Why Did Superdry Suddenly Become Popular In China?

According to the world clothing shoes and hats net, recently,

Announcement of the 6 months ending October 28th.

Data show that sales surged 20.4% to 402 million pounds over the same period.

Among them, retail channel sales rose 12.8% to 243 million pounds compared with the same period last year.

Channel sales increased by 31.6% and store sales increased by 7.6%.

In addition, wholesale channels performed better, with sales surging 34.1% to 159 million.

With the announcement of the earnings report, Superdry's share price also increased by 0.56% to 18.51 pounds, and its market value is currently about 1 billion 500 million pounds.

According to group president Euan Sutherland, the launch of new products and the good performance of e-commerce business are important reasons for the increase of Superdry in the past half year.

Based on this, Sutherland believes that it is time to further develop the international market.

Now.

This brand with Japanese street style and often labeled Japanese "extremely dry" is easy to be mistaken for from Japan. In fact, Superdry belongs to SuperGroup PLC, founded in 2003 by Julian Dunkerton and James Holder, only because two people have strong interest in Japanese culture, and likes to name the brand with a local "Superdry" beer.

Ever since Beckham passed a jacket from Superdry, he has been a hit among young people in Britain.

In 2015, Superdry began to enter the Chinese market, and entered into cooperation with the Heji International Group, the parent company of the women's clothing brand and Five Plus. Both sides invested a total of 18 million pounds (about 180 million RMB) and set up a joint venture according to the shareholding ratio of 50:50.

Heji International Group is responsible for the operation of Superdry China stores, while SuperGroup is responsible for product design and marketing, and the cooperation agreement has lasted for at least 10 years.

In the face of the huge Chinese market, Sutherland has always been confident.

Earlier in his interview with fashion headline, he said there was no apparent competition in the Chinese market.

"Superdry is a relatively special brand, which is more balanced in terms of innovation, detail and quality. At the moment, no other brand has made such a product, and at the same time, such products are very competitive at such a price," he said. "Superdry is not intended for whom to make products, but rather that many people can like this brand."

By the end of September this year, Superdry, which has entered the Chinese market since 2016, has 16 stores in the mainland. In January this year, it also entered Tmall.

In the Group annual report of 2016, Superdry also plans to put the purchasing center of Shenzhen into use, so as to increase the proportion of 65% of the group's direct purchase to 80%.

In the marketing strategy of the Chinese market, Superdry co worked with the "Chinese hip-hop" champion PG ONE and others to produce Street filming, and worked with male star Xu Weizhou to promote the theme of "MySuperdry full orange drying" in micro-blog to get the love of young consumers.

In addition, Superdry has specially designed Varsity series products and Super Sport sports series inspired by university life.

At the same time, it also planned two kinds of digital marketing activities, including "The Night is Young" and "This is My City", which attract young people's attention.

It can be seen that although Superdry recorded a net loss of 10 million in the Chinese market in the same period last year, Euan Sutherland believes that the Chinese market still has great potential to be explored and remains confident in the Chinese market.

It is reported that in December this year, Superdry will add two new stores in Beijing and Shenzhen, and will open franchise stores in Quanzhou and Xiamen.

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