What Is The Thinking Of The "Hot Tide" Of "Going Out" In The Way Of Development?

Local brands are going out of their way.

Whether the strategy of "going global" can really attract consumers will not be able to get a definitive answer now.

With the rising purchasing power of Chinese consumers, it is estimated that by 2030, China will become the world's largest clothing market. While more international brands pour into China, local brands are also changing their ways to "go out". To put the show on the international stage; to set up flagship store outside the mainland; to hire an international superstar image spokesperson; to buy overseas brands.

The website has statistically analyzed the recent "going out" local brands including Hai Lan home, UR, Lily, MATERIAL GIRL, Barbara and so on. From the perspectives of expanding layout, store image and brand establishment, we have analyzed and interpreted what kind of thinking we have brought to us on the way of development.

Expand the layout to point to the surface

Among the above statistics, there are birds and Barbara stores that have expanded their stores to Taiwan and Hongkong outside the mainland for the first time, as well as Hai Lan's home, UR and Lily have opened their stores to overseas markets. The reason is that they want to build up a more stereoscopic brand image with their stores outside the mainland. As UR founder Li Mingguang emphasized, London as a global fashion retail center, opening shop here helps UR's brand image be known by more people.

Qiu Guang, chairman of Semir, also said that Hongkong is not just a huge consumer market. From a global perspective, it will be the most important strategic fulcrum for Semir to go global and the strategic platform to implement globalization. Through the layout of the Hongkong market, we can let more "consumers outside the mainland" know Semir's brand.

On the other hand, the brand also wants to take this opportunity to provide a new choice for overseas Chinese consumers. After all, Chinese consumers will spend 500 billion dollars on fashion and footwear in 2018, according to data from PWC (PricewaterhouseCoopers). In addition, the L2 luxury report found that Chinese consumers account for 30% of the global luxury market, but domestic brand consumption accounts for only 7% of the total market. The difference comes mainly from the overseas shopping of Chinese affluent consumers.

Weng Jianghong, general manager of Pacific bird business department, gave an example: "when I was in the United States, many friends would tell me that he said your brand was very beautiful. fashion They usually buy them from home. " In the view of Weng Jiang Hong, at present, there are 80 million overseas Chinese in the world, and their demand for Chinese brands is still very large.

　 Upgrading and upgrading of store image

First impressions are especially important if you want to stand out in many brands. For brands, stores are the most direct way to display themselves to consumers, which requires brand vision in the store.

Take the home of Hai Lan, its overseas stores are different from domestic stores. The overall design style is simple, and the white system is chosen as the main color, supplemented by black and gray. The door also changed the image of "Yellow Sea home" + English "HLA" in the past Chinese characters, displaying only the white "HLA".

Lily, the first domestic business fashion brand in Europe, has also adopted the latest 5 shop vision in the flagship store in Barcelona. When the colorful glass changes from the perspective of the customer walking, the whole indoor space will show different angles of view, creating a modern sense and bright rhythm. fashion Space.

Taiping bird's new trend brand MATERIAL GIRL opened its first store in Taipei, Taiwan. The appearance of the shop is represented by the white technology, with the modern sense of the disc and the retro style of the retro totem. In conflict, we should construct the emotional integration of alternation of generations and give a new definition of the trend of personality. In terms of product selection, MATERIAL GIRL has won the world cup, the flagship Umbro series launched by the football brand.

　　 We need to be cautious about going out.

It is worth noting that no matter how grand the layout, product planning and store upgrading support is, it has never been easy to get two words on the road of "going out".

In early February of this year, Taiping bird followed Tmall to New York. When asked why he chose to go to sea with Tmall, Zou Qian, director of Taiping bird brand, said: "this can greatly reduce the risk. After all, for overseas markets like Europe and the United States, their actual brand of China is not as optimistic as we think.

It is also not difficult to explain that Bosideng closed the London flagship store with a total area of 6292 square feet at the beginning of last year. And in earlier 2016, it began to close overseas stores.

According to Chen Weican, a retail partner of Oliver Wyman in Hongkong, a consultancy, this is due to the lack of story and localization characteristics of Chinese brands overseas.

Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., said that the internationalization of local brands is an inevitable trend in the development of Chinese market in the past more than 40 years.

At present, Chinese brands benefit from the capitalization help brought by the rapid development of China's local market, and have more capital strength to participate in international market competition, such as the acquisition of European and American brands into China's local market, or brand IP authorization, European and American celebrities endorsement, or opening a number of store displays; but brand competitiveness is still generally weak, the premium of Chinese local brands is not high, the brand lacks cultural details, and the internationalization process is somewhat elementary, and has not really integrated into the mainstream consumer market.

In Cheng Weixiong's view, the road to internationalization is a long way to go, and the understanding of internationalization is not just to introduce or go out. With the further expansion of China's consumer market, the Chinese mainland market Gradually will become an important consumer market in the international market. When the international brand has not yet entered the market, we should speed up the layout of the market and brand, do a good job in the vertical market depth of the brand, and take a deeper root.

With the help of its global perspective, the brand expands its stores and occupies the market's Highland while undertaking the mission of cultural output. But on the basis of the different consumption concepts in different regions, whether the strategy of "going out" can really attract consumers on the basis of not fully reconciling the city's brand story, it can not give the exact answer now.