's own brand Orange Garden (Ou Ruijia). The two sides will cooperate in marketing, self run and direct mining.

NetEase koala Hai recently introduced the official flagship store of traditional retail brands such as Germany, Denmark and Switzerland, and gradually abandoned the traditional platform logic of cross-border e-commerce.

Through the deep integration with foreign retail brands, we can achieve direct sourcing and direct supply of goods.

On the one hand, by deeply intervening in the supply chain, controlling commodity quality from the source, resolving the pain points of cross border electric commodity control and supply chain; on the other hand, converging high-quality brands and leveraging the brand's self generated traffic volume to gather influence, and the future "overseas brand's best partner in China" will be positioned or will lead to sustained growth of its performance.

It is reported that this is the first time that Migros group has officially entered the Chinese market. It will appear on the NetEase koala sea purchase platform in the form of the official flagship store of "Orange Garten".

Integration of offline lines, brand enterprises try to break

Channel brand is the fastest way to cut into many categories.

However, due to the lack of effective matching between the brand and the supply chain, both of them are missing.

Channel brand: supply chain brand, goods start from production, and directly reach their sales channels through logistics, including Zara, UNIQLO, Decathlon and other brands.

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The ability of channel brand comes from brand image, including store style, product display, clerk service and so on.

From the point of view of product, channel brand is relatively intermediate to product and supply chain, which is undoubtedly a more appropriate location for trying to enter multiple categories.

China's supply chain has shown a trend of integration and upgrading. Whether the upgraded supply chain can bear the heavy responsibility of brand take-off is waiting for us to see.

Over the past few years, whether offline or online, a number of attempts have been made to match brands.

Enterprises.

The next opportunity for the electricity supplier is not the dispute over the platform, but whether it can produce high-quality brands and help pform and integrate the supply chain.

The representatives of offline enterprises such as: name creation and superior products, in the form of chain channels, have integrated a large number of scattered supply chains to supply self owned stores and franchisees with unified standards. Overseas enterprises such as Decathlon, MUJI, and so on have also realized chain stores expansion through similar integration.

Online businesses choose large brand suppliers to create "big quality, civilian price" consumption patterns, most of which are concentrated in mass consumer goods.

For example, the Antarctic electricity supplier is based on the role of the electricity supplier service provider, starts with its own warm underwear underpants, and gradually expands to the category of down garments, men's wear, home textiles and other categories. By providing brand authorization, it serves the suppliers and distributors, and opens up the flow of commodities, information flow and capital flow between the two, thereby enhancing the efficiency of the industrial chain.

Improve the efficiency of supply chain integration, online and offline two integration

In fact, whether online ODM business or offline OEM chain is essentially a way of direct flow from factories to consumers, it is only the source of traffic varies.

I believe there will be a number of new and excellent brand enterprises in the near future.

The success of a brand enterprise depends not only on its strong marketing capability, but also on the basis of "Chinese quality", while the "quality of China" must support the upgrading and strengthening of the brand.

In this direction, because of the diversity of categories and the complexity of supply chain, the way of integration is different. I believe that many enterprises will grow and develop in the field of subdivision.

Of course, there will be cross and overlap in the category, and online and offline will eventually merge into one.

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Manufacturing enterprises in China lack quality supply chain enterprises.

A large number of large and medium-sized factories have been engaged in the production of foreign brands for a long time. On the one hand, it shows that the product quality of the factory's supply chain is completely clear.

On the other hand, when the manufacturing industry chain is highly dispersed, the vertical and horizontal development and integration capabilities also have potential for development. There are still a large number of small and medium-sized factories with family workshops.

With the decline of foreign trade orders and the increase of labor rigidity cost, many factories are hard to expand. The integration of supply chain is imminent.

For example, in the Zhejiang, where the "massive economy" prevails, the hosiery industry makes the town of Datang town as the core, and radiated the production base of socks in more than 10 villages and towns around the country. It has 11000 socks enterprises, but China's brand names are relatively small, and design talents, product innovation and added value are all weak potential.

A large number of small and medium-sized enterprises are competing in the middle and low end market. It is difficult to form a foreign trade situation in the downstream development. Due to the lack of understanding and recognition of domestic channels, it also aggravates the difficulty of integration.

The precise positioning, deep involvement of the supply chain, and the integration of heavy and heavy products should be sought after by the market.

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